Critical Discourse in Design - Intention versus Perception - Assignment Example

Critical Discourse in Design - Intention versus PerceptionYoung and Rubicam 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. Among the clients that are handled in this office are Movistar, Toyota, Cristal and LAN airlines. The main focus of the company is to be able to drive brand awareness by making use of out of the ordinary concepts to make consumers interested about the product (Meyers, 2014).

According to the vison of the company, the success of this advertising firm can be marked by the success of the brands that it promotes. 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 for the commercials):The Colgate Television Commercial titled ‘Trust’(https://www.youtube.com/watch?v=BubRvnOIpU),The Cristal Commercial: (https://www.youtube.com/watch?

v=tmboteg7Y9g)The Cibertec Campaign Commercial: (https://www.youtube.com/watch?v=PulYwywTqCo).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 reknown directors in the industry, Jorge Soto and Charlie Valderram.This is the link for the Movistar commercial:(https://www.youtube.com/watch?v=tGSHPW_AVvw&noredirect=1)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 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.However, my perception of the commercial differs from the company’s perception. As a viewer, the commercial is dull and does little to capture the attention. It is therefore very difficult to match the two items, the mobile network and the floating character at first glance, it requires a keen individual to fully understand the message that the commercial is trying to convey.

There should have at least been a voice over that states what is going on in the commercial and makes it easier for the viewer to comprehend the message. In conclusion, even though the agency has done fabulous commercials for this client, this was a slightly lower quality piece of work and more could be done to make the message clearer to the viewers and increase brand awareness.References:Art Directors Club (New York, N.Y.). (2011). Art directors annual 90: Design, photography, illustration, advertising, student.

New York: ADC Publications.Meyers, C. B. (2014). A word from our sponsor: Admen, advertising, and the golden age of technology.Plunkett, J. W. (2008). Plunkett's advertising and branding industry almanac 2008: The only comprehensive guide to advertising companies and trends. Houston, Tex: Plunkett Research.