Scenario $11-3$

A $30-$second TV spot begins with a strip of yellow litmus paper being lowered into a bottle

of household cleaner. Music plays in the background. The words "You Probably Know This.

Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The

litmus paper is removed, and it has turned a dark blue$-$green color. "You Probably Know

This. The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper

being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The

brand name of each bar of soap is superimposed underneath. Finally, litmus paper is

lowered onto a bar of Ivory soap. The paper remains yellow. Three superimpositions appear

in succession: "Ivory," "Ivory is the mildest," and "Bar none."

$($Scenario $11-3)$ A copywriter came up with the idea to superimpose the words, "You

Probably Know This. Litmus Paper Measures Alkalinity" and "You Probably Know This. The

Darker, The Harsher." Considering the nature of this ad$,$ which general guideline for

television copywriting does this follow?

using active words

providing support for the unbelievable

using familiar words

involving the reader