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Analysis of TV commercials

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by

Cedric Bartelt

on 11 May 2015

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Transcript of Analysis of TV commercials

cheap
only one filming set
low effort
music related to
brand background
conversation lower,
music louder
storytelling
Analysis of

Commercials

By: Cedric, Sarah, Nicolai, Max, Clarissa & Vito
contents

1. summary
2. storyboard
3. analysis
4. comparison
5. conclusion

storyboard

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...
...
...
...
summary
storyboard

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...
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...
analysis

emotion:
humorous
friendly charm
typical life scene

characters:
old man and woman

product personality:
humorous & friendly
nice looking car
every person car
summary

man talks about car like he is the car

explains every feature he has

some sequences show car

some show the talking man

features of car are shown in detail

moving car compared to running man

in the end focus on car in motion
comparison
conclusion
Thank you very much for your attention
old couple tries to have sex

using the blue pill

pill falls outside the window

drops over the roof

pill falls into tank

Fiat begins to grow
not clearly defined

possible target group:

20-40 years
single or married
average income
with children
humorous, sporty, open minded
spaciousness

comfortableness

dynamic & elegant

eco-friendly
background music - old italian

use of sound effects:
fall of the pill
drop over roof
landing in tank

the "Uh"
using warm colors

typical italian furnishment

contrast - traditional & modern

interaction between new and old
cult design merges with off-road look

unique comfort

modern technologies

ideal for leisure and jaunts through nature

no loss of elegance
traditional techniques
target gr up
benefits
verbal elements
tonality
reason why
analysis

emotion:
sophisticated
proud
strength

characters:
car
man

product personality:
innovative & special
expensive looking
for selected group of people (upper class)
traditional techniques
possible target group:

modern and innovative
between 35-60 years
high income
certain standard of living/ lifestyle
open minded, sporty, settled, posh
target gr up
fast car

environmentally friendly

modern

special

innovative

one step ahead
benefits
reason why
using cold colors (clean)

industrial area
car looks even more special/luxurious

very modern & ahead

car is presented like human being
tonality
background music quiet

man talking

use of sound effects:

whirr when silhouette of car is shown

jingling when light reflection can be seen

motor noise

footsteps to underline action of running

acceleration of car = power of motor
verbal elements
modernity

environmentally friendly

you gain reputation

special/futuristic look

luxurious

certain (high) standard

analysis

...
traditional techniques
not clearly defined

possible target group:
wide ranged age groups
low income, but high expectations
determined customers
creative people
target gr up
low price

high quality

look should keep up with the time

solid technical features
benefits
reason why
using cold colors

few details in the background

focus on the story

funny music

typically romanian

hectic and turbulent
tonality
many insults

slang combined conversation
verbal elements
cheaper as regular new cars

offers solid technical features

small loss of value

look keeps up with the time

eco-friendly

summary
high level of postproduction
medium production effort
balanced budget
medium level of
production costs
expensive postproduction
circumscribed
not clearly defined
couple wants to buy a car

woman spits to express her outrage

seller enumerates all facts

throws the little money given to him

husband starts paying with additional currencies

gets the key for their new car
emotion:
funny, but reliable
sarcasm
old-fashioned appearance,
old-fashioned characters
(e.g. clothes)

characters:
old couple
seller

product personality:
"best car on the market"
high quality
hotly desired
no special effects
fast post production
one filming set
no special age
low budget
high quality
expectations

high-flown
factual/serious
no storytelling
high level of postproduction
various filming sets
expenisve
high budget
various filming sets
high demand
mid age
high income
humorous
clear storytelling
colour design


conditions
suggestion
We make a spot...

with humor & elegant aspects
with a low expenditure
with story stelling
that reaches our target group

medium



comparable to Fiat and BMW



cover a wide target group
by TV and WWW
humorous and elegant spot
emphasize benefits and reason why
Full transcript