2014년 3월 13일 목요일

A Writer's Notebook

             A year has passed already since I’ve started to feel this huge emptiness in my mind. I’m unsure about why this is happening to me, which makes me feel more scared and anxious about my feelings. But I know for sure that there is a big hole through which all of my souls and spirits sink out. I started to ponder upon my past, although I was afraid how much it would pain me. My mind takes me back to exactly a year ago, when I lived a cosmopolitan life in New York.

“The most important thing in design is simplicity. Once that’s lost, it ought to go straight toward the trash bin.”

“I’d like to see your work by tomorrow. Please don’t roll your eyes. In the real world, you’re not going to have all the time in the world to create something, ” remarked the professor condescendingly.

Six days had passed since I had had a restful sleep.

When I heard him giving us another assignment, I really wanted to kill him. But I stayed quiet because everyone else only groaned in silence, although many had sustained dark bags under their eyes all semester. Yet, they kept strong as if they were machines, endlessly producing things creatively. On my desk, there were countless empty coffee cups and energy drink cans rolling around in such an ugly manner. Especially, the design on the can that reads, “MONSTER,” painted with some sort of green and red thunder motif made my eyes hurt. I had many horrible experiences, and I felt dying. So, I came back home.

             I came into my room to sleep. Hours later, insomnia struck again. I thought I might as well listen to some old music and wondered if my brother still had CDs in his room. He was away at baseball camp for the summer. We used to be close. But as I had left home for college and was too busy with school, and as he started to become more private, as I imagine boys typically change in high school, we drifted apart. Except for his occasional Facebook posts, I realized how little I knew about who he was.  

As I stepped into the room, I knew it would be a good place to start. In the corner, there were his drum set and a poster of the periodic table. As I got into art and literature, he became so interested in math and science, which I could not share with him. On the shelves there were tons of science and math books, and his old red Phillies baseball hat.

In search for CDs, I opened the shelves of his desk and came across a black leather notebook. Inside it said, “A Writer’s Notebook.” This must be someone else’s, I thought. Feeling curious, I opened the middle, and on the page there were notes. 

 I know that you don't like rap music that are always the same. I think I don't like it either. This is surely not enough to stimulate your long-lost senses. The interesting thing is there are people who become more alive and heated when they listen to this kind of music. That's why they do it for their entire life.

‘What the…?’

I could never expect my brother to write randomly, especially in a “writer’s” notebook. He’s always been a math and science geek. .

 The real reason I hate rap songs…It's not because of the repeating lyrics or stupid cacophonies. It was when I was in middle school. Everyone always listened to rap music. I was a newcomer in the class and I invited my classmates to my birthday party. Surprisingly, many students came to have lunch. However, before they were served dessert, they all left.

           I was surprised to read this. I thought my brother loved rap. He was always blasting from his room with his friends. My brother had always been well liked, I thought. He often had his friends over at our house and was always playing sports or doing things in schools. I took the notebook back to my room and started to flip through the pages. There were tickets to a movie he went to, and he wrote:

I don’t care
What they’re going to say
Let the storm rage on,
The cold never bothered me anyway


             Oh, I’d heard this cheesy song before.


Is there something wrong with me? When K looks at me, I get nervous. My heart beats faster than ever. The contours of K’s face are just perfect. I find myself thinking about K when my mind wanders.

        Eww. Maybe I shouldn’t be reading this, I thought.


With his baseball glove on his hand, he just smiled while he stood beside the big tree. Under the warm shadow of the tree, we were in absolute peace. Being caressed by the nice summer breeze while it whistled through the green grass, I was happier than any moment in my life.


This must be an idea for a novel. I was impressed at how interesting it was for him to write from the girl’s point of view. I flipped through more notes and came across a small photograph. It looked as if it had been cut from a larger one. It was a face of an unfamiliar boy who smiled back at me.

My brother came home from camp the next week. When I saw him, I gave him a smile, hoping that he would somehow know that I loved and supported him no matter what, and that I would always be here for him.

He smiled back.            
     



2014년 3월 6일 목요일

"The Truth" super bowl ad by KIA

Kia K900 in The Matrix


             A good advertisement effectively informs about a product, revealing its distinctive qualities and features with a powerful hook that deftly sways the minds of consumers. In a Super Bowl commercial, Kia presented their new car K900. During the course of a minute, KIA succeeds in conveying the message that K900 is truly a luxurious car by using a parody of The Matrix. Along with this amusing idea, the ad skillfully employs the modes of persuasion – logos, pathos, and ethos. In combination, they produce powerful effects that contribute to the making of an effective advertisement with a persuasive argument.
             Kia borrows the logic from the movie, The Matrix, in a very humorous way. The logic is related to Plato’s Theory of Forms, asserting that what humans perceive is not real, but actually blinds them from knowing the truth. A couple meets an unexpected valet, Morpheus, played by Lawrence Fishburne. He says, “The world of luxury has been pulled over your eyes to blind you from the truth.” He offers the choice between two keys. The blue stands for the comfortable compliance of illusory luxury, and the red leads to the confrontation of truth that may completely change one’s beliefs about luxury. The couple takes the red key and experiences the comfort and pleasure of driving the all-new K900 with elegant interiors and superior sound system. Kia, known as an economical car company, makes a strong statement that it can also produce luxury models that provide the highest value for money. The ad confidently claims K900 to be even superior to traditional luxury brands by displacing them into the symbolic space of the Matrix.         
             As pathos, the commercial makes many emotional appeals that powerfully sway the audience. The use of the Matrix theme implies that the company is targeting people in their 20s to 40s within the upper middle class stratum who can understand the underlying logic from being well-versed in popular cultural references. The most notable appeal to emotion is the sense of humor, which plays a large role in the overall ad. Wearing sunglasses and showing his teeth through his widely opened mouth, Morpheus sings an opera song as if he is the audio system of the car, which breaks the serious ambience. This image of Morpheus, which is drastically different from that in the movie, keeps the viewers entertained and engaged.
             In terms of ethos, the quality of true luxury stems from the use of the character, Morpheus. In the movie, Morpheus is depicted as “the bearer of truth” and refuses to comply with the illusive world controlled by machines. When he makes his argument, he does it with a pre-established authority which he acquired from his heroic role in The Matrix. He pursues the truth of luxury cars while he speaks to the couple using his signature deep voice, and sporting the black mirrored sunglasses and long leather suit in a serious manner. Moreover, the sophisticated couple depicted as “virtuous nobles” making an unconventional choice also appeals to the audience in the mode of ethos.         

             The ad, “The Truth” by Kia, successfully incorporates the potent cultural reference, The Matrix, and the theme complements the logos, pathos, and the ethos that serve as compelling strategies to persuade the audience. To conclude, the idea of an “iconoclast” car touches on the emotions of hip middle-class consumers in connection to the potent cultural reference, The Matrix. With great sense of humor, Kia succeeds in changing its brand awareness from a cheap car manufacturer to an all-encompassing brand of the future with luxury offerings.