Radio / TV scripting 2

Course Expectations and Deadlines

  • Apology issued for oversight on storyboard assignment.

  • Storyboard due date conjoined with other materials.

  • Breakdown of components expected for submission:

    • Script for radio commercials.

    • Script for TV commercials.

    • Visual storyboard for TV commercials (no storyboard needed for radio).

    • Brief synopsis describing target audience for the campaign.

    • Overview of previous advertising efforts and competitive landscape.

Research Expectations

  • Light research required for campaign projects, utilizing personal familiarity with the product.

  • Consideration of competition encouraged:

    • Reflect on what competitors have done in terms of advertising.

    • For lesser-known companies (e.g., local shops, small businesses), state if minimal to no advertising exists.

    • Make a case for potential advertising benefits based on the absence of existing campaigns.

  • Encourage critical engagement with the project beyond a simple checklist.

Submission Instructions

  • Each component should be saved and submitted separately:

    • Radio TV scripts submitted in the standard location on D2L.

    • Storyboard submissions under “assign assessments.”

  • Formats for storyboard may vary between JPEGs or Word documents.

  • Be mindful of correct submission formats to avoid issues with grading platforms like Ternium and D2L.

Storyboard Development

  • Reiteration of previous storyboard discussion.

  • Importance of various elements related to advertising:

    • No requirement for budgeting, but practicality in selections is vital (e.g., song choices).

    • Typical storyboard frames:

    • Six to eight frames for standard spots.

    • Twelve to fifteen frames for extended sixty-second spots.

  • Purpose of storyboarding:

    • Quick sketched visuals represent key scenes, rather than detailed artworks.

    • Examples of storyboard blocks include:

    • Close-up shots to highlight product features.

    • Character interactions relevant to those features (e.g., breakfast table for food products).

    • Encourage creativity in portraying unique settings conducive to showcasing product benefits.

Visual Elements of Storyboard

  • Guidelines for the storyboard:

    • Use visuals to represent the commercial’s narrative flow.

    • Consider complementary audio cues (e.g., music played under specific scenes) that add context.

    • Focus on summarizing actions; avoid excessive text or script detail.

Engagement Tactics in Commercials

  • Reminder of various tactics for effective advertising:

    • Straight Sell: Direct, factual approach, example being Walmart's pricing messages.

    • Testimonial Appeals:

    • Celebrities for high prestige or relatable everyday characters to foster credibility.

    • Humor: Effective if executed correctly; can draw attention but risks misalignment with audience expectations.

    • Jingles and Music: Use recognizable tunes or catchy jingles to enhance memorability and interest.

    • Short Skits: Incorporate sketches or playful formats to engage and communicate the message.

Timing and Script Considerations

  • Stress on timing commercials:

    • Strict attention required to ensure content fits the designated time slots (30 or 60 seconds).

    • Importance of practicing script delivery to gauge actual spoken timing.

  • Ensure balance between visual storytelling and audio elements:

    • Avoid discrepancies between what is visually displayed and the dialogue.

    • Centralize on a single main idea to maintain clarity across components.

Examples of Successful Campaigns

  • Allstate Commercials: Discussed two distinctly styled commercials targeting different demographics but promoting the same brand:

    • One appeals to younger audiences and their parents regarding teen driving safety.

    • The other relates to nostalgia and traditional values, engaging older generations.

  • Rhett & Link Local Commercials: Noteworthy for humor and creativity in low-budget advertising:

    • One commercial humorously addresses the realities of mobile homes.

    • Another engages in wordplay based on a whimsical name (e.g., "Butt Drugs") to draw attention.

    • Importance of relatable characters and humor to foster interest.

Class Interaction and Assistance

  • Open floor for student queries and drafting discussions.

  • Encouragement to seek feedback on storyboards or scripts.

  • Distribution of time for group work and collaboration highlighted.

Conclusion and Next Steps

  • Extended deadline communicated to facilitate completion of outstanding assignments.