LEVEL 1 ZOOM
WEEK 2 EXERCISES
IMPORTANT
EACH ACTOR MALE & FEMALE WILL READ 2 PIECES OF COPY. PICK 1 IN EACH CATEGORY OF COPY EXERCISES (COPY EXERCISES 1 & 2)
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PICK ONE and FAMILIARIZE yourself with it. We will work on in our next class!
IT IS BEST TO PRINT IT OUT AND NOT TRY TO READ IT FROM YOUR PHONE. DO NOT WRITE IT WITH A PEN, PENCIL OR CRAYON. YOU WILL RUIN THE CODES IN THE EMAIL.
WOMEN EXERCISES
1ST COPY EXERCISE/WOMEN
Why do I use Suave Moisturizing Lotion? Because Suave gives me gentle and effective moisturizing for less. And its non-greasy formula is hypo-allergenic for my sensitive skin. Try Suave Moisturizing Lotion. Safe and effective.
Introducing a new line of bras and panties called Playtex Now! So beautifully designed, so daringly inexpensive, it will transform your image, and spark your attitude. Experience the quality of Playtex in a new sassy look.
Drinking more of that wonderful stuff called water? Then you know 8 glasses a day can get pretty boring. Why not wake up your water with Crystal Light! Tangy pink lemonade today, luscious peach tomorrow! Always five calories and never, ever dull.
Give your mood a boost with Johnson’s Melt Away Stress Daily Moisturizer. Clinically shown to reduce tension and leave skin baby soft. In fact, 4 out of 5 women felt more relaxed after using it! Go ahead, take the Melt Away Stress Challenge and let stress melt away.
A wake-up call for your eyes. New Almay Bright Eyes. Instantly refreshes and enhances your eyes. Now you can always have the natural radiance that comes with a great night’s sleep. Our formula features a unique, natural complex specifically designed to brighten and illuminate your eyes.
Do you long for LONG? New Pantene Beautiful Lengths Collection grows your hair longer by making your hair 10x stronger against breakage. The Aqua-current, pro-vitamin formula helps protect every single strand of your hair from stress and damage. So you can get the length you’ve been looking for.
Cosmo knows what qualities make a woman alluring. Healthy glowing skin, lush shiny hair, smoldering eyes, and lusty lips for starters! In our hot new how-to book, you’ll find hundreds of easy beauty tips that’ll kick your sexiness up a notch.
Be free. Be Beautiful! The Infiniti Cord Keeper by Conair is all you need. Tourmaline ceramic technology fights frizz to leave hair lusciously smooth. And at a push of a button, the cord retracts right back into the handle! Life if too beautiful to miss. Don’t let a cord slow you down.
2ND COPY EXERCISE/WOMEN
New quench deep moisture body lotion is clinically proven to break the cycle of dry skin. It deeply hydrates and strengthens skin’s moisture barrier to hold in moisture. So you can quench your skin’s thirst all day long without needing to re-apply. Love the skin you’re in. Olay quench body lotion.
This is so great. Cover Girl new clarifying acne treatment makeup is better than ever. So you get more even more natural coverage. For a look that’s more beautiful than ever. And clarifying makeup is totally tough on blemishes. Its formula has a built-in acne fighting ingredient that helps clear and prevent them. It’s oil free and wont’ clog pores. What a clear winner!
I found my ideal size and got back into my skinny jeans. Jenny Craig helped me lose 40 pounds and find my ideal size, “Size Confident.” Now I’m really getting out there and enjoying life again. Fitting into my skinny jeans-well, that’s just one of the perks. It’s time you find your ideal size. Have you called Jenny yet?
Don’t wait in pain, take Advil and get fast acting relief that last’s hour after hour. Just one Advil is as effective as two regular strength Tylenol. And Advil is gentler on your stomach than aspirin. Doctors recommend Advil more than any other non-prescription brand for relief of menstrual cramps. In fact, nothing is proven more effective or longer lasting than Advil, nothing.
You know the old drill. That tight, post-washed feeling means your skin is too dry. Not with Dove Daily Hydrating Cleansing Cloths. An active hydrator instantly leaves dry skin 20 percent more moisturized than before you cleansed. So your skin isn’t just clean, it’s soft, smooth and radiant.
MEN EXERCISES
1ST COPY EXERCISE/MEN
I’ve tried other bargain brand razors and they just don’t give me a close shave. So I gave the Gillette Super Track a try. It gave me a close shave without nicks or cuts. Gillette Super Track. Shaving at its best.
There’s only one non-drowsy antihistamine that provides 24-hour relief from indoor allergies, outdoor allergies, anywhere, anytime; CLARINEX. So whether you’re allergic to pets, pollen, ragweed or dust, CLARINEX helps keep your symptoms under control.
Introducing a touch screen camera that’s one of a kind. The new 10 mega pixel Nikon Coolpix S60. With the S60 you can effortlessly swipe through, zoom into, and rotate your pictures. You can even write or draw on them with just a finger. Nikon, at the heart of the image.
The Sierra XFE was built as tough as they come. With unsurpassed highway fuel economy against its full size competitors, and a 100,000 mile, 5 year power train limited warranty, it never comes up short. No wonder why it’s the official truck of the NFL. The Sierra XFE from GMC.
