Scenario 11-3
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.Music plays in the background.The words "You Probably Know This.Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen.The litmus paper is removed, and it has turned a dark blue-green color."You Probably Know This.The Darker, The Harsher" is then superimposed.A series of cuts reveals litmus paper being lowered onto different bars of wet soap.In each case, the strip turns a dark color.The brand name of each bar of soap is superimposed underneath.Finally, litmus paper is lowered onto a bar of Ivory soap.The paper remains yellow.Three superimpositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."
-(Scenario 11-3) Which guideline for copywriting is most strongly demonstrated by this spot overall, one that is also important in radio copy and digital/interactive copy?
A)emphasizing the brand name
B)making the slogan a major component of the ad
C)using dialogue to gain interest
D)keeping the wording short and to the point

Question

Quizplus · Accepted Answer

The best guideline for copywriting that is demonstrated by this spot overall is keeping the wording short and to the point. The ad uses simple language and brief statements to convey the message effectively. The use of litmus paper and visual demonstrations instead of lengthy dialogue also supports this guideline.

Scenario 11-3 A 30-Second TV Spot Begins with a Strip of Yellow