The assignment due on Wed., 22 March consists of two (2) scripts, each accompanied by its own cover sheet. In grading assignments turned in early I have noted the following common errors:

Script #1 (single-camera).

Cover Sheets-

1. Audience objectives that lack a motivational appeal (feeling) and/or call to action.
2. No mention of how John Wendel will be used in the commercial.
3. A failure to describe music or SFX to be used.
4. A description of graphics text to be keyed over closing shot which isn't in the script.

Scripts-

1. A lack of transitions, especially "fade to _" at the open and "fade to black" at the close.
2. Only occasional use of shot size designations (LS, MCU, etc.).
3. The speaker's name either missing or being repeated for each paragraph.
4. Music and/or SFX on the video side, not in caps and/or not underlined.
5. Times that don't add up to 30 seconds.
6. No time allotted for fading to black (usually 1 sec.).

An example of an appropriate single-camera cover sheet might look like this:

Client: Sam's Appliance Store

Writer: David Kintsfather

Title: "Cell Phones That Work"

Run Time: 30 seconds

Target Audience: 25-34 year-old men and women who are likely to purchase electronic devices in Johnstown.

Audience Objectives:

1. Know that some cell phones don't offer reliable service in Midville.

2. Know that Sam's Appliance Store offers phones that will work in Midville.

3. Feel secure in the knowledge that cell phones from Sam's are guaranteed to work in the Midville area.

4. Stop by Sam's to discuss cell phone models and plans.

Production Notes:

1. John Wendel will voice most of the commercial, with an announcer giving the closing tag.

2. Bill will be a stressed-looking male, approximately 28, and dressed in a business suit.

2. SFX will consist of static and "out of service" beeping sounds.

3. The closing shot will consist of an exterior shot of Sam's store with the address and phone number keyed over.

While I am always reluctant to provide a sample script tailored to a specific assignment, I feel that in this case it may prove helpful. Please try to use this as a guide, and don't let it stifle your creativity. A sample script (in Courier for viewing in HTML) for a single-camera production might look like this:

Client: Sam's Appl. Store    Title: Cell Phones that Work       Page: 1 of 1
Writer: David Kintsfather
____________________________________________________________________________

 VIDEO                       TIME     AUDIO

 1.
 Fade to LS of Bill          00:02    SFX: STATIC AND BEEPS
 outside Sam's store trying
 to use cell phone


 2.
 Cut to MS of John in        00:02    JOHN: Are you having some trouble?
 doorway of store


 3.
 Cut to MCU of Bill          00:03    BILL (FRUSTRATED): I can't get my

                                      office on this blasted cell phone 

                                      and I'm about to lose a big sale.


 4. 
 Cut to LS of John and       00:03    JOHN: Maybe I can help. (PULLS OUT
 Bill in front of door
                                      CELL PHONE) Try this one.


 5. 
 Cut to MCU of Bill          00:03    BILL: (DIALS PHONE) It works! Thanks.


 6.
 Dissolve to MS of           00:10    JOHN: When my father founded 
 John in front of cell
 phone display in store               Sam's Appliance Store 59 years ago,
 window
                                      cell phones were only a distant

                                      dream of science fiction writers.

                                      But today we depend on them, and Sam's

                                      has a wide selection of phones

                                      guaranteed to work anywhere in 

                                      the US.


 7.
 Dissolve to XLS of store,   00:06    ANNOUNCER: For all your electronics
 key address and phone #
 over                                 needs, visit Sam's Appliance Store,

                                      123 Main Street, across from the

                                      Borough Hall.


 8.
 Fade to Black               00:01    

Script #2 (real-time studio production).

Cover Sheets-

1. Target audience copied from single-camera assignment.
2. Audience objectives that lack a motivational appeal (feeling) and/or call to action.
3. No mention of how John Wendel will be used in the commercial.
4. A failure to describe music or SFX to be used.
5. A description of graphics text to be keyed over closing shot which isn't in the script.
6. A failure to include the required 10 seconds of pre-produced video inside the store.

Scripts-

1. A lack of transitions, especially "fade to _" at the open and "fade to black" at the close.
2. Only occasional use of shot size designations (LS, MCU, etc.).
3. An almost total lack of sources which can be cam. #s or electronic boxes like CGs.
4. The speaker's name either missing or being repeated for each paragraph.
5. Music and/or SFX on the video side, not in caps and/or not underlined.
6. Times for each shot rather than back timing (beginning at :30 and ending at :00).

Client: Sam's Appliance Store

Writer: David Kintsfather

Title: "Who You Gonna Call?"

Run Time: 30 seconds

Target Audience: 34+ year-old men and women who have made at least one purchase at Sam's Appliance Store.

Audience Objectives:

1. Know that big box discount stores don't service what they sell.

2. Know that Sam's Appliance Store carries a wide selection of home appliances.

3. Know that Sam's offers in-home service for all appliances.

4. Feel secure in the knowledge that Sam's will be there if an appliance should break down.

5. Stop by Sam's for their next appliance purchase.

Production Notes:

1. John Wendel will voice most of the commercial including the closing tag.

2. Joe and Suzy will be a late 30s working-class couple.

2. SFX will consist of a "whumping" sound of a dying clothes dryer.

3. The closing shot will consist of an exterior shot of Sam's store with the address and phone number keyed over.

Please try to use this example as a guide, and don't let it stifle your creativity. A sample script (in Courier for viewing in HTML) for a real-time studio production might look like this:

Client: Sam's Appl. Store    Title: Who You Gonna Call?         Page: 1 of 1
Writer: David Kintsfather
____________________________________________________________________________

 VIDEO                       TIME     AUDIO

 Fade to Cam. #1, LS         00:30    SFX: WHUMPING SOUND
 of Joe and Suzy staring
 sadly at clothes dryer


 Cut to Cam. #2, MCU         00:26    SFX: OUT ABRUPTLY
 of Joe
                                      JOE: Did you try to get someone to

                                      service this lemon?


 Cut to Cam. #1, MCU         00:23    SUZY (FRUSTRATED): The store
 of Suzy
                                      said to call the manufacturer, 

                                      but they're in Canada!


 Dissolve to Cam. #3,        00:19    JOHN: Don't let this happen to you.
 MS of John
                                      I'm John Wendel, owner of Sam's 

                                      Appliance Store,


 Cam. #3 zooms out to        00:15    where we not only carry a wide
 XLS of John and 
 appliances                           selection of home appliances, but

                                      when necessary, we can arrange

                                      convenient, in-home service.


 Dissolve to VCR #1,         00:10    JOHN (V/O): So the next time you
 Clip of shoppers in
 store                                need an appliance, come see me at 

                                      Sam's Appliance Store,


 Key CG over VCR #1,         00:05    123 Main Street,
 (address over exterior
 shot)                                across from the Borough

                                      Hall.


 Fade to Black               00:00

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