EffecttoCause Model Production Model Basic Idea Desired Effect
Effect-to-Cause Model (Production Model) Basic Idea → Desired Effect (define process message) Medium Requirements ← Desired Effect Content, Production, People, (cause) Pre, Production, Post (cause) → Degree of Success ↙ Real Effect & Evaluation Message Actually Received
Effect-to-Cause Model l Formative evaluation is the evaluation of each production phase while the production is in progress. l Summative evaluation is the final evaluation of the finished production and its actual effect on the audience.
Production Phases l Preproduction: including all the planning and coordination of details before the actual production activities. l Production: encoding or translating the original program objective into a series of video segments + the coordination of production and technical people and the operation of the production equipment. l Postproduction: assembling the shots and the scenes into a coherent whole — the video program.
Preproduction: Generating Ideas On Demand l Brainstorming: a form of “conceptual blockbusting” that ignores or breaks down traditional barriers to creative expression. All ideas are equally valid. Their relevance to the basic idea is determined later in the review session. l Clustering: starting with a central idea and then branches out in various directions. l Successful brainstorming and clustering depend on a free, intuitive, and noncritical flow of ideas.
About Brainstorming l It is best done with several people. l You start out with a general idea or related image and let everybody call out whatever springs to mind. l It’s important to let all minds roam freely and pass judgment on any of the ideas, however irrelevant they may seem. l Document all ideas by either recording them on audiotape or writing them down. l In the review stage, recite the list of comments several times to discover novel connections.
Preproduction l Program Objective: describing the desired communication effect on the viewer. Exactly what is it that you want the audience to know, feel, or do? l Angle: describing the specific approach to the story, a point of view of the event. l Evaluation: is it worth doing? Is it doable? l Script: various script formats
Preproduction: From Idea to Script Is it worth doing? ↓ Idea → Program objective → Angle → Evaluation ↑ Is it doable? → Script
Preproduction: From Script to Production Talent ↑ Script → Producer ↓ Budget → Director ↓ Art director Floor plan Storyboard → Technical personnel → Facilities and equipment
Production Teams l Nontechnical Production Personnel e. g. Executive producer, Producer, Director, Actor, Writer, Art director… l Technical Production Personnel e. g. Technical director, Lighting director, Camera operators, Video editor…
Script Formats l Fact, or Rundown, Sheet It normally lists the major features of a product that the host should mention, although the presentation itself is ad-libbed. l Two-column A/V Script It may be used for a variety of nondramatic programs, such as interviews, cooking shows, or commercials. l Single-column Drama Script It contains the complete dialogue, narration over video, and all major action cues.
Visualization l Image l Sound l Context l Sequence l Storyboard Exercise: Tom excitedly bought his 1 st stamp at the post office. l Floor Plan: specifying the set and the props, facilitating the blocking of talent and cameras, helping determine the basic lighting and audio requirements.
5 W 2 H of Designing a C. F. 1. 2. 3. 4. 5. 6. 7. Why to say: the purpose How much to say: the budget Whom to say: the target audience demographic & psychographic What to say: the message How to say: the structure, form, style When to say: timing Where to say：media, channels, platforms
Basic Image of Formation l Scanning Process Interlaced scanning: The electron beam first scans all the oddnumbered lines, from left to right and from top to bottom. This first scanning cycle produces one field. The beam jumps back to the top and scans all the even-numbered lines. This second scanning cycle produces a second field. The two fields make up a complete television picture, called a frame. l 1080 i system
Basic Image of Formation l Scanning Process Progressive scanning: The electronic beam scans each line from left to right and from top to bottom. This scanning cycle produces one complete frame. The beam then jumps back to the top to start a new scanning cycle to produce another complete frame. l 480 p system l 720 p system
Analog and Digital Signals l An analog signal is an electrical copy of the original stimulus, such as somebody’s singing into a microphone. l The digital signal is purposely discontinuous. It takes the analog signal and selects points at equal intervals. l Digital usually refers to the binary system in which data are represented in the form of on/off pulses.
Digital System, Digitizing Process l Sampling: a number of samples are taken of the analog video or audio signal at equally spaced intervals. ↑sampling rate ↑signals l Quantizing: it changes the sampling points into discrete numerical values (0’s and 1’s) by giving each point a specific number. l Compression: it includes the temporary rearrangement or elimination of all data that are not absolutely necessary for preserving the original quality of the video and audio signals for storage and signal transport.
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