L’image publicitaire 2Ce que l'on doit comprendre se limite-il à ce que l'on voit?

Ali BENHAMMOUFEVRIER 2012

I.L.C.S

• Text and image are iconographic and informative intentions of advertisers

« the difference between stability and movement in TV is that when the message is still (the case of print ad) it provokes an active scrutation of the spectator, but the mobile message subscribes the spectator in the space and time », Gervereau (L.), Voir, comprendre, analyser les images, Paris, La découverte, 1997

Image and text in TV

the message needs an effort for readers to decode the

fixed icones appealing all the senses

the message needs a realistic position that leads us

immedialty to believe in the representation offered to us

In general, everyone is sure that what is seen in TVis what should be seen..

This is a first advantage for spot TV advertisers

• A flow of images (sequences): as if reading a book (introduction – body copy – conclusion)

• In this context, the image and text in TV are the whole message, an abrupt synchronic (linked to each other) message, wherase all other forms of communication are diachronic (separated)

TV messages

Synchronic: text completes image, sound completes image and image a reflection of the

text and sound

Four aspects in TV message:

Image and text in TV

1. « Natural »: explanation insiste on evidence

2. « Practical spirit »: immediate efficiency of the idea and the opportunity to verify its pertinence

3. « Simplicity »: description and explanation of facts

4. « Accessibility »: everyone can understand the world of TV, a minimum of comprehension is largely sufficient

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TV spot

• Two parts : video first and audio second• TV deals with : image (sight), sound (ear) and motion

(feeling)

Visual techniques in advertising:

1. Testimonials: using celebrities2. Spokesperson: using a presenter in front of the

camera3. Demonstration: showing how a product works4. Close-ups: showing the product in action5. Story-line: using a miniature movie6. Comparisons: with customer view, humor…

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Elements of TV production

The succession of TV images uses the techniques :

– Cut : one scene cuts into the next– Dissolve : one scene fades out while another

fades in– Fade in : from the scene to total black (# fade out)– Matter : part of a scene is placed over another

gradually– Wipe : the new scene wipes off the previous one

from to bottom

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Elements of TV spot

The script : a detailed description of the spot content

TV SCRIPTDate:Company:Product:Title:

Sequence Video (Action) Audio (sound) Duration

Sequence 1 Description of actors and camera movement

Music, sound effects, announcer

Time of each sequence (seconds)

Sequence 2 …………………………….

………………………… ………………………

1. Spot sequence– Duration of spot– Number of sequences / duration of each– How transitions between sequences are operated

(cut…)– Technique used in transition (slow, accelerated...)

2. Elements of enonciation– Enonciative direct or indirect - constant or variable?– How the spot discourse is positioned (authentic,

fictional, promotional, esthetic)?

Methode of analysis

3. Narration elements

A quick description of the process of narration :

– Subject: caracteristics of main actor – Object: product appearances through its name and

image (when? How many times?)– Anti-hero: elements against the performance of the

hero– Adjuvants: elements easing the performance of the

suject– Initial state: situation of begining in which the sujet is.– Final state: final situation – product purchase

Methode of analysis

4. Spot caracteristics– What strategy of manipulation is used in the spot

(argumentation, narration) – Through which method (seduction, information..)

5. Spot syncretic (mixture) reading– Voices adaptation with music and other visual elements– When the sound elements are put– Who speaks with whom about what– Are there any particular sounds

Methode of analysis

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