1. Ali BENHAMMOU FEVRIER 2012 I.L.C.S

2. Text and image are iconographic and informative intentions of advertisers « the difference between stability and movement in TV is that when the message is still (the case of print ad) it provokes an active scrutation of the spectator, but the mobile message subscribes the spectator in the space and time », Gervereau (L.), Voir, comprendre, analyser les images, Paris, La découverte, 1997 Image and text in TV the message needs an effort for readers to decode the fixed icones appealing all the senses the message needs a realistic position that leads us immedialty to believe in the representation offered to us In general, everyone is sure that what is seen in TV is what should be seen.. This is a first advantage for spot TV advertisers In general, everyone is sure that what is seen in TV is what should be seen.. This is a first advantage for spot TV advertisers

3. A flow of images (sequences): as if reading a book (introduction – body copy – conclusion) In this context, the image and text in TV are the whole message, an abrupt synchronic (linked to each other) message, wherase all other forms of communication are diachronic (separated) TV messages Synchronic: text completes image, sound completes image and image a reflection of the text and sound

4. Four aspects in TV message: Image and text in TV 1. « Natural »: explanation insiste on evidence 2. « Practical spirit »: immediate efficiency of the idea and the opportunity to verify its pertinence 3. « Simplicity »: description and explanation of facts 4. « Accessibility »: everyone can understand the world of TV, a minimum of comprehension is largely sufficient

5. 5 TV spot Two parts : video first and audio second TV deals with : image (sight), sound (ear) and motion (feeling) Visual techniques in advertising: 1. Testimonials: using celebrities 2. Spokesperson: using a presenter in front of the camera 3. Demonstration: showing how a product works 4. Close-ups: showing the product in action 5. Story-line: using a miniature movie 6. Comparisons: with customer view, humor…

6. 6 Elements of TV production The succession of TV images uses the techniques : – Cut : one scene cuts into the next – Dissolve : one scene fades out while another fades in – Fade in : from the scene to total black (# fade out) – Matter : part of a scene is placed over another gradually – Wipe : the new scene wipes off the previous one from to bottom

7. 7 Elements of TV spot The script : a detailed description of the spot content TV SCRIPT Date: Company: Product: Title: SequenceVideo (Action)Audio (sound)Duration Sequence 1Description of actors and camera movement Music, sound effects, announcer Time of each sequence (seconds) Sequence 2………………………… …. …………………………………………… ……

8. 1.Spot sequence – Duration of spot – Number of sequences / duration of each – How transitions between sequences are operated (cut…) – Technique used in transition (slow, accelerated...) 2.Elements of enonciation – Enonciative direct or indirect - constant or variable? – How the spot discourse is positioned (authentic, fictional, promotional, esthetic)? Methode of analysis

9. 3.Narration elements A quick description of the process of narration : – Subject: caracteristics of main actor – Object: product appearances through its name and image (when? How many times?) – Anti-hero: elements against the performance of the hero – Adjuvants: elements easing the performance of the suject – Initial state: situation of begining in which the sujet is. – Final state: final situation – product purchase Methode of analysis

10. 4.Spot caracteristics – What strategy of manipulation is used in the spot (argumentation, narration) – Through which method (seduction, information..) 5.Spot syncretic (mixture) reading – Voices adaptation with music and other visual elements – When the sound elements are put – Who speaks with whom about what – Are there any particular sounds Methode of analysis