Research Blog

My partner and I are doing a pen commercial, specifically for Joy Ink. The commercials always have at least one shot of the pen and are usually somewhat fantastical and humorous.  

-People are usually in a professional setting (school or work(an office most of the time.)). In these settings, writing can be extremely important.  

-These commercials are lighthearted, entertaining, eye-catching, and create a feeling of happiness surrounding these pens.  

-Costumes range from casual to business attire. Physical appearance varies heavily.  

-Use of non-diegetic sound, like voiceovers (usually explaining something special about the pen or just emphasizing positive features)  

-Soundtrack is light and fun to go with the mood.  

-A focus on pathos and logos by describing the various features of the pen 

Conventions-  

-Focus on the writing and features pen contains 

-Commercials are light-hearted with a touch of humor in some, no serious or dark topics 

-What exactly is the special feature that the pen has 

-Some sort of explanation of the special features  

-Close shots of the pen itself, sometimes in action 

-Hyperbole and imaginative imagery/descriptions