Interpretations of Television Aesthetics: A Mise-En-Scene Analysis in Audio-Visual Coca-Cola Commercials
Keywords:
audio-visual commercials, cinematic expressions, television aesthetics, visualsAbstract
The use of visuals in cinematic expressions is an important piece in transcending messages to the audience. The extant literature reveals that, visuals are used to deliberately construct moods in cinematic expressions and draw the audience to the storyline of a scene. Their use also reveal the setting of the commercial, identify the personality and status of characters, and reveal the type of society where the story occurs. This article focused on content analysis on a sample of twelve audio-visual Coca-Cola commercials, identified through convenience sampling from YouTube. The article examined how visuals are used in cinematic expressions, and how they act as conveyors of meaning beyond their aesthetic touch in the art of television advertising. The findings indicated that the audio-video Coca-Cola commercials rely on a combination of visual image and sound to create constellations of signifiers that encourage audiences to identify with characters featured taking Coke drinks, as they exhibit excitement and enthusiasms. The visuals play a role in putting before the ears and eyes of the audience, realistic images of mediated reality. This article concluded that visual elements help embolden the images of mediated reality in audio-visual expressions.
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