Video effects can really bring a TV spot to life. It is important to capture and maintain the viewers’ attention to ensure the message of the commercial is understood. Here are the most commonly used and most beneficial video effects.
1. Optical Flares- Optical flares, also referred to as lens flares, create a “flashy” look to text on the screen. This look draws viewers’ attention and highlights important information. For example, in a car dealership spot, optical flares may be used when there is text about pricing or financing because they are key focal points in the spot.
2. Drop Shadows- Drop shadowing is used to generate depth in text and graphics. It separates the text from the background by creating the shadow of the text or graphic, which helps to eliminate difficulty when reading the text in front of background images.
3. Gradient- Another way to create depth in text or graphics is with the gradient effect. This effect will make the text look 3D by feathering out different shades of a color. You can go from a lighter shade to a darker shade or vice versa.
4. Compositing- Compositing is when you combine multiple elements, (i.e. Text, green screen footage, b-roll footage, logos, etc.) into one coherent video.
Equally combining all of these effects will create an eye-catching spot that captivates viewers’ attention. However, using too many of these effects could damage the overall appeal of the commercial and distract viewers away from important information.
Michelle Ortendahl and Ashley Roberts
Interns, Propulsion Media Labs
Communication Studies, West Chester University and La Salle University
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