Research Blog: Commercial Conventions

 My group is doing a Gatorade commercial, in which the audience sees people participating in physical activities such as sports. The subjects drink the beverage sometime during the commercial, usually towards the middle or end.

  • Various athletic wear is worn, varying from everyday people in shorts, loose-fitted shirts, sports bras and tennis shoes to celebrity athletes in their team uniform: jerseys and athletic shoes.
  • Props are the items used in whatever event the subject is participating in such as a swimming pool, goals, soccer balls, benches, and basketballs. Also included is whatever the subject drinks Gatorade from, for example a branded cup.
  • The set is usually a setting for athletic events, such as a field for soccer, a basketball court, or a track course. The actors, if not celebrities, are seemingly normal people who tend toward the athletic side.
  • Background music is usually not made for the commercial, but licensed. It is typically fast-paced rock that, if not originally fast-paced, picks up after the subject drinks Gatorade.
  • Other conventions include the logo at the end of the commercial as well as a slogan, which seems to vary. Branded props are always angled to show the logo while in use.


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