1. 1 Commercials and Announcement Matakuliah:G0462 English for Broadcasting Tahun:2005 / 2006 Commercial or an Ad Public service announcement or PSA Promotional announcement or promo

2. 2 Purpose To persuade an audience in some fashion, either to buy a product or at least to tone to and stay tuned to a program.

3. 3 Five Preliminary Steps 1.Know the product of service. 2.Pick the central selling idea. 3.Choose the basic appeal. 4.Select the format 5.Start writing

4. 4 The Audience Segmented Preoccupied

5. 5 Three Major Ways Program Advertising Participation Advertising Barter Advertising

6. 6 Audio Tools Music Voices Sound Effects Electronic Audio

7. 7 Scripting A script: The manuscript form which contains all the auditory description and instructions as well as the content of the message.

8. 8 Persuasive Appeal Acquisition and Saving Adventure and Change Companionship and Affiliation Competition Creativity Curiosity Fear Guilt Health

9. 9 Scripting Timing Words and Sounds Terminology Production

10. 10 Structure Attracting Attention Unity Variety Pacing Climax

11. 11 Sequence Attracting Attention Motivating Action Organizing Strategies

12. 12 Devices Changing images Shocking statement Music Unusual setting Humor Drama

13. 13 Organizing Strategies Problem-Solution Situation-Telling a Story Spokespersons The Product-as-Star Comparisons Special Effects

14. 14 Voices in Ads Single-voice The Dialogue Announcement Infomercials

15. 15 Techniques Emotional approach Audience analysis Demographics Familiarization with product Organization of the commercial Writing styles

16. 16 Commercial Format The straight sell The testimonial Humor Music Dramatization Family and children