What to read: Chapter 10
Reading topic: TV advertisements and multimedia copywriting
1. What are the classifications of TV advertisements?
Live demonstration, satisfied customer testimony, single speaker, lifestyle, animation, advertising songs, visual effect orientation, humor, series of people, purchase reason, purchase reason.
2. How to write persuasive TV advertisements?
(1) TV is basically a medium for presenting pictures rather than words. Your screen must convey sales information.
(2) Even so, your voice must match the picture. Advertising copy must be able to explain the content of the picture clearly.
(3) The average audience's attention to images and sounds is limited and can only last for 30 to 60 seconds. So, if you need to use a lot of words in your sales promotion, then make the pictures simple.
You should take the audience-men and women sitting in front of the TV-to heart.
(5) The conception and planning of advertising must conform to the established budget range.
(6) Make sure that your advertising words can attract the audience from the beginning.
(7) If the products you sell can be bought on supermarket shelves, you should show your brand in advertisements.
(8? ) Use dynamic pictures.
At the same time, don't forget that TV has sound besides pictures.
(10) Use subtitles. That is, the title pressed on the screen in white font.
(1 1) Repeat the product name and main selling points at least twice.
(12) Don't make the audience tired of advertising. Your advertisement should be fresh, easy for the audience to remember and different.
(13) Don't neglect the product.
(14) If you want the audience to call or write to order products and ask for further information, you should remind them at the beginning of the advertisement.
(15) If you talk to a celebrity (whether by video or audio recording), let the audience know the identity of the celebrity through dubbing or subtitles.
(16) If it is a TV advertisement of a local retailer, the store address should be stated in the advertisement, and the traffic information should be clear.
(17) The length of the advertisement is basically divided into10s, 30s, 60s and120s.
(18) A 60-second advertisement can be stuffed with at most 90 words.
(19) Due to the limited time, an advertisement should focus on a single concept or selling point.
3. What is the script format of TV advertisement?
The script format of TV advertisement is very simple, with lens (picture) on the left and sound (white mouth and sound effect) on the right.
1. Satisfied customer testimony can strengthen the credibility of the benefits claimed in advertisements.
2. The best advertising songs will have melodies that are easy to remember, so that everyone can't help humming, and then play brand advertising slogans in consumers' minds.
3. Most copywriters still adhere to the mode of "direct selling" such as on-the-spot demonstration, single presentation and meeting customer witness, and the success rate of these types will be higher.
If you can't see what the advertisement is selling after turning off the TV, then the advertisement is a failure.
5. A 60-second advertisement can be stuffed with at most 90 words. However, many advertisements have much fewer words.
Today's Share: "Why Does Home Hurt People" Wu Zhihong
"Love is a special choice. In fact, we unconsciously regard love as a kind of treatment, aiming at correcting our childhood mistakes. Its performance is that lovers are the ideal parents we choose most of the time. Real parents will make us more or less dissatisfied. We all have a model of ideal parents in our hearts, which is the cornerstone of our choice of lovers. "
What is missing in childhood, when you grow up, you will choose to make up with another emotion. I used to feel this way only vaguely, but now I'm more sure. This is our job. We use everything our parents have to find another person. That person either loves me as much as his parents or does it better than his parents. It is with this full and heavy expectation that we look for the other half in our hearts.
Moreover, this is understandable. Because everyone wants to be loved and make good use of their abilities to love.
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