Chapter 10 TELEVISION: THE POWER OF SIGHT AND SOUND

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Chapter 10TELEVISIONTHE POWER OF SIGHT AND
SOUND
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Getting Ready to Write Ads for TV

• Watching TV Commercials with a critical eye and
  ear
• Answer the following questions
• Central message or idea?
• The value of the opening shot
• Involvement with the commercial
• How it tell the story.
• Were the words redundant?
• Interesting, exciting, complicated, beautiful
• Attention getting
• Did you enjoy the story?
• Why you should care about the product or service
  in a sentence?

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Formats for Television Commercials

• Demonstration e.g. Adidas shoes (title-wake up)
• Product as star e.g. Mini Car (title
  counterfeit mini)
• Vignette e.g. Budwiser (title true)
• Slice of life e.g. Got Milk (title strong
  bone)
• Presenters
• Testimonials
• Stories e.g. Hummer car (title Godzilla)

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Camera Shots, Camera Moves, and Transitions

• Camera Shots
• Extreme close-up (ECU) get as close as you
  can.
• Close-up (CU) face fills the
  screen.
• Medium shot (MS) shows two people, from the
  waist up,
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  engaged in dialog.
• Long shot (LS) known as an establishing shot,
  the LS
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  broadly covers an area, revealing instantly
• 
  where we are flying in the clouds.

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Camera Shots, Camera Moves, and Transitions

• Camera Moves
• Zoom in/out (dolly in/out)- movement toward or
  away from the subject.
• Pan R/L (truck R/L) movement to the right and
  left.
• Tilt U/D (boom or crane shot) the camera
  looks up or down like a vertical version of
  the pan.

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Camera Shots, Camera Moves, and Transitions

• Transitions
• Cut an instantaneous change from one shot to
  another
• Dissolve a softer transition in which the
  first image gradually becomes more transparent as
  a second image, exactly behind the first, becomes
  more opaque.
• Fade a dissolve that goes or comes from an
  image/title and black or white. This is the
  legendary fade to black.

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Editing for Continuity

• Methods of cutting
• Compilation cutting the storytelling depends
  on narration, usually voiced over the action, and
  each shot merely illustrates what is being
  said.

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Editing for Continuity

• Methods of cutting
• Continuity cutting the storytelling depends on
  matching consecutive scenes without a narrator to
  explain what is happening. Action flows from one
  shot to the next.

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Editing for Continuity

• Methods of cutting
• Cross cutting combines two or more parallel
  actions in an alternating pattern. The actions
  may occur at the same time but in different
  places or the actions may also occur at different
  times in different places.
• Cross cutting may also be used to suggest
  details of an action that occurs at one time in
  one place. For example, he runs towards her, she
  runs towards him, again he runs towards her,
  again she runs toward him, until-at last-we see
  both of them in one shot about to run into each
  others arms.

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Editing for Continuity

• Music and Sound Effects
• Music
• Sound Effects
• Voice-over