The Tech Firms Changing TV Advertising in 2018
The viewer’s evaluation of a film is often an assessment of the quality of the cinematography and the same is true for TV commercials. It is actually very difficult to tell when a cinematographer has made an astounding accomplishment. This is so largely because cinematographic results generally look wonderful to the untrained eye.
In most situations, the professional cinematographer and gaffers, using a full range of lighting equipment, Steadycam, dollies and cranes can make a beautiful image relatively easily. In short, a pretty shot is not necessarily “good cinematography” in and of itself.
Actors are trained to model before a lens and with precise repetition and the wide range of available stunt persons, dancers, and movement specialists of all kinds makes it possible with relative ease to execute a fluid, focused, well-composed, harmonious, and professionally efficient picture that shows off exciting, dramatically engaging subject matter.
Good cinematography and the colour palette used can create mood, tone of voice and evoke the desired emotions in the viewer. Think how Spielberg, Tarantino and Baz Luhrmann use different styles of cinematography to create a tone of voice for their movies, all adding greatly to the viewing experience. Great recent examples have been the Oscar winning ‘Birdman’ and Mike Leigh’s ‘Mr Turner’. The same is true for TV commercials. Good cinematography can help position a brand, create a tone of voice and evoke the desired emotions to help stimulate buying behaviour. Think Coca Cola, BMW, British Airways. Consistent, top quality cinematography, tone of voice and styling help build a brand and sales will follow.
Unfortunately for every BMW and British Airways commercial there are numerous examples where brands get it horribly wrong. Inconsistent cinematography, messaging and tone of voice detract from the brand, confuse the viewer (potential buyer) and do not evoke the desired emotions necessary to stimulate a potential purchase. Think….mmm, best not go there!
Good cinematography can help your brand position itself in the market place, appeal to a specific (or new) target audience and sell more product. Add in a great idea, quality script and a production company and director that can make it happen and you’re on to a winner! (www.livingroom-uk.com)
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