Film commercial notes - COMMERCIAL PRODUCTION Commercials...

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COMMERCIAL PRODUCTION Commercials are powerful tools as any politician, industrialist, business persons or communications expert will attest. A well-crafted commercial is both visually and linguistically memorable, making use of clever slogans, catchy songs, and striking visual images to capture the attention of television viewers They are designed to have an impact. Viewers remember what they hear, sometimes even when they do not understand the message, because the visual and musical reinforcement is strong and lasting . We often hear a slogan or a tune rolling around in our heads hours after we have turned off the TV E.g Be what you can be Niko na Safaricom 1 Know the key selling appeal- Most successful commercials are built around a particular attribute that sets the product apart from its competitors and gives potential consumers a specific reason for buying it. Or try to find an attribute that distinguishes the product in a unique way from its competitors.If that does not work find a feature shared with competitors that no one else is exploiting Ads Must Grab Your Attention To influence consumers, an advertising message must appeal to you for some reason. Advertising can catch your attention. Establishing need:- the most crucial step in the development of an action appeal in a commercial is to make the audience feel an overwhelming need for the product.This can be summarized in 4 steps 1. Self-preservation:- the desire to pre-serve one’s life and health is one of the most powerful of all drives. A great many products are relevant to this need among them, medicines, ant alcohol/drug and safety belts. 2. Security and Ease: - most people have the desire to live comfortably and well and want to feel secure against catastrophes which may threaten their particular way of life.- Health,Insurance etc.
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  • Summer '16
  • Moses Thairu
  • Want, Film producer, appeal-Most successful commercials

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