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Critical Discourse in Design - Intention versus Perception - Assignment Example

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This paper "Critical Discourse in Design - Intention versus Perception" focuses on Young and Rubicam which is a global advertising agency with thousands of consumers around the globe. One of the ranches is in Lima, Peru and this is to cater for clients in the Americas. …
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Critical Discourse in Design - Intention versus Perception

Download file to see previous pages... To achieve this, the company has a team of professionals, including the most creative minds and the best directors in the country. Some of the recent campaigns by the company include (included are the links to the commercials). 
Movistar is one of the top clients for this subsidiary and they did the campaign for its networks. The title of this campaign was ‘gravity’ and one of these videos was directed by two of the most known directors in the industry, Jorge Soto and Charlie Valderrama.
The commercial was in the form of a video, this makes it easy to capture the attention of the target audience. People are more likely to watch moving images than any other form of media (Art Directors Club, 2011). The content of the commercial is also limited as it only involves one character. This gives the commercial a sense of mystery as we try to understand how this central character will relate to their environment. In the commercial, the central character is seated and manages to defy gravity. The end result is that the character floats throughout the commercial. The context of this commercial is that everything is possible for the users of this network as the commercial ends with the name of the brand, Movistar.
The directors used in this commercial have a history of coming up with such commercials. Their work usually involves very few characters and it is these that are used to convey the message about the product to the consumer. The intention of this commercial is to portray a scenario which is impossible to achieve, in this case, floating above the ground. This makes the viewers’ wonder how this is possible. At the end of this phase, the name of the brand appears on the screen. This creates a link between the brand and the floating character. It shows that the product has limitless capabilities and it can enable them to do a wide range of things that were previously not possible (Plunkett, 2008).
All these things can be made possible due to the Movistar 4G networks.   ...Download file to see next pagesRead More
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