Organizations: The Pitch, The StoryMedia categories for creative workKey organizationsThe pitchThe storyKey techniquesCharacters, plotCreative value of writingWell done writing can:Make clear the relevant surpriseExplain features/benefitsEntertain; make memorableAn ad very well written can entertain, therefore be memorable, therefore good chance for people to act2 ways of organizing ads that rely on writing, thinking in a narrative form:The PitchA case to makeThis ad makes a case for why you should buy thisSimilar to a term paper to propose a position and back it upDenotative, “reason why”Come right out and tell youSimilar to reason why advertisingSuch ads offer explicit reasons why you should consider this productCircular, expository organizationStart of saying the key point, then develop and substantiate, then come back and conclude with the same key pointPresents, expands on, concludes with key messageParts & Roles of a Pitch AdHeadline (thesis)Primary benefitOr intriguing comment of questionSubheadline (option…some pitch ads have it some don’t’)If it does, its very closely related to the headlineIf headline is primary benefit of product, then subheadline specifies itSubheadline would answer/clarify the question*very close relationshipBody (middle)FeaturesBody of the ad: you are supposed to list the features of the product or service that enable it to deliver benefitClose (end)Restates thesis (circular organization)Call-to-actionStatement of what you would like the viewer to do nextEx: “Call us today”, “visit our closest store”Pitch: ExampleAd for vacation in San FranciscoHeadline: “The World wasn’t created for your amusement”This headline is playing the role of intriguing commentEntices you to read moreSubheadline: “Just 46 squares miles of it”Clarifies the comment….46 is how big San Francisco isBody: features that make San Francisco a good place to vacationGo to museum, play, the bridge, beach, etc.Close: “If it is good times you’re after, visit San Francisco”That is the call to actionPitch: ExampleAd for JeepHeadline: It has a safety feature for most everything except for ____ ‘s RevengeTells you the car is safeBody: features making the Jeep safeEnergizing a pitchUnusual spokespeopleTypical pitch ads are written by generic people, so have it written from a very diff person (to make less boring)Unusual point of viewEx: Ad written from point of view from a mean boss who “turned into a goat for 3 days” for punishmentEx; Ad for McDonalds, headline: “Cheese.”Ex: video ad…Hulu brought by famous actor, saying TV is good for your brain , “Hulu is evil brought by aliens”The Story(Second way you can organize an ad)Emotive, connotative, dramatizeNot logical, try to pull on your heart strings, infer or imply what the benefits are (connotative…not denotative), stories try to dramatize the features and benefitsStructure(Very different from pitch)Beginning: “stasis”The start of a story is in the stage of “stasis”, a time where no one has a problem and everything is fineEx: laying in a field of grass after picnicMiddle: stasis upsetThis drives the storyNow there is a problemEx: rainstorm hits the picnicEnd: stasis restoredProblem is solvedIn ads, it is the product that helps restore this stasisKey message interwovenStory: ExamplePicture of a lovely couple at dinner ready to have a nice nightAd picks up where stasis is upset, Karen gets a phone call “bff emergency”, now there is a problem: will Karen end her date or blow off friend?Stasis is restored: Ad says the 3 of them go out together, bff says she wants to “clone her friends date”—all restored at CHARLESTON GRILLENote it says nothing about the menu, price, hours, etc. , this is because the key benefit of this ad is that it is a place where friends can have funNo headline or subheadlineBECAUSE IT ISNT A PITCHStory: ExampleAd for Accord WagonAd is talking to young men, tells a story that you can do whatever you want until you get married, the ad picks up about now that you’re married you have to drive to day car, then babysitter, then music lessons, etc. …so the problem is you feel like a taxi serviceTHEN, your little girl smiles and asks for the keys to the car…”you mine a well enjoy the trip”. She is finally is old enough to drive.Characters, plotWhat drives stories? Characters and plotMust pay attention to this to write a really good story adIf an ad is well written, you can get a clear idea of the characters (can be dogs, clouds, etc.)Characters need to be real and plausibleEven though it can be anything in an ad, must make sense within the storyPlot with a surprise at the endParticularly effective with dynamic mediab/c these messages unroll over a span of time, you can hide the end until the endCharacters and plot ExampleGirl speaking personally about how she can’t stop cursing, how it effects her public life …”food.com”, delivery service for food, “sometimes it’s just best to order in”Get the sense of her characterSurprise without plotPossible sometimes to have ad without a plot but still a surpriseEx: car driving through the greenery with nice music, then a man comes and screams in the camera“canned caffeine with coffee”Surprise with plotCharacters who do the opposite of what’s expectedEx: Christmas time and kids want presents, but Ad where a little boy is waiting for Christmas and bored, and it comes and really he was so excited to give his parents a gift, he runs right by his“for gifts you can’t wait to give” buy at John Lewisyou could have the story end in a way total different than you think its going to—“opposite resolution”Typical characters place in unusual situationsEx: Ad in the form of a security camera in a store, silent, then shows the man stealing the “world’s slimmest television”So slim you can’t see it in his arms until he goes out the doorUnusual characters placed in typical situation(opposite), can generate great surpriseEx: a dog jumps over fence to get in the little dogs hut in the rain to eat its food and be warm, then when its dry, dog hops over fence and pops the puppy’s ball and pees on it…puppy comes out of dog guide school and is able to get inside a place where no dogs are allowed, “give a puppy a chance to become a guide dog”To help the puppy!!!!Resolves with the dog being rewarded finallyEx: man walking through crowded room with kids in toy store, then man gets lead to a