Objective

In this segment, we’ll explore the power of characters in advertising. From iconic mascots to celebrity endorsers, characters are the backbone of many successful campaigns. This section will provide a deep dive into character development and introduce the principles of storytelling within the constraints of a TV commercial.

What You Will Learn

• • Week 1: Introduction to Character-Based TV Commercials
    • The Power of Characters in Advertising
    • Types of Characters in Commercials (Human vs. Anthropomorphic)
  • Week 2: Developing Compelling Characters
    • Writing Detailed Character Profiles
    • Aligning Characters with Brand Values
  • Week 3: Storytelling Basics for Short-Form Content
    • The Three-Act Structure in 30 Seconds
    • Crafting Engaging Hooks
  • Week 4: Emotional Engagement in Commercials
    • Evoking Emotions Through Character Struggles
    • Case Studies of Emotionally Resonant Ads
  • Week 5: Integrating Brand Messaging
    • Subtle vs. Overt Branding Techniques
    • Creating Memorable Taglines
  • Week 6: Visual Elements That Enhance Characters
    • Cinematography, Lighting, and Color Palettes
    • Set Design and Costumes
  • Week 7: Sound Design and Music
    • The Role of Music and Voiceovers in Reinforcing Character
    • Case Studies of Sound-Driven Campaigns
  • Week 8: Testing and Refining Your Commercial
    • Conducting Focus Groups and Consumer Testing
    • Iterating Based on Feedback

Key Activities

• Analyze iconic character-driven commercials and identify key elements of success.
• Create a detailed character profile for a fictional product or service.
• Write a 30-second script featuring a character arc.
• Develop a storyboard for your commercial, focusing on visual storytelling.
• Conduct a mock focus group to test your concept and gather feedback.
  

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Objective

Building on the foundational skills from Weeks 1-8, this segment dives deeper into character complexity and explores how to sustain audience interest over time. You’ll also learn how to expand your character’s influence beyond traditional TV commercials through innovative cross-media strategies.

What You Will Learn

• Week 9: Advanced Character Development
  • Adding Depth Through Flaws and Motivations
  • Creating Multi-Dimensional Characters
• Week 10: Multi-Layered Storytelling
  • Building Subplots Within a 30-Second Format
  • Using Symbolism and Metaphor
• Week 11: Cross-Media Campaigns
  • Extending Your Character Across Social Media Platforms
  • Creating Web Series and Short-Form Content
• Week 12: User-Generated Content and Interaction
  • Encouraging Audience Participation
  • Leveraging Challenges, Memes, and Viral Trends
• Week 13: Merchandising and Licensing
  • Turning Your Character Into a Marketable Asset
  • Case Studies of Successful Merchandising Campaigns
• Week 14: Collaborative Campaigns
  • Partnering with Influencers and Other Brands
  • Co-Creating Content with Audiences
• Week 15: Data-Driven Decision Making
  • Using Analytics to Measure Campaign Success
  • Adapting Based on Real-Time Feedback
• Week 16: Finalizing Your Cross-Media Strategy
  • Combining All Elements Into a Cohesive Plan
  • Presenting Your Cross-Media Campaign

Key Activities

• Revise your original character profile to include advanced traits like flaws and motivations.
• Write a second draft of your commercial script, incorporating subplots or symbolism.
• Create a mock social media campaign featuring your character.
• Develop a merchandising plan for your character (e.g., T-shirts, toys, apps).
• Present a full cross-media strategy for your character-driven campaign.
  

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Objective

In this final segment, you’ll gain a forward-looking perspective on the future of character-driven advertising. From cutting-edge technologies to evolving consumer preferences, you’ll learn how to adapt your skills to stay relevant in a rapidly changing industry. You’ll also refine your portfolio and prepare to showcase your work to potential employers or clients.

What You Will Learn

• Week 17: Industry Insights and Trends
  • Current Trends in Character-Driven Advertising
  • The Rise of AI-Generated Characters
• Week 18: Augmented Reality (AR) and Virtual Reality (VR)
  • Immersive Experiences Featuring Characters
  • Case Studies of AR/VR Campaigns
• Week 19: Pitching Your Ideas
  • Crafting Persuasive Pitches
  • Handling Client Feedback and Revisions
• Week 20: Building Your Professional Portfolio
  • Selecting Your Best Work
  • Organizing Your Portfolio for Maximum Impact
• Week 21: Networking and Personal Branding
  • Building Connections in the Advertising Industry
  • Promoting Yourself as a Creator
• Week 22: Legal and Ethical Considerations
  • Copyright and Trademark Issues
  • Ethical Advertising Practices
• Week 23: Final Project Development
  • Refining Your Full Campaign
  • Preparing for Final Presentations
• Week 24: Course Conclusion and Certificate Ceremony
  • Presenting Final Projects
  • Celebrating Achievements and Receiving Certificates

Key Activities

• Research and present on an emerging trend in character-driven advertising.
• Develop an AR/VR concept featuring your character.
• Practice pitching your campaign to peers or instructors.
• Build and submit your professional portfolio.
• Deliver a final presentation of your full campaign.