Although television and radio differ, capturing a listener's attention is not as complex as one may believe. Think about it, how many jingles have you heard in radio commercials that stuck with you for hours after hearing it? You know the soft drink and alcoholic beverage commercials? How many catchy phrases have you mocked because they were cool and caught your attention? Just as television utilizes video effects to capture a viewer's eye, radio uses sound as a method to intrigue those who are listening.
When the radio announcer goes into the studio to record a commercial, it is important to compose a script that is concise and to the point. Additionally, the music bed (background music), sound effects, and the overall energy and enthusiasm in his or her voice must be on point. A good script in my opinion is one that identifies the who, what, when and why within the first 15-20 seconds of the spot. Scripts that pose a question in the beginning are good too because they get the mind to ponder while you are listening. Not to mention, something to spark a laugh or two adds that extra flavor that goes well with promoting a product or service.
The music bed must be a tune that stands out or one that is easy to relate to. This sets the pace for the commercial and gives the announcer that extra push of excitement to talk about the product. For example, a little jazz with pizzazz to talk about a car dealership or restaurant with class or a bit of Hip-Hop to promote an all night club that does not stop tends to work just fine in today's broadcasting age.
Sound effects add extra value to a radio commercial as well because they help to expand the imaginative mind for the listener just as graphical images or amazing photos do for someone watching television. The sound effects help radio commercials come to life! Stereo phonic sounds, loud clashes, and any sounds that illustrate the significance of the product or service being advertised make the difference.
So, the next time you hear a radio commercial that entices you to inquire about a product or service, just remember what aspect of the spot that encouraged you to take action.
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