Categories of TV Commercials

The basic categories of TV commercials are:

1. Mini-dramas:  In TV, this kind of commercial is a full-range 30-60 second drama that presents characters, conflict, and resolution at breakneck speed.  When done for national agencies, these commercials are at the very top of production lavishness and can be incredibly expensive.  The "ring around the collar" commercial is a good example of the compression of all the elements of drama into a short space.  The wife's peace is shattered by the embarrassment of being discovered with a husband suffering from "those dirty rings".  This develops characterization and conflict.  The wife is undecided.  She needs to find the right detergent.   At this point, the proper detergent is introduced.  The rings disappear in the resolution, and the husband and wife continue their trouble-free life.
2. Spokesperson Presentation:  This type of commercial often involves a celebrity using his or her actual identity, or it can be an implied identity, using someone who is recognizable as a character, but not necessarily himself.  The spokesperson needs to have an authoritative presence, and an honest, convincing delivery.
3. Pitch Presentation:  This type of commercial resembles the old days of television when the "pitchman" would deliver a message about a product.  The difference between a pitchman and a spokesperson is that the former is neither a celebrity or a known character.  The product is of prime importance and the pitchman simply supplies the information.
4. Voice-Over:  Many commercials use a voice-over.  The performer who reads the copy is not seen in a voice-over commercial.  Rather, the performer's voice is heard as a major component of the sound track.