Designing and Producing the Television Commercial

ISBN-10: 0205365388
ISBN-13: 9780205365388
Edition: 2004
List price: $153.80
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Description: 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. Students will learn all the steps in the process of creating a  More...

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Book details

List price: $153.80
Copyright year: 2004
Publisher: Allyn & Bacon, Incorporated
Publication date: 8/18/2003
Binding: Paperback
Pages: 264
Size: 6.75" wide x 9.00" long x 0.50" tall
Weight: 0.836
Language: English

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. Students will learn all the steps in the process of creating a commercial, including the terminology and the roles and responsibilities of the key people involved. The processes and procedures described are applicable to both agencies working for major clients and local and regional advertisers, and the differences are identified and discussed throughout the book. An introductory chapter on the advertising industry gives students a broad context for the details that follow. This text is ideal for students who want to become producers, directors, or writers at an advertising agency, production company, or with an advertiser.

Preface
Television Commercials and the People Who Make Them
What is a Television Commercial?
Components of the Commercial
The Television Commercial in Society
Who Makes Television Commercials?
Overview of the Process
Summary
Discussion Questions
Recommended Readings and Web Sites
Notes
The Television Commercial Industry
The Business Model
A Little History about Broadcasting
The Birth of the Television Commercial
Rules, Regulations, and Strong Suggestions
Looking to the Future
Summary
Discussion Questions
Recommended Readings and Web Sites
Notes
Advertising Research and Strategy
Marketing Research and Advertising Research
Who Plays the Ad Game?
Summary
Discussion Questions
Recommended Readings
Notes
Creative Development
The Creative Team
Creative Concept Starting Points
The Creative Concept
The Theme
The Style
Writing and Design
Focus Group
Concept Modification and Pitch to Client
Summary
Discussion Questions
Recommended Readings
Notes
Selecting the Director
The Commercial Pool
Production Companies and Directors
The Bidding Process
Summary
Discussion Questions
Recommended Web Sites
Note
The Client Estimate
The Agency Production Team
The Client Estimate
Other Production Costs
Preparation and Delivery of the Client Production Estimate
Summary
Discussion Questions
Recommended Readings
Note
Preproduction
Preproduction Tasks, in Brief
Preproduction Tasks, in Detail
Summary
Discussion Questions
Shooting the Commercial
Chronology of the Shoot
The Crew
The Day of the Shoot
How the Director Thinks
Back to Shooting
The Role of the Client and the Agency
Communications on the Set
Breakdown and Wrap
Summary
Discussion Questions
Recommended Readings
Note
Sound, Graphics, Special Effects, and Animation
Sound Basics
Graphics Basics
Graphics, Special Effects, and Animation Design and Production
Summary
Discussion Questions
Recommended Readings
Notes
Postproduction
Film Editing's Yesteryears
Analog Tape Editing
Digital Postproduction
The Postproduction Path
Editing Aesthetics
Agency Review and Final Output
Summary
Discussion Questions
Recommended Readings
Notes
The Wrap
Traffic
Wrapping Up Business
Talent Rights
Holding Fees and Residual Payments
Summary
Glossary
Bibliography
Index

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