{"id":2001,"date":"2009-09-07T00:05:33","date_gmt":"2009-09-07T07:05:33","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=2001"},"modified":"2009-09-06T19:10:01","modified_gmt":"2009-09-07T02:10:01","slug":"georgia-lottery-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/09\/georgia-lottery-commercial\/","title":{"rendered":"WHEN TAXPAYERS FUND ADVERTISING CAMPAIGNS"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2009\/09\/Money-Toilet.jpg\" alt=\"radio commercials graphic\" title=\"radio advertising graphic\" width=\"286\" height=\"352\" class=\"aligncenter size-full wp-image-2012\" \/>Welcome to another look at award winning radio commercials \u2014 spotlighting the good and the bad from the\u00a0 2007 Radio Mercury Awards. This one was a finalist.<\/p>\n<p><strong>Question: <\/strong>What&#8217;s wrong with this radio commercial?<\/p>\n<p><center><object classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"204\" height=\"79\" codebase=\"http:\/\/download.macromedia.com\/pub\/shockwave\/cabs\/flash\/swflash.cab#version=6,0,40,0\"><param name=\"play\" value=\"true\" \/><param name=\"loop\" value=\"false\" \/><param name=\"quality\" value=\"high\" \/><param name=\"wmode\" value=\"transparent\" \/><param name=\"flashvars\" value=\"bUseColor=true&amp;sCustomColor=9451520&amp;bUseText=false&amp;sBrandText=&amp;sBrandUrl=&amp;bAutoPlay=false&amp;bCloakUrl=true&amp;mp3url=jvIM5%2A%21%2BCx%2Fqh%2E%2Fdoo%211Ixoc0Fs%2F%2DNgqsgkc%24L%2F%2Cg7a%2A%2E%2F0\" \/><param name=\"src\" value=\"http:\/\/www.danoday.com\/siteaudioplayer.swf\" \/><embed type=\"application\/x-shockwave-flash\" width=\"204\" height=\"79\" src=\"http:\/\/www.danoday.com\/siteaudioplayer.swf\" flashvars=\"bUseColor=true&amp;sCustomColor=9451520&amp;bUseText=false&amp;sBrandText=&amp;sBrandUrl=&amp;bAutoPlay=false&amp;bCloakUrl=true&amp;mp3url=jvIM5%2A%21%2BCx%2Fqh%2E%2Fdoo%211Ixoc0Fs%2F%2DNgqsgkc%24L%2F%2Cg7a%2A%2E%2F0\" wmode=\"transparent\" quality=\"high\" loop=\"false\" play=\"true\"><\/embed><\/object><\/center><\/p>\n<p><strong>Answer:<\/strong> Everything.<\/p>\n<p>It features one of the most amateurish, incompetent uses of sound effects I&#8217;ve ever heard. Those voices are not airline passengers. They&#8217;re generic crowd conversation voices.<\/p>\n<p>Why is that important?<\/p>\n<p>Your sounds are supposed to help paint the desired picture in the targeted listener&#8217;s mind. That SFX selection doesn&#8217;t paint the picture of passengers on an airplane. And the sounds of people screaming? Maybe on a roller coaster, not in a pressured aircraft.<\/p>\n<p>In addition to being the wrong sound effects, they&#8217;re utilized \u2014 sorry to repeat the adverb, but it&#8217;s the most accurate word choice \u2014 incompetently.<\/p>\n<p>According to this lame story, the pilot terrifies the passengers by saying he&#8217;s going to take a nap. They scream in horror.<\/p>\n<p>But as soon as he cracks the intercom microphone again (but before he speaks), the crowd stops screaming and reverts to its generic, loud multiple conversations. They don&#8217;t continue screaming, and they don&#8217;t stop talking\u00a0 in order to hear the pilot reassure them that, despite their tremendous fears, he was only kidding.<\/p>\n<p>Even with the inane sound effects, you might have pictured the pilot, perhaps the frightened passengers.<\/p>\n<p>But did you picture yourself buying a lottery ticket? Or your life that has changed for the better because you won the lottery?<\/p>\n<p>Highly unlikely.<\/p>\n<p>The announcer says,<em> &#8220;There&#8217;s a place for fun &amp; games&#8221;<\/em> and that the Georgia Lottery is <em>&#8220;all fun &amp; games.&#8221;<\/em><br \/>\n<strong><br \/>\nClue #1:<\/strong> People don&#8217;t buy lottery tickets because it&#8217;s fun.<\/p>\n<p><strong>Clue #2: <\/strong>Ask 1,000 Georgians to list all the games they can think of. Then notice that not one of them includes &#8220;lottery&#8221; in his or her list.<\/p>\n<p><strong>Clue #3: <\/strong>People buy lottery tickets in the hopes of changing their lives. That concept, however, is nowhere to be found in that stupid airline story.<\/p>\n<p>This was a story about an airline pilot messing with people&#8217;s minds \u2014 apparently that jerk&#8217;s idea of fun &amp; games.<\/p>\n<p>But the announcer tells us the Georgia Lottery is the &#8220;place for fun &amp; games.&#8221;<\/p>\n<p>So let&#8217;s rework the tag line for them, shall we?<br \/>\n<em><br \/>\n&#8220;The Georgia Lottery. We&#8217;ll mess with your mind.&#8221;<\/em><\/p>\n<p>Do you really believe that approach sold even a single extra lottery ticket?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to another look at award winning radio commercials \u2014 spotlighting the good and the bad from the\u00a0 2007 Radio Mercury Awards. This one was a finalist. Question: What&#8217;s wrong with this radio commercial? Answer: Everything. It features one of the most amateurish, incompetent uses of sound effects I&#8217;ve ever heard. Those voices are not [&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-2001","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 v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WHEN TAXPAYERS FUND ADVERTISING CAMPAIGNS - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2009\/09\/georgia-lottery-commercial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WHEN TAXPAYERS FUND ADVERTISING CAMPAIGNS - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Welcome to another look at award winning radio commercials \u2014 spotlighting the good and the bad from the\u00a0 2007 Radio Mercury Awards. 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