Upload
florence-
View
223
Download
0
Embed Size (px)
Citation preview
8/2/2019 Chap1 Production Process
1/45
Chapter 1 : The Production Process
In this chapter we will discuss:
Overview of the production process
The effect-to-cause production modelModel that gives guideline for completing a video project
The video production Team Types of videoTV commercial, video corporate, documentaries, and training video
8/2/2019 Chap1 Production Process
2/45
Chapter 1 : The Production Process
Overview of the production process
Creating an outstanding video may require a lot of effort along the
production process.
The person who normally involved in all production processes is
the producer. Video producers are responsible to ensure every activity in the
production process run smoothly.
The variety type of activities that the producer involved during the
production process can be divided into three category: Preproduction - activities before production
Production - actual activities during production
Postproduction - activities after production
8/2/2019 Chap1 Production Process
3/45
Chapter 1 : The Production Process
THE EFFECT-TO-CAUSEPRODUCTION MODEL
8/2/2019 Chap1 Production Process
4/45
Chapter 1 : The Production Process
The Effect-to-Cause Production Model Like any other applications and software development project, a
video project also required a conceptual model as a guideline to
pursue the targeted mission.
For the purpose of this chapter, The Effect-to-Cause Production
Model proposed by Zettle (2007)was selected as the model to be
followed.
This model is based on the realization that the only message
that actually counts is the one that perceived by the viewer;
not the one that start.
Producers must works towards what his viewers want and generate
his idea accordingly.
8/2/2019 Chap1 Production Process
5/45
Chapter 1 : The Production Process
The Effect-to-Cause Production Model Stages that involved in the model in order to create a complete
video project are:
Basic idea
Defined the desired effect
Determined the medium requirement to generate the desired
effect
Create Script
Conduct the actual process towards the production
EvaluationNext slide present the graphical view of the model **
Cont.
8/2/2019 Chap1 Production Process
6/45
Chapter 1 : The Production ProcessCont.
Basic idea
Cause
Desired effect
Medium requirement Content element Production element People
Desired effect
Preproduction Production
Post ProductionCause
Real effect
Degree of Success ??
Defined what theviewer needs
Actual processDuring production
Move directly from the basic ideato determine the desired effect
Determine what medium requirement
are necessary to generate the desired effect
Take the actual process message
through the production phase
Evaluation
8/2/2019 Chap1 Production Process
7/45
Chapter 1 : The Production Process
The Effect-to-Cause Production Model
BASIC IDEA
8/2/2019 Chap1 Production Process
8/45
Chapter 1 : The Production Process
In this stage, each team members must think creatively about
relevant idea for the project.
Shooting video in certain location before deciding what is needed
could be wasteful.
Idea generating technique such as brainstorming could be helpful
during this stage.
The initial production idea is usually vague and rarely concise to
serve the production process; however this way of thinking is
perfectly normal.
Team members can review back the listed idea and determine
which one should be selected.
Cont.
BASIC IDEA
8/2/2019 Chap1 Production Process
9/45
Chapter 1 : The Production Process
The Effect-to-Cause Production Model
DEFINED THE DESIRED EFFECT
8/2/2019 Chap1 Production Process
10/45
Chapter 1 : The Production Process
Producer must ensure that the idea he want to imply in the project
has an impact to viewers.
He should define the desired effect precisely so that viewers can
learn, feel or influence after watching the video.
At most of learning tasks, specific objectives are usually more
effective rather than general one, and small steps are more easily to
manage by learner than larger one.
Next slide presents example of general and specific desired
effect.**
Cont.
DEFINED THE DESIRED EFFECT
8/2/2019 Chap1 Production Process
11/45
Chapter 1 : The Production Process
General desired effect
to persuade car drivers to obey the road traffic sign.Why??
This effect is too broad and it might require several program series about
road traffic sign (which is a lot) rather than a single one in order to alert thw
car drivers obeying the traffic sign.
Specific desired effect
to persuade car drivers to obey the one way street sign.Why??This effect is more precise i.e. concentration only to the traffic rules when
using one way street. A single program might seem enough to discipline the
car drivers for that matter.
