• We must polish the Polish furniture.
• He could lead if he would get the lead out.
• The dump was so full they had to refuse the refuse.
• The soldier decided to desert in the desert.
• This was a good time to present the present.
• A bass was painted on the head of the bass drum.
• When shot at, the dove dove into the bushes.
• I did not object to the object
• The insurance was invalid for the invalid.
• The bandage was wound around the wound.
• They were too close to the door to close it.
• The buck does funny things when the does are present.
• They sent a sewer down to stitch a tear in the sewer line.
• To help his planting the farmer taught his sow to sow.
• The wind was too strong to wind the sail.
• After a number of injections, my jaw got number.
• Upon seeing a tear in my shirt, I shed a tear.
• I had to subject the subject to a series of tests.
• As a musician I live to do a live show
Kuzzints
Pellow
Buh-uns
Kopple-too-tree
Hayna
Wok
Tock
Plimmit
Turdy-ate
Nanny Coke
lannick city
melk
Tot
Rude aidy
Atha Leets
Wadder
Hoddog
Arthur idis
VALLEY GIRLS (and guys)
ANNOUNCEMENT
• Any short non-entertainment, non-news presentation
• Needs to convince and sell –just like a commercial – PROMO – (promote station) – PSA – (non profits) – ID – call letters, (frequency optional) city of
license
COMMERCIALS
• Persuasion – Play on emotions of people to buy things they
don’t need – Pressure children to bug parents (fast food/
cereal/toys)
• AIDA
IMPACT !!!
• COMMERCIALS constitute principal financial base of US broadcasting
• Where do we see commercials in today’s media ?
• TV / Radio • Cable / pay per view • Videos / Movies / Internet • Public TV?
STYLES
• Know your product (observe it / use it) • Know your audience (Demographics / Psychographics) • Capitalize on visual & aural elements to
draw viewers attention • Make it exciting by presenting it as such
Styles (cont’d)
• Keep it tasteful - (sex/violence/language) • Avoid false claims / phony testimony - FTC • Be direct and simple • Audience needs to believe what they hear • Develop a unique & novel presentation (SLOGANS/JINGLES)
What’s in a Tagline?
• I’m Lovin’ It • Save Money. Live Better. • Innovation • Live in your world. Play in ours. • Eat Fresh • Keeps going and going and going.
More Taglines
• Just Do It • Think Different • The Happiest Place on Earth • Where Dreams Come True • A Diamond is Forever • Have It Your Way • Drink it to Believe It.
Can you remember?
• Let Your Fingers do the Walking • Umm-Umm Good • Where’s the Beef? • Good to the Last Drop • We love baseball, hot dogs, apple pie and ________________
LENGTH & Placement
• Standard Commercial Lengths – :10 – 25 words – :20 – 45 words – :30 – 65 words – :45 –100 words – :60 –125 words
• Similar ads usually not placed around each other • Job of the traffic dept. to see this doesn’t happen
SUPERBOWL COMMERCIALS
Cost: $4.5 million Jan 31, 2015 • A 30-second advertisement during this
year's game costs a cool $4.5 million. • That's an average of $150,000 per second. • Commercials in the first Super Bowl in
1967 cost $42,000. So for the price of one second worth of air time now, you could have purchased three full slots then.
THREE KEY ELEMENTS OF PERSUASION
• ETHICAL – Well respected person tells you – you believe it (Testimonial)
• LOGICAL – Facts. Product or service fills a practical need
Quality / construction / durability
• EMOTIONAL – Appeals to feelings rather than reason - Basic needs and wants
STORYBOARD
Commercial begins with copy & visual description The storyboard shows what script describes Sequence of picture action Optical effects Camera angles Distance and settings Under each drawing is caption w/ dialog/music/sfx
5 Major Format Types
• 1.) Straight Sell – clear, simple statement about product or service
Writing should stress something special about product or service
What makes it different / better than the competition
Format Types
• 2.) Testimonial - Celebrity (prestige / power) Must be consistent w/ public image of personality Could also be “every person approach” – “average Joe” someone you can relate to
• 3.) Humor - effective attention getter usually used in conjunction with dramatization
(character relationships)
FORMAT Types • 4.) Musical Commercials – Jingles
• 5.) Dramatization – short play -Exposition / conflict / rising action / climax / resolution
- Sequence gets attention, creates suspense & solves problem
• COMBINATIONS OF ALL OF THE ABOVE ALSO POSSIBLE
Top Related