Cover; Title; Copyright; Contents; Acknowledgments; Praise; Preface; What's on the Companion Website?; Introduction; The Purpose; The Premise of This Book; Objectives; Secondary Objectives; The Basic Idea of a Script; Meta-Writing; The Learning Task; Conclusion; PART 1 Defining the Problem; 1 Describing One Medium through Another; Writing Not To Be Read But To Be Made; Writing, Producing, and Directing; Moving from Being a Viewer to Being a Creator; The Producer and Director Cannot Read Your Mind; Instructions to the Production Crew; What Is the Role of a Scriptwriter? The "Script" Writer Is a New Kind of WriterWhat Is Visual Writing?; Meta-Writing; Where Do We Go from Here?; Differences Compared to Novels and Stage Plays; Writing with Dialogue; Writing without Dialogue; Conclusion; Exercises; 2 A Seven-Step Method for Developing a Creative Concept; Step 1: Define the Communication Problem; Ivy College: An Admissions Video; American Express: American Travel in Europe; PSA for Battered Women; Shell Gas International; Step 2: Define the Target Audience; Information Overload; Demographics; Age; Gender; Race and Ethnic Origin; Education; Income; Psychographics. EmotionAttitude; Step 3: Define the Objective; Step 4: Define the Strategy; Attention Span; Step 5: Define the Content; Step 6: Define the Appropriate Medium; Step 7: Create the Concept; Seven-Step Questionnaire; A Concept for an Antismoking PSA; Conclusion; Exercises; 3 Describing Sight and Sound; Describing Time and Place; Describing Action; Describing the Camera Frame or the Shot; Describing Camera Movement; Describing Graphics and Effects; Describing Transitions between Shots; Describing Sound; Voice Narration and Dialogue; Format for Radio; Finding a Format for the Page. Master Scene ScriptDual-Column Format; Storyboard; TV Studio Multi-Camera Script; News Anchor Script Format; Conclusion; Exercises; 4 The Stages of Script Development; Background Research and Investigation; Interviewing; Location Research; Brainstorming, and Freeing Your Imagination; Concept; A Concept for a PSA: Texting and Driving; Pitching; Treatment; A Treatment for a PSA: Texting While Driving; Shot, Scene, and Sequence; First-Draft Script; A First-Draft Script for a PSA: Texting While Driving; Revision; Final-Draft Script; A Final-Draft Script for a PSA: Texting While Driving. Shooting ScriptConclusion; Exercises; PART 2 Solving Communication Problems with Visual Media; 5 Ads and PSAs: Copywriting for Visual Media; Copywriting versus Scriptwriting; Client Needs and Priorities; The 15-, 20-, and 30-Second Miniscripts; Visual Writing; Devices to Capture Audience Attention; More on Ads and PSAs; Humor; Animation; Shock; Suspense; Drama; Children; Serial Storytelling; Testimonial; Special Effects; Sexual Innuendo; Recruiting the Audience as a Character; Engaging the Audience as Visual Thinker; Patterns That Engage the Visual Cortex; Writing for Audio.

This updated edition of Writing for Visual Media will enable you to understand the nature of visual writing that lies behind the content of all visual media. This unique kind of writing must communicate to audiences through content producers, since audiences don't read the script. Most media content provides a solution to a communication problem, which the writer must learn to analyze and solve before writing the script. The new edition strengthens the method for creating content and writing in the correct language and established format for each visual medium, including commer.