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©2003 Texas Trade and Industrial Education1 A/V Production Commercial Parody
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials2 Commercial Definition A radio or television announcement for which there is a charge to have it run on television or radio Purpose Cost
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials3 Formula Introduce a problem -a perceived need* Present a solution - the product Call to action (Buy! Buy! Buy!) If this isn't challenging enough, it all has to happen in 30 seconds.
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials4 Advertising Appeals-*Needs Security/Love of Family/Emotion Economy/Savings Testimonial Bandwagon Pride/Comparison Health Humor Adventure Sex appeal
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials5 Writing the Commercial Get information on the product. Select clear, appropriate, concise words. Gain attention. Establish a need (for the product.) Show how this product satisfies the need. Motivate the audience to act/purchase.
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials6 Parody Example Product Knit-co Nose Warmer old mitten or glove and cut off the thumb. Then attach a rubber band to it. Might want an instruction manual (i.e. take a phone book and make a fake cover for it.) Or a nice brochure instantly transforms your product into the Knit-Co Nose Warmer System and justifies the classic TV product price of "...just $19.95!”
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials7 Parody Example Problem convince your viewers that they need the product you are selling. You'll need to convince your viewers that their noses are cold. And when their noses are cold, they are miserable. Cold noses are red and unattractive.
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials8 Parody Example The Solution A voice-over can list the benefits the audience needs to see your product in action to believe it works. show the talent wearing the product when your star wears the nose warmer, she is much happier and her life is exciting. The viewer connects her happiness with the use of the product. If she is so happy, they might be too (if only they had a nose warmer).
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials9 Parody Example Showcase the Product arrange the product on a tabletop in an attractive setup. Group shots to show product variety Closeups of each individual Show the happy people who're using the product. Get your friends and family join the fun all wearing their own Nose Warmers and giving a big thumbs-up, of course!
©2003 Texas Trade and Industrial EducationMedia Technology: Commercials10 Parody Example Call to Action Motivate your audience to pick up the phone and buy the nose warmer. Usually comes in the form of a full screen graphic announcing a special (reduced) price and a phone number to call, "while supplies last!" Include the product name, the price and the fake phone number as big and bold as you can.
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