FACTORS TO CONSIDER IN PREPARING A TVC

1. Familiarization with Product

Aside from personal observation or use of the
product, gather as much information about it as
possible from those connected with it like from the
research or promotion department.
2. Audience Analysis
Demographics
Include information such as age, gender, economic
level, occupation, educational level, ethnic
background, geographical concentration, and
product knowledge.
Psychographics
The even more detailed audience analysis includes
such elements as lifestyles, primary interests, and
attitudes and beliefs.
3. Appeals to Audience's Basic Needs or Wants
Aristotle's 3 key elements of persuasion:
a. Ethos (Credibility) means convincing by the
character of the author. We tend to believe people
whom we respect. One of the central problems of
argumentation is to project an impression to the
reader that you are someone worth listening to, in
other words making yourself as author into an
authority on the subject of the paper, as well as
someone who is likeable and worthy of respect.
b. Pathos (Emotional) means persuading by
appealing to the reader's emotions. We can look at
texts ranging from classic essays to contemporary
advertisements to see how pathos, emotional
appeals, is used to persuade. Language choice
affects the audience's emotional response, and
emotional appeal can effectively be used to
enhance an argument.
c. Logos (Logical) means persuading by the use
of reasoning. Giving reasons is the heart of
argumentation, and cannot be emphasized enough.
Ethical, Logical and Emotional

Ethical Appeal
Persuasion by someone recognized as a "good
person" or a well-known or well respected person.
The Testimonial is based on ethical appeal.
Emotional Appeal
To the basic needs and wants, to feelings rather
than reason. It is the appeal to basic emotional
needs like power, prestige and good taste.
Examples:
Love of family: insurance companies
Self- preservation: drug commercials
Prestige: car companies
Power (to attract love or sex partners): beer
commercials, hygiene products
Logical Appeal
Persuasion is based on facts. Product fills a logical,
practical need. Many commercials only appear to
use logical appeals. (Closer examination reveals
the appeals are really emotional in content.)
Examples:
Large TV screens: emphasize styling and
size rather than quality, construction and
durability.
Organization of Commercial or Announcement
1. Get audience attention
2. Hold its interest
3. Create an impression that some sort of a
problem exists, related to the function of the
product
4. Plant the idea that the problem can be
solved by using the product
5. Finish with a strong emotional and/or logical
and/or ethical appeal to motivate the
audience to take action on the product
TYPES OF TV COMMERCIALS
1. Problem-Solution Approach

Works best when qualities of product can be

demonstrated

Problem identified in the spot must be

believable, one that the target audience can
relate to
Product must be introduced as a natural,
realistic solution to the problem. Too many
gimmicks or incredible solutions do little for
the credibility of the product
Not only the product should be introduced
as a solution to the problem, but the solution
should show the user experiencing benefits
or achieving satisfaction after using the
product (That is the high point of this type of
commercial)
Name of product or service must be
identified clearly, and it must be associated
with the problem the product claims to
solve.

2. Demonstration Approach

Televised demonstration must be true and

authentic
Be certain the significance of the
demonstration is clear to the viewer
Get to the point quickly and avoid
complicated dialogue or situations
Write more video into a demonstration spot
than audio
Use CU and ECU shots to enhance the
demonstration. Let the viewer see the
product as he or she would see it in person.
Don't show parts of the product that are too
small for the camera to show clearly
Don't use a lot of technical jargon in the
audio portion of the script. Show the viewer
how the product works
If possible, show the demonstration from
beginning to end. Don't cut away unless
necessary.
Keep your message simple and direct. A
complicated message and a complicated
demonstration won't be remembered
Be certain the product name is displayed
prominently. Use the demonstration to show
the benefits the viewer might realize from
using the product

Prove that the claims for the product are

true. Use the demonstration to show the
product doing what you've promised

3. Situation Approach

It tells a story that establishes a reason for

the presence of the product. The story,
sometimes called a slice of life, must have a
simple plot that can easily be understood.
A carefully developed story can gain
attention and involve the viewer in the
situation
Develop a situation that is logical, believable
and easy to follow. Since you'll have less
than a minute to develop the situation, you
must keep it simple
Use the opening of your story to attract
attention and involve viewers. The opening
sets the stage for the rest of the spot, often
by introducing a problem
Use the middle of the story to elaborate on
the situation, usually by introducing the
product as a solution to the problem
In the final stage, have the product solve the
problem. The situation concludes with
displaying the satisfaction they've achieved
from the product
Be sure to develop the situation logically.
Each step must relate to the one that
precedes it and the one that follows it
Present the product in a way that promises
a beneficial result - the viewer will be
healthier, more secure, more confident, etc.
Identify the product name clearly
4. Spokesperson Approach
Individual delivers the sales message on
camera who may be a well-known person
who endorses the product or service, or a
person who claims to have used the product
and cites personal experience in the form of
a testimonial. The spokesperson must be
appropriate to the product or service, and
looks and sounds sincere

Describe the person before you write the

commercial. What do you want the person
to look and sound like?
Prepare the copy with your spokesperson in
mind. Write for his or her style of delivery.
Write copy that seems extemporaneous and
can be delivered conversationally
Show and mention the advertiser's name or
product throughout the spot. If the name
isn't mentioned prominently, the
spokesperson may upstage the product
Keep the spot straightforward. Movement
and shot changes should be minimal. Focus
on the person and his or her presentation of
the sales message

6. Direct-Response Approach

5. Product-as-Star Approach

The product is displayed prominently and

naturally and is made to appear irresistible
Works well for any product or group of
products you wish to put on display. It's a
favorite for dairy products, other food items,
and soft drinks. The commercial may
include live-action shots of people enjoying
the product
Present the sales message with restraint.
Hard sell terms such as hurry or buy now
are best avoided. Use the suggestive
approach and build the spot around the
sales theme
Use realistic settings and a simple,
straightforward message. The advertiser
wants the product to be remembered, so the
setting should not upstage it. The audio
portion shouldn't be complex either, and it
should reinforce the video
Use close-up and extreme-close-up shots of
the product to strengthen the video. Such
shots give the viewer the best view of the
product and enhance its appearance
Show happy, satisfied people enjoying
themselves as they use the product. Make
the results of using the product seem
rewarding
Explain the characteristics of the product.
Communicate its taste, feel, appearance, or

other feature. Show these characteristics

when they appear in the audio
Emphasize the name of the product

Persuades the viewer to order a product

directly from the advertiser either by mailing
in a coupon or calling a telephone number.
This type of approach lasts for about two
minutes
Remember that the video is key. You must
show the product at its best
Be aware of the product's limitations. You
have an ethical responsibility to write a
positive image for the client even if you
know the shortcomings of the product
Reach for the impulse buyer. Directresponse spots seek the person who buys
on impulse. It's your job to make such a
person grab the phone. Stress that this is a
limited offer, that credit cards are welcome,
that the item can't be found in stores, and
that operators are standing by. Repeat the
phone numbers at least three times. Make
the offer appear so good that viewers won't
want to pass it up

7. Variations on the 6 Themes

Use humor
Use music
Use an institutional approach: informs
viewers about company's achievements,
standards and activities
Final Reminder

Product shots!
Before you begin writing a television spot,
try to imagine what it will look like.
Television is a visual medium, and if the
video portion of your commercial is weak,
the entire spot is likely to be ineffective
One way to give a spot visual strength is to
write the visual portion before you write the
audio portion. If the visual portion will carry
the message by itself, you'll know that you

have a good television spot. Audio can be

added as needed