Creating the Television Ad. Visual Techniques Testimonials Serials Oldies Footage Spokesperson...

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Creating the Television Ad

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Creating the Television Ad Slide 2 Visual Techniques Testimonials Serials Oldies Footage Spokesperson Demonstration Close Ups Story Line Comparison Still photos/artwork Slice of Life Customer interview Vignettes Humor Animation Stop Motion Rotoscope Problem Solution Mood imagery Split and Bookend spots Infomercials Combination Slide 3 Planning the Commercial Sound has to fit with both sight and motion Audio should interpret and advance the visual Limit and time number of scenes Communicate thought in short smooth time Keep most shots detailed Act out the script, dont just read it Make sure brand name is prominent sound effects Slide 4 Planning the Commercial The use of Supers can enhance the sale Generally try to communicate one basic idea Read audio aloud before to catch tongue twisters Use everyday words and simple sentences Write the video description as detailed as possible Slide 5 Writing the Script Use easy to pronounce and remember words 30 ad only has 28 sec of audio Write friendly and conversational Write script next to video scene and music descriptions copywriting- flowers Slide 6 Developing the Storyboard Its Difficult to see the whole picture from the storyboard Quality varies from stick figures to full- color photos Usually 4-12 frames Standard size 4x3 Screen Shot Description of motion & audio Slide 7 Basic Camera Shots Extreme Close up Shot Close up shot Medium shot Long Shot Extreme Long shot Slide 8 Slide 9 Slide 10 Opticals Effects between scenes to aid in transition Cut- no transition Dissolve- fade out as another fades in Fade in- from black Fade out- into black Matte- background changes Super- object super ceded over scene Wipe- scenes change in a geometric pattern Zoom- long shot to close up Follow a moving object Best editing-jaguar Slide 11 Music Soundtrack- transitions can fit changes in music Can set the mood of the commercial Backgrounds Transitions Movement Accents Jingle- can take the place of announcing music