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

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

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

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

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

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

ADVERTISING APPEALS Reason Reason Emotion Emotion Humor Humor Fear Fear

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

DESIGN AND TESTING Brainstorming Brainstorming Presentation Presentationstoryboards Focus group Focus group

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

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

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

BUDGETING AND SCHEDULING Budget Sheet (Postproduction & Grand Total) Budget Sheet (Postproduction & Grand Total)

COMMERCIAL PRODUCTION DOCUMENTS Spilt-pageScript

ProductionStoryboards

Location Photos andSketches

COMMERCIAL PRODUCTION DOCUMENTS Shot Lists Shot Lists

OTHER SHORT FORMS Public Service Announcements Public Service Announcements Music Videos Music Videos Short Films 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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