Cont.
DEFINED THE DESIRED EFFECT
8/2/2019 Chap1 Production Process
12/45
Chapter 1 : The Production Process
The Effect-to-Cause Production Model
DETERMINED THE MEDIUMREQUIREMENT TO GENERATE THE
DESIRED EFFECT
8/2/2019 Chap1 Production Process
13/45
Chapter 1 : The Production ProcessCont.
Determined The Medium Requirement To Generate The Desired Effect
Once the idea is finalize, the production to turn it up into reality is
proceeded.
This translation step will involve various medium requirement such
as content elements (defined effect, audience analysis, script),equipments (camera, lighting, sound equipment, etc.), and people.
Selecting these various medium requirement requires a detail
knowledge to accomplish the production process.
8/2/2019 Chap1 Production Process
14/45
Chapter 1 : The Production ProcessCont.
Determined The Medium Requirement To Generate The Desired Effect
Producers must know exactly who are his target audiences so that
it will be much easier to decide on what to show and how to show it
in order to fulfill the desired effect.
Research and survey can be done in order to gather specific
information about the target audience.
Information such as demographic profile, audience lifestyle, when
the target audience will see the program, etc. are extremelyimportant when designing a program during the production process.
The more producer know about the target audience, the easier it
will be to translate the desired effect.
TARGET AUDIENCE
8/2/2019 Chap1 Production Process
15/45
Chapter 1 : The Production ProcessCont.
Determined The Medium Requirement To Generate The Desired Effect
In order to produce a good result based on the desired effect,
producer must have clear contents about what he want to do.
For example, if he want to show good and bad driving habits, heneed to be out on the street in traffic.
Shooting drivers disobeying road traffic and those who obey the
rule properly can provide him better content about what he want to
do in the program.
Having such kind of content can lead him to write the program
script easier.
CONTENT
8/2/2019 Chap1 Production Process
16/45
Chapter 1 : The Production ProcessCont.
Determined The Medium Requirement To Generate The Desired Effect
Suitable equipment for shooting the video is important so that the
translation process can be conducted without problem.
They are special equipment to shoot video in in a studio, whileshooting video outdoor might require more attention.
EQUIPMENT AND FACILITIES
8/2/2019 Chap1 Production Process
17/45
Chapter 1 : The Production ProcessCont.
Determined The Medium Requirement To Generate The Desired Effect
People perhaps become the most important requirement that any
production should has.
This requirement could range from producers (the most importantperson), director, narrator down to production crew.
Those who involved in production process will be explained more
on the next subtopic of this chapter.
PEOPLE
8/2/2019 Chap1 Production Process
18/45
Chapter 1 : The Production Process
The Effect-to-Cause Production Model
SCRIPT
C t
8/2/2019 Chap1 Production Process
19/45
Chapter 1 : The Production ProcessCont.
SCRIPT Script is an important document that interprets the show idea into
what the viewers should see and hear when watching the video.
The script is similar to a recipe that list the major ingredients of
the video production and how the requirement elements must bemixed to get the desired result.
Information gathered during audience and content analysis can be
helpful in writing a good script.
When writing the script, consideration must be focus on two major
factor; money and time.
C t
8/2/2019 Chap1 Production Process
20/45
Chapter 1 : The Production ProcessCont.
Money and time are critical to most of the job in the world, not
only to script process.
Hence, when writing script for a video project, we must ensure the
script can be translated into a result that within the budget andallocated time.
The script writing process, format, and guideline will be explained
more in Chapter 4.
SCRIPT
8/2/2019 Chap1 Production Process
21/45
Chapter 1 : The Production Process
The Effect-to-Cause Production Model
CONDUCT THE ACTUAL PROCESS
TOWARDS THE PRODUCTION
C t
8/2/2019 Chap1 Production Process
22/45
Chapter 1 : The Production ProcessCont.
During this stage, everything that already planned are totally
converted into the end product.
The product will be delivered to the audience after they have gone
through 3 major production processes (preproduction, production,and postproduction).
At this stage, the closer the actual (or real) effect as compared to
the defined desire effect, the more successful the production is.
