Naked Science Forum

Non Life Sciences => Technology => Topic started by: Allan Scahill on 13/12/2008 19:45:43

Title: Why use wet roads when advertising cars?
Post by: Allan Scahill on 13/12/2008 19:45:43: Allan Scahill asked the Naked Scientists:

Why do TV advertisers show wet roads or pavements when showing commercials for cars? They also do this in some movie scenes? Does the wet pavements/roads add something to the scene?

Thank you

Allan Scahill

Medicine Hat, Alberta, Canada

What do you think?
Title: Why use wet roads when advertising cars?
Post by: RD on 13/12/2008 20:54:55: I'd not noticed this, but filming after rain would stop road dust obscuring rear views of the car.
Title: Why use wet roads when advertising cars?
Post by: lyner on 13/12/2008 21:32:29: Wet surfaces have more colour than (dusty) dry ones.Thet look nicer.
Title: Why use wet roads when advertising cars?
Post by: techmind on 14/12/2008 00:08:41: Wet roads are much darker. Lighting conditions in many ways are more contrasty (and greater colour saturation, by decreasing diffuse scattering off objects) after rain, and this can give a rather special photogenic quality to the light.

In more general terms, it is well known in imaging and photography that higher contrast gives greater perceived sharpness, and generally higher-impact pictures.
Title: Why use wet roads when advertising cars?
Post by: paul.fr on 14/12/2008 01:34:13: isn't part of the answer to show off the safety features?
Title: Why use wet roads when advertising cars?
Post by: JnA on 14/12/2008 11:11:49: Quote from: Paul. on 14/12/2008 01:34:13
isn't part of the answer to show off the safety features?

Yes, that was my initial thought as well. Driving in the wet is probably the most dangerous driving the majority of people do, so showing how well their car handles in these conditions stick in the consumers mind.

Though it is probably a nice bonus for them to have it more aesthetically pleasing.
Title: Why use wet roads when advertising cars?
Post by: Karsten on 04/01/2009 15:54:54: My brother is a camera man in Los Angeles, and he said that the roads (at least at night) are easier to film when wet. They actually make them wet if they are dry. When dry you don't see them on film. Don't know why they would do the same during day times though. Maybe to indicate high performance and visualize speed? The water vapor thrown up looks better than..., well, nothing.

Karsten
Title: Why use wet roads when advertising cars?
Post by: mistyB on 07/01/2009 21:43:53: I think I have seen both wet roads and desert roads. Usually when they are advertising trucks they are desert roads. And when it's a sports car it's a wet road in a more urban area. I think they just want to give you a sleek feel, or it could be to demonstrate traction?
Title: Re: Why use wet roads when advertising cars?
Post by: alishahessle on 25/05/2018 11:03:08: The wet road clears the road dirt and the road thus appears blacker. This accentuates the car against the road and when the photo is taken from certain angles, the reflection of car appears on the road. This looks jazzy.
Title: Re: Why use wet roads when advertising cars?
Post by: chris on 25/05/2018 12:44:14: It can add some "splashy" noises too, can't it, which can sound a bit more interesting than just tyres rolling along a bitumen surface...
Title: Re: Why use wet roads when advertising cars?
Post by: Paul.D on 29/06/2018 09:56:16: A wet road results in clearing the road dirt, dust and grime, its also highlights the blackness of the road. This accentuates the car against a clean and dark background, in some cases you will see the reflection of the car when it is seen from certain angles. Water and various other fluids can create a explosive dazzling effect when it is associated with motion. For example, a simple splash can generate a spectacular effect when using a slow motion camera. This explains why water is used extensively in marketing because it can tap into both direct and subliminal messaging.