Wednesday, November 17

Today will be our last day covering new advertising material...you will begin working on your own commercials tomorrow! Before you start on your project (which we will discuss today in class), I wanted to give you some information on the different production techniques used in creating an advertisement. We have covered the rhetorical devices of ethos, logos, and pathos, as well as various persuasive techniques. The media effects in an advertisement can convey just as much meaning, though, and it is important for us to understand these production techniques in order to separate style from substance and determine how we are being persuaded. Advertisers use the power of visual elements when selling their product. A message can be delivered through the music, color, or framing of the shots. As you watch this last set of commercials, ask yourself...

What is featured prominently?

What immediately draws my eye?

Are lighting and/or camera angles used to enhance the product?

Are special effects used to grab the viewer's attention or to make the product look exciting?

How is color used? Does it cause any emotion within you? Does it connect to the product in any way? (i.e. red = warmth, energy)

What does the slogan say?

Listening is just as important as the noting the visuals. Close your eyes during a commercial. If it is an effective commercial, the sound effects and music alone will convey the message and the image the advertiser is trying to relay. Ask yourself...

What mood does the music create? How does it affect me?

What sound effects are used? Do they make the commercial more appealing, realistic, or exciting?

For your own commercial creations, you will have to include music and/or sound effects, as well as a description of how the commercial would look if aired on TV. Thus, I wanted us to analyze a few more advertisements for their production techniques. I have posted a few new commercials below, but you are welcome to use whichever commercials you did not analyze from yesterday. Because today is a short day and we will be going over the commercial project, choose two commercials to analyze.

Happy Wednesday :)

Ms. Kazer

Analyzing Production Techniques in Advertising

camera angle: angle at which the camera is positioned during a shot; high-angle shots make a product look small, while low-angle shots make a product appear larger

color: used to convey meanings, associations, or feelings; for example, the color white is often associated with purity, while red is associated with warmth and energy

copy: printed text in advertisements; copy can include catchy phrases, factual information, or persuasive language intended to have an emotional impact

editing: selection and arrangement of camera shots for a TV ad; each shot is selected and arranged to create a persuasive effect

framing: position of a product and objects within the “frame” of a screen or an image; arrangement of objects can convey ideas and relationships

layout: design and arrangement of the text and visual elements in a print ad; advertisers consider the size of visuals; amount of copy; and placement of the product, logo, and slogan

lighting: deliberate use of light and shadow to create mood or suggest certain feelings; for example, ads for greeting cards often use soft lighting and no shadows to match the warmth and happiness that cards bring to recipients

slogan: memorable phrase used in a series of ads; viewers remember the slogan and associate it with the product

special effects: computer-generated animation, manipulated video images, and fast and slow motion used in TV ads; special effects are often used to capture viewers’ attention or make products look more exciting

jingle: short, catchy tune used in TV and radio ads; usually mention the product name or its benefits; effective jingles remain in people’s memories long after the ad is over, and some become part of popular culture.

music: popular songs or original compositions created specifically for an ad or a product; advertisers select music that will enhance the image of the product or appeal to the target audience; for example, classical music can convey a sophisticated image

sound effects: sounds added to ads during the editing process, such as the sound of crunching potato chips or the bubbling sound of soda being poured; effect is to make viewers thirsty or hungry for the product

voice-over: unseen commentator or narrator of a TV ad or radio spot; sometimes, actors with memorable voices deliver the voice-overs for ads

Nivea: http://www.youtube.com/watch?v=XcRPmhA_bRM

Nissan Polar Bear: http://www.youtube.com/watch?v=BNeEVkhTutY&feature=related

Dove Real Beauty: http://www.youtube.com/watch?v=Ei6JvK0W60I

Gillette: http://www.youtube.com/watch?v=LfARjG6wARY&feature=related

OR choose from yesterday's commercials:

AT&T: http://www.youtube.com/watch?v=QddkHo1X5qY

Snickers: http://www.youtube.com/watch?v=6rauK4fBjkI

Venus: http://www.youtube.com/watch?v=EpOo26i7fgc

Old Spice: http://www.youtube.com/watch?v=owGykVbfgUE

Bounty: http://www.youtube.com/watch?v=Rajbw2f2Rqg&feature=related

Publix: http://www.youtube.com/watch?v=UgymlJ4mbgg

Advertising Project:

In groups of two, you will design your own commercial to perform live in front of the class on Monday, November 22 and Tuesday, November 23. You may advertise a product of your choice, or create your own product. If you create your own product, you must explain what that product is, what it does, who uses it, etc. in your final script.

After you have decided on a product, consider who your target audience will be and keep this in mind as you begin to write your commercial. The commercials must be one minute long and memorized. They must include at least two of the persuasive techniques we analyzed on Monday and Tuesday. Refer to the blog for a list of these techniques. Your commercial must also include music and/or sound effects, using the knowledge you gained of media production techniques. On Monday and Tuesday of next week, you will perform these commercials for the class. Aside from your performance you must hand in a script of your commercial, including…

-The dialogue, including stage directions (i.e. boy walks in with Snickers in his hand)

-Your target audience

-The two persuasive techniques you chose to use and how they were used, as well as the rhetorical techniques used (ethos, logos, pathos)

-The music that is included and when it is cued

-The lighting, framing, color, etc. that would occur if this really appeared on television

-A description of your product if you have created your own

You will be graded on:

-Use of persuasive techniques

-Use of media effects (music and/or sound effects)

-A script that includes your target audience, the techniques you have chosen, and your dialogue

-Memorization of your commercial