The document discusses how the average human attention span has decreased from 12 seconds in 2000 to 8 seconds in 2012, shorter than a goldfish's attention span of 9 seconds. It then analyzes a Doritos commercial from 2012 called "Bird of Prey" that uses techniques like hyper-realism, contrasting colors, parody, and taboos to engage viewers in an attention-grabbing and memorable way. The commercial portrays a man who turns into a bird whenever he craves Doritos chips.

1. By Olivia Melillo

2. THE AVERAGE ATTENTION SPAN IN 2000
12 Seconds

3. THE AVERAGE ATTENTION SPAN OF A GOLDFISH
9 Seconds

4. THE AVERAGE ATTENTION SPAN IN 2012
8 Seconds

6. DORITOS
 Are delicious chips that come in a variety of
flavors
 Distributed by PepsiCo
 Have commercials that have been shown during
the Super Bowl for many years
 They’re commercials are consistently voted the
funniest and most interesting of the Super Bowl

7. DORITOS COMMERCIALS OFTEN CONTAIN:
 Hyper-Realism
 Contrast of Dull Colors vs. Bright Colors
 Parody
 Liberal Humorous Use of Cultural Taboos
 Are Hilarious

8. DORITOS COMMERCIALS OFTEN CONTAIN:
 Hyper-Realism
 Contrast of Dull Colors vs. Bright Colors
 Parody
 Liberal Humorous Use of Cultural Taboos
 Are Hilarious

10. BRIEF SYNOPSIS
 A man turns into a “Bird of prey” whenever he gets the craving to eat
Doritos
 This includes harassing and attacking people who are eating Doritos
 Losing all sense of his humanity
 And, of course, running full speed at windows and getting his head
stuck in bags of Doritos

11. HYPER-REALISM OF “BIRD OF PREY”
Man falls from
seemingly no where
and attacks chips

12. HYPER-REALISM OF “BIRD OF PREY”
Harasses a woman with
chips, subsequently
dives after thrown
chip

13. HYPER-REALISM OF “BIRD OF PREY”
Dives into
window

14. EFFECT?
MEMORABLE

16. DULL

17. BRIGHT

18. DULL

19. BRIGHT

20. DULL

21. BRIGHT

22. EFFECT?
Chips seem more fun
than work life and
“brighten” up day

24. USES OF TABOO
 Person is acting like an animal
 Person is acting like this in public
 Person is attacking and harassing people
 Person is invading personal space
 All of these actions lead to one conclusion: This
person is INSANE
 “Coo coo for coco puffs” trope

25. USES OF PARODY
 Commercial is
parodying the
idea that “birds of
prey”, especially
pigeons, often
attack people for
food

27. AUTHORSHIP
 What kind of text?
The text is a humorous parody that plays on society's taboos
 What are the Various Ingredients?
It uses hyper-realism, parody, contrasting colors to get it’s message across
 How is it similar or different to others of it’s genre?
What choices were made to make it different?
This is different than the normal comedy commercials because of its deep
use of parodies and taboos.
 What technologies are used?
Digital film to film it. Photoshop to make colors pop or be duller.
 Who created this message?
PepsiCo and FritoLay of America created this message to make people buy
it’s product.

28. FORMAT
 How is the message constructed?
The message is constructed through different cuts from video of the man
who is acting like a “bird of prey” and that of his co-workers who are laughing
and making fun of him.
 What is the point of view?
The point of view is of the co-workers, who are watching the crazy scene of
their friend and laughing about it, because the consumer, as “normal” people
would also be doing that.
 Does it seem real? Why or Why not?
No it doesn’t seem real because it is hyper-realism, which has been used in
this case to highlight the fun and spontaneity of eating Doritos.

29. AUDIENCE
 What can we learn from the text?
This text shows us that as a culture we are pulled towards
quick and funny things because of our lack of an attention
span, and that because of this we are more likely to buy
things if they catch our attention with these ideals.
 What can we learn about ourselves?
We like humor and fun, and if it tests our norms and pushes
taboos into the forefront, we will notice and, depending on the
delivery, we will enjoy or find the text distasteful.

30. AUDIENCE
 What can we learn from other’s responses or
interpretations?
Some people would say this commercial is stupid, and they
would be right. But at the same time, that was the point of this
commercial, to be stupid and funny.
 Our the other viewpoints as valid as our own? Why are
there varied responses?
Of course they are, we live in a society of millions of different
people, we are bound to have different views and responses
to things, that doesn’t make theirs right or ours right, just
different.

31. WORKS CITED
2012 Glasses. Digital image. Get Sports Info. N.p., 27 Dec. 2011. Web. 16 Oct. 2012.
<http://www.getsportsinfo.com/image.axd?picture=2012%2F1%2F2012_glasses.jpg
>.
Beethoven, Ludwig Van, Franz Liszt, Glenn Gould, and Ludwig Van Beethoven. Glenn
Gould Plays Beethoven's 5th Symphony Transcribed for Piano by Franz Liszt.
Columbia Masterworks, [19-. CD.
Blazin' Buffalo and Ranch Doritos. Digital image. FritoLay. PepsiCo, Frito-Lay, 2012.
Web. 16 Oct. 2012. <http://www.fritolay.com/our-snacks/doritos-blazin-buffalo-
ranch.html>.
Britney 2000. Digital image. FanPop! N.p., 2009. Web. 16 Oct. 2012.
<http://www.fanpop.com/spots/britney-spears/images/6827189/title/britney-2000-
photo>.
Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the
Average: An Empirical Study of Web Use,” in the ACM Transactions on the Web,
vol. 2, no. 1 (February 2008), article #5.
Lawson, David. Goldfish Care. Digital image. Goldfish Care Center. N.p., 2011. Web. 16
Oct. 2012. <http://www.goldfishcarecenter.com/>.
Pepsico., & Doriotos. (2012, February 20). Doritos- Bird of Prey- 2012 Super Bowl
Commercial - YouTube. YouTube - Broadcast Yourself.. Retrieved October 9, 2012,
from< http://www.youtube.com/watch?v=b95ohgF16xc/>.
Pigeon Attack :(. Dir. T0sher. YouTube. YouTube, 28 Dec. 2006. Web. 16 Oct. 2012.
<http://www.youtube.com/watch?v=Jhbh6N_aC74>.
Question mark made of sorry game pieces. Digital image. Small Bites. N.p., 2008. Web.