Sample Commercials
SCHWAB
The ad writer uses colloquial phrases and words: "all over the place"; "bunch of funds"; "putting off moving"; "this concierge person"; "all of that stuff"; "it was a breeze." Why? His audience is the "regular guy" next door. No fancy language. So the regular guys can trust him. Division is used throughout: "IRA, funds, paperwork, old firm, phone calls, questions, logistics, explanations." Cause-Effect is also used combined with comparison: without Schwab, things are a mess; with Schwab, all problems are solved. Note the antithesis: nightmare/opposite. Note also informal constructions, such as incomplete sentences: "literally"; "all of that stuff." Again, the target audience is the regular guy who wants to be talked to like a regular guy; no fancy language.
It was all over the place. Literally. An IRA here, a bunch of funds there. That's why we kept putting off moving. SCHWAB
The ad writer uses colloquial phrases and words: "all over the place"; "bunch of funds"; "putting off moving"; "this concierge person"; "all of that stuff"; "it was a breeze." Why? His audience is the "regular guy" next door. No fancy language. So the regular guys can trust him. Division is used throughout: "IRA, funds, paperwork, old firm, phone calls, questions, logistics, explanations." Cause-Effect is also used combined with comparison: without Schwab, things are a mess; with Schwab, all problems are solved. Note the antithesis: nightmare/opposite. Note also informal constructions, such as incomplete sentences: "literally"; "all of that stuff." Again, the target audience is the regular guy who wants to be talked to like a regular guy; no fancy language.
We thought it was going to be a nightmare. But actually with Schwab it was the opposite.
You get this concierge person. He did the paperwork, called the old firm for me, showed me around the website. All of that stuff. It was a breeze.
Switch to Schwab today. Your new concierge will handle the paperwork, phone calls, questions, logistics, explanations.
TYLENOL
In the following 2 ads, Tylenol is defined (put in the same class) as the "natural" (crying and eating)! Testimony includes talk shows, which "prove" this. Cause-Effect includes crying and eating, which gives relief; but also Tylenol, which gives relief in the same way! In this way, with few words, the two ads show that taking Tylenol is as "natural" as eating or crying!
(1) Talk shows prove it all the time. Crying releases stress. Feel better. Tylenol.In the following 2 ads, Tylenol is defined (put in the same class) as the "natural" (crying and eating)! Testimony includes talk shows, which "prove" this. Cause-Effect includes crying and eating, which gives relief; but also Tylenol, which gives relief in the same way! In this way, with few words, the two ads show that taking Tylenol is as "natural" as eating or crying!
SUDAFED PE
Note Cause-Effect: cold or allergies=pressure and stuffed nose. Note the redundancy (repetition) in the second paragraph: the first paragraph can be easily omitted. But the purpose apparently is to fit text to the visuals; otherwise the repetition would be pointless. So judging the text cannot be separated from its purpose, in this case as part of a TV ad. Cause-Effect is obvious, since Sudafed gives the relief the person wants. Note "medicine" is a general word! The ad doesn't want to mention the name of the medicine. It just wants to define it in terms of cause-effect: it gets the job done! That's all that matters! Then more Cause-Effect follows ("Sudafed gives you your head back") as well as Definition, implied in "where it belongs"; that is, having a cold is WRONG, but taking Sudafed is RIGHT.
Oh here it comes. The sinus pressure that always starts to build whenever I have a cold or allergies. Note Cause-Effect: cold or allergies=pressure and stuffed nose. Note the redundancy (repetition) in the second paragraph: the first paragraph can be easily omitted. But the purpose apparently is to fit text to the visuals; otherwise the repetition would be pointless. So judging the text cannot be separated from its purpose, in this case as part of a TV ad. Cause-Effect is obvious, since Sudafed gives the relief the person wants. Note "medicine" is a general word! The ad doesn't want to mention the name of the medicine. It just wants to define it in terms of cause-effect: it gets the job done! That's all that matters! Then more Cause-Effect follows ("Sudafed gives you your head back") as well as Definition, implied in "where it belongs"; that is, having a cold is WRONG, but taking Sudafed is RIGHT.
Oh, I need relief from this throbbing sinus pressure, the congestion. I feel so stuffed up. I just might blow.
Sudafed PE relieves sinus pressure and the medicine in Sudafed PE relieves nasal congestion in minutes.
Ah, okay kids. Let's turn to chapter 3.
Sudafed PE. Get your head back where it belongs.
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