Vans Commercial Conventions

Codes and conventions are used by many different companies as a marketing strategy in order to grab the attention of consumers and make their product seem more interesting. A code is a system of signs that are put together to create a meaning. An example of a code is a technical code which are camera techniques, framing,lighting, exposure etc. Another example of a code is a symbolic code which is a code that consists of objects, setting, body language, clothing, and color. Lastly, there are written codes which are headlines, captions, speech bubbles, and language styles.  Conventions are habits of doing things. In short, what people have come to expect. Examples of conventions are: Camera angle and shots, editing, lighting, sound, music, computer graphics, and special effects.

Vans uses codes and conventions in their commercials to make their shoes appear more appealing and pop out more to audiences. One example of this is one of their commercials that use a boy skateboarding at a skate park with vans on. In this commercial, different conventions. For example, in the commercial the boy is skateboarding and the shot changes to a wide angle shot of the boy skating. Another convention that was used in this commercial is when their is a tracking shot that tracked the boy skating to give the audience a better understanding to the boy's point of view. This use of convention make audiences see the shoes as more appealing and "cool"



We chose Vans because we have an interest in this brand of shoe. Now-a-days this type of shoe is very popular and has caught the eyes of others in the skateboard industry. We all love skateboarding and vans provide the perfect shoes to ride and do tricks. The company sponsors surf, snowboarding, BMX, and motocross teams. The company also has a Vans Warped Tour traveling rock festival that we all enjoy to watch.