1. Chapter 11
Creation of Advertisements and
Commercials
(Part.2)
Novrita Widiyastuti, S.Sos

2. Radio Commercial
• It can be used to create the most marvelous
WORD-PICTURES using the listeners’
IMAGINATIONS.
• With SOUND, there is not only the words
but the fact that the words can be dramatic
or humorous while SOUND EFFECTS and
MUSIC can create exactly the right mood.
• Types: Radio Spot & Adlibs

3. Radio
Elements in Radio Commercial:
 Script, containing the main message
 Music, to get attention
 Sound effect (SFX) to promote
imagination in the listeners mind
Radio can create a “theatre of mind” with
creative sound effect and music

4. Radio & TVC Terms
A. AUDIO
 FVO = Female Voice Over
 MVO = Male Voice Over
 SFX = Sound Effe(x)cts
 Music & Jingle
 ANNCR / AVO = ANnouNCeR

5. TVC Terms
B. VISUAL
 Camera  Zoom in / Zoom Out
 Visual Effects / Special Effect
 Super Impose: Copy
C. CONCEPT
 Storyline
 Storyboard