This interdisciplinary course is designed to give Broadcast & Electronic Communication Arts, Design & Industry, Speech Communication and Marketing students an opportunity to work together in a competitive, teamwork situation in the development of advertising campaigns for non-profit agencies. The purpose of this production class is to give students maximum exposure to the concepts and skills that are involved in the production of studio and field based television Public Service Announcement (PSA) and advertising; andto offer a community service opportunity. For our purposes, we will combine seven areas to form the art of Television Advertising Production. These are:
1. Script Selection and Analysis,
2. Production Organization and Planning,
3. Media Planning and Selection,
5. Art Directing & Directing Actors. Blocking and Shot Selection,
6. Studio and Field Production Skills, and
7. Post Production.
To create an awareness and sense of appreciation for the complexities involved in video advertising production.
To provide students with a new, exciting, and artistic means of creation to serve their communities.
To stimulate the development of professional qualities which lead to excellence in video production including: responsibility, dependability, initiative, punctuality, self-control, and respect for self, other team members and equipment.
To define television advertising and discuss its component parts, & understand the different factors that affect the responses of consumers to advertisements.
To understand how research is used in the development of the creative message.
To understand the different functions of a television ad, describe the audience for the television medium and explain how the audience is measured.
To understand the central position of media planning, and the organization and purpose of the media plan.
To identify the critical elements in television advertising, understand the various stages in creating a television advertisement and describe how the various elements work together to create impact
To plan, develop and produce advertising campaign for non-profit agencies.
To develop and offer opportunities to engage students and community partners in community service learning.
There will be one class project during the term, as follows: Each student group will present a proposal package to produce up to three Video PSAs. Upon the successful completion of pre-planning and other production requirements, each group will produce up to three PSAs. These projects can be produced in the studio or in the field and may be planned to use our post-production facilities for the final presentation. Each team will have one day in the studio to set, light, rehearse, and tape their productions. Each production group will select its own crew from BECA members of the class for studio based production.
There is one major written project for the semester. Each student group is required to come up with a proposal for a PSA production. The proposal will consist of a narrative description of the project, a comprehensive listing of the equipment and technical support needed to realize the project and a budget for all purchases and/or equipment rentals and services. More information concerning proposal will be available in the detailed handout.
You will be required to turn in a 5 page paper, evaluating your experience the projects, other group members, and community partners. This requires you to keep a journal during the course of the semester. All written assignments must be typed. Handwritten assignments will not be accepted.
Armer, Alan A. Directing Television and Film. Third Edition Belmont, CA: Wadsworth, 1995.
Alkin, Glyn. Sound Techniques for Video & TV. Second Ed. London: Focal Press, 1989.
Barlow, H., & Blakemore, C., & Weston, M. (Eds.). Images and Understanding. New York: Cambridge University Press, 1990.
Blumenthal, Howard J. Television Producing and Directing. New York: Barnes and Noble, 1987.
Compesi, R. and R. Sheriffs. Video Field Production & Editing. Forth Edition. Boston: Allyn and Bacon, 1994.
Mathias, Harry and Richard Patterson. Electronic Cinematography. Belmont, CA: Wadsworth, 1985.
Millerson, G. Lighting, for Television and Film. Third Edition. London; Focal Press, 199 1.
Rabiger, M. Directing. Boston: Focal Press, 1989.
Zettl, Herbert. Television Production Handbook. Belmont, CA: Wadsworth, 1996
Zetd, Herbert. Sight, Sound, Motion. 2nd Edition. Belmont, CA: Wadsworth, 1990.
Equipment Responsibility & Financial Liability
Students are responsible for all equipment used during the semester. Considering the cost of this equipment, you will not want to loan it to a fellow classmate or leave it in a place that has questionable security. (The latter might include your dorm, apartment or your car). You have access to thousands of dollars worth of new equipment in this course. We do not have insurance coverage. You will be fully responsible in the event of equipment loss or purposeful or neglectful breakage.
Students should be prepared to attend all class sessions and should never obligate any of their classroom time to other activities. Each student will be expected to be prepared and participate in regular class meetings. Due to the nature of the course some outside assignments and activities (up to 5 hour per week) will be assigned. You should also consider the time required for postproductions.
Grades in this class will be determined as follows: Individual Evaluation (your role in the production team) %30
Group Evaluation 40%
Final Project Report 10%
Participation in the class, community service and other productions %20
Tuesdays, 10:00- 12:00, and Thursdays, 2:00-4:00 by appointment only.
Questions about the course
If, at any time during the semester, you have any questions about the course, your performance, or production group dynamics you are encouraged to contact me outside of class. You may visit my office during posted office hours, call my office, or leave a note in my mailbox in the BECA office. When attempting to contact me outside of class, I encourage you to leave a message so that I will know what you would like to discuss. I will be more than happy to discuss any aspect of the course with you.
1-Labor Day. No Class
8-Course introduction, requirements and procedures. Introduction to Community Service Learning.
15-Introduction to television advertising. Client Presentation. Groups formation.
22-Writing the Creative Brief. Evaluating Learning Outcomes, Reflection. Research speaker.
29-Creative briefing and brainstorming. Directing PSAs, script selection and analysis,
creative process. Focus group for reflection and evaluation. Guest speaker.
6-Production, planning and organization. Presentation of creative concepts to
faculty and focus groups. How to do presentation.
13-Storyboarding. Presentation of revised creative concepts to faculty. Gust speaker.
20-Presentation of Creative Concept with complete storyboard and script to Client.
27-Final script approval, production planning.
8 –Final Projects due.
** This schedule is tentative and is subject to change.