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How to Analyze a Television Commercial

How to Analyze a Television Commercial. Business Essentials (Unit 11) Ms. Hawkins Source: Understand Media (Santa Monica College, California State University) http://www.understandmedia.com/media-theory/110-how-to-analyze-a-television-commercial. How to analyze a television commercial.

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How to Analyze a Television Commercial

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  1. How to Analyze a Television Commercial Business Essentials (Unit 11) Ms. Hawkins Source: Understand Media (Santa Monica College, California State University) http://www.understandmedia.com/media-theory/110-how-to-analyze-a-television-commercial

  2. How to analyze a television commercial Some Statistics... • 98.1% of American households have a television, while 99% of people in America can read. • This means that being able to read barely beats out having a television in your home. • Most of us were taught to read when we were very young, but did we ever learn how to watch television?

  3. How to analyze a television commercial What is a Commercial Ad? • It is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product. • It is a selling tool and reflects the business needs of the corporations that pay for it. • Advertisements are also cultural indicators, though often distorted ones. • Public Service Announcements (PSAs) convey messages to promote the public good.

  4. How to analyze a television commercial Why Commercials? • They are the main ways for a television station to make money—the station sells commercial time.

  5. How to analyze a television commercial How Do Commercials Impact Us? • Buy things we don't need • Vote a way we might not normally vote • Desire a lifestyle that we wouldn't necessarily agree with

  6. How to analyze a television commercial Why Analyze Commercials? • So we don’t get snookered and WASTE MONEY!!!.

  7. How to analyze a television commercial Analysis—Seven Things to Consider What is the product or service being sold? • Can you easily figure out what the product is? • Is there a product? • What attributes and qualities of the product or service is the commercial trying to sell? 1

  8. How to analyze a television commercial Analysis—Seven Things to Consider Who is the company sponsoring the product or service being sold? • Can you easily figure out who the sponsoring company is? • Is this a new product or service for this company? 2

  9. How to analyze a television commercial Analysis—Seven Things to Consider Who is this commercial aimed towards(target market)? • Who is the sponsoring company trying to sell to? • Consider demographic characteristics such as age, gender, income, educational level, etc. • What are some examples of target markets? • White women in their 30s (race and age) • Divorced males (family status) • Senior citizens (age) • African-American teenagers (race and age) 3

  10. How to analyze a television commercial Analysis—Seven Things to Consider What is the message of the commercial? • What is the central idea that the creators of the commercial want the target audience to believe? • Examples:“This face cream will make you look younger and feel more attractive” “If you shop at our supermarket you will save a lot of money” 4

  11. How to analyze a television commercial Analysis—Seven Things to Consider How does the commercial try to get your attention? • What methods are the advertisers using to make us interested? • What Persuasive Methods are used (see class handout) 5

  12. How to analyze a television commercial Analysis—Seven Things to Consider How does the commercial try to get your attention? (continued)... • Does it use flashy graphicswith fast music? • Does it alter the waywe see the world, eitherthrough the useof specialeffects or through the storyline? 5

  13. How to analyze a television commercial Analysis—Seven Things to Consider How does the soundtrack play a role in your interpretation of the commercial? • Is the music cheery, dreary, suspenseful, whimsical, fun, or exciting? • Does the music affect our perception of the mood? • Is there a voice-over of someone telling us something? • Would our perception of the voice change if the voice was of a different gender or race? • Does the commercial jingle stick in your head? 6

  14. How to analyze a television commercial Analysis—Seven Things to Consider How do the actors playing the characters affect your interpretation of the commercial? • Would your interpretation change if the characters were of a different race or gender? • What if the characters dressed differently or spoke differently? • How would that change your perception of the character? 7

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