ABSTRACT
The purpose of television (TV) advertisements—also known as TV commercials or TV spots—is to motivate the viewer to take a desired action, usually in the form of a marketplace transaction. Even before the advent of online and wireless media, the TV audience was becoming increasing segmented by the growth of cable TV. Video producers think in terms of three screens: the TV, the computer and the mobile device, such as a smartphone. Even the TV itself has evolved into a larger, wider, high-definition digital format. Because it has become more difficult to reach a large audience with just one commercial, successful TV commercials target well-defined segments of consumers. Because of TV's added visual dimension, the left-hand column of a two-column TV script describes visual information. The storyboard is a more visual demonstration to a client or an account executive of how the words and pictures will be married into a single persuasive message.
