Step 1:
Producing the PSA
in Rough Form

The three most commonly produced forms of rough messages are "animatics,'' "photomatics,'' and "rough live action." If line drawings are used, the rough PSA is called an "animatic"; if photographs are used, the rough PSA is called a "photomatic.'' A "rough live action" message is produced by filming or videotaping an actual run-through of the script-using simplified sets, live actors, easily accessible locations, or simulated backgrounds (e.g., rear screen projection of the set). In each case, the videotape includes an audio delivery of the script.







The storyboard serves as the blueprint for producing animatics, photomatics, or rough live action messages. When producing animatics or photomatics, the illustrations or photographs must be large enough and clear enough for videotaping. Each illustration or photograph should be at least 9" x 12" so that the camera can capture sufficient detail. Larger sizes also permit camera movement (e.g., moving left to right) within the frame to create a sense of motion or action.


If you produce a photomatic, using slides projected on a screen allows you to create whatever size scene you want.


The more the rough message approximates final production quality, the more likely the pretest results will predict audience response accurately -- the illustrations should be realistic, the characters should look like the characters you plan to use in the final spot, facial expressions should reflect the mood and tone of the script, and the settings should be sketched in detail. If photographs are used, the pictures of people and places should be clear and should resemble those to be used in the final. Pay attention to the setting, wardrobe, props, the camera angle, and perspective. Review the processed photographs and select the clearest ones for producing the rough message.




The video portion of an animatic or a photomatic is produced by videotaping each scene, frame by frame. Simulate motion by moving the camera in or out ("zooming"), left to right ("panning"), or up and down. Record the audio portion of the rough message and then edit to exactly the right length.


Finally, edit the videotape "to time" (30 or 60 seconds) using the soundtrack as a guide. The video and audio tracks are then "mixed" together to produce the rough message.


If you decide to videotape live action instead of pictures, use nonprofessional actors (e.g., friends or co-- workers) to enact the script in a setting that closely approximates that to be used in final production. The visuals and the sound should be recorded at the same time. To minimize the number of times the live action must be taped, the actors should rehearse and the production crew should be briefed. A detailed production plan (discussed below) will guide the crew.





How can I keep rough message production costs down?

Animatics, photomatics and rough live action PSAs can be produced with the help of a professional production company, your agency's audiovisual staff, a local television station or a local college or university. The professional production company will probably be the most expensive option. The latter three options can be less expensive. For example, a local television station may donate its services for producing your spot. Or, a television production instructor may assist you at no charge (except for the cost of the videotape) by making production of your rough message a student assignment.




There are several ways to help control the costs and the production quality of your rough PSA:


1. Create a detailed production plan that addresses the following questions:




2. Send your production plan in advance to the person who will be helping you, and have extra copies on hand at the production session.




3. Make sure your script and production plan for the rough message are complete and timed in advance.



4. Prerecord the audio track before the visuals are shot.



5. Make sure your illustrations, photographs, and/or slides are in the right order when you arrive for the production session.



6. Finally, remember that you are producing a rough message. Save "perfection" for final production!


Rough message production costs may be reduced further by using amateur talent, friends, or co-workers who can do a respectable job recording the PSA script. These same people may be used for photographs or in a rough live action spot. Shooting the visuals and recording the soundtrack on the same day also may save time and money. Finally, consider contacting a local radio station for recording the soundtrack-- the station may provide its facilities free of charge or at a lower rate than a recording studio.


Animatics may be less expensive and quicker to produce than photomatics, because they are composed of artists' renditions. While you may have to buy the artwork, you eliminate costs for talent (actors), location setting (i.e., obtaining clearance to rent or use property), props, and travel. However, drawings may not communicate the realities or subtleties of the visual portion of the message as well as photographs or rough live action. These drawbacks can be minimized by using a good illustrator and a good, clear soundtrack.


Photomatics may be more expensive than animatics, depending upon the cost of the photography. The availability of people who can represent the characters, the accessibility of an appropriate location, and the rate your photographer charges are the major factors that affect costs. These costs can be kept down by working with people who are readily available and by arranging all the details in advance. The major advantage of producing a photomatic over an animatic is that you can produce a more realistic and believable rendition of the final message. Compare the costs of an illustrator versus a photographer and factor in the logistics involved when deciding whether you should produce an animatic or a photomatic.


A rough live action message can be the least expensive way to produce your message in rough form, if:



We recommend that you videotape rather than film the rough message for pretesting because editing and processing are usually less expensive. Home or studio video equipment can be used to produce any of the three rough message forms.




What do I do once I've produced the rough message?

You need to locate a dramatic or nonhealth documentary videotape to serve as the program to be "reviewed" by respondents. You may find a suitable program through your library, free-loan service (ask your librarian) or you may tape a television program (try PBS for a program your respondents may not have seen). You'll also need to tape four nonhealth commercials from television.


The PSA pretesting program is interrupted about halfway through by a series of commercials. Insert two commercials, your test PSA, then two more commercials. Also edit your PSA onto the videotape about5 seconds after the end of the test program.




Summary-- Advantages and Disadvantage of Rough PSA Types



Rough PSA Type:

Animatic

Advantages

Disadvantages




Photomatic

Advantages

Disadvantages





Rough Live Action


Advantages



Disadvantages


Step 2:
Planning the Pretest

The purpose of the pretest is to determine what improvements, if any, should be made before final production. To guide you in preparing the pretest questionnaire and in analyzing the results, write a clear statement of your message's objectives, the target audience, and the main point or points your PSA is trying to get across. In addition, identify any special concerns you have about the PSA.






PSA producers often have certain concerns about target audience reactions to their messages. For example, technical words or phrases could be confusing. Or, the characters in the spot could be perceived as unbelievable or inappropriate. Or the music could be a problem.


Now is the time to consider each element in the message that may affect audience recall, comprehension, or other reactions, and to determine which of these concerns should be addressed in pretesting.





What are your specific objectives in testing this television PSA?

Fill out the pretest planning form for the PSA you will be testing. Consult this form as you develop your questionnaire.

Home | Next Page