Exercise 11.3

• What visual effects are used to define location?

There's a table, a lamp, a centerpiece, some cabinets, and some shelving. There is also an island. All of this is showing a normal, American kitchen.

• What sound effects are used to define action?

There are twins speaking, some parts in unison and some parts individually. There is also a ding from the ovens, a jiggle-y noise from the pans hitting the racks inside the ovens, the sounds of the doors shutting, and some music at the very end playing under the narrator.

• What type of format is used?

It is a slice of life format. It shows two girls disliking their new ovens, and it also shows their mother, who likes the oven. It also promotes the oven because it shows it in action, and making food "perfect[ly]."

• Write a brief synopsis of the ad (three or four sentences at most).

There are twin girls sassing an oven, which is actually two ovens. Then, their mom comes in and takes the "perfect" food out. She expresses her love of the ovens, then leaves. After that, the two girls glare at the oven, flip their hair, and walk out.

• What is the target market of the ad?

The target market is most likely busy mothers. The mother portrayed is only part of the ad for a few seconds. She is shown rushing in and then rushing back out, which implies that she's in a hurry.

• What benefits are offered by the ad?

The benefits offered are that the oven can "do two things at once" and that it can do it well. It seems to be helpful, especially to the rushing mother.

• Is there a call to action in the ad?

There is not a definite call to action, but the ad mentions Ikea at the end. It also flashes the Ikea website, which seems to suggest that viewers should check that out.

The commercial can be found here.