Scriptwriting
1.) What do I want to say? Message
2.) How do I want to Say it? Tone, Approach
3.) What do I want them to feel, think, or see? Play into the senses and emotions.
4.) Who is your audience?  Conduct research.

Closing the Deal
1.) What specifically do i want to say??
2.) Do I have pictures to back up my message?


PSA Exercise: Drunk Driving
We want to communicate the dangers of drinking and driving.
We want to say it in an extremely serious tone.

We want to appeal to tragic emotion and the heavy consequences of the action in practice.
Our audience is anyone who drinks alcohol with access to an automobile.
Tagline "Before you drink and drive... Think and stay alive.
We are going to communicate through a commercial.
Our idea is to show people mourning at a funeral and pan to a gorgeous expansive car being lowered into a grave. A solemn voice over comes in and says something along the lines of, "thankfully this is the only thing being buried today." then a short clip of someone in critical condition in a hospital with a steady heart beat.
Black Screen: Drop Slogan -> "Before you drink and drive... Think and stay alive."