Welcome. We’re excited to have you aboard today.

It’s at this point where popular airline companies lose the interest of their passengers as they’re busy sending that one last “See you soon” text, or refreshing their Twitter timeline for the last time in what’s about to feel like an eternity. Airline safety videos might be annoying, but aviation regulations require a pre-flight safety briefing before passengers are off to their destinations. As technology is evolving, airline companies are attempting to make their safety briefing as intriguing as possible.

Like all major companies, United Airlines’ main goal is to get their viewers to purchase their products. In this scenario, they want people to book flights to exotic places that United travels to. Although this video is impressive, there is a sense of uncertainty as to the purpose. Is this a marketing strategy to get passengers to book flights to these dream destinations through United? Alternatively, is it showing the power of human connection?

As the United Airlines Safety Video begins, viewers are transported to the lively streets of Rio De Janeiro where they’re surrounded by risque dancers wearing glimmering costumes as they parade through the streets during Carnival. Using upbeat music as well as bright hues of blue and gold, United Airlines grabs the attention of their passengers for just four minutes as they review safety protocols if there’s an emergency.

As if Rio De Janeiro wasn’t enough, the next scene cuts to the beautiful Northern Lights over Iceland as passengers are greeted by a multitude of huskies pulling a flight attendant who explains how to use the exit doors. Multimodality is at play here, most noticeably, the change in music. This music and scene are peaceful compared to the previous scene. The use of light music allows for those sitting in the exit seats to feel at ease, knowing they might have a responsibility in the event of an evacuation.


Cut to the next scene, the exciting country of Germany. In this part, the music changes yet again. This time, the music is more thrilling as it’s filled with various instruments such as an accordion, clarinet, and drums. The music follows to the next scene, the annual New York City Marathon, filled with energetic runners and bystanders cheering them on. Not only do these scenes keep the attention of the viewers, but also relays an essential message about how to stay safe on-board.


Lastly, the video takes readers through India, stopping at the Taj Mahal and a Lantern Festival in China.The music softens up yet again, and the colors become less vibrant, allowing for a smooth ending to the video. 

Overall, the use of multimodality in the form of colors, videography, music, as well as locations makes a mandatory safety video that is worth watching. The “flight attendants” throughout the video speak in a tone that’s soothing, which helps ensure the safety of the passengers.

I believe that this video is solely for views and to make a profit. By using green-screens to record as well as obvious stereotypes, it is clear that United Airlines does not truly care about the places they are representing as well as the people who live there. The advertisement is exhibiting one thing: that United allows for us to travel to our dream destinations. There is no sense of community in the video, and there are no personal connections being made. In addition, it is evident that the “flight attendants” are not native to the area they are representing, which is also an issue for me since United could have easily hired an actor/actress who was truly from these places.