1. Announcements

2. Commercials: Guidelines
A commercial should be clearly on product/service/cause.
Must discipline yourself to focus on product.
You need skill, talent, and good work ethic.
Focus on product is first, next is the attention grabber, dramatization, etc.
Test your commercial: If you like a commercial, take out the product. If you still like it the commercial is not good.

3. The Announcement
Have same form and lengths of commercials (30 to 60 seconds)
Two Different Kind:
1. Promos: Promotes a station or personality.
2. PSA: Public Service Announcement.
- Does not sell product/service for money.

4. PSA (Public Service Announcement)
American Cancer Society Anti Smoking Campaigns:
Vote PSA:

5. In A PSA
The writer is responsible to create an artistic, attractive message that convinces or persuades or sells a cause.
In the case of a commercial you would need to do this as well to sell your product
When writing a PSA – must be flexible.

6. PSA costs? PSA’s can run anywhere from 30 to 60 seconds or longer.
Usually the longer the commercial the higher the cost to air it.
But PSA – exception to the rule.
Only aired when a station’s hasn’t sold all of its available time.

7. Promos: Consists usually of a Logo or Call
In Radio: Promos are ID by a radio’s station, and their location.
Given during a station break or every half hour on the hour.
Based on time and availability.
Used to transition into something.
Usually tied with an announcement or commercial.

8. “Rule of Thumb”
Lengths: Depending on a commercial’s length will determine more or less how many words should be spoken.
This of course depends.
10 Seconds = about 25 words
20 seconds = 45 words
30 Seconds = 65 words
45 seconds = 100 words
60 seconds = 125 words
90 seconds = 190 words

9. Before you write a commercial…
Do an analyses of your target audience and appeal to their basic needs:
Play on their emotions, conscious or subconscious.

10. Aristotle: Ethos, Pathos, Logos
Ethos: The art of persuasion through a “good person.”
Logos: The art of persuasion that is based on the facts.
Ex: Car commercials.
Pathos: Emotional Appeal.
Used often
Appeals to audience’s basic needs and wants. Appeals to feelings.
Ex: Minivan – Family, Space, luxury – but no mention of what a gas guzzler it may be.

11. Ethics:
Ignorance is NOT bliss. What you don’t know will and can hurt you.
Know about the company/client you are working for.
Do not dupe or con the viewer – this will result in a lawsuit for false claims or false advertising.

12. Other things to consider…
Know what is trademarked.
Do not use similar phrases or lyrics.
When using music from an artist you have to get permission.
In the market industry there is no such thing as “Fair use.”
Must get license to use the music.

13. When writing: Remember to appeal to your audience.
Same elements of writing a commercial apply to PSA
Straight Sell
Testimonial
Music
Dramatization
Humor

14. When writing… Be direct and simple Be grammatically correct.
Use action verbs.
Use concrete, specific words and ideas.
Repeat important points.
Engage the listener.

15. Check your writing
Read your copy out loud. If it sounds awkward then rewrite.
Should sound conversational.

16. Review: Commercial Guidelines
First: Get the audience’s attention – can be done through humor, drama, a startling statement, suspenseful conflict, etc.
Second: Hold its interest. One effective way is through dramatization, establishing conflict.
Third: Create impression that a problem exists and relate solution to product or service.

17. Review: Commercial Guidelines
Fourth: Plant idea that problem can be solved by using the product/service.
Fifth: Finish with strong emotional/logical and or ethical appeal to motivate the audience to take action on the product/service.

18. For Tuesday Study the lectures there will be a quiz.
Taking the script you have turn it into a radio script.

19. Samples of a radio script
Will be posted online.