How to

calculate word count for timing a 15,

30 and 60-second TV or Radio
Commercial.
http://www.jlstudios.ca/word-count-commercial-script-timing.html

by Jeffrey LeClair

Identifying the Dynamic Intensity and the Tempo of a Television Commercial, the
researcher used Gobl, et. al (2013) for the former and McLellan (2007) for the tempo.
And C. Gobl, A. N Chasaide / Speech Communication 40 (2003) 189212
Coke Lang Siyempre 2003
Throughout the commercial no. 1 (2003) the intensity of the voice from each participant is
cheerfulness. The reason being is that asking someone what do you want to have, the
participants would like to produced being interested in what they have. Their cheerfulness being
maintained throughout the 31 seconds of the video (gathered from YouTube Channel of a
famous Carbonated Drink) and two sounds of Ahhh, despite having few words, approximately
14 words (including the 6 words from the Banner line at the end) for the approximate standard
word count of 45 for a 30-second commercial, it still lived to its reputation of being persuaded
that cheerfulness is equals to drinking a famous soft drink.
Coke ko to 2004
The commercial shows two women playing a game and whoever wins the game will get a soft
drink. The game involves a song where sung with intensity of being tense. They are tense to a

good way as it kept the commercial alive and memorable that leads to happiness and challenge
to those who will try the same game. The words produced from the song were 46 words that
led to having an average tempo for a 30-second commercial.
Kasama Ka Coke! - 2005
A song sung by a single famous personality that involves intimacy and joy in her voice in giving
soft drink to those who she encountered while singing and walking. The 56-second commercial
made only 51 words that did not even reached the average approximate word count, 90.
Coca-Cola Happiness para sa Lahat 2005
The commercial were made of 3 varieties that pertained to the (1) happiness of every Filipino
citizen, (2) for teens and children, and (3) for elections. The intensity of the voice varied to what
will the speaker say, example, sa pagkakaisa, sa makabayan, that shows that there is joy and
of being proud in the representation of a soft drink. Intimacy is also noticeable with the example
of, I love you nay. The three videos in total were 130-second commercial, divided
approximately 40-48 seconds that produced in total of 150 words that did not reach the half
standard approximate word count.
Coke Commercial featuring Sandwich 2006
The video where music is involved sung by a famous band produced a variety of intensity of
voice, pag nadapa, tumawa lang that gave a negative phrase but with the intensity of the
voice, it was turned around as becoming its okay, be cheerful, and that its normal. For a 60second commercial, they were able to produce a 89-word that passed the standard word
count.
The Happiest Thank You 2007
Involving different stories, the voice of the participants vary from being tense, intimate,
confidentiality, stressed, apologetic and relaxed. An example of being tense is the involvement
of thanking someone for what they have done to you, intimacy, relaxed and confidentiality is
the closeness they have when they are talking with one another or when talking about the
person involved. Apologetic and stressed is concerned when they were asked if they knew the
persons name they were being thankful for. The 190-second commercial produced 280 words
and if divided into three (60-second commercial), they were able to achieve half of the
approximate word-count.
Coca-Cola Christmas Carol 2009
Throughout the video, the commercial show children singing a happy Christmas song. Even if
the video of the commercial is a mixture of sadness and happiness that gave an intimate voice
intensity being able to share not just happiness but convey messages that affects emotional
state hence being touch to the act of sharing and conveying joy.
Coke Summer Saya 2011

The 47-second commercial produced 60 words had the tone from the start of the commercial
as being bored because it is summer meaning hot and sweaty, but later it became happiness
as when they were given a soft drink and drink it they feel cool and satisfied hence being able
to do everything with happiness.
Coca-Cola Mismo @ 10 2012
The commercial involved three famous personality accompanied by a song that have an
intensity of voice of happiness and interested because of the low-price of the soft drinks. It is a
15 seconds commercial that have 36 word counts where throughout the video the tempo of the
voice produced a catchy price for a soft drink.
Coca-Cola Brrr 2012
Despite having few (12) spoken words, dominated with sounds, the tone of the participant were
stressed that using Brr it will give you satisfaction and happiness of drinking a soft drink in a
hot summer. It is a 30-second commercial that is easily understood of achieving contentment
when drinking a soft drink.
Coca-Cola sari-saring Happiness 2013
It involves a 30-second commercial that have a 48-word count, gave the feeling of
belongingness in a short span of choosing between two choices accompanied with the intimacy
of the tone being polite and grateful with the choices made and stressed of wanting to have the
guy be part and join their celebration.
Coca-Cola Sino ang Napasaya mo Today? 2014
The commercial involved song and few words that depict the story of being together through
soft drink and the happiness it can give. The tone for the first few seconds of the commercial
involved tense, as the mother is concerned with her daughter, and on the latter part, the use of
song that depicts the happiness when together with family and drinking a soft drink with
everyone. The 30-second commercial were able to produced 58 words that shows the chain
story of having a bad day to turn it into a good day.

