Research Blog: Commercial Conventions

Commercial Conventions

I will be doing a shoe commercial for product Crocs. In these commercials, it is typical for the audience to see people running or just different angles of the shoe. 

• The shoes are the main subject in the commercial. They do things that revolve around the shoe, that add to it, like playing soccer with your feet. 
• The setting of these commercials, crocs specifically are usually very colorful and vibrant. This is to match the many different colors that crocs can come in. By using these colors they try to draw in the viewers because there are many vibrant colors. 
• In these commercials the actor is put into scenes such as dancing with their families or running with their friends, the shoes are specifically shown because they are having fun in them.
• Props could include the shoes themself along with the the setting followed.
• The costumes they were include also colorful clothing to match the vibrantly colored shoes or calm colors to allow the shoes to pop.
• Non-Diegetic Sound is used in almost if not all croc commercials because no dialog is needed. Background music can make the commercials seem more fun based on the type of music used.
• Performing in these commercials, the performers are quite joyful and express highly favorable thoughts about the product. In addition, the shoe mobility is striking and slowed to improve the aesthetic of the shoe.
• Celebrities are also used heavily in croc commercials or just shoe commercials in general, having sponsorships with different celebrities are very common in the shoe commercial industry.
• Stars have a significant influence on such advertising since they are well-known and have more power over the viewer. Individuals who respect these celebs are much more inclined to buy the products they promote. Average individuals have an effect on these advertisements since they provide the viewers with genuine comments on these things. Incorporating ordinary individuals makes the advice appear more genuine and less "artificial" than employing superstars who may be doing it for the money. 
  
• It is also very common to see many different exaggerated camera angles in these advertisements because they want all of the attention on the shoes.