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Unformatted text preview: Ashley Sellers M KTG 3740 W/W 2:00 Paper #5 Dramatization is an advertising execution technique that is particularly well suited to television. The focus on this technique is on telling a short story with the product or service as the star. The purpose of drama is to draw the viewer into the action it portrays; it often relies on the problem/solution approach, but it uses more excitement and suspense in telling the story. When it is successful, the audience becomes lost in the story and experiences the concerns and feelings of the characters. According to Sandra Moriarty, there are five basic steps in a dramatic commercial.
1) Exposition (where the stage is setup for the next upcoming action) 2) Conflict (a technique for identifying the problem) 3) Period of rising action (where the story builds, the conflict intensifies, the suspense thickens) 4) Climax (where the problem is resolved) 5) Resolution (where the wrap-up is presented) A pitch I heard for a Modernistic Carpeting Cleaning commercial would include step 1: a woman sitting on her couch with her phone next to her and beautiful white carpets drinking a glass of red wine. Step 2: the conflict is in slow motion her wine spilling on the beautiful white carpet. Step 3: the period of rising action is where she dials Modernistic’s number before the wine hits the ground and as she hangs up it splashes everywhere. Step 4: The climax is right after it hits the ground Modernistic pulls up in the drive way and cleans the spill. Step 5: the resolution is after that an ad saying “simple and quick” and “same day or next day service available”. Ashley Sellers M KTG 3740 W/W 2:00 Paper #5 This commercial would conclude with a strong identification slogan that connects the brand name to its product benefit. It includes a combination of humor, real life, in a relaxing atmosphere many can relate to. ...
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- Fall '08