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ACF702 - Television Commercial Production

Unit details

Year2018 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne)
Credit point(s):1
EFTSL value:0.125


Unit chair:

John Cumming


ACF700 or ACM712



Incompatible with:


Contact hours:

1 x 3 hour Seminar per week


The television commercial (TVC) is a significant screen industry activity that is used to promote products, services ideas and brand identities. TVC producers draw upon ideas and techniques from all genres of film and television making and often seek to turn social values and trends to the benefit of their corporate clients. The unit aims to provide students with experience of design and production in this short format, within the discipline of client briefs and tight schedules. The practical skills and knowledge gained should enhance student's capacity to critically analyse television advertising and better understand its social, political and cultural function. Students will gain experience in pitching ideas and sharing research through individual and/or team presentations.

Topics to be addressed in this unit include:

  • The TVC form and its sub-genres including social advocacy and community service announcements
  • The structure of the television advertising industry, its client base, professions and creative teams
  • Techniques of propaganda and persuasion in the short form
  • The design and creation of multi-layer messages and meaning in audio-visual media
  • Creating, and working creatively to, a tightly specified, research-based brief
  • Writing, producing and directing short format film and video to a budget and a time-line
  • The production process: development, pre-production, production, post production and delivery


Tests on prescribed reading 20%

Research essay on an aspect of television commercial production (1500 words plus reference list) 30%

Major team TVC project. Team presentation of a folio of three versions of a television commercial of 15, 30 and 60 seconds duration. Assessment includes scheduled presentation of a concept pitch, script, storyboard, rough-cut, fine-cut and final-cut, peer evaluation, individual performance of one key production role and one supporting production role 50%

Unit Fee Information

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