Category: A06: Visual Rewrite

https://www.youtube.com/watch?v=6OVcDtEvhhU

0:00-0:02: Our screen focuses on a woman most likely in her teens. She is looking to our right, and talking to someone off screen. The woman is dancing and people in the background, which appears to be someone’s home, huddled around, most likely talking to each other. One man in the background is holding a bottle, presumably a beer bottle judging by its brown color. All the people are casually dressed, and everone appears to be happy. All things considered, this is almost definitely a party atmosphere.

0:03-0:06: At 0:03 the woman brings a bottle up to her mouth rather quickly. At 0:04 she is staring up at the ceiling in a look of what appears to be both shock and pain. By 0:06 the camera angle changes to a wide shot, giving us the view of both the original teen and her friend, who is laughing and watching as her friend brings her head back down while covering her mouth with her hand.

0:07-0:11: At 0:07 the original teenager cups her hand and moves it into a position that suggests she is catching something from her mouth. At 0:08 the teenager starts to spit out two white objects that are almost definitely her teeth. Her friend meanwhile is standing by and watching, covering her mouth with both of her hands in an expression of shock but also one of laughter and joy that she is perhaps trying to conceal.

0:12-0:18: The girl is now the sole focus of the camera again, and it shows that the teenager no longer has any front teeth. By 0:14 the teenagers friend comes into the camera shot and is looking at the cupped hand with her friend looking and laughing at the teeth that the bottle knocked out of place. By 0:16 they start falling backwards onto a couch, laughing, too drunk to comprehend the seriousness of the situation.

0:18-0:22: The camera cuts to an entirely new area in the original party setting. Two people, one boy and one girl, who also appear to be in their teens, are talking to each other while sitting on the stairs. At 0:19 she lifts up a set of keys, presumably her car keys, in a gesture that suggests she has to go.

0:23-0:30- At 0:23 the girl lifts her finger to her lips, as if to ask the man she was talking to if he could keep a secret. She appears to stumble slightly, hitting her back against a doorway, but shyly laughs it off. By 0:27 the girl is picking her jacket off the floor and runs off screen to the right, all while the man watches her.  It’s at this point the commercial ends, leaving the viewer to assume the ending. Most likely, the ending they wanted to imprint on the viewer was one where something wrong happened to the girl because of her implied driving while being buzzed.

• 0:00-0:01 The Ad starts of in an ambulance with two injured men inside along with a male and a female EMT. One of the men is more seriously hurt and is being attended to by the EMT’s. The camera then focuses in on the man who is less injured’s face. He looks extremely upset as if he knew the man on the table and he was close. Their injuries look like ones that would be consistent with a car accident.

• 0:03-0:08 The man on the table beings to die as the EMT’s struggle to save him. The less injured man begins to calm down slightly and starts talking to himself. He seems to be trying to put his mind at ease about something. He then begins to sob once again even more than before. His body language suggested that he was talking to try and forgive himself or justify something he did. He then realized that he couldn’t and began to cry again.

• 0:09-0:16 The man begins to cry and he puts his face in his hand. The EMT’s then look at up at him and stop working on the man on the table. The look at him surprised. It looked like he said something that offended them since they stopped working. The EMT’s were focused on their patient, but then in response to what that less injured man said they stopped working and looked at him. The male EMT then said something back to the less injured man and after he said it his body relaxed and he seemed calm. Now it seemed that what the man said put the EMT’s at ease.

• 0:17-0:19 The patient on the table who was dying sits up and begins to speak. This event that would clearly be shocking and perhaps frightening doesn’t seem to stun anybody in the ambulance. The man shot up and was miraculously healed, and unless one of the EMT’s was Jesus this would be am upsetting event. This could also suggest that the mans injuries weren’t to serious because of what the other less injured man said. Maybe what the less injured man said had something to do with the seriousness of the accident they were in.

• 0:22-0:25 After the man has been sitting up the camera focuses on the faces of everyone and there is a general sense of calmness coming from their facial expressions. It seems like everything is okay or that nothing really happened. The more injured mans face is still badly cut and he is wearing a neck brace. He is however talking and is very calm and sitting upright. Then suddenly the man drops down on the table again and the EMT’s again being to work on him. All of the sudden he’s dying again and the less injured man is again crying hysterically. It seems like the situation is back to reality and everything that is supposed to happen is happening all over again.

