thesis - JUST $10 A MONTH: A TELEVISION ADVERTISING...

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Unformatted text preview: JUST $10 A MONTH: A TELEVISION ADVERTISING CAMPAIGN Danish Kasim Mumtaz Thesis Prepared for the Degree of MASTER OF ARTS UNIVERSITY OF NORTH TEXAS May 2003 APPROVED: C. Melinda Levin, Major Professor Samuel Sauls, Committee Member Eric Gormly, Committee Member Ben Levin, Program Coordinator Alan Albarran, Chair of the Department of Radio, Television and Film C. Neal Tate. Dean of the Robert B. Toulouse School of Graduate Studies Mumtaz, Danish Kasim, Just $10 A Month : A Television Advertising Campaign. Master of Arts (Radio, Television and Film), May 2003, 103 pp., references, 100 titles. This written thesis accompanies three television public service announcement spots. Two of the spots are 60 seconds and one of the spots is 45 seconds in length. I produced this public service television advertising campaign to highlight the issue of child illiteracy in Pakistan and to encourage expatriate and resident Pakistani’s to donate to educational charities. A Website created by the filmmaker is promoted in the campaign. This Website provides information about various charities that educate children in Pakistan. Detailed accounts of pre-production, production and post-production of the campaign allow the viewer to comprehend the challenges in producing television campaigns for social causes. Theoretical issues are also discussed, including the causes of illiteracy, the importance and role of social campaigns, the history and uses of propaganda as well as the aesthetic concerns of a public service campaign producer. I discuss the importance of creating the culture of public service campaigns in a third world country like Pakistan, and states that the Pakistani community needs to look inwards to overcome the challenge of illiteracy. TABLE OF CONTENTS Chapter 1 APPROVED PROPOSAL........................................................................................ 1 Update.................................................................................................................. 1 Introduction........................................................................................................... 1 Definition of Terms ............................................................................................... 3 Background .......................................................................................................... 6 The Expatriate Pakistani Outlook on the Situation..................................... 8 Literature and Media Review ..................................................................... 8 Audience Research ............................................................................................ 10 Original Audience Research Intent, Included in Thesis Proposal ............ 10 Update On Research Actually Accomplished .......................................... 12 Production Issues............................................................................................... 17 Original .................................................................................................... 17Original ....
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thesis - JUST $10 A MONTH: A TELEVISION ADVERTISING...

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