Scenario 11-3
A 30-second TV spot for Ivory Soap 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)A copywriter came up with the idea to superimpose the words,"You Probably Know This-Litmus Paper Measures Alkalinity" and "You Probably Know This-The Darker,The Harsher." Considering the nature of this ad,which general guideline for television copywriting does this follow?
A) Using active words
B) Providing support for the unbelievable
C) Emotionally involving the reader
D) Using unfamiliar words

Question

Scenario 11-3
A 30-second TV spot for Ivory Soap 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)A copywriter came up with the idea to superimpose the words,"You Probably Know This-Litmus Paper Measures Alkalinity" and "You Probably Know This-The Darker,The Harsher." Considering the nature of this ad,which general guideline for television copywriting does this follow? 
A) Using active words 
B) Providing support for the unbelievable 
C) Emotionally involving the reader 
D) Using unfamiliar words

Quizplus · Accepted Answer

The use of the litmus paper and the superimposed statements about alkalinity and harshness provide support for the idea that Ivory soap is the mildest option. This follows the general guideline for television copywriting of providing support for the unbelievable, as it is a claim that requires evidence to be convincing to the audience.

Scenario 11-3 a 30-Second TV Spot for Ivory Soap Begins with a with a Strip