The Television Commercial Chapter 19 The Television Commercial

Script Assignment Clippers Nose Pouch

Script Assignment Heading Commercial Title Client Name Length Writer Name

Script Assignment Keeping Your Nose Content Nose Pouch :30 Baker

Characteristics of Good Television Advertising Appeals to consumers using: Humor Intelligence Charm Emotion

Typical Copy/Development Timetable Sequence Copy exploratory Present ideas to client Revisions Circulate copy for clearance On-air clearance Pre-bid meeting Bid review/award job

Timetable (continued) Preproduction meeting Shoot Post production Rough cut Revisions Final cut Ship date

Basic Segments of a TV Commercial Video Audio

Visual Techniques Testimonial

Visual Techniques Rotoscope

Visual Techniques Stop Motion

Visual Techniques Animation

Visual Techniques Vignettes and situations http://www.youtube.com/watch?v=bg_zxsxyKyM&feature=results_video&playnext=1&list=PL9E7F512E8C892625

Visual Techniques Serials Oldies footage Spokesperson Demonstration Close-ups Storyline Comparisons Still photos and artwork Slice of life Customer interview Vignettes and situations Humor Problem solution Mood imagery Split and bookend spots Infomercials Combinations

Considerations of Planning the Commercial Cost Medium Talent Use of music Special techniques Time Location Relationship to advertising/marketing objectives

Writing the Script Be simple. Use easy-to-remember words. Be brief. Write copy in a friendly, conversational style.

Storyboard Series of sketches showing key scenes developed in the script Two frames per scene Visual Audio

Scripting Video Audio 1. Shot Description 1. Audio Description 2. Second shot 2. Second audio

Scripting Video Audio 1. MS: Beach Scene 3 people in chairs sitting outside of beach house. Beach blanket in sand. 2. CU: Child digging in sand with ocean background. 3. MS People walking on almost empty beach. A few houses are in the background. 1. Music: In and Under (George Winston quiet jazz) ANNCR: Pawleys is a great 2. Family resort 3. It is nature at its best...

Exhibit 19.7 Examples of camera direction

To Consider Optical Music Sound Effects (SFX)

Common Types of Optical Cut Dissolve Fade-in Fade-out Matte Super Wipe Zoom

Exhibit 19.8 Example of a wipe

Ways to Put Music to Work Backgrounds Transitions Movement Accents New or old music Make new song for a commercial Use licensed music

Stages of Producing the TV Commercial Casting Directing the talent Direct camera person Responsible for the setting

Points Addressed in Postproduction Meetings Direction Casting Location and/or sets Wardrobe, props Product Special requirements Final script Legal issues Timetable update

Shooting Steps Pre-light Shooting Wrap Editing

TV Production Costs Location or studio Talent Residuals Special effects Estimate costs Editorial fee cost Recording and mixing