Consumer Behavior Symbols in Commercials

Symbols

Rituals/Artifacts

Values

Apple

• 14:

Number on barracks in the holocaust

• Men marching in single file:

Forced order and synchronized.

• TV’s everywhere:

Surveillance of the men marching

• Sexy lady running with hammer:

She’s different from the other and is the stronger one of the bunch, ready to make change.

• Men with masks over their mouths:

Could be harmful gasses in the air.

• Guy on the BIG screen:

He looks studious wearing glasses and is portrayed as a leader.

• Leaders voice in background:

His voice seems more electronic, kind of like a robot

• Men chasing lady with the hammer:

She’s a rebel and the men are trying to stop her from causing a disaster.

• Men chasing lady have full mask on their entire heads:

The masks protect them from being injured as well as harmful gasses.

• Lady swings hammer letting it crash into the BIG screen that the Leader was broadcasted on:

Trying to get rid of the leader

• Rainbow apple with the bite taken out:

Apples trademark, reminds me of a teacher and food.

• “You’ll see why 1984 won’t be like 1984”:

Introduction of the Macintosh Computer

• Government organizations for protection, like the army.

• Watching TV

• Giving orders and demands, being in charge of the people.

• Protecting the community

• Police Men (SWOT Team)

• Hate for the people in the building, disassociation.

• Protection

• Privacy

• Ambition

Also, strive for change

• Protection

• Demand

• Security

• Reinforcement

Also, protection

• Power

Also, revolution

• Brand Awareness

• Technology

General Electric

• Woman pushing:

Hot, sweaty, pushing in pain

• Doctor:

Delivers newborn and gives the “new life” to the parents.

• Couple together:

Exchanging smiles with excitement and relief at each other.

• Mother holding baby:

Her precious cargo

• Baby “beeps”:

Mother looks worried, kind of concerned. She can tell he is “special.”

• The nurse says, “he’s going to be fine, okay?”:
• Mother and Father wake up to baby “beeping” on baby monitor: watching the baby making sure he is safe.
• Little boy playing on he ground:

Not a baby anymore, he turns the toy on by his “beep”

• Father and Son watching a football game:

Sitting on the couch, kicking it back, relaxing. (Like father, like son)

• Both drinking something:

Fathers’ drinking out of a can and the little boy is drinking from a sippy cup because he spills.

• Little boy points to TV, “beeps,” and changes the channel:

He puts on cartoons, something more interesting to him.

• Father says, “put it back on the game.”:

Communication

• Little boy puts the game back on:

Seems like he likes to ”mess” with his dad by changing the channel.

• Young boy:

Not little anymore he’s growing up.

• Speech therapist:

Playing copycat ralph trying to determine his disability

• Young boy “beeps”:

He response to therapist in an electronic sounding beep

• Mother and children in car:

Going somewhere but is stuck in traffic

• Other little boy dressed as Benjamin Franklin:

American heritage

• Little boy changes street lights from red to green:

Makes mother happier and less stressed

• Little boy riding bicycle:

A normal child enjoying the outside, but also turning on sprinklers with his beeps while passing each one

• Alarm goes off:

Normal adult morning starts at 6:00am

• Little boy turns alarm off:

Turns off alarm without even touching it. His beep works on anything electronic.

• Teacher:

Teaching students important information

• Little boy turns projector on:

Teacher can’t seem to turn projector on so little boy helps her out by beeping.

• Little girls giggling:

Thought it was funny, gossiping

• Little boy and girl make eye contact and smile:

He thinks she’s cute and wants to impress her.

• Little boy makes snack drop in the vending machine:

Try’s to get the girls attention by giving her something sweet

• Little boy smiles and giggles:

Him showing her it was him

• Little boy riding bike home:

He’s independent; he can get home by himself.

