Transcript Zettl - People Server at UNCW

Production Process
• Preproduction
• Program idea, research, planning, scheduling,
hire crew, script writing
• Production
• Location or studio videography or filming,
gathering footage, archival pictures/film,
translate idea into program (encode message)
Production Process
• Postproduction
• Film-style: select best shots/still photos,
etc…combine with audio to create final
program
• Edit
• Multi-camera style: clean up errors, add
necessary video/titles, music, etc…
Effect to Cause Production
Model
• General planning tool for productions
1. Start with basic idea and desired effect
(defined process message)
a) Be fairly specific - target audience, what you
want to happen to viewers - learn, feel, do?
b) Determine angle - unique ‘take’ on subject,
approach to subject (informational, formal,
experimental, broad, intimate)
Effect to Cause Production
Model
2. Medium requirements/Cause
a) Target audience defined, tastes/demo/
psychographics
b) Content/angle/style - what is to be
communicated and how?
c) Equipment and facilities
d) People - crew, talent
Effect to Cause Production
Model
3. Real Effect: Process Message - the
production
• Final product of your production efforts
•
•
•
Produced and distributed
Theatrical release, broadcast, direct
distribution through clients
Effect to Cause Production
Model
4. Evaluation
a) Formative - as the project is developing
•
Focus groups, test viewings, client screenings
b) Summative - evaluate effects of production on
audience (larger scale than formative)
•
•
Expensive and difficult to measure at times
Increased sales of product, change in individual
behavior, change in government policy or law,
high ticket sales, high direct-to-video sales, all
shirts at Old Navy are folded the same, fries at
Micky D’s all cooked the same
Generating Ideas
Keep an open mind
Remember that you are trying to affect an
audience and/or satisfy a
client/boss/producer - your productions
will rarely be ‘just for you’
Keep your audience in mind - use YOUR
creativity but keep your audience’s tastes
central to your thinking
Generating Ideas
Brainstorming
• As a group start with a central idea relating to
your project
• Select one member to take detailed notes
• Start w/general goal, no idea is out of bounds,
use others’ ideas as a springboard to your ideas
• Keep going around the group until you run out
of ideas
• No judgments made during first step, just list
ideas
Generating Ideas
Brainstorming
• Only judge/evaluate after brainstorming is
complete
• Use ideas generated to further clarify
goals and add details
• Useful in identifying creative ideas for
production - can be broad or narrow
Generating Ideas
Clustering
• Use a sheet of paper
• Place main idea in the center of the page
with a circle around it
• Write new/related ideas in circles
connected to the center idea
• Again, no judgments yet, just ideas
• Try to connect new ideas to the main idea
and to the ‘sub’ ideas
Generating Ideas
Clustering
• After ‘clustering’ round, look at and
evaluate ideas generated
• Evaluate for best/common ideas which
help get to your point