1.

SINGLE-VOICE COPY

This format tells us that only one voice is required for the spot. The all-caps instructrions tell both
the producer/director and the announcer what style of delivery.

EXAMPLE
ANNOUNCER Only two days are left to take advantage of the outstanding values at Fingers
(URGENTLY) Departement Store. That’s right, only two days. Everything in the store has been
reduced 25 percent at Fingers!

WORK SHEET
ANNOUNCER
( )

2. TWO-VOICE COPY

It’s sometimes desireable to have two voices alternate in reading copy. Two-voice (or alternate-
voice) copy should be distinguished from dramatic or dialog copy. In two-voice copy the two voices
merely alternates phrases or statements. You can indicate the gender of the voice by change the
format

MAN ONE CHILD ONE GIRL ONE

MAN TWO CHILD TWO GIRL TWO
MAN ONE CHILD ONE GIRL ONE
MAN TWO CHILD TWO GIRL TWO

Finally, no rule other than practicality dictates that you are limited to two voices.

WORK SHEET
VOICE ONE
VOICE TWO
VOICE ONE
VOICE TWO

3. DIALOG COPY

The dialog spot calls for dramatic talent. Remember to keep the dialog copy conversational and
pattern it after the way people actually talk.

EXAMPLE
JAY What’s for dinner tonight, dear?
VIE Same old question. Same old answer. Leftover from last night’s dinner
...
ANNOUNCER And you can too. Just a quick trip to the supermarket and a quick meal of
 delicious Quick-As-A-Wink chicken and dumplings.

WORK SHEET

ANNOUNCER

4. SOUND EFFECT AND MUSIC

Both sound effect and music when carefully and well integrated into a spot, can do a great deal to
make the commercial special and attract listener attention. Sound effect and music are typed in ALL
CAPS AND UNDERLINED. The underlining is used for clarity.

EXAMPLE
SOUND FIRE TRUCK WITH SIREN APPROACHING, ESTABLISH, AND FADE
ANNOUNCER This can be a terrifying sound, especially when the fire truck stops at your house...
MUSIC BRIDGE
.......
MUSIC BRIDGE
........
MUSIC BRIDGE
MAN
ANNOUNCER

WORK SHEET
SOUND
ANNOUNCER