Research Blog: Commercial Conventions

    





I will be producing a commercial about OxiClean products and their beneficial properties that help people on a daily basis. Past OxiClean commercials were done by Billy Mays, but are now done by Anthony Sullivan. Both actors are trademarks for OxiClean, allowing people to recognize the product first then the person. Both men typically wore the same outfit of a blue, OxiClean button down tucked into a pair of beige trousers. By putting them in a casual, yet business attire outfit, it lets the people know that they should be trusted, but also relatable to the common people. Both actors hold a similar voice when presenting the product. They talk in a loud, yet firm tone, keeping the audience engaged and interested. Throughout the commercial, everything seems to be fast paced and engaging making the viewers not turn away from the television. These commercials always show one specific product OxiClean is trying to sell to the common people, a stain remover. By using multiple props that people have in their houses and use daily, they are able to connect to a variety of people personally. Some of these props include a washing machine, glasses of wine, and clothes. A convention held in all OxiClean commercials is the logo OxiClean shown with bubbles before and after each commercial, letting the viewer know what they going to watch and making them remember. Their slogan "OxiClean Gets The Tough Stains Out" is also shown in all commercials. When a viewer has stains on anything, they are more likely to remember OxiClean because of their catchy slogan. This makes the audience's first choice OxiClean above all other stain remover brands. They also show examples of other products not doing as well as a job as theirs or simply doing it wrong. By giving examples and proof of the stain remover's power, they are able to use logos to influence the watcher. Also, they will use numerous forms of stains coming from different sources to relate to different types of families or people. A spilled glass of wine on a carpet would not be targeted towards a school or preschool environment. Although, when they apply children's paint or spilled food to cloth, they are able to target those families with children, schools, and preschools.




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