Scripting the commercial: Clarity, coherence, pleasantness, believability, interest, Distinctiveness – BMS Notes
Simplicity: Building a radio show on a single basic theme is crucial. Don’t overwhelm the audience with too many parallel topics. Use well-known vocabulary, succinct phrases, and basic sentence construction. Remember that conversational copy is required. Clarity: Maintain a single, uninterrupted line of thinking. Steer clear of side concerns. In short phrases, use the active voice. Steer clear of clichés, adverbs, and unclear language. Eliminate any extraneous words. (Test: If the words were removed, would the commercial suffer?
If not, remove them. Write your script from draught to drafi till it is blatantly simple and direct.
Coherence: Make sure your sales pitch makes sense from beginning to end, including easy-to-understand transition words and phrases to make it simpler to listen to.
Rapport: Keep in mind that you are speaking exclusively to your audience. As if you were speaking to only one or two individuals, try to adopt a friendly, intimate tone.
Frequently using the pronoun “you.” Use language that the audience would use themselves.
Pleasantness: While entertaining is not required for its own purpose, there is no The goal of music is to be boring or annoying. Find a happy medium and discuss the good or service with a buddy.
Believability: Accurately describe the positive aspects of each product. Steer clear of overstatements and blatant exaggerations; they are easily detected and undermine the whole goal of the advertisement. Be direct and project the image of a reliable buddy.
Interest: Nothing turns on listeners more quickly than a dull advertisement. The way you see goods and services is what makes them interesting, not the products or services themselves. Try to thank your listener for their time by providing them with some helpful information.
Uniqueness: Make your goods stand out from the competition and sound distinct from other advertisements. Give your ad personality by incorporating unique approaches, melodic phrases, distinct vocal qualities, and sound effects into each strategy.
Compulsion: Give your advertisement a sense of immediacy. You may either win or lose the listener’s attention in the first few seconds. Make every effort to nudge the potential customer in the direction of desiring the product. Repeat for the last ten seconds. Your assurance of benefit; trademark your product’s brand. Don’t forget to urge the audience to take immediate action. The number of advertisements that don’t accomplish this is astounding.
Now let’s look at the different kinds of advertisements. Radio advertisements may be roughly categorised into two types: sponsored programmes and spots. It includes both the transmission of the advertising message and the precise moment of announcement