ad-script-writing
Ad script writing
A spot has room for one idea. The script lands it in the first beat and spends the rest earning it. Every beat carries three pieces of copy that do three different jobs:
| Field | Language | Who meets it | Job |
|---|---|---|---|
vo |
English | heard: the announcer the creative director cast reads it | the line itself - written for the ear |
zh |
Chinese | read: set large over the English line while it is spoken | the same meaning, in Chinese a viewer reads at a glance |
text |
Chinese | seen: the beat's title, typeset in the upper third | one typographic moment, not a second voiceover |
see (English) tells the storyboard what the picture is. The validator that accepts or rejects the script is checkScript in src/agent/checks.ts; every rule marked checked below is enforced there, and a draft that breaks one comes straight back.
The standard: broadcast copy from a top American agency
The bar is the voiceover of a top American agency's broadcast spot: few words, each one chosen; a line with an image, a rhythm and a point of view that the viewer remembers after one hearing. Not template ad-speak, not a feature list, not chat. The Chinese subtitle is held to the bar of a good theatrical subtitle track: what a Chinese copywriter would have written for the same picture, never a gloss of the English.