Choose one image/ad from the film and complete a brief analysis of it. Be sure to consider how your reaction and understanding of that ad is shaped by the way you encountered it. If applicable, be sure to talk about being able to watch the "construction" of the ad in the boardroom scenes for Ban, Sheetz, etc.
due 4/12
One scene from The Greatest Movie Ever Sold that stuck out to me was the scene when Morgan was in the grocery store promoting the Pomwonderful pomegranate juice. In the scene Morgan was filling his cart with only Pomwonderful juice, while promoting the juice by stating facts of how it is made and how much more pomegranate juice is in it compared to Minute Maid’s version of pomegranate juice. In the boardroom talks with the Pomwonderful executives, Morgan proposed many different ideas on how he could promote the juice in his film. While many of his ideas were shot down, the executives asked him to promote the juice while stating the Pomwonderful juice’s higher quality than their rival competitor, Minute Maid.
ReplyDeleteWhile watching the Pomwonderful ad in the film I was first noticeable to the shopping cart, which was filled with Pomwonderful juice. Morgan was walking down the aisle towards the camera while talking about the juice. He mentioned the percentage of actual pomegranate juice compared to the competitor, Minute Maid. Morgan also mentioned how many Minute Maid pomegranate juices it would take to equal the amount of pomegranate in one Pomwonderful bottle. The ad used a logos approach by stating the amount of Minute Maid bottle’s compared to one Pomwonderful bottle to obtain the pomegranate juice experience. The rationality of the ad was that Pomwonderful had more natural pomegranate. The ad also touched in on the ethos, or credibility of the Pomwonderful by having its logo all over the screen along with basic facts about Pomwonderful.
Morgan’s ad of Pomwonderful in his film stuck out on to me on the use of credibility and rationalizing by the director. The comparisons to Minute Maid and the use of the Pomwonderful logo provided both these types of arguments. Along with the arguments, the ad seemed to appeal to a broad audience of pomegranate drinkers.
There's also a lot of logos in this ad as Morgan compares the percentages of juice in each. But how was your viewing of the ad shaped by the fact that Morgan had pitched other ideas (which PomWonderful had shot down). I thought it made PomWonderful look a little pathetic to go with this really conservative commercial after agreeing to sponsor this very un-conservative film. I found myself laughing at them a bit as I watched the commercial
DeleteI chose to analyze the Pom Wonderful ad featured in The Greatest Movie Ever Sold. In the scene, Morgan Spurlock acts as spokesperson for the company's signature product-- pomegranate juice. The content within earlier scenes of the film explains the creative forces that conceived the advertisement. After having some ideas for commercials shot-down at a meeting, the executives of the company put forward new ideas designed to address what their product offers over competitors.
ReplyDeleteSpecifically, they attack the minimal amounts of pomegranate juice in Minute Maid products. The product in question is Minute Maid's pomegranate-blueberry juice. The commercial argues that the product itself actually contains very little pomegranate and blueberry juice. It points out that most of the content of the bottle is apple and grape juice, presumably supplemented with artificial flavoring to add the pomegranate and blueberry taste.
The ethos of the piece appears in the form of the spokesperson: Morgan himself. The attack on the Minute Maid juice is persuasion in the form of both pathos and logos, arguably. The use of hard facts and measurements of the specific juices found in each product is outlined in true logos style. It is explained that in order to drink the same amount of pomegranate juice contained in one Pom Wonderful bottle, consumers would have to drink ninety bottles of the competing Minute Maid juice. At the same time, the attempt to address the dishonesty of the competitor would seem to be some form of pathos aimed at stirring frustration.
What's interesting is that the spot offers no explanation as to why consumers should favor pomegranate juice over flavored apple-blueberry juice. Instead, it simply points out how the label is designed to be misleading. The ad would be more successful, in my opinion, if it at least attempted to squeeze in some facts concerning the benefits of pomegranate juice and why Pom Wonderful products should be favored. Some of these topics are addressed in the board room discussions. They include pomegranate juice being high in antioxidants and its effects as an aphrodisiac. Without demonstrating reasons why viewers should specifically desire the benefits of Pom Wonderful products, it is simply mud being thrown at a competitor.
Good point. I've always thought the POM ad was pretty lame. It would definitely be improved if it at least talked more about the benefits of pomegranate juice over other kinds.
DeleteThe ad that I choose from the film was for Mane and Tail shampoo and conditioner. Although they didn’t have then as a paying sponsor we were still able to see the beginning idea for the commercial. Hearing him talk about having his kid and him in the tub then turning to a pony was so hysterical I didn’t think they would do it. I love that they did. They definitely used pathos by having the son there. It was family bath time almost everyone can relate to family bath time. The way they pan to the horse is expected but at the same time very unexpected. Because Mane and Tail didn’t pay to be in the movie he didn’t need to have them okay the commercial. I don’t think that I have ever seen a Mane and Tail commercial but the one he made would be my favorite. The lighting was good and even though it wasn’t your typical situation it had a relax feel to it. The construction of the ad pretty much happened in the store when he first picked up the bottle. You could see the gears clicking in his head to get to the humor of washing your horse in the tub with you. I enjoyed it very much and now I want to try Mane and Tail.
ReplyDeleteMalia Reimann
Yes, this is pretty much the funniest part of the film to me.
