Commercials & Announcements. Chapter 4
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1 Commercials & Announcements Chapter 4
2 HOW CONFUSING IS THE ENGLISH LANGUAGE
3 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.
4 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
5 VALLEY GIRLS (and guys) 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
6 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 Paid IDs and time announcements
7 COMMERCIALS Persuasion Play on emotions of people to buy things they don t need Pressure children to bug parents (fast food/cereal/toys) AIDA
8 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 Public TV?
9 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 JOE BOXER EXAMPLE
10 Styles (cont d) Keep it tasteful contemporary community standards Sex/violence/language (CALVIN KLINE / Lee Jeans) Avoid false claims / phony testimony - FTC Be direct and simple audience needs to believe what they hear Develop a unique & novel presentation (SLOGANS/JINGLES)
11 DO YOU KNOW IT? Be all that you can be! There s always room for The quicker picker upper The Heart Beat of America Like a Rock Tough enough to overstuff Bet you can t eat just one
12 Think you re smart? Just Do It Just for the fun of it Do the Dew The Silver Bullet Have it your way Up Yours umm - umm good
13 Can you remember? Where America Shops The Right Choice Don t leave home without it Lovin from the oven Double your pleasure Celebrate the moments of your life
14 LENGTH & Placement Standard Commercial Lengths :10 25 words :20 45 words :30 65 words : words : words Similar ads usually not placed around each other Job of the traffic dept. to see this doesn t happen
15 SUPERBOWL COMMERCIALS Let s take a look at a few Avg. $ 3.5 Million per :30 LAST YEAR - $ 3 MILLION 2012 Largest Super Bowl Audience Ever Million viewers Highest Rated COMMERCIALS
16 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
17 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 Examples begin on text pg. 92
18
19 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
20 Format Types 2.) Testimonial - Celebrity (prestige / power) Must be consistent w/ public image of personality Could also be everyperson approach average joe 3.) Humor - effective attention getter usually used in conjunction with dramatization (character relationships)
21 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
22 ASSIGNMENT #3 COMMERCIAL WRITING Review Assignment IN CLASS Project
23 GROUP PROJECT IN-CLASS LCCC COMMERCIAL Ethical Logical Emotional
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