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Announcements

Announcements. 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.

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Announcements

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  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: • http://www.youtube.com/watch?v=5zWB4dLYChM Vote PSA: http://www.youtube.com/watch?v=ttuOGtetZlY http://www.youtube.com/watch?v=fT9J2p6IC-E

  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. • 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. 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 Wednesday • Study the lecture there will be a quiz. • Watch a commercial or a PSA. In a 1 to 2 page essay describe how they grabbed the audiences attention, how they held it, and what they are promoting? Did they use ethos, pathos, or logos? • We will delve into story boarding a bit.

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