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Writing for Visual Media, 2nd Edition by Anthony Friedmann

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Ads and PSAs: Copywriting for Visual Media

5

Before television, there was radio advertising and film advertising in movie houses. You still see local ads in some movie theatres before the program starts. So the principle of selling time between programming for commercial messages grew up with the visual media. A format that is probably unique to television was developed to deliver short visual commercial messages very efficiently and effectively in breaks between programs. The air time was sold to advertisers to generate the operating revenue and profit for the television companies.

Television provides access to the majority of homes and, therefore, to the largest audience. Before television, few people had dealt with the pressure to communicate ...

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