| OCR Text |
Show 300 rolling tides, and images of healthy, pristine beaches, wildlife among convivial employees, publics, and business owners are all supplements to the dominant use of voice to convey meaning from a reasonable, human perspective. In some ways, this contradicts the ontology of the visual corporate subject, which is a multiple, unreasonable, and nonhuman subject that builds networks of relations through forces. While these videos rely on testimonials from human subjects to deliver arguments that the Gulf is safe, previous videos, particularly the "Say Hey" campaign, embraced more fully the affective forces of bright, colorful images color-coded with bp's logo and a sustained, synchronic, music-event that was dubbed "the catchiest ad-jingle in recent memory" (Stevenson, 2007, para. 4). Music is thus an important affective force of bp's networked subjectivity, and it has been demonstrated that bp changed its synchronic style after Deepwater Horizon to construct a reasonable, committed, and trustworthy corporate persona. There are image events and music in the ads, but they are used as intermediary objects designed to support spoken words, which are the primary media of the advertisements. Thus, current advertisements attempt to associate bp's logo with a reasonable, apologetic, subject that uses its corporate image events as scientific proof of a recovered Gulf of Mexico. The question is, did it work? Why Reasonable Arguments Do Not Work According to Bortree (2014), who analyzed 315 Youtube videos for variables that indicate effective corporate social responsibility, bp's Youtube corporate social responsibility (CSR) campaign was not a tremendous success, because many videos contained variables indicating bp was still more concerned with its image than affected |
