动画设计电视广告论文中英文外文翻译文献Word格式文档下载.docx

动画设计电视广告论文中英文外文翻译文献Word格式文档下载.docx

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AdsandPSAs

⑴CopywritingforVisualMedia

Beforetelevision,therewasradioadvertisingandfilmadvertisinginmoviehouses.Youstillseelocaladsinsomemovietheatresbeforetheprogramstarts.Sotheprincipleofsellingtimebetweenprogrammingforcommercialmessagesgrewupwiththevisualmedia.Aformatthatisprobablyuniquetotelevisionwasdevelopedtodelivershortvisualcommercialmessagesveryefficientlyandeffectivelyinbreaksbetweenprograms.Theairtimewassoldtoadvertiserstogeneratetheoperatingrevenueandprofitforthetelevisioncompanies.

Televisionprovidesaccesstothemajorityofhomesand,therefore,tothelargestaudience.Beforetelevision,fewpeoplehaddealtwiththepressuretocommunicateproductorcommercialinformationinarapid,attention-gettingwaythattelevisionneeds.Itwas,andstillis,veryexpensivetobuyairtime.Becausetelevisionisthemostexpensiveadvertisingmedium,ithasdriventhewritersandproducersofcommercialstorefinetheirtechniquessoastodeliveracompletemessageinasmallamountoftime.Thecostofthistimefarexceedstheproductioncostofmakingthemessageitself.

Theshortadhasbecomeakindoftwentieth-centuryartformwithaconstantlyevolvingstyle.Ithasattractedmuchwritinganddirectingtalentfromaroundtheworld,drawnpartlybythemoneytheycanmakeandpartlybytheopportunitytograduatetolongerforms.Adsarespecialbecausetheyaresoshort—usuallyunderaminute.Everyonehasseenthem,whichisnotsotrueforsomeotherformats.

Almostalltelevisionviewershaveseenpublicserviceannouncements（PSAs）,whicharemessagesthatarebroadcastforthepublicgood.PSAsaresometimespaidforbysponsoringorganizations,buttheyareusuallyfurnishedtobroadcasterstofillanyemptyspotsinthecommercialbreak.ThisisonewayinwhichtelevisionstationshelpthecommunitytowhichtheybroadcastandfulfillanobligationoftheirFCClicensetobroadcastoverpublicairwaves.Ofcourse,PSAsusuallyrunlateatnightorinotherlesscommerciallydesirabletimeslots.Noteveryonecanwriteafeaturefilmscript,butanyonecanwritea30-or60-secondPSA,soitisagoodplacetostart.

⑵CopywritingVersusScriptwriting

Letusdistinguishbetweencopywritingandscriptwriting.Copywritingincludesprintandmediawriting.Nationaladvertisingcampaignsontelevisionaredevisedandproducedbyadvertisingagenciesretainedbytheclientcompany.Learningaboutthiskindofwritingandthebusinessofadvertisingandpublicrelationsusuallytakesplaceinaspecifictrackandspecializedcoursesincommunicationsstudies.Althoughvisualwritingisinvolvedinsomekindsofcopywriting,therearesomanyotherissuesinvolvedincopywritingthatitisbettertoleavethosededicatedissuesasideanddealwithvisualwritingthathappenstobepartofcopywriting.

However,smallmarketsinthebroadcastingworldservelocalclientswhocannotaffordanadvertisingagency.Somebodyhastowritetheseadsforthestation’sclients.Itcouldbeastaffmember,partofaunitthatsellsthestation’stime,oritcouldbeafreelancewriterpaidbythestationtodothiswritingworkwhenneeded,oralocaladagency.Weneedtokeepinmindthatthesekindsoflocaladsaremadeonsmallbudgets,sometimesatcost,bythestationsellingtheairtimebecausetheirprofitcomesfromsellingthatairtime.Theyoftenhavespareproductioncapacity—astudio,cameras,acameracrew,andaneditingfacility.Thismeansthattheadmustbewrittenforthatbudgetrangewithoutslickeffectsorexpensivegraphics,withouttraveltoexpensivelocations,andwithoutexpensivetalent.Itbringsusbacktotheperennialchallengethateveryscriptwriterfaces:

towritecreativelyandinventoriginalvisualswithinatightbudgetframework.ThesameholdstrueforlocalPSAs,sponsoredbyorganizationswithnobudgettospendonproduction.

PSAsareanexcellenttraininggroundforstudentscriptwriters.TheyareshortandcompleteTVplaylets.Theyrequireallthedisciplinesofscriptwriting.Youcaneasilysettleonapublicserviceissuesuchassmoking,domesticviolence,education,drugs,orracism.Youknowtheissues.Youcantestyourcreativeimagination.Ifyouhavearelatedproductioncoursegoingon,youmightbeabletoproduceyourPSA.YoucanalsotakeafamiliarproductandtrytodeviseaTVspotforit.However,alotofadsrelyonspecializedproductioncompaniestogetpackshotsorcreatecomputer-generatedeffectsthatmightbedifficulttoduplicateinacollegeproductionsetup.

