Video Text Alternative: The Power of Advertising

To view the original video, please go to http://www.nichd.nih.gov/msy/materials/Pages/individual.aspx#dvd_seg_8

Video/ Graphics Audio
Black screen followed by flash of light, simulating television screen turning on. [SOUND]: Static from a television screen followed by sound of television turning off.
TV commercial clip for Kraft macaroni and cheese spirals Ad voice-over: Get a thrill from the cheesiest with Kraft Mac and Cheese Spirals.

[COMMERCIAL JINGLE]

Dragon in commercial: Cheesy.
Screen goes black, simulating television screen turning off [SOUND]: Static from a television screen followed by sound of television turning off.

[MUSIC OUT]
Clip of Gatorade TV commercial; text reads: "Introducing the G Series" [GATORADE JINGLE]: If you want a revolution, the only solution: evolve
Screen goes black, simulating television screen turning off [SOUND]: Static from a television screen followed by sound of television turning off.

[MUSIC OUT]
Clip of Air Hogs Hawk Eye TV commercial [COMMERCIAL JINGLE]

Ad voice-over: The Air Hogs Hawk Eye, batteries not included. Ask your parents before going online.
Screen goes black, simulating television screen turning off [SOUND]: Static from a television screen followed by sound of television turning off.

[MUSIC OUT]
Clip of glitzy pets by Stride Rite TV commercial [MUSIC IN]
David talks on camera; "David" text appears on screen David: Advertising is trying to get people to buy what they're selling.
Number countdown on TV commercial

Clip of Jell-O television commercial

Animated girl hits shuttlecock

Clip of Skechers shoes TV commercial

Clip of cereal commercial shows cereal dispersing
 
David talks on camera [MUSIC IN, OLD-TIME MUSIC FROM 1950S TV SHOW]

David: A long time ago, it was a lot more straightforward.

You'd have someone stand up in front of the television camera and say, "Please, go buy my soap."
Clip of old black and white Ajax cleanser TV commercial with three elves Ajax elf: Ajax cuts grease faster than any other leading cleanser.
David talks on camera David: It was pretty straightforward, just come buy our things, here we are.
Clip of old black and white Jell-O pudding TV commercial Ad voice-over: New Jell-O Instant Puddings are at your grocers now. Stock up.
David talks on camera David: These days, advertising can take all sorts of different shapes and be in all sorts of places where they're not so easy to notice, but they're still very effective.
Taco Bell billboard

Girl looks at laptop screen

Coca-Cola website on computer screen

Lego games website on computer screen
[MUSIC IN, MODERN, HIP HOP BEAT]

[SOUND] Click of computer key

[SOUND] Video game.
Screen goes black, simulating television screen turning off [SOUND]: Static from a television screen followed by sound of television turning off.

[MUSIC OUT]
Christina talks on camera; "Christina" text appears on screen

Ads on Facebook

Christina talks on camera
[MUSIC IN]

Christina: They're becoming a little sneakier. When you get onto Facebook, there are ads all down the side, and you might not even realize that you read an ad that you did.
Screen goes black, simulating television screen turning off [SOUND]: Static from a television screen followed by sound of television turning off

[MUSIC OUT]
Angel talks on camera

KFC signage

Camera pans street showing restaurant signage; Subway storefront
[MUSIC IN]

Angel: It's part of your atmosphere and your surroundings. You're watching your cartoons and the commercial break's coming on, or your cartoon is sponsored by someone.
Clip of Nickelodeon TV show sponsorship shows image of frosted Cheerios and Burger King logo Ad voice-over: Brought to you by Burger King and Nick.
Christina talks on camera

Cereal box with SpongeBob Squarepants on front of box
Christina: No one in the real world is gonna sit down and say, "You bought that cereal because that cartoon character was on the cover."
Screen goes black, simulating television screen turning off [SOUND]: Static from a television screen followed by sound of television turning off

[MUSIC OUT]
David talks on camera [MUSIC IN]

