0.00 – 0.01 – A blue minivan that is very damaged, with lots of dents, a broken mirror, broken lights, and a tree branch out the rear window, is pulling into a driveway. A middle-aged women is watering a plant next to the driveway. The driveway leads to a brown, one-storied house. The house looks like an average income house. There are a couple trees behind the house and one in front, with no leaves on them, meaning it is around winter time. The front yard is surrounded by a short wood fence. There is also a big antenna on top of the house.
0.02-0.03 – The next frame then shows the side of the damaged minivan. The driver is a female, who looks to be a teenager. The driver is in the middle of opening her car door. The middle-aged women, who seems to be her mom, is on the very side of the screen, with her back turned to the camera, and it looks like they are talking to each other. Behind the minivan there is a giant garage.
0.04-0.05 – The next frame shows just the front of the mom, and it looks like she is looking at the direction of the daughter. She looks disappointed and mad, and has her arms on her hips. She is also wearing a coat and a scarf, which is another point that it could be winter.
0.06-0.07 – In this frame, the daughter is standing right outside the minivan’s driving side door. She is wearing a white shirt with a jean jacket over top. It seems that she is looking back in the direction of her mom, as if her mom is talking to her. The camera is closer to the car, so the damage and the scratches on the minivan is much more noticeable.
0.08 – The daughter is still in the same position as the last frame, but her facial expression changes as if she is responding to her mom. She is also now pointing at something on her car.
0.09 – The next frame goes back to the mom who’s facial expression still looks very disappointed. She is still holding the watering can in one hand, and her other arm on her hip. It is odd that she has a watering can because all the grass and plants in the background are dead.
0.10- 0.11 – The next frame goes back to the daughter as she still seems to be in discussion with her mom. She is still pointing at something on the car, and her facial expression looks like she is sad and disappointed.
0.12 – The next frame shows a small white bulldozer, with a big black bucket in front, crash into the the front, opposite side of the minivan. The bulldozer came from the side with the big garage. Behind the view of the bulldozer, there is a blue dumpster and white van.
0.13 – The following frame shows the mom again and she looks very surprised. One of her arms goes up to her chest, and she looks like she is shocked at what she just saw. She still has the watering pot in her one hand.
0.14-0.16 – The driver of the bulldozer is shown and he is a middle aged male. He is wearing a black hat and what looks to be work gear. This gear includes heavy pants and jacket, along with a reflective vest. The bull dozer is stopped right where it hit the minivan, and the bumper of the minivan is now off. The man has a phone in his hand and he also looks to be talking to one of the females in the driveway.
0.17-0.19- The frame then changes angle and we can see that the man who is still in the bull dozer is in conversation with the younger female, who is still by the driver’s side door of the minivan. She has her arms crossed and doesn’t look too happy. The man still has his phone in his hand. The front of the minivan is horribly damaged now that the bumper is off too. In the background the rear of the minivan, there is another large garage across the street with some cars parked in front of it.
0.20 – The next frame then focuses on the teen girl. She is now looking at her phone. As she is looking at it, a little smirk is on her face.
0.21 – The following frame goes back to the man in the bull dozer, in which he seems to be looking at the teen girl and has a smile on his face. He still has the phone in his hand.
0.22 – The next frame stays on the man but now he looks down on his phone, and begins to use it as it looks like he is pressing on the phone screen.
0.23 – 0.26- The words, “Distracted driving is NO JOKE,” enter on a plain black screen.
One thought on “Visual Rhetoric – CarsonWentz11”
CW, in no entry do you indicate that this scene is played for laughs. The point of the spot is pretty obviously that the family does not take anything seriously. The daughter is driving a car that has clearly been in multiple accidents. When she pulls into the driveway, mom is watering plants that have clearly died. We can see that big-ass antenna BECAUSE it reminds us there are no leaves on the trees. With all the damage to the minivan, Mom notices the new scratches to the driver’s door, which the daughter shrugs off as insignificant (which they clearly ARE considering how little the family seems to care about the cumulative damage). When Dad crashes into the minivan, nobody reacts the way ordinary people would.
Job one is to limit your description to WHAT YOU CAN SEE in the visuals without the distractions of the audio track. Job two is to analyze and critique THE RHETORICAL purpose of the visuals. WHY are we shown what we are shown? What ARGUMENT do the visuals make?
The phone-distracted daughter who routinely crashes her car and the phone-distracted dad who drives his bulldozer into whatever is in front of him shouldn’t be laughing off the consequences. That’s the argument. How do the visuals combine to send the message that the family is dysfunctional in this way?