Chapter 4

•  Commercials & Announcements

HOW CONFUSING IS THE

ENGLISH LANGUAGE

• We must polish the Polish furniture.

• He could lead if he would get the lead out.

• The dump was so full they had to refuse the refuse.

• The soldier decided to desert in the desert.

• This was a good time to present the present.

• A bass was painted on the head of the bass drum.

• When shot at, the dove dove into the bushes.

• I did not object to the object

• The insurance was invalid for the invalid.

• The bandage was wound around the wound.

• They were too close to the door to close it.

• The buck does funny things when the does are present.

• They sent a sewer down to stitch a tear in the sewer line.

• To help his planting the farmer taught his sow to sow.

• The wind was too strong to wind the sail.

• After a number of injections, my jaw got number.

• Upon seeing a tear in my shirt, I shed a tear.

• I had to subject the subject to a series of tests.

• As a musician I live to do a live show

Kuzzints

Pellow

Buh-uns

Kopple-too-tree

Hayna

Wok

Tock

Plimmit

Turdy-ate

Nanny Coke

lannick city

melk

Tot

Rude aidy

Atha Leets

Wadder

Hoddog

Arthur idis

VALLEY GIRLS (and guys)

ANNOUNCEMENT

•  Any short non-entertainment, non-news presentation

•  Needs to convince and sell –just like a commercial – PROMO – (promote station) – PSA – (non profits) –  ID – call letters, (frequency optional) city of

license

COMMERCIALS

•  Persuasion – Play on emotions of people to buy things they

don’t need – Pressure children to bug parents (fast food/

cereal/toys)

• AIDA

IMPACT !!!

•  COMMERCIALS constitute principal financial base of US broadcasting

•  Where do we see commercials in today’s media ?

•  TV / Radio •  Cable / pay per view •  Videos / Movies / Internet •  Public TV?

STYLES

•  Know your product (observe it / use it) •  Know your audience (Demographics / Psychographics) •  Capitalize on visual & aural elements to

draw viewers attention •  Make it exciting by presenting it as such

Styles (cont’d)

•  Keep it tasteful - (sex/violence/language) •  Avoid false claims / phony testimony - FTC •  Be direct and simple •  Audience needs to believe what they hear •  Develop a unique & novel presentation (SLOGANS/JINGLES)

What’s in a Tagline?

•  I’m Lovin’ It •  Save Money. Live Better. •  Innovation •  Live in your world. Play in ours. •  Eat Fresh •  Keeps going and going and going.

More Taglines

•  Just Do It •  Think Different •  The Happiest Place on Earth •  Where Dreams Come True •  A Diamond is Forever •  Have It Your Way •  Drink it to Believe It.

Can you remember?

•  Let Your Fingers do the Walking •  Umm-Umm Good •  Where’s the Beef? •  Good to the Last Drop •  We love baseball, hot dogs, apple pie and ________________

LENGTH & Placement

•  Standard Commercial Lengths –  :10 – 25 words –  :20 – 45 words –  :30 – 65 words –  :45 –100 words –  :60 –125 words

•  Similar ads usually not placed around each other •  Job of the traffic dept. to see this doesn’t happen

SUPERBOWL COMMERCIALS

Cost: $4.5 million Jan 31, 2015 •  A 30-second advertisement during this

year's game costs a cool $4.5 million. •  That's an average of $150,000 per second. •  Commercials in the first Super Bowl in

1967 cost $42,000. So for the price of one second worth of air time now, you could have purchased three full slots then.

THREE KEY ELEMENTS OF PERSUASION

•  ETHICAL – Well respected person tells you – you believe it (Testimonial)

•  LOGICAL – Facts. Product or service fills a practical need

Quality / construction / durability

•  EMOTIONAL – Appeals to feelings rather than reason - Basic needs and wants

STORYBOARD

Commercial begins with copy & visual description The storyboard shows what script describes Sequence of picture action Optical effects Camera angles Distance and settings Under each drawing is caption w/ dialog/music/sfx

5 Major Format Types

•  1.) Straight Sell – clear, simple statement about product or service

Writing should stress something special about product or service

What makes it different / better than the competition

Format Types

•  2.) Testimonial - Celebrity (prestige / power) Must be consistent w/ public image of personality Could also be “every person approach” – “average Joe” someone you can relate to

•  3.) Humor - effective attention getter usually used in conjunction with dramatization

(character relationships)

FORMAT Types •  4.) Musical Commercials – Jingles

•  5.) Dramatization – short play -Exposition / conflict / rising action / climax / resolution

- Sequence gets attention, creates suspense & solves problem

•  COMBINATIONS OF ALL OF THE ABOVE ALSO POSSIBLE

GROUP PROJECT •  IN-CLASS

•  LCCC COMMERCIAL – Ethical – Logical – Emotional