1. Creating the Television Ad

2. Visual Techniques Testimonials Serials Oldies Footage Spokesperson
Demonstration
Close Ups
Story Line
Comparison
Still photos/artwork
Slice of Life
Customer interview
Vignettes
Humor
Animation
Stop Motion
Rotoscope
Problem Solution
Mood imagery
Split and Bookend spots
Infomercials
Combination
Testimonials- celebrities or other users of the product talking about it,
Serials- continuing commercials
Spokesperson-delivers copy, may demonstrate the product, product is hero
Demonstration-don’t try to fool the viewer
Close ups- hamburgers, things that need detail
Comparison- making another brand or person look worse
Still photos- slideshow, can still ad movement w/ zoom
Slice of life- brand is hero in a story, open with a problem and brand is solution, usually emotional
Vignettes- montage of people enjoying product and life (pepsi)
Humor-challenge to make humor fit with product and not just humor
Animation- cartoon or computer animation, fewer backgrounds the easier
Rotoscope- animation and live action combined
Problem solution- less depth of story than slcie of life, visuals
Mood imagery- many different techniques to succesfully set a mood and image
Split- 2 run with something unrelated between
Infomercial- up to 30 min

3. Planning the Commercial
sound effects
Sound has to fit with both sight and motion
Audio should interpret and advance the visual
Limit and time number of scenes
Communicate thought in short smooth time
Keep most shots detailed
Act out the script, don’t just read it
Make sure brand name is prominent
If you demonstrate a sale feature, you talk about the sales feature
Audio needs to be relevant but not describe the obvious

4. Planning the Commercial
The use of Supers can enhance the sale
Generally try to communicate one basic idea
Read audio aloud before to catch tongue twisters
Use everyday words and simple sentences
Write the video description as detailed as possible
Enlarging single words to aid the sale
Basic idea- state it, support it, demonstrate it, repeat promise at the end

5. Writing the Script Use easy to pronounce and remember words
30 ad only has 28 sec of audio
Write friendly and conversational
Write script next to video scene and music descriptions
copywriting- flowers

6. Developing the Storyboard
Its Difficult to see the whole picture from the storyboard
Quality varies from stick figures to full-color photos
Usually 4-12 frames
Standard size 4x3”
Screen Shot
Description of motion & audio

7. Basic Camera Shots Extreme Close up Shot Long Shot Close up shot
Extreme Long shot
Medium shot

8. Sketch- type of shot and what who is involved, don’t have to be detailed
Sequence- order of shots
Shot description- describe what can’t be said in the sketch
Transition in and out- change to from and to next scene
Video image- whether its title or movement or interview etc.
Audio recorded- sound that is recorded during shot
Added audio- audio planned to be put in during editing including music or narration
Transition out
Estimated time
Any specifics that need to be said or known

10. Opticals Effects between scenes to aid in transition
Cut- no transition
Dissolve- fade out as another fades in
Fade in- from black
Fade out- into black
Matte- background changes
Super- object super ceded over scene
Wipe- scenes change in a geometric pattern
Zoom- long shot to close up
Follow a moving object
Opticals could be part a large part of the commercial
Fade outs and in work for lapses in time
Wipe- used for rappid succesion of short quick scenes, montage effect
Zoom can be fast or slow
Best editing-jaguar

11. Music Soundtrack- transitions can fit changes in music
Can set the mood of the commercial
Backgrounds
Transitions
Movement
Accents
Jingle- can take the place of announcing
Transition music- tempo builds or slows to excite or change mood
Movement- up scale or down scale
Accents- beats put emphasis on certain points of the video
music