Creating the Television Ad

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

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, don’t just read it

• Make sure brand name is prominent

sound effects

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

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

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

Basic Camera Shots

Extreme Close up Shot

Close up shot

Medium shot

Long Shot

Extreme Long shot

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

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