This video is an advertisement of 2008 Beijing Olympic Games. Overall it leaves the audience a friendly, natural and touching impression. “One world, one dream” is the slogan for China’s 2008 Olympics. This video is made to introduce this slogan to the public.
The video contains an object of emotion—a baby. This video narrates a baby’s dream to become an athlete. This dream is not only to become an athlete but also to achieve success as the Olympic’ motto says “itius, altius, fortius” which means faster, higher, stronger. And this is what we people all over the world are always pursuing. A baby is so new that he has opportunities to learn, to create and to develop; he will make much progress as well. He is the hope and the future of human. The ad maker uses this symbol to represent all human beings and teach and persuade people the essence and the values of the Olympic spirit—Unity, Friendship, Progress, Harmony, Participation and Dream—this slogan reflects; he also expresses his belief that what we dream is what we will get. By the way, people believe that babies have all the pure moral merit. So choosing a baby as the object to reflect indirectly that the Olympics is fair and no such immoral indeed like taking drugs is allowed in the games. That immoral indeed is just like killing new-bored babies which is so evil.
Such a lovely baby and a nice dream imply that the tone of the video is hopeful, optimistic and lighthearted for the purpose that to illuminate the theme and the meaning of “One World, One Dream”. Only this kind of tone is accordant with the Olympic Games. Mentioning the genre of the video, it could be identified as a charity or commonweal advertisement in advertisement genre produced in narrative format. This format tends to be pointed to a specific main idea. Although it is not long enough for us to know whether the baby achieves and this is not quite important to what we are concerned, this format makes the whole story compact and the ad genre is thought-provoking.
Since the Olympic is rather a universal topic, there is no specific audience for this video. Every nation or area could take part in the Games; every person no matter a man or a woman has right to participant in the Games; what is more, everyone could turn on the TV set to watch it. At the end of the video, those lovely babies of different countries, different colors and different nations reveal the idea of the composer that the world is a family and we are members. Even aliens could be the audience, and then the video became a text to introduce the earth.
At last, the most successful and attractive part of the video is the way the composer uses to narrative the dream of the baby. It is so original to compare the movement of the baby to the sports the athletes are doing. Without one word or any other extra interpretation the video is still clear enough to express the theme.