After seeing this ad last week, I thought it was interesting how they discussed change. Through a series of statements and accompanying images, they make it obvious to people how life would be very different if there was no development or as they put it "Evolution". It makes several comparisons between today's level of technology and the past. Through asking the viewer to imagine life without what we now consider normal, forces them to think about the life they would live if these conveniences had not been developed. The viewer is always being asked "how would you do this?" and "how would you do that?" The immediate thought is that nothing would be possible without todays technology. The ad implies that "keeping in touch with friends" is a new concept, only made possible by the development of technology. It talks with the tone as to make the person watching forget about the common previous form of communication of "writing letters". However, the ideas expressed in the advertisement are clever, as they hype up the idea, causing people watching into a mindset of dependence on modern digital technology. They are essentially using gradual change as a tool for people to question how they previously did things, which paired with comparisons, make it easy for people to see where they have been and how the development has made doing various tasks simple.
The ad can be seen below...
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