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TV Commercials: How to Make Them by Ivan Cury

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Commercial production utilizes some of the most creative minds in the world. Their task is to create little messages intended to capture the attention and then appeal to the fantasies and desires of a wide and varied audience whose program they've just interrupted. They have no time to leisurely set the stage or mood. There's no time to introduce or develop characters or plot. In spite of this, their message must instantly appeal to the viewer, remain in the viewer's mind, and impel the viewer to go out and buy or use something they weren't thinking about at the time of the interruption. It's no wonder that many different skills are called upon to create eye- and ear-catching concepts in television's very cluttered marketplace. ...

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