By Hooper White
Praise for How to provide potent television Commercials Hooper White is exclusive on the earth of tv construction. as well as being an excellent inventive, he is familiar with the enterprise aspect of creation. He has produced many of the all-time nice ads and has helped us in the course of the intricacies of the price of tv commercials." -- John E. Ruhaak, vp ads and advertising, United airways Hooper White is certainly an extraordinary avis . . . a advertisement manufacturer who's neither an corporation salesman/an apologist nor a consumer cost-cutting crusader. His ebook is great for either the beginner and the skilled practitioner." -- Rob Klugman, vice chairman company improvement, Adolph Coors Brewing corporation "For a long time Hooper White has more desirable the effect and cost-effectiveness of our television advertisements. the newest variation of his publication is especially accomplished, readable, up to the moment, and in line with years of hands-on adventure. it really is easily the simplest reference of its kind." -- Jay Qualman, normal Director of advertisements Buick Motor department, basic vehicles company
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Extra resources for How To Produce Effective TV Commercials
And their considered understanding of the commercial production process will aid them in achieving their sales goal. This book will take the reader through the wonderful maze of commercial production and its infinite possibilities of visual and auditory expression. But the reader will bring the most necessary ingredient to this book: the individual selling ideas that have made commercial television production such a potent force. 1 David Ogilvy, speech in New York City, 1992. Page 5 2 Who Creates TV Commercials?
64 Using "Real People" 68 Casting and Directing Star Personalities 72 In Summary 73 6 Using Locations or Sets 75 Shooting on a Set 75 Shooting on Location 80 In Summary 82 7 Using Music 83 Sources of Music 83 Music as Atmosphere 88 Prescoring and Postscoring Music 90 In Summary 92 8 Choosing Film or Videotape 95 Shooting with 35mm Film 95 Shooting with 16mm Film 96 When to Produce on Videotape 98 Reasons to Produce on Videotape 100 Film for Animation 102 Future Uses of Film and Tape 103 In Summary 103 Page vii 9 Producing the Commercial 105 The Pre-Production Meeting 105 The Agenda 108 The Shooting Day 109 The Crew 111 The Client 122 In Summary 128 10 Producing in Live Action 129 Preparing a Live-Action Commercial for Bidding 129 The First Production Meeting after Bid Approval 132 In Summary 134 11 Producing with Animation 135 Cartooning or Character Drawing 137 Animated Graphics 139 Computer Animation 142 Rotoscoping 145 In Summary 147 12 Viewing the Dailies 149 Looking at the Print from the Film Negative 150 Looking at Dailies on Videotape 150 The Script Clerk's Log 150 Who Attends the Screening of the Dailies?
Throughout this book I have changed the nomenclature of certain jobs from their former sexist terms: camera man is now referred to as camera personscript girl is now referred to as script clerk, and so on. In truth, the industry is changing with the rest of life, and sexist roles and names are fading away. Many home economists and script clerks are men, and many directors and camera operators are women. Which is as it should be. Page xiii Prologue When I was in college, I wanted to write for a newspaper.
How To Produce Effective TV Commercials by Hooper White