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 Play on emotions  May be biased or misleading  Can be educational  Fun  Information

 In a short span of seconds you must establish ◦ The mood ◦ Make sure the message about your product or service gets across ◦ Sales point is made

 The straight sell  The testimonial  Humor  Music  Dramatization

 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.

 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.

 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.”

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 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. ◦

 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!”

 Meant to target younger audiences ◦ Uses pop, rock, electronic and dance music. ◦ Uses “hip” styles, flashy clothing to grab their attention. ◦

 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.

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

 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.

 This is the two column script we spoke about. ◦  Once you have your set up – there are three rules you should follow for local commercials. 1. Say it. 2.Explain it 3.Repeat 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.

 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.

 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.

 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.

 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.

 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.