Script Formats.
We will cover the specifics of script formatting and word processing in Unit #4, however scripts can generally be divided into multi-column and single-column formats. The single-column formats resemble the scripts for theatrical plays and tend to be used for plotted entertainment programming.
Length.
Many radio spots are still one minute in length, which will often take more than one page to present. While we don't usually break sentences across two pages, the use of the term "MORE" at the end of a page is rare today and may make your copy seem a bit dated.
Corrections.
All of the conventions for hand-written corrections mentioned in the text are essentially irrelevant. Scripts may go through many drafts, but they should be edited electronically and be perfect before they ever reach an announcer or actor. In many radio stations and TV news operations, announcers read scripts right off of computer screens, so text can be edited almost up to the second it is read.
Abbreviations.
A long-ago edition of the Associated Press (AP) Style Manual stated: "When in doubt, write it out."
Abbreviations to be read as individual letters should be separated by hyphens (I-R-S).Acronyms intended to be pronounced as a word are written in caps with no punctuation (MADD).
I would not recommend abbreviating F-S-L-I-C.
Few symbols are ever used in scripts with the dollar sign ($) being the lone exception.
References to time of day are better written as words (Friday afternoon) instead of using the easily confused a.m. and p.m.
Web addresses should be written (W-W-W dot Sears dot Com).
Clichés.
Overused phrases do become clichés, but I think some of the 31 listed in the text may still be effective if they "feel" like they are clearly conveying the message intended.
Superlatives.
Superlatives and adjectives in general need to be used carefully to make sure that the consumer will decode the meaning you intend. The term "classic" is especially overused when applied to anything except a classic automobile as defined by the Classic Car Club of America.
Questions.
In general questions should be avoided in all broadcast copy, but they are especially dangerous in commercials. Beginning a spot with the question, "Are your clothes really bright?" will turn off many people, while the statement, "New Bloppo will make your clothes brighter than they have ever been before!" is much more likely to pull people into the body of your spot.
Point of View.
Sometimes you have to use pronouns. The ones you want to avoid are the 1st person pronouns (I , we, me, my). Unless the sponsor, or a hired spokesperson identified with the sponsor, is voicing the spot, keep everything in the 3rd person (him, her, his, hers, they, theirs).
It is appropriate for Sal to say, "Come to my Pizza Parlor for great Italian food." If voiced by a station announcer, it is much better to say, "Go to Sal's Pizza for great Italian food."
Punctuation.
The text is correct in saying that punctuation is used more extensively in script copy than in other styles of writing such as term papers. This is especially true of commas.
Sentence fragments are sometimes appropriate in advertising copy, while news copy should follow a more formal structure, usually mandating complete sentences.
Emphasis.
Underlining has a special meaning in most script formats and using it for emphasis may confuse the actor or announcer. Today bold face is more commonly used to indicate that a particular word should be emphasized.
Numbers.
Generally use common sense. Try to simplify numbers, for example "$2 million" or "2 million dollars" are far better than "$2,000,000."
