Taking Advertisement Seriously

Master Lock Commercial

The Master Lock commercial narrative is about how durable its master lock is even under the most strenuous situations. The Commercial pitted the Master Lock against an expert marks man who would demonstrate that even a bulls eye shot could not open the master lock. The second key shot in the commercial was when the bullet in slow motion is shown striking the Master lock square in the middle of the lock and even after penetrating the lock it appeared to be unbroken. The third key moment in the commercial is when tryed to shake the master lock and despite this high powered rifle bullet hitting the lock the could not open the Master lock. I think that the advertisers wanted to demonstrate to it's audience that the Master lock is as tough and rugged as America and will always be durable and long lasting no matter what test you put it through.

The archetype of this Master lock commercial is showing us good vs evil where the clash of forces that represent goodness with those that represent evil. The Master lock is the good force which is durable and unbreakable despite facing it opposing force the bullet which represents the evil and struggle in our everyday life. The Master lock is up for the challenge and willing to take on the most extreme obstacles and secure whatever the customer needs secured. The ad is outdated for today's generations and needs a more gritty urban conflict such as someone living in the city trying to keep there selves or family safe and they are faced with a burglar who is bent on entering the apartment or house. The master lock could be used to secure the property's entrance or a safe which holds valuables that are precious to only the owner of the property. The Master lock shows even through the decades it has been around nothing penetrates a master lock no matter what the future may bring.

Xerox Monks Commercial

The monks in the xerox commercial represent the communication of the old world and how people in our past had to face those challenges in their slow methodical way. The first key shot in this story is the monk straining his eyes after painstakingly transcribing a copy of a text under very low light conditions. The second key shot in this commercial is of the monk brother dominic meeting with his superior and being praised for his transcribing skills as he had finished a document that his superior had asked him to finish but wanted to ask brother dominic if he could make 500 more copies. The third most key shot was when brother dominic meets up with the xerox professional to plead him to please do a large job with this new technology. The advertisers chose this story to demonstrate how the new technology can make a difference in anyones life no matter how far in the past your living. The future is there to bring us out of the darkness and into the light of technological advancement and move our society forward.

The archetype in this commercial is the Hero which could be represented by the monk who struggles to solve a problem and come up with a better solution. The xerox representative who helps the monk could also become the hero because he is the solution the monk needs to resolve his big copy job problem.

The story of the old world being brought into the light of new technology could be improved for today's audience by having the monk represented by a old executive stuck in old world of snail mail and a young person introducing him to the new world of email,social networks,and live streaming. I think this would appeal to younger audiences who are tech savvy but show the corporate world that it can improve its productivity by adopting new and faster ways of communicating.

The Jeep commercial Portraits

The Jeep commercial Portraits narrative is its long and varied world history for the past seventy five years and how it has been the vehicle of so many key moments in our history for the past seventy five years. The first photos of millitary soldiers and who have used this jeep to survive there struggles of war and loss. The second key shot that captures my attention is the photo of an astronaut and a famous aviation hero Amelia Earhart which demonstrates jeeps witnessing of our triumphant moments in history. The third key shot shows the jeep of today after showing so many of its predecessors throughout the commercial. 

I think advertisers chose this way to tell the story of jeep is to bring our emotions into the foreground while showing us the significant moments of our history that jeep has witnessed together with us. The product is tough,independent,durable just like our culture and the human experience. I think that the mentor would be a good arhetype for this jeep commercial because it is there to guide us through tough events,stand with us in our struggles or loss and give us independence of movement as we explore our world.

Jeeps big idea is that we are tied to our vehicles on a emotional level and they help define who we are as a culture and what drives us. The star moment of this commercial would be the ending sequence of photo's of the past jeeps and there progress toward the future. It is also the photo's of the people which tie jeep to its history and end the commercial with a quote "We don't make jeep, you do". This ties jeeps history to who are culture is how they choose to live their lives thru tradition and innovation. The Jeep is part of us because we need it to move us thru our adventures and obstacle that we will always face as long as we our human.