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; 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.

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

5. 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

6. 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

7. 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

8. ADVERTISING APPEALS Reason Reason Emotion Emotion Humor Humor Fear Fear

9. 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

10. DESIGN AND TESTING Brainstorming Brainstorming Presentation Presentationstoryboards Focus group Focus group

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

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

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

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

15. COMMERCIAL PRODUCTION DOCUMENTS Spilt-pageScript

16. ProductionStoryboards

17. Location Photos andSketches

18. COMMERCIAL PRODUCTION DOCUMENTS Shot Lists Shot Lists

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