David: Advertising has become very scientific, very artistic, incredibly sophisticated.
Clip of Gatorade X-factor TV commercial [SOUND] Hard rock music from Gatorade commercial
Boy talks to another boy in TV commercial for Sonic [COMMERCIAL JINGLE]
Amy talks on camera; "Amy" text appears on screen Amy: They really target the kids.
Barbara talks on camera; "Barbara" text appears on screen

Clip of Sonic TV commercial shows different colored flavors of Sonic slushies
Barbara: They might use bright colors. They might use really fun, animated characters.
Clip of Trix cereal TV commercial with animation Ad boy voice-over: Silly rabbit, Trix are for kids.

[SOUND] Commercial sound effects
Julia, youth participant, talks on camera; "Julia" text appears on screen Julia: They use like--this like catchy music and get your attention . . .
Clip of Skip It ribbon streamer TV commercial [COMMERCIAL JINGLE]

Ad children: Go skip it, uh-uh, go skip it, uh-uh.
Julia talks on camera Julia: . . . and then it's supposed to be like funny humor. . . 
Clip of Fruit of the Loom TV commercial; man in apple costume playing piano while singing; man in grape costume playing guitar; man walking in desert [FRUIT OF THE LOOM COMMERCIAL MUSIC]

Ad man sings: . . . these sweat trunks are mostly bluish green.
Julia talks on camera Julia: . . . and then you wanna watch more and more. . . 
Clip of Reebok TV commercial; 1970s era police detectives run down bird mascot and put him into cop car; jump out in front of bomb explosion [REEBOK COMMERCIAL MUSIC]
Julia talks on camera Julia: . . . and then they have the hook.
Clip of Go-Gurt TV commercial Ad boy voice-over: There's a free song in every Go-Gurt box.
Brittany, youth participant, talks on camera Brittany: They show you how good the food is.
Clip of Subway TV commercial [SUBWAY COMMERCIAL MUSIC]

Subway ad voice-over: Subway. Eat fresh.
Brannen talks on camera Brannen: They make you happy and smile.
Screen goes black, simulating television screen turning off [SOUND]: Static from a television screen followed by sound of television turning off

[MUSIC OUT]
Brittany, youth participant, talks on camera; "Brittany" text appears on screen [MUSIC IN]

Brittany: They have a jingle.
Clip of Pokémon game television commercial; crowd waves their hands; people parade down street [POKÉMON COMMERCIAL JINGLE]

Ad voice-over: Who will save the Pokémon?

Crowd sings: Gotta save him. Gotta save 'em all.
Bea, youth participant, talks on camera; "Bea" text appears on screen Bea: They just find stuff that kids would like.
Clip of the Muppets featured in Pizza Hut TV commercial [PIZZA HUT COMMERCIAL MUSIC]

Miss Piggy: I got the new Four For All.

Muppets: Wow!
Margie, facilitator, talks on camera Margie: Just because of what they see on TV, they think that's what they should be eating for a snack.
Girl's hand pressing buttons on TV remote control

Girls sit on bed watching television

Girl holds remote control and watches television
Barbara: It's showing them an array of products that they might be tempted to buy.
Clip of Cap'n crunch TV commercial Cap'n Crunch: You want Choco Donuts.
Clip of Sour Patch kids TV commercial Commercial voice-over: Sour, sweet, gone.
Clip of Kool-Aid TV commercial Kool-Aid pitcher and kids: Oh, yeah!
Clip of Coca-Cola TV commercial; reads: "open happiness" [COCA-COLA COMMERCIAL MUSIC]
Clip of Samsung Galaxy phone TV commercial Commercial voice-over: That's the wonder of Samsung.
Screen goes black, simulating television screen turning off [SOUND]: Static from a television screen followed by sound of television turning off

[MUSIC OUT]
David talks on camera

Youth feet wearing DC sneakers

Shot of girl's Red Sox t-shirt

Clip of Capri-Sun TV commercial; text on screen reads: "Respect the Punch" slogan

Clip of Target TV commercial; reads: "Life's a Moving Target. Expect more. Play less" slogan

