Writing for commercial Ad script-master class

It helps to understand various persuasion modes, understanding the goals and objectives of every informational video.

1. Writing for commercial video Dr. J.JANARDHAN Assistant Professor Dept. of Digital Filmmaking Jain University

2. , COMMERCIAL VIDEO? A  commercial video  is a short-form video  that briefly describes your product , service or brand promise. The objective is to build up brand loyalty and inspire a call to action

3. Informational video Corporate video Training Promotional Industrial Marketing and the Audio Visual All of these forms of videos  convey information For that reason, it is prefer to call whatever writing and producing an informational video .

4. MAIN CONSIDERATIONS Should limit to three or four at most Uses a different set of tools: Specify shots Graphics & Animation Often it is presented by a narrator or voice over , or both. 

5. MAIN CONSIDERATIONS Remember that we're writing for the ear , not the eye it's still important to observe grammar , spelling , and punctuation rules .  Proofreading is a must

6. Goals & purposes To motivate someone to do something To train someone to do something To simply inform them of new information When we motivate someone, what we're really doing is persuading them. 

7. purposes To train someone Provide them with step-by-step instruction To educate them on some new material Give them a sense of why they're learning this information now

8. MODES OF PERSUATION Three modes of persuasion that we use are: Logos (Head) Ethos (Hands) Pathos (Heart)

9. Analysing audience The scriptwriting process starts with asking questions Lots of questions. Firstly, who is the audience? Secondly, what is the need?

10. AUDIENCE DEMOGRAPHICS Those are quantifiable measures Age Income Gender Occupation Education

11. ASK yourself? How will the video be seen?  Where will it be seen? How will the audience absorb it? Will this be seen on the web only?  Are you doing this strictly for YouTube ?  What'll be seen in the meeting?  This will help you tailor the language in your script to meet the need of the video. 

12. Determining the look Try to limit videos to five minutes or less If you need your video to be longer Consider making several short videos versus one long video

13. Preparing to write To  pre-interview your subject matter experts To ask whether or not the CEO will be in the video.  Specialized budget for Narrator, Artists? Who all needs to approve the script?  How they're going to approve that script Take the whole crew out there The steps to preparing to write need not take a lot of time

14. Start with an outline We just describe what is happening in terms of action.  In an outline, we're concentrating on the content rather than the visual aspect of it . it's best to use bullet points Present the outline to the client Make sure  that everyone's making the same movie

15. Writing First draft

16. Presenting draft Pro. - Empowers Focus on spoken Word Notes Translate jargons Describe the Visuals, Music emotions Con. Distractions, Focused on Printed Word Reading a head (or behind)

17. Commercial genre

18. Kanardhan Commercial writing guidelines Use adjectives sparingly “Nothing is great”, “Men will be men” “Definitely Male” Use action verb : Avoid helping verbs Call to action : Call now, Buy now, Test it and start use it…

19. Writing for public service advertisements Many effective PSAs have been simply music and pictures or music and text.  The format can be the same as it is in commercials Either two column or the video script format.  it may or may not have a call to action  

20. Two column script Two columns, so many rows Divide the page into VIDEO and then AUDIO columns There's no hard and fast rule for Video is on left Audio is on the right   Header opens up Title and then Draft Number Date and Writer Name Add a page number  

21. Two column script  

22. THANK YOU