Thesis: Coal is the best energy source for promoting a sustainable and affordable future in America.
TOOL SET #1 The Triune Brain
- This commercial touched upon the neocortex brain with the words that were said by the people in the commercial, they described the belief in a clean, affordable energy, a decrease in greenhouse gas emissions, and to look towards the future. The general population knows that fossil fuels aren't clean and that an alternative must be found, so the script of this commercial makes it appear that a good solution has been found, when in reality coal is one of the dirtiest, if not the dirtiest energy resource.
- The images of people being successful in their jobs touched the limbic brain because people tend to relate emotionally to people who have similar interests as them, and this commercial presented a wide array of people doing different jobs. These people all appeared happy and successful, which would create a sense of connection between the viewer and those presenting the commercial's information
- The limbic brain was also touched with the usage of music playing in the background, which built up as the commercial progressed, which led the viewer to think the climax at the end of the commercial would be where this clean, sustainable and affordable energy would be presented.
TOOL SET #3 The 8 Shifts
- This commercial presented a discursive shift (objective to subjective) because the advertisement is not presenting the harmful impact of using coal for energy. The company is trying to sell coal to Americans as a clean and affordable resources when in reality it creates an extremely large amount of pollution in groundwater, destroys landscapes (hello, mountain top removal?!), and releases greenhouse gases such as methane. Note that none of these harmful impacts of coal were mentioned in the commercial
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| Mountaintop Removal Photo Source: http://www.flickr.com/photos/nationalmemorialforthemountains/sets/72157594311438996/detail/ |
- There was also an epistemological shift (word to image) in the commercial in the sense that the viewer can actually see the people supporting coal, which can be more powerful than merely reading words about people supporting a product. The ability to view an advertisement allows people to relate on a more emotional level with the product and those presenting the product, in this case, coal.
- There is also an economic shift (corporate consolidation) because this coalition is working to get support from Americans towards the coal industry by presenting it in a way that will be extremely appealing to the public, by saying it is cheap and clean and protects the environment.
"FACTS"/CLAIMS MADE:
1. Coal is the most abundant energy resource.
2. Coal can be used cleanly and responsibly.
3. Using coal limits the amount of greenhouse gases emitted into the atmosphere.
4. Using coal is a way to protect the environment.
5. Using coal is looking towards the future.
TOOL SET #4 Seven Basic Principles of Media Education
- Pacing: This commercial moves at a rate where the viewer is able to get the input of a variety of different people in a short time frame, but long enough that the viewer can understand the occupation of the speaker and what they believe in that coal can provide. It is easy to understand because the camera stays on each person for an extended amount of time, rather than quickly hopping between different people.
- "Reality" Construction/Trade-offs: The viewer is definitely not getting the full story here because the coal coalition is not exposing the harmful impacts that coal has on the environment. The viewer is tricked to think that they are buying into a sustainable practice, when in reality it is extremely unsustainable, it was just framed in a way that the product seems like a good energy alternative. Anybody with a basic environmental understanding of coal can tell the skewed perception that this commercial presents.
- Production Techniques: One of the techniques used was music; The music is built up throughout the commercial, building up to the point where the type of energy is exposed to the viewer. This technique helps viewers become emotionally attached to the commercial as well as draws the viewer to wait and see the final moment when the product is exposed. The camera angles used is also a production technique, because it showed the people doing their occupation, as well as speaking head on to the camera. This allows the viewer to feel like they're getting to know the people on a more personal level, which can lead to an increase in trust.
TOOL SET #5 T.O.Ps
- Repetition: The phrase "I believe..." is repeated throughout the commercial by the different people presenting their message to the viewer. Towards the end of the commercial "we can" is also used repetitively, climaxing when it is said, "we can, we will."
- Plain Folks: This is used in the sense that the commercial presents a diverse array of people to present the message that coal is the best energy choice. There are elderly ladies, students, farmers, doctors, scientists and more. This shows that a large percentage of American society is represented as supporting coal.
- Group Dynamics: This is used in the sense that "we" can be energy independent and "we" can use our most abundant fuel cleanly and responsibly. The usage of we builds community throughout the American society and builds a sense that the company is looking out for the entire country and working together to create the best possible method to get energy
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| Photo taken by me from Camel's Hump Don't let Coal Companies destroy beautiful mountains! |
