The issue of climate change comes to surface in the commercial from a whole new perspective: the future generations that have to deal with our mishaps. The group, Moms Against Climate Change, created an astonishing image of kids rioting in the street with signs rejecting climate change while brutal police officers watch. A mad chase ensues, showing the children falling and fleeing from the merciless men. A few ways to view this video include gender and age. Some things to think about: To what extent does the use of children in this commercial impact our opinion on climate change? How does the group that created this video present themselves through it? How effective is this commercial? Which emotions did this bring out in you as an individual and how did the commercial elicit them?
Subscribe to:
Post Comments (Atom)
43 comments:
I found this video very interesting, for a variety of reasons. It seems to be directed towards adults and is clearly trying to evoke strong emotional feelings within those who view it. I should mention that though I’m not at all against the idea of being environmentally conscious, I have a few problems with the video. So it is important to note that I would criticize this video regardless of what the message is. So where do I think that the video went wrong? Well, I’ll start with the one thing that makes it so different from other eco-advertisements: it uses children. The video features an organized mob of kidi-activists, flooding the streets, shaking their angry little fists. The group MACC seems to be saying that this would be a reality if children knew more about the condition of the environment. The problem is that children do know about the condition of the environment, how can they not in an age where eco-consciousness is almost everywhere. Children are just simply apathetic, or unfocused, or both. I do, however, believe that children retain a great deal of idealism. They often see simple solutions for complicated problems. But I don’t believe many children develop complex ideas about social, economic, or political problems, simply because such matters don’t concern them. Since when have children believed anything beyond what their parents believe? I actually find it a little funny, because I’m willing to bet a handful of the kids in that video have no idea what’s going on. I just can’t help but wonder how much cookies and Capri Sun it took to stage the whole thing (And what did they have to give the kid that bit it at 0:53 seconds into the video). How do I know all this? Because I too was a spry boy, and when it came to world issues I knew nothing more than to regurgitate what my parents have said. But if you were to make the same video with a group of teenagers, then I could definitely see something like this happening. Is MACC exploiting these children? Perhaps, but I can’t really say. I think MACC has good intentions, they just chose a really bad way getting their message across. You know when they say people have to think with their heads and their hearts, well this video seems to be a little too much heart and no head. AND ANOTHER THING. What’s with the cops going ham on all the little children? The video seemed to be suggesting that cops are mindless clubbing machines. Well, I have more respect for men of the law than that, so shame on you MACC.
The use of children in this video tries to demonstrate that even though we do not have to deal with the effects of climate change ourselves, future generations will. I believe that the use of children may make some viewers of this commercial more aware of their actions and to feel sorry for future generations that must deal with our decisions regarding the environment. Through showing children who have no control of the actions of adults, the commercial tries to provoke viewers to change their ways in regards to protecting the environment and seemingly the lives of innocent children. The use of helpless children carrying signs that read "stand up for us" further demonstrates this point. The video tries to elicit feelings of remorse and guilt in its audience as we are supposedly the ones to blame for the climate change and the uncertain future of our children. After viewing some of the comments posted about the video, I can see that the commercial seemed to spark the belief in some people that we must change our habits for the sake of future generations. On the other hand, other viewers argued that the reason for the climate change is not human activity, but rather just a normal cycle in the earth's climate, and therefore MACC is blowing the whole issue way out of proportion. I somewhat agree with the video in that it is our responsibility to give future generations the same opportunities and situations that we have had so as to encourage these generations to do the same. However, I do believe the video relies heavily on effecting human emotions rather than basing their claims on facts. Ultimately, the video seems to try and play on the emotions of its viewers, and, in some cases, is successful in doing so while in other cases it is disregarded as nothing more than propaganda.
