Negative v.s Positive

http://www.youtube.com/watch?v=PYP1Tjgt1Ao

This is Apple’s "Lemmings" commercial that aired at the 1985’s Super Bowl. It gives such a negative feeling because, first of all, it has very creepy background sound; secondly, the tone of the commercial is very dark. More importantly, it delivers a message that you need to be different (use Apple) otherwise you will be dead…It doesn’t make me crave for using Apple; contrarily, it pushes me away from Apple.

http://www.youtube.com/watch?v=ghNN7i5QjRA&NR=1

Shiseido’s MAQuillAGE commercial. The series of MAQuillAGE commercial solely features one celebrity. I personally have a positive attitude toward this commercial because its theme: change. The background music is actually sung by the celebrity and the lyric is about the theme “change”. Even for the audience who does not know Japanese at all, the upbeat tempo impresses people with a more positive feeling. Also, the color contrast (grey background vs. the shinning color on the celebrity’s lip) is very creative. It creates a focal point that the audience could easily grasp. Finally, it opens with the scene that the celebrity is cutting her hair. What is this about? It is about the theme “change”. It captured my attention at the first place because I wanted to know why she was doing this.