Digital Advertizing

Digital Advertising

Lesson 15: Structuring process for Radio, TV and Video Advertisement Copy

Hints in production of video or TV copy

• Keep the copy simple by retaining one idea at a time.
• The writer should think constantly visually , i.e. emphasize the visual because the viewers are conscious first of what they see than what they hear. Hence the words should fit in the picture, but not picture in words.
• Workout good coordination between words and picture.
• There should not be too many scenes. Maximum three are advisable in case of 10 seconds.
• Use minimum players. Players are principals i.e., the actors and actresses with speaking rules and extras- the non-speaking, but provide background.
• Do not waste the opening seconds, as the first few seconds are of vital importance to capture the attention and involvement of the viewers. Use of humour, surprise scenes, conflict between two individuals etc., are advisable.
• Follow the sequence after opening – identify the product reasons to buy. Accordingly demonstrate, suggest, request and command thorough visuals to take action.