Tech skill area: Commercial/PSA exploration

Project - Create a Commercial or PSA (Public Service Advertisement for example against smoking, getting pets spayed... )

Step one
- put together a creative brief
-Include who the audience is, secondary audiences
-What message you want to give
-How you want to portray the product
-Unique selling properties*

Step two
- story board ideas on how to sell your product or idea
-These may be storyboards with notes and arrows to show action or
-Animatrics which are shots of proposed scenes put together with voice-overs to show the impression of the commercial to the client.
-Make adjustments to the story and create final shot list, a list of all shots necessary to create your video, include scenes, angles...

Step three
- casting
-Be sure to get a cast that supports your purpose and creative brief.

Step four
- choose locations and settings for your video,
-Be sure it meets the specifications of your creative brief.

Step five
- shoot the video
-Rough cut
-Editing -Effects, Titles,
-Sound and Transitions
-Make sure to have credits even thought this is a commercial it should be 30 or 60 seconds long.

Advertising Strategies to think about:

Advertisers have many methods to try and get you to buy their products. Lots of times, what they are selling is a lifestyle, or an image, rather than the product. Here are some tricks of the trade.

Ideal kids, people or families - always seem perfect. The kids are really hip looking, with the hottest fashions, haircuts and toys. Ideal families are all attractive and pleasant looking -- and everyone seems to get along! Ideal kids and families represent the types of people that kids watching the ad would like themselves or their families to be.

Family Fun - a product is shown as something that brings families together, or helps them have fun together; all it takes is for Mum or Dad to bring home the "right" food, and a ho-hum dinner turns into a family party.

Excitement - who could ever have imagined that food could be so much fun? One bite of a snack food and you're surfing in California, or soaring on your board!

Star Power - your favorite sports star or celebrity is telling you that their product is the best! Kids listen, not realizing that the stars are paid to promote the product.

Bandwagon - join the crowd! Don't be left out! Everyone is buying the latest ...

Scale - is when advertisers make a product look bigger or smaller than it is.

Put Downs - when you put down your competition's product to make your own product seem better.

Facts and Figures - when you use facts and statistics to enhance your product's credibility.

Repetition - advertisers hope that if you see a product, or hear its name over and over again, you will be more likely to buy it.

Heart Strings - ads that draw you into a story and make you feel good, like the McDonalds commercial where the dad and his son are shoveling their driveway and the son treats his poor old dad to lunch at McDonalds when they are done.

Sounds Good - music and other sound effects add to the excitement of commercials, especially commercials aimed at kids. Those little jingles, that you just can't get out of your head, are another type of music used to make you think of a product.

Cartoon Characters - Tony the Tiger sells cereal and the Nestlés Quick Bunny sells chocolate milk. Cartoons like these make kids identify with products.

Weasel Words - by law, advertisers have to tell the truth, but sometimes, they use words that can mislead viewers. Look for words in commercials like: "Part of..." "The taste of real....." "Natural...." "New, better tasting..." "Because we care..."

Omission - where advertisers don't give you the full story about their product. For example, when a Pop Tart claims to be "part" of a healthy breakfast,

Are You Cool Enough? - this is when advertisers try to convince you that if you don't use their products, you are a nerd. Usually advertisers do this by showing people who look uncool trying a product and then suddenly become hip looking and do cool things.

Amazing Toys - many toy commercials show their toys in lifelike fashion, doing incredible things. Airplanes do loop-the-loops and cars do wheelies, dolls cry and spring-loaded missiles hit gorillas dead in the chest. This would be fine if the toys really did these things.

 

 


Objectives
(Know)

• Students will:
_plan their commercial or PSA

_determine a way to sell the product using ad methods presented

_shoot and edit, evaluate to see if it met your original plan

• Have a fellow student check your video

• Place your video on your iweb portfolio


Project Examples

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Glossary

 

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