Transcript UNIT 3: Expanding the Basics

UNIT 2
EXPANDING THE BASICS
CHAPTER 5: Commercials and Short
Form
CHAPTER 6: Lighting
CHAPTER 7: Sound
CHAPTER 8: Nonfiction
CHAPTER 5
COMMERCIALS AND
SHORT FORM
CHAPTER OBJECTIVES
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Introduce the Business Side of video
production;
Understand the Process of designing and
producing Television Commercials;
Survey writing tools used in Short-form
Production;
Examine the Psychological Appeals
used in designing Persuasive Visual
Programs.
TELEVISION ADVERTISING
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Request for
proposal (RFP)
Advertising
copy (script)
Media buys
RESEARCH
Gather information about your client’s
product or service
 Product history
 Cost
 Market share over time
 Competitors
 Alternative products available on the
market
RESEARCH
Target audience
Ad objectives
 Retaining existing customers
 Recruiting new customers
 Shifting market share away from
competitors
RESEARCH TOOLS
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Professional research firms
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Databases
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Scientific surveys
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Conversations with the client and
customers
ADVERTISING APPEALS
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Reason
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Emotion
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Humor
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Fear
ADVERTISING STYLES
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Problem/solution format
Demonstration format
Spokesperson
Testimonials
Musical formats
Montage
Symbolism
Narrative commercial
DESIGN AND TESTING
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Brainstorming
Presentation
storyboards
Focus group
BUDGETING AND SCHEDULING
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Budget Sheet (Production Costs, Part 1)
BUDGETING AND SCHEDULING
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Budget Sheet (Production Costs, part 2)
BUDGETING AND SCHEDULING
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Budget Sheet (Production Costs, part 3)
BUDGETING AND SCHEDULING
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Budget Sheet (Postproduction & Grand Total)
COMMERCIAL PRODUCTION
DOCUMENTS
Spilt-page
Script
COMMERCIAL PRODUCTION
DOCUMENTS
Production
Storyboards
COMMERCIAL PRODUCTION
DOCUMENTS
Location Photos
and
Sketches
COMMERCIAL PRODUCTION
DOCUMENTS
Shot Lists
OTHER SHORT FORMS
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Public Service Announcements
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Music Videos
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Short Films
EXERCISES
1.
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3.
Select a product or service and design presentation
storyboards for a 30-Second Advertisement using
research and brainstorming to develop your approach.
Translate the presentation storyboards into
Production Storyboards to plan the shoot.
Choose a song that you are Not Familiar With and
study it. Get to know the Musical Structure and
Lyrics. Write a Split-Page Music Video Script for
this song.
Identify a Nonprofit Agency in your community. Visit
their Website and review their Literature. Can you
create an innovative approach to promote their
services in a Public Service Announcement?
Copyright 2008 Taylor and Francis