Modal and semi-modal verbs are used to express following functions:
Permission or request: can, could and may, e.g., May I go to the loo?
Ability: can, could, be able to and be capable of, e.g., I could rollerskate when I was 12.
Obligation: must and have to, e.g., You must listen to me.
Prohibition: mustn't and can't, e.g., You can't smoke indoors.
Lack of necessity or obligation: don't have to, didn't have to, needn't, didn't need to, and don't need to, e.g., You don't need to wear a uniform in college.
Advice: should, ought to, must, need to and could, e.g., If you have a headache, you should take an aspirin.
Possibility and probability or speculation or deduction: can, may. might, could, must, can't and mustn't, e.g., Nobody's at home, so Susan must be out.
Necessity: must, need to, and have to, e.g., You need to save some money if you want to buy a car.
Toy story introductory video
Past modals
1.- Simple modals: could, was/were able to, had to, didn't need to and didn't have to., e.g.,We could run fast when we were younger.
2.- Perfect modal: might have + Past Participle, could
have + Past Participle, can't have + Past Participle, should have + Past Participle, ought to have + Past Participle, need have + Past Participle and needn't have + Past Participle, e.g.,You should have studied for the final exam.
Past Modals explanation video
Past Modals
1.- Simple modals in past.
1.1.- could.- Past abilities: I could rollerskate when I was twelve.
1.2.- would.- Future in the past.- Before the pandemic, I would be at school at this time.
1.3.- had to.- Past obligations: I had to stop using prints.
Top ten Ads Commercials from Thailand Commercial Compilation video
Collaborative Student's Reading task on Ellevate
Top 4 viral ad campaigns video
In accordance with PC Mag and Browse Encyclopedia, a viral video is a video that spreads quickly via the Internet. It is often a short clip on a video sharing site such as YouTube or Vimeo that people reference in blogs, emails and instant messages.
In 2012, a half-hour documentary was produced by Invisible Children, Inc. about Joseph Kony, head of the Lord's Resistance Army (LRA) in Uganda, who was indicted for war crimes in 2005 by the International Criminal Court. Uploaded to the YouTube and Vimeo sharing sites, within a week, the video was viewed by more than 80 million people.
Now that we’ve cleared up the formatting of commercial scripts, let’s talk about best practices for writing TV ads. The best commercials are defined by a clear storyline, the right tone for the target audience, an interesting theme, and a clear call to action.
Step 1. Define the story
A simple story isn’t bland or boring, but it’s easy to follow and understand. Let that principle guide you when crafting your commercial script storyline. The beginning, middle, and end should all be clear and in a logical sequence. Exceptional storytelling captures the audience right away, introduces tension, and provides a resolution at the end.
To make potential customers care about the advertised product or service, you have to elicit an emotional reaction. Many TV ads therefore follow the good and simple story approach of problem or pain point and solution: describe a problem viewers have and outline the discomfort associated with it, then provide the solution and describe the advantages of it.
Don’t make the mistake of associating the feelings of viewers with just one column in the script layout. Some writers assume that audio and visual stand for “see” and “feel”–but the emotional response is the combination of both visual and audio running together, so be creative to define and tell a story that is greater than the sum of its parts.
Step 2. Set the tone
A funny commercial is everybody’s darling–and probably the most difficult kind for which to get a client’s approval. To find the right tone, you have to align with the brand and pick something that resonates with the target market. The brand guidelines will be your first stop for deciding on a TV ad tone to write a successful script: is it energetic, exciting, playful, positive, cheerful, calming, trustworthy, reliable, sophisticated, classy, sincere, or soothing?
Adjectives like these can be helpful when describing the tone you’re aiming for. As the next step, find visual and audio elements associated with that adjective or the feelings it elicits. Keep in mind that when writing multiple scripts for the same ad campaign, the challenge can be to set a different tone for each while conveying the same message.
Step 3. Pick a theme
A great commercial can stand by itself, but the best commercials also integrate into something larger: they speak to a theme. A recurring theme can be set by the company, brand, or longer running ad campaign itself, but the theme for a TV ad can also be a trend of the times and something the target audience will recognize from their daily life (and its struggles).
In effective commercial storytelling, the theme is often part of building brand awareness as viewers will recognize memorable elements such as characters or visuals from a marketing campaign across various channels. The theme can also come into play in elements such as sound effects or even be mentioned in the tagline, but if you overdo it, the audience might feel like you’re hammering it home too hard.
Step 4. Pick a call to action
Last but not last, the CTA is not a mere afterthought tagged on at the end of the commercial, it’s what you’ve been building up to over the entire video script. To get there, you have to know where you’re going, so your call to action needs to be clear from the outset. The guiding question is always, what do you want viewers to do after they have seen the television commercials?
Raising brand awareness is often part of the gial, but it doesn’t translate to a tangible call to action. Big brands often have an existing tagline already that might substitute the CTA, but the call to action depends on the potential customers of the target market. Research by the client might show what they will respond to, so ask for specifics.
A simple but effective way is always to instill some sense of urgency in viewers: don’t just give them contact information, have them “call now!” An offer is not only great and valuable, it’s also “available for a limited time only!” This is the dual setup of an effective commercial: it instills desire for the valuable product or service, combined with the fear of missing out.
