Embracing the TV commercial: charms and challenges of selling on screen

This chapter will delve deep into an area that is perhaps at the pinnacle of all advertising mediums — the television commercial. It will explore the complexities and collaborations, procedures and pitfalls of creating an influential advertisement for the screen. And how its development and production can heavily impact the strength and delivery of an advertising idea. As a form of advertising that engages more consumer senses than any other, this chapter will look at the creative practices and logistical boundaries of directors, producers, sound technicians and advertising creatives when selling on the screen. Drawing from a variety of sources this chapter will extrude how advertising creatives initiate and execute an idea for TV, the pivotal role a director plays and how its production affects a consumer’s perception of a brand or product. It will include case studies and interviews from practitioners with a focus on the professional and commercial arena. Questions asked will include: why is television such a powerful advertising medium? How does production value affect audience perception of a brand? And what impact does modern technologies have on the production process. Primarily targeting students the chapter will comprehensively outline the creative process of a successful TV commercial, the challenges faced and collaboration required both nationally and internationally. Incorporating key learnings it will undoubtedly give its audience valuable insight into the world of the TV commercial.