Writing for Visual Media, 3rd Edition

Chapter 2

A Seven-Step Method for Developing a Creative Concept

Key Terms

analytic steps	ethos or an appeal to ethical	logos, an appeal to reason
axiom	values	and argument
behavioral objective	seven-step method	meta-writing
communication	first-person plural	motivational objective
objective	first-person singular	pathos, an appeal
communication problem	friedmann’s first law of	to emotion
communication strategy	media communication	present tense
content	friedmann’s second law of	psychographics
copy platform	media communication	public policy problem
creative concept	hopefully	target audience
demographics	informational objective	which medium

 

Knowing how to describe visuals, sound, and action so that a production ...