• 0:26-0:31 The less injured man is crying again and the other man is dying, while the EMT’s try and save his life. As everything is going down a message pops up that says, “Buzzed driving is drunk driving”. This message clarifies that everything that went down was a result of drunk driving. It can be assumed that the less injured man was the driver, while the other man was a passenger. The less injured man was crying out of guilt because he was drunk driving, and his friend got hurt as a result. He must have said something along the line of “i was just buzzed” when he spoke midway. Then the EMT’s must have responded and gave the impression that the more injured man was fine. Then that same man sat up to indicate that he really was. However this was not the reality, and once this was realized every part of the situation went back to normal. It was to prove that just because you were just buzzed doesn’t mean that the consequences are any less severe. That is where the add gets all of its power and meaning.

“Let’s Take Action”

Stone Money Rewrite – theshiftyyman

Keep your EYES on the Road

[0:00] The opening sense is a young boy getting into the driver seat of an older car. You can instantly tell this is not going to be a car ad ass the car is older and not knew and shiny. The boy is wearing a dark blue t-shirt and jeans. He is Caucasian and has short dark hair. He looks clean and well kept. You can tell that he is a middle class boy, he doesn’t have tons of money but he is also not completely poor. He looks like he is in high school or early college. When getting into this older car, something similar to an 1989 ford Lincoln, he has his cell phone in his hand it and looks as if he is texting someone probably his friend or a girl as he is slightly smiling. His cell phone looks to be some type of smart phone again reassuring that he is middle class.

[0:01- 0:03] The boy takes his right hand and reaches across his body for the buckle and buckles himself. This entire time he does not take his eyes off his phone, which is in his left hand. It is clear that he is overly submersed in his phone and seems like he drives often as he does this entire motion without even thinking about it.

[0:04-0:05] The boy is now adjusting the rear view mirror with his right hand but never looks up from his phone which continues to be in his left hand to see where he is adjusting the mirror. He moves the mirror about twice. By him moving the mirror when getting in there is a chance that he is not the only one who drives the car and probably shares the car with a sibling. The car seems too older for his parent to be driving so he wouldn’t share it with them.

[0:06-0:07] the boy now takes his right hand and reaches for the keys which are in the ignition and starts the car turning the keys forward. He continues to look only at his phone in his left hand. He again seems like he drives often and can do all of this without thinking about it and it is complete muscle memory. Also you can tell who ever he is talking to he is thoroughly enjoying the conversation he is having as he cannot look up from the phone.

[0:08-0:09] The boy reaches up for the shifter which is places behind the steering wheel on the right side. He pulls it down and puts the car into gear. He continues to look at the phone in his left hand the entire time.

[0:10] The boys right hand now transitions onto the top of the steering wheel and he lends back into a comfortable position while still viewing his phone. He seems like he is trying to impress the other person on the other side of the screen maybe thinking he is talking to a girl.

[0:11] The still image of the boy in the car in a laid back position with his right hand on the top of the steering wheel and his head slanted downwards towards his phone in his left hand fades slowly to the background. Big red letters that spell the word STOP in all capital letters appear across the screen. By the letters being red it is clear it catches your attention to pay attention to those words. Red is a statement color and attracts the attention of a person, making it hard to look away. By the word being stop it creates a sense of wonder if the director is talking to the watcher or the boy in the car.

[0:12-0:14] An image of an iguana appears the screen. The iguana’s eyes are moving all around looking in multiple different directions . The words Can you do this? Appear along the bottom of the screen in white. The words can you do this are referring to the iguanas eyes being able to move completely around viewing everything around them looking in two completely different directions. Again you are unsure if the words can you do this are referring to the boy or the viewer however it seems it is addressing both people.

[0:15-0:16] The camera goes back to the boy in the car but is now zoomed in on the boy’s face. The camera shows from his chest up. The phone is now in his right hand held up higher in front of his face. His left hand is on the steering wheel. He is attempting to move his eyes around the same way the iguana was from the previous screen. The boy has a strange smirk on his face but also expresses a sense of confusion. The boy realizes he cannot do what the iguana does and seems confused by who is asking him to do this as well as why.

[0:17]The screen is the same as the prior one except for the word No? in white appears on the bottom of the screen. The director again is addressing both the driver and the viewer as the director wants you to imagine being in the boys shoes. He is saying no referring to being able rolling they eyes and is asking the question rhetorically.

[0:18] The boy now looks completely away from his phone and shrugs his shoulders, suggesting he is the answering the question asked and is saying I don’t know. The grin is still on his face and the word No? is still on the screen. He also now turns his head to face the camera on the right side of his body as if he is looking for direction of what top do know and is showing prompt attention to the viewer as the director. The director has these question screens pulling the boys attention away from the phone, insulating what the director is asking is more important than that phone.

