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Analyzing Television Commercials
Questions from the Readings assigned from the PDF-book text (AF&CC: Ch 9, “Analyzing Television Commercials”) Questions to Respond to, in a half-to-full page writeup in TOTAL (i.e., NOT a half-to-full page writeup for each), answering your choice of TWO below:
Name three of the elements that should be considered in the analysis of what the author calls a "complex television commercial"
Why the Macintosh commercial of 1984 is considered so important in the history of advertising?
What is intertextuality and why it is important for advertising?
What is the main interpretation the author gave to the Macintosh ad of 1984?
What are the mythical components included in the ad, according to the author?
What is the quote “Good campaigns end up being relatively inexpensive” refers to?
Analyzing Television Commercials
In the realm of advertising, television commercials play a crucial role in conveying messages to the audience. Understanding the complexities of these commercials requires delving into various elements that contribute to their effectiveness and impact. In the analysis of what the author refers to as "complex television commercials," several key components come into play.
Elements in Analyzing Complex Television Commercials:
1. Visual Composition: The arrangement of visuals, including camera angles, colors, lighting, and special effects, greatly influences how the commercial is perceived by viewers. A visually appealing composition can captivate the audience's attention and enhance the message's delivery.
2. Narrative Structure: The storyline or sequence of events within a commercial shapes its coherence and impact. A well-crafted narrative can evoke emotions, create suspense, and leave a lasting impression on the audience, leading to effective communication of the brand's message.
3. Intertextuality: Intertextuality refers to the incorporation of references or elements from other texts, such as literature, film, or popular culture, into the commercial. This technique adds layers of meaning, triggers associations, and engages viewers on a deeper level by tapping into their existing knowledge and experiences.
Significance of the Macintosh Commercial of 1984:
The Macintosh commercial of 1984 holds a significant place in the history of advertising due to its groundbreaking nature. Directed by Ridley Scott, this commercial aired during the Super Bowl and introduced the Apple Macintosh computer to the world in a dramatic and revolutionary manner. Its cinematic quality, dystopian theme inspired by George Orwell's "1984," and bold statement against conformity and Big Brother symbolism set a new standard for advertising creativity and impact.
Importance of Intertextuality in Advertising:
Intertextuality plays a crucial role in advertising by establishing connections with existing cultural references and narratives. By incorporating familiar elements from literature, art, or media, advertisers can create resonance with the audience, evoke emotions, and stimulate thought. Intertextuality adds depth and richness to commercials, making them more memorable and engaging for viewers.
By analyzing complex television commercials through the lens of visual composition, narrative structure, and intertextuality, we gain insights into their effectiveness in conveying messages and resonating with audiences. The Macintosh commercial of 1984 exemplifies how these elements can come together to create an iconic ad that leaves a lasting imprint on advertising history.