1. The Television Commercial
Chapter 19
The Television Commercial

2. Script Assignment
Clippers
Nose Pouch

3. Script Assignment Heading Commercial Title Client Name Length
Writer Name

4. Script Assignment
Keeping Your Nose Content
Nose Pouch
:30
Baker

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

6. 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

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

8. Basic Segments of a TV Commercial
Video
Audio

9. Visual Techniques
Testimonial

10. Visual Techniques
Rotoscope

11. Visual Techniques
Stop Motion

12. Visual Techniques
Animation

13. Visual Techniques Vignettes and situations

14. 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

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

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

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

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

19. 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...

20. Exhibit 19.7 Examples of camera direction

21. To Consider
Optical
Music
Sound Effects (SFX)

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

23. Exhibit 19.8 Example of a wipe

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

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

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

27. Shooting Steps
Pre-light
Shooting
Wrap
Editing

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