Draw upon your own creative resources and create a unique advertisement for a product or service of your choosing. The advertisement should be persuasive, target a specific audience, and use media in a compelling way. You can either produce the advertisement (that is, you can use the materials and media available to you to make it) or present detailed instructions for the creation of the advertisement.
Make sure to consider the following:
Before you begin, you might want to review the study sheet for this lesson and conduct some advertising research of your own. Take notes about the most effective and least effective ads you see. What about them do you find compelling, boring, or innovative?
As you begin to draft your advertisement, remember:
Rewrite the assignment in your own words. Underline any important words that help you focus on the task.
You can’t sell a product if you don’t know what it is, so take time to write a detailed description of your product. Begin by answering the following questions, then note anything you haven’t already stated.
Review your notes from the lesson for information that might help you with the assignment.
You can also use a combination of these forms, too — just make sure you use this step to begin fleshing out your advertisement ideas in a more concrete way. If you like what you make in this step, you can revise and build on it to create your final draft — or just use this step to try some ideas out.
Creating a Script
Writing a script is one method you might choose if you are planning a filmed, radio, or animated advertisement. If you are including a jingle or original song, you can also write out the lyrics as part of your script. Here’s a sample script format to help you get started:
Two robots are sitting across from each other in an artist’s studio. The brick walls behind them are crumbling. The table in front of them is covered with books, a few laptops, a television, a camera, a few cups of coffee, and a giant notepad.
Robot 1 is a female robot in her early twenties. She has a clearly developed fashion sense; she wears a jeans skirt and a vintage T-shirt. Robot 2 is a male robot of the same age. He is wearing a button-down shirt, which is not tucked into his slacks.
Robot 1: Do you know what a script looks like?
Robot 2: I used to know, but I’m not sure I remember. Remind me?
Robot 1: Well, O.K. When I write a script, the first thing I do is set the background. I describe the place where the scene is happening and who’s involved. Then I usually start with dialogue. I write the name of whoever is speaking and follow it with a colon.
Robot 2: [scratching his head] That makes sense. What about when you have to describe actions or communications that aren’t verbal?
Robot 1: I put them in brackets to set them apart: [The doorbell rings.].
A storyboard shows what will happen moment to moment in a scene, and is especially useful for action-type advertisements. Use the different boxes (like a comic strip) to show what happens at each step — you can include spoken elements as well, or just show the images. You can fill in the template below with your ideas — you can even cut out the squares and rearrange them to find the most effective narrative for your advertisement.
Maybe you are working with an online or print advertisement? Use a blank sheet of paper to “mock up” a computer screen or magazine page. Consider cutting out words and pictures from other advertisements to help you generate the look or style you’d like to create when you make your own original advertisement.
Some things to keep in mind:
As you get ready to hand in your final draft, answer the following questions to make sure you completed the assignment successfully.
Make sure you:
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