COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
5 HOURS
15.03
December2013
Purpose:
Radio, TV and internet advertising are staples of video production. Clients will
often employ production companies to develop, create and produce advertisements
to create commercials promoting their products and services.
Terminal Performance Objective:
Given theory and information on a selected business, the student will write a :30
second commercial according to the rubric .
Related PA Core Standards:
Reading for Technical Subjects: CC.3.5.9-10, 11-12.A Cite specific textual
evidence to support analysis of science and technical texts. CC.3.5.9-10, 11-12.B
Determine central ideas or conclusions of a text, summarizing/paraphrasing with
accurate terms.
Writing for Technical Subjects: CC.3.6.9-10, 11-12.A Write arguments focused
on discipline-specific content. CC.3.6.9-10, 11-12.C Produce clear and coherent
writing, appropriate to task, purpose, and/or audience. CC.3.6.9-10, 11-12.D
Develop/strengthen writing as needed by planning, revising, editing, rewriting.
Math: Non-specific.
Safety Factors:
All general program/lab safety rules and procedures must be followed.
Learning Activities:
1. Attend theory/lecture.
2. Complete worksheet with by selecting 1 of the provided scripts and formatting it
according to the radio script format template.
3. Select 1 of the listed products, businesses or services listed and write an original
:30 second commercial.
 The script must include at least one voice/character, sound effects and music.
 The script will be assessed according to the attached rubric.
 Student must score 80% or greater to achieve mastery.
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COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
CMK 3/7/2016
Resources Required:
“Radio Clients List.” Instructor-created material. Berks Career and Technology
Center.
“Radio Format Template.” Instructor-created material. Berks Career and
Technology Center.
“Sample Scripts.” Instructor-created material. Berks Career and Technology
Center.
COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
CMK 3/7/2016
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Evaluation Criteria:
Radio Format Worksheet completed with 100% accuracy. ___________
Radio Commercial Script
0
1.
Script follows the proper format.
2.
Script contains at least 1 music bed.
3.
Script contains at least 3 different sound effects that
enhance the message.
4.
Script demonstrates a level of creativity.
5.
The script is written so that it is able to be produced.
6
The script is no longer than :30 seconds in length when
read aloud.
7.
Script met deadline.
Total:
1
2
3
4
5
N
A
/35(x2) points
Final Total:
/70 points
Scoring Legend:
5—Highly Skilled—Can perform job with excellence.
4—Skilled— Can perform job with no additional training.
3—Moderately skilled—Can perform job but requires additional practice.
2—Limited skill—Has performed job during training program; additional training is required to develop skill.
1—Unskilled—Is familiar with process, but is unable to perform job.
0—No exposure—No information or practice provided during training program.
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COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
CMK 3/7/2016
SAMPLE RADIO AD FORMAT
Production Note: Use this to identify elements, which are present throughout the commercial (e.g. All
talents speak with a 50's accent).
MUSIC:
MUSIC IS ALWAYS CAPITALIZED AND UNDERLINED
SFX:
AMBIENT NOISE TYPICAL OF AN OFFICE. THIS IS SOUND
EFFECT. WRITTEN IN CAPS.
JACK:
Hi my name is Jack. Name is written on the left side. Whatever I say or do
is written on this side. I need to call my wife. (Fading off) Where is the
phone...
SFX:
AMBIENT NOISE IN APARTMENT. TV IS ON. SOUNDS OF DISHES
BEING WASHED. THIS IS SOUND EFFECT. WRITTEN IN CAPS.
JILL:
I am another character. The same format applies here.
(SFX: LOUD PHONE RING. THIS IS SOUND EFFECT. WRITTEN
IN CAPS.
JILL:
INDENTED WHEN WITHIN A SCENE).
Huh, (PLATES HIT THE FLOOR. SFX WITHIN DIALOGUE
WRITTEN HERE). Oh, the phone scared me! Hello?
JACK:
Hi Jill. I am going to be late tonight.
MUSIC:
SAD INSTRUMENTAL UP AND OUT
ANNCR:
I am the announcer. Typically the spokesperson for the product.
COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
CMK 3/7/2016
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COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
CMK 3/7/2016
RADIO SCRIPTING
Directions: Choose from 1 of the following scripts and format it according to a radio commercial script
format. Include characters/voices, type(s) of music and type(s) of sound efx. Be sure to
keep in mind your audience when developing your script to make sure your elements are
appropriate.
