You can provide distinct location names if any have been chosen or reference existing visual material such as a tile from a storyboard–some companies even include thumbnails in the visual column. For clarity, shots can be numbered in their order and you can indicate shot length in brackets like so: "(:05)". Write the visual cues in all caps and be as specific as you need to be. To repeat, anything visual will be in this column, from shots to graphics and on-screen text as well as camera directions such as close-up or wide shot. Reading your script, the client needs to know you are aligned with their brand and the objective of winning over potential customers. The visual language needs to be unambiguous and on point for the target market. The left column answers the question: what do viewers see? Compared to a screenplay, the information in the visual column is what you convey in scene descriptions and action lines with clear and concise writing. The heading contains all the important information about the spot or the project: Let’s go over what goes where! The Heading If you’re looking at a script for a TV commercial for the first time, you’ll notice it’s just a short informational header followed by two columns. Thanks to the format, the reader is also able to tell at a glance which elements are paired up together and are happening at the same time. Like a storyboard, the script gives an overview of events in sequence, though just as descriptions. ![]() A TV ad separates audio and visual to give a more precise sense of timing. A movie script alternates dialog and action lines, creating a varying pace. ![]() The pacing needs to be perfect, so a TV commercial script has to convey time well. There are two reasons for this: length, and timing.Ī TV commercial is short and you have to win over the target audience within 15, 30, 60 or 90 seconds maximum. Television commercials follow a much more concise format compared to feature films.
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