{"id":17813,"date":"2015-01-06T00:11:55","date_gmt":"2015-01-06T08:11:55","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17813"},"modified":"2015-01-06T00:11:55","modified_gmt":"2015-01-06T08:11:55","slug":"radio-advertising-serious","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2015\/01\/radio-advertising-serious\/","title":{"rendered":"RADIO ADVERTISING: How To Do A \u201cSerious\u201d Commercial Believably"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\">I don&#8217;t want to say much about this radio commercial until after you&#8217;ve listened to it.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">I&#8217;m sharing it with you as a contrast to this radio commercial I critiqued last week.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Here&#8217;s the spot.<\/span><\/p>\n<p><audio class=\"wp-audio-shortcode\" id=\"audio-17813-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2015\/01\/12ODOT-Sarah-Katie.mp3?_=1\" \/><a href=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2015\/01\/12ODOT-Sarah-Katie.mp3\">http:\/\/danoday.com\/blog\/wp-content\/uploads\/2015\/01\/12ODOT-Sarah-Katie.mp3<\/a><\/audio><br \/>\n<span style=\"font-size: 14pt;\">That&#8217;s an example of radio ad that delivers a somber message\u2026believably.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Unlike <a href=\"http:\/\/danoday.com\/blog\/2014\/12\/radio-commercial-anti-texting\">this radio commercial<\/a> that I critiqued last week:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">The message is clear.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">The message is compelling.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">The message doesn&#8217;t require interpretation or decoding by the the listener.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">The situations depicted are realistic.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">The spot doesn&#8217;t try to be &#8220;serious.&#8221; The story it tells is serious, which frees up the announcer to\u2026just talk to the listener. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">The announcer on the other commercial didn&#8217;t overdue it, either. But the woman&#8217;s delivery strained to declare, &#8220;What I&#8217;m saying is TRAGIC. Just listen to all this tragedy!&#8221;<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: 12pt;\">You&#8217;ll find a more detailed analysis of exactly how &amp; why this radio commercial works in <a href=\"http:\/\/danoday.com\/hypnotic-advertising\">Hypnotic Advertising by Dan O&#8217;Day<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I don&#8217;t want to say much about this radio commercial until after you&#8217;ve listened to it. I&#8217;m sharing it with you as a contrast to this radio commercial I critiqued last week. Here&#8217;s the spot. That&#8217;s an example of radio ad that delivers a somber message\u2026believably. Unlike this radio commercial that I critiqued last week: [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-17813","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RADIO ADVERTISING: How To Do A \u201cSerious\u201d Commercial Believably<\/title>\n<meta name=\"description\" content=\"I won\u2019t say much about this radio commercial until after you&#039;ve heard it. 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