Download free eBooks at bookboon.com
Click on the ad to read moreMarketing Communications
111Advertising TechniqueswRITING THE SCRIPT
After you have decided on your visual technique, you will write out your script in a formal structure,
try to think in terms of words and pictures simultaneously. Divide your paper into two columns. In the
left-hand column, state the promise of benefit and supporting evidence in audio copy. In the right hand
column, write a verbal description or put a picture of the video part of the message. Corresponding
audio and video elements go right next to each other panel by panel. If you are going to have someone
speaking, write your copy story in a conversational style, indicating alongside it what the speaker will be
doing at various times. If you have decided to depict your product and its benefits in a series of close-up
scenes, write your copy for an off-screen announcer and key the various paragraphs of your audio to
their corresponding scenes in the video. Matching the audio with the video makes a cohesive message.
COPY STYLES
There are two main approaches, such as:
• Factual approach
• Emotional approach