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UNIT 2 EXPANDING THE BASICS
CHAPTER 5: Commercials and Short Form CHAPTER 6: Lighting CHAPTER 7: Sound CHAPTER 8: Nonfiction
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CHAPTER 5 COMMERCIALS AND SHORT FORM
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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.
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TELEVISION ADVERTISING
Request for proposal (RFP) Advertising copy (script) Media buys
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RESEARCH Gather information about your client’s product or service
Product history Cost Market share over time Competitors Alternative products available on the market
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RESEARCH Target audience Ad objectives Retaining existing customers
Recruiting new customers Shifting market share away from competitors
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RESEARCH TOOLS Professional research firms Databases
Scientific surveys Conversations with the client and customers
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ADVERTISING APPEALS Reason Emotion Humor Fear
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ADVERTISING STYLES Problem/solution format Demonstration format
Spokesperson Testimonials Musical formats Montage Symbolism Narrative commercial
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DESIGN AND TESTING Brainstorming Presentation storyboards Focus group
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BUDGETING AND SCHEDULING
Budget Sheet (Production Costs, Part 1)
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BUDGETING AND SCHEDULING
Budget Sheet (Production Costs, part 2)
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BUDGETING AND SCHEDULING
Budget Sheet (Production Costs, part 3)
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BUDGETING AND SCHEDULING
Budget Sheet (Postproduction & Grand Total)
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COMMERCIAL PRODUCTION DOCUMENTS
Spilt-page Script
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COMMERCIAL PRODUCTION DOCUMENTS
Storyboards
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COMMERCIAL PRODUCTION DOCUMENTS
Location Photos and Sketches
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COMMERCIAL PRODUCTION DOCUMENTS
Shot Lists
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OTHER SHORT FORMS Public Service Announcements Music Videos
Short Films
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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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