Make Your Way 7, Schulbuch mit Audio-CD und CD-ROM

Writing task You are attending an international advertising college. It is part of your firstyear coursework to produce a poster or video advertisement and to chronicle your work in a portfolio. Write the first part of the portfolio (200250 words) in which you: briefly describe your advertisement • explain who your target market is • explain why you think that the advertisement will appeal to the target market • 13 Internet project Design an advertising page for your portfolio. Include: an example of an advert you really like and a paragraph saying why • an example of an advert you don’t like and a paragraph saying why • a detailed account of the advertising campaign you were involved in • 14 Reading/DVD tips Berger, Warren: Advertising Today (Phaidon 2003) Bradbury, Malcolm: Cuts (Arrow 1988) Buckley, Christopher: Thank You For Smoking (HarperPerennial 1995) Eley, Brandon/Tilley, Shayne: Online Marketing Inside Out (SitePoint 2009) Goddard, Angela: The Language of Advertising (Routledge 1998) Postman, Neil: Amusing Ourselves to Death (Heinemann 1986) Pricken, Mario: Creative Advertising: Ideas and Techniques from the World’s Best Campaigns (Thames & Hudson 2004) Twitchell, James B.: Twenty Ads That Shook the World (Random House 2001) Mad Men – Seasons 1–4 (DVD, 2008–2011) 15 Video advertisement Decide in your group: Use the storyboard blank your teacher will give you to write the advertisement storyboard. How to write a storyboard Example: Useful words: what product or service you want to advertise • who your target market is • what the unique selling point will be • what the name of the product is • what the storyline will be • what images you will need • what music or sound effects you will need • what the script will be • 1 Establishing shot of mountains. Man on horse in foreground. Fade out music. 2 Camera zooms in to man. Music continues. 3 Zoom in to cup of coffee in man’s hand, man begins to speak: “When I’m out on the range …” blur zoom mid – shot fade in/out/to camera focuses on close – up 161 3 Compact unit 3: Advertising Nur zu Prüfzwecken – Eigentum des Verlags öbv