Technical Perspective: Techniques and The Shot

Techniques

     There are various commonly used advertising techniques used in commercials that try to help sell a product. A few of these may include:

Avante Garde: The suggestion that using this product puts the user ahead of the time

Facts and Figures: Statistics and objective factual information is used to prove the superiority of the product

Testimonial: A famous personality is used to endorse the product

Bandwagon: Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular.

Simple Solutions: Avoid complexities, and attack many problems to one solutions.

Wit and Humor: Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.

Magic ingredients: The suggestion that some almost miraculous discovery makes the product exceptionally effective

(Advertising Techniques: http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm)

The Shot: Applying Techniques to the Visual

     It is fairly easy state to watch a commercial passively and completely ignore the technique of advertising used in them. However, what you don't realize is even though you may not be paying enough attention to identify these techniques, they still work wonders in subconsciously selling you to a certain product. In fact most car commercials utilize these technique efficiently so that you don't realize you are being "sold" on their product. Car commercials are usually drawn to the middle-class male searching for an escape of reality and that "American Dream" of success. Most car commercials rely on the visual to do so.

     Using the camera to the advertisers advantage they are able to create a shot where the car looks independent, sufficient, powerful, and durable. Most camera shots in car commercials are taken from below to make the car look superior, having the audience look up towards it. This technique suggests a male dominance and tends to lean towards male characteristics. Hence, car commercials find their best audience during sports events, such as the superbowl, appealing to the mass male majority. They use the technique, "Avante Garde", suggesting that this is the new technology you need, with the shot from bellow. 

   

     Although, not all car commercials appeal to the male dominance. Car commercials which rely on the family appeal, such as Mini Vans, tend to play up the American Dream and family values. In this case the shot would be taken from the inside of the car, showing the space and accessibility for a family and all their belongings. The car would be portrayed as "A simple solution" to your family worries. Or in another case the technique of "Wit and Humor" may be used to draw in viewers attention, while relating the humor to the American culture. For example a family car may use the visual of a child doing something funny to produce family values in the advertisement. Thus suggesting this is the car for you.

     The shot is what determines the minds of the viewers. Where to look and how to feel. That is where the techniques play into the visual.