This video is clearly designed for us adults. The thing captured my attention is that they use children who are our next generations in this commercial to present the whole story. These children carry many signs related to environmental issues and they rush to the street, shouting, trying to fight for their future life. I believe that it will have a good effect, because children can easily influence our emotions and bring us to deep thought on a certain issue. There may be two reasons for it. The first reason is that they are young children who don’t have so much knowledge or experience as we adults do; however, they already realize the urgent environmental problem and have consciousness about the climate change. They can even use their limited power and ability to fight for their future rights and better life, so why shouldn’t we adults? We should have paid more attention to global warming issue before the children realize it. For the second reason, those children are actually our next generations and the future belongs to them. What they can live and rely on in the future is the result of the activities done by our generation. So it should be our responsibility to provide them with a better living environment. I believe the goal of this commercial is trying to make adults feel guilty and sorry for children on what they have done to the world and encourage them to make some changes. However, I’m not quite sure about the role of those brutal police officers. At first, they just stand there and ignore the signs held by the children. And later, these merciless men even chase the children in the street. I think they may represent our generation, because in a sense, our generation does the similar thing as those police officers. Our human activities fasten the climate change, but we still haven’t paid enough attention to the environment issue.
While this video does reach its intended target audience of adults, I would tend to agree with Phil that the use of children wasn't necessarily the best choice. The commercial does a good job at using the children to invoke a sense of injustice in the viewer, via the overzealous police. It also brings up the question that some of the previous comments have brought up; why should the future generations suffer from the effects of global warming when we can take action now? This is one of the big questions for those who believe in the issue of global warming and has really yet to be answered. This also brings up the subject that was brought up by the comments on the video, that being the debate on the legitimacy of global warming. Was there anyone who viewed this and read the comments below that was swayed one way or another on the issue of global warming?
The commercial does use a special perspective to demonstrate the issue of climate change. There are many scenes leaving a deep impression on me. One of them is a little girl staring at the policeman who has a shield in his hand. The expression on the girl’s face looks firm, without any fear. The girl’s little body makes a great comparison with the police’s big body. This vivid comparison and the girl’s brave look give me a strong visual shock. Women and children are always the weaker part in the society. They always tolerate everything they can. But now they stand out to deprecate the climate change. It leads people to think how serious the problem is. On one hand, kids should have the most careless life in the world; they should play with their toys, hang out with friends and be under the protection of their parents. But now they have to worry about the climate change and fight for it by themselves. The commercial uses kids to give the audience a strong psychic shock and catch people’s attention on the climate change problem. On the other hand, kids carry the highest expectation. Every kid involved in many adults. People will pay more attention to climate change if this issue influences their futures. I also agree with Phil’s opinion kids are not the best choice for the commercial because kids’ opinions are simple. They won’t riot to solve a problem. So the commercial is unrealistic to some extent.
This video is very interesting and definitely has a strong point to get across to the viewers. The target audience is directed towards adults. Global warming is definitely becoming a major issue in today's society and I agree that we as a whole should help stop the issue before it gets any worse. People may think that our generation will not have to worry about it but we are already in the beginning of the process. We should want to help stop global warming especially for the next generation which may be our children.I think that the MACC is making a good point with this video and using children; however, I can see where people may find it a little much since these children may or may not know much about climate change. But it is never too soon to start informing the children about it. Watching the video could be very emotional for some people because the children are so young and seeing something like that just seems crazy. Not only does the MACC show children against climate change but they also show how the police are becoming to be violent, especially against young children. The police are using their authority to get away with things they should not get away with. It is also kind of inspriign how young children are standing up for their generation against a big issue. The children show no fear or remorse throughout the video and that could be sending a messgae that anyone can stand up for something they believe in.
In this video Mom's against climate change introduces the controversial idea of climate change. This long argued topic is presented to the viewer as a future fight of kids vs police insulating a feeling of anger in the viewer. The video creator uses the imagery of children to shun the viewer into standing up and fighting against the nay sayers of climate change. The remark of “If our children knew the facts we do. They'd take action” tries to persuade the audience into doing something by making the claim that with “the facts” our children would take a stand on climate change. These facts are not stated in this video but Mom's against climate change cleverly makes the viewer feel that should know about these mystery facts. The supposed facts are hosted on change.com, a pro climate change advocate site, to circumnavigate the controversial idea that maybe climate change is a normal part of this world.
The targeted audience for the commercial are the current and future parents. The idea of our futuristic children being forced to fight against current issues like global warming and climate change are thought provoking but also fairly realistic. I strongly believe that our parents should be setting the best example of "recycling,reusing, and reducing" but these issues will not be completely solved for our generation to come. MACC's choice in using children to protest climate change was an interesting decision. A child should be seen as innocent with very few unimportant problems unlike the kids in this commercial who bear the stresses of our environmental issues. I honestly can say this commercial did not sway my opinion on climate change or global warming. Our generation is making large strides to finding alternate fuel sources, reducing depletion of the Ozone, and improving other environmental problems. I see this commercial as a melodramatic attempt to make it's audience feel guilty about what their children probably will be faced with regardlessly, in the future.
