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Argument Analysis

In: Computers and Technology

Submitted By clamknuckle
Words 934
Pages 4
Argument Analysis
Clint Chapman
Ivy Tech University
ENGL 112 Exposition and Persuasion
Tolulope Idowu
2/13/2011

http://www.youtube.com/watch?v=9yzeCsv-qrM
Abstract
I’m going to analyze an advertisement for the wildly successful video game, Call of Duty: Black Ops. We will look at the audience the video is intending to reach, and the message it is trying to get across. Its about a minute long and features a few celebrities, but mostly just normal people in a war time setting. It looks to be well produced, and it was generally well received by anyone who viewed it. Youtube, black ops, call of duty, advertisement,analysis

Call of Duty Analysis In November of 2010 the latest installment of the wildly successful video game franchise, Call of Duty was released. It was known as Call of Duty: Black Ops, and is first person shooter set in the height of the cold war era. There was an intense media and advertising blitz, mostly online and in print, but there was one notable commercial. As someone who has played all of these games, and usually at the top of the leaderboard when I do play, I was already excited before I saw the commercial. The commercial is trying to appeal to a wide range of people, not just the typical 15-24 year old male that this game appeals too. Those people already know about the game, have more than likely already pre-ordered it, and will be waiting at midnight to pick it up. This commercial is obviously not for them. It is, however, for the average person who has maybe heard the name “Call of Duty”, but not really sure what it’s about. It opens with a few Blackhawk helicopters coming into scene with the Rolling Stones “Gimme Shelter” as the music for the entire piece. There’s a nice looking woman in business attire laying down some fire from an assault rifle, then a few guys in business suits dropping down on rope, you don’t really see their faces though. The next scene is an average looking girl preparing a door for breach with her 12 gauge shotgun. She has an extremely satisfied look on her face, as her flower girl teammate kicks in the door and a nurse throws in a flashbang, used to blind opponents. This first set of action sets up the premise that anyone can play, and you have no idea who your teammates might be. It’s also supposed to convey what you can do in the game. It’s a fairly accurate representation, with a few extra things thrown in for effect. Up next you see a construction worker manning the mini gun of a Blackhawk helicopter, and he immediately gets a rocket shot at him. Then you see Kobe Bryant coming into view. Even if you don’t know sports, he’s one of those recognizable people. I think this does two things for the advertisement. It appeals to the crowd of game players that are only playing sports games, and it immediately lends credence to the game, if someone so famous is “signing off” on it. Next up is the concierge holding an AK-47, his cell phone rings, and he answers it, bringing the message across that the game is playable while you are working, which appeals to yet another audience, the cubicle crew, those of us who are stuck in our cubes on a daily basis. The ability to escape to this world for even a few minutes is very appealing. I believe this part of the ad is the Pathos, appealing to the average man’s need to get away from life. The next part has an older man throw his tie back and shoot an exploding crossbow bolt into a car, while a younger man in a football jersey gets blown up. It’s quite obvious the message here is that you don’t have to be a young college student to play games, and win. The older business executive can get it on as well. You see Kobe Bryant again, this time with the words “Mamba” on his weapon, signifying his online persona, or “gamertag” This motif is carried out through the rest of the commercial, with the very next person, as his shotgun says “SSG Tran” with the “SSG” signifying his online group that he plays with, also known as a “clan” You then see the second celebrity, Jimmy Kimmel, with “proud n00b” across his weapon. I think this is perhaps the strongest message in the commercial. Jimmy Kimmel is about as average as a guy you can get, and he’s in there mixing it up as well. The commercial ends with a line cook walking in front of a very large explosion, and the words “There’s a soldier in all of us.” This part of the ad is the Ethos, as the stars give it credibility.
I think overall this commercial is nothing short of genius. It appeals to nearly everyone you can think of, genders, multiple races, and all ages are covered. The message is clear and concise: “Everyone is playing our game, you should be too”. I think it’s probably one of the best commercials I’ve ever seen, and it’s not just because I’m a fan of the game, but because it’s so well done. I think this is the Logos of the ad. The entire message is that everyone is playing, you should too.

References:
http://www.youtube.com/watch?v=9yzeCsv-qrM

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