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Story type of TV commercial presentation


It conveys commodity information or labor information in the form of storytelling. It has characters, dialogues with characters, simple plots, actions and detailed descriptions, such as a "sulfonamide" TV commercial in the United States:

DuPont Chemical Treasure TV Advertising


1. Medium and long distance shooting: A solid oak door, the camera opens itself, the door opens itself, and the camera brings our sights to the door. Here is the specimen room of DuPont. We saw rows and rows of bottles and cans of various shapes. Light energy of different brightness is applied to the bottle to create a dramatic effect. At this point the camera is pushed to a specimen table.

Narrator: This is an amazing house, referred to as the "specimen room" - located in the Jackson Laboratory of DuPont Chemical Company. There is a large amount of chemicals stored here. These medicines are stored here after they are used. But experience has shown that they will be activated someday – perhaps for the amazing benefits of mankind.


Narrator: Let us now give a separate introduction to a drug. --This is it.

2. Dr. Palin H. Lange from Johns Hopkins Hospital is instructing his secretary by phone in his office.
Narrator: This was started in the office of Dr. Palin Lange of the Johns Hopkins Hospital in 1936.
Dr. Lange: Ok, thank you, Bob.
Hey, what did you just say?
secretary:
Delaware Wilmington DuPont:
Dear Sirs, we used iminobenzenesulfonamide to conduct experimental studies on hemolytic streptococcal infection in white mice...

You just said this, Dr. Lange.

Dr. Lange: Well, we have proof that this medicine may also be valuable for treating this disease in the human body. Do you have this medicine on hand?
3. The laboratory assistant is looking through the files.

Narrator: At DuPont, people are looking for this chemical. On a card that reads 1929...


Narrator: This drug was originally researched for use as a dye, and later found that other dyes are better...
4. Insert: A fixed shot of the medicine rack, one hand took the sulfa drug bottle from the shelf and left the background.
Narrator: Since then, the drug has not been used in other applications, and it has been stored until today to be given to Dr. Lange.

5. Take a close-up shot of Dr. Lange and another person is looking at the chart. The background is a typical biological laboratory. The man stopped observing the chart and thoughtfully picked up an empty can.
Narrator: The experimental results of Streptococcus infection in white mice were very successful. Dr. Lange decided to expand into human experiments. Unfortunately, all the drugs DuPont sent have been used up. He is calling to ask for some more medicine...
6. The laboratory assistant and another person - a DuPont company head is in the office.
Lab Assistant: Sorry, there is no more than one gram of medicine in the specimen room.
Responsible person: But Dr. Lange still needs a pound of medicine, so we have to think about it for him.
Laboratory assistant: But this way we have to stop other work...
Responsible person: Yes... But this is a major event to save lives. Let's still meet his arrangement, how?


7. Dr. Lange is watching a medical chart with another doctor in his office.
Dr. Lange: The effect is amazing! It is a miracle in the treatment of peritonitis, blood poisoning, scarlet fever and ear ulcers.

.

Narrator: This newly discovered wonderful drug can attack and destroy the infectious diseases that have plagued humans for many years.

8. In the specimen room, the camera holds a vial on the camera frame, and the bottle contains sulfonamide.
Narrator: Now you know the short name of this medicine.

9. There are only two words, "sulfonamide".
Narrator: Sulfonamide!

10. Beginning with the word "sulfonamide", the camera is taken away from the vial and pulled back out of the house.
Narrator: The manufacturing of sulfonamides was finally received by pharmaceutical companies. However, this incident once again demonstrates the long-term power of DuPont's decision to protect its research.

Narrator: Because, who can say what is sealed today, will not have unpredictable effects tomorrow?
11. Oval DuPont logo.
Narrator: Through chemistry, it produces beautiful things for creating a better life.

The advertisement on the top can be said to be a concentrated story type, that is, the story is concentrated and broadcasted once. There is also a story-based TV commercial, which is a series of stories that are broadcasted in several stages to achieve long-term appeal to consumers.
For example, in 1990, McCain Erickson Global Advertising's London division created a commercial film created by its New York office. This commercial is an instant coffee that promotes the Nestlé brand name "Taster's Choice". It is a set of stylish campaign feature films.
The protagonist of this coffee advertisement is a pair of young men and women, played by two professional actors.
The men and women in the TV show appeared in front of the audience at the end of 1990. The woman accidentally knocked on the man's door and asked for a little coffee, so the two met.
The second in-stream ad depicts the woman returning coffee.
In the next commercial, they appeared in the lady's house and chatted while drinking coffee. This is their second date. The end of the film is fixed with the action of the lady's lips. According to the explanation of the director of the creative department of McCann, this action is an indication of a kiss. So romantic, what will happen next:
It was not until the fifth new commercial on September 17, 1992 that the unfinished story was resumed. Just as the two of them looked hot, they suddenly broke into another man. This public seems to fall in love with the lady at first sight. Can this relationship between men and women stand up to the "third party" and look at the next decomposition.
The audience is so interested. Their appetite was hoisted until early 1993. The director of the Nestlé Instant Coffee Business Department revealed that as long as the audience is interested in the story, the "Taster's Choice" campaign series continues.

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