This video is shown as an ad before youtube videos, so many people see it before they watch their videos on youtube. It is a promotion for the New York City Ballet. The company took videos of some of their performances and put together a video to the score of one of their newest ballets. If you are not familiar with ballet, this ad still appeals to your "need for aesthetic sensations." It is a beautiful video, and the classical ballet in it, along with the classical music, "makes us feel creative and enhances" according to Jib Fowles, who created the 15 Basic Appeals of Advertising.
Techniques used are testimonials, gestalt, and perhaps transfer/association. The ad essentially uses testimonials of all the dancers in the ad. In the ballet world, the dancers from the NYCB (New York City Ballet) are famous because they are so precise and wonderful to watch. By incorporating famous dancers in the ad (Sara Mearns, Tyler Peck, etc), people may feel inclined to come and watch because they are in it. This technique does not work though it the person watching the commercial has no idea who the dancers are though. The ad also uses gestalt because of the strange camera angles. It makes the person watching the commercial feel as if they are actually backstage with the NYCB and allows them to see the dancers on and off stage. These moments captured by the intimate camera angles may encourage people to come and see the company to feel that emotion again. This also may use the technique of transfer/association. If the person felt happy or a strong emotion watching the commercial, he or she may want to go back to the ballet to feel that again. This would not work as a technique though if the watcher did not like what he or she saw or was bored by the video.
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