Research: Commercial Conventions and Codes

My group is doing a gum commercial for the brand Extra. Recent Extra commercials tend to follow a sentimental or heartwarming theme. Some trends include:

· Piano music, which creates a touching moment between the people in the commercial

· Usually people in close relationships or wanting to be in close relationship; this includes friends, love interests, parents, grandparents, etc.

· Props include Extra gum in different flavors. Or the wrapper to the gum. They sometimes include writing a sweet message on it or drawing a cool picture, usually to bring the two people in the commercial closer together.

1. Conventions and codes in Extra gum commercials include the Extra gum pack or their distinctive silver and white gum wrapper. It also includes their slogan “Give Extra, Get Extra.” This slogan relates to the idea that gum is meant to be shared with people. Through this act of sharing, new relationships can spark. Therefore, conveying a message that if you give Extra gum, you’ll get something extra special in return.

2. In the commercial, the props are always filmed with the “Extra” logo showing. This lets the audience know what brand the commercial is referring to.

3. Since Extra commercials tend to focus on interpersonal relationships, two-shots and over the shoulder shots are used a lot. These angles allow the audience to connect on a deeper level with the characters and see things from their perspective


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