Visual Rewrite—Marvel

0:00-0:01 Ad opens on a porcelain tea-kettle in the shape of a cat’s head, mostly white but with blue on the outside of the head, brush strokes made to look like hair and small blue flowers on the spout and top of the kettle. It is a tacky piece, without packaging and novel at best. The cat’s eyes have been given a more human look, seemingly looking up at its holder as if to say, “my contents are good.” This gives us a warm, lighthearted feeling. It has a small, round pink nose and thin pink lips. The cat is being held buy well-manicured hands, the holder must have just left the nail salon. This may indicate the director’s objective to target a higher socio-economic market that places value on manicures. The background is distorted to not distract us from the kettle cat.  But we can make out a possible shelf with other small items. The overall image is bright and clean. This visual makes for a pleasant viewing experience. The sharp image of the tea kettle draws us in.

0:01-0:02 Screen shot transitions abruptly and you see a well-dressed black woman in a light pink leather jacket and blue jeans carrying a brown hand bag with a long strap going to her knees. She is holding the cat tea kettle and looking at it with a certain look that says, “I like this, but do I like it enough to buy it.” Now you can see the store and it is still a bright and clean shot, good lighting, there are rows of clothes behind the woman, the row closest to the foreground is of what looks like men’s pants, but not a typical row of men’s pants as the colors and style vary greatly, possibly a thrift store? The setting indicates the director’s objective to target someone who may shop at a thrift store. But the clear and vivid image would capture anyone’s attention. The woman’s attire indicates she is well put together, maybe the director is saying “shop at thrift stores and look great. Oh, and find cool cat tea kettles too.”

0:02-0:03 Image shifts to the interior of the store, there is a man, maybe early 30’s, with wavy brown hair and he seems to be staring at the lady holding the tea kettle. His stare reflects that he is very interested in what the woman is doing. Maybe he had his eyes on the tea kettle. The store looks well organized, there is a few others in the shot, looking at clothes. A woman with her back turned, possibly an employee putting clothes back on the rack. The image remains clean and bright.

0:03-0:04 Transitions to a group of people not in the store. They are sitting in what looks like a cozy living room. The room has a tan sofa and at least two wooden chairs with pastel blue upholstery. The group is very diverse, both in age and race, but they are all well-dressed. They all have a book in their hands, possibly a book club. They are strangely, rather intently, looking at the screen. Director makes it seem as though maybe they too, are watching the woman at the store. Keeping the group diverse makes sure to engage the most diverse audience.

0:04-0:06 Shot focuses in on a man from the group with the books. He says something, possibly to the woman with the tea kettle. It then shifts to a bar. It is a nice bar. Clean and well lit, with a white bar top and a very diverse group of customers all huddled around the bar top, staring up at something. Possibly the woman with the tea kettle. They all have this same intense look of curiosity on their faces. Now we are thinking, “what are they looking at”?

0:06-0:07 Now the shot is on the T.V. in the bar that all those patrons were watching, and it is of the woman in the store. The screen reads “breaking news”, “Will she get it? Local woman may buy teapot.” In smaller print it reads, “For live updates visit Goodwill.org”. Director is building this sense of real investment into this woman’s decision.

0:07-0:11 Shot shifts to what seems to be a bedroom. There are two young girls watching their phones. The room is clean and nice. The girls are well dressed. This targets yet another audience. Allowing more viewers to get engaged and emphasizing that we should all care about whether the woman buys the teapot or not. Stays in the girl’s room for a moment and they both say something to their phones, then shifts to a shot of the street. The shot is looking down the street from about 30 feet up. It’s a well-maintained tree lined street with nice cars. Looks like many suburban streets. Another great use of the shot to capture viewers that could relate to the street.

0:11-0:12 Shifts to a group of clean, well-dressed diverse people, seemingly looking into the store through a large floor to ceiling window. They too are looking with great curiosity as to whether the woman will buy the teapot.

0:12-0:13 Now we see the woman with the tea kettle. She resolves to put the kettle back on the shelf, signifying she will not be buying it this time.

0:13-0:14 Shift back to the bar and the patrons throw their hands in the air and slouch in their chairs, with big sighs of disappointment that the teapot was not purchased.

