Lights! Camera! Action!1) ScriptIncludes information such as audio to be played, cuts and screen directions.Specifies the audio and video instructionsAllows for discussion of proposed commercialMany departments are involvedAccount managementLegal department – to avoid lawsuits, deceptive claimsInternal use2) StoryboardThe storyboard is the blueprint for the production. Its has three components:1) Pictures – illustrations that show the main scene. The visual guide to producing the movie.2) Video – This includes a written describe of how the scenes should be filmeda. Pan, close up, far away shot, cut away3) Audio - this includes a written describes of audio that will assist the ad.a. Play this song at this moment, voice over, narration.4) 3) PresentationThe presentation stage includes production this is the part when the script and the storyboard are put into action.The Production stage has three different stages:1) Pre production includes finding actors, location, props, producers, rehearsal, designing set…. etc. All the planning needed before going into production of the storyboard.2) Production includes the actual filming of the advertisementNote: Politics are usually faster at putting out advertisement.3) Post Production includes the editing process, the additional of voice-overs and setting a soundtrack to the advertisement. All the activity after the filming of the storyboard.These there stages depend of the advertisement and can vary.Tips to creating effective televised commercials1) Visually CaptivatingMost content is visual, advertisement with too many words aren’t interesting2) K.I.S.S (Keep it sweet and simple)Focus on one main idea, trying to put to much into a 30 sec ad can be confusing and distracting.3) Opening is criticalAttention must be held early, people are quick to change channels so the first few seconds must be interesting4) Entertainment as a means to sellAdvertising is not pure entertainment; don’t lose the focus of trying to sell the product.5) BelievableCredibility is crucial, it’s not designed to fool the audience but show the main message to sale.6) Show desired behaviorWhen possible show audience wants you are actually trying to sale. The product in a useable way.Radio ProductionRadio is the only media with no visuals therefore it is the hardest to create effective advertisements.How to creating effective radio commercials:1) Grab attention earlyTo avoid audience changing the station switching and tuning out2) Theater of the mindUsing voices, sound effects and music to let the listener’s imagination create visuals.3) Music and JinglesMost programming is music based in order to grab your attention. Like haha…. Thought it was your favorite song. Its not.4) Image transferTransferring a visual created in a visual medium to radio. Using the concept for the visual television advertisement and transferring it ove to the radio allows for the use to grab the visuals while listening to the audio5) KissFocus on one main idea and ad to informative will get lost in the listener6) Ask for actionBehavior. You can’t show the to go get the product so demand that they go get the product. You have to speak it.7) RepetitionListener can’t see product, you have to keep reinforcing the brand name in order to keep the ad effective.Four Specific Radio StrategiesHumorUnique voicesSound effects (sfx)Music* These concepts are not mutually exclusiveADV 3008 Lecture 10 Outline of Last LectureI. Print Production Outline of Current Lecture II. Start new Chapter Lights! Camera! Actionsa. Three aspect of production b. Tips for producing commercialsc. Radio Production Current Lecture← Lights! Camera! Action! ←← 1) Script Includes information such as audio to be played, cuts and screen directions. ←- Specifies the audio and video instructions- Allows for discussion of proposed commercial o Many departments are involved Account management Legal department – to avoid lawsuits, deceptive claims- Internal use← 2) Storyboard← The storyboard is the blueprint for the production. Its has three components:1) Pictures – illustrations that show the main scene. The visual guide to producing the movie. 2) Video – This includes a written describe of how the scenes should be filmed a. Pan, close up, far away shot, cut away 3) Audio - this includes a written describes of audio that will assist the ad. a. Play this song at this moment, voice over, narration. 4) 3) PresentationThe presentation stage includes production this is the part when the script and the storyboard are put into action. The Production stage has three different stages:1) Pre production includes finding actors, location, props, producers, rehearsal, designing set…. etc. All the planning needed before going into production of the storyboard. 2) Production includes the actual filming of the advertisement Note: Politics are usually faster at putting out advertisement. 3) Post Production includes the editing process, the additional of voice-overs and settinga soundtrack to the advertisement. All the activity after the filming of the storyboard.← These there stages depend of the advertisement and can vary. ←← Tips to creating effective televised commercials1) Visually Captivating o Most content is visual, advertisement with too many words aren’t interesting 2) K.I.S.S (Keep it sweet and simple) o Focus on one main idea, trying to put to much into a 30 sec ad can be confusing and distracting. 3) Opening is critical o Attention must be held early, people are quick to change channels so the first few seconds must be interesting4) Entertainment as a means to sello Advertising is not pure entertainment; don’t lose the focus of trying to sell the product.5) Believable o Credibility is crucial, it’s not designed to fool the audience but show the main message to sale. 6) Show desired behavior o When possible show audience wants you are actually trying to sale. The product in a useable way.← Radio Production← Radio is the only media with no visuals therefore it is the hardest to create effective advertisements. ←How to creating effective radio commercials: 1) Grab attention early - To avoid audience changing the station switching and tuning out2) Theater of the mind o Using voices, sound effects and music to let the listener’s imagination create visuals. 3) Music and JinglesMost programming is music based in order to grab your attention. Like haha…. Thought it was
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