Table 3.2 Taco Bell Commercial Découpage

This 15-second commercial for Taco Bell was broadcast on cable-TV network, Comedy Central on 14 June 2008, during Reno 911. It contains 24 shots, with an average shot length of .6 seconds (18 frames) and a median shot length of .52 seconds (15.5 frames).

Because the shots in this commercial are so short, we have indicated their lengths in number of frames. (Video, in the US, contains 30 frames per second.)

Shot Number, Scale & Length Figure Sound Action/Camera movement
1
long shot
11 frames
click to enlarge
Figure 3.22
No dialogue. Music, with lyrics, throughout. All shots are handheld.
2
close-up
20 frames
click to enlarge
Figure 3.23
   
3
close-up
33 frames
click to enlarge
Figure 3.24
  Pull focus to...
  click to enlarge
Figure 3.25
   

4
medium close-up
19 frames

click to enlarge
Figure 3.26
   

5
medium shot
24 frames

click to enlarge
Figure 3.27
   
Additional Shots
15
close-up
13 frames
click to enlarge
Figure 3.28
   
20
long shot
29 frames
click to enlarge
Figure 3.29
   

THE AUTHOR

Jeremy Butler has written about television style for over thirty years, publishing in ScreenCinema JournalThe Journal of Popular Film and Video, and Jump Cut. His textbook, Television, contains the most comprehensive overview of style in television studies. He has taught television, film, and new media at the University of Alabama since 1980.

GET IN TOUCH

Jeremy Butler
JCM Department
Box 870172
The University of Alabama
Tuscaloosa, AL 35487
jgbutler@gmail.com
Television Style cover