Research blog: Commercial Conventions

I am planning on making my commercial about prescribed medication. Almost all of these commercials follow the same attributes and structure:
  • The beginning of the advert involves a darker tone while the symptoms are explained
  • The offering of a solution, the product, which fixes this initial problem
  • Explanation of the "mind blowing" technology that the product uses to fix the problem
  • A listing of all the potential side affects of using this drug (required by law) while attempting to continue the cheerful tone of the latter half of the advert
  • A final tagline that could be a catchphrase, pun, or even simply stating that one should ask their doctor if they should be prescribed.
While these are some rough guidelines, there are other important things that occur during these 5 segments.
  • Incorporate facts and data to prove the effectiveness of the product on someone's physical or mental health. These are put either during the beginning portion to put fear into the viewers, the middle to reassure the viewers and push the product, or both for maximum emotional and logical appeal.
  • Use actors that are in the demographic most susceptible to the health problem that the product is attempting to fix. This will create a sense of relatability to viewers in a similar situation and a similar demographic. 
  • Most of the visual scenes in the advert will involve the actors doing normal everyday activities to maintain a positive emotional appeal to the viewers. As this is supposed to be the section where the characters are happy for the product that has fixed their initial problem, and the listing of side effects needs to be drowned out by the visuals.
  • Visual graphics are usually implemented in the beginning portion. These accompany the facts and data for something to look at and help viewers understand and visualize what the product is doing to them when they take it.
I have not decided on what product do make a commercial about, but I know what the type of product it will be.



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