Terrence 1

Tye Terrence
COMM 2405-001
Advertising
Professor Suya Yin

3/6/17, Monday

Writing Assignment 3

PART I: TV SCRIPTING

Script #1: Consumer Advertising TV Commercial

UDeltaU is a program that aims to provide support for underprivileged, under-resourced youth.
This includes after school homework help sessions, career training, behavioral counseling, and
family awareness.

The target audience of this commercial are single parents who may be realizing they need
additional help with adolescent children. It will not suggest that single parents are inadequate,
bur appeal to humanistic qualities. UDeltaU wants members to feel welcome and have a sense of
support that may be hard to get elsewhere. It would be ideal if parents, guardians, or teachers
would fell inclined to, at the very least, contact UDeltaU. As the company can work in
conjunction as sort of an add-on to existing programs, the services are flexible. This will be
used as the selling idea to get viewers to respond. In ths case, spreading the word, calling, or
donating will suffice.

The message will be delivered early during morning news shows when people are either getting
themselves prepared for the day, or their children. It was also air at night furing shows that the
target demographic will tend to watch. This is channels such as MTV, VH1, as well as other
news stations that air popular shows such as How to Get Away with Murder and Scandal. This ad
will have a tone that is youthful, educated and welcoming.

VIDEO
MOTHER 1: A WOMAN IS SEEN GIVING
A PRESENTATION AT WORK. WIDE
SHOT. ONLY HE BACKS OF VIEWERS
CAN BE SEEN
ENTIRE COMMERCIAL WILL BE IN
SLOW MOTION
AUDIO
SFX: INSTRUMENTAL OF, SAME OL
MISTAKES BY RIHANNA
ANNCR: We do the best we can. And
sometimes we feel like our best just isnt
enough. Here at UDeltaU, we believe thats
just not true. Your best is enough, but perhaps
you could use an extra set of hands

CU OF HER EXPRESSIONS AS SH ANNCR: or eyes

EPAUSES, LOOKS AROUND, AND
CHECKS THE TIME.
 Terrence 2

CUT TO MOTHER RUNNING FROM ANNCR: At UdeltaU, we offer afterschool

ELEVATOR TO CAR programs that included homework help, and
WIDE SHOT OF HER CARRYING TOTE activities that will help your child or teen
BAG, LAPTOP BAG; STRUGGLING learn to give their all. Or for those occasions
where you need just a little more time

SFX: HEELS CLICKING AS MOTHER

TUNS TO EXIT

CUT TO MOTHER GETTING IN CAR, ANNCR: We believe in safety and security

FRANTICALLY MAKING A PHONE CALL and understand that without either one, no one
WHILE DRIVING can succeed. Especially when thers already a
million other things to think about

CUT TO PAN OF CAR LURCHING TO A SFX: TIRES SCREECHING

STOP BECAUSE OF DISCTRACTED
MOTHER DRIVING.

PHONE FLIES FROM HAND

SHE RESTS HER HEAD ON STEERING

WHEEL TO SUGGEST STRESS/ANXIETY

CUT TO MOTHER PULLING UP TO

SCHOOL; WIDE SHOT

HER MIDDLE SCHOOL AGED CHILD

WILL BE SEEN SITTING OUTSIDE WITH
SOMEONE WHO WORKS AT THE
SCHOOL BEFORE CAR PULLS UP TO
BLOCK VIEW
ANNCR: At UDeltaU, we believe it truly
MOTHERS EXITS CAR AND RUNS TO takes a village to raise to raise our children.
HUG CHILD AND THANK STAFF The first way to get help is to not be ashamed
MEMEBER to ask.

CUT TO CHILD. CLOSE UP OF EYEROLL

AND EMBARRASSMENT AND SADNESS

CUT TO CHILD IN HOME SITTING AT
DINNER TABLE WITH ANOTHER CHILD
HIGH SCHOOL AGED
THEY ARE PLAYING AT THE TABLE
ANNCR: We can come to you, or you can
come to us. Help your local local school,
church, or other youth advocacy program get
the additional services they need.

