1. Comm2339electronicmedia.wordpress.com

2.  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.  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.  American Cancer Society Anti Smoking Campaigns:  http://www.youtube.com/watch?v=5zWB4dL YChM http://www.youtube.com/watch?v=5zWB4dL YChM Vote PSA: http://www.youtube.com/watch?v=ttuOGtet ZlY http://www.youtube.com/watch?v=ttuOGtet ZlY http://www.youtube.com/watch?v=fT9J2p6IC- E

5.  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’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.  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.  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.  Do an analyses of your target audience and appeal to their basic needs:  Play on their emotions, conscious or subconscious.

10.  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.  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.  http://news.cnet.com/8301-13506_3-57406372-17/siri- smacked-with-another-lawsuit-over-false- advertising/ http://news.cnet.com/8301-13506_3-57406372-17/siri- smacked-with-another-lawsuit-over-false- advertising/  http://www.youtube.com/watch?v=8HaEmu-qkD4

12.  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.  Remember to appeal to your audience.  Same elements of writing a commercial apply to PSA  Straight Sell  Testimonial  Music  Dramatization  Humor

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

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

16.  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.  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.  Start reading Chapter 5.  Lecture will be on writing for the Internet.