Treatment

Written By Oliver Kaplan Working Title Cadbury’s Dairy Milk Advert

Synopsis Write a short outline of your story – briefly mentioning the main characters and what happens to them.

My Advert is about a man called Phil, an ordinary office worker who sees another colleague with a Dairy Milk chocolate bar. In the advert we enter into Phil's thought process as he dreams about stealing the chocolate.

Setting Say where and when the story happens – you need to describe the environment in which the action takes place

My advertisement is set in an ordinary office building. The office room itself and the corridor outside are the only two locations used in the advert. The main action consists of Phil stealing the chocolate in the office room and running out into to the corridor.

Genre Say what type of programme it will be – will it be naturalistic, melodramatic or comic?

The advert will primarily be a serious, action based advert but will have a comic twist at the end to ensure that the product and message are left stuck in the audiences heads.

Narrative Structure Say how the programme is broken down - is the story told in chronological order and are there sub plots?

The narrative structure of the advert will not be in chronological order, as is the usual case with adverts, but instead will consist of us going back and forth between the main characters thoughts and actual reality. The advert will start off in the real world then go into Phil’s thought process in the middle and finally back into reality once again at the end. Almost like a circular structure the advert will start and finish in the same place, with Phil sat at his desk.

Vision Explain how the film will look – this will include the style of camerawork, the use of colour and the use of lighting

All camera work within my advertisement will be filmed by a camera on a tripod. I have chosen to use a tripod rather than hand hold the camera in order to keep the shots as steady and professional looking as I possibly can. The advert will consist of a wide variety of shots ranging from wides to close ups and high and low angles.Although wide shots will be used to establish the setting, more close ups will be used to convey the action later on in the scene.

Sound Explain how you will use sound to help tell the story – how you will combine the four layers of film sound to add to the total effect

Only two lines of speech are actually said in my advert between the two characters. Therefore it will be important to use music and sound effects carefully to help build up the action in my scene. I aim to use a piece of music that will start off slow and pick up pace as the advert reaches its climax to maximise the effect on the audience.

Editing Explain the cutting of shots and the use of transitions – what kind of pace will you have, and how you move from one scene to the next

As my advert is primarily action based I aim to create quite a fast pace when it comes to cutting my shots together. Therefore I will mainly be cutting straight from shot to shot without the use of transitions to keep the action of the scene. However transitions will be used to show us moving back and forth from reality to thoughts in order to stop the advert from becoming confusing. This should clearly mark when we are differentiating between these two realities. Fades will be used at the beginning and at the end of the advert.