ISBN: 0844230316
Godina izdanja: 1992
Jezik: Engleski
Oblast: Film
Autor: Strani

Huntley Baldwin - How to Create Effective TV Commercials
NTC Business Books, Lincolnwood Illinois, 1992
286 str.
tvrdi povez
stanje: dobro

This primer outlines the full TV commercial production process from the creative copy and storyboard to preproduction planning, the actual production itself, and then postproduction editing and finishing. Highlighted with storyboard and shot examples.

Contents:
Part One: Commercials in perspective
1. A short history of commercials
The beginnings: Radio days
Television takes over
TV commercials: The early years
The creative revolution
The sobering seventies
`1984` and beyond
What is past is prologue: Some conclusions
2. What makes a good commercial
Everybody knows what a good commercial is
Hard sell vs. soft sell: The line is drawn
Left brain, right brain
Left brain advertising: The dominance of cognition
Challenges from the right brain: The case for feeling
Whole brain advertising: A summary
Part Two: Strategy to idea
3. Creative strategy: Asking the right questions
The case for creative strategies
Three key questions: Who? What? Why?
Where to look for a selling proposition
A close look at the product
A close look at the prospect
Summary: The chart grows
4. Creativity: How ideas are born
Defining creativity: Getting down to the real intangibles
How to be creative
How not to be creative. Part Three: Idea to execution
5. How ideas take shape: Execution I
Ideas and executions: Which is which
The ingredients of a TV commercial execution
Words, images, and symbols
A variety of styles
Summary: The chart grows
6. A catalog of formats: Execution II
An introduction to formats: Cliché or Clio?
Product presentation
Demonstration
Problems and solutions
Slice-of-life
Presenters
Continuing characters
Testimonials
Vignettes
Story
People/narration
Satire
Musical
Personification
Symbolism/Analogy
Summary: The chart grows
7. Production techniques: Execution III
Production costs vs. production value
Time and money
How much does it all cost?
Production techniques in perspective
Live action and animation
A short catalog of special effects
8. Putting it all together: Execution IV
The chart as summary
The chart as starting point
Birth of the storyboard
The script
Commercial lengths: Sixties and thirties and fifteens
Some rules that even creative people can life with
Part Four: Storyboard to commercial
9. Visual storytelling
Understanding video
Visualizing the shot
Visualizing (and describing) movement
Transitions
Cutting and continuity
The art of storyboardsmanship
Presenting storyboards
10. Does it work?
The storyboard revisited: Five danger signals
Timing: Beware the sixty-second minute
The opening shot: obviously ..
Structure: Leading the viewer by the hand
Audio-Video integration
Product integration
Storyboard analysis: An example
Can your storyboard pass this test?
11. Is it legal?
The end of misleading advertising
Who watches commercials?
Copy claims (you can`t say that!)
Demonstrations (waiter, there`s a marble in my soup!)
Testimonials (I am not an actor, I am a real person)
Rights (and wrongs)
Four red flags
Honesty is the best policy
12. Producing commercials
From storyboard to answer print: An overview
The bidding process
What goes out to the studios
The estimate
The preproduction meeting
Talent and casting
Producers and creatives
Production people: Who`s who (and what they do)
Etiquette and jargon on the set
Making tracks: Sound and recording
From dailies to screening room
13. Evaluating commercials: Some aids to judgment
The rise of numbers
The dilemma of copy testing
The state of the art: A look at two commercial tests
What copy tests measure (and do not measure)
The elusive E factor
Summary: A few things to consider while waiting for the test scores to arrive
Appendix I: Animation production
Appendix II: Television of the imagination: Radio
Appendix III: Direct response commercials


Nonfiction, Video, Advertasing, 0844230316