Research Blog: Commercial Conventions

     Hello! My group and I have all decided to do an Arizona Iced Tea commercial. Prior to doing anything in regards to filming, we must first determine what some common conventions are regarding soft drink commercials. To do so, we can evaluate the following categories:

Camera Angles, Movement, and Shots (CAMS):

When conducting research for commercial ideas, my group and I found that were very minimal examples of Arizona Iced Tea commercials, so we grouped them under the general heading of soft drinks, alongside sodas. When examining the camera angles used, we found that a combination of eye level and high angle shots were applied to make the viewer feel as though they are experiencing the refreshing taste of the drink firsthand, making it more relatable, and to show how even the final drop of the drink is to be savored because it is just that good, respectively. 

As for the camera movements, tilting was used quite a bit to gauge the reactions of those who were observing the subjects who had drank the soda. Panning was used to switch from one location to the next, giving the audience the sense that this particular drink could be enjoyed anywhere and at any time. Zooming out was also used to get the audience to focus on one particular scene or location. 

When it comes to the shots themselves, over-the-shoulder shots were the ones we found to be the most common, being used to allow the audience to see the different relationships established between people over a single drink. Aerial shots are also used, but do not take up very much screentime as the focus of the commercial is the drink itself and not the location that the commercial is filmed in. Furthermore, if and when aerial shots were used, they often come into play after the actors had drunk the advertised beverage and had undergone some form of transformation, typically one that makes them more energized and sparks spontaneous dancing. Close-ups are also very prominent in this form of product advertisement, focusing on both the satisfied expressions of the actors, as well as on the drink itself, often showing some form of cool mist and condensation forming on the can or bottle. Medium close-ups, and medium shots, were also noticeable when the actors were seated or in a car, which was done with the intent of giving the audience an insight into how the subjects feel and what exactly they are doing. 

Sound:

After watching a number of different commercials, one thing we found that they all had in common was their use of a mix of diegetic and nondiegetic sounds. Most commercials used both new and old popular, sometimes electronic, copyrighted songs, which appeals to both a younger audience who is caught up with the latest music trends and will want to be on top of the current drink fads, as well as an older audience who are glad to hear a familiar tune every once in a while and can associate a feeling of nostalgia to the beverage being showcased. In other cases, we saw that some commercials also had ambient background noise that fits the set, occasionally being overlapped with, or fading into the very same songs mentioned above. Finally, we also saw that voiceovers, which were not restricted to a particular gender or sex, often took place over the same music mentioned above. Additionally, most of the voiceover (or at least the most essential parts) is accompanied by text on the screen that repeats the words being said. The music in each of the three instances we had seen started off slow and eventually picked up once the subject drunk the soft drink, showing the shift in mood that is transferred over to the viewer who has had the opportunity to connect to the subjects on screen. As for the dialogue, if included, it was kept short and to a minimum to prevent it from taking away from the visual effects being employed to captivate the viewer. 

Editing:

Various editing techniques were used, but the most common ones were jump cuts, which not only maximized commercial time but cutting out unnecessary parts where the product was not the main focus but also kept the audience engaged through the removal of unnecessary filler, and shot-reverse shots, which were able to show the split-second, individual and intimate connections formed over sharing a beverage, highlighting the universal feeling of unity and satisfaction felt from drinking an ice-cold refreshment. 

Mis-Én-Scene (CLAMPS):

The first element of mis-èn-scene is costume design. Typically in most soft drink commercials, people wear casual, sometimes athletic, light-colored clothing to illustrate the fact that the drinks will be well within the audience's comfort zone and something that they can enjoy on a daily basis, as opposed to something with select availability. 

The second element of mis-èn-scene is lighting and color design. Key lighting was often used to highlight the product itself and its detailed packaging. As for color design, colors that elicit a sense of thirst in the audience, such as red and yellow, are typically found in soft drink commercials, alongside colors associated with complete revitalization, like blue and green.

The third element of mis-èn-scene is acting. As previously mentioned, dialogue is not typically something that subjects will engage in. As for non-verbal forms of acting, smiling is common, as well as partaking in some sort of fun activity, like attending a party, but only after drinking the beverage. Prior to doing so, the subjects will often look bored, tired, hot, thirsty, and disengaged in whatever activity they were originally participating in. 

The fourth element of mis-èn-scene is makeup. In soft drink commercials, the main product is a beverage, meaning that the main areas of focus on a person's body would be their hands and mouth. As for the rest of their face, it is likely that some makeup is applied to hide any blemishes that may otherwise distract some viewers from the product being advertised. 

The fifth element of mis-èn-scene is props. Obviously, the most essential prop to any commercial is the commodity itself, so in beverage commercials, it would be the soft drink being presented. Other props would need to relate to the location of the set as to make sense with the surrounding area. 

The sixth and final element of mis-èn-scene is, of course, the set. The set is not confined to one particular location, switching between two to three per commercial; however, soft drink commercials are commonly filmed in convenience stores and restaurants because a good meal always pairs well with a great drink.

Takeaways:

Overall, the main takeaways from this information are as follows:

• Eye-level and high angled shots are very effective for marketing a soft drink product, with the help of tilting, panning, and zooming out. 
• Aerial shots, over-the-shoulder shots, and close-ups, both the standard and medium kind, are all great ways to either set the location or give the audience an idea of how a subject feels.
• Beverage commercials, in general, either have modern or more outdated, but still respected, music, that is present throughout the entirety of the commercial, occasionally overlapping or fading in from ambient sound. In addition, the use of voiceovers is also common.
• When editing, jump cuts and shot-reverse shots were the two most recurring transitional shots in drink commercials.
• With mis-èn-scene, light colors are used for both design and costumes, to create a feeling of coolness. Moreover, acting is quite limited, being mainly reserved to non-verbal actions due to the lack of dialogue in most commercials. It is essentially used to provide a contrast between how a subject feels before drinking the beverage and how they feel after having taken a sip. 

And as Tom Hanks so succinctly stated, "And that's all I have to say about that" (Forrest Gump 1994).