Creating the TV commercial: Visual Techniques, Writing script, Developing storyboard, Music, Soundtrack

Visual Techniques

The conscious use of color is the first example. This technique is used every single time, in every kind of visual marketing.

The color psychology advertising technique is easy to misunderstand or get wrong. A slightly different tonality of any color could end up portraying the wrong emotion, not the one the design was aiming for.

Color is present in the background, photography, fonts, visual accents and branding elements. That’s why it’s important to think about the color palette every single time.

Consider the importance of each color and if it’s doing its job. Creative advertising relies on interesting color schemes to transmit a message without words. Simple choices like using a bold color for a call-to-action button can greatly increase the click-through rate.

Sometimes one color in a brand is so important that it becomes its own entity, like Coca-Cola Red or Tiffany Blue.

The advertisement below uses the Tiffany Blue brand color and a black and white photograph to complement. Note that the model is also giving the viewer a “direct gaze.” We’ll talk more about that later.

Focal Point

Pinpointing a focal point is just as important as the choice of colors and typography. The viewer needs to have a clear place to look at as they absorb the advertisement’s message.

Achieving a focal point can be done in a number of different ways. The rule of thirds and golden mean are actually two useful tools to help create a successful focal point.

Other techniques to settle on a focal point are:

• Selective Focus: Keep the focal point focused and background blurry or vice versa.
• Exposure: Manipulate dark and light areas in an image to make the focal point pop.
• Light Source: Illuminate the focal point exclusively.

When there are two focal points, you can apply Gestalt principles to achieve a good balance. The simple ads below have strong focal points where the letters are rubbed out.

Writing script

1. Represent Your Brand Clearly

Using both verbal and visual cues, your brand’s name, logo and perhaps even the product itself should be conveyed throughout the commercial. Don’t be secretive and wait until the end of the ad to show your brand’s face. But do be tasteful about it.

2. Create a Storyline

The best commercials don’t just sell a product or service; they tell a story. Whether it is a heartfelt story, or a dose of humor or satire, create a storyline to which your audience can relate and connect.

3. Develop a Signature Character or Theme

Each of the example commercials listed above aren’t simply one-off ads. Instead, they are a series of ads that carry the same them or characters throughout. These characters or theme will fortify the audience’s connection with your brand.

4. Keep it Simple

You only have 30 to 60 seconds to get your message across and form a connection with your audience. Keep the overall concept and storyline of your commercial simple.

5. Don’t Cut Corners

Quality is an essential element of an effective TV ad. Quality doesn’t necessarily mean you have to empty your pockets on the production of one ad. But do utilize a professional film production team to ensure the quality of your commercial.

Developing storyboard

Storyboarding is a planning convention used in television, film, cartoons and even advertising. It is the part of the pre-production process in which artists draw comic book-like representations of what the advertisement will look like — a series of panels that represent the planned shots that will eventually be filmed. In advertising, storyboarding is not always a necessary step, but it may prove useful when you finally reach the production stage of filming.

Sequential Outline

A storyboard functions similarly to an outline of a story; it is a shorthand version of the final product that you can use to plan ahead. Commercials, for example, work with limited time frames that are often no longer than 30 seconds. When you review the storyboard, you are able to estimate how much time you have to convey your information. The storyboard breaks down the commercial shot by shot, so you can determine how much time you can spend on each shot to keep the commercial within its time constraints.

Visual Guide

Storyboards also are used as a visual reference guide throughout the filming process. Since each frame of the storyboard represents a shot in the advertisement, you can refer to the storyboard to ensure two things. The first is that you get each shot that you need for the commercial without accidentally leaving anything out. The second is that you frame and shoot each shot in the manner you had planned. You are able to determine ahead of time how you will frame the subject, capture any movement and move the camera, and then simply do so according to your own instructions on the storyboard.

Time to Review

The storyboard serves as your final opportunity to review your concept and make any changes before production happens. Think of it as your last line of defense. After the storyboard is approved, you can always make changes, but doing so during the filming process may cause delays. With your storyboard, you can ensure that you have everything you need, like props, set dressings and on-screen talent, as well as ensuring that the advertisements message comes across strongly through your visual storytelling. It is your way of visualizing the final product before going through the motions of actual production.

Not Necessarily Required

Despite their common use, storyboards are not always required for a project, particularly an advertisement. For example, an extended infomercial — particularly one that is filmed before a live audience — does not necessarily lend itself to being extensively planned ahead of time. Even when you do storyboard, there are no set rules regarding your methods or how elaborate it is. Your storyboard may be as simple as a few simple stick figures and arrows. As long as it gives you the information you need, you can prepare your storyboard in any way you see fit.

Music, Soundtrack

Music in advertising refers to music integrated into (mass) electronic media advertisements to enhance its success. Music in advertising affects the way viewers perceive the brand by different means and on different levels, and “can significantly affect the emotional response to television commercials.” It also affects the musicians whose music is featured in advertisements.

Here are 5 elements that music offers to enhance commercials.

1. Evokes Emotion

One of the reasons commercials love to use music is because music has the ability to evoke a range of emotions.

2. Creates a Story

A commercial’s success often relies on its ability to tell a story.

Stories are a relatable element between the audience and the brand. That’s why music plays such a crucial role in the storytelling process. Think about the last time you saw a TV show or a movie.

Whether the audience is paying attention or not, music offers cues to them that this moment is in the storyline is important, whether dramatically or subtly.

3. Sparks Action

Music has always been a source of inspiration.

Take a listen to any national anthem and how it fiercely inspires people to stand for a nation. Like mentioned before, music’s ability to evoke emotion and inspiration is a strong one. From motivating you to do better, or taking a stand against something, music is a catalyst for change and action.

That’s why commercials that want to promote, advocate, or a take a stand on a subject use music to help propel their message. With the brand’s intent, coupled with inspirational music, people can be moved to take action and inadvertently begin to talk about the brand.

4. Reinforces the Sale

Whether sparking action or creating a story, music is the undeniable factor to help push the brand.

Brands align themselves with an audience they want to represent.

In turn, the music they use for commercials has to fall in-line with their message. That’s why you hear gritty, electronic music in commercials geared towards a younger audience and more traditional, pleasant music for more mature audiences.

5. Meshes with the Brand

Ultimately, a brand wants to have a uniform image and consistency in order to properly sell to its audience. That’s why it’s imperative that every detail of their image has to be precise, including their music.

As mentioned before, the music a brand chooses for it’s commercial reinforces a sale and creates emotion.

It has to be a symbol of the brand; synonymous with it. The brand’s music choice has to be embedded into its target market’s culture. That’s why music has to mesh with the brand; they are mutually exclusive.