TV Commercials

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TV Commercials
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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,
  sotheres not as much space for detailed info.
• Even so, TV commercials follow the AIDA formula.
• More money is spent on print advertising
  thantelevision advertising.
• However, TV production costs more, on average,
  than print.

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SampleStoryboard(more)
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(No Transcript)
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StudentStoryboard
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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.)

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Formatting Guidelinesfor storyboard and script

• Use storyboard worksheets (6-12 frames)
• Under the frames, write camera directions and
  dialogue.For a refresher on camera technology,
  seewww.julietdavis.com/cameratechnology.doc
• Write a script (see formatting, pp. 221-224).

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Questions?Introduce assignment.