The Radio and Television Commercial


Book Description




Brought to You By


Book Description

“A lively history” of how TV advertising became a defining force in American culture between 1946 and 1964(Technology and Culture). The two decades following World War II brought television into homes and, of course, television commercials. Those commercials, in turn, created an image of the postwar American Dream that lingers to this day. This book recounts how advertising became a part of everyday lives and national culture during this midcentury period, not only reflecting consumers’ desires but shaping them, and broadcasting a vivid portrait of comfort, abundance, ease, and happy family life and, of course, keeping up with the Joneses. As the author asserts, it’s nearly impossible to understand our culture without contemplating these visual celebrations of conformity and consumption, and this insightful, entertaining volume of social history helps us do just that.




Designing and Producing the Television Commercial


Book Description

Designing and Producing the Television Commercial explains the business, art, and technology of creating a commercial from the development of the client's message to postproduction. This text is ideal for readers who want to become producers, directors, or writers at an advertising agency, production company, or with an advertiser.




The Radio & Television Commercial


Book Description

The Radio & Television Commercial gives you the practical guidance needed to create more powerful commercials that will sell more product. Whether you are a beginning student or a seasoned veteran, you'll find fresh insights and tips for creating more effective commercials, including easy-to-use guidelines that show how to think about, how to develop, and how to write a solid creative strategy - and integrate it into your overall plan; creative checkpoints and principles for evaluating radio and TV writing; suggestions for picking the best format - from problem-solution, to slice-of-life, to demonstration and more - for selling your product; tips for choosing the specific medium - from a 15-second radio spot to a 30-minute infomercial; cost-effective guidelines that enable you to produce high-quality commercials on a limited budget; dozens of problem-solving exercises that help you challenge your skills and build a portfolio to showcase your creativity for prospective clients and employers; current examples of outstanding commercials; and practical guidelines for testing and evaluating finished commercials.




Web Advertising


Book Description

This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.




Digital Radio Production


Book Description

Today’s broadcasting students need a well-balanced, hands-on, and relevant guide to the radio industry. Digital Radio Production provides exactly that, and more. Employing a holistic approach, Connelly shares his 20 years of experience and invaluable insights on the production person’s role in a radio station. His extensive knowledge of sales, promotion, programming, announcing, and social media is thoughtfully revealed within the structures of both large and small markets. The text also focuses on the latest technologies and trends in combination with core concepts vital to a successful career in radio. Fully updated, the Third Edition enhances students’ technical skills and knowledge of digital audio, recording, storage, audio processing, and special effects. Each chapter features suggested activities outside the classroom, key informative websites, and a glossary of industry terms. The text is accompanied by 93 audio examples of virtually every aspect of radio production (from microphone techniques to commercial production samples), an outstanding selection of production music that can be creatively reworked and transformed, and a custom studio-tracking session with suggested activities. Access audio examples, production music, and a custom studio-tracking session here.




Perspectives on Radio and Television


Book Description

This textbook describes the field of radio and television in the United States, presents the material in a manner the reader can grasp and enjoy, and makes the book useful for the classroom teacher. Written for adaptation to individual teaching situations, the book is divided by subject matter into logical chapter divisions that can be assigned in the order appropriate for specific course students. Each chapter stands by itself, but the book is also an integrated whole. It is easy to understand at first reading, by beginning radio-television majors or nonmajor elective students alike. To give readers a complete picture of the field, subjects such as ethics, careers, and rivals to U.S. commercial radio and television are included.




Advertising


Book Description




Acting in Commercials


Book Description

Every actor knows that working in commercials is lucrative. But many actors, trained primarily for working on the stage, have mistaken ideas about this field and lack essential on-camera experience. Now in an updated and expanded edition, Acting in Commercials is the only resource that fills all the gaps in the performer’s knowledge of this demanding medium. Invaluable for its insight into the craft as well as the business of acting, it tells you how to prepare for commercial auditions and, once you’ve landed a job, how to deliver the most expressive on-camera performance—leading to more work and success in a competitive field. Author Joan See illuminates all the secrets she has learned while appearing in hundreds of commercials over the past thirty years. She shows you how to approach five distinctly different commercial forms and explains the specific acting techniques to employ in each. In fact, Acting in Commercials will take you beyond commercial work, sharpening all your acting skills for a broader film and television career.