CUT TO MOTHER SETTING PLATES ON

 Terrence 3

TABLE AND SITTING DOWN

SFX: WORDS FROM THE CHORUS OF
AS SHE LOOKS UP AT HER SMILING THE SONG WILL BEGIN TO PLAY AND
CHILDREN CONTINUE UNTIL END

CONTINUED SHOT OF FAMILY ANNCR: We know you can do it alone. But

ENOYING DINNER TOGETHER wed sure love to help. Call 609-491-3030 or
visit us on the web at udeltau.org. Well be
waiting.
FADE TO BLACK WHILE SONG PLAYS
AND LOGO APPEARS WITH CONTACT
INFORMATION

Grading Sheet for Script # 1

Grading Areas Maximum Points Earned Points

Video Script: 50 points

1 Use of camera shots, camera moves, and

transitions.
2 Creative use of storytelling, drama, humor.
3 Accurate presentation of format.

Audio Script: 50 points

1 Content of the script.

2 Clarity of ad message.
3 Effectiveness of storyline.
4 Creative use of sound effects.
5 Creative use of different characters.
6 Creative use of announcers voice over.

Creative Brief: 50 points

1 Thorough and complete discussion of

creative strategies for script design.
2 Clear and relevant explanation of rationale
for creative strategies.
3 Cover all the required topics for the
discussion.

Total 150 points

 Terrence 4

Script #2: Public Service Announcement (PSA) TV Commercial

UDeltaU is a new non-profit organization whose need arose from serious social issues. These
issues include homelessness, undiagnosed or misdiagnosed behavioral issues, unplanned
pregnancies, etc. This organization prides itself on filling in that gap in areas where there are
under-resourced populations.

Many times, these areas do not have the education to know what resources are available to them,
or they do not have any resources at all. UDeltaU will need people to know about the programs,
but more than anything, this PSA will aim to get people to donate. For the company to expand
and realize their dreams of having 24 hour live chat support and/or a few company vans to
transport social service workers and participating children to specialists, job interviews, etc
they will need more money.

This message can be delivered on the weekends when educators and most parents are home from
school and work. It will not only target single parents, as this is call to action for donations. The
tone of voice will be serious and somber and will tackle the issue of teen homelessness. This will
also serve as a proposition for organizations such as The Covenant House, whose values align
with UDeltaU. This could serve as a valuable alliance for the organization.

VIDEO
ECU OF A TEENAGE BOY IN WINTER
CLOTHING STARING INTO CAMERA
AUDIO
ANNCR: (male) We see them everywhere.
Sometimes they frequent our favorite places.
While other times, we see them places we
typically dare not go. If we are to make a
changegoing where we are afraid is a good
start

PAN OF A STREET FREQUENTED AND

LINED WITH HOMELESSNESS

CUT TO WIDE SHOT OF GROUP OF 6 ANNCR: Every year, more than 20,000
ADOLESCENT CHILDREN SITTING ON children will be forced into human
STAIRS OF A CHURCH trafficking.

CUT TO CU OF CHILD 2 (FEMALE) IN

TATTERED SHIRT ANNCR cont: and more than of former
foster children are homeless within the two
years after leaving their temporary home.
CUT TO WIDE SHOT OF CHILD 3 AND 4;
SUPPOSED SIBLINGS; CHILD 3 BEING
VISIBLY OLDER THAN CHILD 4. THEY
ARE STANDING ON THE PORCH OF AN
ABANDONED HOME. HOME WILL
 Terrence 5

HAVE BOARDED WINDOWS AND

OTHER INDICATORS OF
ABANDONMENT

ANNCR: so how did we let this happen?

CUT TO ECU OF CHILD 5 CHILD 5: I wasnt ready to live on my own

CUT TO ECU OF CHILD 6 CHILD 6: I ran away and couldnt find my

way back

CUT TO WIDE SHOT OF LINE OUTSIDE ANNCR: UDeltaU is a non-profit

OF HOMLESS SHELTER WITH
OCCASIONAL QUICK ZOOM, ECU OF
THE CHILREN AND ADOLESCENTS
DURING SLOW MOTION PAN OF LINE
organization that aims to intervene before
children and teens are sent out on their own.
By working in conjunction with other
organizations, we provide counseling and
career training for children ages 12 to 17. We
are a resource hub for individuals who may
have no other way to get the information they
need. We truly believe it takes a village to
raise our children

ECU OF CHILD 7 CHILD 7: so how can you help?

