Chapter 10:

Visual Communication

Design and Production of Ads

Objectives
 Designing and Producing a Print Ad

 Designing and Producing a Radio Ad

 Designing and Producing a TV and Digital Ads

 TV/Visual/Digital Ad Production Process

Designing and Producing a Print Ad
 Tools for Designing Print Ad
Display Copy
Body Copy
Visuals
 Understanding the Primary Colors
 Understanding Layout
 Understanding the Printing Process
Primary Colors

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Layout
Designing and Producing a Radio Ad
 Tools for Designing Radio Ad
Voice
Music
Sound Effects
 Understanding Transitory Medium
 Understanding Theatre of the Mind
 Understanding Image transfer
Designing and Producing a TV and
Digital Ads
 Tools for Designing TV and Digital Ads
Voice Lighting
Music
Sound Effects
Characters
Costumes
Set and/or Location
Props
On-Screen Graphics

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Designing and Producing a TV and
Digital Ads
 Understanding Off Camera and Voice Over
 Understanding Shot, Scene and Key Frame
 Understanding Storyboarding
 Three broad types of Digital Ads:
 Website/Webpage
 Banner
 Internet Ad

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Storyboarding

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TV/Visual/Digital Ad Production
Process
1. Message Design
• Get client approval on the advertising
strategy
• Choose the message format
• Create a key frame
• Write the script
• Storyboard the action and scenes
• Get client approval of script and storyboard

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2. Preproduction

• Find the right director

• Find the production house or animation
house
• Work out details in preproduction meeting
• Locate or build the set
• Cast the talent
• Locate props, costumes, photographic stills
• Get bids for all the production operations

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3. Production (the Shoot)

• The director manages the shoot

• Record the action on film
• Record music, voices, and sound effects
• Create the on-screen graphics
• Create the computer graphics

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4. Postproduction

• Edit the film

• Mix the audio track
• Synchronize the video and the audio
• Give a presentation tape to client for approval
• Duplicate videotapes for distribution

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