What are commercial parodies?

Watch (no pun intended) this example of a commercial Parody on wearable tech.


Questions: What makes this video a parody?

7 minute Pair and Share
Discuss the moments from the video that really make it obvious that this is a parody.
Think of at least three examples from the film to share as a group. You will report back to the class in 7 minutes.

Introduction


The goal of this project is to produce a 30 sec-1 minute advertisement for electronic device “X” which you will be given to film with your group. The challenge of this exercise is to invent ‘‘functionalities’ that your device could perform for the customer, and to try to advertise these qualities as features of your own choice.

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The electronic device is an outdated piece of equipment, but it is up to you to come up with a new and interesting use for it; it could be the new, hottest handheld device, it could also be a water filter for drinking water; it could be a new holographic projector, or it could be a foot massager, or it can be the new, voice programmable fruit slicer...

In short, it can be whatever it is you want it to be.

The assessment of this project will be made on how effective, creative and ingenious your advertisement is, how you use video and sound to try to sell this product to a potential audience and how you work within your group.

Here is the Rubric. Please make sure you refer back to it as you monitor your group's progress.

Types of Advertisement


Consider what type of advertisements will make this hard sell effective for the customer. Think about the target audience for the product that you’re inventing, and the style in which your advertisement could really capture your future customers!

Consider some of these general stylistic conventions in commercials, which you can use or combine to create an effective ad:


  • Old fashioned, informative radio commercial which describes the product.
  • Infomercial with testimonials about the use of the product.
  • Public service announcements.
  • Cause marketing and social marketing.
  • New media markets: internet, TV, electronic billboards.
  • Brand logo placement, catchy jingles/songs.
  • Word-of-mouth, crowdsourcing and high consumer engagement.
  • Celebrity branding, street advertising and product placement.


Please remember that this electronic device ‘X’ needs to be sold! It has to be the main object of the sale, it cannot be a secondary or supporting prop for the sale of something else.

Examples for Commercials

(Watch out! There might be a parody amongst them.)








How would we create a parody for this infomercial? Notice how much information is condensed into the short span of time, as well as how much repetition is used to 'drive the point home'. These commercials are made to be remembered when you go to the product aisle in the supermarket.



Take into considerations the culture and audience to which the product is being marketed. The examples above demonstrate two very different cultural approaches to the commercialization of a product.

Take a look at different commercials online. Choose one in your group, that you think you could create a parody for. Make sure that it has appropriate content, and that you follow the advertisement's format closely!

Logo, Motto and Product Name

During this lesson you will develop your product logo as well as a motto and product name.

Play Motto Matching Game

Working with PowerPoint to create a new slide. Perform a Google Advanced Search for images licensed for reuse, sharing and modification.
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Next drag your images onto your PPT slide and remove the backgrounds where needed.

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Use the following tools to format text, add shapes and add text boxes.

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Exemplars from previous grades can sometimes be helpful when planning a video.

Have a look at one of last year's DVA Submissions.

Storyboard


You will need to storyboard the scenes to avoid confusion while recording the commercial. It's a good idea to make the storyboard very clear, include all the dialogue in it, as well as the music which will plat through. This way you are not guessing anything during production time.

Here is an example of a storyboard.

Over the next few weeks you will work on producing your commercial. It should be no longer than 1.5 minutes, be appropriate, humourous, it can parody an actual commercial. Remember the product doesn't really exist, but you have to make the audience believe it does! How can we sell it to them?

Date, Time
Activity
Week 1
Introduction to the project,
storyboard started, finished.
Week 2
Storyboard revised by instructor.
(HW: props requested, finish storyboard if not complete)
Start production
Week 3
(Props checked and ready) Production
Week 4
Production - Groups split in half.
Week 5
Final day of production, Post Production begins
Week 6
Post production, sound focus and credits
(HW: finish audio )

Render and place in smb://storage/students


You will need to consider props, costumes, audio, shooting locations as well as the camera angles and shots you will use.

Shots, Angles and Camera Movement
1. Watch the video to better understand shots, angles and camera movement.
http://www.youtube.com/watch?v=d1japIhKU9I




Watch the Avatar Teaser Trailer and count the number of shot, scene or angle changes you see.
Turn to a neighbor and share some of the angles, shots and movement you saw.

Editing the Video
You can use the video lessons from previous years if needed when working on your project.

2016-2017
Document for lesson 1
Document for lesson 2