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    Writing TV Commercials

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    Merp
    This document discusses key aspects of writing effective TV commercials. It covers determining the purpose and target audience, choosing rational or emotional persuasive appeals, and common structural approaches like straight pitches, demonstrations, and narratives. It provides tips for the writing process such as keeping it visual, simple, and using twists. Finally, it describes the two-column format used for commercial scripts and the purpose of storyboards in visualizing the ad concept.

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    © All Rights Reserved
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    Writing TV Commercials

    Uploaded by

    Merp
    334 views27 pages
    This document discusses key aspects of writing effective TV commercials. It covers determining the purpose and target audience, choosing rational or emotional persuasive appeals, and common structural approaches like straight pitches, demonstrations, and narratives. It provides tips for the writing process such as keeping it visual, simple, and using twists. Finally, it describes the two-column format used for commercial scripts and the purpose of storyboards in visualizing the ad concept.

    Original Description:

    tips for writing television commercials

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    This document discusses key aspects of writing effective TV commercials. It covers determining the purpose and target audience, choosing rational or emotional persuasive appeals, and common structural approaches like straight pitches, demonstrations, and narratives. It provides tips for the writing process such as keeping it visual, simple, and using twists. Finally, it describes the two-column format used for commercial scripts and the purpose of storyboards in visualizing the ad concept.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    334 views27 pages

    Writing TV Commercials

    Uploaded by

    Merp
    This document discusses key aspects of writing effective TV commercials. It covers determining the purpose and target audience, choosing rational or emotional persuasive appeals, and common structural approaches like straight pitches, demonstrations, and narratives. It provides tips for the writing process such as keeping it visual, simple, and using twists. Finally, it describes the two-column format used for commercial scripts and the purpose of storyboards in visualizing the ad concept.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 27
    At a glance
    Powered by AI
    The key takeaways are about different elements that go into writing TV commercials such as purpose, target audience, persuasive appeals, and different structures like straight pitch, celebrity pitch, demonstration, etc.

    Some different structures that can be used in TV commercials include straight pitch, celebrity pitch, demonstration, testimonials, comparison, MTV approach, problem-solution, and narrative.

    Some tips provided for writing effective TV ads include thinking visually, keeping it simple, making the first shot count, being bigger than life, showing rather than telling, not forgetting the soundtrack, and giving a twist at the end.

    TV commercials

    TV commercials

    Sound

    Spoken word (dialogue, narration, VO


    narration, interior monologue)
    Sfx
    Location/ambience
    music

    Image

    The sound/image relationship

    On/off sound
    Diegetic/extradiegetic sound

    Make the sound tell us something thats


    not apparent from the image!

    Writing a TV commercial

    Purpose

    Writing a TV commercial

    Purpose
    Target audience

    Writing a TV commercial

    Purpose
    Target audience
    Persuasive appeal

    Rational appeals
    Emotional appeals

    Writing a TV commercial

    Purpose
    Target audience
    Persuasive appeal

    Rational appeals

    Price, safety, warranty, performance, etc.

    Emotional appeals

    Writing a TV commercial

    Purpose
    Target audience
    Persuasive appeal

    Rational appeals

    Price, safety, warranty, performance, etc.

    Emotional appeals

    Sex appeal, fear, guilt, action/adventure, etc.


    8

    Writing a TV commercial

    Choosing the key benefit or most


    persuasive appeal.
    Advertising Objective

    Target audience and key benefit

    Positioning statement

    Slogan

    Writing a TV commercial

    Purpose
    Target audience
    Persuasive appeal

    Rational appeals
    Emotional appeals

    Structure/approach
    10

    Writing a TV commercial
    Structure/approach

    Straight pitch

    11

    Writing a TV commercial
    Structure/approach

    Straight pitch
    Celebrity pitch

    12

    Writing a TV commercial
    Structure/approach

    Straight pitch
    Celebrity pitch
    Demonstration

    13

    Writing a TV commercial
    Structure/approach

    Straight pitch
    Celebrity pitch
    Demonstration
    Testimonials

    14

    Writing a TV commercial
    Structure/approach

    Straight pitch
    Celebrity pitch
    Demonstration
    Testimonials
    Comparison

    15

    Writing a TV commercial
    Structure/approach

    Straight pitch
    Celebrity pitch
    Demonstration
    Testimonials
    Comparison
    MTV approach
    16

    Writing a TV commercial
    Structure/approach

    Straight pitch
    Celebrity pitch
    Demonstration
    Testimonials
    Comparison
    MTV approach
    Problem - solution
    17

    Writing a TV commercial
    Structure/approach

    Straight pitch
    Celebrity pitch
    Demonstration
    Testimonials
    Comparison
    MTV approach
    Problem - solution
    Narrative usually humorous
    18

    Tips to writing effective TV ads

    Think visually

    19

    Tips to writing effective TV ads

    Think visually
    Keep it simple

    20

    Tips to writing effective TV ads

    Think visually
    Keep it simple
    Make your first shot count

    21

    Tips to writing effective TV ads

    Think visually
    Keep it simple
    Make your first shot count
    Be bigger than life

    22

    Tips to writing effective TV ads

    Think visually
    Keep it simple
    Make your first shot count
    Be bigger than life
    Show dont tell

    23

    Tips to writing effective TV ads

    Think visually
    Keep it simple
    Make your first shot count
    Be bigger than life
    Show dont tell
    Dont forget the soundtrack
    24

    Tips to writing effective TV ads

    Think visually
    Keep it simple
    Make your first shot count
    Be bigger than life
    Show dont tell
    Dont forget the soundtrack
    Give us a twist at the end
    25

    TV commercials

    Format:

    Two-column format visuals on the left, audio


    on the right
    All visuals are capitalized and single-spaced.
    Audio is written as in radio ads except it
    takes up only the right half of the page.

    Dialogue/narration in lower case and doublespaced, all sound sources and music/sfx
    capitalized and single-spaced.
    26

    The storyboard

    A sketch of every shot that appears in the


    commercial.
    This is done so that the client can
    visualize what the ad will look like before
    it gets shot.
    Advertising agencies employ professional
    artists to work with the copywriters and
    come up with a storyboard.
    27

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