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)Which of the following guidelines for copywriting (as well as for radio copy and digital/interactive copy)is most strongly demonstrated by this spot overall?
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

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)Which of the following guidelines for copywriting (as well as for radio copy and digital/interactive copy)is most strongly demonstrated by this spot overall? 
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

Quizplus · Accepted Answer

The spot overall demonstrates the guideline of keeping the wording short and to the point. The ad uses concise language and simple visuals to communicate the message that Ivory soap is the mildest soap, without relying heavily on a slogan or emphasizing the brand name excessively.

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