, Research Paper
??????????? Television commercials have the
advantage of being broadcast to millions of viewers, and can use camera and
lighting techniques as well as sound and picture to appeal to the viewer,
unlike radio and newspaper advertisements.??????????? In view
of the many TV commercials which appear on our screens a memorable commercial
needs to have a script and graphics that keep the viewers? interest and
attention. It should also include information and details about the company or
the product it is promoting. The first few seconds of a commercial are the most
important part since the first few frames will determine whether the viewer
will continue to be absorbed.??????????? For a
commercial to be successful it does not have to have a long duration. Some of
the most successful campaigns have been built on ten second commercials which
have left a lasting impression.? Since
the objective of advertising is to sell more product or provide information,
considerable attention should be given to the opening sequences. ??????????? Famous
people are frequently used to give the product or company prestige, and to
appeal to the public, for example the Spice Girls were u
Polaroid cameras, and as they are many children?s? idols, the popularity of the
cameras increased, and so did sales of the camera.??????????? Many companies use TV commercials to
advertise a special offer, to target to many people at once how good it is.??????????? Different camera and lighting
techniques can be used to create different images and portray different things.
For example if a building is required to look bigger than it actually is in
reality, a tilt up camera shot could be used and special techniques of lighting
could also face up to the building. ??????????? Jingles or songs are used so the
viewer can identify with them in every day life, and remember the television
commercial they saw it in, which could possibly result in the viewer buying the
product or visiting the shop.??????????? The only disadvantage of television
commercials is that they often cost a great deal of money, and usually only
large companies use them. Also, it would be a bit pointless to advertise a shop
in Scotland to viewers in South West England, so usually only chains of stores
advertise. Despite this, television commercials are often the most widely used
and best way of advertising chain shops.