This video uses children as a way of evoking emotion from the viewers. The video wants viewers to realize that children are the future, and we should care for their future as much as we do our own. When the video shows the quote, "If our children knew the facts we do, they'd take action. Shouldn't you?" they're using ethos to get an emotional reaction out of viewers. The viewers are supposed to take notice that they should do something about the climate changes, for the sake of their children if not themselves.
I don't think that MACC was saying that children would literally take charge by staging a protest against the police. I think they're just trying to point out that the people who do know about the issues should take a stand for their children, since the children would want a better future for themselves. MACC uses an exaggerated version of how children would react in order to get their point across as clearly as they can.
This is a very revealing video which is designed for adults. This video shows a children's parade against global warming. The video is pretty unusual and persuasive from several aspects. First is the protagonists. The protagonist is a group of children that represents the future generation. Image that when this group of children grow up and become adults like us, they will see a different ruinable world that is created by us. Did you have pressing notion of avoiding climate changing? Secondly, the background music is very suitable to this video. The voice of the girl is tender but steadfast. Additionally, in the end, the frail kids have no idea of how to fight with the violent police. What they can do is running away and crying. This plot brings the audiences great sympathy and think of their own children. The ending also gives government a notice of banning activities that can cause global warming.
I agree with what Carolyn said that the MACC don't actually expect the children to fight against climate change. They are trying to warn people that global warning should be avoided in order to protect their children.
This commercial is very effective and relays the message quite nicely. This commercial was meant to get to mothers, fathers and even grandparents. The children were rioting for a better future for themselves and while doing so, getting chased by the police. A strong image in the video is a little boy sitting on the steps with a sign that says "We want a better future." Every parent wants a better future for their children then they did. The video played on their emotions and it makes them feel upset and angry watching it. I believe that this was a very effective video and the MACC got a lot more attention because of it.
I agree with Carolyn with that the children are used to symbolize the future generation. With that being said, even if the generation of kids were up to date about global warming they won’t stand up and protest at a young age. Bringing the global warming to attention to the younger generation could spark a higher interest and concern to that generation. The actuality of the children marching at that age is slim to none. I feel the commercial would be more effective if they used the kids in a different manner. Maybe show them learning about the global warming situation then show them protesting and standing up for what they believe at a more mature age. This then could show the importance to parents, aunts, and uncles passing information on to another generation about current world wide concerns.
There are many words I could use to describe this video. Shocking is one of them. Agreeing with Carolyn, the use of children protesting in the video against climate change represents the future generation of people who will be living in the world. In addition, the use of children in this video moves the viewer to feel sympathetic towards the protesters and displeased with the riot police. Moms against climate change, who were the force behind the video, use them as leverage in order to gain sympathy from their viewers.
The background music in the video is a sad vocal piece and goes along very suitably to the video. Again, this element is a good move on the Mother's part because it elicits sympathy towards their cause. If we, the adults of this modern world, cannot change our habits towards the environment, then our children will. And they may pay a hefty price for our mistakes.
As the maker of this video, Mons against climate change take children - the next generation as the most suffered victims of climate changes. Those riot polices in black are a metaphor of ourselves, numb in front of urgent situation, but fragile when facing problems. The slogan at the end make us have a look back to ourselves: even children would take actions against climate changes, what about us?
The background music is another emphases of this video. A peaceful and sad female voice is like plainting our damning deed to the climate, as a mother grieved for her child. If we still keep living the way we always did, there will be no help when we mourning for the earth for our next generations.
I agree that this video was definitely made for adults. It's heartbreaking seeing children fight against the police in such that manner, so the video was meant to place an emotion of sadness for the children, that way we would be more motivated to help. If we see children fighting our battle, it pushes us to want to act instead of just letting the our children do it. Why should the children have to deal with if it if we have the power to begin fixing it now? They should not have to worry about it when we created this mess. We should be the ones to deal with it, not the future generations.
