TV COMMERCIALS

CHARACTERSTICS OF TV COMMERCIALS

1. ACCEPTANCE- people like to watch commercials if the ads are well done. TV commercials have high rating comparatively with other media.

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2. INTRUSIVENESS (Disturbing) - Most people pay more attention to TV than they do to Radio programming. People watching a program they enjoy are frequently absorbed in it.

Advertising is considered on unwelcome interruption because it disrupts concentration. This intrusiveness can be disconcerting and can cause the viewer to be even lass receptive to the commercial message.

The tendency of viewers to switches or leaves the room during commercial break. Because TV viewer has strong patterns of avoidance, commercials have to be intriguing (interesting) as well as intrusiveness.

THE NATURE OF TV COMMERCIALS

MESSAGE STRATEGY

Action and motion

TV is a visual medium and the message is dominated by the visual effects. But newspapers and magazines also use visuals i.e. photograph. But TV has the moving image, the action, that makes TV so much more mesmerizing than print. Good TV advertising uses the impact of action and motion to attract attention and sustain interest. (To bring to a hypnotic state). (d'l5{t, n7\7)

Storytelling

Every TV commercials also use storytelling, both for entertainment value and to make a point. These little stories can be funny, warm, silly or heart-reading just as in real life.

Emotion

More than any other ad medium TV has the ability to touch emotion to make people feel things. This ability to touch of feelings of the viewer makes TV commercial entertaining, diverting, amusing (dg axnfpg') and absorbing. Real Life situations with all their rumor, anger, fear, pride, jealousy, and love come alive on the screen.

Demonstration

If you have strong sales message that lends itself to demonstration, then TV is the ideal medium for that message. It makes the demonstration persuasive. Believability and credibility are high because we believe what we see with our own eyes.

Sight and Sound 

TV is an audiovisual medium that is, it uses both sight and sound and an effective TV commercial fuses that audio and visual elements.

One of the strengths of TV is its ability to reinforce verbal messages with visuals and visual messages with verbal.  

ELEMENTS OF TV AD

VIDEO- The video elements include everything that is seen on the screen. Copy writers use visuals, the silent speech of film, to convey as much of the message as possible.

Good TV writers try not to bury the impact of the visual under a lot of unnecessary words.

AUDIO- The audio dimensions of TV and Radio ads are the same-music, voices and sound effects. But in TV commercial they should be related to the visual image.

TALENT- A TV commercial has all the ingredients of a play. The most important element is people who can be announcers (either on-or off stage), presenters, spokespersons, character types (old women, baby) or celebrities. People in commercials are called TALENT.

Some commercials use just parts of people, such as hands, feet or back of the head.

PROPS- The ad should reflect the essential properties of the product. Does it come is the package? Does it have distinct logo? How should it be depicted? Can you show it in use? (For example, Tennis racket in a tennis scene.)

SETTING- The setting is where the action takes place. It can be something in the studio from a simple table top to a constructed SET that represents or storefront.

Commercials shot outside the studio are said to be filmed ON LOCATION.

LIGHTING- Lighting is another critical element that is usually manipulated by the director. Special lighting effects need to be specified e.g. Low Lighting in a bar, or intense bright light though reflected from show.

GRAPHICS- There is several types of visuals that are filmed from a flat care, or generated electronically on the screen by a computer.

The CRAWL is computer generated letter that appears to be moving across the bottom of the screen.

PACING- The speed of the action is another important factor is a TV commercial. Pacing describes how fast or slow the actions progresses.

 

PLANNING TV COMMERCIALS

LENTHS- The most common length for a TV commercial is 30 second. Some network commercials now run in 20 second and 15 second format.

SCENES- There is the segments of action that occur in a single location. Within each scene there may be a number of shots from different angles. A 30 second commercial is usually planned with up to 6 scenes.

KEY FRAMES-The TV equivalent of a thumbnail sketch is called a key frame. The message is developed from a key visual that contains the heart of the concept.

The various concepts are devised, tested and revised as key visuals.

LOCAL PRDUCTIONS- Most local retail commercials are simple, relatively inexpensive, and are shot at the local station or production facility on video tape.

PRODUCING A TV COMERCIAL                              

PRE-PRODUCTION

-Meeting of the creative team and producer, director and other key players

- Outline the every step of the production process

- Anticipate every problem

- Finalize the detail schedule 

THE SHOOTING

-The setup and rehearsal take more time

-Involvement of more people technicians, actors, director etc.

-Many scenes should be taken, but not need to follow the script order

- Audio need to be recorded separately in a sound studio

- Synchronize the audio and visual.

POST-PRODUCTION

-Preliminary editing

ROUGH CUT

-Revision and reediting

INTER LOCKED (Audio and film are separate, but they are timed and can be listen simultaneously)

-Final Version

ANSWER POINT

-Duplicate the copies

DUBBING

-RELEASE THE PRINT