| [BACK]
With rare exception, screenplay writers have only a single narrative option: telling a story through dramatic action. There may be an occasional minute or two of off-camera narration in which a character comments on the story-but the mother lode of motion picture storytelling revolves around characters in conflict.
The corporate or educational media writer, by contrast, has a range of narrative options-each suited to specific types of material. Let's explore them, beginning with the most rudimentary: the talking head.
Talking Head: This is nothing more than an executive or narrator addressing the camera. The talking head has a poor reputation in the corporate media world, primarily due to overuse. (Much like a popular dog breed soon seems to develop character flaws from over breeding.) There are times, however, when it's important to hear directly from the Chairman of the Board, President of the University, or Vice President for Sales. When the top person endorses a plan of action, it gains additional credibility. But keep these messages brief: one to two minutes running time. Corporate video is still a motion medium-just like broadcast TV.
Talking Head with Props: Think Emeril flinging spices in his kitchen. This format is particularly well suited to visual demonstrations and is a staple of "how to" programming-from "This Old House" to the Food Network. It's especially effective when you can use the subject matter expert on-camera demonstrating a task while providing running commentary.
Interviews: Often, the most credible material comes from interviews. People responding candidly to questions reveal much not only by the words they choose, but also through body language and facial expression. You can use this format with an on-camera interviewer (the Barbara Walters format) or with an off-camera interviewer. In the off-camera form, questions are edited out, and sound bites selected from the subject's responses.
Voice-Over Narration: This is the classic picture/sound combination. It has a long tradition-going back to the early film documentary era. Remember to adopt a speaking tone of voice when scripting off screen narration-short, declarative sentences. No needless words. And don't describe what the viewer can discover simply by watching the picture. The technique also works well for on-screen graphics and animation.
Dramatization: Yes, there's also room in the corporate and organizational communication world to exercise your dramatic writing muscles. Characters in conflict are ideal for topics involving human interaction: sales training, employment interviewing, supervising employees. When scripting positive or negative role models, keep dialogue conversational. The trick to successfully writing this genre is to include the teaching points while creating believable situations and characters. Also, this technique generally requires professional talent to execute the script believably.
Mixing Narrative Techniques: They say you can't mix apples and oranges, but a friend of mine is fond of saying: "of course you can. It's called a Waldorf salad." Many times, especially in longer programs, you'll want to mix narrative techniques, combining dramatization with off-camera narration. Or a Talking Head with Props interspersed with interviews from other experts.
Whether writing a linear video or creating an interactive multimedia presentation, these narrative tools will serve you well. Match the technique to the subject matter and available talent.
|
