Deck 5: Ads and Psas: Copywriting for Visual Media

Question 1

PSAs offer an excellent training ground for student scriptwriters.

Answer 1

True

Question 2

Dialogue is not itself __ __ __ ___ but a necessary component of it.

Answer 2

visual_ writing

Question 3

Banner ads can be compared to

A) intrusive pop-up ads
B) billboards, but with animation
C) an animated signature line
D) for sale signs placed in the front yard

Answer 3

B

Question 4

The color yellow is considered the element of outdoor advertising that receives the most response.

Question 5

Match each device with its explanation
-The riskiest device to use

A) Testimonials
B) Humor
C) Suspense
D) Special Effects
E) Kids

Question 6

Match each device with its explanation
-These can be real or fake

A) Testimonials
B) Humor
C) Suspense
D) Special Effects
E) Kids

Question 7

Match each device with its explanation
-Always creates an emotional response

A) Testimonials
B) Humor
C) Suspense
D) Special Effects
E) Kids

Question 8

Match each device with its explanation
-Can include shocking images

A) Testimonials
B) Humor
C) Suspense
D) Special Effects
E) Kids

Question 9

Match each device with its explanation
-Allows addition of elements that otherwise would be too expensive or impossible to create.

A) Testimonials
B) Humor
C) Suspense
D) Special Effects
E) Kids

Question 10

A visual metaphor for a Red Bull ad might be:

A) a group of lumberjacks chopping down trees, each with their own ax
B) two or more dogs growling at each other while playing with a stick
C) images of extreme sports showing skill, daring, and exceptional performance
D) A wolf running with the pack

Question 11

Infomercials are considered

A) some of the best training for scriptwriters who want to work in TV
B) a great way to fill up air time
C) a nuisance for daytime TV audiences
D) a fairly new television format that began with the emergence of cable channels

Question 12

Place the following elements that register with audiences in descending order of importance Product Illustration The color yellow Bright / cheerful colors Personal relevance Uniqueness Repeat exposure Catchy / clever

Question 13

The first and foremost rule of _____________is the language and sentence structure must be speakable

Question 14

Aristotle taught us how to persuade others to do something. (Choose all that apply)

A) appeal to ethical values
B) both 2 and 3
C) appeal to reason
D) Both 1 and 3
E) appeal to emotion

Question 15

____ is the riskiest device to use in commercials because it might not work.

Question 16

The movie The Phantom Menace is said to be 70% computer-generated.

Question 17

Many European commercial scripts are written with a sexier slant than American commercial scripts for the same product.

Question 18

Television advertising is media writing that needs a visual idea.

Question 19

Visual Writing is

A) is technical writing also.
B) found in Copywriting.
C) is not found in Copywriting.
D) found in most kinds of writing including scientific and mathematical.

Question 20

Television provides the greatest access to homes and has the largest audience.

Question 21

____ are an artist rendition of key frames of action in a script.