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

2. CHAPTER 5
COMMERCIALS AND
SHORT FORM

3. 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.

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

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

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

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

8. ADVERTISING APPEALS
Reason
Emotion
Humor
Fear

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

10. DESIGN AND TESTING
Brainstorming
Presentation
storyboards
Focus group

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

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

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

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

15. COMMERCIAL PRODUCTION DOCUMENTS
Spilt-page
Script

16. COMMERCIAL PRODUCTION DOCUMENTS
Storyboards

17. COMMERCIAL PRODUCTION DOCUMENTS
Location Photos
and
Sketches

18. COMMERCIAL PRODUCTION DOCUMENTS
Shot Lists

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

20. 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