special friday exercise: authenticity

What makes this authentic?

From Captology Notebook: MoveOne uses video to persuade (not text)

January 23, 2008
MoveOne uses video to persuade (not text)Today MoveOn started using online video to persuade supporters. For years they’ve relied on text.

However, with the U.S. election heating up (and perhaps declining response to email), MoveOn has created a persuasive video message, re: the link below. It’s about one minute long.


The age of persuasive video is just beginning. The success of video will make text seem old fashioned.

My advice to persuaders: Get out your video cams and start practicing! (And be sure to learn what works: brief, authentic, direct call to action. MoveOn does it well.)

–BJ Fogg

The video is brief (about a minute) and makes a direct call to action (two of them, by my count).  But what features make it authentic?

View the video a few times and make some notes.  Look at the usual stuff: setting, composition, cuts, but also listen to –  even better,  map out – the words and the spoken delivery.  As a start, to what extent does the delivery sound scripted?  To what extent spontaneous?

There are other elements and affordances to take note of, so don’t stop with one.  What, for instance, do you make of the final gesture of the speaker pointing out of the video and towards a url on the web page?