In our scripts we noted down various tag lines that the voice over will say during the sequence.
Advertisement One.
-"So, flick the switch."
-"Tired of boiling your water?"
-"Need that tea pronto?"
-"Longing for your special brew?"
-"Well look no further, as kettle and co brings you the all new and exciting... Electric kettle."
-"Kettle and co...Its time to push the button."
Advertisement Two.
-"Gas Problems?"
-"Buzzing Socialite?"
-"Need that caffeine fix!?"
-"Tired of waiting?"
-"Its time to push the button"
-"So flick the switch"
-"Kettle and co...Its time to push the button"
Analysing Script.
When creating the script we wanted to make sure that all tag lines we used, were straight to the point and clear. If tag lines are unclear in any way, it will be hard for the addressee to understand what the advert is trying to sell to you. With tag lines such as "So, flick the switch" it is commanding the viewer in doing something. We see this in a lot of adverts today, commanding the viewer to do something, or think something is essential when trying to sell the certain product that you are selling. For example, most popular advertisements use the technique of getting the addressee to CALL NOW ON...... this is also a command. It is telling the watcher to do something directly, if they want to get to this product.
Our main technique when creating the script was to reach the addressee on a personal level. Using questions in the script gives the viewer a sense of belonging in the advert, and makes him/her feel part of what you are selling. In our script we used questions many times, in a bid to reach our target audience on a personal level. For example, we use questions like,"Need that caffeine fix?" and "tired of waiting?" These both act in a way that really communicates to the viewer. Other examples are "need that tea pronto?" and "longing for your special brew?" Both of these also communicate with the viewer, as they are not just pushing the product in their faces and telling them to buy it. They are asking them questions which `suggest` the product to them. Questions that if answered correctly all lead to our product. Why else would we ask them?
Our main catchphrase of the product was "ITS TIME TO PUSH THE BUTTON!" In saying "ITS TIME," it suggests that a long and awaited moment has come. It is finally time to push the button, and the addressee can be a part of this. We do not ask the question here, "Is it time to push the button?" because this gives the opportunity of the viewer to turn down our product. We have switched to a command here, telling the viewer that it is time to push the button. It is essential to be assertive at this moment of the advert, as it comes at the end of the advertisement and viewers will therefore be listening carefully. We also did not want to make the catchphrase to complicated, so we simply though that telling the addressee straight and to the point what it is we want them to do. And that is to push the button, and by doing so they make that change from gas to electric, which is also another one of aims of the advertisement. Once the viewer has gone electric, they have a choice to buy our product.
