UNIT 2UNIT 2EXPANDING THE BASICSEXPANDING THE BASICS

CHAPTER 5:CHAPTER 5: Commercials and Commercials and Short Short FormForm

CHAPTER 6:CHAPTER 6: Lighting Lighting

CHAPTER 7:CHAPTER 7: Sound Sound

CHAPTER 8:CHAPTER 8: Nonfiction Nonfiction

CHAPTER 5

COMMERCIALS AND SHORT FORM

CHAPTER OBJECTIVESCHAPTER OBJECTIVES

Introduce the Introduce the Business SideBusiness Side of video of video production;production;

Understand the Understand the ProcessProcess of designing of designing and producing and producing Television Television CommercialsCommercials;;

Survey writing tools used in Survey writing tools used in Short-Short-form Productionform Production;;

Examine the Examine the Psychological AppealsPsychological Appeals used in designing used in designing Persuasive Visual Persuasive Visual ProgramsPrograms..

TELEVISION ADVERTISINGTELEVISION ADVERTISING

Request for Request for

proposalproposal (RFP) (RFP)

Advertising Advertising

copycopy (script) (script)

Media buysMedia buys

RESEARCHRESEARCH

Gather information about your Gather information about your client’s product or serviceclient’s product or service

Product historyProduct history CostCost Market share over timeMarket share over time CompetitorsCompetitors Alternative products available on the Alternative products available on the

marketmarket

RESEARCHRESEARCH

Target audienceTarget audience

Ad objectivesAd objectives Retaining existing customersRetaining existing customers Recruiting new customersRecruiting new customers Shifting market share away from Shifting market share away from

competitorscompetitors

RESEARCH TOOLSRESEARCH TOOLS

Professional research firmsProfessional research firms

DatabasesDatabases

Scientific surveysScientific surveys

Conversations with the client Conversations with the client and customersand customers

ADVERTISING APPEALSADVERTISING APPEALS

ReasonReason

EmotionEmotion

HumorHumor

FearFear

ADVERTISING STYLESADVERTISING STYLES

Problem/solution formatProblem/solution format Demonstration formatDemonstration format SpokespersonSpokesperson TestimonialsTestimonials Musical formatsMusical formats MontageMontage SymbolismSymbolism Narrative commercialNarrative commercial

DESIGN AND TESTINGDESIGN AND TESTING

BrainstormingBrainstorming

Presentation Presentation

storyboardsstoryboards

Focus groupFocus group

BUDGETING AND BUDGETING AND SCHEDULINGSCHEDULING

Budget SheetBudget Sheet (Production Costs, Part 1) (Production Costs, Part 1)

BUDGETING AND BUDGETING AND SCHEDULINGSCHEDULING

Budget SheetBudget Sheet (Production Costs, part 2) (Production Costs, part 2)

BUDGETING AND BUDGETING AND SCHEDULINGSCHEDULING

Budget SheetBudget Sheet (Production Costs, part 3) (Production Costs, part 3)

BUDGETING AND BUDGETING AND SCHEDULINGSCHEDULING

Budget SheetBudget Sheet (Postproduction & Grand Total) (Postproduction & Grand Total)

COMMERCIAL PRODUCTION COMMERCIAL PRODUCTION DOCUMENTSDOCUMENTS

Spilt-page Spilt-page

ScriptScript

COMMERCIAL PRODUCTION COMMERCIAL PRODUCTION DOCUMENTSDOCUMENTS

Production Production

StoryboardsStoryboards

COMMERCIAL PRODUCTION COMMERCIAL PRODUCTION DOCUMENTSDOCUMENTS

Location Photos Location Photos

and and

SketchesSketches

COMMERCIAL PRODUCTION COMMERCIAL PRODUCTION DOCUMENTSDOCUMENTS

Shot ListsShot Lists

OTHER SHORT FORMSOTHER SHORT FORMS

Public Service AnnouncementsPublic Service Announcements

Music Videos Music Videos

Short Films Short Films

EXERCISESEXERCISES

1.1. Select a product or service and design presentation Select a product or service and design presentation storyboards for a storyboards for a 30-Second Advertisement30-Second Advertisement using research and brainstorming to develop your using research and brainstorming to develop your approach. Translate the presentation storyboards approach. Translate the presentation storyboards into into Production StoryboardsProduction Storyboards to plan the shoot. to plan the shoot.

2.2. Choose a song that you are Choose a song that you are Not Familiar WithNot Familiar With and and study it. Get to know the study it. Get to know the Musical StructureMusical Structure and and LyricsLyrics. Write a . Write a Split-Page Music Video ScriptSplit-Page Music Video Script for for this song.this song.

3.3. Identify a Identify a Nonprofit AgencyNonprofit Agency in your community. in your community. Visit their Visit their WebsiteWebsite and review their and review their LiteratureLiterature. . Can you create an innovative approach to promote Can you create an innovative approach to promote their services in a their services in a Public Service Public Service AnnouncementAnnouncement??

Copyright 2008 Taylor and FrancisCopyright 2008 Taylor and Francis