01546nam a2200145   4500001000700000100004100007101000800048200010300056210004000159215002300199225002900222330110800251606001601359700002501375388823  a20091207d1957       y0pory50      ba  aeng  aThe television commercialehow to create and produce effective TV advertisingfHarry Wayne McMahan  aNew YorkcHastings Housedcop. 1957  a223 p.cil.d25 cm  aCommunication Arts Books  aChapter 1 – Television as a selling tool: “sight and sound”. Chapter 2 – The eleven men on the team: “position and goal”. Chapter 3 – The viewer. “he begs to differ”. Chapter 4 – Start with the idea: “back to basic advertising”. Chapter 5 – Analysis and aims: “define your problem”. Chapter 6 – Live or film: “points of decision”. Chapter 7 – The five production techniques: “Cost and comparisons”. Chapter 8 – Cartoon: “The universal language”. Chapter 9 – Live action: “dialogue vs. narrative”. Chapter 10 – Stop motion: “mechanical ingenuity”. Chapter 11 – Puppets: “some are dolls”. Chapter 12 – Photo animation: “the budget saver”. Chapter 13 – Working to a budget: “blending techniques”. Chapter 14 – The sound track: “the singing jingle”. Chapter15 – Station break: “the twenty and the ten”. Chapter 16 – The writer: “man with four heads”. Chapter 17 – The final script: “17 points of evaluation”. Chapter 18 – Random observations: “fact and theory”. Photos and credits. About the author.  aTELEVISÃO  aMcMAHANbHarry Wayne