Test today on persuasive techniques used in advertising.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 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. Choose two of the following commericials and analyze using the following criteria. See choices at the end of the blog. I have a class handout, but if you are absent, please just do this on a word document and send it along. Due at the end of class.
What is featured prominently?
What immediately draws my eye?
How are lighting and/or camera angles used to enhance the product?
What, if any, special effects are 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.
Analyzing Production Techniques in Advertising
You will have a test Friday 16 December on these 13 terms.
1. 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
2. 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
3. copy: printed text in advertisements; copy can include catchy phrases, factual information, or persuasive language intended to have an emotional impact
4. editing: selection and arrangement of camera shots for a TV ad; each shot is selected and arranged to create a persuasive effect
5. framing: position of a product and objects within the “frame” of a screen or an image; arrangement of objects can convey ideas and relationships
6. 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
7. 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
8. slogan: memorable phrase used in a series of ads; viewers remember the slogan and associate it with the product
9. 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
10. 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.
11. 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
12. 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
13. voice-over: unseen commentator or narrator of a TV ad or radio spot; sometimes, actors with memorable voices deliver the voice-overs for ads
1. 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
2. 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
3. copy: printed text in advertisements; copy can include catchy phrases, factual information, or persuasive language intended to have an emotional impact
4. editing: selection and arrangement of camera shots for a TV ad; each shot is selected and arranged to create a persuasive effect
5. framing: position of a product and objects within the “frame” of a screen or an image; arrangement of objects can convey ideas and relationships
6. 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
7. 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
8. slogan: memorable phrase used in a series of ads; viewers remember the slogan and associate it with the product
9. 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
10. 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.
11. 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
12. 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
13. voice-over: unseen commentator or narrator of a TV ad or radio spot; sometimes, actors with memorable voices deliver the voice-overs for ads
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