While a few political ads adopt a documentary approach, most start with a script. The script is the initial effort to distill political concepts into an understandable, even dramatic, presentation.
full screen view
of this document
Rosser Reeves, through his work on spot advertising, was well prepared
for this distillation process. His secret was strict adherence to
what he called the "Unique Selling Proposition." USP,
as it was called, was a single quality of a product that let it stand
out against competition. M&M's were unlike all those messy candies
that would melt in your hands, for example.
PBS Online© 1998-2001 Wisconsin Public Television, All rights reserved.