{"id":4351,"date":"2010-02-18T00:05:51","date_gmt":"2010-02-18T08:05:51","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=4351"},"modified":"2010-02-17T15:14:41","modified_gmt":"2010-02-17T23:14:41","slug":"mr-mrs-stupid-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/02\/mr-mrs-stupid-radio-commercial\/","title":{"rendered":"MEET MR. & MRS. STUPID, RESIDENTS OF RADIOCOMMERCIALVILLE"},"content":{"rendered":"

\"\"<\/a>\"\"<\/a><\/p>\n<\/p>\n<\/p>\n

I believe I stole the term “Mr. & Mrs. Stupid” from one of my newsletter subscribers.<\/p>\n

If not, I adapted some other term from that subscriber.<\/p>\n

(Funny how I manage to forget the name of the person whose term I blithely throw around during my radio copywriting workshops, huh?)<\/p>\n

While you’ve never met them in real life, you’ve heard them in plenty of radio commercials.<\/p>\n

The format is, roughly:<\/p>\n

MRS.: Honey, why are you (__________)?<\/p>\n

MR.: Because (__________).<\/p>\n

MRS.: But didn’t you know (__________)?<\/p>\n

MR.: Really??<\/p>\n

MRS.: Yes, and in addition they (__________).<\/p>\n

MR.: Wow! I guess I’d better (__________).<\/p>\n

MRS.: I think maybe we both should!<\/p>\n

MR. & MRS: (laughing)<\/p><\/blockquote>\n

Recently someone defended such inane commercials by saying you can’t write “naturally” when you have only 30 seconds in which to communicate your commercial message.<\/p>\n

Being limited to 30 seconds doesn’t preclude writing believable dialogue. A good radio commercial is nothing more than a conversation with the targeted listener. You’ve had 30-second conversations that didn’t sound like Mr. & Mrs. Stupid, haven’t you?<\/p>\n","protected":false},"excerpt":{"rendered":"

I believe I stole the term “Mr. & Mrs. Stupid” from one of my newsletter subscribers. If not, I adapted some other term from that subscriber. (Funny how I manage to forget the name of the person whose term I blithely throw around during my radio copywriting workshops, huh?) While you’ve never met them in […]<\/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-4351","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMEET MR. & MRS. 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