Quali-tea Research

 Research: Commercial Conventions and Codes

    Mana and I are choosing to create a commercial for Snapple. Even just the prospect of cold, refreshing, and energizing iced tea can be tantalizing for many. We think this will especially resonate among young people in South Florida's hot, humid climate. After doing some research on the different types of commercials for cold drinks and drinks in general, we noticed that they had some similar characteristics. Most of the commercials don't include major acting roles from humans in them. Most of them have simple voice overs and narration over the video.   

  • The drinks are usually in clear glasses (except for the branding on them) or plastic containers to show transparency of the beverage and highlight the rich, solid color. They are usually filmed on a monochromatic set that highlights the color of the drink.
  • Drink advertisements are also heavily edited, with many different changes in playbacks speeds to make the drink look appealing. 
  • The music that accompanies the visuals are bright, electronic rhythms. They include different camera angles and movements to give a full exhibition of the drink.         
  1. When a cold beverage is being displayed, ice and condensation are also visible, and can be associated symbols with sweat (common in sports drinks) which makes it seem more refreshing. If the commercial happens to include more human acting, the actors will most likely be fit athletes, equipped with activewear. 
  2. Additionally, when combined with bright sunlight or studio lights, is can allude to sunlight and pleasant weather. This applies logos to show that a warm day with pleasant weather, it is best to drink their cold, refreshing drink.
  3. For other drinks like Gatorade, famous figures and and stories are told, giving both ethos and pathos. The celebrities will be enough to convince some to indulge themselves with the product. Others might have a deep emotional understanding to the story and will almost feel obligated to buy the drink more often.

 


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