0:00- Ad starts with a shot of a forest that has just been destroyed by a fire. The ground and barks of trees are black and and still are burning as you see the red tint from the heat.
0:00-0:06- A reverse time lapse shot is showing a burning wooden cabin and a burning four door car. Tall trees are behind the house and there are random patches of tall dry grass in front of the cabin, both are sparked and burning. The car is parked on some of the burning grass patches.
0:06-0:08- Reverse time lapse is still going. Changes camera view and now it shows the side of the house and back of car, both burning. There is a family of 4 walking from the car. An Asian man, wearing a casual button up shirt and shorts, carrying a blue back pack. On his left is his Caucasian wife in a t shirt and khaki shorts carrying a blanket. In front of the wife is their daughter with a huge smile on her face. She is wearing a blue dress with a pattern on it and looks to be about 6 or 7. To the daughter’s right, is her big brother, looks to be about 10 or 11 and he is wearing a striped red and white t shirt with khaki shorts and is carrying a white frisbee. He also has smile on his face.
0:08-0:09- Reverse time lapse continues. Camera changes view again. Now showing the back passenger door of the car and the left side of the front of the house. This view also shows that the house is off a stone path. You can smoke and sparks emerging under the back tires of the car.
0:09-0:12- Reverse time lapse continues. Camera changes view again. This time it is directly behind the driver side rear tire and muffler. The patches of tall dry grass are under the car and the heat from the muffle has ignited the grass and it starts to burn.
0:12-0:13- Reverse time lapse continues. Camera changes view back to a shot of the family walking away from car . They just got out of the car and the father beeps his key and locks the doors.
0:13-0:15- Camera view stays the same and freezes the reverse time lapse. In regular forward time, Smokey The Bear walks in from the right and takes the keys away from the father.
0:15-0:17- Smokey The Bear gets in the car and starts the car.
0:17-0:19- Camera changes view from the sky looking over the boarder of the dirt path and the grass. Smokey puts the car in reverse and turns the steering wheel to the left and drives back a few feet and pulls off the grass. Then puts the car in drive and turns the wheel to the right and pulls up a few feet. The car is all the way off the grass and on the dirt path.
0:19-0:21- Camera changes view to underneath rear of car again. This time it has Smokey laying on the ground looking at the muffler.
0:21-0:22- Camera view goes back to freeze frame and Smokey gives the keys back to the father.
0:22-0:23- Camera view backs up until can see the whole car, the front of the cabin, Smokey, and the family. The family is now walking away from the car.
0:23-0:30- Camera view stays the same and a wooden sign shows up. It says, “SPARK A CHANGE, NOT A WILD FIRE, ONLY YOU CAN PREVENT FOREST FIRES”. The sign also has a picture of Smokey’s face centered at the bottom. Under the sign there is a website, “SMOKEYBEAR.COM” and under that there is the AdCouncil stamp, and two other stamps that promote forest safety. The family continues to walk away from the car in the background.
Rowan Counterintuitive 
I’m sorry, Saints, I wanted to provide you feedback first since you posted your A02 first, but I can’t find the specific Ad Council Smokey Bear video you’ve analyzed. Smokey Bear is the agency’s most recognizable and longest-lasting campaign. They’ve produced dozens of Smokey Bear PSA through the years.
Post a link to your video, please, and drop a Reply below to let me know I can review your work.
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As I sit in class and log into the site I’m just now seeing this. I will reply to my original post now
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https://youtu.be/l5bvYaOCs5c
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feedback provided
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You have a good handle on the details, Saints. Now you need to add the Analysis to your Visual Analysis. You aren’t drawing any conclusions from what you’re watching. Naming the images is the first step. Deciding how the filmmakers used the very specific details they’ve included to advance an argument is the real assignment. An example:
0:06-0:08- Reverse time lapse is still going. Changes camera view and now it shows the side of the house and back of car, both burning. There is a family of 4 walking from the car.
[We can conclude from the direction time is running that a fire started sometime after the family walked away from the car.]
An Asian man, wearing a casual button up shirt and shorts, carrying a blue back pack.
[He’s not in the woods on business. His wardrobe suggests that he is outdoors in the summer for a day of recreation.]
On his left is his Caucasian wife in a t shirt and khaki shorts carrying a blanket.
[She too is dressed for leisure, and the blanket suggests somebody is planning a picnic. We only assume this couple are married, of course, but the four-member family is strongly suggested. They’re an interracial couple, which indicates they’re progressive thinkers and hints at their responsibility and social awareness. Not the type to have started a fire.]
In front of the wife is their daughter with a huge smile on her face. She is wearing a blue dress with a pattern on it and looks to be about 6 or 7.
[This is an entirely wholesome family. Their happy, casual nature and neat attire indicate they would never do anything dangerous or unethical. The daughter is wearing a dress to a woodsy picnic, which might threaten to be a bit immodest, but to avoid even that off-chance, she’s wearing tights under her dress.]
To the daughter’s right, is her big brother, looks to be about 10 or 11 and he is wearing a striped red and white t shirt with khaki shorts and is carrying a white frisbee. He also has smile on his face.
Does that give you a better indication how a video can be analyzed for the “arguments” it’s making?
DO NOT MISS the opportunity to explain why Smokey Bear is as clumsily animated and “goofy” as he appears to be. Surely the filmmakers could have afforded a more realistic depiction of a bear. Why didn’t they? Etc.
A good start, Saints.
Current Grade: G
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