Research Blog

My group is doing a commercial on Paper Mate InkJoy Gel Pens. In office supply commercials, the audience usually sees the office supplies in use. In our case, we will need to show something being written with the pens.

  •  The costumes shown are usually business casual attire such as dress shirts, slacks, cardigans, and ties or just school-appropriate clothes such as jeans and t-shirts.
  • Props can be backpacks, papers, notebooks, folders, binders, crayons, and most importantly, the InkJoy pens.
  • The actors usually appear blissful and excited as they bear a smile.
  • The commercials usually have very upbeat music that is meant to get you excited to go back to school or back to work.

  1. Conventions and Codes in Inkjoy commercials include the brand name with the dual hearts ALWAYS shown. The brand name is the logo of the product so it is unlikely that you would find a commercial without it.
  2. In the commercials, the pens are always angled so that the logo is shown towards the camera. The pens are usually clicked as well so that the tip is out.
  3. Another thing that is almost all InkJoy pen commercials is a variety of different colored pens. Whether it be drawings or just showcasing the pack, a variety of colors are mentioned.
  4. The commercials are emotionally appealing including ethos. There is always a clip of something being written and then smear tested. This is to prove that the pens dry quickly and that they are trustworthy.  
  5. Another emotional appeal is the use of pathos. The commercials ALWAYS include upbeat and happy fast-paced music to create a correlation that using the pens makes you happy. Hence the name InkJoy. The pens are meant to bring you joy with everything that you write.












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