Commercials are short, they should be really easy to write, right? Wrong. They are short, that's the problem. You have to convey a lot of information into a very short period of time. You have to make people remember the product. You have to convince them that the product is better than other similar products on the market. You have a lot of work to do and only 30, or 15 seconds even to accomplish all of the above items. So, it's not as easy as it seems. Here are some tips for writing more efficient and effective commercials.

1. Mention the product name more than once. You need to make sure your audience knows what the product is. Mention the name more than once, but make sure it's not obvious you're repeating it. Also, if the competitors have a similar name make sure the product name is clearly stated so there's no confusion.

2. Keep the language simple. Keeping the language at a sixth grade level will ensure that the widest audience will be able to understand it. This may differ if you're advertising a product that is specifically for a high-profile career in which the professionals are highly-educated and will feel like they're being talked down to if you use elementary diction, but in general, keep it simple. Especially if the commercial is going to air in a very diverse area where the consumer base is varied and may not speak English very well.

3. Create a tagline or use the company's motto. Tagline and jingles are easy to remember and they connect the product to the consumer's mind instantly. That's what you want. An instant connection. You want the product to be recognizable in every possible way, by sight and sound.

4. Use snappy words. Words are like food. They have stimulants. They may entice you to taste, smell, feel. They have a creativity. You should use alliteration, rhymes and other tools to evoke that creativity. Make your words mean something.

The 15 Elements of Composition

1. Clearly establish your objectives.

What’s the reason for your shoot?
The purpose of the shot in the scope of the spot.
Too slow can equal boring
Pick up the pace
Not too fast=confusion
If in doubt, leave it out

2. Strive for a feeling of unity.

Your productions are arranged so they are unified
Your production supports your basic idea

3. Compose around a single center of interest.

Compose your scenes around your theme.
Does the shot fit the theme?
Is it symbolic of your scene?
Stay away from multiple centers of interest!
Shift the center of interest, through movement.

4. Observe proper subject placement.

Take the time to position your actors.
Take the time to move the camera to position the objects within the frame
Lead the subject

Framing: Think of the frames in Horizontal and Vertical lines

Use Rule of thirds -
http://www.silverlight.co.uk/tutorials/compose_expose/thirds.html
http://www.aea1.k12.ia.us/lois/ruleofthirds.html
http://digital-photography-school.com/blog/rule-of-thirds/

5. Maintain tonal balance.

Brightness and darkness
Dark objects suggest weight
Feel the weight of objects
Balance those objects in the scene

6. Balance mass.

Make sure your scenes are balanced
Move your camera to help balance
Zoom in our out before you record

7. Create a pattern of meaning.

Use scenic elements to create meaning
Open with your introduction shot full of clues
Present your scene creatively

8. Utilizing lines.

Straight lines= dignity strength
Curved lines=grace, beauty
Horizontal lines=stability, openness
Vertical lines=power, height, restriction
S-lines= gracefullness, leads eye to center

9. Frame central subject matter.

What is central to you shot?
Use objects to frame your shot

10. Use visual perspective.

Camera position, far or up close
Tight shot or wide shot?

11. Convey Meaning through color/tone.

Concentrate on your lighting
Light=mood
Bright colors=red, yellow, orange
Seen first
Cool colors=blue, green, purple
Seen second

12. Avoid Mergers.........adjust your shot!

Tonal mergers
Too much of same color
Dimensional mergers
Light post out of subjects head
Border mergers
Subject cut off by frame
Car shot, but can't see wheels

13. Control the number of prime objects.

Stick with odd numbers
Odd (unexpected) is visually pleasing

14. Balance, complexity, order.

Complexity without order
Equals confusion
Order without complexity
produces boredom
Balance order and confusion!

15. Utilize meaning suggested by movement.

Where the actions come from
Where the action goes to
Upward motion=getting out of a chair=progression
Downward motion=opposite=settling
left to right is more pleasing
Action towards camera diagonally from corner left to to right