5. Commercial:
- Disconnect the viewer from the objective
time.
- Slow our subjective sense of time.
- Intensifies our involvement.
6. Commercial (continued)
◦ - Event intensity
- Relative Energy.
- Event density
- Quantity of experiences.
- Experience Intensity
- Depends on relevance.
7. Movement - Characters
◦ Camera - Slow and intense
Panning interaction with the
Tracking surroundings and each
other.
- Shots
- Focused on Moving pieces
- Objects
- Everything had intensely focused movement.
- Slower movement than usual.
10. The direction of the light source is used to
portray the actions are being committed are
to influence the outside area.
Not much background light is used in most
shots to provide shadows.
Blue filter on light source is used to provide
the darkened atmosphere and soft grey
shadows with a strong silhouette.
11. The commercial doesn’t provide many different
options for the eye to see as a constant theme is
used throughout the scene.
Low Saturation is used to influence a mellow,
calmed aura.
Hints of Green are placed throughout being the
only “real” the video has, as the product they are
selling is green.
The tone continues throughout all the images.
12.
13. The shots used to establish what’s going on
then quickly begin to immerse.
First pebble used to show the reference of
size. (Shot 1)
Second he begins to become one with the
pebbles. (Shot 2).
Established where the shaking and sound is
coming from and you can also notice a 5 in
the background. (Shot 3)
14.
15. Reaction to the previous shot (Shot 4)
The pebbles aka “The spearmint flavor”
begins to take him over. (Shot 5)
Shows the immense and actual flavor it
contains. (Shot 6)
16.
17. Many of our perceptions are guided (if not
dictated) by the event Context.
- Example – The Flavor
: “Bottom up Context”
: “Top down Context”
18. Top-Down context
It consistently establishes and applies a code
that dictates how you feel about and interpret
what you see.
Example: Gum vs. Gum
Stride 5 Gum – “Stimulate Your Senses”
Orbit – “Dirty Mouth? Clean it up with Orbit.”
19. Sound
◦ - 5 Gum is supposed to give the consumer a
tingling feeling as they chew it and you could put
the tingling feeling into a sound it would be the
sound of a man walking through the ball overload.
◦ He lies down and the bass cranks up turning the
area into a giant speaker giving off vibrations
throughout his entire body which represents the
sensation you get from the gum.
20. Direct and precise in the beginning, pulling the
consumer in as you wonder what device the men
are turning on and what’s going on next. Good
way of grabbing people’s attention by zooming
on that one action of turning the dial.
Very tactile sensation from the motion of the
man slowly running his feet over the balls and
picking them up with his hand.
- As the speakers start to pulsate, it gives off an
energetic emotional feeling by the use of the up
and down, jumping motion.
21. Uses close-ups to filter out unnecessary
information and focus on sensory perception.
Camera angles and dark scheme force the
viewer to really focus on the sound and
motion of the commercial. 5 is the gum to
“stimulate the senses”. The angles focus on
touch, sight, and sound because we can’t
taste or smell the commercial.
