Broadcast/Cable Copywriting

by Orlik, Peter B.

• ISBN13: 9780205271436
• ISBN10: 020527143X
• Edition: 6th
• Format: Paperback
• Copyright: 1997-07-01
• Publisher: Pearson College Div

Summary

Orlik's Broadcast Cable Copywriting, 6/e is the latest version of what long has been the most widely used text for learning how to write all types of copy for the electronic media. The book addresses the basic rules and techniques common to audio/visual writing with a depth of coverage unmatched by its competitors, but without assuming any prior writing, production, or advertising experience on the part of the reader. The sixth edition constructs an expansive communication context for copywriting: from basic station IDs, to infomercials, to comprehensive campaign creation. Along the way, the text introduces students to hundreds of current and classic examples of effective copywriting, including scripts, storyboards, and layouts. The text's four part organization begins with coverage of the fundamentals common to all phases of radio/TV scripting. It then moves to two expanded sections on writing for the audio and visual media respectively. The final section focuses on designing and executing complete campaigns for both commercial and public service clients.

Table of Contents

List of Illustrations	xi	(4)
Preface	xv
PART ONE Copywriting Dimensions	1	(157)
Chapter 1 The Copywriting Marketplace	1	(14)
Freelance	2	(2)
Advertising Agency	4	(2)
Corporate In-House	6	(1)
Government/Institutional In-House	7	(1)
In-Station	7	(2)
Other Employment Options	9	(1)
Continuity--The Copywriter's Main Product	9	(1)
Portfolio Creation	10	(3)
Endnotes	13	(2)
Chapter 2 Copywriting and the Communication Process	15	(11)
Communication Fundamentals	15	(3)
The Radio/Television Communication Process	18	(7)
Endnotes	25	(1)
Chapter 3 Tools of Our Trade	26	(28)
Print Punctuation Versus Radio/Television Punctuation	26	(10)
Tools to Read/Consult	36	(3)
Tools to Pound on, Write with, Write on	39	(3)
Time--The Tool That's Master of All	42	(10)
Tooling Up	52	(1)
Endnotes	53	(1)
Chapter 4 Rational and Emotional Attractions	54	(35)
Rational Attractions	55	(10)
Emotional Attractions	65	(20)
A Plan for Rational/Emotional Proportioning	85	(2)
An Appeals Addendum	87	(1)
Endnotes	87	(2)
Chapter 5 Making Sense of Our Audience	89	(23)
Audiences and Attitudes	89	(8)
Progressive Motivation	97	(13)
Psychographics	100	(10)
An Audience Sense Summation	110	(1)
Endnotes	111	(1)
Chapter 6 CDVP Factors	112	(46)
Creation	112	(9)
Definition	121	(15)
Validation	136	(8)
Prohibition (Regulatory)	144	(4)
Prohibition (Stylistic)	148	(6)
A CDVP Reassurance	154	(2)
Endnotes	156	(2)
PART TWO Radio Copywriting	158	(115)
Chapter 7 Key Elements of Radio Writing	158	(32)
Standard Radio Format	160	(2)
Productional Terminology	162	(3)
Using Sound Effects	165	(2)
Using Music	167	(4)
Using Silence	171	(2)
The Radio Copywriter as Poet	173	(2)
Poetic Packaging	175	(3)
Other Techniques for the Radio Poet	178	(10)
Radio's Essence	188	(1)
Endnotes	188	(2)
Chapter 8 Radio Commercials	190	(45)
Commercial Noncopy Data Block	190	(3)
Generic Classification of Radio Commercials	193	(17)
Putting 'PUNCH' in the Radio Spot	210	(5)
The Ten Radio Commandments	215	(18)
Commercial Conclusions	233	(1)
Endnotes	233	(2)
Chapter 9 Additional Radio Endeavors	235	(38)
In-House Noncopy Data Block	235	(1)
IDs and Transitions	236	(7)
Program Promos	243	(2)
Outlet Promos	245	(3)
Enhancers and Features	248	(2)
On/Off-Air Listener Participations	250	(6)
Interviews and Semiscripts	256	(4)
Special Commercial Challenges	260	(12)
Endnotes	272	(1)
PART THREE Television Copywriting	273	(132)
Chapter 10 Key Elements of Television Writing	273	(48)
Television Conceptual Vehicles	273	(19)
A Bubble about Animation	292	(8)
Basic Television Production Methods	300	(3)
Television Productional Terminology	303	(14)
The Audio-Video Coalition	317	(3)
Endnotes	320	(1)
Chapter 11 Television Commercials	321	(41)
TV Commercial Noncopy Data Block	321	(2)
Compulsory Demonstrability--The D.D.Q.	323	(9)
Getting Recognized and Remembered	332	(1)
Video, DR, Infomercials, and Co-Op	333	(9)
Retail and Business-to-Business Pitches	342	(10)
The Storyboard Presentation	352	(5)
Avoiding the Storyboard	357	(3)
Endnotes	360	(2)
Chapter 12 Additional Television Endeavors	362	(43)
In-House Noncopy Data Block	362	(1)
Outlet IDs and Promos	362	(6)
Program Promos and Trailers	368	(11)
Interviews and Semiscripts	379	(4)
Corporate and Trade Presentation Events	383	(4)
Other Specialized Venues	387	(11)
Casting and Voice-Over Considerations	398	(5)
The Joy of Visual Selling	403	(1)
Endnotes	403	(2)
PART FOUR Campaign Copywriting	405	(80)
Chapter 13 Radio/Television Campaign Construction	405	(45)
Isolating Brand Character	405	(8)
Concept Engineering--Fashioning the Campaign Proposal	413	(16)
Proposal-Related Activities and Implements	429	(4)
Five Case Studies	433	(13)
A Campaign Conclusion	446	(2)
Endnotes	448	(2)
Chapter 14 Public Service Campaigns	450	(35)
The Three Hallmarks of Successful PSAs	451	(5)
Building on Audience Wants	455	(1)
PSA Format Conventions	456	(3)
PSA Noncopy Data Blocks	459	(2)
Ten Public Service Postulates	461	(16)
Campaign Case Studies	477	(4)
What's in It for the Copywriter	481	(1)
A Final Word from the Soda Bar	482	(1)
Endnotes	483	(2)
Index	485