Research Blog: Commercial Conventions

 

I am planning to do a Vans sneaker commercial for my project. Typically, there are clips of people skating in their commercials, since skating is the main purpose of Vans. Most people buy Vans, because they are the better option to skate with. They are designed with soles that help with grip, and they typically last longer. Most of the actors in Vans commercials either skate to travel some place, do different types of skate tricks, or even just skating with a group of friends. 

• Some costumes that are usually found in these commercials are baggy clothes, such as cargo pants, baggy jeans, graphic tees, flannels, and obviously Vans. Accessories are also a major part of the costume, like beanies, bucket hats, chain necklaces, waist chains/ chain belts, and big rings. 
• There aren't really much props in Vans commercials, based on my research. The one common prop throughout all the commercials are skateboards (both park boards and longboards), mainly to highlight its main use. In some commercials, they pull out the shoes out of a Vans shoebox.
• The settings for the commercials are usually a public place. Some common places throughout the commercials are public parks, roads in residential neighborhoods, and skate parks. Generally, it is someplace where skaters can do tricks and cruise around in a group.
• An important aspect of the commercials is the close-up on the actual sneaker. Whether the actor is running, skating, or standing still, the audience needs to have a good view of the shoe. Some commercials present the different styles and new series of Vans. The end of the commercial also has a big Vans symbol in the middle of the scene, and sometimes with a slogan: 
• Off the Wall
• Ride with Style  
• The score of Vans commercials is generally loud, rock-type sounds to engage the audience. The rock music is used to make the product seem exciting and cool. This helps persuade the audience to buy the shoes, because it puts the viewer in an energetic mood.