Television Commercial Projects in Communication Technology

Henry L (Hal) Harrison IIIHenry L (Hal) Harrison IIIThomas LovelandThomas Loveland

ITEA ConferenceITEA ConferenceFebruary 21, 2008February 21, 2008

Traditional Television Production in Secondary Education

• English elective with emphasis on English elective with emphasis on journalism.journalism.

• Media Studies elective associated with Media Studies elective associated with the school library.the school library.

• Morning news show on CCTV to Morning news show on CCTV to classrooms for school announcements, classrooms for school announcements, upcoming activities and administration upcoming activities and administration messages.messages.

Video Production Technology

• Content within Communication Content within Communication Technology sequence offered by Technology sequence offered by Technology Education.Technology Education.

• Communication Tech I introduces Communication Tech I introduces units on design principles, safety, units on design principles, safety, printing & graphics, digital printing & graphics, digital photography, desktop publishing, photography, desktop publishing, web page development, audio web page development, audio and video production.and video production.

• Communication Tech II & III can Communication Tech II & III can focus specifically on the content focus specifically on the content and processes of video production.and processes of video production.

Broadcast Booth

Links to Standards for Technological Literacy

• Based on the definition of Based on the definition of technological literacy, video technological literacy, video production technology makes production technology makes an ideal technology an ideal technology education content.education content.

• Properly planned, the course Properly planned, the course will give students an will give students an opportunity for intensive opportunity for intensive research and design, and research and design, and authentic applied work during authentic applied work during production and editing.production and editing.

Non-linear editing of public service announcement.

Standards-Based Curriculum

• Authentic-Contextual: learning through real world Authentic-Contextual: learning through real world experiences and work, rather than abstract activities. experiences and work, rather than abstract activities. Increasingly authentic tasks through the use of tools Increasingly authentic tasks through the use of tools and language of experts.and language of experts.

• Situated Learning: best learning occurs through Situated Learning: best learning occurs through context of work applications (and) context of work applications (and) highly social and interactive highly social and interactive communities of practice.communities of practice.

Four Questions to ask about Authentic Projects

• Does the project have clearly defined quality standards that Does the project have clearly defined quality standards that students can use to evaluate their work? (AETL Assessment students can use to evaluate their work? (AETL Assessment Standards benchmark 4-E)Standards benchmark 4-E)

• Will it require completion of tasks used in the real world in order Will it require completion of tasks used in the real world in order to help students understand and employ the major technologies to help students understand and employ the major technologies of the field? (AETL Program Standards benchmark 4-D)of the field? (AETL Program Standards benchmark 4-D)

• Will the project engage students in interacting and sharing ideas Will the project engage students in interacting and sharing ideas about ways to address problems and the lessons learned? about ways to address problems and the lessons learned? (AETL Program Standards benchmark 4-A)(AETL Program Standards benchmark 4-A)

• Does the project allow students to communicate their solutions Does the project allow students to communicate their solutions to an audience of experts? (STL Standard 11-R)to an audience of experts? (STL Standard 11-R)

An Authentic Situated Project for TV Production Technology

Television CommercialTelevision Commercial

An eight week, small An eight week, small group project that group project that results in the results in the completion of a 30 completion of a 30 second commercial second commercial for a local business.for a local business.

Phase OnePre-Production

• Three week phaseThree week phase• Brainstorm ideasBrainstorm ideas• Develop potential list of Develop potential list of

clientsclients• Problem Analysis: Local Problem Analysis: Local

business that needs business that needs increased sales.increased sales.

Phase OnePre-Production

• Audience Analysis: who is the Audience Analysis: who is the commercial effectively targeting?commercial effectively targeting?• Demographics: analysis of the typical Demographics: analysis of the typical

audience age, gender, economic level, audience age, gender, economic level, ethnicity, geographical concentration or ethnicity, geographical concentration or product knowledge. product knowledge.

