Organizing the Message

Our whole lives we learn how to write in an unblemished fashion.  Meaning, we can NOT have contractions, elipses, or even an overuse of commas.  So picture this, a life of being taught how to not write that and now being told to write the exact opposite way is pretty confusing.  I will find myself writing in this "proper" or "formal" way and then realize, "Wait, I can't be talking like this!"  Now I'm not saying use contractions and overuse commas in a research paper or proposal.  This is strictly for writing commercials and spots for radio and television.  The biggest thing a writer needs to do is to connect or relate to the target audience.  If we don't do that, then we are not doing a good job.  This is the most important part in writing.