What is a script in the context of advertising?

In the context of advertising, a script refers specifically to a written version of a radio or television commercial. It serves as a blueprint for the audio and visual elements of the advertisement, detailing what will be said and what actions will take place, including dialogue, sound effects, and visual transitions. This document is essential for anyone involved in the production process, such as writers, directors, and producers, ensuring that the intended message is conveyed clearly and effectively.

The script captures the creative concept and serves as a foundational element during the production process, guiding the talent and crew in bringing the advertisement to life. It is distinct from other elements in advertising, such as storyboards, which provide a visual representation of scenes but do not typically include the spoken or lyrical content. Unlike formats for visual advertisements or plans for social media content, which involve different planning processes, the script focuses solely on the narrative and dialogue components of a broadcast commercial.