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COMMERCIALS AN ART?

QUESTION:

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 a product?

4. Are there any laws or regulations about radio commercials in U.S.A.?

DAN REPLIES:

>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 specific audiences.

>3 What does radio ad look like to move the listeners to buy a product?

Cut through the clutter

Establish a need

Offer a solution

Present the sales message in a way that relates to the consumer's life

>4. Are there any laws or regulations about radio commercials in U.S.A.?

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.

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