This television advert was broadcast on channel 4 in 1996. Every aspect of it is designed to excite the consumer about the use of the Intel Pentium Processor chip within a computer system. Let's analyse how it does this.Opening Scene -
The initial visuals of the advert place the viewer within a very familiar looking modern day living room. The viewer has been apparently reading a book about Japanese art including some illustrations of dolphins. The advert begins to direct the book and the viewer gently towards the computer within the room.
The initial music during this opening scene consists of a young boys soprano solo vocal. This is a deliberate choice of music as it creates a feeling of innocence, wonderment and naivety within the viewer. This feeling is then reinforced when it is accompanied by a narrative that rhetorically asks the question "What let's you learn about the world in a new way?" The voice used in the narrative is that of an intelligent sounding English woman. The voice is warm with a trustworthy tone. The use of this voice-type cements the role of the viewer as a naive youngster listening to the words of a mother figure.
Inside the Computer
The viewer is transported, along with the book, from the familiar living room setting to an unfamiliar digitally animated environment. It is now that the viewer is completely reliant on the narrative mother figure for guidance and information in this unknown universe. The narrative mother figure then takes advantage of the viewers vulnerability by bluntly answering her own question. She directly informs the viewer without decoration that the answer is "The Intel Pentium Processor." The tone in which she says this insinuates that the answer is obvious. This confidence combined with the viewer's reliance on the narrative mother figure results in the viewer accepting this answer as an unquestionable truth.
Digital Transformation
Now inside the computer, the book the viewer was reading in reality is apparently absorbed by the Intel Pentium Processor chip and re-born as a digitally animated materialisation of the dolphins from the book. This is a visual representation of the power exercised by this advanced piece of technology. This transformation is of course reinforced sonically with a crescendo into a chord change. It is accompanied by a glissando of metal chimes which traditionally carries connotations of a magical transformation. The dolphins, now very much alive within the universe of the computer, begin to swim upwards and the viewer is invited to join them on their ascension. At this point the narration avoids the science behind the processor and proceeds to compliment the chip with vague statements that encourage the viewer to use their imagination. "With the sights and sounds that take you there. Wherever there happens to be?"
Why Dolphins?
Dolphins have very well known reputations. They are widely regarded as extremely intelligent animals with a brain that closely resembles that of a human being. More similar than that of a chimpanzee. This is a well known reputation which, not only reflects the intelligence behind the processor chip but also the 'intel' in the company name.
As well as this, the dolphin is also notorious for being an extremely friendly and loving animal which encourages the viewer that Intel care about their customers. Perhaps a different impression would be perceived if the dolphins were relaxed by sharks.
Closing Scene
The advert ends with an arial observation point of the internal circuitry of the computer. The dolphins continues their ascension past the viewer's point of view. Rather than follow the dolphins, the camera remains stationary. The viewers main focus is now the source of the dolphin's digital birth...THE PROCESSOR..!!! By dismissing the actions of the dolphins in favour of a static logo at this point, the viewer is reassured that the processor is a fascinating product. This is effective as the activities of dolphins are often the attraction of many spectators. Subconsciously the viewer believes that anything that over-rules the urge to focus on the dolphins MUST be important. In the midst of this subconscious realisation, the viewer is now viewing the brightly lit 'Intel Inside' logo amongst darkened circuitry which now vaguely resembles city at night. The viewer is encouraged to think of city life which often carries connotations of excitement. Las Vegas or New York City for example. This reinforces the excitement of such a product.
Sonically this is all comfortably finalised with a full orchestral crescendo and a classical perfect cadence. This implies that the viewer now knows everything they need to know about the product and nothing is left unsaid. In amongst the music we are also entitled to a short sound bite of the dolphins calls as the swim off. As well as completing the materialisation of the dolphins their calls are also a commonly used relaxation technique. The scene finally ends with the viewer apparently free falling towards the static logo down below. This is an appropriate direction as it now appears that the viewer's trust in the company throughout the advert has been rewarded. It appears the viewer has fallen and been caught by the company logo thus solidifying the bond between the consumer and the company.
