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Das Drehbuch Zum Drehbuch

Das Drehbuch Zum Drehbuch


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About the Book

1. Die Gestaltungmerkmale des Werbefilms
2. Die Wahrnehmungsbedingungen des Werbespots, Werbefilms, TV- Trailers, Image- und Unternehmensfilms, Virals und Social-Media-Videos
2.1. Die Wahrnehmungsbedingungen des Werbespots und Werbefilms 2.2. Die Wahrnehmungsbedingungen des TV-Trailers und -Teasers 2.3. Die Wahrnehmungsbedingungen des Unternehmens- und Imagefilms2.4. Die Wahrnehmungsbedingungen des Virals2.5. Die Wahrnehmungsbedingungen des Social-Media-Videos 2.5.1. Creative Game Reminder 2 Was erinnern wir und in welcher Gestalt?
3. Bitte zielen! Die Aufgabenstellung. Das Gestaltungs-Briefing
3.1. Creative Game Zielen3.2. Creative Game Emotionales Versprechen3.3. Creative Game Pain Point3.4. Creative Game Tonalität
4. Werbefilme zwischen Kunst und Kommerz. Von Maximilian Heiser, Kunsthistoriker
5. Erzähl mir eine Geschichte. Wie funktioniert die Geschichte?
5.1. Deskriptiv oder narrativ?5.2. Die Aufgabe des Erzählens in der Werbung5.3. Die Funktionen des Erzählens im Werbefilm5.4. Was macht die Idee zur Geschichte?
6. Das zeichnet die gute Werbefilmidee aus
6.1. Was ist eine Gestaltungsidee?6.2. Das zeichnet ausgezeichnete Werbefilmideen aus 6.2.1. ÜBUNG. Creative Game. Emotion
7. Gute Ideen kann jeder haben
7.1. Kreativität. Welche Türen führen zur Intuition?7.2. Kreativtechniken für die Storyentwicklung 7.2.1. Creative Game Fahrstuhl7.3. Vom Thema zur Story7.4. Vom Topic zur Story7.4.1. Analyse. Topics für Storys7.4.2. Creative Game. Topic-Verschiebung für Storys7.5. Die Top-10 der Urgeschichten und Mythen7.5.1. Creative Game Monster7.5.2. Creative Game Suche, Mission oder Kreuzzug7.5.3. Creative Game Vom Bettler zum König7.5.4. Creative Game Reise und Rückkehr7.5.5. Creative Game Verschwörung7.5.6. Creative Game Tragödie7.5.7. Creative Game Liebesgeschichte7.5.8. Creative Game Wiedergeburt7.5.9. Creative Game Sich selbst neu erfinden7.5.10. Creative Game Urgeschichte
8. Die Dramaturgie der Werbefilm-Erzählung
8.1. Das Drama beginnt 8.1.1. Creative Game Konfliktpaare8.2. Geschlossene und offene Formen der Erzählung 8.3. Der Komplikationsgrad von Werbefilm-Geschichten
9. Die Figurenkonstellationen
9.1. Charakterisierung der Protagonisten9.2. Prägnanz und Reduktion der Charaktere
10. Dramaturgische Mittel des Storytelling
10.1. Wie motiviert das Produkt die Handlung?10.1.1. Creative Game Produkt10.2. Die Erzählperspektiven10.2.1. Die auktoriale Erzählsituation 10.2.2. Die Ich-Erzählsituation 10.2.3. Die personale Erzählsituation 10.2.4. Die Erzählsituation des Kommunikators, vielleicht zuerst? 10.2.5. Creative Game Erzählperspektive10.3. Monolog, Dialog und Kommentar 10.4. Ton-Bild-Schere und Ton-Bild-Spannung10.5. Schrifttitel in der Erzählung. Punkt, Komma, strichgenial10.6. Formen des Brandings in der Erzählung
11. Die Basis-Erzählstrukturen des Werbespots, Werbefilms, Imagefilms, Trailers, Social-Media- und Viral-Videos
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About the Author: Dr. Albert Heiser studierte Gesellschafts- und Wirtschaftskommunikation an der UDK, Universität der Künste, in Berlin. Er arbeitete als Werbetexter und Kreativ Direktor bei bedeutenden Agenturen: Ogilvy & Mather, Saatchi & Saatchi, Grey/Dorland. Albert Heiser wurde für seine kreativen Leistungen vielfach ausgezeichnet. Er ist u.a. Dozent an der Universität der Künste Berlin, der Filmhochschule Ludwigsburg und der ARD.ZDF Medienakademie. 2001 gründete er das Creative Game Institut. Er forscht über die Wirkung von Gestaltung im Bereich Text, Grafikdesign, Werbefilm und gibt sein Wissen in Seminaren und Trainings für Unternehmen weiter.


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Product Details
  • ISBN-13: 9783658297336
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 448
  • Spine Width: 27 mm
  • Weight: 662 gr
  • ISBN-10: 3658297336
  • Publisher Date: 29 May 2020
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Storytelling, Konzeption Und Produktion Für Werbefilme, Trailer, Imagefilme Und Viral-Videos
  • Width: 148 mm


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