Many TV commercials present slice-of-life scenarios in which the actors engage in naturally flowing dialogue. In some instances, however, a spokesperson for a product in a commercial will have the task of cramming a great deal of factual, descriptive information into a tight commercial format. Some of these scripts might be short and ‘rapid-fire’, while others might contain a lot of informative dialogue for the actor to handle.
It can be daunting at first to take on these types of scripts. These scripts require the same familiar method of analysis as other commercial copy. The same methods of rehearsal will apply. The difference here is the importance of picking up the pace, and learning to be comfortable with the quick flow of dialogue.
Remember, practice out loud! This will help you to discover the appropriate pacing and rhythm, and allow you to become comfortable with the language in the script.
Rebecca Lord is the Chief Marketing Officer at John Casablancas Modeling and Career Centers, where she leads strategic marketing to grow brand visibility. With over a decade in copywriting, social media, and ROI-driven campaigns – plus 14 years as a freelance copywriter and designer – she specializes in messaging that resonates and delivers results. She’s based in Greater St. Louis.
