Time, Motion, and Sound

Group 1 - Cathleen Stevens, Dennis Rojas, Marlon Escobar, Nicholas Fiorillo, and

PowerPoint by Nick Orlando

http://www.youtube.com/watch?v=bCjPP7liZCA

5 Gum Commercial:

Objective Time – The Clock

Subjective / Psychological time: personal or collective perception of time

Time

Objective:

Subjective: Passing of Time

Time

Involv

em

ent in

the

event

Commercial:

- Disconnect the viewer from the objective time.

- Slow our subjective sense of time.

- Intensifies our involvement.

Time

Commercial (continued)

◦ - Event intensity - Relative Energy.

Event density - Quantity of experiences.

- Experience Intensity - Depends on relevance.

Time

Movement - Characters◦ Camera - Slow and intense

Panning interaction with the Tracking surroundings and each other. Shots

- Focused on Moving pieces

- Objects Everything had intensely focused movement. Slower movement than usual.

Motion in Time

Source connected Sourced disconnected Mood Energy Enviornment Rhythm**

Sound

Light, Color, and Shots

The direction of the light source is used to portray the actions are being committed are to influence the outside area.

Not much background light is used in most shots to provide shadows.

Blue filter on light source is used to provide the darkened atmosphere and soft grey shadows with a strong silhouette.

Light

The commercial doesn’t provide many different options for the eye to see as a constant theme is used throughout the scene.

Low Saturation is used to influence a mellow, calmed aura.

Hints of Green are placed throughout being the only “real” the video has, as the product they are selling is green.

The tone continues throughout all the images.

Color

Color (continued)

The shots used to establish what’s going on then quickly begin to immerse.

First pebble used to show the reference of size. (Shot 1)

Second he begins to become one with the pebbles. (Shot 2).

Established where the shaking and sound is coming from and you can also notice a 5 in the background. (Shot 3)

Shots

Shots

Reaction to the previous shot (Shot 4)

The pebbles aka “The spearmint flavor” begins to take him over. (Shot 5)

Shows the immense and actual flavor it contains. (Shot 6)

Shots (continued)

Shots

Many of our perceptions are guided (if not dictated) by the event Context.

- Example – The Flavor : “Bottom up Context” : “Top down Context”

Context

Top-Down context

It consistently establishes and applies a code that dictates how you feel about and interpret what you see.

Example: Gum vs. Gum

Stride 5 Gum – “Stimulate Your Senses”Orbit – “Dirty Mouth? Clean it up with Orbit.”

Associative Context

Sound◦ - 5 Gum is supposed to give the consumer a

tingling feeling as they chew it and you could put the tingling feeling into a sound it would be the sound of a man walking through the ball overload.

◦ He lies down and the bass cranks up turning the area into a giant speaker giving off vibrations throughout his entire body which represents the sensation you get from the gum.

Review: Aesthetic Elements in 5 Gum Commercial

Direct and precise in the beginning, pulling the consumer in as you wonder what device the men are turning on and what’s going on next. Good way of grabbing people’s attention by zooming on that one action of turning the dial.

Very tactile sensation from the motion of the man slowly running his feet over the balls and picking them up with his hand.

- As the speakers start to pulsate, it gives off an energetic emotional feeling by the use of the up and down, jumping motion.

Review: Motion

Uses close-ups to filter out unnecessary information and focus on sensory perception.

Camera angles and dark scheme force the viewer to really focus on the sound and motion of the commercial. 5 is the gum to “stimulate the senses”. The angles focus on touch, sight, and sound because we can’t taste or smell the commercial.

Review: Context