Finally, 4G for everyone. At 4G Speed you can get your email faster. Access rich data applications faster. Update your Facebook page and even access your favorite web destinations, like Google, faster, with one click! The affordable Samsung Rant, the 4G phone for everyone.
I like the feeling that Afta-Shave gives me. It soothes my skin with a light, tingly feeling after I shave, and the confidence that my skin is protected. Afta, After Shave. For the ultimate in shaving skin care.
2ND COPY EXERCISE/MEN
What do you do when you get the hungries? I go for a Snickers bar. Crunchy roasted peanuts, topped with chewy caramel, and smothered in rich, creamy chocolate. Now that’s what I call a snack and a half! So don’t let hunger strike you down, get in the Snickers habit!!!
Thank Goodness. Post Shredded Wheat Original. Let’s give thanks to wheat. It’s simple. It’s natural, fiber-rich 100% whole grain. And for 115 years, it’s given every bowl of Original Shredded Wheat that honest, simple goodness you love. Post Shredded Wheat. Thank Goodness.
At Assurant, our specialized insurance products cover a wide range of business and consumer needs. But they are united by a simple, singular vision: that everything we do must be designed to fit you. Your needs. Your goals. Next time you see our name, we want you to remember who’s at the center of our thinking.
When I got this new taco salad at Jack In The Box, I didn’t know where to start. I asked them do you start with the guacamole on the side and work your way out? Or do you start with the tortilla and work your way in? You know what they said? Yes!
Asthma. Does it sometimes stop you? Ask your doctor about ADVAIR. The first and only preventative asthma product to treat the two main components of asthma-airway constriction and inflammation. No other single product does that. ADVAIR is clinically proven to significantly to increase symptom free days. So you can do more of the things you have to do, and more of the things you want to do.
Cold Reading Reading / Meaning / Word-Emphasis Exercise
IMPORTANT!
FAMILIARIZE YOURSELF (NOT MEMORIZE) WITH THE INFO BELOW.
Example Copy (Story) Ben Gay Pain Relief Rub
I’ve tried other pain relief rubs and they just don’t deliver pain relief fast enough. So I gave Ben Gay Pain Relief Rub a try. It’s Capsaicin, water based formula, goes on fast, and soothes away pain for hours. Ben Gay Pain Relief Rub.
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First: Memorize the meaning of the “story” above. Not just the words. Commercial advertisers are trying to sell a product and feeling.
They do it by telling a 30 second story. The text will be easier to “memorize” if you first understand and “memorize the meaning” of the
story being told.
Second: Your copy or “story” will always have words in it that must be emphasized to get the attention of the listener. These words are the
Features and Benefits of the product. These words are also known as words that help “describe or sell” the product.
Here’s a quick breakdown of the Features and Benefits of the story above:
Features: Ben Gay Pain Relief Rub. Capsaicin. Water based formula.
Benefits: Goes on fast. Soothes away pain for hours.
*Your story may also have words in it that are bold, italicized or underlined. These words must be emphasized as well, within the context
of the meaning of the story. Not all copy will have these “indicators” so you may have to, based on your understanding of the meaning of the
story, create them yourself. *You must always honor the punctuation in commercial ad copy. Exclamation points, periods, commas, ellipsis, etc… are there to help create specificity in tone and timing.
COLD READING COPY FUNDAMENTALS
IMPORTANT!
FAMILIARIZE YOURSELF (NOT MEMORIZE) WITH THE INFO BELOW.
The HISYC! Method
(“Hie-zik”)
Cold Reading Copy Fundamentals
There are basically 2 styles of Commercial Copy:
Problem/Solution or Solution
(often times a Customer)
I’ve tried other bargain brand lotions and they leave me feeling dry and ashy. So I gave Jergens Sensitive Skin Relief a try. It’s fast, absorbing, hydrating, non-irritating formula keeps my skin smooth and supple for hours.
Ex: Solution
(often times a Professional)
Introducing the new FX. Progressively shaped sheet metal, eloquently wrapped around an ingenuous 390 horsepower VVEL engine that is powerful and fuel-efficient. It’s a bold manifestation of individuality for those determined to create their own path. Don’t challenge the norm, re-invent it. Infiniti.
PROFESSIONAL
Business Owner
Doctor
Clerk/Service Rep
Seller
Teacher
Salesman
Manager
Principal
Waitress/Waiter
-or-
CUSTOMER
Client
Patient
Neighbor
Buyer
Student
Homeowner
Friend
Mom/Dad
Patron
Popular language Casting Directors/Session Runners use to describe how they want you to perform your copy:
PROFESSIONAL
“Make it more presentational.”
“Pick up the energy.”
“Sell it more.”
CUSTOMER
“Make it more conversational.”
“Just throw it away.”
“Keep it real.”
“Bring it down or tone it down some.”
“Warm it up.”
“Don’t try to sell it.”
(some of these terms may be used for Professional reads as well)
Professionals usually have more technical language in their copy.
Customers usually have more conversational “everyday” language in their copy.
3 THINGS YOU SHOULD NEVER SAY IN A CASTING!
SORRY.
Saying sorry when auditioning makes you appear “green.” (Green, inexperienced Actors say sorry)MAY I START OVER AGAIN?
Don’t ask. Make a quick correction (make a Beautiful Mistake!) or simply continue reading the copy.I DON’T KNOW.
Never say, “I don’t know” Use your imagination and create the answer.