首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Everything in today’s world is going faster and faster, and television commercials are no exception. At the start of the televis
Everything in today’s world is going faster and faster, and television commercials are no exception. At the start of the televis
admin
2011-02-26
57
问题
Everything in today’s world is going faster and faster, and television commercials are no exception. At the start of the television age the standard commercial lasted 60 seconds, but most of today’s commercials are only half that length and many are even shorter. The 15-second commercial, introduced a few years ago as a way to cut skyrocketing advertising costs, may soon be the most common in the United States. (Our television-watching counterparts in Japan and Europe are already being treated to 7-second mini-commercials ! )
What stands behind the message that blips onto and off our television screens before we have time to get to the kitchen and hack? Months of planning; hundreds of interviews with potential users of the product; hours of writing; dozens of actors, directors, and technicians; days of filming; and hundreds of thousands of dollm’s in payments to the television networks that will run the ad.
Take for example a recent commercial for a certain brand of cough drops. The manufacturer of the cough drops spent four months trying to think of a way to boost sales. After several surveys of cough drop users, the company decided to market a strawberry-flavored lozenge. Further surveys identified tile typical users of the strawberry-flavored cough drop as persons between the ages of 15 and 30. This infforination was important in planning the content and style of the commercial (fast-paced and upbeat, with colorful graphics and lively music) and in determining when to air it (during situation comedies, prime-time dramas, and music specials).
The creative team at the advertising agency that handled the cough drop company’s account then took over. After hours of discussion and writing, they came up with six scripts, from which the client chose two. One involved a young woman pulling a strawberry out of a box of cough drops. The outline, or storyboard, for the commercial looked deceptively simple: four sketches and a few lines of ’voice-over.’ Yet these few words and images (just enough to fill 15 seconds) had been carefully selected to convey crucial information about the product: its effectiveness in suppressing coughs and soothing sore throats, the absence of sugar, and its strawberry flavor.
Turning this carefully calculated script into an effective commercial involved finding just the right actor: a young woman who would be attractive to the target audience and who could make her positive response to the cough drops look convincing. Forty-two actors were. auditioned; one was chosen.
The actor wasn’t the only element of the commercial that had to go through an audition. More than a hundred outfits were inspected before one was chosen for her to wear, and hundreds of strawberries had to be sorted through.
The filming began at 9:30 one morning. "All" the actor had to do was to open a box of cough drops, pull out a strawberry and munch on it. Yet her movements and facial expressions had to be just right, and achieving that perfection took three hours and 72 shootings, or ’takes.’
Even then—shooting completed—the job was far from done. Thousands of feet of film had to be reduced to a compact 45 feet of finished commercial. Using million-dollar, computerized equipment, the producer, writer, and art director selected the best two takes and mixed images and sound to produce a polished final product. The result? A simple, effortless-looking lisle film that shows none of the tremendous effort that went into producing it, but which should justify all of that time, creativity, and expense by boosting cough drop sales.
According to information included in the selection, which of the following occurs first in the development of a television commercial?
选项
A、developing alternative scripts.
B、determining the general style of the commercial.
C、selecting an actor or actors.
D、identifying the commercial’s target audience.
答案
D
解析
转载请注明原文地址:https://kaotiyun.com/show/rWBO777K
0
考博英语
相关试题推荐
•Lookatthechartbelow.Itshowstheaveragesharepricesofeachmonthofthreecompaniesduringaneight-monthperiod.•
TRADEFAIRSTANDSACIPSystem:InternalTelephoneSystemsBBertixpie:Top-of-the-RangePortableComputersCAuroraLtd:Ha
•Lookatthechartbelow.Itshowsacountry’sunemploymentrate.inflationrateandtherateofGDPgrowthduringeightquarters
MarshallsOnlineReturnsPolicyYoumustnotifyusofanydamagewithin48hoursofreceiptviaemailtoshop@marshalls.co.uk.
NOTICEStaffCanteenClosedDuetocircumstancesbeyondourcontrol,weareunabletoopenthestaffcanteentoday.
Thechildwassoingenuousthatevenwhensheknockedthetelevisionoffitsstandsothatitwasirreparablydamaged,herparen
TheAlaskapipelinestartsatthefrozenedgeoftheArcticOcean.Itstretchessouthwardacrossthelargestandnorthernmosts
TheAlaskapipelinestartsatthefrozenedgeoftheArcticOcean.Itstretchessouthwardacrossthelargestandnorthernmosts
Manywell-educatedpeopledon’tbelievethat______willendangerfreedomofspeech.
Disguisedasfiction,novelsaresometimes______accountsofactual.
随机试题
1996年2月19日,A企业就其生产的家用电器注册了“青凌”商标。后来B企业使用该商标生产冰箱,并在2006年4月开始销售“青凌”牌冰箱。下列说法正确的是()。
成本逼近法的基本公式为:土地价格=土地取得费+土地开发费+利息+利润十土地增值收益。()
《证券公司监督管理条例》规定,因故意犯罪被判处刑罚,刑罚执行完毕未逾()年的个人,不得成为持有证券公司5%以上股权的股东、实际控制人。
下列各项说法中不正确的是()。
阿芳出生在一个贫困家庭,父亲在她6岁时被捕入狱后死在狱中,剩下姐姐和她与母亲相相依为命。1999年姐姐结婚出嫁,为筹办姐姐的婚事,母亲到处筹款借钱,给生活拮据的家庭添加了债务。2000年阿芳从职校毕业,找了一个宾馆服务员的工作,为还债,她经常替小姐妹们加班
EncounterEnvironmentalToursofferstripstosomeofthemostbeautifulandisolatedwildernessesintheworld______allthecom
近代中国遭遇了巨大民族危机,列强人侵,军阀割据。近代中国社会的性质属于()。
有一类攻击可以确定通信的位置和通信主机的身份,还可以观察交换信息的频度和长度。这类攻击称为______。
有如下类定义:classMyClass{intvalue;public:MyClass(intn):value(n){}intgetValue()eonst{returnvalue;}
LawrenceSterne’s______wasconsideredasthepioneerworksofthestream-of-consciousnessnovel.
最新回复
(
0
)