Clip of Frosted Flakes TV commercial; black screen shows logo and web address, frostedflakes.com
[MUSIC IN] David: Products can be advertised in countless subtle ways.
Clip of Nike shoes TV commercial with Nike swoosh logo visible on side of shoe

McDonald's ad with logo and slogan, "I'm lovin' it"

Clip of Pepsi TV commercial with Pepsi logo and slogan, "it's the cola"
David: Logos that don't say the name of the company.
David talks on camera

Clip of will smith in movie; will holds up his leg and displays his converse all-star shoe

Clip of Mall Cop movie shows actors in a mall; Coca-Cola and Dasani vending machines are visible in the background

On screen arrows point to vending machines
David: Product placement in television programming or movies. If you can see the name, that manufacturer has pointedly paid that movie production company to put their product in there.
Clip of diet Snapple TV commercial; man talks to Tina Fey

Tina Fey talks; holds up bottle of Diet Snapple
Man in commercial: This is diet Snapple?

Tina Fey: I know. It tastes just like regular Snapple, doesn't it?
David talks on camera David: You don't directly associate it with advertising. . . 
Clip of Teenage Mutant Ninja Turtles movie; pizza boy wearing domino's uniform and carrying domino's pizza box in his hand looks around

Pizza boy steps back, startled

Michelangelo talks in movie clip

$10 bill waving through grate for domino's pizza
Michelangelo: Times up. Three bucks off.
Pizza boy grabs money and steps back Pizza boy: You . . . give me that.
David talks on camera David:. . . you're watching a movie.
Clip of Wayne's World movie; Mike Myers talks while holding open pizza hut box; takes out piece of pizza from box and smiles as if recording television endorsement commercial Mike Myers: I will not bow to any sponsors.
Screen goes black, simulating television screen turning off [MUSIC OUT]

[SOUND]: Static from a television screen followed by sound of television turning off
Clip of Danimals TV commercial

Clip of Burger King TV commercial; girl band plays on stage

Girl with guitar performs in front of drum set with Burger King logo
 
David talks on camera

Popeye's storefront signage

Clip of Doritos Rollitos TV commercial

Clip of Checkers TV commercial; guy bites into Checkers hamburger; text reads: "You Gotta Eat!"

Clip of Pepsi TV commercial; man drinks from Pepsi can

Clip of Trix Yogurt TV commercial; text reads: "New Berry Flavors"

McDonald's ad on bus stop poster; text reads: "Must. Eat. Now."

Camera focuses in on text
[MUSIC IN]

David: I think what's interesting about advertising and its relationship to our health is that it's something we really don't think about very much. I mean who would sit down and say, "Hey, you know, advertising really affects my health." But it does!
Clip of Cocoa Puffs TV commercial Ad voice-over: A chocolate-y part of a good breakfast.
Clip of Sour Punch candy straws TV commercial

Clip of Jell-O TV commercial

Clip of cookie commercial; cookie emerges out of vat of chocolate
 
Barbara talks on camera; "Barbara" text appears on screen

Girls lay on bed watching television
Barbara: It's a product that you're being sold, and the products sometimes are full of fat and full of sugar.
David talks on camera David: You are going to receive so many messages. You have to intelligently decipher them, sift through them, and make your decisions.
Girl in green shirt with headphones listens to her iPod shuffle outside

Girl's hand holding iPod shuffle

Ad for Harry Potter movie on side of bus

Clip of TV commercial reads: "New 'n' Tasty" in lettering that changes color

Clip of Honey Nut Cheerios cereal commercial

Clip of Fruit by the Foot television commercial

PlayStation portable menu on TV screen
 
Clip of Energizer battery TV commercial [MUSIC OUT]

[SOUND] Energizer bu nny drumbeat

Ad voice-over: Do you have the bunny inside?
Clip of "got milk?" TV commercial; text reads: "got milk?" Written in milk on screen; animated straw sucks up letters [SOUND] Straw slurping up liquid