Analytical Research Paper Draft
In 2011, the Carlsberg proposed an advertisement about beer and outer space. It is the advertisement about a kind of beer. However, the advertisement was set in the background about outer spacer, which is one of the most creative ads that I have ever seen. In the commercial, it presents a scene where an astronaut reaches the moon and views the whole beautiful Earth. The infinite universe is the background for this commercial, which seems so vast and mysterious. In the commercial, the astronaut grabbed a beer from the box to drink but he failed because he was wearing the space helmet, and he was so disappointed about it.
The commercial can be linked to the product beer because from the commercial, it is obvious that the astronaut gets so disappointed while he failed to taste a sip from the bottle, which means that beer is so tempting and tasty that failing to drink it means he will miss the best product. In fact, I have chosen this commercial because it has used good techniques to link the mysterious feature of the moon landing to the exotic taste of the beer that they have sold.
This advertisement uses a lot of details to describe the process of an astronaut landing on the moon. Although the entire commercial is silent, we can see how pleasure that astronaut is after he achieve this great accomplishment and he is able to take out a bottle of beer to relax and enjoy.
When he lands on the moon, he takes out the “Carlsberg” beer to drink. Later on, it shows the sentence “The calls for Carlsberg” which is accompanied by very soothing music. Apparently, this commercial uses the whole process of the landing on the moon to emphasize the importance of “Carlsberg” beer to the astronaut because after achieving a goal that difficult, the best thing for him to do is to enjoy life. Thus, the commercial has linked “entertainment of life” or “enjoyment in life” with the story. Besides, this also means the significance of “Carlsberg” beer to humanity. In this analysis, there are various evidences to support the thesis that connection between the details is so important for an advertisement to promote products. Besides, a good commercial does not need to be long but to be concise.
In the beginning of the advertisement, the astronaut looks so afraid and nervous due to the fact he is panting and his eyes are widen and he opens the his visor nervously. This indicates that he is going to face something that he never felt before. In the last part of the clip, the astronaut sat on a fixed chair and took out the beer to “leisurely cheer” to the earth to enjoy it.
After he found he could not drink the “Carlsberg” beer because of the space helmet, he is so disappointed. In that sense even though he is on the moon, the astronaut likes drinking the “Carlsberg” so much. So, why the astronaut would got anxious in the spacecraft? And how he expressed his nervous? This article written by Chris Weller could explain these questions as well:
Now, when we have a big first date or a speech to give, our brains foolishly think our lives are in real danger. Luckily, there are ways around the physiologic response of our adrenal glands releasing adrenaline and diverting our stomach’s blood vessels away from their normal function (they constrict; that’s why we feel nervous) to ready the heart and muscles. It is obvious that our outward expressions can be manipulated to create internal emotions. Therefore, even if the character in the commercial does not feel so tired, he unconsciously believes that if a man can achieve a goal that difficult, he would feel tired and uncomfortable. That is why he kept panting and keeping his eyes wide open and laying back on the chair. In this scene, he is reminding himself that he is very exhausted and in need of relaxation.
In this Analytical Research Paper, Chris Weller shows people’s reaction to the new things. People always refer to physiological response to express the feeling such as sweating, eyes widen speaking brokenly. When people try new things, our brain just regard these situations as dangers and people’s mood would react to the dangers dramatically. Therefore, the expression of these physiological changes is necessary for human beings. The outer expressions such as painting, and eyes widen indicate the varied expressions of the astronaut illustrate the astronaut’s physiological changes in the process of a person finally landing on the moon.
The astronaut was apparently nervous because his facial expression is too uptight and he walks very fast. It is obvious that a person’s inner feelings can be easily shown out through body languages and facial expression. It has been proved that when a person is put in a new and strange place, this person would get anxious. According to the reaction of the astronaut to the moon, he just regarded landing on the moon as a dangerous situation because he has never done this before. Therefore, this article proves that the astronaut believes that he is viewing the extraordinary things, and his physiological status is changing all the time. But from the beginning till the end of the video, the change of the astronaut’s facial expressions, body languages as well as the steps that he takes can directly reveal this person’s psychological feelings.
Moreover, there are some details that support this implication. When the spacecraft stopped shaking, he decided to open the gate to see another totally different world. His hand was shaking so hard, which indicates he must be curious but afraid. He could not imagine that he was standing on the moon. Therefore he was viewing this new environment carefully. When the astronaut stood on the moon, he said it is so incredible. The outer space is the place where everyone is eager to go to but only less than a dozen people in the world have had the luck of experiencing in that place. In the commercial, the astronaut opened the cover of the helmet, he was staring at earth straightly. And there is a bright, beautiful earth in infinite space. As we can see, he did everything every carefully and everything is new and strange to him.
What he was viewing is extraordinary for all of us. According to these details about the expression of the astronaut’s psychological changes, the astronaut scared the space deeply. The mysteries of the out space are similar to the mysterious tastes of the beer. Outer space is considered by most people to be something strange and unknown and so does the taste of the beer.
The clip in the advertisement displays the time period 1969 at the beginning. Relating this commercial to that time period, there was the historical events in the 1969. It is the first time for Americans to land on the moon successful with the spacecraft “Apollo 11.” Here is the document recorded by NASA.
