40 ANALYSING A VIDEO COMMERCIAL A video commercial is a type of short advertisement broadcast on television, streaming services, social media platforms, or other digital channels to promote a company s mission, product, or service in an appealing way to attract potential customers. Famous directors or actors taking part in a commercial are called image-bait. Signature characters or themes repeated over time in different situations and contexts over different commercials fortify the audience s connection with a brand. Storytelling exploits the ability to narrate a product, a company, a person, or a situation to bring out a story that touches the hearts and minds of people. bait: esca innuendo: doppio senso mood: umore slot: arco temporale tenderness: tenerezza voice-over: voce fuoricampo 88 A commercial consists of three main elements: images, which can influence the viewers, persuading them to buy the product and offering a model of life that associates the product with wellbeing or success; music, which associates feelings with the product; words, which present the product and repeat its name and brand. The time slot in which commercials are broadcast and the programmes in which they are inserted are equally important. Features of a video commercial Below is a brief list of all the various elements to take into consideration when analysing a video commercial. Media channel, for example TV, the Internet, etc. Duration. Product or service advertised. Setting (place and time). Protagonists, for example celebrities, known characters, unknown or ordinary people . Description. Music, for example specially composed, popular, jingle, old, modern, etc. MArKeting And Advertising Key concepts, for example authenticity, tradition, elegance, success, progress, freedom, tenderness, well-being, etc. Main code: music, images, or words. Type and purpose, for example promotional, non-profit, educational, informative, comparative Language and style, for example formal or informal, monologue, dialogue or voice-over, use of linguistic devices, etc. Specific features, for example, predominant colours. Technique, for example the use of storytelling , special effects, provocation, innuendo, etc. Claim. Call to action. Atmosphere/mood. Beliefs and emotions the commercial is meant to appeal to. Target audience, for example children, teenagers, women, men, seniors, the whole family, etc. General judgement: is the message clear? Are music and video coherent? Is the brand recognisable? Why have those words, images or pictures been used? Etc.