land of steel

LAND OF STEEL - BRAND EXPERIENCE SCALE

This video has great aesthetics, which contributes to sensory. Though there are visual elements included, the entire experience affects the audience at the affective level. The visuals were there to help to convey the experience to affect at the affective level, and not sensory.

This video mainly shows the feeling of a retired man on the decline of the steel industry, that the man worked his whole career on. With the narrative of an old man, the video explores the demise of the steel industry in Port Talbot.

The narrative of the old man automatically adds points to the affective factor, in that it sets a grey tone to the message of the video as well as the visual sensory of grey/blue colors edited in the video. The use of cinematography to capture Port Talbot and its connectedness to John (the old man) through environment shots to John running, the video shows that the determination of John to run and commit is as strong as John's love for Port Talbot, thus intrigues the audience by contrasting John's love for Port Talbot and steel, to the downfall of the steel industry as well as Port Talbot, to ultimately John himself.
The use of storytelling, sound, visual, colors, cinematography, the experience can be regarded as affective. It influences the sensory to make the audience think and be sentient towards the defeat of the environment and John. The audience may 'think about the video' afterwards, however the video did not bring out a tangible material for the audience to chew on, and there is no goal to communicate a message, but rather just to make the audience feel a certain way, thus leaving an afterthought of the feeling.