Visual Rhetoric—jonhjelly

0:01 : The is a family walking on a nice sunny day. All of them have their cell in their hands. The son looks like he is listening to music, the daughter looks like she is playing a game, and both the mother and father are sexting as well. It looks like they are walking to the park.

0:02 : Now it looks like something has caught the mother attention. Something must have happen because she took her attention of her phone to gaze upon it. The rest of the family is still on the cell phones and walking.

0:03: As the rest of the family still walking, the mother looks like she is about to get her husbands attention on the occurring situation.

0:04 : The screen cuts to the Mom phone. The video appears to have something to do with forest. The daughter is looking back at her mother with a huge smile on her face. So it must be good news.

0:05 : The screen shows the park that they were walking to. The daughter turns her head as if her breath is taken away from the view. The mother looks like she is watching the view as well.

0:06 : The daughter takes off her headphones and takes in the beautiful view of the park. In the background we can see that their are many kids running around in the park. So maybe their are walking to a kid birthday party in the park.

0:07 : In this view the family seems to be looking at the beautiful view of the lake. The Mother and Father hold each other hands as the approach the water.

0:08 : The screen cuts a close up of the daughter squatting  with her arms folded on her knees look upon the water.

0:09: It shows the daughter looking at herself reflection in the water. In the reflection you see tree be hide her.

0:10: So in this fame the daughter makes a silly face with her tongue sticking out. and on the bottom right of the screen the word selfie appears in white letters.

0:11: It is a close up of the moving water with a rock in it.

0:12: Now we see both the son and the daughter on each side of the small creek. They both have sticks in their hands putting the other ends of it in the water.

0:13:  Now the son looks up the the daughter who is still looking down at the water. On the bottom center of the screen the words Streaming appears.

0:14: Now we see the father and daughter gazing hard at something that is heath taking.

0:15: Now the father starts to squat next to his daughter eye level. They are standing side by side and he is pointing to something.

0:16: The screen turns to what they were pointing at. It was a black bird sitting on tree branch.

0:17: The screen stays on the same bird and now it says Tweet as if the bird is speaking.

0:18: Noe we see the son kneeling one the ground, and he appears to be playing around in the dirt with his hands.

0:19: It is a close up of a snell with a a leaf on the right side of the screen.

0:20: Its the same picture and the words Search Results appear on the upper middle of the screen.

0:21: It is still a close up on the snell but we see a hand, possible the sons hand picking up the snell shell.

0:22: The daughter,Father,Mother are all in a huddle with the daughter hands out. She is about to receive the shell from the sons hand. They all look like this is a beautiful thing to look at.

0:23: Now we see the son twirling the daughter in the park with the Mother watching them. In background we see another family walking by.

0:24: The family seems to be walking from the park as if their are about to leave. The mother has both hands on the daughters arms ad if she is about o take off and start running. Both father and son are just watching them.

0:25: Nothing changes except the word connected appear on the bottom of the screen.

0:26:The family continues to walking from the park. Now the son is looking straight ahead. The mother is looking at the father who is smiling. The daughter is smiling at the ground.

0:27: It shows the family backs as the walk away from the park and on the screen appears Find A Great Local Park OR Forest.

0:28:The words Discover the appears under the original words in the previous frame.

0:29:The family continues to walk further and further away.

One thought on “Visual Rhetoric—jonhjelly”

  1. Jonhjelly, I have never watched this video (though I can guess something about it from the onscreen title, which would NOT appear on screen if this ad ran on TV or any other platform, and therefore would NOT be part of the filmmaker’s intentions), so I’m just going to guess from what I see in the first second of the visual and see how well it coincides with your observations. I think you could have said more.

    YOUR NOTES AT 0:01 : The is a family walking on a nice sunny day. All of them have their cell in their hands. The son looks like he is listening to music, the daughter looks like she is playing a game, and both the mother and father are sexting as well. It looks like they are walking to the park.

    —You have concluded that the group is likely a family.
    —We certainly don’t know that, but it seems to be a reasonable conclusion. The filmmaker most likely selected this group for its ability to project a typical two-parent family group of similar ethnicity and the “appropriate” ages.
    —I appreciate that you intend to be color-blind in not indicating that the actors are all African-American, or at least not majority Caucasian, but ignoring the fact denies available information. Perhaps their race is important; perhaps it isn’t; perhaps a series of such ads feature families of different ethnicities so that a wide spectrum are represented, but we can’t know that yet. The job is to report what we see.
    —That nice sunny day takes place in a town of some size. It might be at the edge of a city, or it could be a sizable suburb, but it’s not downtown, and it’s not in the country. The sidewalks are a clue. So is the yellow line down the middle of the street, the stop light at the corner behind them, the availability of curb parking, the width of the thoroughfare. Tell us as much as you can about where they are.
    —They are dressed for a casual day out together, which would be uncommon for many families. This is a family that actually strolls a sidewalk as a unit, similarly dressed, in shorts and casual tops for the guys. In long tight pants and short-sleeved pastel tops for the ladies.
    —They’re a four-device family, at least, so we learn something about their income and their interest in technology. Nobody has to share.
    —The fast action of the boy’s thumbs indicates he is not listening to music but either texting or gaming. The daughter’s immobile thumbs and horizontal screen says to me she is watching something, not acting. “Mom’s” screen use appears to be one-handed; her left hand is just supporting her phone. Is she reading, scanning pages, examining a still image? At the opening 00:00, Dad isn’t actually looking at his phone; his attention is to his right, to something in the street or across the street.
    —Notice the kids are leading. They either know the way, or they’ve been given instructions to walk to the end of the block. Is this a route they all know well, or are they wandering in a new place?
    —On that same subject, how close are they to the next intersection? These kids are liable to walk out into traffic unless somebody stops them. Will this be a “safe pedestrian” ad?
    —This is probably too much to conclude, but I think Dad could be looking at a landmark or a street sign at 00, then consulting a map on his screen to see where they are.
    —If so, they’re in new territory and we’re right to worry about the kids not paying attention to where they’re going.
    —I don’t know what to make of the street sign they’re passing. It disturbs me that there’s no explanation for the boy taking a different route around the sign pole than the rest of his family, but there it is.

    So, what do you think? Am I making too much of this set of details? It’s certainly possible, but I’ve assigned myself the job of reporting as thoroughly as possible what I’m seeing. (There’s still a lot I haven’t mentioned about how well the properties are maintained; values of the cars on the street; social status indicated by the clothing the family is wearing, etc.)

    Let me know what you think, jonhjelly. I’d love to have your reactions.
    We can do this a couple more times before the deadline, if you like.

    (I still haven’t watched the video.)


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