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WRITING A FILM REVIEW

TV ADVERTISEMENTS

TV ADVERTISEMENTS
THE CREATIVE TEAM
Editor Musicians Copywriter

WRITING A FILM REVIEW

Arranger

A person employed to write advertising or publicity copy (text) A musician who adapts a composition for particular voices or instruments or for another style of performance

Producer Composer Director Cinematographer

TV ADVERTISEMENTS
TYPES OF COMMERCIALS

WRITING A FILM REVIEW

A buyout means that they are going to pay you a lump sum of money to use that commercial for a specific period of time and a specific use. Buyout. A one-time payment for shootingand inairing a commercial.

Dialogue-less Commercials. Used to emphasize a visual


image. The spoken words of an announcer are the only recorded sound.

TV ADVERTISEMENTS
TYPES OF COMMERCIALS

WRITING A FILM REVIEW

Spokesperson Commercial.

Uses an authority figure (usually very recognizable or with professional credentials) to lend credibility to a product.

Celebrity endorsement

TV ADVERTISEMENTS
TYPES OF COMMERCIALS

WRITING A FILM REVIEW

Slice-of-life commercial Lifestyle commercial

Bandwagon. Everybody else is doing it!

TV ADVERTISEMENTS
TYPES OF COMMERCIALS

WRITING A FILM REVIEW

Testimonial commercial Infommercial


(self-help)

WRITING FILM REVIEWS

TV ADS

WRITING A FILM REVIEW

Its your turn to be the critic


This presentation is a guide to help you write your own ad review.

WRITING A FILM REVIEW

Organizing a review
How should a film review be structured? What information should it contain?

WRITING A FILM REVIEW

Organizing a review

In this film review recipe, our ingredients might include:


a heading with information about the production. a synopsis your opinion about scenes, characterization, special effects, soundtrack, etc. final comments with your thumbs up or thumbs down.

WRITING A FILM REVIEW

Organizing a review

Other ingredients to include or develop:


an opening paragraph genre or film style

WRITING A FILM REVIEW

LETS RECAP OUR LIST OF INGREDIENTS

The heading The opening paragraph Film styles (genre) Plot (synopsis) Giving your opinion Scenes Characterization Final comments

WRITING A FILM REVIEW

Organizing a review

What information can our heading contain?

WRITING A FILM REVIEW

The heading
Provide by Written 1984 brief information about the film, such as title, director, duration, Haydn (copywriter) Steve Starring etc. as in the example: Lee Major: unnamed heroine AnyaClow (creative director) Brent Thomas Big Brother David Graham: (art director) Cinematography: Adrian Biddle Directed by Editing: Pamela Power Ridley Scott Studio: 0 seconds, USA, (1984) 1 minuteFairbanks Films, New York Distributed by: Apple, Inc. Release date: December 31, 1983 and January 22, Language: English 1984 (only daytime televised broadcast) Budget: $900,000

An in-class assignment
After viewing the commercial:

WRITING A FILM REVIEW

1.

2.

Give brief information about the TV commercial, such as title, director, duration, etc. Write a brief summary in two or three sentences. Describe the commercial. To help you with the description, think of the following: Form, Audience, Topic, Purpose Target audience Message Visual & Aural techniques

3.

An in-class assignment
After viewing the commercial:

WRITING A FILM REVIEW

3.

Describe the commercial. To help you with the description, think of the following: Is there a logo? Is there a slogan? What about celebrity endorsement? Does it use testimonials?

An in-class assignment
Lets recap:

WRITING A FILM REVIEW

Form, Audience, Topic, Purpose Target audience Message Visual & Aural techniques Is there a logo? A slogan? What about celebrity endorsement? Does it use testimonials?

An in-class assignment
After viewing the commercial:

WRITING A FILM REVIEW

Here are some questions to help you describe the commercial:


1.

What product or service is the commercial trying to sell. Where is the commercial set? Describe the setting. What objects, if any, were in the spot? Describe them. What happened in the commercial? Provide as much detail as possible.

2.

3.

4.

An in-class assignment
After viewing the commercial: Based on Arthur Asa Bergers The Manufacture of Desire: Alcohol Commercials and Society
1.

WRITING A FILM REVIEW

The Narrative Structure. Basically, the story-line and its symbolic significance. Dialogue and Language. What do the characters say to one another and what, if anything, are they saying to us? What devices do they use to gain our attention or affection and to persuade us?

2.

An in-class assignment
After viewing the commercial: Based on Arthur Asa Bergers The Manufacture of Desire: Alcohol Commercials and Society
3.

WRITING A FILM REVIEW

Actors and Actresses. Do we feel attracted to them and empathize with them? What kinds of symbolic figures are used as characters in the commercial? What use do the performers make of facial expression, body language and their voices? What about the clothes they wear? How old are they? Technical Matters: Lighting, Color, Editing and Music.

4.

An in-class assignment
After viewing the commercial: Based on Arthur Asa Bergers The Manufacture of Desire: Alcohol Commercials and Society
5.

WRITING A FILM REVIEW

Sound and Music. What use is made of sound effects? Is there music used? If so, what kind and for what purposes? How does it affect us? Signs, Symbols and Intertextual Devices. Signs and symbols (cross for Christianity, etc.). Intertextuality. Commercials can take advantage of what people already know--about history, literature, the arts, and popular culture--in getting their messages across.

6.

An in-class assignment
After viewing the commercial:

WRITING A FILM REVIEW

Finally,
Give your opinion
1.

Is the commercial successful, that is, effective?

TV ADVERTISEMENTS
What makes a good TV ad?
1.

WRITING A FILM REVIEW

2.

3.

4.

5.

Gain the interest of the viewer at the beginning; the first 3 seconds are critical. Look for a key visual, a scene that encapsulates the entire selling message. Tell one important story per commercial. Tell it clearly, tell it memorably, and involve the viewer. Observe the rules of good editing. Make it easy for the viewer to get into the idea for the commercial. Always try to show the product in close-up at the end.

WRITING A FILM REVIEW

Words and phrases


Heres some vocabulary & phrases to help you write your review: exciting not filmed in a studio the story comes from (a novel) dangerous action sequences like car chases or people falling from skyscrapers amazing, impossible visual sequences, often created by computers

WRITING A FILM REVIEW

Words and phrases


Heres some vocabulary & phrases to help you write your review: action-packed slow-moving hard-hitting heart-warming spine-chilling far-fetched breath-taking

WRITING A FILM REVIEW

Words and phrases


Heres some vocabulary & phrases to help you write your review: I was impressed by This ad has been compared to ____ because of its mood, atmosphere, detail, scenery, moments, plot, momentum, moments

breathtaking, evocative, poor, unsuccessful, scenery, irresistible, perfect

WRITING A FILM REVIEW

Words and phrases


Heres some vocabulary & phrases to help you write your review: wonderful, hilarious, thrilling, credible, classic, captivating

disappointing, confusing, (a) fake, imitation, unoriginal, typical, clich


unexpected plot twists, unbelievable, phenomenal spectacular visual effects, excessive violence, moving

An in-class assignment

WRITING A FILM REVIEW

Lets view the TV ads

An in-class assignment

WRITING A FILM REVIEW

Chrysler Born Of Fire Levis Odyssey Swagger Wagon The Force Nike The Getaway