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Vt - Commercial 2010

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Virginia Tech 2010 Discovery Commercial The 2010 Discovery commercial by Virginia Tech, through the synergy of images and sound, generates excitement about the creation and advancement of cutting edge technology on the Virginia Tech campus. In today’s world, technology and innovation are vital in order to remain competitive globally. The United States is falling behind in exports and has begun to question its educational system and its ability to produce future innovators who will help us remain a competitive global force. Virginia Tech’s commercial has its finger on the pulse of that concern offering hope and excitement about the future of technology in America. Through the pathos form of persuasion the audience is awed by the incredible images of advancement in technology. Powerful, large and impressive pieces of technology are shown. The viewer sees a horse running on a treadmill, a racecar bouncing on a hydraulic lift, and a student strapped into a simulator. The viewer sees these pieces of equipment in motion, which heightens the viewer’s interest. The excitement generated by these striking images grabs the viewer’s attention, impresses the audience and relays the message that Virginia Tech is a leader in technology and groundbreaking research. The music in this commercial starts out slow and easy while images of small groups of students are shown interacting throughout campus. The music picks up the minute the images change to visuals of technology in motion. The tempo and sound increase with the visual image of a student in a cockpit simulator. The camera angle puts the viewer in the cockpit with the student. The music, camera angle and the technology make the mood more exciting. The music serves it purpose by creating a compelling atmosphere in which the viewer can experience the excitement of discovery that happens at Virginia Tech. The advancement of technology is the innovation that becomes a reality and is used to serve the community. The end of the Discovery video shows the computer design of a home. It is actually a design for the Lumenhaus, a home designed at Virginia Tech to be completely solar powered without sacrificing modern conveniences. This project was a partnership between several schools within Virginia Tech, faculty, students and business partners. The commercial sends the message through this imagery that Virginia Tech is not only a leader in innovation, but also a partner with the local national and global communities in creating future technology. Discovery at Virginia Tech services the world. This video effectively appeals to a wide range of viewers. As a halftime commercial its audience included the Commonwealth of Virginia, as well as national and international viewers. Students, potential students, parents, those associated with higher education, businesses, and potential donors can now view this video on the Virginia Tech website, through a search of the web and on You Tube. In appealing to this far-reaching audience, Virginia Tech stuck close to its message of research and discovery while effectively appealing to each individual group. This video does an excellent job of attracting motivated, high achieving students and faculty who are looking for a place where they can create and make an impact of the world. It appeals to parents who want a challenging and innovative learning experience for their children. It helps justify the cost of higher education at Virginia Tech by highlighting the value of hands on experience and opportunity to participate in ground-breaking research. It excites business leaders and the global community by highlighting the innovation happening on campus. Through the use of the camera and editing of the visual images the creator of the video uses a pathos form of persuasion to make the message personal for the viewer. The viewer is not an onlooker but part of the university. The camera angle, which makes a viewer feel involved in the action, effectively makes the experience personal and exciting. Students and faculty are working together in a hands-on way to create new technology. It is a collaborative approach. Every scene in the video is shot to include these elements. Potential students and faculty can get excited about actively participating in discovery. Local businesses, national companies and the global community are invited to become an intimate part of this innovation by partnering with Virginia Tech. This commercial does not use narrative to make its argument. The creator of this commercial relies on visual images, camera angles, music and one powerful word to persuade viewers of his message. At the end of the video the screen goes black and one word, DISCOVERY appears. A colorful graphic resembling electricity then shoots through the word. As the word disappears the logo Virginia Tech appears with the tagline Invent the Future. With this word and graphic the author of the video seals his message in the mind of the viewer. Virginia Tech is where innovation happens that impacts not only the state of Virginia but also the global community. The Virginia Tech 2010 Discovery video achieves the effect of exciting spectators through powerful visual images and music that electrifies the mood. It effectively sends the message that Virginia Tech is on the cutting edge of innovation and a leader in groundbreaking research. The commercial reaches a wide-ranging, far-reaching audience and manages to compelling persuade potential students, parents, academia and business leaders that Virginia Tech is a university that is changing the world by “Inventing the Future”.

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