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.
Learn More in the Library's Blogs Related to Doing Research Interviews
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Interviews are particularly useful for getting the story behind a participant's experiences. The interviewer can pursue in-depth information around a topic. Interviews may be useful as follow-up to certain respondents to questionnaires, e.g., to further investigate their responses. Usually open-ended questions are asked during interviews.
Before you start to design your interview questions and process, clearly articulate to yourself what problem or need is to be addressed using the information to be gathered by the interviews. This helps you keep clear focus on the intent of each question.
Preparation for Interview
Choose a setting with little distraction. Avoid loud lights or noises, ensure the interviewee is comfortable (you might ask them if they are), etc. Often, they may feel more comfortable at their own places of work or homes.
Explain the purpose of the interview.
Address terms of confidentiality. Note any terms of confidentiality. (Be careful here. Rarely can you absolutely promise anything. Courts may get access to information, in certain circumstances.) Explain who will get access to their answers and how their answers will be analyzed. If their comments are to be used as quotes, get their written permission to do so. See getting informed consent.
Explain the format of the interview. Explain the type of interview you are conducting and its nature. If you want them to ask questions, specify if they're to do so as they have them or wait until the end of the interview.
Indicate how long the interview usually takes.
Tell them how to get in touch with you later if they want to.
Ask them if they have any questions before you both get started with the interview.
Don't count on your memory to recall their answers. Ask for permission to record the interview or bring along someone to take notes.
Types of Interviews
Informal, conversational interview - no predetermined questions are asked, in order to remain as open and adaptable as possible to the interviewee's nature and priorities; during the interview, the interviewer "goes with the flow".
General interview guide approach - the guide approach is intended to ensure that the same general areas of information are collected from each interviewee; this provides more focus than the conversational approach, but still allows a degree of freedom and adaptability in getting information from the interviewee.
Standardized, open-ended interview - here, the same open-ended questions are asked to all interviewees (an open-ended question is where respondents are free to choose how to answer the question, i.e., they don't select "yes" or "no" or provide a numeric rating, etc.); this approach facilitates faster interviews that can be more easily analyzed and compared.
Closed, fixed-response interview - where all interviewees are asked the same questions and asked to choose answers from among the same set of alternatives. This format is useful for those not practiced in interviewing.
Types of Topics in Questions
Patton notes six kinds of questions. One can ask questions about:
Behaviors - about what a person has done or is doing
Opinions/values - about what a person thinks about a topic
Feelings - note that respondents sometimes respond with "I think ..." so be careful to note that you're looking for feelings
Knowledge - to get facts about a topic
Sensory - about what people have seen, touched, heard, tasted or smelled
Background/demographics - standard background questions, such as age, education, etc.
Note that the above questions can be asked in terms of past, present or future.
Sequence of Questions
Get the respondents involved in the interview as soon as possible.
Before asking about controversial matters (such as feelings and conclusions), first ask about some facts. With this approach, respondents can more easily engage in the interview before warming up to more personal matters.
Intersperse fact-based questions throughout the interview to avoid long lists of fact-based questions, which tends to leave respondents disengaged.
Ask questions about the present before questions about the past or future. It's usually easier for them to talk about the present and then work into the past or future.
The last questions might be to allow respondents to provide any other information they prefer to add and their impressions of the interview.
Wording of Questions
Wording should be open-ended. Respondents should be able to choose their own terms when answering questions.
Questions should be as neutral as possible. Avoid wording that might influence answers, e.g., evocative, judgmental wording.
Questions should be asked one at a time.
Questions should be worded clearly. This includes knowing any terms particular to the program or the respondents' culture.
Be careful asking "why" questions. This type of question infers a cause-effect relationship that may not truly exist. These questions may also cause respondents to feel defensive, e.g., that they have to justify their response, which may inhibit their responses to this and future questions.
Conducting Interview
Occasionally verify the tape recorder (if used) is working.
Ask one question at a time.
Attempt to remain as neutral as possible. That is, don't show strong emotional reactions to their responses. Patton suggests to act as if "you've heard it all before."
Encourage responses with occasional nods of the head, "uh huh"s, etc.
Be careful about the appearance when note taking. That is, if you jump to take a note, it may appear as if you're surprised or very pleased about an answer, which may influence answers to future questions.
Provide transition between major topics, e.g., "we've been talking about (some topic) and now I'd like to move on to (another topic)."
Don't lose control of the interview. This can occur when respondents stray to another topic, take so long to answer a question that times begins to run out or even begin asking questions to the interviewer.
Immediately After Interview
Verify if the tape recorder, if used, worked throughout the interview.
Make any notes on your written notes, e.g., to clarify any scratchings, ensure pages are numbered, fill out any notes that don't make senses, etc.
Write down any observations made during the interview. For example, where did the interview occur and when, was the respondent particularly nervous at any time? Were there any surprises during the interview? Did the tape recorder break?
To my mind, a phrasal verb is a multiword verb formed by a verb and one or two particles, mainly prepositions, which has a special meaning due to words that are part of it e.g. look for, get up and brush up on.
25 Stunningly beautiful advanced phrasal verbs video
Get together song video to identify the phrasal verbs in its lyrics
What phrasal verbs were mentioned in the song get together?
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Collaborative Student's book Grammar Exercise on Ellevate
