Book description
Writing for Visual Media looks at the fundamental problems a writer faces in learning to create content for media that is to be seen rather than read. It takes you from basic concepts to practice through a seven-step method that helps you identify a communications problem, think it through, and find a resolution before beginning to write.
Through successive exercises, Writing for Visual Media helps you acquire the basic skills and confidence you need to write effective films, corporate and training videos, documentaries, web sites, PSAs, TV shows, nonlinear media, and other types of visual narratives. You'll explore your visual imagination and try out your powers of invention.
The companion web site enriches the content of the printed book with video, audio, and sample scripts. It includes scripts and the video produced from them; visual demonstrations of concepts; and an interactive, illustrated glossary of terms and concepts. Please visit
www.focalpress.com/cw/friedmann-9780240812359
click on the Interactive Content tab, and follow the registration instructions.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright
- Contents
- Preface to the Second Edition
- Preface to the Third Edition
- Introduction
- What’s on the Website
-
Part 1. Defining the Problem
-
Chapter 1. Describing one medium through another
- Writing not to be read but to be made
- Writing, producing, and directing
- Moving from being a viewer to being a creator
- The producer cannot read your mind
- Instructions to the production crew
- What is the role of a scriptwriter?
- What is visual writing?
- Meta-writing
- Where do we go from here?
- Differences compared to stage plays
- Writing with dialogue
- Writing without dialogue
- Conclusion
-
Chapter 2. A seven-step method for developing a creative concept
- Step 1: Define the communication problem
- Ivy college: An admissions video
- American Express: American travel in Europe
- PSA for battered women
- Shell gas international
- Step 2: Define the target audience
- Demographics
- Psychographics
- Step 3: Define the objective
- Step 4: Define the strategy
- Step 5: Define the content
- Step 6: Define the appropriate medium
- Step 7: Create the concept
- A concept for an antismoking PSA
- Conclusion
- Chapter 3. The stages of script development
-
Chapter 4. Describing sight and sound
- Describing time and place
- Describing action
- Describing the camera frame or the shot
- Describing graphics and effects
- Describing transitions between shots
- Describing sound
- Shot, scene, and sequence
- Finding a format for the page
- Master scene script
- Dual-column format
- Storyboard
- News anchor script format
- Conclusion
-
Chapter 1. Describing one medium through another
-
Part 2. Solving Communication Problems with Visual Media
-
Chapter 5. Ads and PSAs: Copywriting for visual media
- Copywriting versus scriptwriting
- Client needs and priorities
- The 20-, 30-, and 60-Second miniscripts
- Visual writing
- Devices to capture audience attention
- Define the creative idea or concept
- More on ADS and PSAs
- Special effects
- Recruiting the audience as a character
- Writing for audio and radio
- Infomercials
- Video news releases
- Billboards and transportation Ads
- Advertising on the world wide web
- Formats
- Conclusion
-
Chapter 6. Corporate communications: Selling, telling, training, and promoting
- Video versus print media or interactive media
- Video as a corporate communications tool
- Corporate television
- Training, instruction, and education
- Focus groups
- Questionnaires
- Typical corporate communication problems
- Getting background and product knowledge
- Using subject matter experts
- Devices for video exposition
- Show and tell
- Job and task description
- Educational/instructional use of video
- How-to-do-it videos
- Interactive applications
- Other corporate uses of media
- Meetings with a visual focus
- Devices that teach and entertain
- Devices that work for corporate messages
- Writing the corporate treatment
- Script formats for corporate videos
- Length, pacing, and corporate style
- Writing voice commentary
- Developing the script with client input
- Selling creative ideas
- Working with budget limitations
- Conclusion
- Chapter 7. Documentary and nonfiction narrative
-
Chapter 5. Ads and PSAs: Copywriting for visual media
-
Part 3. Entertaining with Visual Media
- Chapter 8. Dramatic structure and form
-
Chapter 9. Writing techniques for long-form scripts
- Characters and character
- Dialogue and action
- Plot or storyline
- Comedy
- Drama
- Writing techniques for adaptation
- The problem of adaptation
- Length
- Point of view
- Narrative tense and screen time
- Setting and period
- Dialogue versus action
- Descriptive detail and the camera frame
- Implied action
- It’s a wonderful life
- Bartleby
- Conclusion
-
Chapter 10. Television series, sitcoms, and soaps
- The premise for series, sitcoms, and soaps
- Three-act structure and the TV time slot
- Using commercial breaks
- Visualizing for the small screen
- TV dialogue
- Realism/realistic dialogue
- Breaking up dialogue
- Pacing
- The beat sheet
- Team writing
- Hook/teaser
- The series bible
- Condensing action and plot
- Target audience
- Script formats for television
- TV comedy and its devices
- Sitcoms
- New techniques and innovations
- Spec scripts
- Conclusion
-
Part 4. Writing for Interactive and Mobile Media
- Chapter 11. Writing and interactive design
- Chapter 12. Writing for interactive communications
- Chapter 13. Writing for interactive entertainment
- Chapter 14. Writing for mobile media
-
Part 5. Anticipating Professional Issues
-
Chapter 15. You can get paid to do this
- Writing for the entertainment world
- Writing contracts
- Pitching
- Ideology, morality, and content
- Emotional honesty and sentimentality
- Writing for the corporate world
- Client relationships
- Corporate contracts
- Work for hire
- Agents and submissions
- Networking, conventions, and seminars
- Surfing the web
- Hybrid careers
- Conclusion
-
Chapter 15. You can get paid to do this
- Appendix. Script formats
- Bibliography
- Glossary
- Index
Product information
- Title: Writing for Visual Media, 3rd Edition
- Author(s):
- Release date: November 2012
- Publisher(s): Focal Press
- ISBN: 9781136028014
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