It’s targeted at professionals who need a refresher and those wanting to break into the advertising industry.
By the end of the workshop, participants are expected to come up with an idea for a print or TV ad that incorporates their storytelling skills.
12 hours
Click on the selected date to apply now or download registration form to apply later.
Intake 01
22 Jul - 26 Aug 09
(Wed from 7pm - 9pm)
Intake 02
11 Nov - 16 Dec09
(Wed from 7pm - 9pm)
Download Form
S$700 (Inclusive of GST)
NUS Extension (#12-01 Park Mall)
Using Storytelling Techniques in Advertising 
Synopsis
Storytelling is a lost art, particularly in print and TV advertisements where snazzy photos and cool visuals have replaced substance with style.
This series of 6 two-hour workshops, using a multi-media approach and drawing examples from short stories, movies, print and TV ads, will impart the basic skills of crafting stories and how they can be used to produce more effective ads.
Course Outline
Principles of effective writing- Express, not impress
- Come to the point
- Use active voice
- Engage the five senses
- Write to target audience
- Don’t use clichés
- Don’t mix metaphors
- Appeal of stories
- 3-act structure of stories
- Setting
- Creating setting
- Archetypal plots
- Creating character
- Archetypal characters
- The use of stories in advertising
- How pictures tell a story
- Storyboard
- The use of sound
- Putting it together: storyboarding an ad
Creating a story I
Visual literacy I
Show and tell
