Operation Manual

CHAPTER
186
TUTORIAL
COMMERCIAL PROJECT
OVERVIEW: Akin to the relationship between feature films and music scores, video commercials
and music jingles are nearly inseparable – like bread with butter. The first TV advertisement in
the United States debuted in 1941. Only ten seconds long, the advertisement fired off the clever
slogan, “American runs on Bulova time.” (Bulova, naturally, is a watch company.) No music was
played during that initial airing; however it was obvious that the catchy slogan begged to be
set to music. Soon advertisers did just that for their “slogans.” The audience of this new media
was flooded with music-based commercials, or “sound branding.” Today most advertisements
use melodies or jingles to create a visceral memory link between the products they peddle and
the mind of the consumer. Psychological research has validated this marketing strategy: people
remember words that are sung better than they remember words that are spoken. The commercial
project intends to teach creative marketing basics through the creation of a video commercial. A
discussion on the differences and similarities between radio and TV advertising could connect this
lesson with the Radio Jingle project.
LESSON: This lesson is intended to be interdisciplinary: a collaboration between business,
marketing, psychology, film or design courses. First, an analysis of music and advertising will
demonstrate the intertwined relationship between the two. Students will watch several example
commercials selected by the educator and will examine the extent to which music is used to sell
the product. Next, students will propose their own “product” by either selecting a well-known
commodity or by designing their own. A short, one-minute commercial will then be filmed
showcasing the product. If students do not have access to film equipment, a custom surfboard
company advertisement video is available in the Additional Materials Download. Finally, the
commercial will be edited, scored, and mixed down in Mixcraft. Students should have prior
experience working with Mixcraft before tackling this project: multiple disciplines are involved
that require a wider range of technical skills than encountered in other projects. Do not be
intimidated, however.
SKILLS GAINED:
 Product Design & Product Marketing
 Video Filming
 Using Mixcraft’s Loops
 Video, Audio & MIDI Editing
TEACHER’S GUIDE NSME: 1, 2, 3, 4, 6, 7, 8, 9
HIGH SCHOOL
CLASS TIME: 3-6 ONE-HOUR PERIODS
REQUIRED
MATERIALS:
• Computer with
Mixcraft
• A product to
be advertised
• Commercial Project
Student Guide
(Additional
Materials Download)
SUGGESTED
MATERIALS:
• Digital Camcorder
• Headphones/
Monitor Speakers
• Internet
Connection
• Further Reading
Materials
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