ANNCR: If you or anyone you know is

struggling with homelessness, give us a call at
609-491-3030 or visit us on the web at
udeltau.org. Donate now. Well be waiting.

CUT TO BLACK SCREEN WITH LOGO SFX: A BOOM WHEN THE LOGO
AND CONTACT INFORMATION APPEARS ON SCREEN

Grading Sheet for Script # 2

Grading Areas Maximum Points Earned Points

Video Script: 50 points

4 Use of camera shots, camera moves, and

transitions.
5 Creative use of storytelling, drama, humor.
6 Accurate presentation of format.

Audio Script: 50 points

 Terrence 6

7 Content of the script.

8 Clarity of ad message.
9 Effectiveness of storyline.
10 Creative use of sound effects.
11 Creative use of different characters.
12 Creative use of announcers voice over.

Creative Brief: 50 points

4 Thorough and complete discussion of

creative strategies for script design.
5 Clear and relevant explanation of rationale
for creative strategies.
6 Cover all the required topics for the
discussion.

Total 150 points

Grade Breakdown for TV Scripting

Assignments Scores
Script for Consumer Advertising 150 points
Script for Public Service Announcement 150 points
Total 300 points

PART II: RADIO SCRIPTING

Script #1: Consumer Advertising Radio Commercial

UDeltaU is a non-profit that is family focused. For the message to translate clearly, the company
will need to show audiences that they understand the daily hassles that parents and families go
through. The radio commercial will serve to reach all target audiences. This included not only
parents and guardians who can use extra help, but also schools, teachers, and anyone who may
know someone who could use the service, or those willing to donate.

The best time to air these commercial would be between the hours of 8-10a.m. as individuals are
driving the school bus, dropping children to school, or running early morning errands. We will
aim for R&B stations and stations that play oldies to reach an older audience. A gospel station
could prove effective as well.

The tone will be upbeat and warming to go with the feel of morning commute music shows. This
tone will be especially necessary to keep listeners tuned in, as a lot of information will be
provided.
 Terrence 7

CLIENT: UDeltaU
PRODUCT: Services we offer
TIME:
TITLE: Let us Help You
COPYWRITER: Tye Terrence
DATE:

SFX: HORN HONKING URGENTLY

SON: Bye, Mom!

MOM: But honey w!

SFX: DOOR SLAM

ANNCR Sometimesthere just isnt enough time. From the time we are young,
1(FEMALE): we learn to cherish the minutes of every day, and everyone warns us
how there will never be enough. And it turns out they were right

ANNCR 2 Children are a handful. We get it. But here at UDeltaU, well be your
(MALE): other hand. We work in conjunction with organizations such as the
YMCA, Boys and Girls Clubs, and schools in the area. This helps us
reach you a little easier.

ANNCR 1: We offer counseling for behavioral issues to children and their families,
as well as after school homework help, and career training for your
teenagers who may be struggling to decide what to do during or after
high school

ANNCR 2: Here at UDeltaU, our mission consists of the core values any parent
would want their child to have. Why? Because we are PROUD:
persistent, role models, outreach, unification, dedicated.

ANNCR 1: And what great values those are! Through community service work and
mentorship, you and your child can help be more active in
neighborhoods that are under-resourced and yield children that are
 Terrence 8

underprivileged. We all deserve a fair shot. Here at UDeltaU, we intend

to level the playing field.

SFX: HORN HONKING

DOOR OPENING

DOOR CLOSING

MOM: Hi, honey! Remember you told me you werent sure what you wanted to
do after you graduated? I made a phone call. I think I know just the
people to help you out!

SON: Great! Ill go get changed

ANNCR 2: UDeltaU. Where change begins with you. Donate, volunteer, mentor.
Call us at 609-491-3030 or visit us on the web at udeltau.org.

ANNCR 1: Well be waiting!

