Dr. Hammam Al-Rifai
•Topic: Soccer and Advertising
•Write an argumentative essay with an:
•1- Introduction (why this topic?)
•2- Historical background
•3- Analysis of the related Ads or commercials
•Volvo Trucks "The Epic Split feat. Van Damme“
•Agency: Forsman & Bodenfors, , Gothenburg Sweden/ 2013.
Director: Andreas Nilsson, Folke Film
•Client: Volvo Trucks
Agency: Forsman & Bodenfors, Sweden
Agency Producer: Alexander Blidner
•The year’s most adrenaline-fueled ads, oddly enough, came from a B2B long-haul trucking campaign. Swedish agency Forsman & Bodenfors upended the category with its hair-raising test stunts for Volvo Trucks, ranging from a woman slacklining between two speeding 18-wheelers to a man fleeing a herd of bulls in a Volvo FL. The crowning achievement, though, was Jean-Claude Van Damme doing "the most epic of splits" between two slowly reversing Volvo Globetrotters, showing the precision of the vehicle’s dynamic steering. Exquisitely shot by Andreas Nilsson, with strangely poetic narration by Van Damme over the echoing, ethereal swells of Enya’s "Only Time," it’s a mesmerizing minute of film—odd, audacious, hypnotic, and in the end, epic indeed. And with 60 million YouTube views in less than a month, it has the world under its spell.
•3 a- Archetypal journey(Give numbers to shots, Describe their content, Analyze hero’s journey)
•3 b- Techniques (Ethos, Pathos, Logos, etc…)
•3 c- Style (Ludic, Parodic, Intertextual, etc…)
•Show the commercials two times to three 3 young participants (18-25 years old).
•Allow the participants (18-25 years old) to re-write the story of the commercial.
Analysis of the Participants’ elicitation
•Try to understand and analyze the consumers’ response
•Think of ways to improve the response of future viewers
•Quantify: how many participants confirm your analysis is valid.
•Qualify: what are the meanings, styles, archetypes that the consumers are projecting.
How to make it better
•Discuss points you would like to improve in your commercials.
•Try to convince or persuade the reader to agree with your point of view or claim.
•Present a New Concept which would help the commercial overcome any weaknesses.
•Conclusion: Summarize your experience
Last, F. M. (Year Published) Book. City, State: Publisher.
James, H.The Ambassadors. Rockville, MD: Serenity.
•Rowling, J.K. (2001) Harry Potter. London: Bloomsburg Children’s.