Messaging Survey on Sustainable Fashion

Messaging Survey on Sustainable Fashion

For purposes of this analysis the recent television commercial and YouTube video created to launch the latest Google Chrome laptop is used. Titled Chromebook: For Everyone http://www.youtube.com/watch?v=S95J5BowMmk the commercial provides a very visually-based, high energy series of stories showing the innate value of the new laptop and its ruggedized nature. What is immediately evident from the messaging is how well the device is constructed and resilient to wear and tear that most families put onto devices like these.

Analysis of Messaging

What is immediately apparent from the structure of the stories used to sell the Chromebook is how overlapping the roles of many family members are, and the time strain this puts on the use of laptops and other devices to connect to the Internet. Yet Google is not practicing a high level of self-aggrandizement in this advertisement, they don't just show their applications running on the slim line laptop. They show the many varied roles of family members, and how these roles are often chaotic yet humorous, and that a device to connect to the Internet and do work, surf for fun or for school-related research must be flexible to keep up.

What is most resonating about this advertisement is that the people, not the device, are setting the torrid pace of activity and fun. The device is shown as being able to withstand the jolts, shocks and turbulence of everyday in real families. The energy of the people and their frenetic of life are accurately represented, with the device again being in the foreground of the short, high energy stories that burst from the video.

As the stories progress the device doesn't ever take a full front-and-center role in the messaging. Instead, the focus is on how it can be used to keep people connected, break through sibling rivalries (implied by the two kids both wanting to use the device at the same time) and the convenience aspect of the laptop. The stories progress overall to show how quickly families change, and how the Chromebook can keep up given it's simple, strong design.

What is most significant about the messaging is that this is the first advertisement I've seen that successfully creates the allegorical reference of a new product introduction to having very young kids and launching them into the world. This allegorical reference to launching the device and having very young kids, from infants to toddlers is brilliantly done. It is implied in the visual flow of images, the use of children at varying yet sequential ages, and the use of graphical allusions to growth.