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Designing and Producing the Television Commercial

by

Designing and Producing the Television Commercial Cover

 

Synopses & Reviews

Please note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.

Publisher Comments:

Designing and Producing the Television Commercial explains the business, art, and technology of creating a commercial from the development of the client's message to postproduction. The processes and procedures described are applicable to agencies working for major clients and local and regional advertisers, and the differences are pointed out and discussed throughout the book. This text is ideal for students who want to become producers, directors, or writers at an advertising agency, production company, or with an advertiser.

Features

  • Examples and anecdotes from actual commercial productions throughout the text provide students with insights into how the process works in a professional setting.
  • Classroom exercises and discussion questions are included in each chapter, helping students develop a critical perspective on the material in each chapter.
  • Biographical profiles of professionals in the field provide students with possible career paths as well as role models.

Book News Annotation:

Detailing each step in the creation of television commercials, this textbook uses examples from actual advertising productions to explain the process and the specific techniques it employs. Business, artistic, and technological aspects of production and design are highlighted throughout. Biographical profiles of those working in the field draw attention to the various career paths available in the industry. Elin teaches at Syracuse University. Lapides works in advertising. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Designing and Producing the Television Commercial explains the business, art, and technology of creating a commercial from the development of the client's message to postproduction. This text is ideal for readers who want to become producers, directors, or writers at an advertising agency, production company, or with an advertiser.

Table of Contents

Each chapter contains “Discussion Questions,” “Recommended Reading,” “Recommended Web Site,” and “Notes.”

Preface.

1. TV Commercials and the People Who Make Them.

What Is a TV Commercial?

Case Study.

Components of the Commercial.

Class Exercise.

The TV Commercial in Society.

Who Makes Television Commercials?

Overview of the Process.

Profile of an Account Executive: Pennie Gorney.

2. The TV Commercial Industry.

The Business Model.

A Little History About Broadcasting.

The Birth of the TV Commercial.

Rules, Regulations, and Strong Suggestions.

Looking to the Future.

3. Advertising Research and Strategy.

Marketing and Advertising Research.

Who Plays the Ad Game?

4. Creative Development.

The Creative Team.

Profile of a Writer: Danielle Teschner.

The Starting Points of the Creative Concept.

The Creative Concept.

The Theme.

The Style.

Class Exercise.

Writing and Design.

Focus Group.

Concept Modification.

The Client Pitch Meeting.

5. Selecting the Director.

The Commercial Pool.

Production Companies and Directors.

The Bidding Process.

6. The Client Estimate.

The Agency Production Team.

The Client Estimate.

Other Production Costs.

Preparation and Delivery of the Client Production Estimate.

7. Pre-Production.

Pre-Production Tasks—In Brief.

Pre-Production Tasks—In Detail.

8. Shooting the Commercial.

The Chronology of the Shoot.

Build Days and Pre-Light.

The Crew.

The Day of the Shoot.

Shooting to the Board.

Back to Shooting.

The Role of the Client and Agency.

Communication on the Set.

Breakdown and Wrap.

9. Sound, Graphics, Special Effects, and Animation.

Sound Basics.

Graphics Basics.

Graphics, Special Effects, and Animation Design and Production.

10. Postproduction.

Film Editing.

Analog Tape Editing.

Digital Postproduction.

Editing Aesthetics.

Agency Review.

Final Output.

11. The Wrap.

Traffic.

Wrapping up Business.

Talent Rights.

Holding Fees and Residual Payments.

Summary.

Glossary.

Bibliography.

Product Details

ISBN:
9780205365388
Author:
Elin, Larry
Publisher:
Pearson
Author:
Lapides, Alan
Location:
Boston
Subject:
Television advertising
Subject:
Communication
Subject:
Business-Advertising
Copyright:
Edition Description:
Trade paper
Series Volume:
no. 02-13
Publication Date:
20030818
Binding:
TRADE PAPER
Grade Level:
College/higher education:
Language:
English
Illustrations:
Yes
Pages:
264
Dimensions:
9.2 x 7 x 0.5 in 397 gr

Related Subjects

Arts and Entertainment » Film and Television » Production » General
Business » Advertising
Business » Communication
Engineering » Communications » TV and Radio Production
Engineering » Communications » Television
History and Social Science » Intercultural Communications » General

Designing and Producing the Television Commercial Used Trade Paper
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$98.00 In Stock
Product details 264 pages Pearson - English 9780205365388 Reviews:
"Synopsis" by , Designing and Producing the Television Commercial explains the business, art, and technology of creating a commercial from the development of the client's message to postproduction. This text is ideal for readers who want to become producers, directors, or writers at an advertising agency, production company, or with an advertiser.
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