TV COMMERCIAL
No need to tackle all the points listed below!
Have you seen this commercial before? yes / no?
Do you know the product/service advertised in this commercial? yes/no?
A product / A service / A campaign?
Brand / company / trademark: _______________________________________________
Nationality: ____________________
Type of product (a beverage, a car, etc.) ____________________
The product is not shown / shown in the background / in the foreground / in the centre
We can see the product at the beginning / at the end / all the time / at times only / never / once / twice / ________ times.
The logo / logotype of the brand is visible / noticeable / conspicuous / never shown.
Slogan / catch phrase: _______________________________________________________________
The slogan is easily understandable: yes / no?
Key-word(s) _______________ _______________ _______________ _______________
Target audience: men, women children, teen-agers, adults = grown-ups, middle-aged people, elderly people, smokers, sport-lovers, well-off people, working people, the housewife, a professional group , anybody, ____________
Potential customer _____________________
sex: male / female?
age group: <7 7-14 15-19 20-25 26-35 36-55 >55
marital status: single / married / divorced / indifferent
income group: upper class / middle class / working class / unemployed / any social class
culture: refined / uncultivated / snobbish / modern / trendy / traditional / ____________
geographical situation living in a capital / in a large town / in a small town / in the country / anywhere
Length of the commercial: ________________ seconds
Total number of shots in the sequence: ____________
Length of most shots: short / long / mixed?
Rhythm of sequence: slow / fast?
Opening shot (+ its function): __________________________________________________________
Closing shot (+ its function): __________________________________________________________
Last frame / last image: __________________________________________________________
1 / 4
Fade to black at the end yes / no?
The commercial tells a story yes / no?
A brief summary of the action / events:
_________________________________________________________________________________
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Genre: comedy, thriller, romance, adventure, horror, science-fiction, _________________
VISION - What we can see
In colour / in black and white?
Prevailing colour(s): cold / warm / dark / bright / mixed ____________________
Characters appearing in the commercial
number
gender (male / female?)
age group
clothing
gestures / depicted action
their mood(s)
celebrities / VIPs / professionals / the-man-in-the-street / an actor / an actress /a singer / a housewife / __________
Analyse the representation of behaviour or attitude
_________________________________________________________________________________
Animals: _______________ Objects / Props: ________________ _______________
Computer graphics / computer animation / computer animated pictures / special effects
Setting / background location(s) _____________________________________________________
The background is useful / necessary / superfluous / distinct / blurred / _________________
Time frame : ______________________________________________________________________
The situation is exceptional / unusual / imaginary / realistic / classical / ordinary / banal /anecdotic / mysterious / exotic / common / ___________________
Text / Supers (words printed in large letters on the screen) ____________________________________
one size / different sizes / one type / different types
Subtitles ______________________________________________________________________
One example of long shot / wide shot ______________________________________________
(It shows the whole scene)
One example of medium shot _______________________________________________
2 / 4
One example of close-up shot _______________________________________________
(It shows a small part of the subject or scene)
Camera movement / camera point of view
One example of slow-motion _______________________________________________
One example of a pan (horizontal plane) _______________________________________________
One example of a tilt (vertical plane) _______________________________________________
One example of a still shot (no movement) _______________________________________________
One example of eye-level angle / low angle / high angle ____________________________________
Effect? ___________________________________
One example of subjective camera _______________________________________________
SOUND & SPEECH - What we can hear
Background music Yes / No Type of music __________________________________________
Noises / sounds : _______________ _______________ _______________
Voice-over (we can't see the person speaking) yes / no?
A commentary / a dialogue / a monologue / an argument / a conversation / a chat / an interview / ________
Language register and Vocabulary
slang / colloquial / informal / simple / everyday English / standard / formal / snobbish / far-fetched / poetic / technical / scientific / emotional / modern / outdated / _____________ / ________________
Recurring adjectives / imperatives / exclamations / puns = play on words / rhetorical questions / metaphors / comparatives / neologisms / repetitions / superlatives / alliterations / enumerations / onomatopoeias / aphorisms / _______________________________________________________________________
Link between what is verbal and what is visual yes / no?
Verbal > Visual Visual > Verbal Any redundancies? yes/no ?
ANALYSIS - What we can say
The concept of this commercial is classical / original / __________
The general atmosphere is sad / romantic / funny / crazy / serious / ironical / mysterious / unusual / relaxed / tense / ordinary / other _______________
Emotions or feelings induced by the commercial _____________________________________________
Arguments used by the advertiser
3/ 4
This commercial appeals to our feelings / our emotions / our intellect / our senses / our sense of humour / our paternal or maternal instincts / our desire to be in good health / our wish to be beautiful and desirable / our love for nature or animals / our desire for exoticism / _____________________________________
This commercial is based on Humour / Eroticism / Aestheticism / Intelligence / Power / Reasoning / Time / Escapism / Dream / Protection / Nature / Aggressiveness / References to history / Social references / Cultural references / _______________
It uses the stereotype/ the stereotyped image of / the gender - racial - social stereotype of _________________________________________________________________________________
Objectification of women yes / no? Excessive use of children ? yes / no?
The product/service can satisfy the following emotional needs:
the need for acceptance/belonging to a group
the need for money or comfort
the need for security
the need for change, variety and excitement
the need to be attractive
the need for self-acceptance
other ___________________________
The motivation(s) aroused or exploited is/are:
prestige / technique / freedom / beauty / pleasure / violence / up-to-dateness / creativity / snobbery / health / modernism / science / ambition / youth / safety / guilt / tradition / wealth / sex / fear / tenderness / eroticism / comfort / sophistication / authenticity /love / energy / security / attraction / well-being / escapism / power / ____________
We can associate this product/service with luxury / fame / beauty / family / fitness / happiness / well-being / other _________________
If he/she doesn't use this product, the consumer is afraid of being unattractive / being rejected / being ridiculed / being unsafe or in danger / ____________________
What I like in this commercial is ________________________________________________________
I enjoy watching this commercial because _________________________________________________
What I don't like in this commercial is ____________________________________________________
I don't like this commercial because _____________________________________________________
What I would change is _______________________________________________________________
In my opinion, this commercial is
good / attractive / effective / successful / boring / banal / uninteresting / _________
The purpose of the ad is
to inform / to persuade / to convince / to promote / to entertain / to amuse / to influence people's attitudes and behaviour / to convey values / to pass on a message / to shock / to surprise / to boost sales / to criticise the competition / to _________________ / to ____________________
The TV viewer is made to identify with the actors / remains a neutral observer / feels involved _______________________________________________________________
Are you convinced ? Do you feel like buying this product? 4 / 4