Learning Targets: I can cite strong and thorough textual evidence to support analysis of what the text says explicitly as well as inferences drawn from the text, including determining where the text leaves matters uncertain.
Essential question: How are production techniques employed to make a product more marketable?
Assignment: Read through the production techniques and watch the 7 commercials that follow. Keeping the production techniques in mind, take notes on those that have been employed in the commercial. For each, write 3-4 well-composed sentences that explain the production techniques you've heard and observed by specifically referencing the commercial.
Assignment: Read through the production techniques and watch the 7 commercials that follow. Keeping the production techniques in mind, take notes on those that have been employed in the commercial. For each, write 3-4 well-composed sentences that explain the production techniques you've heard and observed by specifically referencing the commercial.
This will be due by the end of class on Wednesday, with the exception of those who receive extended time. Thank you.
Some of these commercials are selling ideas!
Note that I have posted the specifics for the final assessment on advertising, where you will create your own commercial. Everyone must create their own advertisement. You may, however, include anyone in your commercial. Start thinking about what you'd like to market and how you wish to sell your product. The details are at the bottom of the blog, but I'll have them up alone on Thursday.
Note that I have posted the specifics for the final assessment on advertising, where you will create your own commercial. Everyone must create their own advertisement. You may, however, include anyone in your commercial. Start thinking about what you'd like to market and how you wish to sell your product. The details are at the bottom of the blog, but I'll have them up alone on Thursday.
We have covered the rhetorical devices of ethos, logos, and pathos, as well as various persuasive techniques. The media effects in an advertisement can convey just as much meaning, though, and it is important for us to understand these production techniques in order to separate style from substance and determine how we are being persuaded. Advertisers use the power of visual elements when selling their product. A message can be delivered through the music, color, or framing of the shots.
1. camera angle: angle at which the camera is positioned during a shot; high-angle shots make a product look small, while low-angle shots make a product appear larger
2. color: used to convey meanings, associations, or feelings; for example, the color white is often associated with purity, while red is associated with warmth and energy
3. copy: printed text in advertisements; copy can include catchy phrases, factual information, or persuasive language intended to have an emotional impact
4. editing: selection and arrangement of camera shots for a TV ad; each shot is selected and arranged to create a persuasive effect
5. framing: position of a product and objects within the “frame” of a screen or an image; arrangement of objects can convey ideas and relationships
6. layout: design and arrangement of the text and visual elements in a print ad; advertisers consider the size of visuals; amount of copy; and placement of the product, logo, and slogan
7. lighting: deliberate use of light and shadow to create mood or suggest certain feelings; for example, ads for greeting cards often use soft lighting and no shadows to match the warmth and happiness that cards bring to recipients
8. slogan: memorable phrase used in a series of ads; viewers remember the slogan and associate it with the product
9. special effects: computer-generated animation, manipulated video images, and fast and slow motion used in TV ads; special effects are often used to capture viewers’ attention or make products look more exciting
10. jingle: short, catchy tune used in TV and radio ads; usually mention the product name or its benefits; effective jingles remain in people’s memories long after the ad is over, and some become part of popular culture.
11. music: popular songs or original compositions created specifically for an ad or a product; advertisers select music that will enhance the image of the product or appeal to the target audience; for example, classical music can convey a sophisticated image
12. sound effects: sounds added to ads during the editing process, such as the sound of crunching potato chips or the bubbling sound of soda being poured; effect is to make viewers thirsty or hungry for the product
13. voice-over: unseen commentator or narrator of a TV ad or radio spot; sometimes, actors with memorable voices deliver the voice-overs for ads.
1. telenet
2. Zazoo
5. X BOX
6. Organics
**************************************************************************************************
We looked at the history of advertisements, where it was noted that that product promotions are a reflection of a society. Something to ponder: how will we as a culture be perceived in the future?
Your turn:
Now the assignment: Advertising Project: due at the
beginning of class on Wednesday, February 14. All work is
due then, whether you present on
Wednesday, Thursday or Friday. This gives you five
class days and a weekend. Plan accordingly.
Everyone is required to create a commercial that will be presented to the class.
DETAILS:
1. You may use anyone you wish in the commercial; this includes classmates, school mates and family or the "man on the street."
2. Your commercial may be live or filmed.
3. You may advertise a product of your choice, or create your own product.
4. The length of your commercial should be approximately 1 minute. (up to 10 seconds over is fine, at which point you will lose 10 points.)
5. The material should be memorized. No script; however, to ad lib is fine.
6. Be creative. This project has great flexibility. You are demonstrating your understanding of how to persuade someone to buy a product or a concept. Avoid vulgarity.
On Wednesday, February 14 everyone is to turn in the following written material.
You may send this material along early, if so wish.
I suggest that if you are filming to upload your commercial or put it on a thumb drive. Under no circumstances depend upon your mail.
What exactly are you turning in on Wednesday, February 14?
1. A script. (This should include written descriptions of character, setting, dialogue and all production details. Do not be overly concerned with formatting.
2. An analysis paragraph of a minimum of 200 words that explains what and how you used two persuasive techniques and details of your target demographic Make specific references to your commercial as textual evidence.
3. Reflection: An analysis paragraph of at least 200 words that addresses the process (production techniques) and obstacles you might have encountered and what worked well. How might you have changed the experience?
How shall the assignment be graded?
Two written grades:
1) Numerals 1 through 3 are worth 33 % each for a total of 100 points. (yes, I know that's not exactly accurate)
Material turned in after Wednesday, February 14 is worth 50 points.
2) Commercial: 75/ 85 / 95 grading.
1. on time
2. adheres to 60 second rule
3. incorporates the two persuasive techniques
4. demonstrates the use of three production techniques
5. if live, is memorized and performed to speech performance standards.
Again, what are you turning in again on Wednesday, February 14?
1.Script: character, setting, dialogue and all production details (check the list from the blog. written out. (correct language conventions apply)
2 Persuasive Technique Paragraph: A well-written and supported paragraph explaining what two persuasive techniques you used and how they manifest themselves specifically in your commercial. (correct language conventions apply)
3.Reflection paragraph: how close did you come to achieving your goal? What obstacles did you encounter?
No comments:
Post a Comment