***ALL ANSWERS WILL BE WRITTEN IN OWN WORDS***

Go to YouTube and find a recent ad and share a link to the ad.

Once you found an ad, identify the following:

1. Identify the type of execution used. (See the list of executions of page 204-206, tip there is a quick list of bullets on page 204).
2. Did someone speak? If so who? (See page 207)
3. What worked well in this ad?
4. If you have to pick ONE thing to change or do differently what would you choose? There is ALWAYS room for improvement so please avoid stating, "nothing, it's perfect."
5. Design a print ad based on the commercial you shared. You may sketch this out and take a photo of it or design it in PowerPoint. For those designers in the class feel free to fire up your Photoshop or InDesign. Remember to include a heading and subhead. I'm looking for the print ad to coordinate with the commercial. You may drop the image into your paper.

204 CHAPTER 12 Under each ame appears the accompanying dialogue, sound effects, and music, or the audio portion of the commercial (or the portion of the script that corresponds to that scene).This is an exact reproduction of the script combined with the visual action.A storyboard is how the commercial Will be presented to the client and any other major production players.The script alone will be used almost exclusively by the talent, although members of the production team may also consult it. The storyboard lays out the action. Since you cannot realistically show every scene, choose just the most important ones: those that move the commercial forward and that show concept direction. Great artistic skills are not a prerequisite for the visual aspect of the storyboard; the message is more important. The actual television shoot is exhausting and stressful; two or three seconds of actual footage can take several hours to shoot. It is important to have a detailed script to keep the enormous number of people it takes to shoot one thirty-second spot on the same page. Copies of the script should be distributed to the talent, the director, the client, and the var ied production staff, to name just a few. If everybody is on the same page when shooting begins, the commercial will be much more likely to shoot on scheduleiand stay on budget. The cost of shooting and producing a television spot is huge. Television airtime needs to be bought, which is a major chunk of the budget; the spot must be designed, the script written, and the talent and production crew hired. If the plan is to go on location or use a celebrity or computergenerated images, the cost skyrockets even higher. A detailed story board is imperative. It must be very tight and very detailed; the schedule and budget can be signicantly affected if the storyboard is incomplete or requires changes of any kind once shooting begins.A good storyboard lets the entire production team know in advance Where they need to be and what needs to be done. How to Deliver the Message Before choosing an execution technique for a commercial, look to the strategy to help determine the best approach or combination of approaches needed to deliver the USP or big idea. Each appeal will be effective, no matter Whether an emotional or rational style is used. Commercial Tones and Execution Techniques Consider one or a combination of the following execution techniques to deliver the com mercial's tone ofvoice: ' Slice oflife ' Spokesperson - Testimonials - Demonstration - Torture tests ' Visual images . Metaphors TELEVISION ADVERTISING 207 or benet at a time. If the dual messages are mutually dependent, this technique is called piggybacking. If the budget allows, a sixtysecond spot offers more time to drive the key consumer benet home. Who Is Going to Talk the Talk and React to the Sounds We Hear? There are many sounds in a television commercial, whether spoken, created, or musically based. Let's take a short look at each one. Talent Talent refers to the individuals who will be seen on camera speaking the copy or dialogue; it also includes any off-screen announcers who will be heard delivering the copy. It is impor- tant that the talent visually and/ or verbally represent the product and target image. Voice-Over When an announcer is heard reading the dialogue but is not seen on camera, this is known as a voice-over. A voice-over can be used to deliver all the dialogue orjust the closing. This is often a good time to consider using a recognizable celebrity voice. Using a celebrity in a television commercial is less expensive when the celebrity is only heard and not seen. Announcer An announcer is both seen and heard on camera delivering the dialogueThis is a great way to associate, introduce, or use a character representative or spokesperson as the voice and face of the brand. Muslc Music is used to set a mood. Imagine a movie Without the soundtrack; we wouldn't know how to react or what to expect when the action nally takes place. Music can be used to replace words, represent an emotion, or assist in placing the viewer in the proper emotional state.Volume can also be used to set a mood. Music should be used in the same way talent and dialogue are used to tell the story. Sound Effects SFX replicate reality. Almost everyone can relate to the headache caused by the slamming ofa door, the tension associated with screaming babies, or the calming sound of the ocean. SFX should support the message, not get in the way of it. The Preparation of Television Scripts and Storyboards A script is laid out in three columns. Column 1 is used to label the frames, column 2 is for labeling instructions, and column 3 is for dialogue, music, SFX, and any special instructions. Be sure each label lines up with the corresponding information, Labels must be set in all caps; instructions should be enclosed in parentheses. All dialogue should be typed in caps and lowercase and enclosed in quotation marks. Be sure to doublespace the script, place half an inch to one inch ofspace between columns, and use oneinch margins on all four sides. 206 CHAPTER 12 ' Product in use. This technique shows the product in action while discussing the rele vant features and benets. ' New and innovative uses. This type of demonstration is great for reinvented products that have undergone a transformation from one use to another. Demonstrations must be based on proven results to be credible. If there have been any scientific results or government stamps of approval, or if the product is simply unique, con sider showing viewers, rather than telling them, about the product or results. Torture Tests If durability is an important product feature, rip it, tear it, and beat it to a pulp. Do not hesitate to show how the product performs under adverse conditions. Visual Images Images are windows to opening the viewer's imagination. If the strategy is to develop an image campaign for the product, consider using visuals to set the scene. What kinds of images, real or imagined, does the product bring to mind? Can some of these visual solu tions be combined or perhaps create new associations or ideas? Images should present the message both visually and verbally. Metaphors If the product can be compared to something not usually associated with it, like skunks to litter boxes, showing it can attract attention and prove a point more quickly than thirty seconds of copy. Creatlve Comparlsons Comparing the product to a great work ofart or a famous piece of music creates status and indicates quality. Vignette A vignette is a series of short stories that are tied together to highlight the product's key consumer benet.These stories may have a repeated character or feature a variety ofchar acters who routinely use the product to solve a problem. Expert Presenters An expert in a relevant eldgsuch as a scientist, engineer, or CEoilends credibility to product claimsA celebrity can also be used to represent status or class or just to dene the essence of cool by using or wearing the product. The Length of a Commercial Message Length depends on budget, but the most common television spot is thirty seconds. It is not uncommon for advertisers to purchase a thirtysecond spot and then break the commercial time in half, producing two related fteen-second commercials. This allows the adver- tised message to deliver two separate points in succession, building awareness one feature