UNIT 2 EXPANDING THE BASICS

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Presentation transcript:

UNIT 2 EXPANDING THE BASICS CHAPTER 5: Commercials and Short Form CHAPTER 6: Lighting CHAPTER 7: Sound CHAPTER 8: Nonfiction

CHAPTER 5 COMMERCIALS AND SHORT FORM

CHAPTER OBJECTIVES Introduce the Business Side of video production; Understand the Process of designing and producing Television Commercials; Survey writing tools used in Short-form Production; Examine the Psychological Appeals used in designing Persuasive Visual Programs.

TELEVISION ADVERTISING Request for proposal (RFP) Advertising copy (script) Media buys

RESEARCH Gather information about your client’s product or service Product history Cost Market share over time Competitors Alternative products available on the market

RESEARCH Target audience Ad objectives Retaining existing customers Recruiting new customers Shifting market share away from competitors

RESEARCH TOOLS Professional research firms Databases Scientific surveys Conversations with the client and customers

ADVERTISING APPEALS Reason Emotion Humor Fear

ADVERTISING STYLES Problem/solution format Demonstration format Spokesperson Testimonials Musical formats Montage Symbolism Narrative commercial

DESIGN AND TESTING Brainstorming Presentation storyboards Focus group

BUDGETING AND SCHEDULING Budget Sheet (Production Costs, Part 1)

BUDGETING AND SCHEDULING Budget Sheet (Production Costs, part 2)

BUDGETING AND SCHEDULING Budget Sheet (Production Costs, part 3)

BUDGETING AND SCHEDULING Budget Sheet (Postproduction & Grand Total)

COMMERCIAL PRODUCTION DOCUMENTS Spilt-page Script

COMMERCIAL PRODUCTION DOCUMENTS Storyboards

COMMERCIAL PRODUCTION DOCUMENTS Location Photos and Sketches

COMMERCIAL PRODUCTION DOCUMENTS Shot Lists

OTHER SHORT FORMS Public Service Announcements Music Videos Short Films

EXERCISES 1. Select a product or service and design presentation storyboards for a 30-Second Advertisement using research and brainstorming to develop your approach. Translate the presentation storyboards into Production Storyboards to plan the shoot. 2. Choose a song that you are Not Familiar With and study it. Get to know the Musical Structure and Lyrics. Write a Split-Page Music Video Script for this song. 3. Identify a Nonprofit Agency in your community. Visit their Website and review their Literature. Can you create an innovative approach to promote their services in a Public Service Announcement? Copyright 2008 Taylor and Francis

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