Chapter 3 covers mise-en-scène, specifically examining Sets and Settings, Blocking and Direct Address, Special Effects, and Animation: all that the frame contains within its physical and visible parameters to create signifying, ideologically imbued images. As the commercial’s mise-en-scène invokes the familiar, the shock of the unfamiliar, or even the convergence of the two, it establishes a sense of product differentiation in a highly competitive market for the television audience.
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