Google Glass: First Person Identification at its Finest

Published on December 1st, 2014 by Margot Weiss. Filed under Advertising, New Technology

When Google glass was announced in 2012, it was puzzling how the user could use the product to interact with the world in which we lived. Google released an advertisement to combat this insecurity using subjective camera and identification to prove the functionality and relevance of their new product.

When the ad begins, the viewer immediately notices that it is shot in the subjective camera, showing what the user would be seeing, leading to direct identification with that character. As the main character goes throughout his day in New York City, moving through various tasks, the ad shows the different functions of the product, such as providing directions and taking pictures. By looking through the “eyes” of the main character, the viewer is able to identify themselves with the main character’s actions and emotions throughout the day . This technique of subjective camera is particularly useful in the case of Google Glass, as it directly hinders your viewing capabilities, thus allowing you to imagine the glasses on your own face.

The addition of music during the first two-thirds of the advertisement instills the idea that the main character is listening to music, as one would be when they walked through the streets of New York. It is as if you have seen an entire day through  the main character’s eyes, allowing you to become emotionally connected to him, especially at the end when the ukelele music is being played to his  lover. However, the main drawback to this promotion is if the viewer were unfamiliar with New York City and Manhattan, many of the context clues for the functions of the product would be lost to the viewer.

 

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