Non Verbal Communication is defined as communication that occurs when stimuli other than words creates meaning in the mind of the communicator and thus, is largely non-linguistic. As such, I believe that we can all agree that this superbowl ad for monster.com is largely non-verbal in nature and actually is quite good, albeit humorous, at bringing forth its key advertising message.
My interpretation of the commercial is as such:
Beginning from the outside of the building, the camera pans in a circular manner, first revealing the largely classy and well-furnished office of a professional executive dressed in suit. The decor of this office consists of antique solid red wood furniture, with a moose head mantle piece being the centre of attraction and it is evident that the suited man is rather idle. The camera then continues to pan, in the next room which reveals a shabby and messy office setting with a single office staff. Here, we see something unusual, in that the remaining half of the moose stands adorned on the office table. Obviously, this is not something we see every day and does in fact, have an underlying meaning.
Firstly, this commercial clearly utilizes Objectics (the study of how meanings are conveyed through artefacts), the moose being the centre piece. It is evidently split into 2 parts to convey the idea that bosses in the private sector tend to be glorified and host a relatively dignified appearance. On the other hand, staff holding lower vocations under these bosses tends to get the rather undignified end of the job scope, and this is clearly portrayed when the office staff looks upon the rear end of the moose and winces, imposing an element of "arse" in his daily work. The advertisement also makes use of Kinesics, portraying the body language of both the boss and the staff distinctly, of course with the office worker looking shaggy and haphazard while the boss looks idle and confident. Moreover, there is also an element of Paralinguistics (vocal non-verbal cues) that can be sensed in the use of music and sound effects. The rather dignified setting of the bosses's office is accompanied by soprano singing whereas that of the office is mated only to the sounds as heard in the daily grind of endless work.
All these elements come together to form a successful non-verbal communication which is both Normative and idiosyncratic, which basically means that the subject as portrayed in this ad consists of cues that have socially agreed upon meanings. Afterall, I am sure that most society's white collar workers can identify with the setting as portrayed in the commercial.
I feel that this particular commercial is really effective because it first uses all these non-verbal cues to help the audience recognise something that is familiar, before it ends of with text that then bring forth the key message. Such organisation not only helps to create impact, but also an element of suspense in that the audience does not really know what the "product" is till the very end.
Hope you liked the clip as much as I did! .... Stay tuned!
This is a very interesting commercial. I have trouble interpreting what does the moose symbolise.. Thanks for the interpretation! :)
ReplyDeleteIn fact, I do realise that advertisements with wordings/speeches (is there a term for this?) are rather straightforward, and requires little evaluation. Audiences will determine it's success based on the graphics, and probably the model of the advertisement.
On the other hand, I find that such non-verbal advertisements are more engaging because it requires a higher level of thinking. More often than not, they tend to have a more lasting effect in my memory.
Interesting commercial.. :)
In addition to the focus of the ad (the moose), there are other subtle cues such as the light streaming into the study-like office of the relaxed executive. That window with the sun's rays filtering through connotes an openness which is unlike the stifling atmosphere of the 2nd part of the commercial.
ReplyDeletethe shelves of books also indicate intellectual pursuit and refinement. Even the size of the 2 'offices' convey a message, the large uncluttered desk in the luckier man's study in contrast with the boxes and documents stacked on top of each other in the latter's office show how leisurely/busy both are.
the shrill sound of the copier/scanner in the 2nd part also add to the tensed-up atmosphere.
At first, it does not occur to me that it was a commercial for people who are finding a new job.
ReplyDeleteHonestly, after I watched the video, I was thinking to myself that even if he finds a new job, he might still be stuck in those same circumstances. It does not appeals to me at first, but after watching it again, I think that the way the advertising isn't too bad but it still needs improvement.
Non-verbal communication is seen here and I especially like the way of the objectics in this commercial; the contrast of both scene is exaggerated on purpose. This makes this commercial stands out.
Hmm actually on hindsight. Without prior intense speculation of the details of the advertisement, i think perhaps it appeals to the lot of us is because its humourous.. and it also relates to most of us. Its quite normal to omit most of the subtle cues, especially the first time we watch this advert... Come to think of it, nonverbal cues is not only the center of the advert, but actually is the centre of the workplace too. Think abt it! most of the blue collared workers i know of tend to keep alot of grudges inside them, part and parcel of life i guess...
ReplyDeleteHAHA! I enjoyed the clip.
ReplyDeleteDefinitely and interesting take of the world today. While one person is living and working in luxury, another could be suffering the side effects of it.
Monster.com did a very good interpretation of the world's unseen truth that probably have certainly struck many to think if they were in this position.
Stirring up the emotions of the people, getting them to rethink what they are doing. Taking action on it to get a reaction!
Interesting! (: