1. ANIMATION

2. Cartoon-like images for special communication (Aflac)

3. AFTRA

4. American Federation of Television and Radio Artists – Union that represents performing talent: actors, singers, dancers, and broadcast announcers

5. ASCAP

6. American Society of Composers, Authors and Publishers – Organization that protects the rights (intellectual property) of musical artists

7. BEAUTY SHOT

8. Close-up of the product by itself

9. CAMERA ANGLE

10. Position of camera in relation to the subject (object, person, or scene) when filming or photographing

11. CAMERA PERSON

12. Films all the scenes and beauty shots

13. CASTING AGENT

14. Person who auditions and selects the talent

15. CHYRON

16. Character generator that creates the supers (on-screen text)

17. COLOR BARS

18. Striped bar of test colors preceding the commercial are used as a reference point to allow for color adjustments to ensure playback will match recorded spot

19. CLAP BOARD

20. Chalkboard used to identify the “take” number for post-production (Camera assistant holds the clap board up to be filmed, announces the take number, and closes the hinged top bar, producing a “clap.”)

21. CRAWL

22. Words or images move along the screen horizontally, like a baby crawling across the floor

23. CU

24. Close-up, camera is near object or actor

25. DEMO

26. DVD demonstration of talent’s range of abilities or production house’s samples of best commercials

27. DIRECTOR

28. Person in charge of supervising the production

29. DISSOLVE

30. One image fades as another one comes up; if done very slowly, it’s called a “slow dissolve”

31. DOLLY

32. Camera is mounted on a small truck that smoothly moves across tracks to follow action in scene and carries the camera crew and director

33. ECU

34. Extreme close-up, camera is right beside object or actor

35. FLOW

36. How smoothly and effortlessly the copy reads

37. FRAME

38. One scene or shot in the commercial

39. FREEZE FRAME

40. Action is completely stopped

41. GAFFER

42. Head electrician who oversees lighting apparatus

43. GRIP

44. Carpenters who build and repair the set during production

45. HAIR STYLIST

46. Person who styles the actors’ hair for the shoot

47. HUMOR

48. Uses comedy for entertainment and retention

49. ICON

50. Drives brand recognition (Geico’s gecko)

51. IN SYNC

52. Sound track and actors’ mouth movements (sound and action) are synchronized

53. INSERT

54. (1) Image showing a specific detail is inserted on screen, sometimes in a box; (2) Another shot is inserted into the spot

55. KEY FRAME

56. A single, instantly recognized image from a spot

57. LIFESTYLE

58. Shows product in everyday use (mini vans)

59. MAKE-UP ARTIST

60. Person who applies and checks actors’ make-up throughout the shoot (person may also be the hair stylist on the set)

61. MORPH

62. When one image slowly becomes (blends into) another

63. MS

64. Medium shot of scene (camera’s not close or far away)

65. MUSIC

66. Helps reinforce message like an auditory punctuation mark

67. MUSIC POST

68. Where the music comes in and punctuates spot

69. OS

70. Overhead shot

71. PA

72. Production assistant (handles details of the shoot)

73. PAGE TURN

74. An effect that changes one scene to another, resembling someone turning a page in a book

75. PAN

76. Camera moves slowly to give a wider (panoramic) view

77. PICTURE SAFETY

78. During post-production, check that images and text within a pre-set area on the screen will appear on at-home TVs (the “safe zone”)

79. PRE-PRODUCTION

80. Everything that needs to get done before filming (casting, booking studio, choosing location or studio, creating props, hiring production team and caterers, attaining script approval, etc.)

81. POST-PRODUCTION

82. Finalizing the spot (putting the scenes together, editing out superfluous copy or images, correcting colors, adding music, superimposing text, etc.)

83. PRODUCT COMPARISON

84. Highlights product’s advantage (spot removers)

85. PRODUCT DEMONSTRATION

86. Features product advantages and how it works (detergents)

87. PROPS

88. Objects on the set to help create the scene (lounge chairs, seashells, sand for a beach scene)

89. PUBLIC SERVICE ANNOUNCEMENT

90. Illustrates a charitable cause or organization, usually created pro bono – without creative and/or production fees – to showcase a need to the public

91. QUICK CUT

92. One image is replaced by another, without a transition

93. SAG

94. Screen Actors Guild – Association of union talent

95. SCROLL

96. Words or images move vertically from the top down or from the bottom up

97. SEX APPEAL

98. To make products seem sexy, to create the cool factor (Axe), or to include sexy celebrities for attention

99. SFX

100. Special effects designed to create an illusion

101. SHOOT

102. Production of a TV spot or infomercial

103. SLICE OF LIFE

104. Emotional sell (Hallmark)

105. SLO-MO

106. Slow motion (of camera)

107. SNIPE

108. Type on the bottom of the screen like promos for TV shows

109. SPLIT SCREEN

110. Screen is divided with side-by-side images usually for a comparison

111. SPOKESPERSON

112. Creates awareness (Catherine Zeta-Jones – T-Mobile)

113. STORYBOARD

114. A visual representation of a spot that shows the action and spoken lines in a frame-by- frame portrayal

115. SUPER

116. Superimpose text or image on screen

117. TAGS

118. Closing lines that are recorded and inserted at the end of a spot to announce different locations, sale dates, and special offers

119. TAKE

120. A specific shot in a commercial, numbered and recorded on the clap board for future reference

121. TALENT RELEASE

122. A written agreement with a talent as legal proof of payment, indicating a buyout, that is signed by the talent, stating the amount paid, client name, title of spot, date of spot, name and location of studio

123. TALK VALUE

124. Spots that generate consumer conversations about them

125. TALKING HEAD

126. Focuses attention on what’s being said about product

127. TESTIMONIAL

128. People talk about the product to establish credibility

129. TONE

130. 1,000 hertz tone plays before commercial as a pre-test for audio track levels

131. UNION SIGNATURE

132. Authorized union representative who completes, signs and sends in paperwork for each spot using union talent

133. UNION TALENT

134. Actors who are union members of SAG or AFTRA

135. VIGNETTE

136. Presents a little story like a short play

137. VOICEOVER

138. Off-camera actor

139. WARDROBE

140. Person in charge of selecting (styling) and maintaining the actors’ clothing during filming

141. WIPE

142. Image is swept off screen as if it’s wiped away

143. WRAP

144. The word to describe the completion of a spot, “That’s a wrap.”