⑶ClientNeedsandPriorities

ThePSAandtheTVadareworkscommissionedbyaclient.Theclientneedsasolutiontoacommunicationproblemthatthewritermustprovide.WealludedtothisdisciplineoftheprofessionalwriterinChapters3and4.Youwriteforsomeoneorrathersomeonewhorepresentstheinterestsofanorganizationoracorporation.Laterwewilllookmorecloselyatanotherkindofwritingforaproducerofentertainmentfilmsorprograms.Theentertainmentscriptisdifferentfromcommissionedworksbecauseneithertheproducernorthewritercanknowforsurewhatagoodscriptisuntilitisproduced,showntoanaudience,andvalidatedbyboxofficeoraudienceratings.Commissionedprogrammingdoesn’thaveanaudiencemeasurementexpressedintermsofboxofficerevenue.Successfulcommunicationcanonlybemeasuredbyquantifyingaudienceresponsesaschangesinsalesorbehavior.

Advertisersexpecttomeasuretheeffectofanadinincreasedsales.Otherwise,thereisnobusinesssenseinspendingmoneyonit.APSAoftenaimstochangepeople’sbehavior.ItismuchmoredifficulttogarnerinformationthatpositivelyprovestheeffectivenessofthePSA.Changesinbehavioraremuchmoredifficulttoachievethanchangesinthebuyingchoicesofthepublic.

Writingforclientsisoftenchallengingandexcitingpreciselybecauseyouhaveaproblem,knowthedesiredresult,andhavetodeviseasolution.Theseven-stepmethodofChapter4isanexcellentwaytoapproachtheseassignments.TheprocessofanalysisisreallyimportantforwritingPSAs.Althoughyoudonotnowhaveaclient,youmustpracticewritingasifyouhadaclienttosatisfy.Yourcreativeideasmustdothejob.Oneoftheconstraintsofthiskindofwritingisthatthelengthisfixedbytheclient.Becausetheresultingproductistransmittedincommercialbreaks,itslengthmustbeexacttothesecond,asthatishowairtimeisboughtandsold.

⑷The20-,30-,and60-SecondPlaylets

Adsintheformof20-or30-secondplayletsarealmostanewartform.Theyareapopularartformbornofthetelevisionageandtheneedtocompressvisualmessagesintoveryshort,veryexpensivetimeslots.Thestyleandtempooftheseadscontinuestoevolveatafuriousrate.Thestyleofcamerawork,directing,andeditingisquitespecialized.SomecompaniesproducenothingbutTVcommercialsjustassomedirectorsspendtheirwholecareersmakingthesemini-movies.FromtheirrankshavecomeanumberoffeaturefilmdirectorssuchasRidleyScott,HughHudson,andAlanParker.

SomeTVcommercialsfornationalcampaignsofmajorbrands,basedonmillionsofdollarsworthofairtime,haveveryhighbudgets.Withbiggerbudgetsthanhalf-hourdocumentariesandbudgetsasbigasatelevisionhalf-hourepisode,theseproductionsaremadeon35mmfilmwithproductioncrewsthatsometimesrivalthoseforafeaturefilm.Thelocalmarketspotforacardealerorfurniturestore,however,isoftencheap,downanddirty.Clearlythenationalcampaignsaredevelopedbyadvertisingagencieswhosecopywritersdeveloptheadsincollaborationwithcreativedirectors,artdirectors,andaccountexecutives.Thecopywriterisnotafullrangescriptwriterandalsousuallyhastowriteprintmediaads.Althoughthisbookprimarilyservestheinterestsofscriptwriters,thevisualthinkingthatunderliesbillboardsandtransportadsrelatestobothcopywritingandscriptwriting.

⑸DevicestoCaptureAudienceAttention

Mostofyouhaveengagedinthesubtlewarbetweentheviewerandthetelevisionadvertiser.Handsupeveryonewhohashitthemutebuttonduringtheads,orgonetothebathroom,orgonetothefridge,ormadeatelephonecallduringthecommercialbreak!

Thisnullifiestheadvertiser’seffortandexpense.Sometimes,eitherbyaccidentorbychoice,wefindTVcommercialsentertainingorfuntowatch.Thechallengeisclear.Theadvertiserhasalotofresistancetoovercome.Nowyouareontheothersideofthebox.Youhavetobecreativeandcapturetheaudience’sattentioninspiteofitselfsothatitpaysattentiontoyourmessage.Yourdevicehastoworkforothers.Measuredbyyourownviewingbehavior,noaudiencewillgiveyouanyquarter.Youliveordieinseconds.

Whataresomeofthewaysyouhavenoticedwritersofthesemini-scriptshookingtheaudiencesothatitwillpayattentiontothemessage?

Youcanrecognizedefinitestrategiessuchashumor,shock,suspense,mini-dramas,testimonials,specialgraphiceffects,music,and,ofcourse,sexuality.Thesestrategiesaremoreelaboratelydevelopedincommercialadvertisingbecausefor-profitcompanieshavethedollarstospendonhigh-endproductionvalues.PSAscannotcommandthesameresources.Theyaremadeonlowerbudgetsorcreatedthroughtheprobonoworkofadvertisingagenciesandproductionpersonnel.Workingwithalowbudgetisacreativechallenge.Productiondollarsdon’tautomaticallybuycreativeandeffectivecommunication.SomeofthemostingeniousPSAsarecheapbuteffective.

ConsiderhowaPSAaboutapublicissuesuchasgamblingworks.Inthiscase,theMa