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Media Production by Amanda Willett

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7 Advertising

Advertising, whether on radio or TV, involves the same kinds of production techniques you would use for other types of film-making. However, advertising does involve a different kind of preparation. This chapter deals with how to approach your project if you have been tasked with making an advertisement.

Structure of advertising

Advertising is similar to a film trail in that the film-maker is trying to persuade you to buy something and has only a short space of time in which to do it. Advertising is often studied in terms of semiotics (signs or symbols). Students often study things like target audience, and how lighting, sound, music and even typeface affect the viewer.

These are all very important aspects of advertising; however, ...

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