0:14-0:15 Then to the group of book club members throwing their books down and sitting back in their spots. Also, clearly disappointed.

0:15-0:20 Back to the woman and her back is to the tea kettle but she has a curious smile. Seems like “oh come on, I deserve this” “I’ve been good lately”, She turns and picks back up the tea kettle. And we shift to the bar and now the customers are excited and surprised. Some of them hug the person next to them, they react as if their favorite team just won the Superbowl. The director has been playing with us, building on the excitement, taking us on this journey and now we too are excited that she is buying the teapot.

0:20-0:22 The woman is now at the register. She hands the teapot to the employee behind the counter and looks away, towards the window and we see the group that was outside looking in on her celebrating just as the bar group was celebrating. We are continually uplifted throughout, watching these people celebrate.

0:22-0:25 Shifts back to the woman and the cashier, they both give each other a look like “what are they so excited about”? Shifts back to the group of people outside but now the view is from above the parking lot, with the store in view and we see them all jumping up and down celebrating. The store is a Good Will store. Strange that we are just now seeing what store this is. Maybe it is not an ad for the store itself, but for something else. It doesn’t seem like an ad for kitty tea kettles.

0:25-0:26 Screen is white with “Bring Home” is big blue letters centered on the screen and the cat tea kettle centered in the words. Unsure why this is happening. Is it just telling us to bring home cat teapots?

0:26-0:27 Screen is white and in big blue letters centered on the screen is reads “Bring training Home”, each word on a separate line. Does the tea kettle do something like training? It is not just for keeping tea warm?

0:27-0:36 Screen is white and transitions to showing the Goodwill logo centered on the left side of the screen and the words “bring good home” centered on the right side with each word taking up one line. This clean simple image stays on the screen for the last nine seconds of the ad. So, now we know it was an ad for Goodwill. And we spend about a quarter of the length of the ad by seeing the goodwill logo. This is useful as the overall feeling we had was uplifting and positive, with clean and bright images. We now associate Goodwill with those same feelings.

 

 

https://www.youtube.com/watch?v=7d–xQgOBBU

2 thoughts on “Visual Rewrite—Marvel”

  1. 0:00-0:01 Ad opens on a porcelain tea-kettle in the shape of a cat’s head, mostly white but with blue on the outside of the head, brush strokes made to look like hair and small blue flowers on the spout and top of the kettle. The cat’s eyes have been given a more human look, seemingly looking up at its’s holder as if to say my contents are good. It has a small, round pink nose and thin pink lips. The cat is being held buy a well manicured hands, the holder must have just left the nail salon. The background is distorted as to not distract us from the kettle cat. But you can make out a possible shelf with other small items. The overall image is bright and clean.

    [I’ve highlighted some grammar and punctuation problems, Marvel.]

    That’s a beautiful description of an opening image, Marvel. I wonder now what you conclude from looking at it. The trick of the Visual Rhetoric is two-fold. 1) Describe the Visual; 2) Explain the Rhetoric.

    That tea-kettle is SOMEBODY’S taste. Perhaps not yours or mine. To admirers, it’s a find. To the vast majority of viewers, it’s an object of amusement at best, scorn at worst. We don’t want to judge the person who is lovingly handling it, but we do wonder what they could possibly find desirable about it. Does any of that cross your mind when you watch the first second? SOMETHING crossed your mind. Whatever that SOMETHING is that presented itself to your consciousness IS THE RHETORICAL VALUE of the image. Is this a thrift store item? Is the admirer trying to save money on housewares? Or is it an antique item that might be worth thousands of dollars (not more desirable per se, perhaps, but maybe a good investment). Those newly-manicured nails. Do they say: “I shop at thrift stores so I can afford expensive manicures”? Or do they say: “I can afford both expensive manicures and costly antiques”? The odds are pretty good this is not an ad for kitty-kettles, so there’s something other than a commercial message being delivered in this first second. The director did EVERYTHING for a reason. Why did she make these first-second choices?

    Like

  2. I note that you have updated your first paragraph, Marvel, and that the post is back in the Feedback Please category. Do you have questions for me? When do you plan to analyze the next 28 seconds? 🙂

    Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s