From TV Commercial Guide:
"Be clear and to the point so that your objective doesn’t get lost in words...Most TV commercials are 30 seconds in length – make sure that you keep your script short, sweet, and to the point...Run through the script yourself, first – the stopwatch function on your iPhone works great. The trick is to read it at your own pace...Repetition helps people remember, so whatever it is you want people to do...make sure to repeat your call-to-action at least twice...Get your client to sign off on any scripts before production begins...Brent Brace, a voiceover artist in Denver, told me his personal opinion (although there are many): 'Most voiceover artists, including myself, prefer scripts written as upper lower case. It allows us to see the shapes of the words so that seeing it and saying the entire phrase is easier. When we worked in radio, we capitalized every word because we were not typists and it was easy to hit CAPS and go fast, but in the L.A. and [N.Y.] major voiceover world, major ad agencies write a script like a movie script … upper lower case.'...Write out numbers...Capitalize [either] every word [or]...the first letter of every word...Break lines where they seem most natural".
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