This document provides guidelines for writing television copy and analyzes a television advertisement for Pond's Flawless White skin cream. The advertisement tells the story of a woman whose skin becomes flawless within 7 days of using the product, helping her find love. It entertains viewers with its drama storyline while promoting the brand's message that white skin is a standard of beauty. The ad coordinates its audio and visual elements, reflects the brand's personality, and aims to build a campaign around the concept that "white is beautiful and flawless."
4. Guidelines for writing television copy
1. Use the video
2. Support the video
3. Coordinate the audio
with the video
4. Entertain but sell the
brand
5. Be flexible
6. Use copy judiciously
7. Reflect the brand’s
personality and image
8. Build campaigns
5. Use the video
• Yes, the ad of Pond’s
Flawless White (Love
Conquers All)
• The video supports
the product because
the storyline about a
woman’s story.
6. Support the video
• The ad presents a storyline that makes the
viewers know the greatness of ponds within 7
days.
7. Coordinate the audio with the video
• Yes, the audio supports the video (with the drama effect sound).
There’s no verbal communication. The music supports the video
in every situation, like when there’s a happy scene the music
plays happy tunes. When there’s sad scene the music plays sad
tunes. When Tom’s mother is angry, there’s a loud tunes.
8. Entertain but sell the brand
• The advertisement can entertain some viewers
(who love drama, ex: mothers & women ) and
sell the brand.
9. Be flexible
• Yes, this video is flexible for consumer and
customer (include the men who want to buy it
for their wife or women).
10. Use copy judiciously
• There’s no verbal communication in this ad but this
video is able to show this product works in 7 days.
(With a storyline that tells that the eviction will happen
7 days longer.)
11. Reflect the brand’s personality and
image
• Yes, the ad reflects the brand’s personality and
image with the concept “White is Beautiful”.
