how to cite a commercial mla

Daniel Parker

2 min read

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06-02-2025

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MLA style doesn't have a specific category for "commercials." However, depending on how you're using the commercial in your research, you can adapt existing MLA guidelines for different media types. The key is to provide enough information for your reader to locate the source. This article will guide you through different scenarios and how to properly cite them.

Identifying the Type of Commercial

Before you begin citing, determine the nature of the commercial. This will determine the best approach to citing it. Is it a television commercial, a radio advertisement, an online video ad, or something else? Each requires a slightly different approach.

Television Commercials

For a television commercial, treat it like a film or video. If you have access to the full commercial online, you can cite it like a video, emphasizing the title (if available) and the producer/distributor. If you only saw it on television, citing becomes more challenging and may only be appropriate for informal contexts. Ideally, you should strive to find the commercial online to cite it properly.

Example (Online Commercial):

[Producer/Distributor]. Title of Commercial. [Distributor], [Year]. [URL].

Example:

Nike. Just Do It: Serena Williams. YouTube, 2023. https://www.youtube.com/watch?v=[VideoID]

Radio Commercials

Similar to TV commercials, radio ads lack a standardized citation format in MLA. If possible, try to locate the advertisement online. If the audio is available online (like on a company's website or soundcloud), you can cite it as an audio recording. If not, citing may be problematic.

Example (Online Radio Ad):

[Advertiser]. Title of Advertisement (or description). [Platform], [Date]. [URL]

Example:

Geico. Geico Gecko Radio Ad. SoundCloud, 2024. https://soundcloud.com/geico/[audioID]

Online Video Commercials (YouTube, Vimeo, etc.)

These are the easiest to cite because they have readily available metadata.

Example:

[Uploader]. Title of Commercial. [Platform], [Date of Upload]. [URL].

Example:

Coca-Cola. Share a Coke Commercial. YouTube, 2014. https://www.youtube.com/watch?v=[VideoID]

Commercials Incorporated into Other Media

If a commercial is part of a larger work (like a documentary analyzing advertising techniques), cite the larger work. Then, you can briefly describe the commercial in your paper to provide context.

Example (Commercial in a Documentary):

[Documentary Director]. Title of Documentary. [Distributor], [Year].

What to Include in Your Citation Regardless of Format

While the specifics vary based on the commercial's type and accessibility, some information should always be included whenever possible:

• Producer/Advertiser: The company or organization responsible for creating the advertisement.
• Title of Commercial (if available): Many commercials don't have official titles, so a descriptive title can be substituted (e.g., "Geico Gecko Commercial").
• Platform: Where the commercial was viewed (YouTube, television, radio station, etc.).
• Date: The date the commercial aired or was uploaded.
• URL (if applicable): The direct link to the commercial online.

In-Text Citations for Commercials

When referring to a commercial within your paper, create a parenthetical citation matching the Works Cited entry.

Example: (Nike, "Just Do It: Serena Williams")

Challenges and Alternatives

Finding reliable information for older commercials can be difficult. If you cannot find sufficient information for a complete citation, consider:

• Focusing on other sources: If the information from the commercial isn't crucial to your argument, try finding alternative evidence to support your point.
• Referring to it descriptively: You can mention the commercial in your text without a formal citation, but only if the information isn't vital to your argument.

Remember to always prioritize accuracy and completeness in your citations. If you have any doubt, consult your instructor or refer to the official MLA Handbook.