Emphasis in a commercial is a little bit different than in writing, mainly because not all commercials need words to get there point across, such as in this commercial. Emphasis in a commercial is mainly what is displayed as the most important aspect or to what extent of forcefulness is used to express a point. The commercial by United Airlines does not use so much forcefulness yet uses a more calm, no words approach. In doing so they set the mood of an airplane calmly flying in the sky. Another effective approach they took was the music they decided to incorporate in the commercial. The music is also in a direction relation with the slogan. For example, when the father begins to fly, the music is soothing like an airplane radio station. Yet once he begins to fight the dragon it becomes more upbeat and dramatic. Finally, once he defeats the dragon, it becomes soothing and calm again. Just this change in tempo of the music has an effect on people. Here is how the slogan is in relation to the music. “Where you go in life is up to you.” This half of the slogan works as the calm music where the father arrives at his destination. His destination eventually brings him to the point were he fights a dragon, and this is when the music becomes more dramatic. Then the second half of the slogan is “There’s one airline that can take you there”. At this point the father has defeated the dragon and done his duties and so the music comes back down to a calmer and soothing state and eventually the father arrives safely back home. United airlines presents to the audience that whether you have to fight a dragon or go to a meeting anywhere in the world that you can count on them to get you there.
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