• Butler, Jeremy G. "The Television Commercial." In Television: Critical Methods and Applications, 363-412. 3rd ed. Mahwah, NJ: Lawrence Erlbaum Associates, Publishers, 2007.

Chapter Outline/Notes

• Production companies, Wholesalers, retailers, advertisers, and consumers are the biggest players in the changing economic models of ad-supported television.
• Internet also plays a role due to the vast “pop-ups” and side ads on sites such as “You tube”, where Television is at your demand.
  

1. “From the industry perspective, a diversity of holdings encourages a certain synergy among them.” (p. 366)
2. “Synergy is undercut by longerstanding contracts that predate mergers.” (p. 367)
   

• Rely on sponsors to make money, by selling broadcast time.
• More commercial time shown with big events such as the superbowl because of how many people watch it.
• The most popular networks are going to have more commercials.
  

• Ads present a discourse modern life and culture based on buying and selling. (pg. 373)
• Decoding is a large part of commercials, viewers are given an image to remember.
• Fundamental meanings such as “buy this product and use it in your vehicle and your car will go really fast”.
• Luxury, leisure and conspicuous Consumption.
• Folk, culture and Tradition.
• Novelty and Progress.
• Sexuality and Romance.
• Alleviation or Pain, Fear / Anxiety and Guilt.
• Utopia and Escape from Dystopia.

• Using anything to make the viewer really want to buy the produst because of what was used in the commercial and how it was presented, or have the viewer wondering what the commercial was really for.
  

• Speed, length and show are the biggest parts of the commercial. For the amount of time bought, average time being 30 seconds, The point needs to be put forward for the viewer enough to interest the viewer in the product.

• There are many different types of ways to persuade viewers to buy the product. Speaking directly to the viewer, using loud noises so they remember the the commercial and the product.

• Using creative images or fictional figures to grab the attention of viewers.
• Helps you remember what was being advertised.

Terms/Concepts to Know:

• Commercial
  
• Synergy
• Transnational Corporations (TNCs)
  
• Ratings
• Demographic group
• Designated market areas
• Sweeps
• Unique selling proposition (USP)
• Brand Parity
• Mise-en-scene
  

Related Course Outcomes

1. Describe the functions and artistic responsibilities of each of the major members of a television crew. (1. Television Crew) – To Get the produst across to make people want to by the product.
2. Describe historic television programming breakthroughs, including their impact both at the time and later. (6. Programming Breakthroughs) – Computer graphics, to make a product more appeling.
3. Describe the use of live drama, vaudeville, radio, and movies as sources of material in early television advertising. (10. TV Advertising History) – Famous actors, people well know used to promote a product.
4. Describe both the benefits and negative impact of television ads on viewers. (11. TV Ads) – Negative could be waste of time in their eyes, positive could be a informal messege or product they saw.
5. Identify and describe issues which television advertising is likely to encounter in the future. (12. TV Ads & the Future) – TIVO you can pause and fastforward through commercials.
6. Describe programming strategies for success in commercial television and non-commercial programming. (13. Programming Strategies) – Making the commercial so its easily remembered, and what it was for.
7. Describe the evolution and social impact of the use of sex on television. (17. TV & Sex) – used a lot in commercials because sex is something that attracts viewers.

TV Commercials to Watch and Discuss

• Bug Light Swear Jar.
• Drive a Chevy 1952
• Wendy’s Hamburgers are better