Intro to... Ad Research!
As a group, Lux, Yaz and I chose to advertise EXTRA gum. However, before beginning the filming, or even the brainstorming process, we had to figure out what gum commercials typically entail. To do this, we decided to watch some gum commercials to get an idea of what we want to do for our commercial. Interestingly, we found that each commercial portrayed a theme of community. The first commercial we watched featured a team of baseball players siting in the locker room after a long, tiring game. They were all feeling defeated as they had lost, but one player took out a pack of gum. The gum was passed around, and the players' moods began to change. This gum was able to bring the team back together after a defeating loss, strengthening their bond. This theme of community was most obviously shown through the editing techniques used. The directors used a cutaway shot to cut away from the main scene of the teams defeat to the pack of gum. Showcasing the product and making i...