• Psychographics views the audience by Psychographics views the audience by attitudinal traits like lifestyle, primary attitudinal traits like lifestyle, primary interests and beliefs interests and beliefs

Phase OnePre-Production

• Set objectives for the commercial.Set objectives for the commercial.• Increased traffic or sales most likelyIncreased traffic or sales most likely

• Choose type of appeal to the audience’s Choose type of appeal to the audience’s most basic wants and needs.most basic wants and needs.• EthicalEthical• LogicalLogical• Emotional: the most powerful to tapEmotional: the most powerful to tap

Phase OnePre-Production

• Choose commercial formatChoose commercial format• Straight Sell: with clear simple message, stresses Straight Sell: with clear simple message, stresses

product features.product features.• Testimonial: use of celebrity spokesperson i.e.; Testimonial: use of celebrity spokesperson i.e.;

Dan Marino, Kirstie AlleyDan Marino, Kirstie Alley• Humor: Make the audience laugh to capture their Humor: Make the audience laugh to capture their

attention and emotional connection.attention and emotional connection.• Music: use catchy tune like “Plop plop fizz fizz”…Music: use catchy tune like “Plop plop fizz fizz”…• Dramatization: mini story with a problem, tension, Dramatization: mini story with a problem, tension,

solution, and fulfillment of character.solution, and fulfillment of character.

• Set up meeting with businessSet up meeting with business• Present contract details: cost and Present contract details: cost and

completion date.completion date.• Free VHS or DVD copy delivered to client.Free VHS or DVD copy delivered to client.• If they choose to book air time, then a cost If they choose to book air time, then a cost

is charged.is charged.• Present storyboards and answer Present storyboards and answer

questions.questions.

Stage OnePre-Production Tasks

Stage TwoAuthentic Presentation

• Students give professional pitch to real Students give professional pitch to real advertising executives and producers.advertising executives and producers.• Professional dressProfessional dress• StoryboardsStoryboards• Ability to answer questions on the flyAbility to answer questions on the fly• Rest of class screened off from seeing the Rest of class screened off from seeing the

processprocess• Graded by executives on their content and Graded by executives on their content and

presentation skills.presentation skills.

Stage ThreeProduction

• Five weeks to schedule off campus taping, Five weeks to schedule off campus taping, voice-overs, music selection, titles and voice-overs, music selection, titles and graphics generation.graphics generation.

• Off campus taping privileges based on Off campus taping privileges based on parental consent, equipment insurance, parental consent, equipment insurance, completed paperwork and no discipline completed paperwork and no discipline referrals.referrals.

• Non-linear editing during class time.Non-linear editing during class time.• Delivery of final video copy to clients.Delivery of final video copy to clients.

Assessment

• Assessment instruments reflected Assessment instruments reflected authentic real world tasksauthentic real world tasks• Stage One: 15% of grade based on Stage One: 15% of grade based on

meeting preproduction milestonesmeeting preproduction milestones• Stage two: 35% based on advertising Stage two: 35% based on advertising

executive’s evaluationsexecutive’s evaluations• Stage Three: 50% based on Video Stage Three: 50% based on Video

Production rubricProduction rubric

Links to Accountability

• Students develop higher order thinking Students develop higher order thinking and learning skills from integrated and learning skills from integrated curriculum.curriculum.

• Applied connections to real world skills Applied connections to real world skills increase affective domain (belief in self, increase affective domain (belief in self, importance of work) thereby increasing importance of work) thereby increasing learning.learning.

Benefits of Video Production Technology

• For Technology Education TeachersFor Technology Education Teachers• Have students who are passionate and Have students who are passionate and

engaged in learning.engaged in learning.• Less classroom management issues.Less classroom management issues.• Increased visibility for the program within Increased visibility for the program within

school.school.

Benefits of Video Production Technology

• For students:For students:• Improved view of school leading to learning Improved view of school leading to learning

gains and improved attendance.gains and improved attendance.• Improved communication skills.Improved communication skills.• Open their eyes to needs of community.Open their eyes to needs of community.• Improved technological literacy.Improved technological literacy.

Benefits of Video Production Technology

• For communityFor community• Graduating students with applied work and Graduating students with applied work and

citizenship skills.citizenship skills.• Low cost advertising pieces to air on local Low cost advertising pieces to air on local

cable or in movie theatrescable or in movie theatres

• For Technology Education fieldFor Technology Education field• Increased visibility and support for fieldIncreased visibility and support for field• Technology education takes lead in promoting Technology education takes lead in promoting

technological literacy.technological literacy.

Summary

A TV commercial is a natural technology A TV commercial is a natural technology education project, firmly within the scope education project, firmly within the scope of the Standards for Technological of the Standards for Technological Literacy.Literacy.

Henry L (Hal) Harrison, Clemson UniversityHenry L (Hal) Harrison, Clemson Universityhlh@clemson.eduhlh@clemson.edu

Thomas Loveland, St Petersburg CollegeThomas Loveland, St Petersburg CollegeLoveland.Thomas@spcollege.eduLoveland.Thomas@spcollege.edu