Drama: Advertisement
You have analysed how companies sell their products through advertising. The language, the images, the earworm-jingles and jokes are all part of the sales-pitch to manipulate and persuade customers to spend money.
You work for an advertising company and your team has recently been given a new account: Lockdown Looks.
This company sells fashionable protective masks at low prices and donate 10% of their profit to COVID 19 foodbanks.
The team has been tasked to come up with an advertising campaign which will help to sell these masks. As team leader you have to decide what approach you will take to help your client sell their product.
The HOOK
The COVID crisis may be frightening and making a joke, or singing a jolly jingle, might give the wrong impression of the seriousness of the need for your client's product. On the other hand, a serious, mournful or long-winded approach may also put off buyers.
The hook you choose will depend on the audience you are aiming to impress with the ad. Older viewers might respond better to a clever and comforting catch-phrase, while mothers will respond to assurances and guarantees of safety for their family.
How you make the advert memorable is as important as how you make the buyers feel about themselves.
The PRINCIPLE behind it
The language you use in the advert will depend on the angle you wish to promote. For instance, by appealing to the buyer's safety concerns you will use phrases such as safe and secure, layers of protection, germ-catching qualities, etc.
But, if you want to sell the product to people who are snappy dressers, you will emphasise the ego-gratifying colours and style of the masks, which will make the wearer the envy of others (someone special). Use words like unique, eye-catching, matching, latest fashion, so last year.....
The charitable nature of the sale will make a do-gooder feel as if they have done something to promote a better world and promote their own self-worth. Words like contribute, importance, lighten a load, ease suffering, feel better, etc. will play on their need to boost their self-image.
Buyers may also want to do something to be remembered, should the worst happen. Phrases like lasting legacy, future generations, immortal memories, remembered for, and so on, will give them a sense of power and alleviate their fear of mortality.
The MESSAGE
Adverts are short. On average 25 - 30 seconds. The audience has a short attention span and want to get back to their exciting shows. Your message needs to come across strongly and in the shortest amount of time.
Focus on the product and not on the action - don't act out a scene showing the whole body, only. The mask will be hardly visible in a long shot. Choose words carefully, don't waste time on flowery descriptions if you are already showing the buyer what you want them to see. Use any media and props to draw attention to the product and not the actors. Move the action closer and use medium shots of their faces when speaking, as well as close-ups of the special features of the mask you are emphasizing.
Say what needs to be said and be done with it! Don't rush it, either! Speak clearly.
REMEMBER THAT
Practise makes Perfect and Proper Preparation Prevents Poor Performance!
Lesson Files
Lesson Questions
Your Advert for Lockdown Looks Masks
Read the design brief and create an advert of 25-30 seconds. NO LONGER!
Film your performance and evaluate the work.
Make necessary changes and repeat the filming and evaluation until your performance and timing is flawless.
Use your NAME, SURNAME ADMIN and CLASS as file name. e.g. 8AAndileNdlovu56789
Email your best performance to mtheron@alexhigh.org.za by 5 pm on 06/05/2022.
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