Fall 2014- Copywriting- Out-of-Class 2

Topics: |  Out-Of-Class 2  |  Process  |  Result  |

Out-Of-Class Assignment 2
Our second out-of-class in Copywriting was meant to teach us the different appeals. The prompts are as follows:

Your job, as chief commercial copywriter as Luzerne TV and WSFX is to produce the most appealing commercial that our client has ever heard/seen.

Your assignment is to select a product that you use on a regular basis.  It can be a personal care product like deodorant or toothpaste; a certain type of food that you enjoy, a particular brand of clothing that you wear; an automobiles that you drive.  You must use it / consume it regularly and have some knowledge about the product.

            Exercise 1

Write a :30 video or audio commercial that exemplifies the “Ethical Appeal” form of advertising persuasion.  As a media personality, YOU are the “good person” in the ad and are speaking to the audience.

            Exercise 2

Write a :30 video or audio commercial promoting the same product, from the “Logical Appeal” perspective.

           Exercise 3

Finally, utilizing the same product, write a :30 video or audio commercial from the “Emotional Appeal” perspective.

Process
Deciding on a product was the most difficult part of this project, for me. As a minimalist, I really don't use many products on a regular basis, that would also be interesting enough to write ads for. In the end, I decided to go with the Kindle, as the program for that device is hands-down the thing I use the most when I'm out and about.


Result
Ex. 1- Ethos

Client: Amazon
Writer: Eric Thomas
Length: 00:00:30

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Ex. 2- Logos

Client: Amazon
Writer: Eric Thomas
Length: 00:00:30

Ex. 3- Pathos

Client: Amazon
Writer: Eric Thomas
Length: 00:00:30