1. Unit V: Advertising & Moving Images

2.   A commercial is a TELEVISION advertisement.  "Advertisements are _________” What is a commercial?

3.   ADVERTISING is… Mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The idea is to drive consumer behavior in a particular way in regard to a product, service or concept. What does it do?

4.   There is not a single generally accepted definition of advertising. Instead, there are several ways to define it. In summary: Advertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas. Advertising

5.   A = Audience T.A.P.  T = Text  P = Production The content of the advertisements. What are the companies trying to sell? Who the product is being sold to Boys, girls, or families Be more specific… Groups or affiliations Medium by which the advertisement was created TV commercial, newspaper, etc. The strategies used to create

6.  Elements of Commercial Video Audio

7.   Cameras ~ A camera can be positioned high or low; a camera can also be panned (moving left or right) or tilted (moving up or down); the lens can zoom in (closer) or Pull out (farther away)  Lighting ~ This includes shadows, colors, and other lighting characteristics such as “soft” or “harsh” light, contrast, and more  Audio ~ Sound includes who is heard speaking, what music is used, sound effects, volume, ambient sounds, and more.  Editing ` Editing determines what is seen and not seen. Frequency and transition style between cuts are also part of editing.  Setting ~ the place where and the time when the actions occur.  Actors ~ In addition to “who” they are, the language of actors includes their nonverbal expressions, makeup, hairstyle, accents, and style of speech. Behind the Scenes T AKE A CLOSER LOOK

8.  Audience Attributes Boys Girls

9.  Audience Attributes Boys  Adventurous music  Loud booming voices  Colors: reds, yellows, blacks  Powerful Images Girls  Light Airy Music  Female Voices  Colors: Pastel  Soft & Peaceful

10.   What is the purpose of advertising on TV?  On which cable/satellite networks might you find toy commercials?  Who is the audience for toy ads?  What is the toy manufacturer hoping to accomplish by airing these spots?  What do you find appealing in most toy commercials?  Are boys/girls/both featured in most toy commercials?  What are the common "techniques of persuasion”?  Define the word deceptive. Do commercials always tell the truth? Buy Me That… Some Things to think about.

11. 

12.  Buy Me That Too! Shows Channels Where might we see these commercials?

13.   How has your thinking about toy commercials changed since you've seen the entire video? Do you always believe what you see  In the commercial did Typhoon 2 really glide on water--or did the producers make it appear to glide on water?  If you were going to re-create the "glide on water" scene, how would you do it? Where would you put your camera?  Did you ever receive a toy that failed to live up to expectation? If so, describe what happened?  To whom would you write, in order to complain about a toy that failed to deliver promises made in a commercial? (students should consider not only WHO made the toy, but also WHO broadcast the ad)  Do TV networks have any obligation to ensure that advertising is truthful?  Which US Government agency is responsible for ensuring toy ads are not deceptive? Buy Me That

14.  Tyco Typhoon II

15.   CODES: SFX= sound effects (audio added in post-production) SUPER= abbreviation for super-imposition; graphic, usually words, electronically displayed, usually over video SPLIT SCREEN= visual effect literally dividing the screen in half, vertically or horizontally POV= point of view; where the camera is placed ( in this case, the camera is underwater shooting up towards the toy) The Script

16.  Script For "Typhoon 2” Video  1) the glider, masked in fog, is seen emerging 2) quick cut profile of the toy 3) back of toy seen moving away from the camera (Super) Typhoon II 4) Toy moves quickly across the screen, emerging from rocks 5) Camera shot up high: shoots down while two Typhoons zip by 6) Tight shot on the back of the toy as it moves away from the camera  7) Camera follows the toy 8) hand scene inserting battery (Super): Batteries Sold Separately at the bottom in small print 9) SPLIT-SCREEN Top half: (Super) 9.6 V Turbo Bottom half: toy zips by 10) Toy Emerges over rocks and splashes into water 11) Camera shoots up at toy (POV) from underwater 12) Toy zooms by, again Audio  (loud, powerful, noisy music heard in background)  Announcer excitedly: The fastest 9 point 6V turbo hoovercraft in the world! Typhoon 2! It's bigger, hotter....(SFX rounding corners) Giant turbo props for maximum power. Rechargeable 9 point 6V battery pack. Incredible straight line speed! Flies over land AND water on a "cushion of air." Three bigger more powerful turbo motors........

17.   Show lots of stuff you don’t get 5 Toy AD tricks Listen and watch carefully for what does and doesn’t come with with a toy. Read packages to find out what’s included before you buy. Pay attention to the toy when it is in the kids hands instead of by itself. Try a toy at a friends house or in the store before you buy it. Then you will know how it really works instead of relying on the Ad. When watching ads with animation and special effects: Ask yourself what fantasy is this selling? Pay attention to only the parts of the real ad, selling the real toy.  Show Toys bigger than they are  Cut the boring parts  Sell a fantasy world  Use kids voices

18.   Is it legal? Yes and No  Do the networks and TV stations have any obligation to air commercials that tell the truth?  Who could you write a letter o in order to complain about a misleading or deceptive toy ad?  How elese are toy marketers using social networks and web technologies to reach both parents and young people? Who oversees children's advertising?

19.  PSA

20.  Deconstruction Analysis

21.   Create your own script Reconstruction

22.   Not doing? News literacy

23.  Language of film

24.   Storyboards  Techniques  Authenticity  Symbolism  Point of View  Interactive Poster  Documentaries  Video Clips  Copyright Film making process