4
Analyzing Commercials
From a Musical Viewpoint
The first step in the process of developing a musical approach to a com-
mercial is to analyze the storyboard. The storyboard outlines the commer-
cial frame by frame through the use of drawings, dialogue, and camera
instructions. All pertinent information, which includes the product name,
title, and length of the commercial, is notated.
Sometimes, it is problematic to envision live action when viewing a
storyboard because it is difficult to show movement in sketches or still
photos. Ask the creatives to explain each frame from both a visual and a
psychological perspective.
A storyboard helps the creative team and business team visualize the
‘‘look’’ of the final film. As previously discussed, storyboards are usually
tested in focus groups, after which revisions are normally made. The final
storyboard becomes the shooting guide for the director. (In some
instances, the composer is presented with the final film. This is infrequent
because the music is usually a part of the initial creative process. A com-
poser is normally involved before the storyboard is presented to the
client.)
The most difficult aspect of analyzing a storyboard is the ability to
understand the essence of the commercial. Since the dialogue has not been
recorded and the pictures are merely sketches, it is sometimes difficult to
understand the intention of the writer, which affects the impact of the
music. It is advisable to ask the writer to read and record the dialogue and
announcer’s copy prior to composing the music. Make certain the desig-
nated timing (e.g., 15 seconds or 30 seconds) is not exceeded. If the copy
does not fit in the proper time frame, suggest that it be revised before
approaching the composition. It will be impossible to structure the music
properly without accurate timings. To help achieve the proper mood, lis-
ten to the dialogue while composing.
Sometimes, it is not possible to have the copy recorded. In that case, it
is essential that every aspect of the writer’s intention be clearly explained
to the composer. Since the commercial has not yet been filmed, the com-
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