For a copywriter of a television commercial, the copy should be the words (audio) that accompany the pictures in a television commercial.
Pictures must tell the story. Audio is supposed to support the visuals. But today, look at most commercials; almost all of them are radio spots where visuals support audio. We haven’t got over the hangover of radio commercials.
We got to remember that a lot of television viewers look at commercial breaks with sound muted. Visuals must tell the story even without audio.
Most of our copywriters tend to get carried away with the idea of writing “piece of life” commercials and fall into this trap of writing radio spots when they are supposed to be writing TV commercials.
ADnaama 