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by Anthony Friedmann
Writing for Visual Media, 2nd Edition
Cover
Half Title
Title Page
Copyright
Contents
What’s on the DVD
Preface to the Second Edition
Introduction
Part One: 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 Cannot Read Your Mind
Instructions to the Production Crew
What is the Role of a Scriptwriter?
The “Script” Writer is a New Kind of Writer
What is Visual Writing?
Visual Writing
Where do We Go from Here?
Differences Compared to Stage Plays
Writing With Dialogue
Writing Without Dialogue
Conclusion
Exercises
Endnotes
2. Describing Sight and Sound
Describing Time and Place
Describing Action
Describing the Camera Frame or the Shot
Camera Shots
Describing Camera Movement
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
Conclusion
Exercises
Endnote
3. The Stages of Script Development
Background Research and Investigation
Brainstorming and Freeing Your Imagination
Concept
Pitching
Treatment
First Draft Script
A First Draft Script for a PSA: Smoked to Death
Voice Narration and Dialogue
Revision
Final Draft
Shooting Script
Conclusion
Exercises
Endnotes
4. 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 Anti-Smoking PSA
Conclusion
Exercises
Part Two: Solving Communication Problems with Visual Media
5. Ads and PSAs: Copywriting for Visual Media
Copywriting Versus Scriptwriting
Client Needs and Priorities
The 20-, 30-, and 60-Second Playlets
Visual Writing
Devices to Capture Audience Attention
More on Ads and PSAs
Recruiting the Audience as a Character
Mixing Devices and Techniques
Infomercials
Video News Releases
Billboards and Transportation Ads
Advertising on the World Wide Web
Formats
Conclusion
Exercises
Endnotes
6. Corporate Communications
Typical Corporate Communication Problems
Other Corporate Uses of Media
Meetings with a Visual Focus
Getting Background and Product Knowledge
Using Subject Matter Experts
Video Versus Print Media or Interactive Media
Video as a Corporate Communications Tool
Corporate Television
Script Formats for Corporate Videos
Developing the Script with Client Input
Length, Pacing, and Corporate Style
Devices that Work for Corporate Messages
Writing Voice Commentary
Selling Creative Ideas
Working with Budget Limitations
Conclusion
Exercises
Endnotes
7. Training, Instruction and Education
Focus Groups
Questionnaires
Traditional Devices for Training Videos
Show and Tell
Job and Task Description
Devices that Teach and Entertain
Dramatization
Educational/Instructional Use of Video
How-to-do-it Videos
Interactive Applications
Conclusion
Exercises
8. Documentary and Nonfiction Narratives
Documentary Comes First
Truth or Fiction
Scripted and Unscripted Approaches
Research and Formulating a Theme
What is the Role of the Writer?
Types of Documentary Technique
Other Documentary Applications
Writing Commentaries
Conclusion
Exercises
Endnotes
Part Three: Entertaining with Visual Media
9. Dramatic Structure and Form
Origins of Drama
Conflict
Three Act Structures for Film and Television
Other Narrative Structures
The Flashback
Genres
Script Development
Writing a Movie Treatment
Screenplay
Scene Outline
Master Scene Script Format
Scripting Software
Conclusion
Exercises
Endnotes
10. Writing Techniques for Long Form Scripts
Characters and Character
Dialogue and Action
Plot or Storyline
Comedy
Drama
Conclusion
Exercises
Endnotes
11. 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
Exercises
Endnotes
12. 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
Comedy and its Devices
Running Gags
Visual Gags
Double Takes
One-liners and Laugh Lines
Sitcoms
New Techniques and Innovations
Spec Scripts
Conclusion
Exercises
Endnotes
Part Four: Writing for Non-Linear and Interactive Media
13. Writing and Interactive Design
Defining Interactive
Linear and Nonlinear Paradigms
Combining Media for Interactive Use
Breakdown of Script Formats
Authoring Tools and Interactive Concepts
Multimedia Components
Finding a Script Format
Conclusion
Exercises
Endnotes
14. Writing for Interactive Communications
Different Writing for Web Sites
Web Site Concepts
Writing to be Read on the Web
Navigation: The Third Dimension
Writing Issues
Instructional and Utilitarian Programs
Interactive Catalogues and Brochures
Education and Training
Kiosks
Conclusion
Exercises
Endnotes
15. Writing for Interactive Entertainment
Interactive Reference Works
E-Commerce and Interactive Books
Games, Narrative, and Entertainment
Graphics vs. Live Action
The Order of Writing
Formats
Interactive Television
Interactive Movies
Conclusion
Exercises
Endnotes
Part Five: Anticipating Professional Issues
16. 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
Exercises
Endnotes
Appendix: Script Formats
Dual Column: PSA, Documentary, Corporate
Master Scene Script: Feature Film for Cinema and Television
Scene Script, Version 1: Television Sitcoms and Series
Scene Script, Version 2: Television Sitcoms and Series
Interactive Game Script (This is one Type of Interactive Script)
Video Game Concept for Gods & Monsters
Glossary of Terms, Abbreviations and Acronyms
Bibliography
Index
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Writing for Visual Media
SECOND EDITION
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