MTV Global warming advert

Analysis of the MTV Global Warming Advert

What makes the advert good?
-music
-effects grab the audiences attention
- great graphics which put the situation into perspective
What makes it bad?
-It fails to reach its demographic
-It fails to create a jump to action

INTRODUCTION- The MTV global warming advertisement was a well structured however failed to reach its demographic. In addition, the text at the end of the advert is too small and the language it uses is too complex for the audience they were aiming for. Which was the whole reason the campaign failed. Aside from that, the advert is extremely powerful. The visual effects help simplify the causes of global warming for a wider audience. Whereas the music contributes to the alarming mood, finally the graphics also aim to grab the audiences attention.

PARAGRAPH 1- positive factor
The visual effects portrayed in the advert have been well thought out and effectively serve to capture the audience's attention.
-Cartoon like cars, airplanes and clouds floating around an everyday mundane object such as the globe.
Creates contrast between a mundane object often taken for granted and the visual effects of the clouds and cars. It captivates the audience because seeing something unexpected will immediately force them to want to watch more.

PARAGRAPH 2- positive factor
The music completely fits in with the theme of the advert which is to move the audience in the hope of creating awareness and making a change.
The song is sang by a male who sings in a particularly depressed voice to add to the theme. In addition the song itself is written using minor keys which automatically makes it sad.

PARAGRAPH 3- positive factor
Lastly the graphics serve not only to grab ones attention but to simplify the situation for the larger audience to understand, as well.  Anyone person can understand that the increasing number of dark clouds and lightning means there is nothing good the future hold.

PARAGRAPH 4- negative factor
In contrast what this advert fails to do is reach its demographic. This is the point where an advert can fail completely or succeed. Especially when it comes to an advert trying to raise awareness.
The advert fails to do so by inserting text which is much to small and not using the right diction. Most people for which the simplistic style of the advert was aimed will not understand the meaning of a ''tipping point''. Which makes them likely to simply ignore it.

PARAGRAPH 5- negative factor
Due to the small text at the end of the advert, it fails to create a jump to action. All the animation and sad music which was leading up to it completely dies down because there was no distinct moment when one would say they need to make a change.
Towards the end of the advert we skip to a shot of an alarm clock counting down, this would have been very effective if I knew what we were counting down to. Which is why the message portrayed by the small text should have been bigger.