Visual Argument (Nissan Leaf Commercial)

I chose to respond to the Nissan Leaf Polar Bear Commercial:

The beliefs or ideologies that are communicated in this commercial are helping the environment (going green as one my say) and helping animals. This commercial shows a polar bear and where it lives and how buying a Nissan will help the polar bear by being an environmental friendly car. The intended audience of the visual argument is for people who want to save on energy (people that are going green) and animal lovers. The kind of rhetoric that is being used to appeal to this specific audience is by showing a polar bear walking around (didn’t really understand what it was doing). Then is shows a man getting ready to leave in his Nissan electric car and the polar bear thanking him (which means that the man is helping the polar(letting the polar bear live a longer life) by buying and getting into the Nissan Leaf and not another car that can destroy the environment (by pollution and what not). Based on the three visual “readings” (pg. 249) Sturken & Cartwright article, I believe the commercial with the Polar Bear uses negotiated readings. I think this because the way I interpreted the definition negotiated reading is how you interpret images by what you know and believe.   The commercial shows a polar bear and its home. Then it shows a man getting in a Nissan Leaf which is this electric car. When many people see this (animal lovers) they may think oh if I buy this car I will help the polar bears and other animals. And for the people that have gone green they may think they are helping the environment by getting this car. Others just may think what does the polar bear has to do with anything; the polar bear wouldn’t make them want to buy the car. I have never thought about/ analyzed a commercial like this.