(disclaimer: do not watch if you are a cat-lover)
Since we are talking about film and writing advertisements for TV this week, I thought I would analyze a TV commercial using terms from our reading online, The "Grammar" of television and film." I found two very humorous ads on youtube for the Ford Sportka called "the Ka's evil twin." Both commercials contain a narrative about the car vs. nature, and have the Ford Sportka coming out as the evil victor in the end. The tone is spontaneous, quiet, and gives you the feeling that this sort of thing is typical, or at least happens more than you would know. Two things that help give the commercial that tone is the Objective Treatment of the shoot and the Direct sound usage. Objective treatment is when the scene is shot while keeping the camera still, giving the viewer an advantageous position to watch what is going on. Because of this, when you watch the commercial it feel almost as if you are spying on someone or thing (the car). Direct sound is when the scene uses the natural sounds of the shoot. This commercial has no music track or voice-overs, only birds chirping and the sounds of the car. This gives the feeling of spontaneity, as if it were happening in real time. The clip contains no cuts (Long take) which ads to the real-time, everyday tone. Two other things I observed about this commercial was that they used a long shot for the camera distance, which means you can see the entire car in the frame. This results in an increase of attention to the car. Also, the superimposed text at the very end of the commercial was the only time in which the ad mentioned the name of the product in which it was advertising. I found this to be a very economic way to use their time.
No comments:
Post a Comment