1. “The idea-associative montage juxtaposes two seemingly disassociated events to create a third principal idea or concept—that is not contained in either of the montage parts” (Zettl, page 402). One such idea-associative montage is comparison idea-associative montage which comprises of shots that are juxtaposed thematically related events or objects to establish the same basic theme or idea. Video commercials still make frequent use of comparison montages because they must get complex messages across in a short time. Mazda created a commercial in which helps to explain this type of comparison idea-associative montage (https://www.youtube.com/watch?v=YbXRA9TYFyU). The video shows a cheetah turning into a Mazda CX-5 to help show the cars versatility …show more content…
“In the collision montage, you clash two opposite events to express or reinforce a basic idea or feeling” (Zettl page 404). The collision of these events create a tension that helps to improve the familiarity of those viewing the video—these instances can be not too obvious because if they were, those people would catch on and become annoyed with it rather than engage in it. Zettl provides the example which compares a homeless and hungry man searching through a garbage can looking for a mean then a shot of a “well-nourished glutton indulging himself” (Zettl, page 404). The example I chose is a Asian ad which depicts two children side by side, the boy on the left is probably an everyday teen while the little girl on the right is clearly impoverished (https://www.youtube.com/watch?v=dt1EQFyA2wQ). I believe the commercial is adverting clean water for those in impoverished territories/situations. This is an extremely powerful and insightful ad which hits the viewers and tugs on their heart strings but definitely enlightens them in a way that could possibly influence them to help out as well. “While the collision montage is a powerful filmic device, it is also an equally conspicuous one, so be extremely careful how and when you use it. If the montage becomes too obvious, you will alienate rather than enlighten or emotionally involve the sensitive viewer” (Zettl page 404). I think the example provided definitely was not too obvious in a way that effects how the viewer sees the
The question often is what makes a good advertisement? The answer is simple, it should be able to grab the attention of the targeted audience, and even better it should be able to make the targeted audience fall in love with the advertisement so that they can be persuaded to achieve the desired results. Of all the forms of advertisement, TV commercials always are the best considered effective way to pass the message to the targets. I believe that the combination of audio-visual effects can engrave the commercial into the hearts and minds of the viewers and that is why I have chosen to analyse a TV commercial by Weetabix: Weetabix Chocolate Dubstep Cereal Commercial.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
The film in which I have chosen to focus on throughout the semester is that of Stephen King’s Carrie (1976). While reviewing the film, I noticed the use of montage during the ending prom scene when Carrie has become enraged with anger, and begins murdering her tormentors. The montage begins shortly after the pig’s blood is poured on her, and the editing swifts to slow-motion. The sound of her mother saying “They’re all going to laugh at you” starts repeating in Carrie’s mind while she glances at classmates as they are laughing. This is all done in a way that seems like a part of her imagination, since the images are shown in a kaleidoscope like effect. Consequently, the scene quickly changes to a faster pace with a split-scene as she uses her powers to wreak havoc which ultimately kills everyone. These separate scenes were put together to create a cause and effect while also speeding up the process. This forms of montage is very different from one that was viewed during class, mainly due to the use of editing techniques.
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
This commercial presents a simple story, unlike a more common vehicle commercial that typically endorses the product
A good advertisement always can leave a deep impression to the audience. It associates with the rhetorical skill to represent the meaning of advertisement. An advertisement I want to discuss is about domestic violence topic. (this advertisement from Amnesty International). It is a public service advertising. The purpose is hope three types of audiences can pay more attention to domestic violence and makes an effective use of pathos by appealing the sympathy of the audience. This is the most impressive ad I have ever seen.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
Then it changes the scenery to the two boys each wearing a back pack, walking home from school down the street alongside a white picket fence with several houses and trees off in the distance. It is raining, and the older brother is holding an umbrella over them, but quickly walks ahead and rounds the corner leaving the young boy in the rain. To avoid getting wet, he covers his head with his bookbag. To switch gears, the creator of this ad takes the audience back into their home. Initially, the focus is under a table where there are 2 sets of legs, both wearing red Converse shoes with white laces and one boy steps on the other's foot. It quickly flips the camera view to the boys at a table and the young boy "elbows" the older boy and the older boy makes a face as he is scolded by his parents. It is apparent that they are having a family dinner. The shoulders of two additional people are visible. One person is wearing a navy-blue shirt, the other is wearing a mauve colored shirt. There are four partially full Coca-Cola glasses and a bottle of Coca-Cola Zero on the table. The final setting is the younger boy sitting on a park bench on a hot sunny day, with headphones around his neck, a bottle of coke to his right, and his bookbag on his left with people playing basketball in the far distance behind
In the presented essay I will compare the style of work of selected artists in the montage of the film. I will try to point out some general regularities and features of Soviet cinema. At the same time I will try to capture especially what is common in their systems and similar or conversely what differ. For my analysis, I will draw on the feature films of the Soviet avantgarde, namely these are the movies - The Battleship Potemkin (S. Eisenstein, 1925), Mother (V. Pudovkin, 1926) and The Man with a movie camera (D. Vertov, 1929).
