Story in Commercials Project (PBL)

How is story used to convince people to buy products or take action on behalf of a specific cause?

Students are to design a commercial with a story in it that advertises either a product (includes a brand, food chain, etc.), a cause or has an inspirational message that promotes a specific value - The best way to learn about these types of commercials is to see a few in action and to analyze the story line, the ending message and the unexpectedness. See the Joe Greene Coke commercial script for an example of a commercial script.

Commercial either (a) sells a product, brand or food chain (real or imagined) OR (b) promotes a cause (convincing people to act or do something) OR (c) inspires people to live out a certain value (i.e.: Honesty, Respect, etc.)
Commercial has a clear story line (with story elements such as setting, conflict, resolution, & theme) - can have dialogue or no dialogue
Story line has some kind of "unexpectedness" or twist - this is an element of surprise for the audience
It is written as a script (or a play)
Script has directions for the camera operator - italics recommended - cut to the child's face
Script has directions for the actors - italics recommended - leaning against the car
Script tells the actors the emotions/actions used to express their lines (i.e.: excitedly) - use parenthesis to separate the emotions or directions from the actual lines the actors are to say
Script has directions about music (cue music) and special effects (cue sound of fireworks cracking in the air)
Props used in commercial are well-chosen and are prepared before the filming of the commercial.
Commercial has a clear, compact and memorable core message, at the end, that captures what the audience is to think, do or buy

a one-sentence statement that is simple, memorable, and yet profound, capturing an experience, effectiveness or call to action for a product or cause.