Term
| What do we hear in radio? |
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Definition
| Silence, words, music, sound effects |
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Term
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Definition
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Term
| What is the goal when using words? |
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Definition
To persuade Persuade them to buy the product, buy the idea, buy the service |
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Term
| What are the restrictions? |
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Definition
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Term
| What is it called when words have rhythm and balance? |
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Definition
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Term
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Definition
| communicates a mood for the story & strengthens memory for the product |
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Term
| What are the four forms of music? |
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Definition
-pseudo sound-effect - tag -background/muisc bed -song w/ lyrics |
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Term
| What do sound effects do? |
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Definition
enhances the point of the message moves the story along explains action or clarifies a story natural to the sitation |
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Term
| When should a sound effect not be used? |
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Definition
-distracts from the main point -creates aural clutter -just like it, no other reason |
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Term
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Definition
emphasis time to reflect stage cue |
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Term
| Directions to technicions are... |
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Definition
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Term
| Directions for music are... |
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Definition
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Term
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Definition
| sounds as if talent is walking toward the mic... |
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Term
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Definition
| person is walking away from mic |
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Term
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Definition
| person is talking away from mic |
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Term
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Definition
| something is between mic and person |
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Term
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Definition
| makes mic sound like a phone |
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Term
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Definition
| an electrical-mechanical echo |
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Term
| To identify the product... |
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Definition
research the product find out product benefits what sets the product apart from competition prove your benefit/claim |
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Term
| how do you prove your benefit? |
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Definition
be specific present facts/stats show success stories testimonials BE HONEST |
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Term
| Devices to make product definition come to life |
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Definition
| negation, context, correlation, derivation, exlempfication |
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Term
| What is your goal with an acceptor? |
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Definition
push them into action. help them go to the next step and buy |
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Term
| What is your goal w/ rejectors? |
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Definition
Eliminate resistance show them why the product isn't so bad. |
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Term
| What is your goal with skeptics? |
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Definition
They are interested but hesitant identify why they are skeptical |
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Term
What is your goal with apathetic people? |
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Definition
create interest in the product with nice commercials. |
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Term
| What are the rational appeals? |
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Definition
EPSIM economy performance safety indulgence maintanence |
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Term
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Definition
| it does what it says it will |
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Term
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Definition
| saving money (w/o sacrificing quality) |
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Term
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Definition
| a product that is durable |
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Term
| Any product can be advertised through _____________ |
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Definition
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Term
_______ appeals are a vehicle for ___________ appeals. |
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Definition
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Term
| what are the emotional appeals? |
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Definition
SHARPEN sensation humor allurement rivalry people interest ego-building newness |
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Term
| Features younger than ___ months are called new. |
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Definition
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Term
| Which emotional appeal to use depends on ___? |
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Definition
product category target audience selling point |
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Term
| What are the different types of commercials? |
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Definition
uni-voice multi-voice w/ dialogue multi voice w/o dialogue musical |
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Term
| Similarity between PSA & commerical? |
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Definition
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Term
| differences between PSA & commercial |
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Definition
-stations don't receive money for airing PSAs stations select which ones to air & when to air them |
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Term
| What are challenges for PSAs? |
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Definition
-making intangiable "products" concrete -asking something of the audience for no immediate benefits - getting aired |
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Term
STEPS for writing effective PSAs |
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Definition
1. break intangiblity barrier 2. use of fear appeal (w. caution) 3. empower the listener 4. appeal to enlightened self-interest 5. always end w/ a call for action |
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Term
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Definition
-start w. negative action- -focus on how to avoid the negative -don't leave your audience terrified. |
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Term
| appeal to enlightened self inteterest |
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Definition
| when confronted by choices, people do want to do good. |
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Term
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Definition
- realistic dialogue +no direct sell to the listner -keep distinctive characters -build dramatic tension |
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Term
| different ways to music in commercial.... |
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Definition
-sound effect -tag line - back drop -w/ lyrics |
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Term
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Definition
-eliminates error -allows complex production - ensure uniformity of presentation |
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Term
disadvantages of recorded |
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Definition
-lack of spontaneity -changes cannot be made |
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Term
| What is a doughtnut commercial? |
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Definition
-high quality preproduced material at beginning and end. -a hole is left in the middle for local announcer to read script |
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Term
| When do you use defocus/ refocus usually? |
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Definition
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Term
| when do you use swish pan? |
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Definition
| travel, new scene, location |
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Term
| In a TV commercial, video directions(including SFX and music) are in________ |
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Definition
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Term
| In at TV commercial, narration and talent instructions are in ________ |
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Definition
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Term
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Definition
call letters and city ex. WUFL Tampa/St. Petersburg |
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Term
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Definition
can be anything... ex. AM 1380 Radio Disney...the music that's jumpin. |
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Term
| HOw long is a shot in film? |
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Definition
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Term
| how long is a shot in video? |
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Definition
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Term
| How many degrees do you move the camera when going to a closer shot to make a smooth transition? |
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Definition
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Term
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Definition
| one or more shots in same location at same time. |
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Definition
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