CONDUCT THE ACTUAL PROCESS TOWARDS THE PRODUCTION
8/2/2019 Chap1 Production Process
23/45
Chapter 1 : The Production Process
The Effect-to-Cause Production Model
EVALUATION
Cont
8/2/2019 Chap1 Production Process
24/45
Chapter 1 : The Production ProcessCont.
Evaluation in production process is a phase that normally
producers used to assess their outcome.
There are two type of evaluation techniques that can be used to
evaluate the result: Formative evaluation
Summative evaluation
These kind of evaluation can permits producers to have more
precise result of what they have already produced.
EVALUATION
Cont
8/2/2019 Chap1 Production Process
25/45
Chapter 1 : The Production ProcessCont.
Formative evaluation is the evaluation of each production phase
while the production is inprogress.
Producers normally will check every major phase during the
production and see whether he can proceed to the next step or needto back up to improve the previous one.
Producers must has close contact to his production team to ensure
every phase in the production process successful.
FORMATIVE EVALUATION
Cont
8/2/2019 Chap1 Production Process
26/45
Chapter 1 : The Production ProcessCont.
Summative evaluation is the final evaluation of the finished
production and its actual effect on the audience.
This kind of evaluation required the producer to look at the finished
production as objectively as possible and evaluate it in the context ofthe dined desired effect that already stated before.
The close the actual and defined effect match, the more successful
the production is.
SUMMATIVE EVALUATION
8/2/2019 Chap1 Production Process
27/45
Chapter 1 : The Production Process
THE VIDEOPRODUCTION TEAM
Cont
8/2/2019 Chap1 Production Process
28/45
Chapter 1 : The Production ProcessCont.
Creating a professional video production required the involvement
of groups of people before the end product could be completed.
Usually, the team will be divided into three groups; preproduction,
production and postproduction team.
Some production people are involved in only one of the phases;
others may be involved in all of the them.
Each assigned team should clearly knew what exactly their
responsibility hence their job will be much easier.
Next slide will elaborate more the job of each teams.
The Video Production Team
8/2/2019 Chap1 Production Process
29/45
Chapter 1 : The Production Process
The Video Production Team
PREPRODUCTION TEAM
Cont
8/2/2019 Chap1 Production Process
30/45
Chapter 1 : The Production ProcessCont.
This team includes people primarily involved with the planning of
the production process.
Their main responsible are to develop the idea for the video
and plan its production so that the translation process of ideato pictures and sound is as efficient as possible.
The people normally involved in this initial idea-generating phase
are producer, writer, director, scene designer or art director, and
sometimes the technical supervisor or technical director.
Often specific show ideas are the product of several people
brainstorming together .
Preproduction Team
Cont
8/2/2019 Chap1 Production Process
31/45
Chapter 1 : The Production ProcessCont.
Producers are the one who will states the specific purpose of the
show and prepared a budget for the entire production once the
general idea is born.
Once the necessary funding is prepared, he will decide on how tocoordinate production personnel, equipments, and production
activities.
Producer also will come up with a production schedule that
indicates who is supposed to do what and the times when theassigned tasks are to be completed.
If the production project involved more than one producer, they
(the producers) must works together to prevent overlap instructions.
Preproduction Team- Producer
Cont
8/2/2019 Chap1 Production Process
32/45
Chapter 1 : The Production ProcessCont.
Once the producer agreed to proceed with the project, it the task
of a writer to write the script.
The writer will interpret the defined desired effect into a video
production and writes down what he wants the target audience to seeand listen.
The script will determine the production format (documentaries,
corporate video, etc.) and the style and quality of the production.
Scripts are almost rewritten several times so that they can serve
the best guidelines for all production activities.
Preproduction Team- Writer
Cont
8/2/2019 Chap1 Production Process
33/45
Chapter 1 : The Production ProcessCont.
The director translates the script into specific video and selects
necessary production crew and equipment.
The sooner the director is brought into the preproduction process,
the better; since he can works closely with the writer to make thescript more efficient.
Director can use his personal experience and knowledge to help
curving the script to make things more alive.
