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How to create effective TV commercials

Author: Huntley Baldwin
Publisher: Lincolnwood, Ill. : NTC Business Books, ©1989.
Edition/Format:   Print book : English : 2nd edView all editions and formats
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Document Type: Book
All Authors / Contributors: Huntley Baldwin
ISBN: 0844230316 9780844230313
OCLC Number: 19984223
Notes: Revised edition of: Creating effective TV commercials. 1982.
Description: xii, 286 pages : illustrations ; 26 cm
Contents: Part One: Commercials in perspective --
1. A short history of commercials --
The beginnings: Radio days --
Television takes over --
TV commercials: The early years --
The creative revolution --
The sobering seventies --
"1984" and beyond --
What is past is prologue: Some conclusions --
2. What makes a good commercial --
Everybody knows what a good commercial is --
Hard sell vs. soft sell: The line is drawn --
Left brain, right brain --
Left brain advertising: The dominance of cognition --
Challenges from the right brain: The case for feeling --
Whole brain advertising: A summary --
Part Two: Strategy to idea --
3. Creative strategy: Asking the right questions --
The case for creative strategies --
Three key questions: Who? What? Why? --
Where to look for a selling proposition --
A close look at the product --
A close look at the prospect --
Summary: The chart grows --
4. Creativity: How ideas are born --
Defining creativity: Getting down to the real intangibles --
How to be creative --
How not to be creative. Part Three: Idea to execution --
5. How ideas take shape: Execution I --
Ideas and executions: Which is which --
The ingredients of a TV commercial execution --
Words, images, and symbols --
A variety of styles --
Summary: The chart grows --
6. A catalog of formats: Execution II --
An introduction to formats: Cliché or Clio? --
Product presentation --
Demonstration --
Problems and solutions --
Slice-of-life --
Presenters --
Continuing characters --
Testimonials --
Vignettes --
Story --
People/narration --
Satire --
Musical --
Personification --
Symbolism/Analogy --
Summary: The chart grows --
7. Production techniques: Execution III --
Production costs vs. production value --
Time and money --
How much does it all cost? --
Production techniques in perspective --
Live action and animation --
A short catalog of special effects --
8. Putting it all together: Execution IV --
The chart as summary --
The chart as starting point --
Birth of the storyboard --
The script --
Commercial lengths: Sixties and thirties and fifteens --
Some rules that even creative people can life with --
Part Four: Storyboard to commercial --
9. Visual storytelling --
Understanding video --
Visualizing the shot --
Visualizing (and describing) movement --
Transitions --
Cutting and continuity --
The art of storyboardsmanship --
Presenting storyboards --
10. Does it work? --
The storyboard revisited: Five danger signals --
Timing: Beware the sixty-second minute --
The opening shot: obviously ... --
Structure: Leading the viewer by the hand --
Audio-Video integration --
Product integration --
Storyboard analysis: An example --
Can your storyboard pass this test? --
11. Is it legal? --
The end of misleading advertising --
Who watches commercials? --
Copy claims (you can't say that!) --
Demonstrations (waiter, there's a marble in my soup!) --
Testimonials (I am not an actor, I am a real person) --
Rights (and wrongs) --
Four red flags --
Honesty is the best policy --
12. Producing commercials --
From storyboard to answer print: An overview --
The bidding process --
What goes out to the studios --
The estimate --
The preproduction meeting --
Talent and casting --
Producers and creatives --
Production people: Who's who (and what they do) --
Etiquette and jargon on the set --
Making tracks: Sound and recording --
From dailies to screening room --
13. Evaluating commercials: Some aids to judgment --
The rise of numbers --
The dilemma of copy testing --
The state of the art: A look at two commercial tests --
What copy tests measure (and do not measure) --
The elusive E factor --
Summary: A few things to consider while waiting for the test scores to arrive --
Appendix I: Animation production --
Appendix II: Television of the imagination: Radio --
Appendix III: Direct response commercials.
Other Titles: Creating effective TV commercials
Responsibility: Huntley Baldwin.

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