Real Estate:
Voice: Gender Male or Female
Length :30
Target Audience: Young families, established homeowners that want to move up
Character / Narrator: Neighborly, genuine sales representative
Vocal Direction: Jovial, permanent smile, more than happy to please
Suggested Music: Synthesized suburbia! Suave, moving up the ladder music
Suggested Sound Effects Bicycle bell, birds, hammering in a nail, chain saws
Getting that promotion at work must feel good. Why not celebrate moving up by moving to Summerset
Hills? The neighborhoods of Summerset Hills are now entering into their third phase of building!
Choose from dozens of single-family homes on pie shaped lots tucked away on Lilies Fair Court, perfect
for young families and parents who want a safe and secluded street on which to raise their kids. With
homes selling quickly, you’d better act now so that you can move into your dream home before the first
snowfall! Open houses are being held every Saturday and Sunday from 12 until 4. To learn more about
the Summerset community, visit our website online or call 555-3125. Summerset Hills: move in today
and stay for a lifetime.
Surf Shop:
Gender: Male or Female
Length :30
Target Audience: Teenagers and college students
Character / Narrator: Sales Representative
Vocal Direction: Dude, valley girl, exaggerated sound
Suggested Music: Surfer music, upbeat, fun in the sun feel
Suggested Sound Effects: Waves hitting the beach, wind flapping a towel
Ready for some fun in the sun? Not without our oversized beach towels! Scott’s Surf Shop has
everything to cover you at the beach, including swimming apparel, sun block, scuba gear, flip flops, and
oversized beach towels made with shake-away technology that makes sure you leave the beach at the
beach. Before you drive to the cottage, stop by Scott’s Surf Shop to start your summer off right.
COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
CMK 3/7/2016
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Radio Scripting
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Spring Break:
Gender: Male or Female
Length :30
Target Audience: Teens, college students planning a spring vacation
Character / Narrator: College student in Canada or other winter locale
Vocal Direction: Tantalizing, energized, hyped, direct
Suggested Music: Popular, Top 40
Suggested Sound Effects: Skiing sound effects, hot chocolate being poured into a mug, ski lift
Lazing around watching television, doing homework, painting the house… whatever (Sarcasm)! It’s
Spring Break!
Wouldn’t you rather be dodging moguls and coasting down ski hills in Canada’s Great White North?
We've teamed up with our snow-crazed sponsors to bring you the coolest winter holiday package EVER.
Qualify to win one of three Great White North prize packs for you and 20 of your closest friends.
Are you king or queen of the hill? Find out this Spring Break! Enter the Great White North contest
online, at www. SkiGWN.com or call us toll-free at 1- 888- 555-5555.
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COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
CMK 3/7/2016
RADIO CLIENT LIST
Directions: Select one of the clients from the list below and using the information given, create an
original 30 second radio commercial script. You will have 2 class periods to complete this
assignment; otherwise you’ve missed your deadline. Your script will be graded according to
the rubric below. Be sure to follow the radio script format; include production notes,
voices/characters, music and sound effects. When selecting music and sound effects, select
actual music tracks using the stock music library we have in class or in Audition. You will
be using this script to record, mix and produce your own commercial, so be creative!
Client List:
1. Eagle 106
Business: Rock Radio Station
Audience: Ages 25-45
Call letters: WEAX FM
Promotions: The radio sponsors weekly contests where online listeners can win tickets to concerts.
Website: www.eagle106.com
Purpose for commercial: Eagle 106 wants to attract listeners to check out their radio station and
listen to the station online during work hours.
2. Valley View Honda
Business: New and Used Car Dealer
Audience: Ages 21-30
Promotion: Valley View Honda is giving recent grads a rebate based on their grade point average.
4.0 = $4000 cash back
3.0 = $3000 cash back
2.0= $2000 cash back
Website: www.vvhonda.com
Purpose for commercial: Valley View Honda wants to target recent college grads and young
professionals who are looking to purchase their first new car.
3. Teatherwood Golf Course
Business: Miniature golf course
Audience: Families with young childern
Promotion: Free round of golf for families
Location: At the corner of Main and Market
Purpose for commercial: Teatherwood is promoting their grand opening on May 1st. They have
18 holes of fun, championship miniature golf
4. “Video Game” – Video game of your choice
Business: Video Game – Electronic Arts
Audience: Gamers ages 15-35
Promotion: New game
Website: www.EA.com
Purpose for commercial: EA Sports, in conjunction with GameStop is holding a promotion where
they will open stores at midnight on November 10th to sell the new video game.
COMMUNICATION MEDIA TECHNOLOGY
15.03 WRITE A RADIO COMMERCIAL
CMK 3/7/2016
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