ADPR3100 Kleppner - -2 columns describe video action/write audio(SFX music-Photoscripts boxes in center with rough sketches of video portions

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ADPR3100 Kleppner’s Book Chapter 19 Power of the TV Idea - Example: Subway Jared Fogle TV spots o Increased 15-20% - o Consumer brand- switching intentions increase 300% after BB&T ad - Problem with tv spot- often irrelevant ads are shown Visual Techniques (to construct a spot) 1. Testimonials (celebs) 2. Serials (commercials ina series) 3. Spokesperson 4. Demonstration 5. Storyline 6. Comparisons 7. Slice of life 8. Vignettes and situations 9. Problem/solution 10. Direct Response (informercials) Writing the script - Simple, easy to pronounce and remember words - Brief (28 sec of audio out of 30 sec spot) - Solve problem, demonstrate, superiority
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Unformatted text preview: -2 columns: describe video action/write audio (SFX, music)-Photoscripts- boxes in center with rough sketches of video portions Storyboard-Script-Storyboard o Production guide-Storyboard v. Finished Look o 2 frames each scene o Ratio width to depth 4 by 3 Music-Background to announcer’s copy or as a song/jingle-Backgrounds: mood-Transitions: setting change-Movement: SFX-Accents-New or Old music o Cost of original track $10-50,000 o Hit song: $250,000-$1 million o Example: Celine Dion $14 million Chrysler o Licensed music = access to subconscious o Stock music = least expensive...
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This note was uploaded on 09/07/2011 for the course ADPR 3100 taught by Professor Reichart during the Fall '07 term at University of Georgia Athens.

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ADPR3100 Kleppner - -2 columns describe video action/write audio(SFX music-Photoscripts boxes in center with rough sketches of video portions

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