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

---

Definitions:

Roommates

Roommates are persons who share a living space such as an apartment or dormitory, but are not related by family or romantic relationships.

Conflicts

Disagreements or disputes between individuals or groups, often arising from differing opinions, goals, or values.

Cleanliness

The state or quality of being clean and free from dirt, impurities, or contaminants.

Communication Styles

The varied ways in which individuals express themselves and interact with others, often influenced by cultural, personal, and situational factors.