The document outlines the process for creating a television commercial (TVC), including pre-production, production, and post-production stages. In pre-production, the target audience and medium are identified, ideas are conceptualized, characters are developed, and a storyboard is created. Production involves filming or animation at locations. Post-production consists of editing video and audio, adding special effects and music, and finalizing the commercial for distribution. An example storyboard is also included to illustrate the pre-production planning process.

2. Key message:Relate with brand and
relevant with target audiences
Single minded: Should deliver only
one message
Unique:Could not be copied
Brand association
Can be associated with brand
Can be correctly recalled
Purchase intention:
•Possibility of purchase after seeing the Ad
Principles
of TVC
Production

3. Client Advertising
Agency
Production
house
Media
(television)
Advertising brief (step 1)
Present innovative idea and
storyline (step 2)
Production process (step 3)
Post production and publish
tape to media (step 4)

4. BẢN YCST CÁC TVC
STORYBOARD
TEST CHỌN
STORYBOARD
THỰC HiỆN
ANIMATIC TVC
TEST
ANIMATIC
CHỌN ĐẠO DiỄN,
DIỄN VIÊN, CẢNH
ĐẠO CỤ
QUAY PHIM,
VIẾT NHẠC
THU VOICE
DỰNG PHIM,
SPECIAL
FX SOUND
EDIT MIXING
DUYỆT
OFFLINE OPTION
CHỈNH SỬA
DUYỆT FINAL
VERSION
DUPLICATE
VIDEO TAPE
GỬI ĐÀI,TV
THỰC HiỆN
QuẢNG CÁO

5. The Briefing Pre-production Production Post-production

6. Identify the target
audience(age, sex, and
demographics…)
Identify the medium of choice;
these could include television,
cinema, animation, or even live
Identify budget
The agency or production company talks to the client
about what the client wants to say with television
commercial. The production company writes all of the
necessary points down and pitches ideas to the client
based upon the information. After the client and
production company decide on a few ideas that will
work, the production company will go to work on the
next steps of the production process

7. The Idea
(Conceptualizing):
Characters
(Characterization)
The Storyboard
(Storyboarding)
Pre-production
Pre-production is the first stage of television production. This is when
scripts are written, story lines are crafted and a storyboard is developed.
Producers will do research, location scouting, casting and budgeting.
Actors will rehearse and the director will plan his approach. This is more
or less a planning stage, making sure that all the elements are in place for
production and post-production. A timeline will be established and
producers will coordinate different elements of both production and post-
production to ensure the most efficient workflow

8. Create an environment
Create the animation
Identifying a location
Shoot
Production
Production is the actual taping of the TV show or
shoot. Cast and crew are assembled, and the director
will orchestrate the taping and work to shoot as quickly
as possible. Production may take place in a studio or on
location

9. Edit
Mix the Audio
Transfer to Film
The Preview
Produce the Final Release
Post-production
The post-production process includes all video editing, sound
editing and exporting of the TV commercial. Video editing is
performed on a non-linear editing system (NLE). The footage is
reviewed, and the best performances from the actors are put
together by the editor. Once all of the video editing is completed,
the sound is mixed to make the audio levels even. Music and
sound effects are finally added to the commercial. Once
completed, the commercial is exported to videotape or hard drive,
depending on the needs of the TV studio, and delivered

10. An Example about making animation TVC

11. EXAMPLE OF STORYBOARD

12. • STT Shot
• Duration
• Images
• Sound
• Note
STORYBOARD