Television Commercial Projects in Communication Technology

1. Television Commercial Projects in Communication Technology Henry L (Hal) Harrison III Thomas Loveland ITEA Conference February 21, 2008

2. Traditional Television Production in Secondary Education • English elective with emphasis on journalism. • Media Studies elective associated with the school library. • Morning news show on CCTV to classrooms for school announcements, upcoming activities and administration messages.

3. Video Production Technology • Content within Communication Technology sequence offered by Technology Education. • Communication Tech I introduces units on design principles, safety, printing & graphics, digital photography, desktop publishing, web page development, audio and video production. • Communication Tech II & III can focus specifically on the content and processes of video production. Broadcast Booth

4. Links to Standards for Technological Literacy • Based on the definition of technological literacy, video production technology makes an ideal technology education content. • Properly planned, the course will give students an opportunity for intensive research and design, and authentic applied work during production and editing. Non-linear editing of public service announcement.

5. Standards-Based Curriculum • Authentic-Contextual: learning through real world experiences and work, rather than abstract activities. Increasingly authentic tasks through the use of tools and language of experts. • Situated Learning: best learning occurs through context of work applications (and) highly social and interactive communities of practice.

6. Four Questions to ask about Authentic Projects • Does the project have clearly defined quality standards that students can use to evaluate their work? (AETL Assessment Standards benchmark 4-E) • Will it require completion of tasks used in the real world in order to help students understand and employ the major technologies of the field? (AETL Program Standards benchmark 4-D) • Will the project engage students in interacting and sharing ideas about ways to address problems and the lessons learned? (AETL Program Standards benchmark 4-A) • Does the project allow students to communicate their solutions to an audience of experts? (STL Standard 11-R)

7. An Authentic Situated Project for TV Production Technology Television Commercial An eight week, small group project that results in the completion of a 30 second commercial for a local business.

8. Phase OnePre-Production • Three week phase • Brainstorm ideas • Develop potential list of clients • Problem Analysis: Local business that needs increased sales.

9. Phase OnePre-Production • Audience Analysis: who is the commercial effectively targeting? • Demographics: analysis of the typical audience age, gender, economic level, ethnicity, geographical concentration or product knowledge. • Psychographics views the audience by attitudinal traits like lifestyle, primary interests and beliefs

10. Phase OnePre-Production • Set objectives for the commercial. • Increased traffic or sales most likely • Choose type of appeal to the audience’s most basic wants and needs. • Ethical • Logical • Emotional: the most powerful to tap

11. Phase OnePre-Production • Choose commercial format • Straight Sell: with clear simple message, stresses product features. • Testimonial: use of celebrity spokesperson i.e.; Dan Marino, Kirstie Alley • Humor: Make the audience laugh to capture their attention and emotional connection. • Music: use catchy tune like “Plop plop fizz fizz”… • Dramatization: mini story with a problem, tension, solution, and fulfillment of character.

12. Stage OnePre-Production Tasks • Set up meeting with business • Present contract details: cost and completion date. • Free VHS or DVD copy delivered to client. • If they choose to book air time, then a cost is charged. • Present storyboards and answer questions.

13. Stage TwoAuthentic Presentation • Students give professional pitch to real advertising executives and producers. • Professional dress • Storyboards • Ability to answer questions on the fly • Rest of class screened off from seeing the process • Graded by executives on their content and presentation skills.

14. Stage ThreeProduction • Five weeks to schedule off campus taping, voice-overs, music selection, titles and graphics generation. • Off campus taping privileges based on parental consent, equipment insurance, completed paperwork and no discipline referrals. • Non-linear editing during class time. • Delivery of final video copy to clients.

15. Assessment • Assessment instruments reflected authentic real world tasks • Stage One: 15% of grade based on meeting preproduction milestones • Stage two: 35% based on advertising executive’s evaluations • Stage Three: 50% based on Video Production rubric

16. Links to Accountability • Students develop higher order thinking and learning skills from integrated curriculum. • Applied connections to real world skills increase affective domain (belief in self, importance of work) thereby increasing learning.

17. Benefits of Video Production Technology • For Technology Education Teachers • Have students who are passionate and engaged in learning. • Less classroom management issues. • Increased visibility for the program within school.

18. Benefits of Video Production Technology • For students: • Improved view of school leading to learning gains and improved attendance. • Improved communication skills. • Open their eyes to needs of community. • Improved technological literacy.

19. Benefits of Video Production Technology • For community • Graduating students with applied work and citizenship skills. • Low cost advertising pieces to air on local cable or in movie theatres • For Technology Education field • Increased visibility and support for field • Technology education takes lead in promoting technological literacy.

20. Summary A TV commercial is a natural technology education project, firmly within the scope of the Standards for Technological Literacy. Henry L (Hal) Harrison, Clemson University hlh@clemson.edu Thomas Loveland, St Petersburg College Loveland.Thomas@spcollege.edu