[0:19] The camera slowly fades out showing the majority of the car and the boy through the passenger side window. By the camera zooming out showing the whole car insulates there is more important things then what is in the car and when driving you are affecting more than just you. The boy takes the phone which is in his right hand and tosses it up and it lands in the passenger seat, which shows the boy doesn’t care much about the phone anymore and realizes there is more important things in life then driving and texting. He then looks forward as if he is about to drive.

[0:20] the car drives out of the screen from the left to right, showing he is on the way to his destination and is completely paying attention to what is going on around him.

[0:21] the screen now shows a picture of the woods with a short wooden fence along the side of the road appears and the words Then DON’T text and drive. appear in the front of the screen. The letters are in white and the only letters in capital are DON’T and the T in then. The background is the background after the car leaves showing that he has left and got the messages he should not text and drive. By the director saying DON”T in all capital letters it puts an intense emphasis on that you should not do it.

[0:22] The screen fades to black, as if the ad is over.

[0:23- 0:26] Then words Keep both EYES on the road. Appear on the black screen. They are in a blueish, greenish colored collage fading from one to the other as if its the skin of the iguana. The word EYES is in all caps insulting that your eyes are the most important part of driving is looking and paying constant attention.

[0:27-0:29] The screen now transitions into the same black screen with yellow dash marks going through the bottom of the screen mimicking the road.  In the middle of the screen “STOPTEXTSSTOPWRECKS.ORG” appears. The letters are all in caps and STOP is in yellow while the rest is in white, showing that stop is the most important part of the phrase. On the left side of the dash marks the words project yellow light area with a traffic sign and below that Ad councils symbol appears. On the right side of the dash marks appears NOYS in blue and under that is NHTSA with a symbol along that in the beginning, showing all the afflicting organizations with this movement and add.

https://youtu.be/tT415epIpY8

Don’t Set Yourself Back

• (0:00-0:01)-The first shot shows a man doing pushups in a dreary, semi-lit room. His hair is medium brown and of medium length but looks clean and well groomed. He is fair skinned and his face is showing some stubble but whether that is done on purpose is unclear. He looks to be somewhere in his twenties but no older than early thirties.
• (0:02-0:05)-The second shot shows the same man sitting up against a wall in the same room. This picture reveals he is wearing blue jeans, a short sleeved, white, crewneck t-shirt and dark socks. He seems at ease in a relaxed position, throwing playing cards into an empty coffee can. However, his facial expression shows signs of boredom and frustration like he’s trying to pass the time. Why not leave the room? Or is he not allowed to? A doleful song is played on a harmonica in the background.

• (0:05-0:07)-The following shots show the man staring longingly at two photos. The first is a photo of a really nice, shiny, black, old sports car in a driveway. Is it his? The second photo is of a pretty, dark haired woman with fair skin and a soft smile. She looks to be close to his age. She’s only shown from the elbows up. What’s the relationship between the man and woman? Were they together at some point? Where is she now?
• (0:08-0:12)-In next few shots, the man is shown playing a harmonica, stacking matchsticks, and crossing days off an empty calendar with a sharpie, after which he drops his head against the calendar in defeat. These reinforce the idea of boredom and loneliness.
• (0:13-0:15)-He is now sitting on the floor up against what looks like a bed and his bouncing something off the wall in front of him. It’s probably a ball of some kind but isn’t made clear. This makes a thumping noise. From the position and angle of the trees outside the window we can see he’s most likely in a room on an upper floor. The design of the window implies that he’s in a house or apartment, some kind of residential building. The leaves have fallen from the branches and the bark looks light and dry. It gives the impression that it’s also getting colder or coming out of a colder season.
• (0:17-0:20)-It seems the noise has attracted some attention as an older woman, probably in her forties or early fifties, opens the door carrying a woven laundry basket. She’s dressed in a floral blouse and tan cardigan. Her outfit and the laundry basket imply she lives in the house and his doing some housekeeping. Her hair is dark brown and cropped short. Her expression appears frustrated and she sternly tells the man in the room to “knock it off.” He replies “sorry mom.”
• (0:20-0:22)-A wider shot reveals this has all taken place in what looks like a teenage boy’s bedroom. There are posters decorating the walls and several sports trophies are on display throughout the room. It’s implied that this is the man’s bedroom. However, we must ask why it looks as if it’s inhabited by a boy about half his age.
• (0:22-0:25)The man then picks himself up from the floor and promptly flops onto the small twin bed behind him in defeat.
• (0:22-0:31)As the ad ends, the words “Buzzed, Busted, Broke” flash across the screen with red and blue police lights and a siren blaring behind them. The purpose of the ad is to appeal to people from a financial viewpoint. Being arrested for driving while even slightly intoxicated can result in high fines and legal fees. It’s implied that the man was arrested for “buzzed” driving and had to pay the fines and legal fees which made him “broke.” He’s now living back at home with a woman we presume to be his mother.

