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

question 46

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 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

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Definitions:

Sodium Cyclopentadienide

An organosodium compound derived from cyclopentadiene, acting as a strong base and nucleophile in organic synthesis.

Relative Acidities

A comparison of the acid strengths of different substances.

pKa

A quantitative measure of the strength of an acid in solution, being the negative log of the acid dissociation constant (Ka).

Tropylium Ion

A positively charged ion (cyclic cation) with the formula C7H7+, known for its aromatic stability.