Embracing the TV Commercial: Charms and Challenges of Selling on Screen

  • Ben CrockettEmail author
  • Chrissie Feagins


This chapter will delve deep into an area that is perhaps at the pinnacle of all advertising mediums—the television commercial. It will explore the complexities and collaborations, procedures and pitfalls, of creating an influential advertisement for the screen, and how its development and production can heavily impact the strength and delivery of an advertising idea. This chapter will look at how screen-based advertising, as a form of advertising that engages more consumer senses than any other, can be a powerful way to make an emotional connection between a brand and a consumer. It will investigate the creative practices of directors and advertising creatives and how they use sound and story to effectively sell on screen. Drawing from a variety of sources this chapter will extrude how advertising creatives initiate and execute an idea for TV, the pivotal role a director plays and how production affects a consumer’s perception of a brand or product. It will unpack what screen-based advertising means in the twenty-first century including national and international case studies. Questions asked will include: Why is television such a powerful advertising medium? How has the digital environment effected the TV commercial? Primarily targeting students, the chapter will comprehensively outline the creative process of a successful TV commercial, the challenges faced and collaborations required. Incorporating key learnings, it will undoubtedly give its audience valuable insight into the world of the TV commercial.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Deakin UniversityMelbourneAustralia
  2. 2.Rainmaker EnterprisesMelbourneAustralia

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