https://youtu.be/YImw-XRf2qU

(0:01-0:05)
The ad begins with a teenage girl at night that seems to be doing her homework. She is intently looking at the paper and pauses to ask for help. As she glances up at a man that looks as though could be her father, he approaches her, also looking down at the paper ready to help.

(0:06-0:09)
When the girl turns around to ask the man a question, he sneakily pulls out his cell phone. He then holds it behind her back so she cannot see that he has it out. The man proceeds to type the problem into the what looks to be the calculator app on the cell phone. He attempts to impress the young girl with his knowledge and ability to help, when it was the work of the calculator.

(0:10-0:12)
She turns around to thank him for the help and the man just shrugs and points to his head. He does this suggesting that he had known the answer off the top of his head and was glad to help.

(0:13-0:18)
It is a new day as indicated by light shining through the windows. The same man walks into the girls room holding a box of hair dye and has a towel hung over his right shoulder. He has a look of remorse and regret. It is clear something went wrong, as he previously had grayish-brown hair, but now has hot pink hair. The girl is on her bead with earbuds in, and appears to be doing some homework. She stares at him, flabbergasted, wondering why he would do such a thing. The look is one of such great confusion. The focus then shifts back to the man as he has the same devastated look on his face, while still holding up the box of dye that got him into this predicament. He did not get the results that he was anticipating prior to using it.

(0:19)
The scene has changed once again as an aerial view of a car attempting to parallel park is shown. The car is a silver, four-door sedan.

(0:20-0:23)
The car is shown backing up too far in the process of parking, and eventually tapping the front bumper of the car behind it. The car alarm goes off following the impact. The attention then shifts to the same man and girl in the car that was being parked. The man was the driver. Both of them jumped as the impact occurred, but it was not that hard. Nevertheless, shock came across both of their faces. Immediately after the initial reaction to the fender bender, he turns his head toward the girl. In a very calm fashion, he motions his hand towards the back of the car and seems to say something to comfort and console the girl because of what had just happened.

(0:24-0:26)
The man and girl are now in front of a house on what seems to be a beautiful day. She is standing next to him as he waters the plants. The flowers are pink, and as the focus turns to an up-close image of the flowers, yo can see that they are being sprayed with entirely too much force. It almost looks as though the pedals are about to fall off because of the water pressure.

(0:27)
A graphic appears on the screen that reads: ADOPTUSKIDS.org. There is a phone number underneath it as a reference to contact the promoted adoption agency.

(0:28-0:31)
The man continues to water the plants as the graphic remains on the screen for the conclusion of the video. And at the very end, she glances up at the man with somewhat of a happy look of admiration. It was as if she was just happy to be there in his presence.

Conclusion: I’m sure that this ad can be interpreted in a multitude of ways. To me, I saw it as a powerful message about adopted children. The man was messing up and doing unorthodox things throughout the course of the video, but he was there for the girl. That’s really all that matters. Since the girl was previously up for adoption, she may not have felt wanted in the past. So it does not matter what they do or how they do it, the company and guidance of this new father figure fills a huge void for her in the long run.

Ad: They Don’t Need Perfection | https://www.youtube.com/watch?v=ElX4I_vJFBE

0:00-0:09: A young girl, lonely, scared and afraid appears into the picture on the cold dark side of the street. She hesitantly glances left and right looking for something while standing at a bus stop. Perhaps she is looking or waiting for the bus or even a car to pick her up. She is alone, maybe she is waiting for a way home after school, or an after school activity such as a sport or band or the school play. Either way, she is awaiting for something and she has been waiting for much longer than she had anticipated.

0:09-0:23: The young girl nervously watches each car pass her by as she hesitantly continues to look left and right. She may feel alone, watching hopelessly as each car turns their head blindly and quickly passes by her. Helplessly watching, she sees her only signs of hope pass her by again, and again, and again.

