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
95
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.
Which of the following sets of topics would best organize the information in the selection?
选项
A、Ⅰ. Television commercials around the world Ⅱ. Cough drop commercials as an example of television commercials in the United States
B、Ⅰ. Recent tends in television commercials Ⅱ. Steps in making a television commercial
C、Ⅰ. The role of networks and manufacturers in the production of television commercials Ⅱ. Professional personnel required for developing television commercials
D、Ⅰ. Characteristics of television commercials Ⅱ. Goals of television commercials
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/wWBO777K
0
考博英语
相关试题推荐
Lookatthenotesbelow.Someinformationismissing.Youwillhearadialogueaboutone’sbackground.Foreachquestion(9-15),
SkySystemsLtd:WebsiteDirectoryA.CompanyHistoryB.CompanyOrganisationC.AnnualReportD.CompanyGoalsE.ProductInfor
Duetocircumstancesbeyondourcontrol,theconferencewillbepostponed.
Lookatthegraphsbelow.Theyshowunemploymentineightdifferentregionscomparedtothenationalaverage.Whichregiondoes
InformationforcustomersAllgoodstransportedbyFeraCarriersareinsured,butourpolicyexcludesdamageduetopoorpackagi
•Lookatthechartbelow.Itshowsacountry’sunemploymentrate.inflationrateandtherateofGDPgrowthduringeightquarters
______thereisalogicalconnectionbetweenallthethingsthathappeninthatimmenselyconnectedbodyofsaltedwaterthatco
TheAlaskapipelinestartsatthefrozenedgeoftheArcticOcean.Itstretchessouthwardacrossthelargestandnorthernmosts
He______thathehasdiscoveredanewplanet.
随机试题
投资组合中,固定收益产品占10%,股市产品占90%,此类产品组合较适合推介给( )投资属性的客户。
下列选项中,不属于引发商业银行流动性风险内部因素的是()。
某书画店与著名书法家老张签订了一份委托书写对联的合同。合同签订后,老张因不慎跌倒致使右臂受伤,于是老张委托他儿子小张代为书写了全部对联。但是不久书画店感到作品风格与老张不同,遂请专家鉴定,结果发现属他人作品。对此,下列说法正确的有()。
重证据,重调查研究,严禁逼供信政策的意义有( )。
××市科技局市经信委关于公布2014年度××市专利示范企业复审结果的通知各(市)科技局、经信局,市直开发区(新区、新城)科技局,市级有关部门,各有关企业:鉴于《××市专利示范企业认定管理办法》(×市科[2010]9号)有关规定,经
Nowadays,amateurphotographyhasbecomeatroublingissue.Citizensofrichcountrieshavegotusedtobeingwatchedbyclosed-
Thelittlegirlwasturned______byherstepfatherandshehadnoplacetogo.
Anumberofriskfactorsareassociatedwithcardiovasculardisease(CVD).Smokingtobaccoisoneofthebiggest【C1】______forth
HOLLYWOODHollywoodisasuburbofthecityofIosAngelesinCalifornia./Until1908itwasnomorethanaquietviilageo
TechnoServeisanon-profitgroupthat
最新回复
(
0
)