Important Terms for TVC and Radio


Video Direction

Close-up

ECU (Extreme Close-Up) show the very close shot of the person's feature/product

CU (Close-Up) When used to describe a shot of a person, a camera would reveal head and shoulders. When describe a product, the camera would frame the item so that the blank area around it is visible.

Tight MCU (Tight Medium Close-Up) When used to describe a shot of a person, a camera would reveal the individual from head to chest. When describe a product, the camera would frame the item, as well as additional accessories.

MCU (Medium Close-Up) When used to describe a shot of a person, a camera would reveal the individual from head to waist. When describe a product, the camera would frame the item, as well as the foreground, background, and accessories on the side of the screen.

Loose MCU When used to describe a shot of a person, a camera would frame the individual from head to hips or slightly below 3/4 length of the jacket. This shot is not used on inanimate objects.

Long Shot

MLS (Medium Long Shot) eg. Shot of the person from head to knees with/w.out the product,

The shot should not be used on the inanimate product alone

LS (Long Shot) a shot of a person from head to toes

The shot cannot be used on the inanimate product alone. (See cover)

ELS (Extreme Long Shot) the shot of the person from head to toes with plenty of foreground and headroom showing the picture

Cover The shot that is usually use only on large inanimate objects. The camera frames the items or display so that all the portions of it are visible.

Voice

MAnn. = Male Announcer (MAnn.1, MAnn.2, MAnn.3, . . . if more than one MAnn.)

FAnn. = Female Announcer (FAnn.1, FAnn.2, FAnn.3, . . . if more than one FAnn.)

MPerf. = Male Performer (MPerf.1, MPerf.2, MPerf.3, . . . if more than one MPerf.)

FPerf. = Female Performer (FPerf.1, FPerf.2, FPerf.3, . . . if more than one FPerf.)

MVO. = Male Voice Over

FVO. = Female Voice Over

SFX. = Sound Effect

MBG. = Music Background

(…) = description of the sound or memo to Announcer. For example: (twice), (sad), (angry)

[…] = description of the editing or memo to Sound Editor. For example: [fade up / fade down], [decrease speed], …

___ (underline) = stress


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© 2018 by Department of Advertising,
Albert Laurence School of Communication Arts, 
Assumption University

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