creating the television ad. visual techniques testimonials serials oldies footage spokesperson...
TRANSCRIPT
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