I have studied basic psychology for months and it was great! But today, I am just going to write about how I and my few friends think about this particular commercial. At first I can’t believe it was a commercial until the end they were something to commercialize. It was eye watering kind of commercial. I love the plot and the song plus the guy is hot. Bhahaha. This commercial is called Kingston Technology Corporation: Mind the Gap; A Memory to Remember (2013 London Commercial). However, the location for the filming was in the studio in New Taipei City, Taiwan. Well, it was made to be a British-style kind of underground station. The interesting about this commercial was actually based on the true story reported by the BBC. There was a widow named Margarey McCollum (a doctor herself) and the husband named Oswald Laurance. I love the song so much it’s like classic and country style of music plus the romantic of the memory of the couple pictures and video on the commercial. The music and lyrics of the commercial was “May” and created by Taiwanese musicians.
Now, let’s have a serious discussion about this video commercial. (WHY SO SERIOUS?) lol, This ad is attempting to influence the behaviour of people who have a strong emotional attachment to the values of memory. The emotional appeal of the viewer is used as the unconditioned response in this ad. The advertiser also associated the strong emotional attachment of their viewer to their product which has the ability to store the memory as it is in a convenient way. Through this ad, the promoters expect the people to practice using the USB Flash Drive to store their memories which follows the original conditioned stimulus whereby the man (station administrator) in the ad had stored the voice of the lady’s husband in the Flash Drive.
In the ad, an elderly woman which also a widow is the most important people in the advertisement, when visits the London Underground Station every day to listen to the voice “mind the gap” warning made for the London Underground was replayed at a station that made by her late husband. One day, she hears a new voice in the recording and asks the station administrator why it had changed. She then wanted to reclaim memories of her late husband. When the administrator learns that the voice in the original recording was the woman’s husband, he arranges for the recording to be put on a flash drive for her. The drive carries the word “Kingston”. Basically, because of her, the promotion of the USB Flash Drive happened and the drive itself is also an important object in the ad which can be as the stimulus in the classical conditioning. The ad tries to tell the viewers to preserve memory by keeping it in the Kingston USB Flash Drive by presenting the elderly woman and the USB Flash Drive as an item to interact which each other.
The outcomes that are suggested for the people who use the thumb drive are the ability to save the precious memories and moments which have the strong emotional attachment such as pictures, videos and more. By saving this, all the memory might come back to us. Whereas the outcomes that are suggested for the people who are not using it is that the high durability combined with small size allows us to not only store memory in it but also make it easy to carry around with us. This is shown in the video itself when the woman says that she do not have to stay in that place anymore as she already has the voice of her husband, which was stored in the thumb drive and she can bring it along with her. Other than that, the ad shows that the product actually has an important role in keeping memory and it is convenience with its small design and has a lot of space to keep data in it. Moreover, it is reliable and compatible. Thus, buying Kingston is convenient because, it is an excellent single source for all of the buyer’s memory. However, people without this product might get loose with their episodic memory.
Now, let’s have a serious discussion about this video commercial. (WHY SO SERIOUS?) lol, This ad is attempting to influence the behaviour of people who have a strong emotional attachment to the values of memory. The emotional appeal of the viewer is used as the unconditioned response in this ad. The advertiser also associated the strong emotional attachment of their viewer to their product which has the ability to store the memory as it is in a convenient way. Through this ad, the promoters expect the people to practice using the USB Flash Drive to store their memories which follows the original conditioned stimulus whereby the man (station administrator) in the ad had stored the voice of the lady’s husband in the Flash Drive.
In the ad, an elderly woman which also a widow is the most important people in the advertisement, when visits the London Underground Station every day to listen to the voice “mind the gap” warning made for the London Underground was replayed at a station that made by her late husband. One day, she hears a new voice in the recording and asks the station administrator why it had changed. She then wanted to reclaim memories of her late husband. When the administrator learns that the voice in the original recording was the woman’s husband, he arranges for the recording to be put on a flash drive for her. The drive carries the word “Kingston”. Basically, because of her, the promotion of the USB Flash Drive happened and the drive itself is also an important object in the ad which can be as the stimulus in the classical conditioning. The ad tries to tell the viewers to preserve memory by keeping it in the Kingston USB Flash Drive by presenting the elderly woman and the USB Flash Drive as an item to interact which each other.
The outcomes that are suggested for the people who use the thumb drive are the ability to save the precious memories and moments which have the strong emotional attachment such as pictures, videos and more. By saving this, all the memory might come back to us. Whereas the outcomes that are suggested for the people who are not using it is that the high durability combined with small size allows us to not only store memory in it but also make it easy to carry around with us. This is shown in the video itself when the woman says that she do not have to stay in that place anymore as she already has the voice of her husband, which was stored in the thumb drive and she can bring it along with her. Other than that, the ad shows that the product actually has an important role in keeping memory and it is convenience with its small design and has a lot of space to keep data in it. Moreover, it is reliable and compatible. Thus, buying Kingston is convenient because, it is an excellent single source for all of the buyer’s memory. However, people without this product might get loose with their episodic memory.
At the end of this ad, it tells us that “Travelers we are, in this journey of memory, aboard together we might and get off at different times. Still memory lingers.” (Kingston’s 2013 advertising, A memory to Remember 2013), by this saying with moving advertising of the story of the old lady and her memory, can make the viewer’s feel that memory is something that we should preserve, and by that it should be kept to be remembered. Therefore, by watching this ad, the demand for this product might increase because of the affection when consumer watch the ad because the UBS Flash Drive is like telling that you will be alright and it will be in your heart and company with you forever. Thus, the desire and long for memory can make people that watch the ad feel they should have this USB Flash Drive so that their memory can be kept in the long term memory. Other than using (UCR) unconditioned response, in the context of operant conditioning, we can say that the behavior of the viewers is when they watched the ad of a sad love story of an old woman that lose her husband while the voice is there to keep the old lady strong by saving it in the USB Flash Drive. While the consequence is that they will feel touched and moved by the video they watched and the outcome is that they should have their own USB Flash Drive to keep their own memory like the old Lady has.
{I'm not here to promote any Kingston's product, but I just in love with their commercial video. Anyway, I have my own Kingston already. Hehehe }