PSA REQUIREMENT

• PSA CONCEPT, RATIONALE

• PSA SCRIPT FOR RADIO

• PSA SCRIPT FOR TV (STORYBOARD)

PUBLIC SERVICE PUBLIC SERVICE ANNOUNCEMENTS (PSAANNOUNCEMENTS (PSA)

SPOTS Short Bursts (:30-1:00) of Information spaced between

and within programs.

3 types: Public Service Announcements (PSA), Program promotional Announcements

(Promos), Sales Advertisting (Commercials)

Program Promotion Spotsand Sales/Commercial Spots

Program Promotion Spots

• Promotes a show within a station• Generates excitement

for a product.

Commercial Spots

• Sells products• Sales Pitches• Creates needs

PSA – PUBLIC SERVICE ANNOUNCEMENTS

• Advocates a cause• Generally presents a “world”

problem that is gripping

Also• Promotes non profit organizations and their

activities;• Pushes for Donation, or Participation in

causes

LOGIC of the CONCEPT

There is a problem, WRONG VALUE SYSTEM (PROBLEM ID), caused by MEDIA ILLITERACY (SITUATION ANALYSIS), which needs MEDIA CRITICISM (Needs analysis),

and which tv/radio can address, best through the PSA.

OBJECTIVEThe PSA (objective) is intended to provide media literacy to the TARGET AUDIENCE

Classifications of commercials

• Uni voice/One person Commercials• Straight Commercials: basic one person,

one voice element only, with other sound elements as enhancers; usually live on air recording. Inexpensive to produce. Requires good copywriting; Voice by prominent personalities.

• Multi voice Commercials• Vocal variety; requires good copywriting

Classifications of AUDIO VISUAL commercials

• Musical Commercial• Uses music (usually melodies, rather

than lyrical); – Four distinct forms:» The pseudo sound effect» The slogan/sales point enhancer» The backdrop» The end-to-end lyric vehicle

Classifications of AUDIO VISUAL commercials

• Dialogue Commercials

• Normal conversation style; often overlapping in delivery; characterizations required; prod exposition is delivered in snippets; tendency to disorient audiences if characterization is not done sharply; character commentary that does the product exposition

• Dialogue or drama PSA : This is what we will do for our exercise.

Classifications of commercials

• Dialogue Commercials Example

• R: masakit tiyan ko.• X: first day?

• R: oo.kelangan ba talagang sumakit ito tuwing 1st day?

• X: aba hindi. Ako, umiinom lang ako palagi ng GO GIRL, at tanggal ang sakit ng period ko.

• R: gogirl?• X: Oo, GO GIRL. Mura lang siya.• N: GO GIRL, available sa lahat ng JUPITER

drugstore

What is SCRIPTING?

• “FIXES” the concept into a written form• Foundation or guide for the director and other

collaborators• Connects the listeners to the subject and the

objective.

Spot Writing

• Spot copy – accurately timed: 30 seconds or 60 seconds exact.– 30 seconds = approximately 65 words

• Copywriting – creating words to any writing of advertising materials, print, electronic, digital advertising.

Spot Writing

• Writing of Miniature dramas to capture attention, to hold attention and then pitch a solution then convince them to take some action.

Spot Writing

• One act writing:–Introduction, –Argument, –Climax/rise, –Punchline

• Elements (AIDA) –Attention–Interest–Decision–Action : Pitch a

solution

A I D A and Spot Purpose

• A - TTENTION

• I - NTEREST

• D - ESIRE

• A - CTION

• ATTENTION CALLING• INTRODUCTION– WHATS THE PROBLEM

• “SELLING THE SOLUTION”

• THE POINT• THE PUNCH

Classifications of radio commercials

• R: masakit tiyan ko.

• X: first day?• R:

oo.kelangan ba talagang sumakit ito tuwing 1st day?

• X: aba hindi. Ako, umiinom lang ako palagi ng GO GIRL, at tanggal ang sakit ng period ko.

• R: gogirl?• X: Oo, GO

GIRL. Mura lang siya.• N: GO GIRL,

available sa lahat ng JUPITER drugstore

• Elements (AIDA) –Attention–Interest

–Decision

–Action : Pitch a solution

Call to ActionPUNCHLINE

This is a crucial ending of your spot.

