This video clip delivers more power, emotion and education in less than two minutes than the majority of programming can deliver in two hours:
This video isn’t even a video, it’s an advertisement, and the most effective advertisement I have seen in years. I was not familiar with Purple Feather until I saw this video, but I certainly am now! What a powerful example of the power of words and the power of messaging. There are a number of other devices and techniques used here, in less than 2 minutes, which can be used to improve any speech, presentation, announcement, etc. Here a few:
1) Re-Framing – The message is terrific, the way it was framed was even better; while entitled The Power of Words, this video could easily be entitled The Power of Properly Framing an Issue.
2) Imagery – The words painted a picture, the message was clear, and it can be visualized – “It’s a beautiful day, and I can’t see it”
3) Word choice – not only in terms of context; in terms of ease of understanding. The power of words indeed!
4) Story – Most people envision a story taking time, having numerous characters, etc. – this video illustrates how quickly an entire story can be told:
Victim – blind man, Antagonist – apathy, Hero - woman who re-writes sign, Action - changing wording on the sign, Transformation - donations start pouring in
5) Call to Action/Emotional Appeal – the emotional appeal, and call to action, while understated verbally, is very clear
6) Senses – The picture painted utilizes sight, touch, sound (all of which could be used with no visuals but descriptive language instead in a presentation)
On a final note, I like the use of “and” rather than “but” ”It’s a beautiful day and I can’t see it.” The conjunction “but” is often used in a contrast like this, but I find that ”and” amplifies the power of the contrast significantly – strictly my opinion.
Kudos to Andrea Gardner and the Feather team and a big thank you to my mother for bringing this amazing content to my attention!