Huntley Baldwin - How to Create Effective TV Commercials NTC Business Books, Lincolnwood Illinois, 1992 286 str. tvrdi povez stanje: dobro This primer outlines the full TV commercial production process from the creative copy and storyboard to preproduction planning, the actual production itself, and then postproduction editing and finishing. Highlighted with storyboard and shot examples. Contents: Part One: Commercials in perspective 1. A short history of commercials The beginnings: Radio days Television takes over TV commercials: The early years The creative revolution The sobering seventies `1984` and beyond What is past is prologue: Some conclusions 2. What makes a good commercial Everybody knows what a good commercial is Hard sell vs. soft sell: The line is drawn Left brain, right brain Left brain advertising: The dominance of cognition Challenges from the right brain: The case for feeling Whole brain advertising: A summary Part Two: Strategy to idea 3. Creative strategy: Asking the right questions The case for creative strategies Three key questions: Who? What? Why? Where to look for a selling proposition A close look at the product A close look at the prospect Summary: The chart grows 4. Creativity: How ideas are born Defining creativity: Getting down to the real intangibles How to be creative How not to be creative. Part Three: Idea to execution 5. How ideas take shape: Execution I Ideas and executions: Which is which The ingredients of a TV commercial execution Words, images, and symbols A variety of styles Summary: The chart grows 6. A catalog of formats: Execution II An introduction to formats: Cliché or Clio? Product presentation Demonstration Problems and solutions Slice-of-life Presenters Continuing characters Testimonials Vignettes Story People/narration Satire Musical Personification Symbolism/Analogy Summary: The chart grows 7. Production techniques: Execution III Production costs vs. production value Time and money How much does it all cost? Production techniques in perspective Live action and animation A short catalog of special effects 8. Putting it all together: Execution IV The chart as summary The chart as starting point Birth of the storyboard The script Commercial lengths: Sixties and thirties and fifteens Some rules that even creative people can life with Part Four: Storyboard to commercial 9. Visual storytelling Understanding video Visualizing the shot Visualizing (and describing) movement Transitions Cutting and continuity The art of storyboardsmanship Presenting storyboards 10. Does it work? The storyboard revisited: Five danger signals Timing: Beware the sixty-second minute The opening shot: obviously .. Structure: Leading the viewer by the hand Audio-Video integration Product integration Storyboard analysis: An example Can your storyboard pass this test? 11. Is it legal? The end of misleading advertising Who watches commercials? Copy claims (you can`t say that!) Demonstrations (waiter, there`s a marble in my soup!) Testimonials (I am not an actor, I am a real person) Rights (and wrongs) Four red flags Honesty is the best policy 12. Producing commercials From storyboard to answer print: An overview The bidding process What goes out to the studios The estimate The preproduction meeting Talent and casting Producers and creatives Production people: Who`s who (and what they do) Etiquette and jargon on the set Making tracks: Sound and recording From dailies to screening room 13. Evaluating commercials: Some aids to judgment The rise of numbers The dilemma of copy testing The state of the art: A look at two commercial tests What copy tests measure (and do not measure) The elusive E factor Summary: A few things to consider while waiting for the test scores to arrive Appendix I: Animation production Appendix II: Television of the imagination: Radio Appendix III: Direct response commercials Nonfiction, Video, Advertasing, 0844230316