Sometimes, directors also help the art director with idea about
specific environment in which the event took place, or even a specific
style of graphic to be used.
Preproduction Team- Director
Cont
8/2/2019 Chap1 Production Process
34/45
Chapter 1 : The Production ProcessCont.
The art director use the script and the directors comments for the
set design or the specific location for a show.
He is also in charge of decorating the set and designing the various
graphics, such as titles and charts.
Art directors must create an environment that fits the overall style
of the show and facilitates the production procedures.
He will also prepares the floor plan; which is a diagram of
scenery, stage properties (table, chairs, etc.), and set dressing (wall
hangings, lamps, plant) drawn on a grid.
With the floor plan, director can visualize the major shot and place
the camera accordingly.
Preproduction Team- Art Director
Cont
8/2/2019 Chap1 Production Process
35/45
Chapter 1 : The Production ProcessCont.
The lighting directoruse the floor plan to determine the basic
lighting setup before performer entering the studio.
The floor plan also enables the floor managerto put up and
decorate the production set.
Preproduction Team- Lighting and Floor Manager
Cont
8/2/2019 Chap1 Production Process
36/45
Chapter 1 : The Production ProcessCont.
Technical directors are the one who will involve in solving technical
aspect especially if the production is complex.
He will ensure the all equipments function smoothly according to
the specification.
Technical directors have to think ahead of time about the technical
facilities. For instance, he may want to check on the available electric
power, or lights needed to lighten the studio.
Technical director might be engineers or any other related field
person that know exactly about the technical aspect.
Preproduction Team- Technical Director
8/2/2019 Chap1 Production Process
37/45
Chapter 1 : The Production Process
PRODUCTION TEAM
The Video Production Team
Cont
8/2/2019 Chap1 Production Process
38/45
Chapter 1 : The Production ProcessCont.
The actual production team consist of a variety of people; but they
can be divided into two category nontechnicaland technical.
The nontechnical members include producers, associate producers,
actors, performers, choreographers, makeup artists etc.
Meanwhile, technical members include video operators, sound
engineer, maintenance engineer etc.
The director is totally involved in the actual production phase
All production team members must work closely during the
production phase to generate an outstanding outcome.
Production Team
8/2/2019 Chap1 Production Process
39/45
Chapter 1 : The Production Process
POSTPRODUCTION TEAM
The Video Production Team
Cont.
8/2/2019 Chap1 Production Process
40/45
Chapter 1 : The Production ProcessCont.
The postproduction team is relatively small and normally consists
of a video editor, sound designer, and the director.
The video editor will try to arrange various segments of video clips
(or video tape) and put them into order indicated by the script.
Director will guide the editor in the selection and sequencing of
shots.
Meanwhile, the sound designer is responsible to synchronize the
sound with the video sequence.
This task will involve sound mixing, adding, or replacing small or
large portion of the original sound track.
Postproduction Team
8/2/2019 Chap1 Production Process
41/45
Chapter 1 : The Production Process
TYPES OF VIDEO
Cont.
8/2/2019 Chap1 Production Process
42/45
Chapter 1 : The Production ProcessCont.
With the rapid change of video production technology recently,
many types of video has been introduced to attract audiences.
Inexpensive portable equipment such as handycam is enough
when one want to start a video production.
For commercial and high budget video production, professional and
sophisticated video technology might be hired and used to produce a
quality video.
Before proceeding to further production phase, let us overview few
of the video types that available nowadays. .
Introduction
8/2/2019 Chap1 Production Process
43/45
Chapter 1 : The Production Process
TV COMMERCIALS
(Source From Wikipedia.Org)
Types of Video
8/2/2019 Chap1 Production Process
44/45
Cont.
8/2/2019 Chap1 Production Process
45/45
Chapter 1 : The Production Process
There are various types of TV commercial, some of them are:
Political TV advertising
Infomercials
Product placement
Network or local station promotional advertising (also known as
promo)
Television commercial donut
Sponsorship
Many TV commercials feature catchy songs or melodies that
generate sustained appeal, which may remain in the minds of
television viewers long after the span of the advertising campaign.
TYPES TV COMMERCIALS