Introduction
Communication helps one person communicate with another. If your intention is not
conveyed clearly, miscommunication may happen. Communication may happen verbally or
nonverbally. According to Van Hook (in Saylor Foundation, 2015) verbal communication

happens through the use of oral languages or written communication transmitted through sign
languages, finger spelling, etc., while nonverbal communication involves body languages, the
social use of space in a communication etc. Effective communication is possible if a person
knows how to handle and be able to speak ones information to another. Communication is the
ability to convey your ideas to others. One example is a persuasive speech which is to
influence and convince others to believe what you are saying. And one effective way to do it is
analyzing the paralinguistic features through the advertisement.
Advertisement, concluded in the study of Coulter et. al. (2001) is annoying because
people are all bombarded with the sales images and banners screaming buy me now. But
that is not the only purpose of advertisement, because, according to Alwitt and Rabhaker
(1994), it is also informative and (Calfee and Ringold) persuasive. Their approaches and
strategies are powerful; that makes the communication between the endorser and the
audience affects how they think and act (Boykin, 2009). Advertisement is divided into two
categories: Directional and Brand building. Directional advertising includes yellow pages,
catalogs, classified ads, movie listings, directories, industrial guides, etc. It is designed to help
potential buyers locate interesting information (Fernandez, 1995) making the communication
one-on-one. On the other hand, brand building advertising is an advertising that includes
television, radio, magazines, newspapers, etc. It tends to be product/services oriented with the
purpose to establish a positive image and creating demand for a product or service that leads
to eventual purchase (Barrow 1990; Rosenberg 1995) especially with the use of celebrities
that create mentality link to the consumers they are targeting (Amos et. al.) hence the
communication is one-to-many.
To convince the consumers, the advertisers use the power of persuasion, thus
Paralinguistic Features become a tool in which the advertisers will persuade the audience.
Paralinguistic is divided into two categories: The Vocal Paralinguistic Features that involves

Dynamic Intensity, Fluidity, Articulation, Sonority, Emotions and Tempo that will be discussed
in Discussion (see page.). And another one is the Body Paralinguistic Features that involves
gestures, facial expressions, postures, and proximity (although the researcher will only use
gestures and facial expressions (see page.)). That bridges the gap between the audience
and producers through the use of media which is the Television Commercials. Television
Commercials or is a type of advertising in which the television is the medium to inform the
target audience about a specific product or service.
The television commercials of a certain famous brand soft drink products are one of the
largest bottlers and vendors in the world and also one of the most popular commercials
throughout the world. A soft drink products can be seen almost everywhere especially in
television commercials, coming up with new ways to attract different consumers (in Business
Case Studies LLP) becoming one of many reason why this paper will analyze the
TELEVISION. Commercials of a famous soft drink are much viewed more than the other types
of advertisements and also have this allurement that makes the consumer want to buy their
products.
This paper then will analyze the paralinguistic features that are most effective and used
in the television commercials.

Background of the Study

This paper will analyze the paralinguistic features that can be found in a certain soft
drink Commercials..
The achievements of a soft drink Company were not achieved easily. Before becoming
a well-known brand, hurdles and criticism were laid in their path concluded in the paper in The

Saylor Foundation (2013) that many countries have banned the use of Coca-Cola products,
claiming that a certain soft drink company threatens the public health and encourages obesity.
The Saylor Foundation (2013) also stated that there is an abuse in child labor sweatshop,
discrimination in providing health care benefits to workers and lastly, other companies
introduces new soft drink products such as another type of soft drink. Despite such obstacles
a certain famous soft drink remained strong and pursued their goals until they reached their
fame and position in the business industry. Although, fame and notoriety does not come
knocking in their door.
Multiple strategies about how rhetoric works were experimented along the path. First,
bottling plant was built that caused a rise in demand for the soft drink products. Then, proving
successful, a certain soft drink company started reaching out to other countries such as
Hawaii, Mexico, until they reached the Philippines, operating now in over 200 countries (The
Saylor Foundation, 2013). A certain soft drink brand also kept its identity consistent, with their
iconic red and white logo (Coca-Cola Company, 2015) that are said according to the The
Saylor Foundation (2013), it instilled confidence that the product would taste the same
everywhere it is purchased. Lastly, the strategy they used throughout the world that made its
way to the hearts of the consumers are their message they wanted to convey: happiness,
pleasure (Warkentin, 2014) and refreshing (Feloni, 2015). And regardless of having different
backgrounds, with the persistent penetration of the slogans, catchy jingles, and creativity in
their advertisements a soft drink brand company was able to lay down the differences by
customizing the commercials to its local culture and languages (Warkentin, 2014). The
researcher then assumed that the study of a certain soft drink brand advertisements,
particularly television Commercials is a great way on how they developed and what were the
consistent messaged a message were conveyed to the Filipinos.

The focus of this paper is not how the advertisement is done or how and where the
commercial is produced. The focus is to analyze how the paralinguistic features are executed
throughout the commercials that can be seen and heard by using the Paralinguistic Features.