At 10:56 p.m. EDT Armstrong is ready to plant the first human foot on another world. While more than half a billion people are watching this great event on television, he climbs down the ladder and proclaims: “That’s one small step for a man, one giant leap for mankind. (Page 1, “July 20, 1969: One Giant Leap For Mankind.” NASA)
It describes the whole process of landing on the moon. People realized how hard it was for mankind to land on the moon during that period due to the technology, and there are so many difficulties to overcome. Therefore, NASA indicates the importance of landing on the moon to the human being. While the spacecraft was landing on the moon, there were so many people sitting in front of the TV to witness this great success.( cited by page 1, “July 20, 1969: One Giant Leap For Mankind.” NASA) When Armstrong proclaimed that is “That’s one small step for a man, one giant leap for mankind.” It can actually mean a small step like opening the bottle.
The close-up shot of the footprint in the advertisement also presents the first step Armstrong left on the moon. The “Carlsberg” implied that the “Carlsberg” product is as important as landing on the moon for human beings. It implied this is a huge accomplishment for people.
This document proves that there was a historical event happened in 1969. It exactly supports my opinion that the advertisement points out the time period to emphasize the significance of the beer indirectly. In the advertisement, there is a time period appeared at the beginning of the ad. The commercial uses this time period-1969 rather than others due to the fact that this is the most important historical event to the well known American aerospace industry.
In the middle of the commercial, he successfully lands on the moon and celebrated this crucial achievement. The title “That calls for a Carlsberg” come up. It mentions that the “Carlsberg” production is the reward for someone who achieves some great accomplishments such as landing on the moon.
When the astronaut was enjoying the success of landing on the moon, He took out the beer to drink to celebrate. He even forgot he was still on the moon that he could not drink the beer. When he realized that he could not get the beer, he still wanted to try to taste it even with a helmet. For celebrating the success, the reward of drinking “Carlsberg” beer is necessary.
The astronaut’s psychological changes in the commercial are so obvious. The astronaut was so anxious initially, but when he is familiar with the new environment, he started to be enjoyable and relaxed. The change of his mental state could illustrate that astronaut is afraid of the new environment and is nervous about his safety. It could be regarded as he is challenging himself to view the extraordinary sights in the space. Also, after he successfully lands on the moon, he take out the beer with the brand “Carlsberg.” This action means the “Carlsberg” beer is equal to the huge achievement that everyone in all countries is dreaming of reaching. The whole advertisement connected details to each other to present a great historical event for us. It just related the important historical event and the “Carlsberg” beer together to push out the product beer. The intention of this commercial is that they want to let people think the “Carlsberg” beer is the award for achieving the great success such as landing on the moon.
In fact, the story is smartly designed because it has indirectly compared the moon landing to drinking a beer. When people are thinking of drinking a beer, the majority of us will naturally consider that beer goes with yummy food such as chicken wings or yummy food should be accompanied by the football games and noisy music from DJ in a bar full of people dancing.
However, no one has ever considered beer to be linked to anything elegant, let alone great steps like going on the moon. The crew that created this commercial had broken the barrier of people’s common beliefs. For example, the moon landing of this astronaut can mean more than a simple historical event like a sudden attack in the war. It was in fact a historical event that defined space in a certain way – it was a moment of cultural imagination. This is an entire culture that can be a representation of the release of human beings. People were constantly trying to articulate what the moon landing meant for human beings and there are so many explanations. However, in the commercial it is obvious that the bottle of beer has mysterious taste like the mystery of the moon landing. Also, that fact that human beings have gone to the moon is the symbol of us getting away from the chains in our life. While drinking this bottle of beer, customers do not only get to enjoy the taste of alcohol itself. What’s more, we are able to get our freedom as well.
Anthonymcy, “Carlsberg ‘Spaceman’” Advertisement. You tube.
(https://www.youtube.com/watch?v=LwSGCt6U46w) Google, April 5th, 2011. Web. October 21th, 2015.
Chris Weller, “Why Do We Get Nervous?” Medical Daily. February 13th, 2014. Web. October 27th, 2015.
NASA, “July 20, 1969: One Giant Leap for Mankind.” NASA, July 14th, 2014. Web. October 28th, 2015.
With your draft, you have a good starting point for revision. You are getting closer to a thesis and present some important details from the commercial. Your reflections on these details are good – I can see that you were actively thinking about how to support your conclusions.
For revision, I would recommend returning to your thesis (please see comments above). Then, it would be helpful to clearly write out what main points will support your thesis. Be sure to structure your paper around these main points (paying attention to how they logical progress). Think about how you can reorganize your paper. Overall, instead of transitioning chronologically through the commercial, they focus on significant details. Your paper should be structured more around significant details and their relation to your thesis rather than a scene-by-scene detail of the commercial. Remember to guide your reader through your argument and take a more objective approach (this will build your ethos as writer).
Your point about the historical moment of the commercial seems like the most significant detail. Therefore, you want to spend more time on this and be more specific about its connection in your thesis. Think about the moon landing as not only a historical event. It was a historical event that defined space in a certain way – it was a moment of cultural imagination (an entire culture imagined a representation or metaphor for the moon landing). People were constantly trying to articulate what the moon landing meant for human beings. This is what you want to draw on – any secondary sources that address what the moon landing meant for America and the world and/or how it was seen as a great achievement.
When reading over your paper, I focused on content rather than grammatical errors. Once you arrive at a revision, I would be definitely willingly to look over it for grammatical errors.
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