Panduan Menyusun Iklan TV

Presentasi berjudul: "Panduan Menyusun Iklan TV"— Transcript presentasi:

1 Panduan Menyusun Iklan TV
Prepared by Oktaviana Purnamasari, S.Sos, M.Si April 11, 2011

2 60” or 30”? Tidak ada panjang durasi yang ideal dalam iklan TV. Tapi sebaiknya sependek mungkin dan tidak lebih dari 60”, karena semakin panjang durasi iklan TV, semakin mudah orang untuk mengganti saluran /channel ketika menontonnya. “There isn’t an ideal length,” maintains John Hegarty. “It should be as short as it can be. I think there is a great mistake in our business that length equals better, when in fact the whole driving force of advertising is about reduction. I get seriously, seriously worried if anything goes longer than sixty seconds…”

3 How to sustain interest
Untuk memperhatahankan atensi audience terhadap iklan kita, sebaiknya jangan melakukan hal-hal yang berlebihan. Dalam arti: Gunakan single idea saja namun kuat pada cerita Jangan terlalu banyak menggunakan cut to cut Generally speaking, I find it’s good to sustain their interest by not doing terribly much”, reflects Hunt. “ Commercials I don’t like are those without much of an idea, that have shot after shot, cut after cut, multi-scene commercials which seem to me to be a total waste of money. As the great British art director David Holmes said, what’s wrong with a match striking for thirty seconds? It takes thirty seconds to strike and burn a match.

4 VO or no VO? Beberapa pakar iklan berpendapat, penggunaan super sebaiknya tidak digabung dengan VO. Sebaiknya dipilih salah satu saja, super atau VO yang dikombinasikan dengan gambar. “There’s nothing wrong with words in a commercial, there’s nothing wrong with dialogue in a commercial, and there’s nothing theoretically wrong with voice-overs”, Hunt says the best commercials are a combination of words and pictures. He expresses concern when voice-overs and supers are used to explain what’s going on, “because the commercial isn’t really working. If they’re used as a crutch like that, it’s a mistake.