Research: Commercial conventions and codes

 My group is doing an Extra Gum commercial.


  • Music is included, often with an upbeat mood. 

  • The commercials send a positive message.

  • There are not usually any words said.

  • The commercial ends with the phrase “Give Extra, Get Extra”


  1. In the commercials, there often is a tracking shot used to follow a character in a scene. In the background, there is usually the Extra Gum. This shows that it is an Extra commercial. 

  2. In Extra commercials they try to tell a story with their product uniting characters. They don’t just show the product outright.

  3. Two-shots and three shots are commonly used. One character often is holding the gum while the other(s) are on the side. 

    EXTRA Spearmint Sugarfree Gum, 35CT - CVS PharmacyExtra Gum

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