Presentation on theme: "TV Commercials. TV Compared to Print TV has strong impact, because more senses are engaged (with sound, image and motion). TV is primarily a medium for."— Presentation transcript:
TV Compared to Print TV has strong impact, because more senses are engaged (with sound, image and motion). TV is primarily a medium for pictures, not words (focus on visuals). The standard TV commercial is :30 seconds, so theres not as much space for detailed info. Even so, TV commercials follow the AIDA formula. More money is spent on print advertising than television advertising. However, TV production costs more, on average, than print.
Writing Guidelines Focus on visual story-telling with one main message. Target your audience. Some dramatic techniques include slice of life, narrator, humor, description, testimonial, endorsement, etc.) Use AIDA formula. Grab attention quickly and dramatically (or people will tune out) Use a variety of camera angels and scenes. Focus on benefit (preferably USP) Build desire (see copy motivators). Show the sizzle, not the steak (focus on benefits rather than features) Show product or service in action (and identify it early in the commercial) Show package, or logo for services/companies. Call to action (can be 800-number on screen, store location, web site address, etc.)
Formatting Guidelines for storyboard and script Use storyboard worksheets (6-12 frames) Under the frames, write camera directions and dialogue. For a refresher on camera technology, see www.julietdavis.com/cameratechnology.doc www.julietdavis.com/cameratechnology.doc Write a script (see formatting, pp. 221-224).