Lights, Camera, Election: Film terms to help you understand the political ads you see on TV
It’s election season, and that means every other ad you see on TV, YouTube, or your social media is political.
Whether you’re a campaign staffer, a political organization member, or a voter, chances are you have had some involvement with political advertising, either as the creator or the audience. Especially during election season, the media landscape is filled with candidates asking for your support.
As with all political ads around us this time of year, media literacy becomes all the more important. And you might not realize all the ways that political ads are using their visual messaging to make you feel a certain way.
But don’t worry, we’ve got your back! Today, we’re breaking down some essential film terms that will help you understand what you see and how it’s produced. Let’s roll!
What is the connection between film and political campaigning?
Videos are everywhere in the modern political world, and having a working knowledge of basic film terminology can go a long way.
If you work in politics, knowing basic film terminology and its purposes can help you hone your visual messaging in the vast world of political communications. A political ad running on TV (or social media) needs a professional who can properly express the campaign’s vision. A TikTok or Instagram reel can be elevated with proper attention to the right elements. A video announcement from your candidate or organization can look that much stronger in the right lighting and set. At the very least, if you work on a campaign, while the candidate makes various media appearances across their district, it’s nice to know the basics of what film crews do and why they might do it.
As a member of the general public, knowing your film basics will help you parse through the many ads you see and why they make you feel the way they do, so you can become more media literate and informed.
What are the basic types of film terminology?
When making and analyzing films, there are four general buckets of terminology. These are:
Mise-en-scène: French for “placing on stage,” this term refers to everything that you see onscreen. This includes costuming, actor and character movement, set design, lighting, and props.
Cinematography: Cinematography refers to visual elements that do not appear onscreen. Think camera angles, framing, focus, and movement.
Sound: Self-explanatory, sound refers to what you can hear. This includes dialogue, music, and sound effects (when sound effects are dubbed in, these are referred to as Foley effects).
Editing: Editing is a major part of post-production and includes additions of filters, order of shots, and cutting the film in the right order.
What do you need to outline a political advertisement?
The outline happens pre-production, or before the campaign starts shooting the advertisement. Two key terms here are:
Storyboard: Think of a storyboard as a comic strip for your ad. It’s a sequence of drawings that represent each shot planned for your commercial. Storyboards are crucial for planning out the visual narrative and ensuring that everyone on your team is on the same page.
Shot List: This is a detailed list of every shot you plan to capture during filming (a shot is one video sequence). It includes descriptions of each shot, the type of shot (more on that later), and any specific notes for the director and crew.
What are some basic types of shots in film?
Close-Up (CU): A close-up shot focuses on a subject’s face, capturing their emotions in detail. This shot is powerful for conveying sincerity and connecting with viewers on a personal level. Use close-ups when your candidate is delivering a heartfelt message or sharing a personal story.
Medium Shot (MS): This shot typically frames the subject from the waist up. It’s a great way to capture both the subject’s expressions and some of their surroundings, striking a balance between detail and context. Medium shots are perfect for interviews and casual interactions.
Wide Shot (WS): Also known as a long shot, this captures the subject within a broader environment. It’s useful for establishing context and showing the candidate in a specific setting, like a community center or a rally. Wide shots are essential for setting the scene and giving viewers a sense of place.
What are the basic types of camera movement?
Pan: This is a horizontal camera movement with a pivot motion. Panning is great for following a subject’s movement or revealing a larger scene. It’s often used in rally scenes to show the energy and scale of the event.
Tilt: A tilt is the vertical version of a pan. The camera pivots up or down, and, like a pan, is used to establish scale. You can use this shot either as a transition or to establish context, for example when positioned in front of a large building.
Zoom: Zooming in or out changes the frame from a wide shot to a close-up or vice versa. Zooms can be used to draw attention to specific details or to show the audience the broader context.
Dolly: This involves the camera physically moving along a track or dolly, creating smooth movement. Dolly shots can add a cinematic quality to your ad and are perfect for dynamic scenes where you want to follow your candidate through a crowd or along a street.
What are some basic elements of sound in film?
Voiceover (VO): A voiceover is a narration added over the video, often used to provide context, share a message, or add emotional weight. A strong, clear voiceover can tie your ad together and reinforce your candidate’s message.
Background music: Like the name suggests, this refers to music played in the background that is meant to accompany the video but not meant to be a sonic focus. Note that in broad terms, this may include a soundtrack (a collection of songs in a film) or a score (original music composed for a film), but those two terms have different meanings.
Diegetic (and non-diegetic): Diegetic sound takes place in the world of the film (e.g. dialogue, music that a character listens to, or sound effects). Non-diegetic means it’s taking place out of the film context (e.g. background music). To make it simple, diegetic sound is what characters can hear, and non-diegetic sound is what the character can’t hear.
What are some editing terms for political ads?
B-Roll: B-roll is supplementary footage that can be used to support the main shots (A-roll). This can include crowd reactions, scenic shots, or any relevant visuals. B-roll is essential for covering cuts and adding visual interest, ensuring your ad is dynamic and engaging.
Cutaway: A cutaway shot interrupts the main action to show something else, usually related to the main subject. This technique can provide additional context, highlight reactions, or emphasize a point. Cutaways are particularly useful in keeping the viewer’s attention and adding layers to your narrative.
Transition: A transition is how one shot moves to the next one. The most common transition is a cut (moving from one shot to another with no effects), but there are many others. Some include fades, wipes, or dissolves.
Now that you’re armed with these key film terms, you’re ready to face the flood of our political media landscape. Remember, the best advertisements create a compelling visual story that resonates with voters and effectively communicates the candidate’s message. By understanding these basics, you’ll have one more tool in your arsenal this election season.
Campaigns: want to learn how to more effectively tell stories with political ads? Check out our Ads course in SOAR Academy for more!