Storyboards & Jingles in Advertising: A Comprehensive Guide
Storyboards
What is a Storyboard?
A storyboard is a visual representation of a TV commercial. It’s a series of drawings depicting different scenes, accompanied by descriptions of the corresponding audio. A 20-second commercial might use 6-10 sketches, while the final ad could have around 20 frames per second.
Storyboard Development
The initial storyboard is a rough draft. Detail increases as it goes through the approval process. A script, detailing camera angles, staging, props, casting, and music, often accompanies the storyboard.
A script sheet with parallel audio and video columns may supplement the storyboard, describing key frames. An animatic, a video of the storyboard with a soundtrack, can be created for client approval or pre-testing.
Production begins after the client approves the storyboard or animatic. The final filming is based on this approved version.
Jingles in Advertising
What is a Jingle?
A jingle is a catchy song about a product, conveying the advertising theme and a simple message. Jingles can be the basis of a musical commercial or serve as brand identification at the end of an ad. For effectiveness, a jingle should include the brand name.
Jingle Creation
Jingles are often composed by specialized music companies. These companies collaborate with the ad agency’s creative team to define the role of music and the message to be communicated.
Famous Jingles
- Lijjat Papad: “Kharram Khurram, Khurram Kharram…”
- Coca-Cola: “Thanda Matlab Coca-Cola…”
- Saffola: “Abhi to mein Jawan Hoon…”
- Complan: “I am a Complan Boy, I am a Complan Girl…”
- Nirma: “Nirma Nirma, Washing Powder Nirma…”
- Lifebuoy: “Tandurusti Ki Rakhsa Karta Hai Lifebuoy…”
- Bajaj Bulbs: “Zab mein Chotha tha…”
- National Egg Coordination Committee: “Meri Jaan, Meri Jaan…”
Advantages of Jingles
- Impactful and memorable
- Highlight product benefits
- High recall value
- Attract attention
- Enhance brand image
- Sustain brand loyalty
- Increase brand equity
Music and Sound Effects in Advertising
Music
Music is crucial for successful TV ads. The choice of music depends on the product and target audience. It can create mood, establish setting, and support jingles. A catchy tune that the audience can sing along with aids memorability and engagement.
Sound Effects
Effective sound effects enhance emotional appeal. Sounds like crashing waves, a gushing waterfall, a speeding motorbike, or animal noises create vivid mental images. They increase attention and impact memory. Custom sound effects can be created or purchased from sound libraries.