How to write an advertising script

Advertising scripts are usually written by copywriters - along with creative directors. The script is created based on the job and budget. Timing, the orientation of the future video, depend on them. The script is built according to the laws of a literary work, it has an exposition, a plot, a climax and a denouement.

Instruction manual

1

To write a script, a copywriter must first of all receive a task from a client. The task, as a rule, can be quite detailed: to protect themselves from failures, clients organize focus groups and identify what needs to be shown or involved in a future video, and what is absolutely not worth showing. This is important in order for the video to be able to influence the target audience as best as possible, to stand out against other commercials of similar products and be as clear as possible.

2

When writing a script, it should be remembered that its originality and memorability primarily depends on the originality of the idea, and then on the characters. A good idea eliminates the crude imposition of the advertised product. As a rule, a copywriter needs to come up with several ideas (around five), discuss them with a client and then implement the best.

3

The script of the commercial is a small literary work. Here you need your own drama. The classic scheme for constructing the video is as follows: exposure, plot plot, climax, denouement. An exposition is simply an introduction of the viewer into the situation, it should not take more than 5 seconds (someone comes home from work, or sits down, etc.). The advertised product does not appear in this part of the video yet.

4

In the eyeballs, certain events occur that lead to the presentation of the advertised product. This is where the main conflict happens. For example, a girl spills coffee on a blouse, wants to wash it and makes a choice between the advertised washing powder and some other in the direction of the other. The climax continues the development of the plot, the main event of the video takes place, the qualities of the advertised product are revealed (in the described case, the coffee stain was not removed, a friend suggests that the girl use the advertised washing powder, she doubts, but tries, and there is no trace of the stain).

5

The denouement is the "moral" of the commercial. The hero of the video is convinced that he did not in vain use the advertised product, now he is doing well thanks to the remarkable properties of this product. An announcer may appear here who will pronounce an advertising slogan behind the scenes ("New N detergent - no trace of spots!").