Television Copywriting

1
Television Copywriting

• Chapter 11

2
Television Terminology

• Storyboard
• Photoboard
• Camera Movement
• Dolly in/Dolly out
• Truck left/Truck right
• Crane/Arc/Boom
• Pan left/Pan Right
• Tilt up/tilt down

3
TV Terminology

• Shot lengths and echoes
• Full shot (FS) Cover shot (CS)
• Long shot (LS) or Wide Shot (CS)
• Medium Shot (MS)
• Close-Up (CU)
• Zoom in/Zoom out
• POV Point of view (POV)

4

• Fade in/Fade out
• Cut
• Dissolve

5

• A/B roll
• Background Wash
• Beauty Shot
• Voice over

6
DDQ

• Show and tell
• Structure analysis via 5 questions
• Demo-Deriving Quintet (DDQ)

7

• What is the subjects key attribute?
• Isolate one prime component of our product
• In radio use sounds to describe this prime
  component
• In television will demonstrate

8

• What benefit flows from that attribute?
• Benefit
• In relation to the viewer to whom the commercial
  is directed.
• Will the viewer see that this is illustrating
  benefit?

9

• What implements make the benefit most tangible?
• Carve a concept of what is most beneficial
• Now find a way to represent this visually
• What visually illustrates the benefit?
• Use technology
• Be creative
• Be innovative

10

• What scene best showcases the implement?
• What scene will we use to show the visual?
• Try to come up with interesting alternatives.

11

• What happens in the scene? Pictorial
  Progression.
• Actual storyline
• Tale we are spinning
• Remember to hold attention
• Consider dramatization dont feel the need to
  clutter with props and character.

12
PRODUCTS

• YSU vs. Indiana State Oct. 30
• Squirrellys Skin Art, Inc.
• Roly Poly Subs
• PetsMart