Writing for visual media/ Anthony Friedmann

PARTI
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?
The "Script" Writer Is a New Kind of Writer
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
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
Information Overload
Demographics
Age
Gender
Race and Ethnic Origin
Education
Income
Psychographics
Emotion
Attitude
Step 3: Define the Objective
Step 4: Define the Strategy
Attention Span
Step 5: Define the Content
Step 6: Define the Appropriate Medium
Step 7: Create the Concept
Seven-Step Questionnaire
A Concept for an Antlsmoking PSA
Conclusion
Exercises
Describing Sight and Sound
Describing Time and Place
Describing Action
Describing the Camera Frame or the Shot
Describing Camera Movement
Describing Graphics and Effects
Describing Transitions between Shots
Describing Sound
Voice Narration and Dialogue
Format for Radio
■ Finding a Format for the Page
Master Scene Script
Dual-Column Format
Storyboard
TV Studio Multi-Camera Script
News Anchor Script Format
Conclusion
Exercises
4 The Stages of Script Development
Background Research and Investigation
Interviewing
Location Research
Brainstorming, and Freeing Your Imagination
Concept
A Concept for a PSA: Texting and Driving
Pitching
Treatment
A Treatment for a PSA: Texting While Driving
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
PART 2
Solving Communication Problems with Visual Media
5 Ads and PSAs: Copywriting for Visual Media
Copj^riting 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
Humor
Animation
Shock
Suspense
Drama
Children
Serial Storytelling
Testimonial
Special Effects
Sexual Innuendo
Recruiting the Audience as a Character
Engaging the Audience as Visual Thinker
Patterns That Engage the Visual Cortex
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 i
Technical Writing -
Formative Evaluation
Summative Evaluation
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 1 Z
Interactive Applications ;
Other Corporate Uses of Media 5
Meetings with a Visual Focus
Devices That Teach and Entertain
Devices That Work for Corporate Messages
Dramatization
Humor
Visual Metaphor
Narrators and Anchors on Camera
Ask a Question
Television Formats
Documentary
Vox Pops
Logical Argument in Documentary Nanative
Graphics
Visual Seduction
Interview
Case Histories
The Story of a Day
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
Documentary Comes First
Truth or Fiction
Scripted and Unscripted Approaches
Research and Formulating a Theme
What Is the Role of the Writer? |
The Proposal
The Treatment
Types of Documentary Technique
Reportage
Observation
Reality Shows
Interviews
Investigative Documentary
Faux or Pseudo Documentary
Narrative Documentary - ?
Dramatized Documentary - I
Expository Documentary .
Propaganda . ;■
Other Documentary Applications ^
Expedition Documentary /
Travel Documentary
Documentaries about the Making of Feature Films
Wildlife Documentary
Writing Commentaries
Narrative Voice-Over and Postproduction
Wall-to-Wall Commentary
Commentary Counterpoint and Commentary Anchors
Dual Commentators
Commentary Cliches
On-Camera/Off-Camera Combinations
YouTube
Conclusion
Exercises
PART 3
Entertaining with Visual Media
8 Visual Storytelling: Dramatic Structure and Form
Origins of Drama
Conflict
Three-Act Structures for Film and Television
Three-Act Story Structure
The Premise
Tag Line
Concept
Other Narrative Structures
The Cooler
Thirteen
The Place beyond the Pines
The Flashback
Script Development
Adapting the Seven-Step Method
Loglines
Story Engines
Writing a Movie Treatment
Scene Outline
Screenplay
Master Scene Script Format
Scripting Software
Shooting Script
Conclusion
Exercises
Writing Techniques for Long-Form Scripts
Characters and Character
Dialogue and Action
Plot or Storyline
Comedy
Comic Devices
The Comic Character as Victim
Verbal Comedy
Running Gag
The Visual Gag
The Cover-Up/Impersonation
Disguise and Mistaken Identity
Dramatic Irony
Drama
Cover-Up/Mistaken Identity
Disguise
Dramatic Irony
Ambition/Pride
Challenge and Survival
Greed
Love Gone Wrong
Desire/Lust/jealousy
Writing Techniques for Adaptation
The Problem of Adaptation
Length
Point of View
Narrative Tense and Screen Time
Setting and Period
Dialogue vs. Action
Descriptive Detail and the Camera Frame
Implied Action
It's a Wonderful Life
Bartleby
Conclusion
Exercises
10 Television Series, Sitcoms, and Soaps
The Premise for Series, Sitcoms, and Soaps
Drama Series
Miniseries
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
Running Gags
Visual Gags
Insult and Putdown
Double takes
One-Liners and Laugh Lines
Spec Scripts
Reality TV
New Techniques and Innovations
Interactive Television
Conclusion
Exercises
PART 4
Writing for Interactive and Mobile Media
11 Writing and Interactive Des'
Defining Interactive
Linear and Nonlinear Paraoigms
Combining Media for Interactive Use
V
Breakdown of Script Formats
Branching
Flowcharts
Storyboards
Authoring Tools and Interactive Concepts
Multimedia Components
Finding a Script Format
Conclusion
Exercises
12 Writing for Interactive Communications
Instructional and Utilitarian Programs
Different Writing For Websites
Conceptual Writing vs. Content Writing
Website Concepts
Navigation: The Third Dimension
Writing the Interactive Idea
Concept
Design Document
Flowchart
Breakdown for Production
Text
Video, Stills, and Audio
Applying the Seven-Step Method
Concept
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
. Games, Narrative, and Entertainment
Video Games
Mobile Games
Games for Website Engagement
Writing
Character in Video Games
The Order of Writing
Treatment or Overview
Describing the World of the Game
Flowchart
Description of Sub-Quests
Character Descriptions
Interaction with Non-Player Characters
Cut Scenes
Storyboard Script
Notes
Graphics vs. Live Action
Formats
Interactive Games for Training
Military Training Games
Corporate Training Games
Educational Games
Conclusion
Exercises
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
PARTS
Anticipating Professionai 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
Truthiness and Consequences
Writing for the Corporate World
Client Relationships
Corporate Contracts
Work for Hire
Marketing Yourself and Your Work
Copyright
Work-Made-for-Hire and Freelance
Networking, Conventions, and Seminars
Resources on the World Wide Web
Hybrid Careers
Conclusion
Exercises