Basic TV Ad Production

Preproductio

n-Selecting a

director-choosing a production company-bidding

-cost estimation and timing-production timetable

Set constructionLocation

Agency and client approvalsCasting

Wardrobes-Preproduction

meetings

Production- Location versus-Night/weekend

shoots-Talent arrangements

Postproduction- Editing

-processing-Recording sound

effects-Audio/video mixing

-Opticals-client/agency

approval-Duplicating

-Release/ shipping

TV Production Process

Creating Effective TV Commercials Begin at the finish. - Concentrate on the final impression the the commercial will make.

Create an Attention-getting Opening. - An opening that is visually surprising or full of action, drama, Humour or human interest sets the context and allows a smooth transition to the rest of the commercial.

Use a situation that grows naturally out of the sales story. - Avoid distracting gimmicks. Make it easy for viewers to identify with the characters.

Creating TV Commercials

Characters are the living symbol of the product. - They should be appealing, believable, non-distracting and most of all relevant.

Keep it Simple - The sequence of ideas should be easy to Follow. Keep the number of elements in the commercial to a minimum.

Write concise Audio Copy. - the video should carry most of the weight. Fewer then 2 WPS is effective for demonstrations. For TVCs, 101-110 words is most effective. More than 170 words is Too talky

Creating Effective TV commercials

VideoContains Description of the Visuals and production: Camera, angels, Actions, Scenery and stage directions

TVC script

AudioLists spoken copy, sound effects and music.

Shots - Basic visual element in a film. - Continuous view made by one camera without Interruption - Each shot is a take. A number of takes may be required to make one acceptable shot - A scene may consist of one or more shots taken from different angles and distances

Film techniques

A related notion is that of an extreme long shot. This can be taken from as much as a quarter of a mile away, and is generally used as a scene-setting, establishing shot. It normally shows an exterior, e.g. the outside of a building, or a landscape, and is often used to show scenes of thrilling action e.g. in a war film or disaster movie. There will be very little detail visible in the shot, as it is meant to give a general impression rather than specific information.

Long shot (establishing shot)

Medium shot is a camera angle shot from a medium distance, A shot of a person from the knees up or waist up. Medium shots are relatively good in showing facial expressions but work well to show body language.

Medium shot

In the closeup shot, a certain feature or part of the subject takes up most of the frame. A close up of a person usually means a close up of their face (unless specified otherwise).

A close-up of a person emphasizes their emotional state.

Close up shot

Extreme close up Focuses attention on detail of a detail. Tiny objects or areas, small portions can be magnified

Extreme Close up

Side to side - Pan ( camera pivots from fixed point to turn and Follow the action) - Truck ( lateral movement of camera when it is Mounted and fixed to move parallel to the action without pivoting.

Visualizing & Describing movements.

The end.