Textual Analysis
Analysing commercials is all about making the familiar strange. That sounds a bit weird but considering the amount of marketing media we are subjected to everyday we can truly appreciate how familiar advertising is. Write down in the answer garden to the left where you have seen advertising! Starts to add up doesn't it? In today's activity we are going to be making the familiar strange in the context of advertising. How?
Well I want you to view the Old Spice advertisement on the left of your screen now and then go on reading the rest of this page where the red THIS is.
This is the second old spice advertisement you have seen. The reason why I chose these advertisements is because of their commercial success. The advertsiement became viral online and has markedly increased sales. The commercial uses humor and wit whilst being sarcastic, 'satiraical', with the notion of masculinity.
However, while the advertisement makes fun of the notion of masculinity it still relates the product to making you more manly: making you smell like a man. Does the repetition of masculine activities/products allude to us what soiety deems as masculine? Does the advertisement connect the product to these notions? I think it does. How did I come to this conclusion? Well I used this simple question formula:
· I Write down everything that I can see and hear in the text.
· Then I listen to only the audio and describe the audio... The type of music, sound effects, language, speakers tone of voice, the use of silence
· Then I turn off the sound and view just the visual. Making note of colour and camera shots, transitions, lighting, envoronment, symbols. Even consierign the pace of the shots the rythem of the shot.
Now, I want you to do the same to the commercial left of your screen, asking the same questions of the commercial as I did and providing a short summary on the commerical in your journal. Remember outline: What they are seeling; how they are selling; what message is being told; and any social commentary. Use my formula as a guideline. Once you have done this I want you to use the following web site that helps you storyboard. SPOT THE SHOT- list the shots and describe why they are used and what the effect it has.
· Storyboard the shots and upload into your journal.
Now we are starting to understand how to garner the connotations of an advertisement. Well I hope. Actually I am just not that confident that you do so I want you to prove me wrong. I want you to create a video blog explaining an advertisement currently being aired on television or YouTube.
In this video blog I want you to imagine a change in something fundamental in the commercial. Change from a a female to male, or the music to to hard rock to classical, the lead to Shane Warne or Hugh Grant. That way we can see what the advertisements are trying to get you to see in a positive way. We see how powerful their choices are.
The video blog can be simple. Look at mine to the left. Share it on our facebook page. Oh yeah, obviously I am not skiing. I am here right next to you. Good use of props though. Handsome fella as well.
Post up a video blog on what you have changed and what impact it has had on the advertisement!
Onto lesson six!