The technology of today has allowed for advertising to reach every corner of our lives. Commercials show on the television, pop-ups and sidebars are on your favorite website, and in the games you play on your phone. Noël Sturgeon and Jean Kilbourne both look at the effects that advertisers use, with Sturgeon it is nature used in ads, and Kilbourne focuses on women.
For this paper, I looked at two ads that I found extremely powerful. The first ad has a picture of a woman who cannot be recognized at all, with a picture of what she used to like in the bottom left corner of the ad. The ad states that “not everyone that gets hit by a drunk driver dies.” Thus revealing the woman as a victim of a drunk driver. The second ad that I have selected was a picture of a parking stall for handicapped drivers. The ad has in bold white letters “Every 48 seconds, a drunk driver makes another person eligible to park here.” These ads are both powerful in their own sense, however, the ad with the victim of the drunk driver strikes me much harder than the one with the handicapped parking stall. Although both of these ads use a strong sense of pathos to get you to feel bad for those affected by drunk drivers, the ad with the picture of the victim has a much stronger effect.
In the 1920s, artist like Sergei Eisenstein, Dziga Vertov and Vsevolod Pudovkin started experimenting with the new technique in their abstractfilms which is known as montage. Montage which is a synonym for Editing is a technique where two or more shots are juxtaposed which create a new meaning thatis not existent looking at the shots individually (Manovich, 2001). Few of the early examples of films using this technique are The Battleship Potemkin(1925) by Eisenstein and Man with a Movie Camera(1929) by Vertov.Montages are widely used in many other TV production areas like Advertisement, Dramas, News Programs and Music Videos. The Music Videos make excessive use of montages for the imagery in theirsongs; one of the examples is The Buggles- Video Killed the Radio Star (1971) which was the first music video to be shown on television at launch of MTV in 1981. Both Films and Music Videos use different approach towards editing of their shots, which plays a major role in maintaining balance between audio and visual information.
The first image I have chosen to discuss is a smoking advert from the 1950’s. It features John Wayne smoking a Camel cigarette. It is a commercial advert, because it is trying to sell a product. Conversely, the advert that I will be comparing with is an advocacy advert, because it is trying to persuade you not to smoke. It is giving you advice about an activity which is considered controversial. It is an advert from ‘Alghanim Medical services 2000’. It uses a very formal font and adds formal authenticity.
In the process of advertising, there are sundry techniques that are applied that may either establish positive or negative effects to the products. Some of the aspects that make an advertisement to be taken negatively by the consumers is that it is to be believed to be economically improvident; and on the gregarious aspect, it provides the little truth about a certain product. All these aspects are the few examples of the aspects of advertisement that render it to being negative to the society. The culled advertisement of mine was pristinely run during Super Bowl XLVIII between the American Football Conference (AFC) champion Denver Broncos and National Football Conference (NFC) champion Seattle Seahawks. The date that the advertisement was
When someone comes into a Burger King, one may think of burgers, fries, and sex? The advertisement by Burger King features a woman preparing to eat a sandwich in a provocative manner. Many advertisements such as the one referenced combine many aspects of imagery to convince consumers to purchase their products or services. This has been executed enough to a point where it has been developed into a science. The psychological effects, such as subliminal messaging, influence the consumers to look at the company in a new light and to appeal to the products in a more admirable perspective. In order for companies to stay in the public eye, it is essential for marketing teams to create advertisements that break barriers and catch the attention of