0:23-0:36: The young girl continuously pulls her hair out of the way of her face in frustration. Her answers to her problems are not available. She realizes that she has no hope, and will not find her answer. A little girl all alone of the side of the street should turn heads, but instead the little girl is only ignored. What did she do to deserve the ignorance of each passing bystander? She is receiving neglect from everyone and everything.

0:36-0:45: All alone, she looks extremely upset as her eyes begin to tear up. She looks left, right, hoping for an answer and then looks up in prayer as if she has nothing else. At this point, she feels as if there is no hope, as if she is abandoned. Helplessly she leaves her post in the search for

0:45-1:03: She is very hesitant about her decision and suddenly stops in her tracks and turns back around facing the bus stop. She cannot decide what to do, questioning her decision to walk away from it all or to stay. She would be walking away from any hope she may have of finding her answer. Her answer could be multiple things, but whatever she is searching for she decides to wait a little longer.

1:03-1:23: She continues to pace back and forth, frustrated. She is no longer concerned about her hair in her face, and begins to cry in maybe fear or anger or even sadness. The lonely wait is too much for her to bare. Was she abandoned? Perhaps. Just when it seems all hope was lost, the screen cuts black.

1:23-1:32: The young girl opens her eyes, sitting down exactly where she had previously been before. On her left there is a young boy with orange hair next to her as he greets her. The emotions that had run through her had vanished. Hope has arrived and the loneliness subsided.

1:32-1:45: After all of the young girl’s frustration, the young boy seemed to cure any frustration, or anger that the young girl had. When she was alone and at her lowest, all she needed was someone there for her. Her answer to every problem was the young boy. Some one to be there when she was at her lowest. Mental illness’ often lead individuals to feel lonely as if no one can truly understand what that individual is experiencing. The little girl’s answer was simply someone to talk to.

“We All Have Problems”

0:01 The advertisement opens with a group of three men in the woods, one is standing still looking up with a perplexed look on his face. The other two are seen walking out from a path carrying some wood presumably to start a fire. They are all dressed to fit the part of a camper. It looks to be late day as the sun is not directly above but instead coming from an angle. As the two men approach their friend they stop close to him, with a proud/accomplished expression on their face they drop the sticks in a pile where some had already been placed. At this point the two seem to be done with their task and look ready to start the fire.

0:02-0:03 The camera angle then changes to beneath the mans shoulders who was staring upwards. The view is of his head and of the multiple branches that are seen swaying in the breeze above. The camera stays there for a slight pause. Is he worried this maybe a bad spot for the fire? The brush overhead could easily catch on fire.

0:04-0:07 The camera then goes back to the man’s face who was seen staring up. He is looking at his friends and can be seen saying something to them as his head nods in one direction perhaps signaling them to move to a different location. Camera then pans out onto all of them and the two who got the wood seem to have a disgruntled look on their face.

0:08-0:10 The agitated looks of the two men quickly turn to a face of apprehension. Their vision shifts away from their friend to something behind him not seen on camera. Noticing his friends gaze the man turns around slowly and is met by an imposing figure. A huge creature with brown fur is standing within inches of the man.

0:11-0:16 The next shot is of Smokey the bear towering over the man looking down on him. There is a brief pause making the moment even more dramatic. Smokey then closes his eyes and leans in to hug the man who is in complete shock. The camera angles to just the mans face pressed against the bears furry body. His nervous expression then slowly turns into relief as he puts his arms around Smokey. An awkward smile slowly envelopes the man’s face as he takes in the magnitude of the situation he is in.

0:17-0:30 Smokey then turns and slowly walks back into the forrest, with the camera behind the men watching him walk away. It then returns to a full body shot of all of the men. Their body language seems to still be in awe as they are all very still. After a brief moment one man says something short probably to break the silence and put what just happened into perspective. Just as Smokey is seen leaving the view of the camera the one man in the middle awkwardly waves bye.

This short video clip is very simply laid out and easy for anyone to understand. Even without the sound it is easy to put the pieces together to see what the objective of the video is. The camera angles allow for your mind to interpret the different moments with varying thought provoking emotions. For me I was able to picture someone with a deeper concern for their environment and an understanding of consequences. Protecting our environment in today’s modern manufacturing based world is a crucial endeavor our species faces and cannot be taken lightly. This commercial although not portraying it quite that way is a good start. The spokesman of natural conservation, Smokey, was also a good icon to use as a support. This most definitely reaches out to animals lovers and if it wasn’t clear that our wildlife and conservation of habitats are intertwined this consolidated it.

