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2-21 - 3-24 - exam 2 notes - com256 robb sp08 - from kelsey

2-21 - 3-24 - exam 2 notes - com256 robb sp08 - from kelsey...

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NOTES 2/21 Most of what we see on tv is actually radio Golden Age of anthology: · Drama shows became popular · Children series · Soap operas moved from radio One of the differences between advertising on radio vs other media: · Radio is the only venue when a small advertiser can look and sound as good as an advertiser with a lot of money Single greatest thing Robb has seen on TV: - Program featuring a mind reader from the orient - When this guy rode the motorcycle off the stage by accident Difference from today: Television wasn’t based on tv ratings, it was content driven By 1950’s television was adopting a film format; nature of television changed - Programming changed, no longer needed talent, you could have a situation based program - Also brought a change in the way advertising message was presented · Message no longer relied on someone presenting live · If you could film an ad, you could control it · Example: Betty Furness, presenter and spokes person for Westinghouse; in a commercial she was supposed to demonstrate features of “easy opening door” of fridge; she was trying to open the door with her elbow and it wouldn’t open so she had to ad lib (sent message: on live TV you never know what will happen) What is an AD?? - Advertisers tapped into comic books for ideas on how to create these new ads - Early ads used on TV came out of comic books and formed the basis of visual communication - “Story board idea” - Major ad that paved the way: · The Insult that made mac a man for Charles Atlas - Narrative ads also became very popular - Telling a story is realized as a very effective way of making a TV commercial NOTES 2/26
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Commercial that did a creative job of using visuals only - Commercial for all temperature Cheer where the guy cleans the handkerchief using a cocktail shaker - Stainmaster, end product advertising (you can’t go and buy Stainmaster but you can buy products that have used Stainmaster) used a baby knocking food onto the floor It is very difficult to take a “position” and translate it without using words - Because of this, we become very dependant on words TV commercials are nothing like films: - Commercials are rhetorical, they are designed to sell where as movies are designed to entertain and create something, ads are designed to DO something - Most commercials are shorter than films, so you can’t show many details, you have to concentrate on mood, and you have to rely on close ups - In film, you can create expense, you can’t do that in advertising, you must lead the viewer to what you want them to know - Commercials work to achieve a sense of intimacy - Commercials generally originate from a copy writes script Commercials, unlike film, have to compete for a viewer’s attention - Commercials run over and over - Time and station and frequency all impact the ad’s effectiveness TV ad’s have to overcome 2 handicaps: - Have to overcome a great deal of hostility - Commercials intrude Ads became 30 sec commercials after they took off the smoking cigarettes
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2-21 - 3-24 - exam 2 notes - com256 robb sp08 - from kelsey...

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