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Kylie Johnson

Robin Kramer

CAS 137H

October 1, 2016

Truemove H Giving and Happiest Bottle/Generous World

Within the last decade, there have been innumerable attacks against innocent citizens,

whether there seemed to be a sensible cause behind the violence or not. Among recent events

around the globe, the Boston Marathon bombing, the Paris attacks, and the Nice attack received

endless media coverage and attention from the public, not to mention the alarming number of

other similar violence worldwide. Concern has been heightening throughout the globe as this

violence seems to never stop, and there becomes a call as citizens to put an end to this dangerous

behavior. A surge in media urging its viewers into caring for others and fostering love and peace

has become notable, ranging from large corporations like Coca-cola, the beverage company

spanning practically the entire globe, to lesser known companies like Truemove H, a cell service

provider based in Thailand. Both Coca-cola and Truemove H have put out such media--

commercials bringing their audiences to being civic through giving and caring about the

community-- within the past three years. The audiences of both commercials are drawn to giving

back to the community through powerful emotional pulls-- both of the tearful type and the joyful

feelings of gratitude-- and the vastly known commonplaces of giving to neighbors and "paying it

forward".

Truemove H tugs on the emotions of its viewers with its potent themes of familial love

and connection aided by a dynamic piano accompaniment to highlight key aspects of the plot.
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The commercial begins with the shrill voice of the owner of the pharmacy reprimanding the boy,

but soon begins with gentle, quiet piano. It almost seems to slip into the background, simply

adding a somber ambience, not distracting from the plot as the commercial builds up. The

audience is able to focus on the act of kindness displayed by the gentleman from the nearby

store. The music fades away for another few seconds before arising in an abrupt keysmash to

highlight the collapse of the old man. In a similar way to the crescendos and decrescendos of the

piano, the audiences emotions are brought on a similar ride from quiet and calm to suddenly

feeling a pang of sadness as the old man falls and is brought to the hospital. Once again, the

piano is unassuming, quietened by the man lying in his hospital bed, creating suspense as the

audience waits with baited breath for the resolution of the problem.

The second half of the commercial marks a shift in both the emotion and the musical

style. As the daughter begins reading the paid-in-full hospital bill, the tempo of the piano

quickens and the notes are higher, almost hopeful. Much as the audiences emotions were

lowered by the effects of the accompaniment, the more rapid tempo lifts the emotions of its

viewers, embodying the feelings of the daughter as she discovers she no longer must strain

herself over covering her fathers medical bills.

In contrast to the accompaniment in the Truemove H commercial, Coca-colas music

creates happiness from the start of the commercial and directly urges the audience to the cause

through the clear lyrics of the song. The commercial immediately begins with a guitar strumming

an upbeat rhythm. Not only does the rhythm convey joy and happiness, the lyrics, sung clear and

crisp in one voice, directly urge the audience to think of your fellow man, lend him a helping

hand. Much in the same way the Truemove H commercials music builds tension and releases
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emotion with changes in volume and tempo, the music of the Coca-cola advertisement builds as

the video continues, adding more voices and harmonies, as well as instruments to stack upon the

feelings of joy created by the upbeat rhythm while each person passes the bottle to another

person who needs it more. Because the building music aids in lifting the spirits of the viewer, the

joyful emotion conveyed by the music is associated with sharing and giving to others. This

happiness connected to giving urges the audience to emulate these behaviors in their lives, so

they, too, will experience this joy.

Along with the emotions brought forth by the video, the Truemove H commercial

employs the civic commonplace that good neighbors care for each other to draw the audience

into giving to others. When the man purchases the medicine for the boy and even goes so far as

to give him soup and vegetables, the audience identifies this behavior as neighborly, specifically

the characteristics of a good neighbor. When neighbors are kind and generous to each other, it is

believed by many that the community will be stronger and can work smoother. The Truemove H

commercial effectively invigorates the audience to give back to their neighbors by highlighting

this civic commonplace.

Coca-cola embodies the commonplace that love is generous and blissful throughout the

advertisement to bring its audience to be generous to others. Love is ambiguous, hard to define

with one complete, universal definition, yet all people, young or old, can identify that love brings

joy and satisfaction to those who receive it. This commercial conveys that paying it forward, in

this particular example by passing your bottle of Coca-cola to another, will put a little love in

your heart. These words, repeated throughout the lyrics in the video, connect the ideas of love
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and giving, and if by giving to those around us the audience can feel the positive emotions

connoted by love, then the audience is pulled to share with others in order to feel these emotions.

In the times of these publications, the world is in turmoil over the seeming never ending

violence towards fellow communities and giving and receiving love becomes a forefront in

coping with these tragedies. These videos are yet effective, with the continuing of such tragic

events as the Paris Bombings and the even more recent Orlando nightclub shooting. Specifically

in Thailand, the country was conflicted over the current state of the government, the people

striving for change against the rights-oppressing Prime Minister and her ex-Prime Minister

brother. Because of these extenuating circumstances in which the commercials were published,

the idea of generosity, of sharing love and kindness with the fellow people, compels the audience

into acting in this manner. Without the need for a more caring society, the effectiveness of these

commercials would decrease dramatically.

Both the commercial published by Truemove H and that from Coca-cola convince the

audience to be more civic by giving to their neighbors. The two contrast each other in method--

Truemove H attempts to bring the audience to tears through telling a tragic, meaningful story of

one instance of giving with complimenting musical accompaniment, while Coca-cola portrays an

almost ridiculous chain of generosity amongst citizens at the beach paired with upbeat, joyful

rhythms-- but equally draw the audience into action.

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Works Cited

"Happiest Bottle/ Generous World." YouTube. Coca-Cola, 25 Feb. 2015. Web.

" "TrueMove H : Giving." YouTube.

TrueMoveH. "

YouTube, 11 Sept. 2013. Web. 04 Oct. 2016.