Research Blog: Codes and Conventions

 When we were first told to create a commercial I immediately began to think about what I wanted to advertise. After considering things such as accessibility, I began to narrow down my options. In the end I decided to do a water commercial. A bottled water commercial, to be more specific. After doing research, I learned that these commercials typically go one of two ways. They include people who are parched in some way (typically from physical activity). Or they do not include people, but rather include shots of bottled water, water, and color schemes that reflect water.

  • If there are people in the commercial then their attire is usually sports/physical activity related. This could include, but is not limited to shorts, running shoes, and/or a t-shirt.
  • Props include a water bottle and may/may not include other things such as some type of sports ball or climbing gear. Or other things needed in order to show physical activity if there is an actor included in the commercial.
  • The appearance of the person/people is typically little to no sweat to show that they that are engaging in physical activity but not incredibly tired so they can still keep up a pleasant appearance on camera.
  • The score throughout the commercial is calming in order to reflect water which is considered to be calm or soothing. The goal is to refresh and relieve the audience.
  1. Conventions and Codes in the commercials are the brand of water is constantly on display and is typically made to look cool/ cold. This is so the visual appeals to the viewer and they remember.
  2. In the commercial the main goal of the props is to add to the "look" of the overall commercial without taking attention away from the product. Due to this they are more in the background so they do not take over the area of focus.
  3.  These commercials sometimes use ethos by using celebrities in their commercials who then endorse their product or become the "face" of their water brand. An example of this would be Jennifer Aniston being the face of SmartWater.



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