Other thoughts:PUNCH in the radio spot

– P – roduct specification (service/advocacy)– U – ser experience– N - otable competitive advantage (s)(need)– C – ost / value ratio (call to action)– H – eightened listener benefit (HOWs)

Rational and Emotional Attractions in Spots

– Rational Approaches that focus on:• S-afety• I-ndulgence• M-aintenance• P-erformance• L-ooks• E-conomy

Rational and Emotional Attractions in Spots

– Emotional Approaches that focus on:• P-eople interest• L-aughter• E-nlightenment• A-llurement• S-ensation• U-niqueness• R-ivalry• E-steem

Writing for Radio is

• Sound intensive:

– Sounds that conjure images– Sounds that recreate environments – and Sounds that provide emotions

– Choice of sounds, combination of sounds, intensity (loudness or softness) of sounds are crucial

Writing for TV is

• Image intensive:

– Sounds that conjure images– Sounds that recreate environments – and Sounds that provide emotions

– Choice of sounds, combination of sounds, intensity (loudness or softness) of sounds are crucial

• DOUBLE SPACED• TITLE:• PSA OBJECTIVE:• FORMAT: Target Audience• Name: TEAMmates

• • BIZ: STD. INTRO• MSC: THEME UP/OUT• • HOST: Mga minamahal naming tagapakinig! Sabado na naman po at magkakasama

tayong muli sa ating public service program na SUGPUIN ANG KORUPSYON! Ang palatuntunang ito’y hatid po sa inyo ng Cultural Center of the Philippines at ng Manila BroadcastingCompany – DZRH. Ito po ang inyong Kapanalig laban sa korupsiyon… Regie Espiritu!

• BIZ: CMMA PLUG UP AND OUT• MSC: THEME UP AND UNDER/OUT

• REGIE: Paalala lang po, aktibo ninyong kapartner ang Sugpuin ang Korupsiyon sa

• paghahalukay at pagsisiyasat ng mga anomalyang nagaganap sa ating lipunan. Wala po tayong kinikikilingan… wala tayong dapat katakutan.

• MSC: STINGER UP AND OUT• SOT: INTERVIEW WITH Major 2

TV Script Format

video• R:

audio• MSC: (Title: FADE IN)• SFX:– Stinger

• BIZ:• HOST/ANCHO

Script Format

SOUND CLASSIFICATION• MSC: (Title: FADE IN)• SFX:– Stinger

• BIZ:• HOST/ANCHOR:

SOUND INSTRUCTIONS FADE IN FADE OUT UP AND UNDER UP AND OUT CROSSFADE/MIX TO /

DISSOLVE TO SOT – SOUND ON TAPE REV

The (PSA) Drama Script

BRODORG COURSE REQUIREMENT

Write : PSA-DRAMA SCRIPT

• Write a concept paper with a rationale• Use THE LOGIC OF CONCEPT objective and the

Communication Theme Conference topics• Write a PSA-drama• Base your plot or storylines on any of the

topics;

LOGIC of the CONCEPT

There is a problem, WRONG VALUE SYSTEM (PROBLEM ID), caused by MEDIA ILLITERACY (SITUATION ANALYSIS), which needs MEDIA CRITICISM (Needs analysis),

and which tv/radio can address, best through the PSA.

OBJECTIVEThe PSA (objective) is intended to provide media literacy to the TARGET AUDIENCE

Write : PSA-DRAMA SCRIPT

• Use the target audience that you DID NOT use for netsim (If you had AB-15-25, you should use the CD 30-40)

• Email me your drafts for comments: let us keep a running thread of these drafts (reply, don’t do a new message).

Write : PSA-DRAMA SCRIPT ONGOING PROCESS, e-mail

• First draft : Before / Beginning FEBRUARY 9 • You can submit drafts which I can comment on, and which you can

revise and resubmit…until I write, “You are a GO for recording” or “Ok for recording” in which case you have a minimum 3.0 grade for the script.

• Attend the conference. Make appropriate last revisions based on your learnings.

• FINAL SCRIPT DUE MARCH 1, 11:59 midnight • Your Script at this point will be evaluated as your final script grade.

Only comments will be given for the scripts submitted on this day.