Advertising, Happiness and The End of the World

 For me the topic of happiness is an expansive one, that has many different sides and points of view. When I find myself experiencing the feeling of happiness, its usually in the company of friends or family, playing my favorite sport, or eating delicious food. All of these examples may provide similar feelings among certain people, and contrarily it may not for others. Nevertheless, the concept of a "happiness index" is a delicate one. In the instance of Bhutan, they implemented what they called the "Gross National Happiness Index", which had the goal of providing economical balance whilst preserving traditional lifestyles. Simply based on its originality and general inclusiveness, this seems like a sound and logical idea. However, due to certain income gaps and unemployment issues, this didn't solve all of their problems. Ultimately, if regulated properly, this form of creating a universally positive and happy environment is definitely a good one. In broader terms, the best way to measure the happiness of a nation is to find a solid balance between a healthy lifestyle, on the terms of a day to day basis.

  Technology and happiness have only been able to be directly connected for the last few decades. In the short story "I have been called a Luddite", Kurt Vonnegut explains that you don't need mechanical/technological devices in order to instill or find happiness in the current day and age. This is something that I can agree upon, particularly because how did people find happiness before technology? Well, people had the whole world to explore, didn't they? If not that, they had plenty of other daily activities that occupied them the same amount if not more so than technology does today. However, since technologies implementation into our society, it has become more and more of a normality to familiarize and utilize it in the attempt to make ourselves happy, or at the very least occupied. Thusly, it is simply based on your opinion alone whether you believe happiness if found in technology or not.

  The article, "But Will It Make You Happy", explores the idea of consumerism in relation to one's level of happiness. In the instance of Tammy Strobel and her husband, they decide that downgrading their way of life, from large amounts of consumerist goods, down to the top 100 personal essentials, is the way they will achieve their ideal level of happiness. Thusly, conforming to the societal tendencies by purchasing whatever will match your economic status, is not, in fact, the way to go. Therefore, the idea of "keeping up with the Joneses", wherein which you apply the tactics mentioned above, is not valid, or at the very least, ideal. Nevertheless, based on the points made and efforts taken by those in the article, I can agree and disagree with the position. On the one hand, if this way of life is what makes you happy, then encouragement of such a lifestyle is positive. However, if you find happiness a different way then sizing down, in this instance, then find what works best for you and stick with it. 

  Heres a good example of what happiness means to me, in the form of an online musical piece:

  Not only is the title of the video "Happy", but it also provides a generally positive mood throughout the song.

Analyzing Advertisements

Online advertisements can have a lasting effect on the way we think in the context of our society. In the instance of the newly released online video commercial "Dream Crazy", by Nike, the message of the piece is backed by inspirational background music, motivational and interesting imagery and image transitioning, all packed into a two-minute long video dialogue. The narrator revealed at the end to be someone actually present within the ad, speaks to each example of working to the fullest and surpassing your hopes, goals, and dreams. Each example includes someone whose origin or circumstances involves hardship, a form of handicap, or humble beginnings. Thusly, those within our society that could be considered the average are not the main highlight in this, but should still apply the same amount of commitment to their goals and dreams.

  The main message can be found within the examples given and the words behind them. No matter how crazy others may believe your dreams are, embrace such criticism. Use it to push yourself harder than before, and reach your goals past the point of simply meeting them, but surpassing them. Given this, it is not hard to uncover the elements of pathos implemented into this piece, as each example of hard work is not only inspirational but full of commitment and hope.

  For me, if I was looking to buy something from Nike for the purpose of accomplishing my dreams, this ad would be quite appropriate for doing so. In other words, they make it clear that Nike is in full support of all of your goals and accomplishments throughout your life.

   Not only are their online video commercials, but there are also print ads that can convey and provide similarly impactful messages, simply with the aid of words and images. A good example of this is the "Fish Chart 2050", by the West Coast Foundation in Sweden, expressing its concerns for the future of our oceans. The simplicity in the construction of the ad draws the eye to what's important: the simple fact that there is going to be more plastic than fish in the ocean by 2050. Each image provides an example of the billboard they plan to install along public beaches, which includes anything from a water bottle to a rubber duck. This provides the audience with an idea of what we can do to improve our oceans and allow for future generations to enjoy the beaches we know and love today.

  Furthermore, those who are in fact interested in advancing the developments of environmental work will be more drawn to this ad, and thusly be within the target audience. However, those who either don't believe or understand these scientific predictions may be left out of the equation. Implementing logical and factual evidence provided by scientific research allows for the element of logos to clear up any confusion or misconceptions in this instance, however. Overall, those who are interested in supporting a global effort to improve the planet's oceans will be motivated to support the advertised efforts. This, in turn, would definitely motivate someone like me to support such a movement.

Advertising, Happiness and The End of the World

My name is Lucius Vigeant and I will be elaborating upon the topic of advertising for large-scale companies through short online video clips/ads. For me, social media and the internet, in general, has only been a larger part of my life for the past 6 years. Whether it be using a phone for communication and entertainment, or a computer for school work and homework activities, having access to technology has allowed for a large variety of convenient outlets.

     
     We viewed three different clips in class, all providing a form of an inspirational message that was to promote the individual or universal product or image of the specific brand/company. I learned the importance of the background that surrounds the main focus of attention, especially in videography. This included either the music or the actual background that uncovered the surrounding context. The impact of each video based on its content wasn't much different from what I had seen before in similar commercials. However, that didn't make the greater meaning less significant. Each clip covered the topic of beauty, and how we live in a society that has developed to a certain point at which there is a pressure surrounding your personal look. Each video provided examples of ways men and women alike can use the target product (e.g. dove), to help advance their self-image. Ultimately, the ways in which you deal with such pressure can be handled differently, and that was what changed between each video. 
  
      The greater take away for me from the ads we viewed are as follows: be the greatest version of yourself whenever and wherever you are, whether you utilize the product advertised or not.