ANNCR 2:

Grading Sheet for Commercial Advertising Radio Script

Grading Areas Maximum Points Earned Points

Script: 100 points

1. Content of the script.

2. Clarity of ad message.
3. Effectiveness of storyline.
4. Creative use of sound effects.
5. Creative use of different
characters.
6. Creative use of announcers
voice over.

Creative Brief: 50 points

1. Originality of creative
strategies.
2. Thorough and complete
 Terrence 9

discussion of creative
strategies for script design.
3. Clear and relevant
explanation of rationale for
creative strategies.
4. Cover all the required topics
for the discussion.

Total 150 points

Script #2: Public Service Announcement (PSA) Radio Commercial

The values of UDeltaU include fairness for all. This is partially fairness in the distribution of
resources. Many times, people cannot succeed because they do not have the knowledge or means
to get the help they need. This includes monetary help at the surface, but also counseling and
intervention for troubled teens.

The goal of this radio spot would be to get people to donate, but to also make them aware of the
issues that can arise when people are not afforded equal access to education. It will appeal to
safety, love, and fear.

This PSA can be aired at various times, on various channels, as it targets adolescents and adults
aged 17 and up. There will be one generic and announce, and one who works with the
organization to show credibility and humanness.

CLIENT: UDeltaU
PRODUCT: Radio PSA
TIME:
TITLE: Juvenile Justice System
COPYWRITER: Tye Terrence
DATE: 3/6/2017

SFX: POLICE SIRENS

TIRES SCREECHING

JAIL CELL DOOR CLANK

ANNCR 1(MALE): Unfortunately, most of us can tell how that story just ended. A crime
was committed and law enforcement showed up to carry the
perpetrator to jail. What isnt mentioned in that story is that many
arrests are juvenile cases.
 Terrence 10

At UDeltaU, we aim to provide children and teens with the tools they
need so they will not have to resort to a life of crime.

ANNCR 2 (Jesus M. Hello. My name is Jesus Terson and I serve as assistant director of
Terson): UDeltaU. We are a new-non profit organization based in Burlington
County, NJ.

At the outset of my career, I worked as a Public Safety Officer at a

local college. Defying the odds of the foster care system, I had a
strong desire to make a difference in the lives of young people. As a
former Juvenile Detention Officer, I gained an understanding of what
today's youth need to be successful. I was able to speak firsthand with
many incriminated youth came to the conclusion, that somewhere
along the way, thy were failed by the community. At UDeltaU, we aim
to prevent that misstep. It takes a village to raise our children, and
there is no shame in asking for additional help.

ANNCR 1: Between 2014 and 2015, the rate of youth murder arrests grew from
2.3 to 2.4 arrests per 100,000. This number was reported by the FBI
for children ages 10-17. It is hard to imagine a ten-year-old being
arrested, but unfortunately it happens. But the community of dedicated
professionals and volunteers at UDeltaU believe with the proper care,
support and intervention, children can potentially skip this part of the
story.

JESUS: At UDeltaU, we are committed to developing leaders by encouraging

growth. We work with children who live in areas stricken by crime
and high dropout rates, not only in an effort to help them directly, but
to provide the tools necessary to pass this information to others. We
believe that children learn best from people who they feel are like
them, and want to cultivate an environment where they see alternative
options not as a dream, but as accessible. Call UDeltaU for more
information at 609-491-3030 or visit us at www.udeltau.org to see
how you can donate. mentor, volunteer, or join any of our resource
programs. Well be waiting.

Grading Sheet for PSA Radio Script

Grading Areas Maximum Points Earned Points

Script: 100 points

1. Relevance and importance of

 Terrence 11

the social issue.

2. Content of the script.
3. Clarity of ad message.
4. Effectiveness of storyline.
5. Creative use of sound effects.
6. Creative use of different
characters.
7. Creative use of announcers
voice over.

Creative Brief: 50 points

1. Originality of creative
strategies.
2. Thorough and complete
discussion of creative
strategies for script design.
3. Clear and relevant explanation
of rationale for creative
strategies.
4. Cover all the required topics
for the discussion.

Total 150 points

Grade Breakdown for Radio Scripting

Assignments Scores
Script for Radio Consumer Advertising 150 points
Script for Radio Public Service 150 points
Announcement
Total 300 points