Understanding how commercials are made is the key to doing it right. This descriptive book is a step-by-step guide on the mechanics of creating a commercial from a production perspective. Making commercials on all types of budgets is addressed. There is material describing the roles and dynamics of the key players: the producer/director, agency, and client. This book outlines the requirements of each group so that everyone can understand and appreciate each other's needs.

Key Features

* Learn to make more effective commercials on any budget * A comprehensive guide to production techniques for making commercials * Explains dynamics between client, agency, and producer


Professionals involved in commercial production; independent producers and directors; students in television production courses

Table of Contents

Introduction; History of Advertising from the Creative Perspective; Client/Agency Relationship; Putting the Material Together; Kinds of Clients and Commercials; Working on Different Budgets; Types of Production Media; The Client; Picking an Agency; The Agency; Who's Who; Shooting on Film; Video Shoot; Animation; Edits; Tests; Internships; Web Sites; Associations


No. of pages:
© 2005
Focal Press
Print ISBN:
Electronic ISBN:

About the author

Ivan Cury

Ivan Cury is a professor in the Communication Department of California State University, Los Angeles, where he has taught for the past fifteen years. He is also a producer and director of commercials, sitcoms, variety shows, documentaries, and daytime dramas such as The Young and the Restless. He has served as a judge for the Emmy's ACE and for the DGA awards. Before joining the department at Cal State, he taught for eleven years in the MPTV department at UCLA.


"This book is a step-by-step guide to creating a commercial from a production perspective." Millionaire Blueprints, Sept/Oct 2006