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Creativity and Persuasion in Advertising Spots: Mirela IONIŢĂ

This document discusses creativity and persuasion in advertising spots. It begins by stating that advertising spots are brief cinematographic messages meant to persuade consumers. While originating from economic needs, advertising spots involve artistic and technical means to creatively convey persuasive messages in a professional manner. The introduction notes that spots must be simple, effective, and include rigorous combinations of text, sound, images, and motion to catch viewers' attention and change their behavior despite only lasting 15-60 seconds.

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41 views1 page

Creativity and Persuasion in Advertising Spots: Mirela IONIŢĂ

This document discusses creativity and persuasion in advertising spots. It begins by stating that advertising spots are brief cinematographic messages meant to persuade consumers. While originating from economic needs, advertising spots involve artistic and technical means to creatively convey persuasive messages in a professional manner. The introduction notes that spots must be simple, effective, and include rigorous combinations of text, sound, images, and motion to catch viewers' attention and change their behavior despite only lasting 15-60 seconds.

Uploaded by

RGARCIA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CREATIVITY AND PERSUASION IN ADVERTISING SPOTS

Mirela IONIŢĂ
Associate professor, Ph.D, National Defense University "Carol I", Bucharest
[email protected]

Veronica PĂSTAE
Lecturer, Ph.D, National Defense University "Carol I", Bucharest
[email protected]

Abstract: Advertising spots render persuasive messages in brief cinematographic forms. Sprung from economic
needs, commercials involve the use of artistic and technical means, creativity and professionalism. The
popularity of this artistic product is proportional to its economic impact. In the present article we shall expand
on the characteristics of advertising spots as rigorous combinations of text, sound, image and motion, designed
to catch the attention of the viewer and change their behavior.

Key Words: Advertising, Commercials, Video Spot

Introduction
Advertising spots are meant to persuade consumers by cinematographic means and
consist of a brief announcement, usually between 15 and 60 seconds. An advertising spot is a
short, but powerful audiovisual product. Often known as a “video clips”, advertising spots are
the commonest form of televised advertising and have become a popular format mainly for
financial reasons.
Spots must be simple and effective because advertising costs a lot of money.
The format of an advertising spot should include a rigorous combination of text, sound, image
and motion. The video must convey the significant message in a several frames, with few
explanations or details. The information must be rendered in a synthetic, yet attractive
manner, should take little time and few means, but still catch the eye of a viewer who is
uninterested or even annoyed by the commercial breaks that disrupt the flow of shows or live
events.
However, despite its short format, the TV advertising spot is a complex product which
requires both creativity and expertise, involving financial, artistic and technical factors.

What is a video spot?


We shall start by discussing the content, object and purpose of a video spot. Therefore,
the video spot is used almost exclusively in advertising, for presentations and commercials,
which explains its common name: advertising spot. The video spot represents a brief
audiovisual advertising message, a commercial film lasting between 15 and 60 seconds,
transposed on film or video, whose purpose is to promote a company or to popularize a
product, a service or an idea. One aspect which influences the form, content and quality of an
advertising spot is the fact that the spot is produced at a client’s request and, consequently, it
must meet the client’s needs and standards.
Technically speaking, the spot is a type of videoclip. The video clip is a short movie
with an artistic or advertising character. However, the audiovisual industry tends to use the
video clip designation for music videos. In showbiz, the launching of a new song is
accompanied by a video clip, thus, not all video clips are commercials.

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