DeleteThere was a lot of product, advertisement, and product placement in this movie. The product that I caught my eye and I liked was Ban because their product did not feel like it was being pushed on me unlike one of the other companies involved. An example of this product in the movie was Spurlock was doing an interview with one of the movie directors (the have produced some of Hollywood’s biggest block busters) and the camera pans out to show on the table front of the two men is a green Ban product. Through the whole interview no one talks about the product but it is still noticed, especially after talking in the broad room earlier and seeing the product, catches ones eye a lot quicker (product placement). I think he used product placement to prove a point and was able to because the company seemed to be open to anything Spurlock wanted to do, except damage their company name. What was interesting was when he asked about the way they would like to be represented and the company was speechless and did not know what to answer. So Spurlock started throwing his ideas out, one of the ideas that he comes up with was he would be in his bathroom, in a towel, he reaches into his bathroom cabinet and it is full of Ban products. The whole movie after this point I was looking for this ad, got toward the end of the movie and was still wanting to see it, don’t know why. At the very end, it paid off to what and see it because it was so much better than he had an originally had described it. He open the cabinet and all the is seen is a wall of green Ban product up against a blain background and a spark happens with the one bell sound, was funny to me.
ReplyDeleteOne advertiser in the film that I thought was interesting was the shoe company Merrell. There was never any scene of Morgan Spurlock pitching his idea to the company, but he did acquire them as a supporter. I find this interesting that he never divulges the contractual obligations that he must fill for the company, like he does with other investors. This may be just a test to see if we as an audience could realize how much marketing Merrell is doing without being told beforehand. Just a few of the main times Merrell had brand recognition, was every shot that had Morgan’s feet in it because I am sure he was required to wear them at all times. Another was when Morgan was having an interview with Ralph Nader and just as an example for him, Morgan pitches Merrell’s brand. Nader seemed interested and a later scene shows him opening up a package from Morgan, which happens to be a pair of Merrells. Finally, the last scene shows Morgan and his son hiking in the woods with the commentary talking about how nature may be the last place to escape from advertisment, at which time Morgan goes to the camera and says something along the lines of “and if you’re going to be in woods, might as well be in a pair of Merrells!” This line made me laugh because of the contradictory scene taking place.
ReplyDeleteI own pair of Merrell hiking boots so as a customer I know what to expect from the brand. Since there is a large percentage of people that have never heard of the company or tried their shoes on before, Merrell really had to get their name out there and show what their product was all about. Throughout the movie, there were a few close up shots of the shoe just to give the audience a sense of what they look like. Next, you see Morgan constantly wearing them to show that they can be stylish and functional. Last, and this is the use of pathos, both Morgan and his son are hiking by a creek with Merrells on, emotionally pulling you to buy the shoes to have memorable walks in the woods.
The scene in the Greatest Movie Ever Sold that jumps out for me is the Pomwonderful pomegranate juice. The reason I pick this scene is because I feel the other commercials that Morgan Spurlock pitch at the meeting were more memorable than the final product. I feel like there was no compromising and the commercial that was just your average juice commercial.
ReplyDeleteFor Pomwonderful the visual strategies they relied on were ethos and logos. By using Morgan Spurlock as their spokesperson they were looking for the celebrity credibility. Morgan had a grocery cart of Pomwonderful then proceeded to compare and contrast the pomegranate juice with their biggest competitor Minute Maid. The target audience was not really clear, but it could be people who enjoy consuming healthier and natural drinks/ food. By pointing out that great amounts of Minute Made did not even compare to one bottle of Pomwonderful was probably the most effective approach. The marketing team made it clear that they knew how to reach their target audience. Choosing a more logo driven advertisement you can see that they think presenting the facts rules over all else.
One ad in the movie “The Greatest Movie Ever Sold,” narrated by Morgan Spurlock , that I found interesting and comical was one of the sponsored Hyatt ads. Hyatt, a reputable classy hotel chain, decided to be a part in this film by helping fund it. A sponsorship idea that Morgan came up with was a commercial that he starred in. The commercial promoted Hyatt hotels with a comedy twist to it.
ReplyDeleteMorgan Spurlock appeared in a Hyatt hotel room dressed in a white robe and wore a towel around his head in the way a woman would normally wear one. In the commercial showed how Morgan was enjoying the hotels many wonderful accommodations such as the luxurious rooms, furniture, workout facilities and room service. The room service part of the commercial brought in some comedy because we saw Morgan Spurlock shoving a piece of gourmet cake in his mouth throughout the hotel. The last scene of the commercial Morgan is still eating the gourmet cake, but he is also working out on a piece of exercise equipment. This scene shows how Morgan is comical by using a counterproductive angle to promote the hotel’s accommodations.
A key feature of the commercial is the music. Morgan sings and dances to “Ill never love again,” by Taio Cruz. Morgan singing and dancing to this song shows how he just “loves” his stay at the Hyatt hotel. Another key feature is that Morgan Spurlock is wearing this robe throughout the entire commercial. This brings an element of comfortableness to the commercial and makes the audience want to rest and relax in a Hyatt hotel.
Overall I think Hyatt did a great job with both the commercial and sponsorship with Hyatt hotels. He not only promoted their service well, but also gave a mass amount of credibility to the audience that even a celebrity can enjoy a stay at a Hyatt hotel.
The JetBlue Airplane advertisement in "The Greatest Movie Ever Sold" was very appealing to me. I found it interesting because it was a very creative way to advertise JetBlue. Morgan Spurlock was playing with little dolls in a toy airplane selling the product by talking about how comfortable the plane was and how there was enough leg room and then he picked the toy plane up like it was flying a the tale of the plane had the JetBlue logo on it. I think this commercial uses pathos to elicit an emotion of fun and playful and also uses ethos and logos a little bit because JetBlue seems like a credible company and also by using information about how comfortable the plane is and the leg room, Spurlock evokes logos. The construction of this ad was not seen in the boardroom but I understand the idea of the commercial and I think it was very creative and appealing. It reminded me of my childhood so I think it targets parents and children.
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