Acting in Commercials: A Guide to Auditioning and Performing on Camera (Paperback)

by Joan See (Author) "There have been a number of books written about commercials..." (more)
Key Phrases: spokesperson copy, spokes copy, character spokesperson, New York, Sanford Meisner, Screen Actors Guild (more...)

Editorial Reviews

Product Description
Professional actors covet opportunities to act in commercials because of the potentially high income and visibility. But commercials require an acting style that is specific to the medium. This updated volume explains how to adapt one's acting skills to the needs of brief and persuasive commercial scripts. 16 illustrations.

Product Details

• Paperback: 192 pages
• Publisher: Back Stage Books; 2nd edition (May 1, 1998)
• Language: English
• ISBN-10: 0823088022
• ISBN-13: 978-0823088027
• Product Dimensions: 8.9 x 6 x 0.5 inches
• Shipping Weight: 10.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #311,188 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

25 of 26 people found the following review helpful:

5.0 out of 5 stars A Graduate Course in Commercial Acting Excellence, March 26, 2000

By	Voiceguy (Los Angeles, CA) - See all my reviews

Joan See, a classically trained actor (Sanford Meisner, Wynn Handman), explodes numerous myths about acting in commercials, such as:

o Commercial acting is easy

o Commercial acting requires no craft or skill

o Commercial acting is selling

On the contrary, says See: the actor's job is not to sell. Actors "must bring little stories to life in a way that makes other people believe them. If you believe that your job is selling, you will feel that something other than acting is required. But don't forget what the advertisers hired you for - your acting skills. They want your ability to communicate ideas and feelings in such a way that their audience believes you." In other words, actors in commercials need to remain grounded in their foundation skills of acting.

The challenge for actors with a background in theater, says See, is that they don't understand the differing requirements of acting in front of a camera, and the challenge for all actors unfamiliar with the commercial genre is the need to turn in masterful performances in mere seconds in the somewhat bewildering formats and styles found in commercials. This book provides detailed help on both fronts.

The author begins by reviewing acting fundamentals that apply to the naturalistic stories actors are most often asked to bring to life in commercials, including the basic skills of relaxation, concentration, listening and responding, and physicalization. She then discusses the mechanics of acting before a camera, both in the audition and on the set, and lays out strategies for overcoming the most common traps in those settings.

Finally, in the meat of the book, See identifies the three most common forms that Madison Avenue tends to use in commercials -- slice-of-life, spokesperson, and MOS -- and the three most common styles in which those forms are expressed -- film-style, sitcom-style, and "Honeymooners" -- and lays out extensive strategies for practicing, auditioning, and performing in these forms and styles.

This is valuable information indeed: "Analyzing commercial scripts by pinpointing their form and style gives an actor the first chance to control the material. With this information, you suddenly have guidelines for your performance. You have something to work with. The directors and casting directors in the commercial advertising field know what results they want. They are not always skilled at helping actors obtain that result. Actors must be able to function as their own director and bring their performance into the audition with them."

This book provides an excellent set of tools for navigating these challenging but lucrative waters. It is full of practical information, example scripts, and helpful guidance, almost all of which is firmly rooted in classic acting. Practicing and using the techniques in this book, an actor should no longer be like a deer in the headlights at an audition or on the set. Highly recommended.

9 of 10 people found the following review helpful:

5.0 out of 5 stars Up-front, practical, informative, easy to grasp concepts, April 26, 1999

By A Customer

I have had the pleasure of reading several books for actors aspiring to make commercials a part of their livelihood. This is an easily understood exposition of the many facets of commercial work and the transition from stage acting to camera. Many superb examples of eye-opening scenarios give the book life and energy. Anyone aspiring to make commercials should give this book thorough study. Ms. See offers several other sources for self study in the pages toward the end and examples of commercial copy and the mind set to make a performance count.

5.0 out of 5 stars A great, practical guide dispelling lots of myths, May 20, 2009

By	P. LAMASTER (Florida, USA) - See all my reviews (REAL NAME)

Acting seems to have collected a whole world of myths about having to sacrifice for art and burden yourself with touchy-feely mysticism. Particularly for commercials, you frankly just don't have time for that - and Joan See's book shows you how to do what you need to do - to get a great performance in the instants you have before a commercial shoots. This book is a "must read" for anyone wanting to get into the world of commercials. Throw away your Mesiner and Hagen and your life angst and memorize this book.