I agree with the many posts that say the effect of the children being used is the main focus of the commercial. The group that made the video is hoping to influence the emotion or pathos of the audience to impact our decision on the matter. But how could this commercial be more effective? Is there anything they could have done to make us feel more motivated to change the way we treat the environment? Or have they succeeded in their job?
In a response to Olivia's question, I believe that the MACC succeed in their job. Being a Marketing major I looked at the video from a markers point of view. They hit all of the steps in making a successful commercial towards their target audience. They played solemn music in the background coming from a little girl's voice. Also, the images on the screen were horrific and tragic. As i said earlier, parents want the best for the kids and a better life then they had. Seeing a child holding a sign that says "We want a better future", evokes the emotions of parents who have kids. I believe that this video was very effective and it captured the target audiences' attention.
Olivia,
I think that one way they could have made it better was to incorporate more about the environment in the commercial. The commercial is displayed in the streets of a city. Maybe they could have had them fighting in the woods or maybe in an area that shows the beauty of the environment. I feel as though the children fighting the police is definitely sufficient to getting the message across. You see the children fighting with signs, but if it wasn't for the signs, you wouldn't know what they were fighting for.
One interesting thing that I just noticed, and I could be wrong, is that it appears that adults are watching through the windows of the buildings as the children run away. That's a little interesting and it makes the situation even worse.
I think this post is directed mainly at mothers. It suggests that if we don't do something now then their children will be the ones to pay. By claiming that not only children will be in danger but that our children will be in danger, this video tugs strongly at the hearts of mothers who only want the best for their kids. Often we find that the connection from mom to child is very protective and by showing that our actions are putting the kids in danger this evokes the strong response that has been embedded in all mothers across the world. They want to protect their kids. That is why this video is so effective at getting adult women on its side.
i personally agree with the facilitator's idea and opinion toward this issue. we could not let the children living in the next decades paying for our fault. that is what we called sustainable development addressed by chinese government. it means that we should give our offsprings a better or at least a same kind of environment to live in. the video satire about the human action in the global climate change due to human action in my opinion. it evoke us about what we should do in the future and so saving the environment.
Alisha,
I would disagree that having this commercial take place in the woods would have given a better message. I believe that having it filmed in a city evokes a message of mass industry and big business. Most people identify big business and industry with pollution and lack of concern for the environment. In my opinion, showing it in a city gave the message that action needs to be taken now before all of the world resembles this city and business can pollute at will
Alisha,
Don't you think that if they had the commercial's setting in a more rural environment it would take away from the message of climate change? I'm interested in hearing more on why you think that having the setting in a place that "shows the beauty of the environment" would be more effective!
I feel that the video itself is effective because it shows emotion and these young children standing up for something when some people do not even have that courage. However, I think that the video could be more effective if they had teens and young adults standing up and protesting against this issue as well because they too will be affected by this issue. Maybe then others will begin to see that we as a whole should start preventing this from getting worse.
I have seen many comments about how people agree with the ideas in the clip and that many think that the clip was effective, but has anyone taken action because of this? The video was meant to not only draw attention to the issue but make you want to go out and make a difference and I don't think that it has succeeded.
I believe that MACC was fairly successful in convincing their audience of the importance of considering the impact of our actions on future generations. However, they could have made the commercial more effective by presenting the audience with more solid facts rather than simply relying on the use of children to provoke a sense of guilt in its viewers.
Alisha,
I don't personally believe that the setting couldn't be more perfect. The setting of the city puts more reality into the situation making it hit home more. fighting in a forest would be non-conducive to the point of the commercial. If the world's environment has been decimated then there wouldn't be any forest left to fight in. Plus the city has the effect of showing sorrow since it is gray, real and the streets (except for the protesters) devoid of life.
it is also very interesting that when the children are chasing by the unmerciful policemen, the adults are standing in the building along the street. it may irony about that they do not care about the children's wish and continue to destroy the environment. also, i agree with Mike's said that this commercial video evoke the potential protective of the mothers to their kids,which evokes the adult women all the world on their side.
Zachary and Mike,
I don't know. For some reason there's something in the commercial that's not connecting with me. I'm not sure if the environment is the exact issue, maybe that was a strange way to put it,but there is something about this video that isn't very gut-wrenching like I would like it to be.
I agree with the thought that facts could have been used in this video, but dont you think that sometimes emotion is our greatest motivator? often times presenting someone with facts makes them thinks about what to do, but when our emotions get in the way, we become more affirmative and active in the goal we are striving more. Most of the time, our emotions are irrational and lead us to action more quickly.
