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TV Commercials: How to Make Them by Ivan Cury

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5 Production

 

 

As the production level changes, the style of shooting changes. A commercial that's going to be shot in an afternoon for a local restaurant uses a production technique that is vastly different from that used for a major IBM shoot, and that is different from a low-budget regional commercial. Nevertheless, there are some elements that are the same for all three. We'll examine three different kinds of productions and examine their similarities and differences. First, a bit of history that may help explain some general film and video conventions.

Early film cameras and later early television cameras were heavy. Many of today's studio cameras and cameras with long lenses, teleprompters, and assorted other outboard rigs are still very ...

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