2. ShanareeLaohapongphan
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Combining Sight, Sound, and Motion
§ Sisomo –by Kevin Roberts
‣ Captures the powerful effect of combining sight,
sound, and motion on the screen.
‣ The way to engage people as they watch on
» a traditional TV set
» giant stadium
» or 1-inch cell phone screen.
3. ShanareeLaohapongphan
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Combining Sight, Sound, and Motion … con’t
§ Ask ourselves:
‣ What part of [the] product story moves?
‣ What motion is inherent in the client product?
» E.g. the visual of beer being poured into a glass
is typical imagery for a beer commercial, but a
Super Bowl XL fans do holding up stadium cards
to form the imagery of a bottle of Budweiser &
an empty glass.
‣ Natural ways to give the commercial movement
4. ShanareeLaohapongphan
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Preparing to Write Ads for TV
Watching TV Commercials with a Critical Eye & Ear
1. What was the single central message or idea?
2. What was the value of the opening shot with respect
to that idea?
3. Did you become involved with the commercial? If so,
at what point did it happen?
4. To what extent did the pictures, as opposed to the
words, tell the story?
7. ShanareeLaohapongphan
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Preparing to Write Ads for TV … con’t
Watching TV Commercials with a Critical Eye & Ear … con’t
1. Were interesting, exciting, complicated, beautiful
visuals on screen long enough for complete
understanding or appreciation?
o Were dull, static visuals on too long?
o How would you make them better?
2. Was the story an irrelevant attention getter, or was
the product an integral part of the story?
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Preparing to Write Ads for TV … con’t
Watching TV Commercials with a Critical Eye & Ear … con’t
3. Did you enjoy the story?
o Did you believe it or find some other value in it?
o Or was it unrelated to the product & just there to
make you watch?
4. Afterward, could you say why you should care about
the product or service in a sentence?
10. ShanareeLaohapongphan
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Preparing to Write Ads for TV … con’t
Getting Your Idea on Paper
§ The commercial should be unexpected, relevant, and
persuasive.
Start by brainstorming how your idea can be
communicated visually
§ What’s the key visual to attract with audience’s
attention.
§ Sound to enhance the visual
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Preparing to Write Ads for TV … con’t
Getting Your Idea on Paper … con’t
Now take that idea & write a narrative
§ Write the way to describe the scenario and lead to
imagination e.g. the TVC by Pepsi Max
‣ ‘Throughout this spot, groups of people are falling
asleep, but then their heads snap back –just like when
you nod off on a plane.
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Preparing to Write Ads for TV … con’t
Getting Your Idea on Paper … con’t
Once you’re happy with the scenario, put it script
form
§ Left side à video or visual
§ Right side à audio
Read the script aloud
§ Check timing, clarity, continuity.
§ Do the words & pictures follow a logical sequence?
§ Product identity? Is there any scene that difficult for
production or shooting?
13. ShanareeLaohapongphan
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Preparing to Write Ads for TV … con’t
Getting Your Idea on Paper … con’t
Revise. Revise. Revise
§ How well does the opening shot command the
attention of the viewer?
§ How it relate to the main idea of message?
§ How well does the closing reinforce the main idea &
drive home the point?
§ Time spent on the product?
§ etc.
Finalize
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Formats for TVC
Demonstration Television
§ Demonstration can show what the product can do
better than any other visual
‣ Product in use: show how the product use in the
scene, like demonstration shot.
‣ Before & After: Show efficacy
‣ Side by Side: Compared with competitor brands
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Formats for TVC … con’t
Vignette
§ Several brief episode are threaded together to
repeatedly drive home the same point.
§ Involve with different people at different place, but
still say something relevant to product story.
Slice of Life
§ Show the problem of everyday life can be solved by
brand X.
25. ShanareeLaohapongphan
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Formats for TVC … con’t
Presenters
§ Someone who tells why you should buy the product.
§ Could be expert e.g. nurse, CEO, celebrity, etc.
