It helps to understand various persuasion modes, understanding the goals and objectives of every informational video.

1. WRITING FOR
COMMERCIAL VIDEO
Dr. J.JANARDHAN
Assistant Professor
Dept. of Digital Filmmaking
Jain University

2. ,
COMMER
CIAL
VIDEO?
A commercial video is a short-form video that
briefly describes your product, service or brand
promise.
The objective is to build up brand loyalty and
inspire a call to action

3. INFORMA
TIONAL
VIDEO
 Corporate video
 Training
 Promotional
 Industrial
 Marketing and the Audio Visual
All of these forms of videos convey information
For that reason, it is prefer to call whatever
writing and producing an informational video.

4. MAIN
CONSIDER
ATIONS
 Should limit to three or four at most
 Uses a different set of tools:
Specify shots
Graphics & Animation
 Often it is presented by a narrator or voice
over, or both.

5. MAIN
CONSIDERA
TIONS
 Remember that we're writing for the ear, not the eye
 it's still important to observe grammar, spelling, and
punctuation rules.
 Proofreading is a must

6. GOALS &
PURPOSES
 To motivate someone to do something
 To train someone to do something
 To simply inform them of new information
When we motivate someone, what we're really doing is
persuading them.

7. PURPOSES
To train someone
Provide them with step-by-step instruction
To educate them on some new material
Give them a sense of why they're learning this
information now

8. MODES OF
PERSUATION
Three modes of
persuasion that we use
are:
Logos (Head)
Ethos (Hands)
Pathos (Heart)

9. ANALYSING
AUDIENCE
The scriptwriting process starts
with asking questions
Lots of questions.
Firstly, who is the audience?
Secondly, what is the need?

10. AUDIENCE
DEMOGRAPHICS
Those are quantifiable measures
Age
Income
Gender
Occupation
Education

11. ASK YOURSELF?
 How will the video be seen?
 Where will it be seen?
 How will the audience absorb it?
 Will this be seen on the web only?
 Are you doing this strictly for YouTube?
 What'll be seen in the meeting?
This will help you tailor the language in your script to
meet the need of the video.

12. DETERMINING THE LOOK
 Try to limit videos to five minutes or less
 If you need your video to be longer
 Consider making several short videos versus one long
video

13. PREPARIN
G TO
WRITE
 To pre-interview your subject matter experts
 To ask whether or not the CEO will be in the
video.
 Specialized budget for Narrator, Artists?
 Who all needs to approve the script?
 How they're going to approve that script
Take the whole crew out there
The steps to preparing to write need not take a
lot of time

14. START WITH
AN OUTLINE
 We just describe what is happening in terms of action.
 In an outline, we're concentrating on the content rather
than the visual aspect of it.
 it's best to use bullet points
 Present the outline to the client
 Make sure that
everyone's making the same movie

15. WRITING
FIRST DRAFT
Good writing evolves from
rewriting
The music should be energetic
Our first scene should take place outside
Follow the three modes of persuasion:
Logos, Ethos, Pathos.

16. PRESENTING
DRAFT
Pro. -
Empowers
Focus on spoken Word
Notes
Translate jargons
Describe the Visuals, Music
emotions
Con.
Distractions,
Focused on Printed Word
Reading a head (or
behind)

17. COMMERCIAL
GENRE
Price & Item, Testimonial
Voice on Camera,
Product Comparison
Institutional /
Slice of life mini movies

18. Kanardhan
COMMERCIAL WRITING GUIDELINES
 Use adjectives sparingly
“Nothing is great”,
“Men will be men”
“Definitely Male”
 Use action verb: Avoid helping verbs
 Call to action: Call now, Buy now, Test it
and start use it…

19. WRITING
FOR
PUBLIC
SERVICE
ADVERTISE
MENTS
Many effective PSAs have been simply music and
pictures or music and text.
The format can be the same as it is in commercials
Either two column or the video script format.
it may or may not have a call to action

20. TWO
COLUMN
SCRIPT
 Two columns, so many rows
 Divide the page into VIDEO and then AUDIO columns
 There's no hard and fast rule for Video is on left
 Audio is on the right
 Header opens up
 Title and then Draft Number
 Date and Writer Name
 Add a page number

21. TWO
COLUMN
SCRIPT

22. THANK YOU