• Darkness outside:

Late in the day

• Little boy laying in bed staring out the window/power out:

In a day dream, he’s thinking hard and deeply

• Shadows on little boys face and bed:

The trees and leaves blowing in the wind

• Little boy in the middle of street with PJ’s:

Its dark ad the middle of the night but he seems curious

• People in background holding flashlights:

Wondering what’s going on

• Night/Darkness:

Bad storm, wet ground, extra windy, lights out

• Little boy turns lights back on:

Bring joy to the town and giving them power back

• City:

Power back and running thanks to the little boy

• Little boy and father standing in the rain:

Father thinking how awesome his child is

• Newscaster lady:

Releases important information

• iPad with article of little boy:

Thanking him for his help and telling the world about him

• Coffee and croissant on table:

Breakfast time, people read news usually during breakfast

• Cat scanner is broken:

Little boy fixes it to help people with health problems and exams

• Little boy walking with construction men:

He is a team member because of his skill

• Containers on transfer station:

Process of getting people their everyday needs

• Train:

Faster way of transporting

• The scenery:

Mountains on one side, water on the other, in the middle of nowhere

• Spanish sign on building:

Might be in Mexico or Spain

• Background voice saying he can talk to machines:

His beep is changing the world and making electronics better

• Little boy drinking from glass:

Not a sippy cup a sign of him being older

• Little boy on French talk show:

In another foreign country, helping people all around the world.

• Newspaper in background:

Showing the world his face

• Looking out of window on plane:

Viewing the scenery and detecting electronic problems

• Makes all delayed flights on time:

Power of the beep

• Planes on track:

He made everything organized and synchronized

• YouTube video of little boy in China:

Helping other internationally

• Little boy in electric car with Asian workers:

Showing progress

• The earth:

Looking at perspective on the earth

• Little boy and girl laying on blanket:

Quality time with someone special

• Little boy looks at girl:

The look of happiness

• Little boy turns all lights off:

The power of the beep to make it romantic

• Stars:

Wishing and dreaming

• Little girl thanks him:

She respects what he did

• Little boy replies, ”your welcome”:

First time he actually speaks

• Little boy and girl look at each other:

Both know what each other are thinking

• “When you speak the language of industry, the conversation can change the world”:

If you know how electronics work well, you too could change the world.

• General Electric symbol:

Their trademark, how their recognized

• Giving birth

Also, reproduction

• Sharing Happiness

• Bonding

• Growing strong and healthy

• Watching football/TV

• Growing up

• Watching TV

• Joking around

• Growing up

• Growing up

• Reaching out for help

• Improving

• Driving

Also, Being late/not on time

• Representing someone or acting as someone in a play

• Playing

• Waking up

• Turning alarm off

Also, sleeping

• Going to school and learning

• Helping others

• Having conversations

• Flirting  

• Giving to others

Also, thinking of others.

• Riding a bike

• Sunset

• Thinking and wondering

• Helping others

• When it is raining outside

• Giving world news to everyone
• Reading the news

Also, using electronics

• Eating breakfast

• Going to work

• Transporting good or services

• Growing up

Also, hydration

• Going to a talk show

• Making choices

• Being positive and spending time with positive people

• Doing things and being around others

• Saying thank you

• Talking to others

• Buying brand name item

• New life

• Cheerfulness

Also, joy

• Family

Also, love

• Approval

Also, sympathy

• Love

Also, caring

• Growth

• Tradition

• Older and Younger

Also, connection

• Change

• Amusement

• Growth

Also, Development

• Improving

• Technology

• Patience

• Knowledge

Also, innovation

• Playfulness

• Teaching

Also, leadership

• Warm-heartedness

• Thoughtfulness

• Satisfaction

• Ambition

Also, activeness

• Control

Also, economy

• Informational

• Acknowledgment

• Nutrition

• Effectiveness

• Insightful

Also, involvement

• Transportation

• Religions

• Accomplishment

• Entertainment

• Fame

• Gratitude

• Success

Also, passionate

• Peace

• Relationship

Also, Love and respect

• Acknowledgement

• Thankfulness

• Politeness

• Comfort

• Communication

Also, innovation

• Brand awareness

Chevrolet

• Mother and Son hugging:

Mother and Son love

• Ideal Family:

Father, Mother, Son & a Daughter

• Son gives Father a hand shake:

Shows he wants his approval

• Son pats sister on the head:

Acknowledgment

• Son forgets corsage:

Gets it from the little sister

• Background music:

Simple & goes along with what is happening in the video

• Old car:

Beat up and ran down

• GO SLOW-MEN on side of the old car
• Close up next to car:

Wearing a tux and not a happy face

• Father and Mother giving each other a look:

Know what each other are thinking, it’s like they he mental telepathy.

