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18 Cards in this Set
- Front
- Back
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4 Standard television commercial lengths
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15 seconds
30 seconds 60 seconds 120 seconds |
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15 second commercials
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some bias that they are not effective, however there is research showing that they are about equal in effectiveness
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TV Commercial sponsors
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Use to be only one, changed to 3 to 6 sponsors each commercial break, however trying to go back to 1 on internet commercials due to tivo and internet making commercials easier to skip- 120 second commercials
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type of commercial that needs length....
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emotional appeals
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Types of commercials (5)
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Spokesperson- 1 person represents
Demonstration- what product does Mood Imagery- set mood for product Split/bookend- 2 15 sec. comm. w or w/o 30 comm in between Bug- Image in lower R of screen |
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Storyboard
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Series of drawings/images used to present a proposed commercial multimedia concept
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Types of Storyboards (3)
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Conceptual- basic, brainstorming
Pitch- Finished drawings- for client Final- Finished drawings w/tech info- for production team |
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Photoboard
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composed of images from actual finished product- marketing purposes
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Story board elements:
Framing |
Directors and camera decide what kind of shot to make- present in final SB
Close up, Med. shot, long shot, extreme close/long shot, wide shot |
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Story board elements:
Aspect Ratio (3) |
Screen format/ dimensions
(height:width) Academy (1:1.44) standard Widescreen (1:1.83) Cinemascope (1:2.34) |
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Story board elements:
Eyeline (3) |
Subject's line of sight-relation to camera
Normal: camera looks at subject Low: Camera looks up at subject High: Camera looks down at subject |
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Story board elements:
Lens Size (3) |
-Normal (50mm) Normal Human Vision
-Wide Angle (40mm or less) Makes scale seem larger- far further, close closer - Telephoto (55mm or more) Scrunches together- trick |
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Story board elements:
The Line (2) |
Imaginary line that gives us direction
NEVER cross line Line of Action: line subjects are moving Line of Interest: line subjects are looking |
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Story board elements:
Movement |
Use arrows to show direction
very early in story board |
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Radio Commercials length
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15,30,60 second commercials
Length tends to vary more 125 word max or reading too fast |
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Sound
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Sound increases recall
Jingles- slogan or theme line set to music |
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Types of radio commercials (3)
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-Live- buy time and fill how you want
-Station Announcer- most common, radio staff reads a copy out loud -Prerecorded- produced off site and sent to radio station |
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Talking Points
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Radio show is paid to have personalities "spontaneously" bring up their product and endorse it in conversation
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