Introduction:
In advertising, how you sell a product is more important than the product itself. Advertisers use a variety of different techniques to entice consumers to buy their products. When a product is advertised on television, the advertiser has a whole separate element to consider. In this lesson, you will learn how to use camera angles for different effects and have the chance to apply your knowledge to improve work you have previously done.
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Activities: Task One - From Another Angle
In the previous lesson, Selling the News, you reviewed audience appeal, advertising techniques, and created an advertisement. Now, you will have the chance to see how you can improve that commercial through different camera shots and angles.
Watch these Pepsi commercials, and discuss with the class why the camera angles are effective for drawing and holding the audiences attention.
Consider:
What images prominently display the product?
Does this ad make you interested in their product?
Are you able to focus on the product?
After you have had a chance to consider how camera work can affect ad appeal, read the Media Awareness Network's Article - Camera Shots. This article includes information on camera distance, camera angles, and camera moves.
After, give the Media Awareness Network's Quiz on Camera Angles a try. Print the quiz and try to match the examples on the right to the terms on the left. Once everyone has had a chance to try the quiz, you can correct as a class. |
This quiz not only tests your knowledge, it also gives you concrete examples of each of the camera techniques in the handout.
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Objectives:
You will be able to
- understand the role of advertising in the electronic media
- prepare an effective ad
- recognize a speaker's attitude, tone, and bias
- assess an author's ideas and techniques
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Resources:
- examples of commercials
- Camera Shots Handout
- Camera Angles Quiz
- commercial evaluation
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Task Two - Hit Me with your Best Shot
Look again at the commercials you created in Selling the News. You are going to re-shoot the commercial, using your knowledge on camera angles to improve the ad. Read the evaluation sheet before proceeding.
Required elements:
1.
Two of the following shots: close-up, medium shot, long shot
2. Two of the following angles: high-angle, low-angle, eye level, reverse-angle
3. The camera moves in at least one of the following ways: tracking, dollying, panning, tilting, zooming
You must hand-in
1. A copy of your original commercial
2. A copy of the improved commercial
3. A description of the camera techniques you used to make improvements, and an explanation as to why you think these changes improve your commercial.
Remember - you are trying to appeal to a specific audience using your product and creative camera work.
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