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.

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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
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Writing a TV commercial
Structure/approach

Straight pitch

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Writing a TV commercial
Structure/approach

Straight pitch
Celebrity pitch

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Writing a TV commercial
Structure/approach

Straight pitch
Celebrity pitch
Demonstration

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Writing a TV commercial
Structure/approach

Straight pitch
Celebrity pitch
Demonstration
Testimonials

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Writing a TV commercial
Structure/approach

Straight pitch
Celebrity pitch
Demonstration
Testimonials
Comparison

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Writing a TV commercial
Structure/approach

Straight pitch
Celebrity pitch
Demonstration
Testimonials
Comparison
MTV approach
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Writing a TV commercial
Structure/approach

Straight pitch
Celebrity pitch
Demonstration
Testimonials
Comparison
MTV approach
Problem - solution
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Writing a TV commercial
Structure/approach

Straight pitch
Celebrity pitch
Demonstration
Testimonials
Comparison
MTV approach
Problem - solution
Narrative usually humorous
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Tips to writing effective TV ads

Think visually

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Tips to writing effective TV ads

Think visually
Keep it simple

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Tips to writing effective TV ads

Think visually
Keep it simple
Make your first shot count

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Tips to writing effective TV ads

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

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Tips to writing effective TV ads

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

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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
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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
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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.
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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.
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