Testimonials
§ Experience from the real people
Stories
31. ShanareeLaohapongphan
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Camera Shots, Camera Moves, and Transitions
Camera Shots
§ Extreme Close-up (ECU)
‣ Move as close as you can à part
of face, a detail on product
§ Close-up (CU)
‣ Face fills the screen, or product
stands tall, commanding your
attention.
‣ Provide visual emphasis
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Camera Shots, Camera Moves, and Transitions … con’t
Camera Shots … con’t
§ Medium Shot (MS)
‣ Typical show 2 people, from
the waist up, engage in dialog.
‣ May identify the location in
some degree.
§ Long Shot (LS)
‣ Or call establishing shot, cover
the area.
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Camera Shots, Camera Moves, and Transitions
Camera Moves
§ Zoom In/Out (Dolly In/Out)
‣ Zoom in/out: the lens revolves to bring the image closer
‣ Dolly in/out: the camera moves forward and back
§ Pan R/L (Truck R/L)
‣ Pan left/right: the camera turns or follows a moving object
‣ Trucking shot: the camera rolls sideways to follow or keep
alongside the action
§ Tile U/D (Boom or Crane Shot)
‣ Tilt U/D: The camera “looks” up or down
‣ Boom or crane shot: the entire camera and cinematographer are
hydraulically raised or lowered while film or tape rolls
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Camera Shots, Camera Moves, and Transitions
Transition
§ Cut
‣ an instantaneous change from one shot to another
§ Dissolve
‣ the first image gradually becomes more transparent as
a second image becomes more opaque
§ Fade
‣ a dissolve that goes or comes from an image or title to
black or white
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Editing for Continuity
Methods of Cutting
§ Compilation cutting
‣ Storytelling depends on the narration à voiced over
the action.
‣ The shots may consist of a series of different people
or objects shot in similar fashion.
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Editing for Continuity … con’t
Methods of Cutting … con’t
§ Continuity cutting
‣ Storytelling depends on matching consecutive scenes
without a narrator to explain what is happening.
‣ Flows from one shot to the next e.g.
» Conversation shot between 2 people, something happen
in the room, etc.
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Editing for Continuity … con’t
Methods of Cutting … con’t
§ Crosscutting
‣ Combine 2 or more parallel actions in an alternative
pattern.
‣ Action happen at the same time, but in different
place e.g.
» Husband is driving a car, while his wife is preparing a
dinner at home
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Editing for Continuity … con’t
Point of View
§ Subjective v.s. Objective
‣ Objective –camera record the action from viewpoint
of an observer not involved in the action.
‣ Subjective –representing the point of view of a person
in the scene.
§ Camera Angle
‣ Eye-level camera à camera angle presents a view as
seen by audience.
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Checklist for TV
§ Did you think pictures first & add the words later?
§ Did you choose a format that best expresses what you
want to say?
§ Did you rely on the entertainment value of your
commercial to sell the product?
§ Did you ask if the opening shot will command
attention?
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Checklist for TV … con’t
§ Did you check to see that the product is afforded
enough visibility, in terms of time & closeness to the
camera?
§ Did you ask if you could move closer to the action to
make the action more involving?
§ Dis you use supertitles to help viewers remember
important points and, especially, the product name &
the campaign theme?
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Checklist for TV … con’t
§ Did you choose words that add to the picture’s
meaning, not that mean the same thing as the
picture?
§ Did you make certain that important words are
related to the pictures that they’ve been chosen to
represent?
§ Did you choose music or sound effects that enhance
the message?
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Riverbanks Zoo
§ One of the most popular attractions in South Carolina.
§ The Zoo houses more than 2,000 animals in natural
habitat exhibits.
Creative insight
§ You don’t just see the animals…
§ You bond with them.
§ Their close proximity allows you
to connect with them.
52. ShanareeLaohapongphan
Weekly workshop no.5
§ Question:
‣ There are many TVC formats (demonstration, product as star,
vignette, slice of life, presenter, testimonials, and stories).
‣ Students are free to select any 5 different TVCs
format from Youtube and indicate the type of each
TVC.
‣ The TVC has to be presented in English language (It
can come from your own country as long as there is
English subtitle)
‣ Individual work
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