BRONXVILLE, N.Y. -- After middle school students at The Chapel School learned about video production, they began working on a project called "TechnoCommercial."
The eighth-graders learned about target audiences and how advertisers attract the attention of consumers. They analyzed commercials to identify selling, persuasion and production techniques used to attract and hold viewer attention.
“It is different now when I watch television, because I see the commercials in a whole new way,” said an enthused eighth-grader. “I know that they are trying to convince me to buy something and now look for the hidden messages.”
They were also able to determine the message and hidden message of the commercials. The students used Windows Live Movie maker to edit footage by deleting unwanted video clips, removing unwanted frames, adding transitions, applying visual effects, importing music, and inserting text or voice overlays.
The students formed production teams of three or four to invent and design a product or service. They also had to plan a commercial to capture the attention of consumers. They learned to create a storyboard to outline the action, character words, props, and camera position for each shot. They collaborated to record the commercials and operate the camera.
“We had to really think about what we wanted to say and the best way to market it to our audience,” said one eighth-grader. For their final project, each student demonstrated the video production skills they learned by individually creating a commercial to advertise their product. “It was a really fun project and everyone had such different commercials,” said another student.
“At The Chapel School, our goal is to help our middle school students to develop good academic habits and become caring and responsible people, so that they successfully bridge that crucial gap be-'tween' elementary and high school en route to becoming good citizen,” said Michael Schultz, assistant principal.
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