Book description
This updated edition of Writing for Visual Media will enable you to understand the nature of visual writing that lies behind the content of all visual media. This unique kind of writing must communicate to audiences through content producers, since audiences don’t read the script. Most media content provides a solution to a communication problem, which the writer must learn to analyze and solve before writing the script.
The Fourth Edition strengthens the method for creating content and writing in the correct language and established format for each visual medium, including commercial communication such as ads and PSAs, corporate communications, and training. An extended investigation into dramatic theory and how entertainment narrative works is illustrated by examples and detailed analysis of scenes, scripts and storylines, designed to save writers from typical pitfalls and releasing your creative powers of invention. Writing for Visual Media will help you to develop an improved foundation for understanding interactive media and writing for non-linear content, while gaining the tools to effectively connect with your audience like a professional.
- Sample scripts and video clips of those produced scripts
- An interactive glossary of camera shots, movements, and transitions
- Storyboards, scripts, screenplays, and links to industry resource
- Instructor materials such as PowerPoint lecture slides, a sample syllabus, and a test bank.
Visit the site at www.routledgetextbooks.com/textbooks/9780415815857
Table of contents
- Cover
- Title
- Copyright
- Contents
- Acknowledgments
- Praise
- Preface
- What’s on the Companion Website?
- Introduction
-
PART 1 Defining the Problem
-
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 and Director 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 Novels and Stage Plays
- Writing with Dialogue
- Writing without Dialogue
- Conclusion
- Exercises
-
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
- Seven-Step Questionnaire
- A Concept for an Antismoking PSA
- Conclusion
- Exercises
-
3 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
- Voice Narration and Dialogue
- Finding a Format for the Page
- Master Scene Script
- Dual-Column Format
- Storyboard
- News Anchor Script Format
- Conclusion
- Exercises
-
4 The Stages of Script Development
- Background Research and Investigation
- Brainstorming, and Freeing Your Imagination
- Concept
- Shot, Scene, and Sequence
- First-Draft Script
- A First-Draft Script for a PSA: Texting While Driving
- Revision
- Final-Draft Script
- A Final-Draft Script for a PSA: Texting While Driving
- Shooting Script
- Conclusion
- Exercises
-
1 Describing One Medium through Another
-
PART 2 Solving Communication Problems with Visual Media
-
5 Ads and PSAs: Copywriting for Visual Media
- Copywriting versus Scriptwriting
- Client Needs and Priorities
- The 15-, 20-, and 30-Second Miniscripts
- Visual Writing
- Devices to Capture Audience Attention
- More on Ads and PSAs
- Recruiting the Audience as a Character
- Engaging the Audience as Visual Thinker
- Writing for Audio
- Radio: Words without Pictures
- Infomercials
- Video News Releases
- Billboards and Transportation Ads
- Advertising on the World Wide Web
- Social Media
- Script Formats
- Conclusion
- Exercises
-
6 Corporate Communications: Selling, Telling, Training, and Promoting
- Video, Print Media, and Interactive Media
- Video as a Corporate Communications Tool
- Corporate Television
- Training, Instruction, and Education
- Educational/Instructional Use of Video
- Focus Groups
- Questionnaires
- SCORM
- Typical Corporate Communication Problems
- Getting Background and Product Knowledge
- Devices for Video Exposition
- Job and Task Description
- Show and Tell
- How-To 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
- Exercises
- 7 Documentary and Nonfiction Narrative
-
5 Ads and PSAs: Copywriting for Visual Media
-
PART 3 Entertaining with Visual Media
- 8 Visual Storytelling: Dramatic Structure and Form
- 9 Writing Techniques for Long-Form Scripts
-
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
- Spec Scripts
- Reality TV
- New Techniques and Innovations
- Interactive Television
- Conclusion
- Exercises
-
PART 4 Writing for Interactive and Mobile Media
- 11 Writing and Interactive Design
-
12 Writing for Interactive Communications
- Instructional and Utilitarian Programs
- Different Writing For Websites
- Website Concepts
- Navigation: The Third Dimension
- Writing the Interactive Idea
- Writing to Be Read on the Web
- E-Commerce and Interactive Distribution
- Interactive Reference Works
- Interactive Catalogues and Brochures
- Education and Training
- Kiosks
- Conclusion
- Exercises
- 13 Writing for Video Games
-
14 Writing for Mobile Media Platforms
- Technical Antecedents
- Content on Mobile Platforms
- Antecedents for Mobile Content
- Video on Mobile Platforms
- Video and Cell Phone Use
- The Mobisode
- Webisodes and New Digital Formats
- Writing Changes
- Second-Screen and Multiple Media Concepts
- What Is Second Screen?
- “Snackable” Content
- What Does All This Mean for Writers?
- Conclusion
- Exercises
-
PART 5 Anticipating Professional Issues
-
15 You Can Get Paid to Do This
- Writing for Money
- Pitching
- Logline
- Agents and Submissions
- Writing for Television
- Producing and Writing Video Games
- Ideology, Morality, and Content
- Emotional Honesty and Sentimentality
- Writing for the Corporate World
- Client Relationships
- Corporate Contracts
- Work for Hire
- Networking, Conventions, and Seminars
- Resources on the World Wide Web
- Hybrid Careers
- Conclusion
- Exercises
-
15 You Can Get Paid to Do This
- Appendix
- Bibliography
- Glossary
- Index
Product information
- Title: Writing for Visual Media, 4th Edition
- Author(s):
- Release date: April 2014
- Publisher(s): Routledge
- ISBN: 9781317964810
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