TelevisionAdvertisements

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Televisionadvertisements
Alsoknownastelevisioncommercials
Purpose

Tomotivatetheviewertotakeadesiredaction

Audience

Welldefinedsegmentsofconsumers

Media

Suppliedontapeordisk

Deliveredviatelevisionandwebsites
Copyright2012PearsonEducationInc.,Allrightsreserved.

Televisionadvertisements
Threekinds

Localorspotadvertising

Nationaladvertising

Syndicatedadvertising

Copyright2012PearsonEducationInc.,Allrightsreserved.

Televisionadvertisements
Keytosuccess

Stayonmessage;usesightandsoundtograbandholdattention

Format

Writtenscript

Twocolumnformat:sightsonleft,soundsonright

Large,easytoreadtype;dialogueisdoublespaced

Numberedandlabeledpages

Keywordsorphrasesnotbrokenbylinechanges

Parentheticalpronunciationsofunusualwords
Copyright2012PearsonEducationInc.,Allrightsreserved.

Televisionadvertisements
Format

Storyboard

Roughdrawingofeachcamerashot

Showsshotwidthsandcameraangles

Audioinformationwitheachdrawing

Oftenasacaption

Copyright2012PearsonEducationInc.,Allrightsreserved.

Televisionadvertisements
Contentandorganization

TVisntradiowithpictures.

Usethehitandrunwritingtechnique.

Foreachshot(cameraplacement)besuretospecify:

Shotlength

Shotwidth(wide,medium,closeup)

Twotoeightsecondsina30secondcommercial
Thesetermsarerelativeandflexible

Angle(onstoryboards)
Copyright2012PearsonEducationInc.,Allrightsreserved.

Televisionadvertisements
Contentandorganization

Thinksequence:aseriesofshotsthatconveysanactionina
singlesetting.

Establishingshot(usuallywide)

Changethelength,widthandangleofeachnewshot.

Avoidconsecutivewideshotsandconsecutivemediumshots.

Onecloseupcanfollowanother,especiallyifthevisualelement
changes.
Copyright2012PearsonEducationInc.,Allrightsreserved.

Televisionadvertisements
Tips

Completeastrategicmessageplannerbeforewritingyour
script!

Dontsacrificestrategytoentertainment.

ReviewthetipsinBroadcast/PodcastWritinginSection
I.

Testyourmessageonafocusgroupbeforecommittingto
expensiveproduction.
Copyright2012PearsonEducationInc.,Allrightsreserved.