CommercialsUnit V: Advertising & Moving Images

A commercial is a TELEVISION advertisement. "Advertisements are _________”

What is a commercial?

ADVERTISING is…

Mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. 

The idea is to drive consumer behavior in a particular way in regard to a product, service or concept. 

What does it do?

There is not a single generally accepted

definition of advertising. 

Instead, there are several ways to define it. In summary:Advertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas.

Advertising

A = Audience

T.A.P.

T = Text

P = Production

The content of the advertisements. What are the companies trying to sell?

Who the product is being sold to• Boys, girls, or families• Be more specific… Groups or affiliations

Medium by which the advertisement was created • TV commercial, newspaper, etc. • The strategies used to create

Elements of Commercial

Video

                                                                                                              

Audio

Cameras ~ A camera can be positioned high or low; a camera

can also be panned (moving left or right) or tilted (moving up or down); the lens can zoom in (closer) or Pull out (farther away)

Lighting ~ This includes shadows, colors, and other lighting characteristics such as “soft” or “harsh” light, contrast, and more

Audio ~ Sound includes who is heard speaking, what music is used, sound effects, volume, ambient sounds, and more.

Editing ` Editing determines what is seen and not seen. Frequency and transition style between cuts are also part of editing.

Setting ~ the place where and the time when the actions occur. Actors ~ In addition to “who” they are, the language of actors

includes their nonverbal expressions, makeup, hairstyle, accents, and style of speech.

Behind the Scenes

TAKE A CLOSER LOOK

Audience Attributes

Boys

                                                                                                              

Girls

Audience Attributes

Boys

Adventurous music Loud booming voices Colors: reds, yellows,

blacks Powerful

Images                                                                                                                                

Girls

Light Airy Music Female Voices Colors: Pastel Soft & Peaceful

What is the purpose of advertising on TV?

On which cable/satellite networks might you find toy commercials?

Who is the audience for toy ads?

What is the toy manufacturer hoping to accomplish by airing these spots?

What do you find appealing in most toy commercials?

Are boys/girls/both featured in most toy commercials?

What are the common "techniques of persuasion”?

Define the word deceptive. Do commercials always tell the truth?

Buy Me That…Some Things to think about.

http://youtu.be/d7VNFO4ksCE

Buy Me That Too!

Shows

                                                                                                              

Channels

Where might we see these commercials?

Tyco Typhoon II

Script For

"Typhoon 2”Video

1)  the glider, masked in fog, is seen emerging 

2) quick cut profile of the toy

3) back of toy seen moving away from the camera (Super) Typhoon II

4) Toy moves quickly across the screen, emerging from rocks

5) Camera shot up high: shoots down while two Typhoons zip by

6) Tight shot on the back of the toyas it moves away from the camera

7) Camera follows the toy

8) hand scene inserting battery(Super): Batteries Sold Separately at the bottom in small print

9) SPLIT-SCREENTop half: (Super) 9.6 V Turbo Bottom half: toy zips by

10) Toy Emerges over rocksand splashes into water

11) Camera shoots up at toy(POV) from underwater

12)  Toy zooms by, again

Audio (loud, powerful, noisy music

heard in background)

Announcer excitedly:

The fastest

9 point 6V turbo

hoovercraft in the

world! Typhoon 2! It's

bigger, hotter....(SFX rounding corners)

Giant turbo props for

maximum power.

Rechargeable 9 point 6V

battery pack.  Incredible

straight line speed!

Flies over land AND water

on a "cushion of air."  

Three bigger more

powerful turbo

motors........

Show lots of stuff you don’t get

5 Toy AD tricks

Listen and watch carefully for what does and doesn’t come with with a toy. Read packages to find out what’s included before you buy.

Pay attention to the toy when it is in the kids hands instead of by itself. Try a toy at a friends house or in the store before you buy it. Then you will know how it really works instead of relying on the Ad.

When watching ads with animation and special effects: Ask yourself what fantasy is this selling? Pay attention to only the parts of the real ad, selling the real toy.

Show Toys bigger than they are Cut the boring parts

Sell a fantasy world

Use kids voices

Is it legal? Yes and No Do the networks and TV stations have any

obligation to air commercials that tell the truth?

Who could you write a letter o in order to complain about a misleading or deceptive toy ad?

How elese are toy marketers using social networks and web technologies to reach both parents and young people?

Who oversees children's

advertising?

PSA

Deconstruction Analysis

Not doing?

News literacy

Language of film

Storyboards Techniques Authenticity Symbolism Point of View Interactive Poster Documentaries Video Clips Copyright

Film making process