COMMERCIALS AN ART?
I am a student of Media School in Poland and I am writing a report
about radio commercials. I would be very grateful if You could
answer for some my questions.
1. Is a radio commercial a kind of art?
2. What is a future of radio ad, do you think it will still exist
in the next 5-10 years?
3. What does radio ad look like to move the listeners to buy
4. Are there any laws or regulations about radio commercials
>1. Is a radio commercial a kind of art?
I would say it is a craft, rather than an art. An artist expresses
what is inside him (an image, a feeling); a craftsman expresses
an external message (e.g., a piece of furniture designed by someone
else). In a radio commercial, the intended message (buy our soap,
drink our cola) already has been determined before the writer
and producer of the commercial come on board.
>2. what is a future of radio ad, do You think it stop exist
in next 5-10 years?
I cannot imagine why it would cease to exist in the next decade.
I think radio advertising will become more robust, as markets
continue to fragment; radio is excellent for targeting highly
>3 What does radio ad look like to move the listeners to buy
Cut through the clutter
Establish a need
Offer a solution
Present the sales message in a way that relates to the consumer's
>4. Are there any laws or regulations about radio commercials
There are laws regarding false advertising; you are not allowed
to make factual claims that are not true. Also, the sponsor of
the commercial must be identified during the commercial.