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1. Announcements Comm2339electronicmedia.wordpress.com Contact Info: 323-379-3034 Email: ahinoj34@epcc.edu or axela7@gmail.com

2. Commercials • Play on emotions • May be biased or misleading • Can be educational • Fun • Information

3. Attention Grabber • In a short span of 20- 60 seconds you must establish • The mood • Make sure the message about your product or service gets across • Sales point is made

4. Different ways to grab the Audience • The straight sell • The testimonial • Humor • Music • Dramatization

5. The Straight Sell • Clear and simple statement about the product or service • In doing so – don’t hit audience over the head and don’t annoy them. • You need to stress something unique or great about the product that makes it better than the competition. • Can have emotional or logical appeals.

6. The Testimonial • Celebrity Endorsements: This touches on the emotional appeal of the consumer. • Product may make them think they will be more like Justin Bieber, successful like Brad Pitt, or beautiful like Beyonce Knowles. • For it to work the product must coincide with the celebrity’s personality or how their public image. • This is done through setting, action and dialogue of the script. • The key is – the audience must really believe the celebrity’s endorsement.

7. Testimonial continued • The average person testifies: This may make a product more relatable to the audience. • You have a common problem (finances, dirty sink, family problems, etc.) and then the product introduces a common solution. • The audience needs to be willing to accept that this “solution” (i.e. the Product) will in fact be the Answer. • Likely to occur because the existence of a common experience or problem is likely to lead to the acceptance of a “solution.”

8. Harley Davidson testimonial • http://www.youtube.com/watch?feature=fvwp&NR=1&v=-sIjr4MzFus

9. Humor: • One of the most effective ways of capturing audience’s attention. • Needs to reflect the humorous trends of the generation you are trying to reach. • Today – mostly parody or satire. • This can also be used with dramatization and tied with a storyline. • http://www.youtube.com/watch?v=Us0a93bPPDQ

10. Music • Ties a product to a song or jingle that the audience will remember • McDonald’s • Coca-Cola • First you need to have a theme for the music. • Second comes the sales message. • “The best part of waking up – is Folger’s in your cup!”

11. Music Videos – Growing Trend • Meant to target younger audiences • Uses pop, rock, electronic and dance music. • Uses “hip” styles, flashy clothing to grab their attention. • http://www.youtube.com/watch?v=4zJWA3Vo6TU

12. The Dramatization • Uses the same elements as a short play: 30 to 60 seconds • 1. Reflects the basic steps: • Persuasion • Conflict • Rising Action • Resolution • Gets audiences attention and creates suspense.

13. A quick glance at local TV

14. Local commercials • When you first start you will more than likely be working for local companies. • Stores • Banks • Car dealerships • Local nonprofits • Etc.

15. When writing for a local spot • They usually last about 30 seconds. • Run in real time. • Is featured on local stations more than once. However, don’t rely on repetition of the commercial to get your message across. • Can’t waste time on clever visuals or dialogue. • Just get the point across.

16. The typical TV script • This is the two column script we spoke about. • http://www.procopytips.com/tv-commercial-script • Once you have your set up – there are three rules you should follow for local commercials. 1. Say it. • Explain it • Repeat it.

17. Say It • You only have 30 seconds to get your message across so don’t waste time. • You can’t build a mood or be clever. • Come right out and say what this is about: • “This weekend only come into Kohl’s and save 50 percent off all clearance items!” • Think of the first sentence as a headline in a print ad. It’s supposed to get the viewer’s attention. • Next – In your video show the merchandise you’re referring to.

18. Explain it. • Explain additional details about the merchandise, the sale or the product. • If the lead sentence is to save 50 percent off all clearance items, show the items and then explain what brand names this may also apply to.

19. Repeat it. • Attention spans of the viewer are very very short. So they will forget. • Or they will come into your commercial late. • So again to wrap up the commercial state what the commercial is about: • “Save 50 percent off clearance items, this weekend only at Kohl’s!” • Or you can also show by superimposing 50 percent off.

20. Tip for local commercials. • Make sure you know what your client wants. • Don’t try to get to creative – you may move away from the product. • Remember you have to make money to pay the bills.

21. Why do we need commercials? • Need a job • Commercial spots help pay for broadcasting at local and national stations. • Exception is Public Broadcasting: In which the public funds the station through donations. It is also funded through government grants. • In some cases a show or newscast may plug a product or include it and make it visible.

22. Commercial Free • Cable seemed like the way to go – For example in the early days of MTV – it was simply videos. • Only place you can get commercial free shows is via Pay Per View. • Satellite Radio • And at one point it was the Internet but that is changing.