Why Lighting is Important in Television Advertising

In today's digital age, the popularity of TV advertising may seem surprising. However, research by eMarketer reveals that spending on TV ads is still growing, despite the rise of digital platforms. With TV reaching 87% of American adults over 18, it's no wonder that many business owners consider it a primary advertising focus.

In order to make the most of your TV ads, it's important to consider every aspect of production. While you may be tempted to cut corners to save money, one aspect you should never compromise on is lighting. Here's why:

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Indicate Quality

Although viewers may not consciously notice lighting, they spend an average of over five hours watching TV daily. With thousands of hours of experience, they can instantly discern the difference between high and low-quality commercials. The amount of artificial light used is a crucial giveaway. Too much or too little light can make your commercial appear low-quality, leaving viewers with a negative perception of your brand.

Set the Mood

Lighting plays a significant role in influencing mood, affecting behavior from shopping to office work. Different types of TV commercials require different lighting techniques to create the desired atmosphere. Whether you want to create a realistic, documentary feel, feature a talking head, or develop a series with recurring characters, lighting is essential. The intensity, color, and dispersion of light, along with the positioning of lights, can transform the mood of your commercial from drama to nostalgia.

Draw Attention to Your Products

Like a spotlight on a stage, lighting emphasizes the most important element on screen - your product. It not only directs viewers' attention but also makes your product more visually appealing. Each product requires specific lighting techniques. For example, fast-food commercials use filters to make burgers look irresistible. Jewelry ads utilize side lighting to create a sense of depth, while beer bottles are often backlit to showcase their contents. The main goal is to focus viewers' attention on the product itself.

Make Your Actors Shine

Lighting talent presents its own set of challenges. When lighting actors, factors such as their skin and hair color should be considered. Warm, soft lighting is usually flattering, particularly for fashion or beauty ads. However, even if you haven't cast supermodels, it's important to ensure your actors are lit in a way that doesn't distract from the product or message you're advertising. Unless you're aiming for a realistic documentary style, a harsher light might be more suitable to create a desired effect.

Ensure Continuity

Filming a short commercial can take hours. If you rely solely on natural light, even indoors, the angle and intensity of sunlight can change from one frame to the next, causing inconsistencies in the visuals. While viewers may not consciously notice these changes, they can reflect poorly on your brand's professionalism. By using high-quality artificial lighting, you can maintain a seamless look throughout your ad.

Convey Time, Place, and Credibility

Suppose your commercial is set on a city street at night. To convey this setting effectively, you would light the scene from above with an orange filter, simulating the glow of sodium street lights. Combined with other production elements like sound and camera work, lighting helps viewers believe in the scene you're creating. When viewers believe in your scene, they are more likely to trust the message you're conveying.

Conclusion

Lighting is often overlooked but is a crucial element in creating a professional and believable TV advertising campaign. From indicating quality and setting the mood to emphasizing products and actors, lighting plays a vital role in captivating viewers and leaving a lasting impression. Invest in lighting, and watch your TV ads shine.

Frequently Asked Questions

Q: Can viewers consciously notice the difference in lighting quality?
A: Viewers may not consciously notice lighting quality, but after thousands of hours of TV watching, they can quickly discern the difference between high and low-quality lighting.

Q: How does lighting affect the mood of a TV commercial?
A: Different lighting techniques can create various moods in a TV commercial, ranging from realistic and documentary-like to nostalgic or dramatic.

Q: Why is lighting important for product advertising?
A: Lighting emphasizes the product and makes it more visually appealing. Each product requires specific lighting techniques to showcase its features effectively.

Q: How does lighting affect actors in TV commercials?
A: Lighting can flatter actors' appearances, particularly for fashion or beauty ads. The right lighting ensures actors are showcased without distracting viewers from the product or message.

Q: Why is continuity important in TV advertising?
A: Continuity ensures a seamless look and professional impression. Artificial lighting helps maintain consistency in visuals throughout the commercial.

Q: How does lighting contribute to conveying time, place, and credibility in TV ads?
A: Lighting, combined with other production elements, creates a believable setting for the viewers, allowing them to trust the scene and, consequently, the advertised message.