Thesis: The new BMW i8 i3 is a new world of mobility that will change the way you live with the best services available.

Triune Brain (3 specific observations on how the text interacts with any/all of the three brains):

- Limbic: beautiful scenery

- Limbic: familiarity between the man and woman within the commercial, romance and intense looks from the actor and actress

- Limbic: calm voice and soft music

- Limbic: slow easy phase outs of scene to scene

8 Trends (3 observations with examples from tool set #3):

- Personal shift: from mass to personal (personal consumer sees advertisements and can experience the product as if it was their own); advertisement on personal media device

- Epistemological shift: from word to image- the advertisement allows the consumer to see the effects of the product rather than just reading about it (this helps to become more of a part of the product and to see it within personal life)

- Discursive shift: from objective to subjective- facts to more slanted view (instead of displaying the straight facts and how things work, they show the car in motion and hint towards the positive impacts the car will have on society and the world)

5 “Facts”/Claims

- The car will change the way we live and move in the city

- Lightning performance

- Reflect responsibility

- The car will bring a new world

- It will change the way we think

7 Principles (3 specific observations):

- Production technique- the camera angles and slow fade-outs make the commercial seem very unreal as well as making it relaxing for the viewer

- Individual meaning- individuals are able to construct their own meaning from the commercial. It allows for the viewer to see themselves with the vehicle, and how their life would be drastically different (slanted towards better- no downfalls shown)

- Emotional transfer- the medium taps into the limbic brain, showing the attachment to the vehicle and the happiness that it brings others and therefore will bring to you. It shows a relationship with the environment like you have never had before because the car is so environmentally friendly and sustainable

3 Techniques of Persuasion:

- Beautiful people: show the same two actors repeatedly and looking straight at us in the camera lens- showing their attention on the car as well as on the viewer

- Group dynamics: “mobility that will change the way we live and move in our cities”

diversion: show the car as being entirely good for the environment, don’t show any downfalls to the vehicle