Beruflich Dokumente
Kultur Dokumente
TV ADVERTISEMENTS
TV ADVERTISEMENTS
THE CREATIVE TEAM
Editor Musicians Copywriter
Arranger
A person employed to write advertising or publicity copy (text) A musician who adapts a composition for particular voices or instruments or for another style of performance
TV ADVERTISEMENTS
TYPES OF COMMERCIALS
A buyout means that they are going to pay you a lump sum of money to use that commercial for a specific period of time and a specific use. Buyout. A one-time payment for shootingand inairing a commercial.
TV ADVERTISEMENTS
TYPES OF COMMERCIALS
Spokesperson Commercial.
Uses an authority figure (usually very recognizable or with professional credentials) to lend credibility to a product.
Celebrity endorsement
TV ADVERTISEMENTS
TYPES OF COMMERCIALS
TV ADVERTISEMENTS
TYPES OF COMMERCIALS
TV ADS
Organizing a review
How should a film review be structured? What information should it contain?
Organizing a review
Organizing a review
The heading The opening paragraph Film styles (genre) Plot (synopsis) Giving your opinion Scenes Characterization Final comments
Organizing a review
The heading
Provide by Written 1984 brief information about the film, such as title, director, duration, Haydn (copywriter) Steve Starring etc. as in the example: Lee Major: unnamed heroine AnyaClow (creative director) Brent Thomas Big Brother David Graham: (art director) Cinematography: Adrian Biddle Directed by Editing: Pamela Power Ridley Scott Studio: 0 seconds, USA, (1984) 1 minuteFairbanks Films, New York Distributed by: Apple, Inc. Release date: December 31, 1983 and January 22, Language: English 1984 (only daytime televised broadcast) Budget: $900,000
An in-class assignment
After viewing the commercial:
1.
2.
Give brief information about the TV commercial, such as title, director, duration, etc. Write a brief summary in two or three sentences. Describe the commercial. To help you with the description, think of the following: Form, Audience, Topic, Purpose Target audience Message Visual & Aural techniques
3.
An in-class assignment
After viewing the commercial:
3.
Describe the commercial. To help you with the description, think of the following: Is there a logo? Is there a slogan? What about celebrity endorsement? Does it use testimonials?
An in-class assignment
Lets recap:
Form, Audience, Topic, Purpose Target audience Message Visual & Aural techniques Is there a logo? A slogan? What about celebrity endorsement? Does it use testimonials?
An in-class assignment
After viewing the commercial:
What product or service is the commercial trying to sell. Where is the commercial set? Describe the setting. What objects, if any, were in the spot? Describe them. What happened in the commercial? Provide as much detail as possible.
2.
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An in-class assignment
After viewing the commercial: Based on Arthur Asa Bergers The Manufacture of Desire: Alcohol Commercials and Society
1.
The Narrative Structure. Basically, the story-line and its symbolic significance. Dialogue and Language. What do the characters say to one another and what, if anything, are they saying to us? What devices do they use to gain our attention or affection and to persuade us?
2.
An in-class assignment
After viewing the commercial: Based on Arthur Asa Bergers The Manufacture of Desire: Alcohol Commercials and Society
3.
Actors and Actresses. Do we feel attracted to them and empathize with them? What kinds of symbolic figures are used as characters in the commercial? What use do the performers make of facial expression, body language and their voices? What about the clothes they wear? How old are they? Technical Matters: Lighting, Color, Editing and Music.
4.
An in-class assignment
After viewing the commercial: Based on Arthur Asa Bergers The Manufacture of Desire: Alcohol Commercials and Society
5.
Sound and Music. What use is made of sound effects? Is there music used? If so, what kind and for what purposes? How does it affect us? Signs, Symbols and Intertextual Devices. Signs and symbols (cross for Christianity, etc.). Intertextuality. Commercials can take advantage of what people already know--about history, literature, the arts, and popular culture--in getting their messages across.
6.
An in-class assignment
After viewing the commercial:
Finally,
Give your opinion
1.
TV ADVERTISEMENTS
What makes a good TV ad?
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Gain the interest of the viewer at the beginning; the first 3 seconds are critical. Look for a key visual, a scene that encapsulates the entire selling message. Tell one important story per commercial. Tell it clearly, tell it memorably, and involve the viewer. Observe the rules of good editing. Make it easy for the viewer to get into the idea for the commercial. Always try to show the product in close-up at the end.
unexpected plot twists, unbelievable, phenomenal spectacular visual effects, excessive violence, moving
An in-class assignment
An in-class assignment
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