• Father then looking at Daughter:

Kind of look that says sorry if you don’t like it but I have the final say.

• Background voice saying, “If it’s happened once, it’s happened a thousand time.”:

Meaning other parents do it so why not its happened before and going to happen a thousand more times.

• Impala:

New hot ride, better then the old beat up car.

• White picked fence behind car:

Perfect family living the “American Dream”

• Son shaking head after looking at the Impala:

A look upset and is thinking and wish about driving the Impala.

• Family looks over at Impala:

Thinking

• Mother and Daughter looking at Father:
• Giving him the look like “your not going to really do it.”
• Fathers look:

Clenched lips and shakes his head like “no I would never”

• Son get in car:

Right before he looks up at the Impala again

• Mother and Daughter look up to Father again:

Kind of looking for an answer

• Father smiles:

Showing them that he is going to let him take the car

• Father pulls key out of his pocket:

Finally saying yes

• Sons runs to the family:

So happy he is going to be the hottest guy there

• Son quickly grabbing the key and giving a quick goodbye to his parents:

The daughter perks her lips up for a kiss and he kisses her on the check.

• Family Hugs:

Shows their affection

• Son gets into Impala
• Son gets out of other side of the Impala
• Sons forgets Corsage out in old car
• Sons date sitting in the front seat:

Looking at corsage

• Son and date exchange smiles:

Showing the nervous happy new couple

• Show Impala symbol:

Their trademark

• Driving down the road:

Couple in the hot car

Pull up to the building

• Son gets out of the car:

Goes to his dates side and opens her door helping her out.

• Date is wearing a dress:

Shows they are attending prom or a formal dance

• Son goes back to corsage:

Shows someone cares and she is taken

• Background voice says ”what a gal, what a night what a car.”:

Promoting a good time

• Chevrolet Symbol:

Car dealership

• Saying hello or goodbye

• Beginning a “perfect” family

• Saying hello or goodbye

• Saying hello or goodbye

• Attending Promo or a Dance

• Get to take older car on date

• Go slow: Parents warning child not to speed
• Going to Prom

• Parenting

• Sibling rivalry

•  Playing the “well he’s allowed” card

• Examining something more and showing appreciation

• Family discussions

• Parenting

• Smiling

• Rushing

• Saying hello or goodbye

• Forgetting something

• Picking up a date and driving somewhere.

• Branding

•  Driving

• Practicing manners

• Promo or formal dance and dressing up

• Forgetting something

• Having a good time

• Buying a new car

• Relationship, Family, Caring for someone
• Family

• Father

• Sister

• Being able to go to school and do extra school activities

• Good parenting

• Masculinity

Also, power

• Vanity

         Also, luxurious

• American Dream & Achievement

• Appreciation

• Discipline

• Curiosity

• Hope

• Good news and excitement

• Happiness

• Excitement and Happiness

• Brand Awareness

• Style

• Kindness

• Beauty

• Relationship

Also, brand awareness

• Brand Awareness.

Coca-Cola

• Football player limping:

Got hurt from the game and playing hard.

• People in the background:

Fans watching the game

• Jersey over Mr. Green shoulder:

Shows he out of the dame, done playing

• Little boy following him in the background:

Calling Mr. Green, trying to get his attention.

• Mr. Green turns around and says, “yeah”:

He doesn’t seem too happy and might be a little annoyed.

• Little boy replies by asking him if he needs help:

Shows Mr. Green he notices’ he’s hurt and wants to make him feel better.

• Mr. green says “no” then turns around fast:

Seems like he doesn’t want to be bothered.

• Little boy telling Mr. green he’s the best ever:

stutters because he is excited but nervous.

• Mr. Green replies, “yeah sure” in a smart tone:

Its like he just wants this kid to leave him alone, he doesn’t believe him.

• Little boy offers his Coca-Cola to Mr. Green:

He shares his Coke; everyone loves Coke.

• Mr. Green refuses:

Doesn’t want to take the little boys coke.

• Little boy reinsures him that he can have the Coke:

Really wants to share it with him.

• Mr. Green finally excepts the Coke:

Has a smile on his face, showing he appreciates the little boys offer.

• Music in background:

Starts once he accepts the soda. It is upbeat and is a happy song, makes you happy.

