Creating the TV commercial: Visual Techniques, Writing script, Developing storyboard, Music, Soundtrack – BMS Notes
Visual Techniques
The conscious use of color is the first example. This technique is used every single over all graphic marketing mediums.
It’s simple to misinterpret or use the colour psychology advertising tactic incorrectly. Any hue with a little off tone runs the risk of conveying the incorrect feeling rather than the intended one for the design.
The backdrop, photos, typefaces, visual accents, and branding components all use colour. It’s crucial to consider the colour scheme every time for this reason.
Think about the significance of every hue and if it serves a purpose. Innovative colour schemes are used in creative advertising to convey a statement without using words. Easy decisions like making a call-to-action button’s colour bold may significantly raise the click-through rate.
As with Tiffany Blue or Coca-Cola Red, a brand’s signature hue may sometimes have such significance that it stands alone.
The advertising below complements a black and white picture with the Tiffany Blue trademark colour. Observe that the model is maintaining a “direct stare” with the audience. Later on, we’ll discuss it in greater detail.
Center of Attention
Selecting the right focus point is equally as crucial as the font and colour scheme. As they take in the message of the commercial, the viewer must have a clear area to focus their attention.
A focus point may be achieved in a variety of methods. Actually, there are two helpful strategies to assist build a good focus point: the golden mean and the rule of thirds.
Other methods for choosing a focus point include:
Selective Focus: Maintain a fuzzy backdrop while keeping the focal point sharp, or vice versa.
Exposure: Adjust the image’s bright and dark regions to highlight the main subject.
Light Source: Only shine light on the focus point.
When there are two focus points, a proper balance may be achieved by using Gestalt concepts. The basic advertisements below include prominent emphasis points created by erasing the lettering.
composing a screenplay
Show Off Your Brand Clearly
Your brand’s name, emblem, and sometimes even the product itself should be communicated throughout the ad via both spoken and visual signals. Don’t be sly and reveal your brand’s face just at the very end of the advertisement. Do exercise taste, however.
Make a narrative
The finest advertisements convey a narrative instead than merely pushing a commodity or service. Make sure your plot has a relatable and engaging plot that your audience can engage with, whether it’s a humorous or satirical tale or something more serious.
Create a Remarkable Character or Idea
The above-mentioned sample advertisements are not all one-off pieces of advertising. Rather, they are a sequence of advertisements with a consistent theme or cast of characters. The audience’s bond with your brand will be strengthened by these personalities or theme.
Hold onto it Simple
You have a few 30 to 60 seconds to engage your audience and make an impact with your message. Make your commercial’s main idea and plot as straightforward as possible.
Never Take Shortcuts
A successful TV advertisement must have quality. Producing a single advertisement doesn’t have to break the bank to be of high quality. However, if you want to make sure your ad is of the highest quality, hire a professional film production crew.
Creating a storyboard
A planning technique utilised in cartoons, movies, television, and even advertising is storyboarding. During this stage of pre-production, artists create comic book-style illustrations of the advertising, including many panels that depict the final images that will be captured on camera. Storyboarding isn’t always essential in advertising, but it may come in handy when it comes time to actually start shooting.
Step-by-Step Summary
A storyboard is a condensed representation of the finished project that you may use to prepare ahead, much like a narrative outline. For instance, commercials have time constraints; they typically last no more than 30 seconds. You can gauge how much time you have to get your point across by looking over the storyboard. The storyboard deconstructs the ad shot by shot, allowing you to calculate the amount of time you can dedicate to each shot and still finish the commercial within the allotted time.
Visual Reference
Additionally, storyboards serve as a visual reference manual throughout the duration of the filmmaking process. You may use the storyboard to confirm two things since each frame in it represents a shot in the advertising. The first is that you capture every shot required for the advertisement without inadvertently omitting any. The second is that you compose each photo and take it the way you had intended. You may plan ahead of time how you will move the camera, record any movement, and frame the subject. Then, you can just follow your own directions on the storyboard.
Time to Examine
The storyboard is your last chance, before to production, to go over your idea and make any necessary adjustments. Consider it your final line of protection. You may always make modifications once the storyboard is approved, but doing so in the middle of shooting might create delays. Using your storyboard, you can make sure you have all the necessary items, such as on-screen actors, set decorations, and props, and that the visual narrative effectively conveys the advertisement’s message. It helps you see the finished result in your mind’s eye before you start the real manufacturing process.
Not Always Necessary
Storyboards are often used, however they are not always necessary for a project—especially an advertising. An long infomercial, for instance, especially one that is recorded in front of a live audience, may not always lend itself to being well-planned in advance. There are no guidelines about how elaborate or how you should approach storyboarding. All you need for a storyboard can be a few basic stick figures and arrows. You may construct your storyboard anyway you see appropriate, as long as it provides you with the information you need.
Soundtrack and Music
The term “music in advertising” describes the use of music to improve the success of (mass) electronic media commercials. Advertisements using music have a variety of effects on viewers’ perceptions of the brand, and they “may greatly impact the emotional reaction to television ads.” The artists whose music appears in commercials are also impacted.
These are the five ways that music may improve advertisements.
-
Activates Feelings
The fact that music can elicit a wide variety of emotions is one of the reasons advertising love to employ it.
-
Crafts a Tale
The effectiveness of an advertisement often depends on how well it tells a narrative.
An aspect of relatability exists between a brand and its audience via stories. For this reason, music is so important to the telling of a tale. Consider the last time you watched a film or a television programme.
Music serves as a subtle or dramatic message to the audience, whether they are paying attention or not, that this point in the tale is significant.
-
Initiates Action
Inspiration has always come from music.
Listen to any national anthem to see how strongly it motivates people to support their country. As previously said, music has a powerful power to inspire and arouse emotions. Music may inspire you to take action or motivate you to do better. It can work as a catalyst for change.
This is why music is used in advertisements to support, advocate for, or take a position on a topic. Inspired music combined with the company’s intention might motivate consumers to take action and unintentionally start a conversation about the brand.
Strengthens the Offer
Unquestionably, music plays a crucial role in promoting a brand, whether it is by generating action or telling a tale.
Brands identify with the demographic they want to represent.
As a result, the music they use for their ads has to complement their theme. For this reason, ads targeting younger audiences tend to include gritty, electronic music, whereas more senior viewers are likely to hear more conventional, pleasant music.
Fits in with the Brand
In the end, a brand needs consistency and a unified image to effectively market to its target market. For this reason, every aspect of their image—including their music—must be flawless.
As previously said, a brand’s choice of music for an advertisement evokes feelings and supports a sale.
It must be synonymous with the brand and a symbol of it. The music that a company chooses must be ingrained in the culture of its target demographic. Because of this, music and brands must work well together; otherwise, they will not work.