Television
To begin…start at the finish.
Concentrate on the final impression
Have this clearly in mind before you start to write your script:
What to you want people to see?
What to you want people to feel?
What to you want people to think?
What to you want people to learn?
What to you want people to do?
Remember—people aren’t paying much attention.
You must be clear, visual, strong, simple.
TV Structure
1. The beginning or opening section.
• Provide the viewer with info about what is going on. Context.
• Be interesting but not confusing
• Examples–establish the scene or the musical "hook", introduce characters or dramatize the problem.
• Be quick and clear
2. The Middle
• Provide support or reasons, rational or emotional for buy in.
• Use convincing "Reason why" copy
• Use strong visuals
• Use dramatic demos
• Good audio
• Be clear, interesting, and quick.
• Be motivating, meaningful
3. The End
• Reward the viewer with a well-turned phrase, a memorable musical theme, a warm fuzzy feeling, or a boffo punch line.
• Make it memorable, inspire action, suggest action
Types of TV Commercials
Slice of life
Touching dramas of Hallmark, McDonald’s
Opening establishes situation, scene and characters.
Middle builds, may be problem/solution, or happy vignettes.
End is payoff, why we should buy in.
The Talking Person
The testimonial–real people telling the story or making the pitch. Snapple
Celebrities, distinctive characters. Sports stars
The Demo
Side-by-side comparison
Before and after
Product performance
In-use–show how it is used
New Use– show how it could be used
Test results, Sales figures, etc.
Show it, don’t just say it
The Visual
Visual gags, logos
Visualize the problem, product or emotion
Use visual metaphors
Use color
Graphic Collage
Track Driven video
Logos, graphics, existing footage, photos, ads, newspapers, textures, etc.
Combinations & Variations
Slice to start, demo in the middle, Slice to end.
Talking persons emerge in Slice