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Radio Commercial Forms
• Straight-ReadCopy is presented with no music or other
effectsDepend on quality of one’s voiceEmphasis, Pausing, Inflection, and RateChosen based on tone of voice and
enthusiasm
Radio Commercial Forms
• Fact Sheet CommercialListing of basic information and
characteristicsAnnouncer must ad-lib the spotsSounds natural
• Straight Read and Fact Sheet are difficult because the only tool you have is your voice
Radio Commercial Forms
• Music Bed CommercialPunches up straight read commercialAppropriate moodNot distracting or too loudCould also use SFX to create a “natural”
environment
Radio Commercial Forms
• Music Bed CommercialPunches up straight read commercialAppropriate moodNot distracting or too loudCould also use SFX to create a “natural”
environment
Radio Commercial Forms
• Donut CommercialCombination of recorded message and local live copyJingle is at beginning and end, local
announcer is inserted in the middleTiming is essential
• Live TagRecorded info comes first and announcer adds a bit of information that connects
message at the end
Radio Commercial Forms
• Spokesperson CommercialWell-known person, owner or manager
• High Production Value (Dramatization/Slice of Life)
Collection of voices, music, sound effects, singersPresent everyday scenes and insert
commercial messageMini dramas with characters, settings,
Structure of Commercial
• 1. Get AttentionAsk a questionMake an unusual statementUse a sound effect
• 2. Create Need• 3. Satisfy Need• 4. Demand Action
Analyzing Commericals
• GoalSelling is not the only goalAlso interested in imageWhat are they trying to accomplish?
• Mood/Tone
Read it to yourself firstTone of voice must be appropriateUnderstate the tone, don’t be too obviousIdentify changes in the mood
Analyzing Commericals
• Sincerity/EnergyMust attract and hold attentionHow should this sound?Be cautious when using humor
• MessageWhat is advertiser trying to get across?Action, Idea, UrgingIdentify key information and emphasize it
Analyzing Commercials
• Intended AudienceDemographicsListen to everyday conversationsHelps with dramatized commercials
• Emphasis
Key wordsMark your copy
Analyzing Commercials
• Timing+/- 1 sec on targetPause, Tempo variation, Clarity, Phrasing
• Hard Sell v Soft SellHard Sell – tension and excitementSoft Sell – relaxation and conversational
Pre-Production• Very little radio happens by accident• Involves planning• Thinking, Writing, Gathering, Discussing• Always be on the lookout for ideas• Formal and informal research• Find Unique angles
Pre-Production• Think about WHY you are producing the project• Informative, Entertaining???• Motivation will affect how you put piece
together• What action do you want audience to take?• How do you want the audience to feel?• Create visuals with audio
Pre-Production• Think about WHY you are producing the project• Informative, Entertaining???• Motivation will affect how you put piece
together• What action do you want audience to take?• How do you want the audience to feel?• Create visuals with audio
Audience & Style• Demographics – age, sex, income, nationality,
etc.• Psychographics – hobbies, interests, affiliations• Same information can be packaged for different
groups
• Be original, bring a personality to your project• Serious, funny, silly, sarcastic, epic, etc.
Production Elements• Music (Audio Architecture Library)• Foreground (focus)• Background (bed)• Music Libraries• Usually sectioned by style• Can create your own beds• www.royaltyfreemusic.com
Production Elements• Sound effects (SFX)• Augment (add to) or Punctuate a point• Atmospheres (Effect It CD)• Natural environment• Stingers (Imagio Library)• Short and sharp to command immediate
action• SFX Libraries or create/record your own• Silence can be a SFX• Dramatic pause vs dead air
Production Elements• Scripting• Writing and collecting audio will happen
simultaneously• Ongoing process• Script is the blueprint• Beginning, middle, end construction• Script Format
Words are LEFT justified All other FX in brackets and RIGHT justified
Double spaced, All caps
Analog Audio• Analog is electrical signal whose shape is defined
by the shape of the sound• Can store a duplicate of this signal on magnetic
tape• Sound pressure changes result in changes of
voltage and are recorded as changes in magnetic strength
• Each new generation of analog recording will be subject to degradation, because signal slightly changes shape
• Depends on tape, and there could be defects or decreases
Filtering• Analog signal is stripped of frequencies above
and below human haring range• Aliased – inaudible frequencies are shifted into
audible ones• Anti-aliasing – they are not
Sampling• Analog signal is divided many times a second• Measures the amplitude at each moment a
sample is taken• More samples, more exact the reproduction• Much like motion picture• 32,000 44,100, 48,000 samples per second
are common• Rate must be at least twice as the highest
frequency• We hear up to 20,000 Hz, so 44,100
Hz rate is common
Quantizing• Rounds each amplitude sample up or down to the
nearest value• Bit Depth = rounding levels• Higher the bit depth equals better fidelity of
the recording• 1 bit = 2 levels (no amplitude or maximum
amplitude)• 2 bits = 4 levels• 3 bits = 8 levels• 16 bits is most common = 65,536 levels• 20 and 24 technology is now being seen
Coding• Putting 0’s and 1’s in a series to correspond with
each value• This binary code is what is actually recorded• So we can have numerous copies with not loss of
quality
Editing• -Won’t usually record what you want on the first try• Eliminate mistakes without rerecording entire
thing• Do it take by take• Take out vocal filler• Decrease length of production work• Must achieve exact length for your pieces• Manually edit pauses• Time compress• Record out of sequence• Rearrange order of recordings• Use portions of longer recordings
Digital Editor• 2 track and multitrack• Need a DSP Audio card• Software programs
Adobe AuditionDigidesign Pro ToolsSony Sound ForgeSteinber Cubase Studio
• Other TypesDigital audio workstationsPersonal audio editor
• Shortcut
Digital Pros/Cons• Accessing and cueing up is faster
Adjusting lengthEncode file with other labeling informationEase of repair
If it does crash you lose EVERYTHING though
-Backup your filesNoise problem (fans, disk drives)
MIDI & Latency• MIDI/SMPTE each allow operator to sync multiple
different pieces of equipment together
• Latency• Time to convert analog to digital, add digital
effect to audio, or to move audio from one place to another
• Usually only milliseconds• More complex the project, more you are
susceptible to it
Digital Audio Editing• Begins after you have recorded audio into the system or Ripped – pulling
audio from CD• Edit View: Record, process, edit• Waveform view: shows audio file you are editing• Transport buttons: control recording and playback functions• Timeline display: timing information and horizontal/vertical zooms to scale
the audio• File, new, select appropriate recording specifications• Sample rate: 44,100• Channel: Stereo (Mono if voice only)• Bit Depth: 16 bit• Clicking record begins the recording• Check your levels at the bottom (keep them around -6)• You can save from here• Region• Trimming• Shift + Click to adjust edit points (may need to zoom)
Nondestructive Nature
• Original audio isn’t actually altered • You can always save a copy of your master
unedited file• Undo feature allows you to go back a step if you
have not saved• Can use the same audio in many places within a
project
Multitrack Techniques• Each element can be recorded and placed on a
separate track • Manipulated individually and played
simultaneously• Pull down menus give you a variety of functions• Audio can be mixed, moved, copied, and deleted• Each track has pan and volume faders
Multitrack Techniques• Over-dubbing: Adding a new track to existing
tracks• Punch In/Insert Edit: Record over just the part
that has mistake• Bouncing/Ping-Pong: Combining two or more
tracks on a multitrack recorder and recording them on a vacant track
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