Television Commercials: Codes and Conventions

Originally adverts were 60 seconds in length. However, sponsors were using the commercials to tie-in products. This means that they were actually advertising two or more products under the guise of one advert. To eliminate this, ads were shortened. Most modern commercials are 30 seconds in length, but more recently the 15-second ad was developed.  When creating a commercial, the time element has to be exact. The 15 has a format of its own.The approach is minimalist:  uncluttered sets, few people, and a static camera technique. The internal pacing of the 15 is slowed down from the 30.

In order to make the advert successful, you must see the product within the advert. However, the more the product is seen, the more people remember it. Generally speaking the product is identified very early in the ad or at the very end of the ad as a surprise tactic.

In general, camera angles, camera shots, music, audio, visual, voice-over and special effects are mostly used within the adverts. 

So much creative process goes into the making, directing, and shooting of commercials that many people consider commercials as an art form.  Awards have been given to commercials for the following categories:

art direction music acting

story set design animation

costumes technical

choreography special effects

The above categories emphasize the many codes and conventions of advertisements, as well as, the decisions to be made about advertising constructions.
Once upon a time, television viewers zapped through commercials, but now, a whole new brand of television viewer exists.  Many people actually watch commercials for entertainment value. Whether it be the choreography, the special effects, the story line, or the humor, some viewers have become quite enchanted with commercials.    Some commercials have become so popular that certain lines have become a part of everyday vocabulary.  Some examples would include:  Wendy's, "Where's the beef", or Budweiser's "Wazzzup!".