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 it apparent that the gum was the thing that was able to have such an affect on the team. The second commercial we watched was for EXTRA gum and features a guy and girl throughout their lives. They were first in a high school setting, and we can see that the girl likes the guy through the use of a shot reverse shot, setting the mood of the commercial. Throughout the commercial, we see the gum bringing together the two individuals on multiple occasions. For example, when they first met, he gave her a gum which sparked conversation, and when they had their first kiss, it began with him handing her gum. The commercial depicts every major life milestone the two go through, and at every milestone, the gum is depicted. The ending scene shows a drawing of each of their major life experiences using a point of view shot, including their engagement, drawn on the gum wrappers. This shows how the gum is able to bring together people and connect them for a lifetime. This shows that the way gum is usually depicted is as a product that can bring people, groups, and communities together. This is the same idea that we would want to depict in our commercial. Something else we noticed in the gum commercials we researched is that the gum is usually shown at the end of the commercial and is typically accompanied by a voice over explaining the importance of the gum. These are all some great ideas and methods we would want to incorporate into our commercial. After researching, we all agreed that we had a much better idea of what we wanted to do for our commercial and how we wanted to structure it. And with that I hope all those who read this feel as though they've been able to connect with this Highschooler's thought process for going about understanding a gum advertisement.
I'll see you all in the next one:)
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