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

question 16

Multiple Choice

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 super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."
-(Scenario 11-3) Which of the following guidelines 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)Constructing an axis
• D)Keeping the wording short and to the point

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Definitions:

Noise

Unwanted or disruptive sound or other forms of interference that impair communication or concentration.

Status on Communication

The role or position of an individual's communication within a social or organizational hierarchy, which can influence the exchange and interpretation of information.

Hierarchical Organizations

Structures where various levels of authority and a downward flow of commands characterize management and operational processes.

Corporate Cover-ups

Deliberate attempts by a company to hide or deny wrongdoing or failures, often to preserve public image or avoid legal consequences.