Time-Based Advertising

If you want to create a base-time medium story ad, There are several questions:

  • How is the story told?
  • How does the commercial or film convey emotions or the message?
  • Is the story told through narration or action?
  • Will the audience be able to understand the story just by watching the characters’ actions, or is a narrator necessary?
  • Can the characters’ behaviors (not words) carry the message? (Would the commercial work without sound?)
  • Is dialogue used to convey emotions and meaning? Can you replace discussion with action?
  • How does the narrative style contribute to communication?
  • How does the art direction contribute to communication? Color palette? Style? Lighting? Set? Costumes? Props? Spatial relationships?

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