# Advertising — Category

> Commercial scripts that sell products, services, or ideas. Different from narrative scripts in fundamental ways.

## What advertising is

Persuasive content with a commercial goal. Always serves a brand or product. Has a CTA (Call To Action) explicit or implicit.

## Universal advertising principles

### 1. Hook fast
- TV: first 3 seconds
- Web: first 1 second
- If hook fails, attention lost
- Visual + audio + intrigue

### 2. Single clear message
- One idea per spot
- Don't try to convey too much
- "If you can't say it in one sentence, the spot is unfocused"

### 3. Brand integration
- Product/brand visible
- Connected to message
- Not afterthought

### 4. CTA (Call To Action)
- What should viewer do?
- "Buy now", "Visit website", "Try free"
- Sometimes implicit (brand awareness)

### 5. Memorable element
- Tagline, jingle, character, situation
- Something to remember after viewing
- Distinctive

## The 4 types of advertising

### Direct response
- Specific action requested
- Discount, offer, urgency
- Trackable conversion
- Examples: "Order now", "Limited time"

### Brand awareness
- Build recognition
- Establish identity
- No immediate sale
- Examples: lifestyle brand films

### Brand love (emotional)
- Connect emotionally
- Build loyalty
- Story-driven
- Examples: Nike "Just Do It" ads

### Educational / Informational
- Teach about product
- How-to + product introduction
- Trust building
- Examples: software demos

## Universal structure (PSP+CTA)

Most ads follow Problem-Solution-Proof + CTA:

```
PROBLEM (3-5s)
- Viewer's pain point
- Relatable scenario
- Tension

SOLUTION (5-15s)
- Product/service introduced
- How it solves problem
- Demonstration

PROOF (5-10s)
- Why trust it
- Results, testimonials, features
- Differentiator

CTA (3-5s)
- What to do next
- Where to buy/learn more
- Brand sign-off
```

## Variations

### Story-driven
- Narrative arc
- Character experiences product
- Emotional resonance
- Brand at climax

### Product-first
- Hero product shot
- Features highlighted
- Less narrative
- Direct selling

### Comparison
- "Us vs them"
- Differentiator visible
- Risky (regulations)

### Testimonial
- Real users
- Authentic voice
- Trust transfer

### Manifesto
- Brand "why"
- Emotional, philosophical
- No direct sell
- Aspirational

## Length impact on structure

| Length | Structure |
|--------|-----------|
| 6s bumper | One image + brand |
| 15s | Hook + benefit + brand |
| 30s | PSP + CTA tight |
| 60s | PSP + emotional + CTA |
| 90s+ | Story + brand |

## Voice considerations

### B2C (consumer)
- Conversational
- Aspirational
- Emotional
- Direct

### B2B (business)
- Professional
- Benefit-focused
- ROI language
- Trust signals

### Premium
- Restrained
- Minimal copy
- Sophisticated visuals
- Less = more

### Mass market
- Bold
- Clear
- Inclusive
- Direct

## Compliance awareness

Advertising has rules:
- Truth in advertising
- Substantiation for claims
- Pharma / financial / alcohol restrictions
- Children's ad regulations
- Country-specific differences

## Pitfalls

- Multiple messages (dilutes)
- Brand absent until end (audience leaves)
- Generic stock-feel
- Weak hook
- Unclear CTA
- Wrong audience targeting
- Format mismatch (TV ad on TikTok)