https://www.youtube.com/watch?v=f4b6d6Kd_34

0:00-0:06 As the ad begins the screen fades from black to an all white screen as two hands on either end of the screen raised together facing one another each holding a glass of wine. As video begins to play it can be seen that the entire video is being played in slow motion. You can tell this due to how slowly the hands hold each glass of wine are moving towards one another. Which is done purposely to show every detail of what is occurring as theses glasses come closer to one another. All that is in the picture are the two hands forcing all focus to be on the two set of hands. The background being white as to not draw attention thereby the viewer can focus on what is happening. It is not specified as to whether or not the hands belong to a male or female. But visually they do look to be like the hands of men. It isn’t written in stone as to what gender seeing how the faces of the individuals are never presented for the viewers which I think was done purposely because that is not what is important in regard to the message the ad is portraying.

0:07-0:13 As the ad continues the glasses are raised towards one another in an attempt to make a toast and clink their glasses. The hands then begin to move across the screen towards one another in an attempt to make contact. As soon as the glasses make contact with one another they completely shatter in the hands of the two individuals. As the glasses being to break in front of the us, the viewer we can see the glass begins to shatter first then as it continues to break you see the wine toss-up and begin to fall creating a huge mess. The hands then begin to separate as the glass and wine is still falling upon them all that’s left is the bottom handle of the wine glass showing the damage that was done. The two hands then retreat to either end of the screen from where they came.

0:14-0:22 Now that the two hands holding the wine have gone away but now are returning with two mugs of beer attempting to raise their glasses together once again. As the video continues the hands brought into screen in the same fashion from either end of the screen moving towards each other in slow motion. This time as the mugs are brought into view you can clearly see a reference to college life and college drinking. The mugs clearly have a logo of a college “U STATE” written across both mugs. The mugs of beer make contact with one another once again they shatter. As the damage is done in slow motion you can see the shards of glass going in different directions and the beer following. The only thing left as the hands separate are the handles to the mugs leaving just as much of a mess if not more then the glasses of wine from the previous shot. As the hands separate they leave the screen by  returning to side of the screen they once entered.

0:23-0:31 The hands holding the mugs of beer have left the frame now having two hands replaced them moving in from either end of the screen one again. They are now holding a glass cup of some sort of liquor and ice. The glasses again are moved towards one another in slow motion but just before the two glasses collide like they had once done before a third hand interrupts entering from the bottom right of the screen and interject the collision of the cups saving the two from breaking just as the glasses of wine or mugs of beer. Just as the remnants of the glass settle in the glass cup a sign appears centered horizontally  and roughly an inch or two from the top of the screen reads “FRIENDS DON’T LET FRIENDS DRIVE DRUNK” and across the bottom reads “Ad Council U.S. Department of Transportation” which was also centered horizontally and roughly an inch from the bottom of the screen. The video then fades to a black screen.

This video was able to speak volumes even without the ability to hear what was being said. Each of the different shots were able to address a certain demographic in my opinion. When I think of wine what comes to mind is someone who is older or mature. When the ad used the reference of the beer mugs with the college logo that was able to portray the young adult or teen. And having them both have the same outcome of destruction shows that no matter the age or the type of alcohol it can be dangerous causing horrific events to occur. In each of the collisions it was important to show that some part of the glass or mug was left in the hands when they left the screen. It showed that even after the horrific event had occurred each of them were left with a piece they would have to deal with. Its known amongst young adults that the common quote is “That will never happen to me” but this ad shows it actually can and will if your not careful. Its advises everyone to take the right precautions when drinking and showing like in the last frame stopping that final glass could be the difference of saving a friend from a horrible accident. Stopping the final glass isn’t only to be taken literally but I think it is symbolism for all the different ways of aiding a friend who has had to much to drink. Whether that be taking their keys, finding them a safer ride home, allowing them to sleep over, or taking the drink from their hands.

