Concept

Breakdown of commercials by taking into consideration of the artistic value of it. Also as an ad, its marketable characteristics must be showcased. Storyline of the commercial in relation to realistic approach and the local market.

                                                                                        

Marketing value:

1.   Advertising- process of informing, revealing and updating both old and new customers on old and new goods from an organization. One key aims of commercials is to introduce a product whether a good or a service to the customer. This is the first stage.  The commercial must also become a part of the target consumer’s thoughts as such it should be catchy and memorable. Also lastly the consumer should feel so in tuned with the commercial that it not only convinces him but keeps him waiting for the next update on the product.

2.     Public relations. Not only must a commercial inform the target but it must also give the company a chance to react to the comments of the customer and various after-sales requests. As such the commercial must provide contacts and measuring plug-ins to ensure that this is achievable.

Artistic value:  as a visual and hearing form of information and notice, a commercial must employ various artistic elements in order to appeal to the target market.

1.   Photography and videography. Like every visual idea it must not only be clear to the average customer but the quality and concept behind it must also be exceptional. As much as two products may offer the same service or provide the same solution, it is the task of the commercial to make one stand out by use of excellent photography and videography work.

2.   Storyboard, storyline, plot. The storyboard is a sketch representation of the commercial, this allows the director of the commercial to have a pictorial representation of what is required. Also it allows the production team to access the commercial before actual shooting. A plot is the story behind the commercial. The plot must be simple for all or most to grasp but not to simple that it looks mediocre. The target audience should be taken into consideration. Also others factors such as influencers of the said target audience/consumers.

3.   Voice over or narration. This must be simple yet detailed.  Also due to the attention span of most consumers the narration must catch their attention but should not divert away from the product.

Relation to reality. Each commercial must take into consideration that the product it is presenting is being offered to solve a problem therefore the commercial must be seen depicting that problem being solved. As much as a commercial must wow the customer it must also offer them a sense of honesty and assurance in the quality of the product. Also the commercial most look out for more realistic approach to certain problems. Sometimes how certain key people are depicted in commercials raises questions as to the authenticity of the individuals problem and the products problem solving prowess.

In simple questions a commercial like any visual mode of communication must be artistic in order to attract the individual, it should be able to provide a platform for both customer and company to relate to each other, it should be simple and straightforward as the attention span of most people aren’t really long. Also the commercial must take into consideration current situations and be as realistic as possible in both information giving and convincing wise.