Research Blog: Commercial Conventions


 

I am doing a gorilla wood glue commercial. In these commercials there is usually a gorilla that appears after a person breaks something and they use a different glue to fix it, but it does not work. Then the gorilla appears and hands them the wood glue and it gets perfectly fixed.

  • They will normally wear they are regular clothes; it is sometimes their work uniform or just a pair of jeans and a shirt. There is also a person in a gorilla suit that plays the gorilla.
  • The props are usually something that is broken like a chair or a table.
  • The people in the commercials are just regular people, they do not have a special appearance. They are any age, sometimes it is a family, other times it’s just one person.
  • They are usually just in their homes or in their backyard when something breaks, and they need it fixed. 

 They open with a person using what they just fixed with another glue, then the item breaks again, and the gorilla appears. At first the person gets scared and then the gorilla hands them the glue and they say, "Oh of course." The commercial then goes on to explain how the glue works and show the glue on the object.

 The commercial is usually 30 seconds long and the narrator will describe the glue very fast after the gorilla and human part. The commercials usually do not have music in them, it usually has the sounds of the object breaking in it instead. The commercials usually have a man as the narrator, and they have a manly voice. The manly voice helps make the glue more appealing to fix things. The commercial is usually colorful and usually takes place outside. The commercials are supposed to be relatable and appealing to anyone. They make sure to show how easy it is to use. They also show them fixing things everyone uses or haves.



 

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