• sec 01-04: The “ad” opens up with a black screen and white lettering with an info statement saying “What you are about to see is real footage courtesy of the Bully Project.” Therefore, we must assume the ad will have something to do with bullying.
• sec 05-14: The scene opens up with a crowded bus full of kids. The camera is pointing to the back of kids heads giving you a situational imagery as if you were there on the bus. A young boy seems to be hanging off the side of a seat in a brown shirt on the right side of the bus where another boy is sitting. Is the boy welcomed on that seat? Is he forcing his way on the seat? It’s hard to tell because the young man is moving back and forth in tiny increments but it may have to do with the road the bus is traveling on.
• A second later the boy hanging off the seat is abruptly pushed to the ground falling in the aisle. It is apparent now that the boy hanging in the aisle not welcomed in that seat.
• As the boy attempts to get up and back in the seat a young girl in front of them turns around showing all signs of anger. He face wrinkled as she scorns the boy and her mouth wide open in disgust.
• All of a sudden a young boy behind the two confrontational boys throws a punch at the kid in the browns back, connecting with the punch. The boy in brown turns around with his mouth wide open in complete shock. The kid who hit him takes his left hand and points to a seat on the left expressing to sit down. The fast motion of his hand shows some form of anger or anxiousness. He must be annoyed at the kid in the brown. The boy in the brown then gets up frustrated and walks to a different seat away from the girl and two guys.
• sec 15-16:The camera cuts to a blonde girl seeming to be staring at something towards the back of the bus. Her mouth is wide open and she has an emotionless face possibly from being shocked or maybe even concerned. Where she is looking seems to be toward the direction of the boy in brown and the kid who hit him.
• sec 16-18: The camera then cuts to the back of a boy in black. This boy in black is now sitting behind the boy in brown. The boy in black quickly reaches around from the seat behind and proceeds to grasp the boy in browns neck. He shakes it back and forth in a jerking motion.
• sec 19-25: A young boy who is looking towards the back of the bus peaks out only a tiny bit. He seems to be hiding but also interested, why is this? Who is he afraid of? Does he not want to be bullied?
• Another boy who looks to be at the very back of the bus is looking forward while standing. He slowly begins to move his head downwards and his facial expressions turns to looking upset. He looks at the ground as if he is ashamed. Is he ashamed he isn’t helping?
• The next shot captures a group of kids just staring off into the distance, with complete emotionless expressions as if nothing just happened.
• sec 26-31: The screen turns to black for a split second until a slogan appears in white that reads “Teach your kids how to be more than a bystander. Visit stopbullying.gov” There is no reason to why none of the other kids on the bus could have done something to help the poor kid in the brown. Physical and emotional abuse are not okay. You need to stand up to the bully’s not let them win.

https://www.youtube.com/watch?v=eRlbyVF3q88

0:01 – 0:04

The advertisement starts off with a backshot of a very young boy around the age of 10. The boy is wearing moderate clothes that look quite casual and plain. This indicates that the child does not have a very lavish lifestyle. The boy is also wearing a backpack which indicates that he goes to school. The boy is walking on a sidewalk in a casual manner so there doesn’t seem to be an impending danger or urgency in the area. This means that the child has to be in a secure neighborhood as the child can walk alone by himself. Either that or the child is walking without knowledge of the potential danger around him. There is a car driving around on a road and some street signs, but there are not much people or cars around. Not only this  but the grass that is shown on the righthand side shows this is not in an urban area and more of a suburb. The area seems to be relatively peaceful and well kept so I will assume that the area isn’t a ghetto either. We also do not know if the child is going to school or is coming back from school.

The child then casually opens a wired gate. Because it is a suburb, I will assume it is either a fenced gate for a house or the gate to the school. The gate brings up some interesting questions. If there is a fenced gate, it indicates that there is at least some sort of security for the building. Also since we saw open driveways on the sidewalk, unless the jump cut into a time that was much later, we can assume that the child was going through the side gate and entering through the back if it was a home. The fact that the gate opens to a narrow dirt path with a wooden plank laying on a wall with plants all around indicates that he is entering a backyard.

He may be entering a friends house or his own house but there is no certainty as of now. However, the lack of needing a key and the ease of opening the gate shows that the child knew what he was doing and was used to opening that gate.

0:04 – 0:07

The frame shifts to see the boy entering what seems to be a kitchen, immediately taking off his bag and opening the fridge. The ease of the boy throwing the bag inside the house means that he is quite comfortable inside the house. The boy does not go back to lock the door either, so the boy definitely feels safe inside the house.

The house seems like a standard suburban home which does not seem run down. Everything is also very clean, so the house is kept in good condition. From a clock you can tell it’s around 2:35, which is around the time kids get home after a day from school. He also does not call out for anyone, so the boy was not expecting anyone to be in the house. This means this house is definitely the child’s home. This also may indicate that his parents are not there. However, we do not know the reason of the parents’ absence.It may be that the parent/parents left or that the parents are working.

On the top right it shows a handprint painting and coloring utensils. As he opens the fridge, it reveals more hand drawn pictures stuck on the fridge. All of the drawings showing the innocence of the little kid.

