Advertising scripts are usually written by copywriters - along with creative directors. The script is created based on the assignment and budget. The timing and direction of the future video depend on them. The script is built according to the laws of a literary work, it has an exposition, an opening, a culmination and a denouement.
Instructions
Step 1
To write a script, a copywriter must first get an assignment from a client. The assignment, as a rule, is quite detailed: in order to protect themselves from failures, clients organize focus groups and identify what needs to be shown or used in a future video, and what is absolutely not worth showing. This is important so that the video can influence the target audience as best as possible, stand out against the background of other videos of similar products and be as clear as possible.
Step 2
When writing a script, remember that its originality and memorability primarily depends on the originality of the idea, and then on the characters. A good idea eliminates the rude imposition of the advertised product. As a rule, a copywriter needs to come up with several ideas (around five), discuss them with the client and then implement the best one.
Step 3
The script for a commercial is a small piece of literature. This requires its own drama. The classic scheme for constructing a video is as follows: exposure, plot setting, climax, denouement. The exposition is simply the introduction of the viewer into the situation, it should not take more than 5 seconds (someone comes home from work, or sits down to eat, etc.) The advertised product does not appear in this part of the video yet.
Step 4
In the outset, certain events occur that lead to the presentation of the advertised product. This is where the main conflict occurs. For example, a girl spills coffee on her blouse, wants to wash it and makes a choice between the advertised washing powder and some other in the direction of another. The culmination 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 has not been removed, the girlfriend invites the girl to use the advertised washing powder, she doubts, but tries, and not a trace remains of the stain).
Step 5
The denouement is the "moral" of the commercial. The hero of the video is convinced that he did not use the advertised product in vain, now he is doing well thanks to the remarkable properties of this product. An announcer may appear here and utter an advertising slogan behind the scenes ("New washing powder N - not a trace of stains!").
