Research Blog: Commercial Conventions

 I have decided to do my commercial project on the Dasani water bottle. When doing this research I also had to learn what are conventions and codes. After that, I started watching water bottle commercials on Youtube. I only looked at water bottle brands that I am used to seeing like Aquafina, Dasani, Evian, and Zephyrhills. General water commercials may have their actors doing every day or sports-related activities. If they don't use actors/models they may just have scenes of nature, lakes, waterfalls, or plants with droplets of water. 

From my research, I have found common conventions such as that: most water commercials usually have a voice-over. You would hear a voice-over when the narrator is giving facts or benefits of drinking this water. They may use a voice-over towards the end where they would say the slogan of the product. For example, in Dasani water commercials they tend to use the slogan, “Treat yourself well, with the pure fresh taste of Dasani” or “DASANI water! Can't live without it”. I also noticed in Dasani and other water commercials that they would shoot a model drinking from a water bottle with a satisfied or refreshing facial expression. When doing this shot they make sure that the logo is showing. They may also do a close up of the product. Towards the end, they would have the bottle sitting on a rock or flat surface. Then they would zoom in or zoom out to show the bottle and logo. They also blur out anything in the background to put the viewers focus on the product.  At the end of the commercial, they would have the Dasani water logo and slogan slowly appear on the screen.


Since this is a water commercial their main reason for advertising is to promote that water brand so a common prop is a water bottle. I usually see that the water may seem cold and that condensation forms on the outside of the bottle. In the ad, they may use diegetic sound. For example, as the model or actor is drinking from the water you can hear the drinking or gulping of water sound effect.





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