Video Production, Emotion & Reason: Making a Difference

“I love you” – the first words a mother hears from her speech-impaired son. A physician saves lives in impoverished remote areas.  Amputees adjust artificial limbs on-the-fly to become more capable. Disappearing languages, cultures and traditions have a chance of being preserved. These are all amazing accomplishments, details of the ways in which technology is improving lives as demonstrated in Apple’s “Making a Difference” video.

Describing the value of what you do versus showing authentic evidence is the difference between text explanations and the magnetic emotional appeal of a well-made video production. Apple’s video is a great example of how the medium creates meaning beyond simple reasoning by focusing on emotional meaning. It’s one of those simple facts that’s obvious but elusive: nothing provides an emotional hook like video.



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