0:07 – 0:08

The camera is angled so it shows the boy looking inside the open fridge. However, the frame shows that there is not much food inside the fridge that he can eat. The fridge is notably clean which gives a sense of responsibility as the fridge easily could have had stains and gunk everywhere. There are three containers with food (which we assume he cannot eat, a jar of sauce, and a box of something that you cannot tell what it is (however the child doesn’t go for the food so it must not be food that the child can eat)

0:08 – 0:10

The camera now shifts to a slight opening in the fridge that shows the little child’s face. The child looks down and seems somewhat dismayed. However, the child doesn’t give a sense of huge bouts off emotion from the food so the child may be used to this lack of food. There is also another drawing in the bottom left-hand corner of a single possibly male person but it is too blurry to see the fine details. However, the picture seems to be way more intricate than the others that were shown, which indicates that maybe the boy didn’t draw the picture but potentially a sibling.

0:10 – 0:12

The camera goes back to showing more of the fridge. It shows that the child was looking at the other very few options that they have. This frame also shows more of the food, showing three more containers and some condiments (which the boy seemed to be looking at). However, the fridge still looks abysmally empty. A hand drawn photo is shown of what seems to be his family in the bottom left corner again on the fridge. The picture is comprised of two females, a male, and what seems to be either a dog or stuffed animal. The boy is most likely the child we have been seeing the entire add; the child in the middle is most likely the boy’s older sister. The oldest one is probably the mom. The mother is completely dressed in a uniform blue and quite resembles a nurse’s outfit in a hospital, which indicates that the mother may be working at the hospital while the child is at home. There is also no father in the drawing which indicates that the father left the family before the child really knew him so the father may have left early on/ before the boy was born. This also further implies that the mother must be working much harder than she normally would have in order to fill in the financial gap that the father has caused and explains why there was no one inside the house to greet the boy.

A hand drawn photo is shown of what seems to be his family in the bottom left corner again on the fridge. The picture is comprised of two females, a male, and what seems to be either a dog or stuffed animal. The boy is most likely the child we have been seeing the entire add; the child in the middle is most likely the boy’s older sister. The oldest one is probably the mom. The mother is completely dressed in a uniform blue and quite resembles a nurse’s outfit in a hospital, which indicates that the mother may be working at the hospital while the child is at home. There is also no father in the drawing which indicates that the father left the family before the child really knew him so the father may have left early on/ before the boy was born. This also further implies that the mother must be working much harder than she normally would have in order to fill in the financial gap that the father has caused and explains why there was no one inside the house to greet the boy.

0:12 – 0:13

It cuts to the boy stepping on a chair to stand up on it near the countertop. From this angle, you can see that the fridge is flooded with numerous different papers. There are some with crayon-drawn hearts and other drawings and a certificate which is either for the boy or sister for an achievement at school or it could be the mothers nursing certificate. However, it is more likely to be the former of the two as it is unlikely that something as prestigious as a nursing degree would simply be put on a fridge.

0:13 – 0:14

The boy opens up the cupboard that was out of reach to presumably find more food. This might be something the child always does or might be a search of desperation. However, there is not much food yet again. The frame shows containers such as flour, yeast, relish, and other food that the boy can’t eat or open easily. This shows that the child is looking for anything to eat and is still coming empty handed.

0:14 – 0:16

The frame shows a close-up of the boy’s face looking up at the cupboard. He seems to not reach for anything in the cupboard which means that he does not try to open the canned foods that might be able to be opened given persistence. This means either the child does not know how to open the cans or he has been explicitely told not to touch them. The boy moves his mouth in a way that conveys disappointment.

0:16 – 0:19

It shows the child standing on the floor and him walking away from the kitchen. As he walks, he looks up once more just to look down on the floor yet again.

0:19 – 0:25

A completely new person looks directly at camera speaking. The woman showed up when the boy left and had no interaction with the boy, so we can assume that the boy doesn’t know about the person. It is also assumed as it randomly cuts to the woman is talking about the boy and his circumstances, though we do not know what sh

The frame is still inside the house viewing the kitchen. Also, you can now see markings along the door at different heights and dates, indicating that the family used that to keep track of the boy’s growth and brings more empathy toward the child that didn’t eat. It also shows that there is love in the family, even though we personally can’t see the interaction. The woman does not talk with her hands and looks dead into the camera so we do not see much with body language. However, the entire time the woman had a stern look on her face which indicates seriousness.

0:25 – 0:30

It cuts to a white background with the words “Feeding America” (the logo) and “FeedingAmerica.org