Delta Airlines Television Advertisement Analysis

Forming a Picture of the World Paper
Jesse Sebestyen
09/24/2014
Critical Thinking SU14
Instructor: Bill Harris

Forming a Picture of the World Paper
Table of Contents

Table of Contents…………………………………………………………..2
Delta Airlines Television Advertisement Description………3
Analyzing the Commercial………………………………………………4
Final Thoughts………………………………………………………………..5
References………………………………………………………………………6

Forming a Picture of the World Paper
Delta Airlines Television Advertisement Description In this assignment I chose to critically analyze a television commercial, and within this assignment I thought that it took me a while to find the one commercial to write a three-page essay and prepare for a presentation to peers. This was because there are so many non-sense commercials on many different channels, which it
was hard to decide from. I’ve noticed that commercials on specific channels are related to the age group who watches that channel. In example, a child’s cartoon will have advertisements directed towards kids. The advertisement that I picked is a Delta Airline’s sixty second commercial. It first starts out with a little girl with her bag shaped as a bear. Inside an airport, there is a little girl and her mom walking up to bag check-in to check the luggage. The bag is then exchanged and placed on the conveyer belt. The little girl looks sad because of the separation of her bag with her personal items contained. The commercial then goes into a representation of what happens to your bag after you drop it off and how it makes its way to your plane. The corridors of the conveyer belt are dark and look dangerous to the innocent looking bear bag. Continuing following the path of the belt, red alarms go off and the bear is stopped to be x-rayed. The x-ray then shows the contents inside the bear and it quickly reveals the little girl’s items, including a PlayStation Portable, markers, and snack items. Then the workers of Delta scan the bag and then load it up on the second golf cart due to the first one being full. So then the plane is being loaded up with the luggage. With the lone bag being on the other cart, the workers could have easily forgotten the bear bag. At the last minute a Delta employee checked the second cart and found
Forming a Picture of the World Paper
Analyzing the Commercial

the bear bag and put it on the plane where it belongs.
The narrator comes on and says, “Travelling can feel like one big mystery - You’re never quite sure what is coming your way - But when you’ve got an entire company - who knows that the fewest cancellations - and the most on time flights - are nothing - if we can’t get your things there too - It’s no wonder more people choose Delta over any other flight.”
This commercial was found on SCI FI channel while flipping through channels. When looking up the commercial on the internet I had found a website that shows recently aired commercials. This site is called http://www.ispot.tv/. This website shows the commercial I chose and also shows more info about the commercial and about the company. The webpage showed that the TV ad was also recently aired on Travel, DIY, and MLB network. With this data collected I presume that the target audience is strictly adults. The main reason for this is because kids normally wouldn’t have any interest or funds for buying plane tickets. Also people who travel frequently would be the intended audience that would pay more attention to the
commercial.
I’ve noticed that the producers of the commercial intentionally made this commercial emotional. Portraying the separation of the little girl and her bear as emotional, and also saying the message that Delta will secure your luggage in the bottom storage of your plane. The music in the background plays a big role in an emotional impact for the viewer. I’ve noticed as the commercial goes on the music changes. It first starts out casual while the bear is carried on the

Forming a Picture of the World Paper
Final Thoughts

conveyer belt – to sad when it almost seems like the loaders forgot the bear bag – and then, straight to upbeat music once they show the little girl and her bag once again. I had also noticed that the producers made it look like the bear was someone (like a person) that the little girl really cared about. The scene where the bear bag was the last one on the cart and it was pouring rain; made it seem the most emotional. I say this because the bear looks like it’s going to cry when they zoom in on its face and this is when they the sad music comes in play. The reason behind this commercial is to tell people that Delta will not leave behind your personal bags that you care so much about. They show that the departure of your bags shouldn’t be scary and you should have no concern and fly with ease. They also claim that they have the fewest cancellations and the most on-time flights. I researched into these claims and from the references that I found they weren’t first in anything. I then noticed that the way they had gone saying anything that wasn’t true was how they worded their statements. By saying “when a company knows” in place of the company name Delta Airlines; that is how they can get away with a lie. By doing this assignment, I have realized that companies spend billions of dollars just on advertisement all the time; just to put it in your head to buy the advertised product one day or that you need that product. I now know for sure not to believe anything anyone says without doing research first.
Forming a Picture of the World Paper
References

http://www.ispot.tv/ad/7C9m/delta-airlines-no-bag-left-behind http://info.chromeriver.com/blog/bid/290594/Do-You-Know-Which-Airline-has-the-Most-On-Time-Flights http://www.cnbc.com/id/101822614
http://www.cnbc.com/id/101822614#.