Analysis Of Rory Sutherland 's Presentation

1088 Words Dec 14th, 2015 5 Pages
Thesis: by creating metaphors, Sega creates dichotomies of inferiority and superiority that persuade viewers that their product is more enjoyable
Rory Sutherland was an advertising executive in the United Kingdom as well as a speaker at a Ted talk in Athens, Greece in 2012.(3) The topic of his presentation was that perspective is everything, with one of his points being that one small aspect can change the perspective of someone or something quite drastically. One example was during his presentation when Sutherland set up a scenario in which he said “Let’s say you’re at a party…sometimes you just want to stand in the corner and stare out of the window. Now the problem is, when you can 't smoke, if you stand and stare out of the window on your own, you 're an antisocial, friendless idiot. (Laughter) If you stand and stare out of the window on your own with a cigarette, you 're a fucking philosopher.”
Sutherland provides a great lens to view the mid 80s commercial for Sega, by using metaphors that created dichotomies of inferiority and superiority of their game system, Sega persuades viewers that their product is better, faster, and a more enjoyable experience than Nintendo.

The first thing that happens in the ad was a narrator asking the question “what is blast processing?”1 Well, what is Blast processing? In reality it is a made up word meant for people to remember so that when they think about either the system that was advertised as having it or the word “blast,” they…
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