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Advertising Conventions

Exploring the media and their use of advertisements
by

Lauren M

on 2 August 2013

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Transcript of Advertising Conventions

Advertisements
Exploring Media
What is one of the most memorable commercials
you have seen? What do you remember most?
Conventions
Commercials
We remember certain commercials because of their
conventions:
Conventions refer to the familiar and predictable forms and techniques used by the media to communicate certain ideas or convey a desired impression. They become conventions through repeated use in which the audience becomes familiar with them and expects them
There are three main forms of conventions at work within any media outlet:
technical (camera angles, sound, lighting, juxtaposition)
symbolic (objects, setting, body language, clothing, characters)
written (headlines, captions, speech bubbles, etc.).
These convention forms work together to create a desired impression and/or sell a given product/service and the way they are treated are genre specific
What conventions made your commercial memorable?
Audio only:
Sports Drinks
While watching make note of the:
Technical conventions
Symbolic conventions
Written conventions.
What was the same within each commercial selling similar products
How did they differ between products?
That's a Wrap...
With all of the advertisement's around us in the era of social media, it's hard not to get "sucked in" by their influence.

Because of the media and advertisements, we are able
to recognize brand labels with ease and we often know
the slogans associated with these brands.

After analyzing the commercials, we have discovered
that there are three main conventions influencing
commercials:
1. Technical conventions
2. Symbolic conventions
3. Written conventions
These all act together to make commercials memorable and appealing.

When you go home tonight, choose one commercial and record the conventions you see.
Laundry/Cleaning Products
While watching make note of the:
Technical conventions
Symbolic conventions
Written conventions
What was the same within each commercial selling similar products
How did they differ between products?
Analyzing Ad's
What you see, hear, or read has been selected/edited by a group of experts. There is nothing neutral about an advertisement as each aspect is carefully crafted.

As we have found by viewing the ads, everything from the songs played, to the actors chosen, to the lighting, etc. works to create an impression on the audience
Audio / Visual
Visual only:
BOTH:
What do you think is going on...?
What do you think is happening?
How did the commercial's message
change when the audio or visuals
were included/excluded? What was
the impact when you were able to see
and hear the commercial together??
Now we are going to watch various commercials to see
how each highlights the conventions we discussed earlier, despite the fact that they are all different companies.

Take note of the technical, symbolic and written conventions.

What was the same within each commercial selling similar products, how did they differ between products?
Full transcript