Slide 1

Visuals and Non-Verbal Communication in commercialsVisuals implyAs we have been talking about earlier in this unit, commercials are trying to persuade you to buy their product.Every piece of information, every element of the commercial is there for a reason.The pictures, the video, are there to show you something, make you feel something, to emotionally impact you in some way.Lets look at the visualsVisuals imply

they dont say the message, they show the viewer the message.

What does thisphoto say about thiswoman?If we are the intended audience:

We know that the people in the commercial are actors, but we forget it too. Our emotions become involved. We are not always logical. Subconsciously we identify with the people in the commercial.

Visuals implyIs she a doctor? Or an actor?Visuals imply they force us to co-create with the makers of the commercial.We infer meaning when they implyWe often jump to conclusions about what they mean.

Visuals imply and are editedIf you were going to make a commercial, promoting Rolla High School as a great school, how would you construct it?Would you show it as you see it every day? (Both good and bad, happy and sad)Or would you purposefully choose pictures and video that shows happy students and happy teachers having fun? Working hard (with smiling faces)?Visuals are edited (click to play)Source: Rolla HS

Visuals are editedWhat did you see? Were the pictures true (were they actors or RHS students and teachers)?What did they leave out? A decision was made on what to include and what to exclude. Visuals are editedPictures dont lie, right?

With a digital editing system, anyone can change a picture.

And any photographer or videographer can change what is in the shot and what is not.

Time Magazine did a little manipulating of this mug shot of O.J. Simpson for their cover. He is made to look darker and more menacing.Source: National Press Photographers AssociationVisuals are edited, non-verbals create emotion

Camera close-ups convey intimacy.We are face to face, sharing a close moment.

Editing: Quick cuts and short edits convey energy,action, power.Non-verbals create emotion

Music can create emotion.What emotion is this musicclip trying to convey?

(click to listen)

(click to listen)Listen to this one. Whatdoes it make you feel?

Music:Sounds:(click to listen)Sounds can also be usedto create an emotion. Doyou feel like applauding?

(click to listen)Do laugh tracks on comedy showsmake us laugh more or the show seem funnier?Non-verbals create emotionWhats going on in the background of a commercial is another way to communicate a message.

Is it set in woods? (Nature)How about in a city? (Urban)Is there exciting activity going on?

Non-verbals create emotionRemember that Six Flags commercial?Nice neighborhood, right?We understood something about the people who go to Six Flags

Your assignment- Discussion Board #2Choose a commercial from one of these links:KIA commercialNike commercial

You will become an advertising executive, explaining the concepts (use of visuals and non-verbal communication) of your chosen commercial to the products board.You will include: Who the intended audience isThe message you are sending to the intended audienceWhat elements (visuals and non-verbal communication) you are using to reach the intended audience and send the intended messageYou will also be on the board for two classmates and their presentations to the products board. You will need to respond to their presentation with supporting comments and/or adding relevant details to the discussion.See the assignment sheet for week 2 for more detailed instructions.