Entering
Nebraska has a feeling to it all its own. From Iowa you can see the endless
river stretch below your car on either side. And childhood memories for many include clenching white knuckled hands while attempting to hold your breath from one edge of the aqua marine giant of a bridge that connects the two states. Ever since I can remember that green bridge and the weather worn
“Nebraska…. the good life” sign have welcomed me back to this state.
Throughout the past few years, Nebraska has been working on bringing more tourism to the state. The Nebraska
council in charge of this matter brought together the ideals of Nebraska (family, nature, and fun) in the newest set of
Nebraska Tourism Commercials, released in 2007. Through the use of pathos they show an emotionally charged Nebraska not in the weathered worn look of that earlier mentioned green bridge, but rather in the easily relatable white picket Home and Gardens picturesque context of the golden best of Nebraska. Asking the inevitable “Who Knew” of Nebraska families and giving their testimony with the appeal of logos.
The first “Who Knew” opens the montage is the ever popular illustration of a family at the well recognized Henry Doorley Zoo. Although it is not an in-your-face-obvious shot of the
zoo the argument is clearly backed up by the social knowledge that this particular zoo is ranked top two in the nation. Along with this is the imagery of a blonde family as the little tykes play amongst the statues, father safety watching an arms width away as the announcer asks if you would’ve thought “ your little monkeys would feel so at home”. This simple analogy is once again reaffirming the comfortable quality of the atmosphere they are portraying through the ideal situation.
Next is the nature section of today’s program. Flash forward to a bike rider (helmet on to promote proper
Nebraskan safety) riding through the rolling hills of the Great Plains. There are friends nearby racing in multicolored tee shirts toward the viewer and “spinning their wheels” and finding it “exhilarating”. This scene helps move along into more adult of individual characteristics of Nebraska’s tourism. It also helps us begin to view the process of which our trip might take. Also we are shown the cause and effect of the time. Not only is there the pathos emotional feeling of family that is recognized in the primary image, but also the laid back feeling of freedom and open-ness that is unique to the Midwest in contrast to the bustling constricted momentum of the big cities. This of course is the very thing that makes the Midwest what it is.
Next in the series are a few shots reinforcing the family values, a burly farm father lifting his “ extra 35 lbs” aka his son onto his shoulders glancing back at his smiling wife. This is followed by two adults, wedding rings on hand, pouring, cheering, tasting and “mixing” the red and the white wines in the wine tasting
vineyards of the great state. To keep your thoughts calm and earthy, the next vision is that of a three-generation family. There is the white haired grandfather, the chipper dad and the young boy campfire illuminating their laughing faces, camping on the grassy rolling hills, crackling stream nearby and the tangerine and mango sun going down in the background.
These main images that take up the beginning of the commercial are the primary events of the structure. This ad campaign is set up as a compare and contrast of audio and visual context. There is the irony between the visions that are commonly associated with the narrator’s comments and what is shown in the actual images. For example, the “lugging extra 35lbs” evokes the image of manual labor, something that is not seen as fun, but tedious instead. However coupled with the above-mentioned child friendly image, a humor is produced that creates a newfound pathos.
The last image is a few canoes floating down the gentle
Niobrara waters sun glistening off the still glass and reflecting the overgrown trees. Suddenly out of the water comes the Nebraska visitors guide clad with the crisp lines and burnt colors of the states Chimney rock.
Here is this image to match the web address and phone number that have been plaguing the bottom portion of the screen all along. This commercial invites you, tiptoeing around your bias to explore the unknown. And with the help of these nature visions we begin classifying each scene into a section or grouping that applies to what each individual wants. There is something for the children, something for the couple, something for the athlete and the nature freak, something for the family and something to do alone. All of that is united by the catchphrase “ Who Knew” always easily announced, in a deep cliché narraratrs voice.
The last images are extremely important for tying together the piece. Shortly before the concluding image of the canoes, we are given testimonies that shoot down the narrarator and combine the before separated visual and audio tracks. This is through the phrase “We knew/ I knew” spoken by the previously seen characters in each Who Knew series. This ties back into the pathos positive feelings of unity, fun, enjoyment, and family.
No matter cliché, it is still apparent that only in the Midwest is it possible to do all of the beautiful things that are shown. However glimmered for the camera, all of these things are born of truth and portray actual places, events, and actions that are available to a face paced over worked tourist. You will not go there and find the place destroyed or the nature built over. It is a resilience built into the fabrication of the state. That within itself is quite that argument of persuasion. Because lets face it, truth has been known to set you free. Who Knew?
