Early Morning Writing Day 25 ~ "Complete Copywriting Creation Manual" TV Commercials and Multimedia Copywriting

Reading book: "Complete Copywriting Creation Manual"

Reading content: Chapter 10

Reading topic: TV advertising and multimedia copywriting

1. What are the categories of TV advertisements?

Field demonstrations, testimonials from satisfied customers, one-person speakers, lifestyle, animation, advertising songs, mainly visual effects, humor, series characters, reasons for purchase, reasons for purchase.

2. How to write a persuasive TV commercial?

(1) Television is basically a medium that presents pictures rather than text. Your graphics must convey a sales message.

(2) Nonetheless, your voice still has to match the picture. Advertising copy must clearly explain the content of the image.

(3) The average audience’s attention to images and sounds is limited and can only last for 30 to 60 seconds. So, if your sales pitch requires a lot of vocabulary, keep the image simple.

(4) You should have the audience in mind - the men and women sitting in front of the television.

(5) The creative planning of advertising must comply with the established budget range.

(6) Make sure your advertising words can attract the audience from the beginning.

(7) If the product you are promoting can be purchased on supermarket shelves, you should show off your brand in your advertisement.

(8?) Use dynamic images.

(9) At the same time, don’t forget that in addition to pictures, TV also has sound.

(10) Use subtitles. That is, the title is pressed on the screen in white font.

(11) Repeat the product name and main selling points at least twice.

(12) Advertisements should not use the same old routines that make the audience feel bored. Your ads should feel fresh, easy for viewers to remember, and have a little something different about them.

(13) Don’t ignore the product.

(14) If you want the audience to call or write to order products or request further information, you should remind them at the beginning of the advertisement

(15) If you use celebrity endorsements (whether (via camera or recording), you should let the audience know the celebrity's identity through dubbing or subtitles.

(16) If it is a TV advertisement for a local retailer, you should indicate the store address and clear transportation information in the advertisement.

(17) Advertising lengths are basically divided into 10 seconds, 30 seconds, 60 seconds, and 120 seconds.

(18) A 60-second advertisement can contain up to 90 words.

(19) Due to limited time, an advertisement should focus on a single concept or selling point.

3. What is the script format of TV commercials?

The script format of TV commercials is very simple, with the camera (picture) on the left and the sound (spoken words and sound effects) on the right.

1. Testimonials from satisfied customers can strengthen the credibility of the benefits claimed in advertisements.

2. The best advertising songs will have a melodious and easy-to-remember tune that makes everyone hum and sing, thereby imprinting the advertising slogan in the minds of consumers.

3. Most copywriters still stick to on-site demonstrations, one-person lectures, testimonials from satisfied customers, and other "direct sales" models. The success rate of these types will be higher.

4. If you turn off the sound of the TV and can't see what the advertisement is selling, then the advertisement has failed.

5. A 60-second advertisement can contain up to 90 words. But many ads have far fewer words than this.

Today’s sharing: "Why Family Hurts People" Wu Zhihong

"Falling is a special choice. In fact, we unconsciously treat love as therapy. The purpose is Correcting our childhood mistakes manifests itself in the fact that most of the time our lovers are our chosen ideal parents.

Real parents make us more or less dissatisfied. We all have a model of ideal parents hidden in our hearts, which is the cornerstone of our choice of lovers. ”

What we lack in childhood, we will choose to use another emotion to make up for it when we grow up. In the past, we only had this feeling vaguely, but now it is more certain. This is how we use our parents’ emotions. It’s all about finding another person. That person either loves me as much as my parents, or does it better than my parents. We just have this kind of full and heavy expectation to find the other half in our hearts.

Moreover, this is understandable because we all want to be loved and we also want to make good use of our ability to love.

End