首页
登录
职称英语
Everything in today’s world is going faster and faster, and television comme
Everything in today’s world is going faster and faster, and television comme
游客
2025-05-08
27
管理
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. [br] 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://tihaiku.com/zcyy/4067434.html
相关试题推荐
Don’tbesoinnocentastobelieveeverythingthepoliticianssay.A、illiterateB
Asasalesman,heworksona______basis,taking10%ofeverythingliesells.A、r
Comparedmathematicallytosmokinganddriving,almosteverythingelseseemsrel
Everythingintoday’sworldisgoingfasterandfaster,andtelevisioncomme
Everythingintoday’sworldisgoingfasterandfaster,andtelevisioncomme
Everythingintoday’sworldisgoingfasterandfaster,andtelevisioncomme
Mylandladyisalwaystryingtomeddleineverythingwedo.A、interfereB、intrude
Today,Ifirmly(believe),they(deliver)thenewtelevision,andifthey(do),
Withinhoursofappearingontelevisiontoannouncetheendofconscription,
Withinhoursofappearingontelevisiontoannouncetheendofconscription,
随机试题
[originaltext]M:MayIclosethewindow?W:Yes,please.It’stoonoisyoutside
[originaltext]Hello,I’mCallumRobertsonandyou’relisteningtothemusicsho
9-11TerroristAttackThereasonofthe9-11terrori
Since1895theNationalTrust(国家文物信托基金会)hasworkedforthepreservationof
粤菜即广东菜(Cantonesecuisine),是中国传统八大菜系之一,由中外饮食文化汇合并结合地域气候特点不断创新而成。粤菜在国外是中国的代表菜系,
草果的功效是()A.温中燥湿,除痰截疟 B.芳香化湿,和中止呕 C
下列各项中,属于长期应付款的有()。 Ⅰ.长期借款 Ⅱ.企业发行
预计某公司今年末每股收益为2元,每股股息支付率为90%,并且该公司以后每年每
共用题干 一般资料:求助者,男性,26岁,某学校教师。案例介绍:求助者在师范大
关于高压喷射注浆加固地基施工的基本工序,说法正确的是()。A.钻机就位→钻孔→
最新回复
(
0
)