Copywriting for the Electronic Media Chapter 2 Copywriting Style
Writing Copy • One-to-one communication – Speaking to one person – Visualize your listener / viewer – Conversational style
Copy Appearance • RADIO – Music – Sound effects – Voices • TV – Visual (video) – Aural (audio)
Scripting • Script – interprets the show idea into what the viewer will actually see and hear – Includes narration and dialog – Sound effects and music – Visual elements to be included • (will be guided by Director’s vision)
Two column Format Audio Video Is your goal to work 9-5 in a boring job Shot of factory Or be the leader of a company that Man at desk working employs thousands and impacts the Crowd of People global economy? Well you know the only way that you Graduation cap could be successful is with hard work and a good education.
Storyboard • A series of rough sketches of key points of a project, that visually depicts the way that you (the writer / creator) envision the final production. Corresponding audio information is added below each sketch.
Is your goal to Or be the leader of a work 9-5 in a thousands and company that boring job impacts the global employs economy? Well you know that the only way that could really and a good education! happen is with hard work
Radio • SCRIPT FORMAT MAN Radio copy must appeal to the mind WOMAN You can use different voices You can use music….. MAN “JAZZ MAN” UP AND UNDER MUSIC You can even use sound effects… WOMAN SFX CROWD CHEERING MAN (EXCITEDLY) You can sound excited (WHISPER) or quiet
Format • Write on one side of page only • Double space copy for ease of reading • All SFX and MUSIC should be caps & underlined • Talent instructions ( ) & CAPS (YELL) • Speakers names in CAPS • Spoken copy in upper & lower case
Header • Clients name: ____________ • Written by: ____________ • Date: ____________ • Length: ____________ All copy MUST be typed
Remember the VO Artists • Avoid Abbreviations – Exceptions (well know acronyms) • Use contractions (keep it conversational) • Avoid trite Expressions ( page 22 ) • Watch “SUPERLATIVES” • Avoid Question lead-ins – What is the answer is “NO”
MORE ON V/O • Punctuation is important . , ? ! • Underline for effect • Watch numbers Odd/Even Pricing $99.95 vs. $100 Difficult to comprehend $ 89, 975 vs under $ 90,000 • Phone numbers (repeat often) • Web addresses (be clear)
Phonetical Spelling • Avoca • Tamaqua • Wilkes-Barre • Kissimmee, Florida
WATCH YOUR ENGLISH • Noun / Verb agreement • Sentence Structure • Break the rules for effect – But do it on purpose
Re-WRITE • Based on In-Class Exercise #1 • Jones Ace Hardware – Re-Write your :30 Commercial • Use correct radio script format • Script w/ Music & SFX
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