Television Commercials: Codes and Conventions

From : http://www.saskschools.ca/~ischool/media20/unit_4/tvcodes.htm


A.  Categories:
The basic categories of TV commercials are:

1. Mini-dramas:  In TV, this kind of commercial is a full-range 30-60 second drama that presents characters, conflict, and resolution at breakneck speed.  When done for national agencies, these commercials are at the very top of production lavishness and can be incredibly expensive.  The "ring around the collar" commercial is a good example of the compression of all the elements of drama into a short space.  The wife's peace is shattered by the embarrassment of being discovered with a husband suffering from "those dirty rings".  This develops characterization and conflict.  The wife is undecided.  She needs to find the right detergent.   At this point, the proper detergent is introduced.  The rings disappear in the resolution, and the husband and wife continue their trouble-free life.
2. Spokesperson Presentation:  This type of commercial often involves a celebrity using his or her actual identity, or it can be an implied identity, using someone who is recognizable as a character, but not necessarily himself.  The spokesperson needs to have an authoritative presence, and an honest, convincing delivery.
3. Pitch Presentation:  This type of commercial resembles the old days of television when the "pitchman" would deliver a message about a product.  The difference between a pitchman and a spokesperson is that the former is neither a celebrity or a known character.  The product is of prime importance and the pitchman simply supplies the information.
4. Voice-Over:  Many commercials use a voice-over.  The performer who reads the copy is not seen in a voice-over commercial.  Rather, the performer's voice is heard as a major component of the sound track.

B.  Length:
Originally commercials  were 60 seconds in length.   However, sponsors were using the commercials to tie-in products.  This means that they were actually advertising two or more products under the guise of one advert.  To eliminate this, ads were shortened. Most modern commercials are 30 seconds in length, but more recently the 15-second ad was developed.  When creating a commercial, the time element has to be exact.
The 15 has a format of its own.  The approach is minimalist:  uncluttered sets, few people, and a static camera technique.  The internal pacing of the 15 is slowed down from the 30.
C.  Compression of Story Line
D.  Brand/Product Identification:
The brand/product must be visible in the commercial.  Generally speaking the product is identified very early in the ad or at the very end of the ad as a surprise tactic.
D.  Techno-Effects:
camera angles, camera shots, music, audio, visual, voice-over, special effects
E.  Commercials as an Art Form:

So much creative process goes into the making, directing, and shooting of commercials that many people consider commercials as an art form.  Awards have been given to commercials for the following categories:

art direction music acting

story set design animation

costumes technical

choreography special effects

The above categories emphasize the many codes and conventions of advertisements, as well as, the decisions to be made about advertising constructions.
Once upon a time, television viewers zapped through commercials, but now, a whole new brand of television viewer exists.  Many people actually watch commercials for entertainment value. Whether it be the choreography, the special effects, the story line, or the humor, some viewers have become quite enchanted with commercials.    Some commercials have become so popular that certain lines have become a part of everyday vocabulary.  Some examples would include:  Wendy's, "Where's the beef", or Budweiser's "Wazzzup!".