How is it realistic for our generation to fix most of the environmental issues that have been around way before our time for our children? I understand that our country is making strides to fix problems involving our world and someday will have the answers but is it probable that climate change/global warming and all the rest of the complications will be mended in our children's time? Unfortunately not. I do not believe MACC's use of children in this commercial swayed anyone else that didn't already believe that we needed to begin to fix our environments conditions.
Brandon,
That's my issue with this video. I believe that it is a serious issue, but it has not moved me enough to actually get up and do something about it.
i think some people like adults should stay alone side with the kids because they do not really know about the situation they are in. and that would be better if the video has this.
Shuni,
I strong agree with your opinion that children can easily influence our emotions and bring us to deep thought. Kids are pure and simple. What they do reflect the real problem without any benefits. However, I think kids are not good choice for this commercial because they are pure and simple. They will not solve problems in such a complex way. What they know is limited and I don’t think they are aware of such a potential problem
I agree with Shannon that this video suggests that we should start to think about the future condition of the next generation. Additionally,I think the purpose that this commercial uses children is basically influence viewers' emotion and draw their attentions to climate changing problem. However,I can't get the point of the words typed in the ending of the video. Does MACC really expect viewers to inform their children and expect the children to fight against climate change?
I don’t think the video was particularly effective in convincing anyone to become any more concerned with the environment. I got the feeling that adults were being scolded by the video, and it was saying that kids would know better and take better care of the world if they were in charge. When I think of future generations that will be affected by the decisions we make, I don’t think of the generation after mine, I think of generations further down the line. These kids are only maybe a decade younger than me; they are pretty much in the same boat as I am. I think it would have been more effective to depict a future scenario where the condition of the environment has worsened significantly and people are still talking about future generations but doing nothing about it, showing that we have to start doing something now or things will stay the same.
Justin brings up a good point that while this commercial provides the message that kids would fight global warming if they knew the facts; in all actuality they would gather the facts and might fight later. This video could have been more effective with its message if it had shown a clip of a school where the kids were learning about global warming, and then have it pan to a riot of teenagers. To end the video clips, a picture of the kids in school could be show to offer the image of innocence. I believe this would be more effective than little children rioting.
I highly aggre with Cale that even though some people would think climate changes as normal cycles of earth's climate rather than human activities, we adults should at least ensure that our next youth generation will have the same chance to have the enviornment we have had. Even kids in this video show no fear or remorse to riot polices, how could we think it is too soon for us to make a change now?
Phil Greco and Yi:
I agree with what you said. This commercial is different from many other advertisements because it uses children. On one hand, it can be effective as children can easily influence our emotion and make us feel guilty and sorry for them. I think this is the reason why the commercial uses children. They want to make it effective and change more adults. However, as you said, the video actually went wrong and it was not the best choice to use children. Because children don’t have such complex ideas and it’s impossible that they will act like this and fight for their future environment.
I agree with other's posts that this commercial aims to adults and presents several environmental issues. I hope to suggest a new veiwpoint.
I want to talk about fleeing children. At first, they went at policemen to resist adults for a short time. However, they run away. I think that the commercial wants to express children's powerless which is not enough to fight our mishaps and resist our mistakes.
I feel the target audience is more than just mothers. The video is geared twords anyone who has contact or relations with the future generations ie. cousins, brothers, sisters, or grandparents. The video suggest that we all make sure we leave behind to the next generation a healthy environment in which they (Next Generation) can be productive and reduce harming the invironment.
Lindsay,
I think the big argument that the commercial is making isn't that we have to fix all of the environmental issues facing our world to day, but rather that we have to start. Our generation is going to face some pressing issues and putting them off to our children is going to create more issues for them. I think that is part of the commercial's goal... a call to action to start some change now before the world comes crashing down on the next generation.
I agree with most of you that the targeted viewer of this clip is our generation. The maker tried to convince and warn us that climate change is a serious problem by using the children’s version. Children represent the next generation and the world belongs to them in the future. By responding to Olivia’s further questions, I don’t think people change their way of living after watching this advertisement, at least for me. Although we know that climate change is ruining our life, we still live in the original way because we can’t see the real effect.
Post a Comment