Transcript Judul - Binus Repository

Matakuliah
Tahun
:G0462 English for Broadcasting
:2005 / 2006
Commercials and Announcement
Commercial or an Ad
Public service announcement or PSA
Promotional announcement or promo
1
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.
2
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
3
The Audience
• Segmented
• Preoccupied
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Three Major Ways
• Program Advertising
• Participation Advertising
• Barter Advertising
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Audio Tools
• Music
• Voices
• Sound Effects
• Electronic Audio
6
Scripting
A script:
The manuscript form which contains all
the auditory description and instructions as
well as the content of the message.
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Persuasive Appeal
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Acquisition and Saving
Adventure and Change
Companionship and Affiliation
Competition
Creativity
Curiosity
Fear
Guilt
Health
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Scripting
• Timing
• Words and Sounds
• Terminology
• Production
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Structure
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Attracting Attention
Unity
Variety
Pacing
Climax
10
Sequence
• Attracting Attention
• Motivating Action
• Organizing Strategies
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Devices
• Changing images
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Shocking statement
Music
Unusual setting
Humor
Drama
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Organizing Strategies
• Problem-Solution
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Situation-Telling a Story
Spokespersons
The Product-as-Star
Comparisons
Special Effects
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Voices in Ads
• Single-voice
• The Dialogue Announcement
• Infomercials
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Techniques
• Emotional approach
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Audience analysis
Demographics
Familiarization with product
Organization of the commercial
Writing styles
15
Commercial Format
• The straight sell
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The testimonial
Humor
Music
Dramatization
Family and children
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