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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 pictures, not words (focus on visuals). The standard TV commercial is :30 seconds, so there’s not as much space for detailed info.
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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, sothere’s 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.
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 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).