• Mr. Green says thanks and drinks the Coke:

Accepting the Coke

• Little boys face expression, he sighs and says see you around:

He's happy he took the Coke but doesn’t seem fully satisfied.

• Mr. Green throws little boy his jersey:

Thanking him for the Coke

• Little Boy thanks Mr. Green:

Mr. Green isn’t so mean after all

• “Have a Coke and a smile”:

Coke makes you happy and puts a smile on your face.

• Playing football

• Watching football

Also, going to a sports game

• Starting a conversation

• Ignoring someone

• Meeting new people

• Sharing with others

• Rejecting an offer

• Sharing with others

• Smiling

• Playing and listening to music

• Drinking to stay hydrated

• Giving away sports memorabilia

• Respect

Also, unity

• Being a fan

• Sympathy

• Role Model

• Kindness

Also, generous

• Rejection

• Willingness

Also, passionate

• Appreciation

• Hydration

• Respectful

• Excitement

Also, happiness

• Brand Awareness

Levi

• Background music:

Techno beat

• Dark Old Barn:

Car pulling out of the barn

• Man’s perspective of driving down the road:

Long road, car on his left and right

• Houses:

Cluster of houses together-more run down

• Driving over railroad tracks:

Man drives very slow over tracks as train is approaching

• Passing more houses, parked car and a person:

People that live around him doing everyday things

• Train:

Carries the communities necessities

• Approaches McKay General Store and parks in front:

It’s like a quickie mart

• Man gets out of car:

Wear old run down Levi Jeans

• Man walks up to window:

See silhouette of his head

• Looking at people in the store:

Checking out to see who’s in there

• Man walks into store passes people:

Seems like everyone’s staring at him

• Goes up to cashier:

Needs the cashier mans assistance to purchase something

• Music changes drastically:

Gets all jumbled and crazy

• Mother stares at the man:

Takes her child away like he is a freak

• Man receives latex condoms:

Needs protection for the night

• Opens can of condoms:

3 condoms-“third times the charm”

• Close up of Mother:

Looks mad, pulls her daughter away from man like he’s contagious

• Close up of Mother daughter:

Smiling hard at man

• Close up of him putting condoms in his Levi Jeans:

The perfect pocket

• Cashier smiles and nods his head:

Saying have a good night, “wink, wink”

• Another view of the Mother: Still doesn’t look happy, it’s like she’s aggregated
• Glance over a young pretty lady
• Mans car parked while train is passing in the background
• Passing gas station:
• Driving down the long road:

Trees along both side automatically get pitch black

• Rail road sign:

Warning there is a train ahead

• Close up of train and the wheels:

Going fast smoke pouring out of the sides

• 500 on train:

The model of that train

• Lady walking with dog and man working on his car:

It’s dark and at night, very hard to see

• Warning sign on tree:

Makes you think what your driving into

• Approaches white large house:

Beautiful young lady on the balcony waiting for him

• Runs to the front door
• Tucks condoms into his pocket:

It’s like it is a secret, they can’t be seen

• Cashier from the store answers door:

Thinking “you have to be kidding me”

• Flash back of being at the store:

He was the man who bought the condoms from him earlier

• First time you see the mans face:

More of a younger man rather a man

• Father tells daughter she can’t go out with him:

Trying to control her

• Daughter leaves with man:

Doesn’t care what her dad says, she’s going to do as she please.

• Close up on fathers face
• “Watch pocket created in 1873. Abused ever since.”

• Pulling out of the garage

• Driving somewhere

• Living in poverty

• Taking chances

• Going to the store

• Wearing clothing

• Judging people

• Parenting

• Buying necessities

• Keeping child away

from harm

• Smiling and being kind

to others

• Communication and

Making sly remarks

• Going for a long drive

• Train running on a train

Track

• Running

• Awkward

• Encountering recently

meet people

• Arguing with parents

about rules

• Disobeying parents

• Being shocked

• Poverty

• Liveliness

• Community

• Transportation

• Shopping

• Materialization

• Helpfulness

• Protecting your

children

• Protection

Also, safe sex

• Disapproval

• Acceptance

• Connection

• Young

Also, beauty

• Speed

• Rich

Also, beauty

• Excitement

• Awkwardness

Also, discovery

• Curiosity

• Brand awareness