I find myself disagreeing with LD. I believe a good face
cream commercial would be a combination of all three types of falloffs. Perhaps
starting with fast falloff and engage in a severe contrast in lighting so that
it forms more of an impact. Then you can transition onto slow falloff where the
darker side of the face begins to get brighter until it is completely bright (elimination
of falloff). I prefer this transition for the reason that the audience has
something to compare her clear face with and therefore are subject to
experiencing more of an impact.
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