Introduction
The visual appearance of the advertisement video defines the level of informational perception. It is necessary to mention, that the presented video is more accounted for youth, as elder people are not attracted by the views of aboriginal rituals. But young people usually take it as a part of entertainment, and exotics. Probably it is closely connected with childish admiration of the stories about American Indians, and the aboriginal tribes of any part of the world are associated with Indians, adventures, and magic rituals. (Driscoll, 2005)
The creative concept of the video is to demonstrate the slogan of the company “Red Bull gives wings”, and the promo video displays literal realization of this slogan: shaman tries to call the rain, but constantly fails, until he tries Red Bull, and rises into the Heaven, and communicates with the gods directly. Surely, the slogan is quite formal and is meant to signify, that it just gives energy for overcoming some challenges, but such a creative concept, as shown in the video improves the awareness among the audience. (Laurie, 2001)
As for the rationale, it should be emphasized, that the choices that may be made by adolescents after watching this video may not be explained by adult reasoning. One may choose coffee, and claim that it is a natural product, one may claim that Red Bull is something pretty fashionable, but some minorities would prefer not to use any energy drinks. (Zimmerman, 2004)
Deconstruction of the Advertisement Video
Visual features: pictures of tropical scenery attract the watcher’s attention first of all. Aboriginals, trying to extract some cocoa milk from a nut look a bit funny, on the backdrop of the existing cultures and civilizations. Thus, it may be regarded, that the presented promo video in some way diminishes the achievements of the civilized society, and religious beliefs of small idolater peoples are taken funny, and not fully respected by the advertisers and watchers. (Mazzarella, 2006)
Image features: as has been stated above, the stereotype regarding the aboriginal tribes is observed here. This video is not claimed to either support these stereotypes or to break them. It just chases the aims of increasing the sales of the products promoted.
“Youth brands” were judged those applied by more than 2.5% of teenagers aged 10 to 15, and when that age group made up only 4% of an audience, such product advertising was partly as likely to be created as “adult brand” advertising.
“Red Bull brand accepted among youths is more probable than the adult brand to endorse in periodicals with the high youth audience,” reported the investigators from Harvard University, Boston University School of Public Health, and the Massachusetts Department of Public Health. (Driscoll, 2005)
Textual features: language here is not sufficient, as the aboriginal tribes rarely use some widely known languages, moreover, the video may be translated for broadcasting in any country. Thus, only scenery stays sufficient here. Letters are large enough, as the aim is to show what is promoted. Red letters “Red Bull” and “Energy drink” are claimed to attract attention, and fix in the minds for a long time.
Logo and design denote the high energy, which is given by a single can of the drink.
References
Driscoll, Catherine. Girls: Feminine Adolescence in Popular Culture and Cultural Theory. New York: Columbia University Press, 2005.
Hendershot, Heather. “Shake, Rattle & Roll: Production and Consumption of Fundamentalist Youth Culture.” Afterimage 22.7-8 (2007): 19.
Laurie, Peter. The Teenage Revolution. London: Anthony Blond, 2001.
Mazzarella, Sharon R., and Norma Odom Pecora, eds. Growing Up Girls: Popular Culture and the Construction of Identity. New York: Peter Lang, 2006.
Zimmerman, Jill S. “An Image to Heal.” The Humanist. 2004: 20.