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Basic TV Ad Production
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Basic TV Ad Production



TV Advertising Production

TV Advertising Production



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    Basic TV Ad Production Basic TV Ad Production Presentation Transcript

    • TVC Production Techniques in Print and Broadcast Advertising
    • TVC Production Process
    • Creating Effective TV Commercials
      • Begin at the finish.
        • Concentrate on the final impression the commercial will make.
      • Create an attention-getting opening.
        • An opening that is visually surprising or full of action, drama, humor or human interest sets the context and allows a smooth transition to the rest of the commercial.
      • Use a situation that grows naturally out of the sales story.
        • Avoid distracting gimmicks. Make it easy for viewers to identify with the characters.
    • Creating Effective TV Commercials
      • Characters are the living symbol of the product.
        • They should be appealing, believable, nondistracting and most of all relevant.
      • Keep it simple.
        • The sequence of ideas should be easy to follow. Keep the number of elements in the commercial to a minimum.
      • Write concise audio copy.
        • The video should carry most of the weight. Fewer than 2 WPS is effective for demonstrations. For TVCs, 101-110 words is most effective. More than 170 words is too talky.
    • Creating Effective TV Commercials
      • Make demonstrations dramatic but believable.
        • They should always be true to life and avoid the appearance of camera tricks.
      • Let the words interpret the picture and prepare viewers for the next scene.
        • Use conversational language; avoid “ad” talk.
      • Run scenes five or six seconds on average.
        • Rarely should a scene run less than 3 seconds. Offer a variety of movement-filled scenes without “jumping”.
    • Creating Effective TV Commercials
      • Keep the look of the video fresh and new.
    • TVC Script
      • VIDEO
      • Contains description of visuals and production: camera angles, action, scenery and stage directions
      • AUDIO
      • Lists spoken copy, sound effects and music.
    • Film techniques
      • SHOT
        • Basic visual element in a film
        • Continuous view made by one camera without interruption
        • Each shot is a take. A number of takes may be required to make one acceptable shot
        • A scene may consist of one or more shots taken from different angles and distances
    • 3 Important Considerations
      • Area included in the shot
      • The viewpoint
      • Camera angle
    • The area included in the shot
      • Extreme Long Shot (ELS)
        • Panoramic shot that shows a great area seen from a distance
        • AKA Establishing shots because their purpose is to establish a frame of reference for the audience
        • Establishes geographical setting or scenic beauty
    • Extreme Long Shot (ELS)
    • The area included in the shot
      • Long Shot (LS)
        • Less panoramic and a little more specific than the ELS.
        • Setting could be established but the viewer will be better able to pick out and relate to specific individuals within the shot
        • Used to establish all elements in the scene, so that viewers will know who is involved, their location, etc.
    • Long Shot (LS)
    • The area included in the shot
      • Medium Shot (MS or MED)
        • People are filmed about waist high.
        • Camera is close enough to capture gestures, expressions and movements
        • Most common type of MS is two-shot, in which 2 characters exchange dialogues
        • MS are good reestablishing shots after series of close-ups to help reorient viewer to the larger scene, action or setting
    • Medium Shot (MS or MED)
    • The area included in the shot
      • Close Up (CU)
        • CU of a person includes head and shoulders. Variations include: medium CU (between waist and shoulders to above the head), head CU (head only), and choker CU (below lips to above the eyes)
        • Basic use of CU is draw attention to a significant detail such as unique product feature or the emotional reactions of an actor.
        • Backgrounds should be kept simple or simply out of focus
        • 2 basic editing uses of CU: Cut-in CU is a CU of a preceding larger shot to heighten dramatic dialogue, isolate significant detail, magnify small-scale action, etc. Cut-away CU is a CU related to but not part of the previous scene. It depicts action simultaneously happening elsewhere.
    • Close Up (CU)
    • The area included in the shot
      • Extreme Close Up (ECU)
        • Focus attention on detail of a detail. Tiny objects or areas, small portions can be magnified.
    • Extreme Close Up (ECU)
    • The Viewpoint
      • Objective-impersonal. Viewpoint of a sideline observer. Characters do not look at the camera.
    • Objective Viewpoint
    • The Viewpoint
      • Subjective-Personal, involved viewpoint (audience or one of the characters). Characters look directly at camera.
    • Subjective Viewpoint
    • Camera Angle
      • Eye Level: sense of equality, attainable
    • Camera Angle
      • Looking down (high angle): gives viewer a sense of superiority on the subject. Makes subject appear inferior.
    • Camera Angle
      • Looking up (low angle): gives a sense of height or superiority to the subject.
    • Visualizing & Describing Movement
      • Side to Side
        • Pan (camera pivots from fixed point to turn and follow the action)
        • Truck (lateral movement of camera when it is mounted and fixed to move parallel to the action without pivoting)
    • Visualizing & Describing Movement
      • Forward or Backward
        • Dolly (in or out)- platform on which the motion picture camera is mounted and can thereby by pushed toward or away from the subject.
        • Zoom (in or out move accomplished by turning a special camera lens (called zoom lens). Can be done at various speeds for various effects.
    • Transitions
      • Fade in: optical transition in which a black screen gradually brightens into an image. Used to begin a story or sequence.
    • Transitions
      • Fade out : one in which the image gradually darkens to black. Used to end story or sequence.
    • Transitions
      • Jump Cut: Scenes instantly change without transition
    • Transitions
      • Dissolves (DISS)
        • Matched dissolves-two connected scenes are similar in form, motion or content.
        • Overlapping dissolves-slower transitions which 2 scenes can be seen superimposed in the middle of the dissolve.
        • Distorted dissolves-shimmy, ripple, shiver, shake, twist etc.
    • Transitions
      • Wipe-second scene appears to push the first scene off the screen.
    • Inserting text and images
      • Superimpose: (SUPER) Product or text appears to float or pasted on the video.
    • Cartoon Network
    • The End Thank you!