Analyzing New Twitter

Twitter has reinvented itself and is now advertising its new face lift via an online YouTube video that is embedded on an interior page of their site (http://twitter.com/newtwitter). It is interesting to see how Twitter treats its advertising, because in all reality they do not have to worry about sales since they are "selling" a free service that is used by millions of people.

Content

The add is selling the new features that Twitter is now beginning to support. Say good-bye to clicking those annoying hyperlinks, because Twitter is now supporting the embedding of video and images on their feeds! The ad does go one step further though and it seems to be selling an idea as well that Twitter is constantly in our lives whether we notice it or not.

Message

The ad is selling the new features by taking us through an average day in a very visual world with many colors and ideas. The message in this ad is, "We know that we are a part of a visual world, so why not share it as we experience it."

Character and Setting

The ad actually features a paper image of the Twitter logo bird in many different places such as on a pancake, in a library, on a bus window, and even on strawberries at a grocery store. No actual faces of people are actually shown, but you can infer from the parts of the individuals that you can see that their target audience seems to be urban individuals between the age of 18 to 25. I feel they intentionally didn't show faces, because they want to reach out to a wider audience and they don't want to alienate any ethnic groups by focusing on one primary persona.

Story

The advertisement is showing the new features of "New Twitter".

Theme

The underlying message in this ad is that Twitter is every where we are and that it is almost like a living breathing individual like you and me that grows each day with us.

Medium

The medium was actually via a YouTube video that was embedded on their site. This was an interesting choice in not using any other medium, because the video is all about Twitter being out in the everyday world but its being showcased only on the site in its "digital fortress". I believe that this served Twitter well though, because I think the goal of this ad was to actually let their current users that a few things are going to change.

Historical Context

The new Twitter was an international release in a time where progress was a necessity. If

Twitter were to continue to not support video and images then they would have found their following abandoning them for new social networks that would. This ad alludes to the fact that the key to technology is that it is never stagnant and to continue to push forward is what everyone needs to do in order to succeed.

Word and Image

There are zero actual words in this ad and this is very important, because it emphasizes the importance of visuals in our everyday life. If more words were present in the ad then it would have weakened the argument that adding images to Twitter is a sign of progress.

Layout

The sequence of the commercial is intriguing, because the viewer is wondering what the big build up is all about and as soon as you see the picture on the page you realize that the way you think of Twitter just changed before your eyes.

Design

The Twitter logo was blue which is a color that conveys an idea of social networking. This is important to Twitter, because what they hope for users to do as a brand is to use their site in order to connect with others they know and communicate.

Voice

This ad is a story being told in third person, using an informal yet serious voice in order to create a strong pathos connection between the viewer and the story.

Imagery

The video has very close detail shots that always include the Twitter logo. The frame is always very dynamic and the main content is never just in the center of the shot. These details help to back up the feeling of dynamic movement and the progressive beliefs of Twitter.

Rhetorical Appeals

The Twitter logo is meant to act as an ethos voice which adds a level of trust to the video's message. The story line of this video is heavily pathos driven. The use of music and imagery make if very easy to relate to the video itself.

Strategy of Development

Narration is used in this ad to tell a story and illustration is used as well in order to show how Twitter is a part of our day-to-day life. These strategies help to create a more convincing appeal, because they don't just come out and tell the viewer how he/she should feel. The ad first draws the attention of its viewers, then calls forth an emotional response, and then finally delivers the argument.

Culture Resonance

The ad definitely uses the Twitter logo in order to build an ethos appeal which increases its persuasiveness. This helps with the argument because many current users of Twitter will listen to this ad just because it has a logo they know and trust.