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In class: quiz on persuasive techniques in advertising for anyone who did not take it yesterday.
Production Techniques in advertising
Learning Targets: I can cite strong and thorough textual evidence to support analysis of what the text
says explicitly as well as inferences drawn from the text, including determining where the text leaves matters uncertain.
I can analyze and evaluate the effectiveness of the structure an author uses in his or her exposition or argument, including whether the structure makes points clear, convincing and engaging.
Familiarize yourself with the following production techniques for a quiz on Tuesday. Same matching format as previously. Note that this material will be applicable in our photojournalism unit, as well. (suggestion: flash cards)
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.
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
In class Thursday after quiz / due by the end of class on Friday. Below are 8 commercials, some of which advertise ideas. This time the focus is on production techniques. Read through and refer back to the production techniques listed above, so that they become familiar to you.
For each of the following commercials, write a paragraph of a minimum of 50 words that shows how at least three of the techniques are employed. Use must use specific evidence from the commercial for support. Note that you will need ear buds and should probably watch each of these a couple of times, pausing as needed.
1. Evian
http://www.youtube.com/watch?v=pfxB5ut-KTs
2. zazoo
http://www.youtube.com/watch?v=2hfB3_yALtE
3.men looking at women India
http://www.upworthy.com/this-ad-from-india-shows-men-exactly-how-creepy-they-are-when-they-stare-at-women-on-the-street?c=ufb1
http://www.upworthy.com/this-ad-from-india-shows-men-exactly-how-creepy-they-are-when-they-stare-at-women-on-the-street?c=ufb1
4. vaccines
5. . New York tourism
https://www.youtube.com/watch?v=6G_EDtd1yuM
7. Doritos
7. Doritos
https://www.youtube.com/watch?v=VPlxNhEc2lA
8..chapstick student made commercial
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