Creating a television commercial

Using persuasive tactics to drive commercial business

What is a commercial?

• A public message produced and paid for by an organization• Conveys a message, typically to market a product or service

History of the TV Spot

• 1920s – Listening to the radio became very popular and most homes had at least one radio

• 1940s - TV became a new medium• First TV spot ran July 1, 1941• Click here to view

the Bulova watch ad

Tv commercial length

• TV spots can be any length, from 15 seconds to hour-long infomercials

restrictions

• Federal Communications Commission (1934)–Mission is to regulate interstate

communications by radio, television, wire, satellite, and cable in all 50 states, the District of Columbia and U.S. territories

• Cigarettes–Banned in 1971

• Alcohol–Allowed, but no on-screen consumption

cost

• Production (30-second spot)–$350,000 - average

•Media–$2,000 to $2.4 million

How to create a spot

Yes, you will be making your own TV Commercials! But how?1. Concept brainstorm2. Word-for-word script3. Shoot video4. Edit5. Done!

Concept brainstorm

•What is your product?•Why do people care about it?•Why do they use it?•Why don’t they?•What do you want them to do with it?

Writing a word-for-word script

• Tells the actor/actress exactly what to say

• Tells videographer exactly what to shoot

• Creates a plan so time isn’t wasted

Shot #

Video Audio

1 Wide shot of bride and groom walking across tarmac to private plane, closing in tight as they begin to speak

Bride: What an amazing day! I am so blessed.Groom: Of course you’re lucky – you have me!

2 Wide shot of bride and groom in front of private plane

Bride: you’re right…how could I get so lucky?

3 Tight shot of groom in seat inside plane

Groom (to flight attendant): Bring me a CokeGroom (to camera): I don’t always drink soda, but when I do, it’s always Coca-Cola

4 Coca-Cola jingle plays Tight shot of logoFade to black

Script Creation

Shooting your video

•Most of your phones have nice video cameras – use them• Take much more video than you think you will need– You will need plenty of options later when

you are editing

Editing your video

• We will be using a program called Microsoft Movie Maker– Type in “Microsoft Movie Maker” into Google and download it

onto your PC– It’s free so I suggest you download it at home so your group

can work outside of class

• You will have to play around with this program to figure it out, hence the reason you have two weeks for this project!

Major grade assignment

1. Form groups of THREE – pick your partners wisely for obvious reasons

2. Brainstorm your product and your concept– The product can be real or fictional– If it is an existing product, you MAY NOT copy any

elements of the product’s existing marketing campaign

– You MAY use ideas from other product’s marketing campaigns like I did in my example

3. Create your storyboard using the shot sheet template and submit it via Google Drive by the end of class on Friday, April 24th

Major grade assignment4. Be prepared to start shooting your video

on Tuesday, April 21st – Your commercial must be 30 seconds in length, so

make sure you have enough copy and video planned to fill the space

– You are only allowed to submit ten seconds of classroom video in your final product

– You can shoot anywhere on campus– The best videos will largely be shot outside of

school

5. Final editing should occur during the week of April 27th

6. You will be graded on your ability to follow directions, use time wisely, creativity, and your message

Major grade assignment

7. The best way to get your videos from your phones/camcorders to your computer is to either connect with a USB cord (you will have to bring your own) or email it to yourself

8. Save your project in .MOV format on your H drive as [your last name] TV Commercial [class period], and then submit it to Mr. Nigrelli via Google Drive by the end of class on Friday, May 1st

9. MAKE SURE ALL GROUP MEMBER NAMES ARE NOTED AT THE VERY BEGINNING OF THE MOVIE