Analysis of Google Chrome Advert (see previous post)- Cambridge Satchel Company

How does this advert engage the audience?

There are many techniques used in this advert for Google Chrome which mean that the audience are immediately engaged. The first is the choice of music- the music is non-diegetic sound. It is a very up-beat song and easy going song, creating a positive and lively atmosphere to the advert. This also suggests to the audience that Google Chrome is a positive technological innovation which boasts ease and efficiency. A second way which the advert engages the audience is through the focus of the mother and daughter relationship. The very first shot which we see is a mid-close up shot of a family photograph. It is a mother with her two children. This immediately means that mothers will be able to personally identify with the advert (uses and gratifications theory). It provides the audience with pleasures such as family values and love. This is continues throughout the advert: close to the beginning we also see a conversation conducted between mother and daughter on a social networking sight. They seem to have a positive relationship which engages the audience in their story. Thirdly, the audience is engaged in the advert through the telling of a story, and the comical elements included. We see shots of a dog walking over a new satchel, and the text: “Rupert’s not too sure!” We also see a shot of the kitchen, will is full of satchels! “How do I shift this lot?” is bound to make the audience smile, and we are engaged. We want to know the answer! The audience want to see the story unravel, and watch the company grow in success and popularity. Therefore, I believe one of the main ways the audience is engaged is through their involvement in the journey. A final technique which is used to engage the audience is the featuring of famous companies (ELLE magazine) and celebrities (Sophie Ellis-Bextor). They are recognisable people/brands, which draws the audience’s attention to the advert. The video works as a dual advertisement: it advertises The Cambridge Satchel Company, and Google Chrome also. The audience have two companies to learn about.

What is communicated about Google Chrome in this advert?

Much is communicated about Google Chrome in this advert. Firstly, it is communicated that Google Chrome can be an aid for success. The search engine is portrayed to be the main player in the “take off” of the Cambridge Satchel Company. The audience are persuaded to invest in Google Chrome, as they believe it will play a role in their success too. It is communicated to be a powerful browser: the individuality of the advert enhances its appeal. Furthermore, the narrative technique of condensing time has been used in this advert which enhances the effect of power and speed. We see weeks or months’ worth of development and work in the space of a couple of minutes. Secondly, still linking to the idea of Google Chrome being powerful and efficient, we can link Toderov’s narrative theory to what we see. The satchel designer is the hero, as she re-invents the satchel. However, Google Chrome is communicated to be the helper. The search engine helps the designer to make a success of her business, and we assume that the success would not have been made without it.  Finally, at the beginning of the advert we see Julie type into an email: “I used to love my satchel. Pity they don’t make them anymore”. This creates the idea from the offset that Google Chrome is improving the past, and can work to bring memories back to life. It suggests that nothing is ever lost with Google Chrome, and everything we love can always be saved. This links strongly to what many aspects of the internet aim to do, and communicates with the audience that Google Chrome want to enhance these features.

How is the internet represented in this advert?

In this advert, the internet is represented to have many qualities, but I believe the main one to be portrayed is its versatility. Many shots are included of many parts of the internet: Google maps, social networking, YouTube, email, search engines, creating a website. They all provide the audience with the reassurance that the internet can be used for many different things which all interlink. The whole creation of this company happened on the internet: from the first idea, to the satchels being noticed by magazines and fashion bloggers across the world. This represents the internet to be versatile, efficient, global and powerful. Secondly, the internet is represented for the first time to be open to everybody. Stereotypically, the younger generation are said to be those who are most technologically literate. Parents and the older generation are perceived to be less so. This advert completely changes this perspective. A parent takes complete advantage of the internet, and efficiently uses it to ensure her company takes off. Consequently, the internet is represented to be easy to use for everyone. It is universal.