End Family Fire
0:00 – 0:02
The video opens up on a cartoon train, one that looks like on a child television show. The camera frame is just the cartoon, so the viewer does not know whether or not the show is the entire video or if it is in fact a television show, even though it shows a glare. Then on the next second of the video, it shows a child, a little boy in pajamas, and what is assumed is his father. The director is trying to have an emotional play to families, if a father is watching this ad it is extremely relatable. The middle-class is the most populated class in the country, meaning there is a reasonable chance that a middle-class father is watching this ad. His father is wearing boots, jeans and a long-sleeved shirt, meaning he could be going to work or coming from work. Again, the working class dominates this country and that is more relatable. It does appear to be morning due to the child in pajamas and the sun looks like it is rising. The son could be watching his morning cartoons. The house is clean and well kept, besides the toys on the ground, it appears as a normal middle-class suburban household. The couch cushion in on the ground which seems odd, and there is a normal pillow sitting on top of it. Could mean the father slept there last night, or the young boy sits there and watches his morning cartoons. The whole first two seconds are extremely relatable with a normal middle-class family and targets the emotional side of the viewer. A wife could see that as her husband and son, a father could see that as him and his son. The lighting is bright, causing the viewers to feel at ease and comfortable with the setting. If the lighting was dim and the sun was not out, it could give the viewer an uneasy feeling.
0:02 – 0:05
Father in a collar shirt, it is in fact daytime because there are windows in the background. Dad is clean shaven and could be headed to work. He suprised his son and started playing with him as he was watching cartoons. The pillow on the ground indicates some sort of family disfunction. The father could be sleeping on the couch because his significant other and him are going through a rough patch in the relationship. Families in America fight and that thought just makes the scene more relatable. Did not observe any family pictures either on the television stand or hanging up in the dining room, leads the viewer to believe the house is more sterile than it appears with the toys laying out on the floor. Although the boy seems to be loved from the affection he is being shown from his father and the endless number of toys he has, no family pictures signifies a sterile house like feel instead of a warm welcoming home.
0:05 – 0:09
The father got off his child, he said goodbye. Father must be preparing for work for the day. Smaller skateboard by the door, probably the boys skateboard. Only one skateboard so more than likely an only child or a much older or younger sibling.
0:09 – 0:12
The boy lays on the floor after his father walks away and seems like he is pondering something. Possibly wanting to ask the father a question, but in reference to what? The father started walking over to the kitchen. Older model residence due to the dark wood accents and trim around windows and doorframes, but definitely not outdated. Two used cups on the counter and two used bowls, meaning they already ate breakfast. Father going over to clean the dishes. The cups indicate the wife being home, but she is nowhere to be found around the house.
0:12 – 0:16
Father rolling his sleeves up and walking over to the dishes to start cleaning them. Pink flowers in the background on the kitchen table, still look alive and new. Brought them home for his wife who he is currently fighting with in an attempt to make amends. On the table with the dirty dishes, there is a knife within reach of the boy, signifying danger in his young life.
0:16 – 0:19
Little boy asks to play with father’s gun. Little standing by the front door asking the question, clean house with a toy tank by the skateboard. Boy likes guns and likes violence. The boy does not appear to be ready for school even though he is of age, so most likely a weekend, summer, or a holiday. On the right of the screen, on the counter, there is a box of pancake mix. Father made pancakes for breakfast but there are also two bowls on the kitchen counter and no plates. Possibly made the pancakes for his wife while she is still in bed and she still has the dirty dishes still in bed.
0:19 – 0:25
Father and son having a conversation, the father seems surprised by what the boy is saying even though he is standing in the same spot. The camera is close on the boy when he first speaks, as if what he is saying is the whole purpose of the ad, and then when it cuts back onto the boy after the dad, it is a much broader span. The boy then shrugs his shoulders with saying nothing. The broader span signifies it could be a much larger issue being talked about and that it does not only pertain to this single middle-class family.
0:25 – 0:30
The father is pouring his glass of coffee but there is another cup next to the coffee machine. He is not pouring it for some reason even though it is being used because it is a clean cup sitting next to the coffee machine.
One thought on “Visual Rhetoric Revision- wildwood”
I’ve seen two versions of this video now, Wildwood, but not this one. 30 seconds of visuals all the way to the end?
Or did you interrupt the 2-minute version 30 seconds in? I’ve seen that one now.
How do you know the boy asks to play with Dad’s gun without sound? This is another indication you might be working with the 2-minute version, in which I now know he does in fact ask.
Your analysis is exhaustive and highly entertaining. I love the recklessness with which you’re drawing conclusions. Our brains do act this way, bouncing around in reaction to everything we see. You’ve managed to capture that restlessness.
But do please answer my questions.
And then, once you know the point of the entire spot, please analyze the effectiveness of the visuals to carry their part of the message. At any point in the message, are viewers misled by what they’re seeing? Is the deception deliberate? Is it effective?