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Critique Challenge


 Based on this commercial advertising video, there was have the EMOTIVISM criteria that can be evaluate. The AUDIENCE should be able to felt touched and cry when they watching in this advertising commercial video about sacrifice of his dad from the beginning till the end of his story.

Firstly, i want to share about the emotivism, here is the meaning of this emotivism.

About emotivism

Emotivism

Emotivism is no longer a view of ethics that has many supporters. Like subjectivism it teaches that there are no objective moral facts, and that therefore 'murder is wrong' can't be objectively true.
Emotivists teach that:
  • Moral statements are meaningless.
This means that the first half of the statement 'it was wrong to murder Fred' adds nothing to the non-moral information that Fred has been murdered.
  • Moral statements only express the speaker's feelings about the issue.
Later emotivists added this idea to Emotivism:
  • By expressing the speaker's feelings about a moral issue moral statements may influence another person's thoughts and conduct.

Source : http://www.bbc.co.uk/ethics/introduction/emotivism_1.shtml


In this criteria, it will shown something that can give impact to audience . Such as felt HAPPY, SADNESS,PROUD,REALIZE or anything else. with the judgement of this criteria. we can see in this advertising video, they successfully make the audience feel fun and happy at the beginning and it will be sad or touch at the nearly the end of this story, about the sacrifice of his dad. In this village, there are one family which is not to really rich and live in moderately well. One day the son of a dad get a offer to continue study in the university. And his daddy give a permission to his son to continue his study. his son realize why his father do that thing or teach to him before.
A moral statement being a good behavior to the audience such as a teenager or kids to realize what is sacrifice of their parent while watching this video. 

So, this advertisement is successful to delivered their massage to audience, this is because they are doing this video based on the criteria of evaluation like subjectivism,objectivsm,emotivism, and relativism.

We can looked or knows all of this by understanding of emotivism. for example the word from C.L Stevenson ;  C.L. Stevenson, who created one of the more sophisticated defenses of ethical emotivism in his 1944 book Ethics and Language, goes a bit further and argues that such moral "statements" are not just expressions of emotion, but are also attempts to get others to share that emotional reaction with us.    

From this understanding, we can see what are this advertisement video trying to communicate to audience. They like to shared about the sympathy feeling which is already have in people heart. So this advertisement video try to make audience really and always wanted to watch this video while its playing on the television screen.

In my observation , i really like of this advertisement and like to suggest to another advertisement should be do or making by understanding of this criteria, to make sure that their message is really delivered and can give some impact to the audience. So, that is my critique about this advertisement video.

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