Using The Rules To Break The Rules – Part 2 (Implementing Traditional Screenwriting Techniques On The Media)

Following part 1 of this 2 part blog series, the second principle of screenwriting states: “Dialogue or monologue should not serve as a tool for providing exposition.”

Exposition refers to the thorough explanation and description of an idea or theory. Inexperienced writers often rely on expositional dialogue as a crutch, using it to explain elements that should have been visually shown on the screen or occurred off-screen.

Currently, we observe a proliferation of narrating and reviewing trends inundating the market. These trends involve concise, to-the-point advertisements that offer in-depth explanations of products or services.

The manner in which people consume information is constantly evolving. From lengthy 45-minute lectures to condensed 20-minute YouTube tutorials, we have now transitioned to brief 3-minute (maximum) reviews delivered directly to our mobile devices.

Certainly, there will always be a place for advertisements without voice-overs or on-screen titles, featuring a slow pace and an enticing twist at the end that requires patience. Such ads will continue to be effective and appreciated. However, we must not overlook the diminishing attention spans of our target audience and adapt to the changing times.

User-Generated Content (UGC)

In light of these considerations, it becomes apparent that we should embrace rule-breaking and expand our arsenal of advertising strategies. One such approach involves incorporating User-Generated Content (UGC) in our ads, featuring influential individuals providing authentic reviews of our products or services.

Consequently, I present to you the second principle of ad-screenwriting: “Dialogue or monologue might serve as a means for exposition.”

By challenging conventional norms and exploring new avenues, we can leverage the power of dialogue or monologue to effectively convey essential information about our offerings. This innovative approach not only captivates the audience but also fosters a sense of trust and credibility through the influence of renowned individuals.

In the ever-evolving landscape of advertising, it is vital to adapt and explore unconventional methods that resonate with our target audience. By embracing the potential of dialogue and monologue, we can create compelling ads that leave a lasting impact.

Examples

Within this visually enticing advertisement, Just Spices employ a captivating combination of voice-over narration and accompanying subtitles that persist throughout the entire duration. As the ad unfolds, a compelling story unravels, interwoven with vivid descriptions, expertly delivered narration, and a climactic unveiling of the featured product.

The potency of the monologue exposition within this ad is truly remarkable, as it enables us to convey essential information in a persuasive and immersive manner. By relying on the art of storytelling, they create a powerful connection with the audience, engaging their senses and capturing their undivided attention.

This carefully crafted approach harnesses the inherent strength of the monologue exposition, allowing us to present a comprehensive and captivating narrative that leaves a lasting impact. By skillfully intertwining the elements of story, description, and narration, we offer an alluring experience that heightens curiosity and builds anticipation, culminating in the exciting revelation of the showcased product.

Through this masterful execution, Just Spices leverage the persuasive potential of the monologue exposition to create an advertisement that resonates deeply with their audience, leaving them craving more and fostering a genuine desire to engage with the brand.

This advertisement exudes cleverness, expertly capturing a “native-to-platform” essence. It seamlessly integrates with the platform’s style, delivering an engaging and authentic experience.

In this ad, they go beyond the conventional approach by featuring a monologue from a woman in a testimonial video. However, that’s not all – they take it a step further by introducing another woman who acts as a listener, offering her own monologue. This innovative approach allows them to showcase not just one, but two testimonials, providing double the impact and value to their audience.

By leveraging the power of these intertwined monologues, they create a compelling narrative that resonates deeply with viewers. The woman’s testimonial video offers an intimate glimpse into her personal experience, while the listener’s monologue adds an extra layer of authenticity and relatability. This dual testimonial approach reinforces the credibility of their product or service, making it more persuasive and trustworthy.

Through this inventive execution,  they maximize the impact of the advertisement, effectively leveraging the power of storytelling and multiple testimonials. This engaging approach leaves a lasting impression on the  audience, compelling them to take action and become advocates for the brand.

 

3.

This advertisement takes the form of a comprehensive step-by-step tutorial, expertly presented as a narrated monologue complemented by well-crafted subtitles. In a concise video format, they provide all the essential information within seconds, eliminating the need for viewers to search for lengthy YouTube tutorials that span several minutes.

By condensing the necessary information into a brief and engaging video, they offer a seamless solution for their audience. They can effortlessly acquire the knowledge they seek, saving valuable time and avoiding the frustration of sifting through lengthy tutorials.

Through this efficient and effective approach, they empower viewers to swiftly access the information they need without compromising on clarity or depth. The combination of a narrated monologue and subtitles ensures that every vital detail is conveyed, leaving no room for confusion or ambiguity.

By prioritizing the convenience and time-saving aspect, they provide an optimal user experience, capturing the attention of their audience and delivering a valuable solution right at their fingertips.

We invite you to explore our extensive collection of success stories. Discover firsthand how we have helped businesses like yours achieve outstanding results through our innovative approaches. Should you require further information or have any inquiries, please don’t hesitate to reach out to us.
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