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Where Has All the Imagination GoneCreativity Goes Begging In Favour of Laziness
I have been involved in and out of radio for many years. From motor sports commentary, technology shows and even a DJ for a short time, I love radio its immediacy and intimacy. Much friendlier than television in many ways. But now, with digital radio on our doorstep, is it not time to take a step sideways and have a look at one aspect of radio that to me at least, is almost an embarrassment?
Advertising. Or more correctly, the quality of advertising.
As creative professionals, I am sure (at least I hope) that we all cringe when we listen to the current clichéd bunch of excuses for adverts that seem to be the current trend. Ads like the one for the rent a car company (that is mimicked by heavens knows how many others) where the voice over guy starts the ?read, gets to the part about the ?5th day is free then asks the sound booth operator if it is true. Switch to tinny voice of sound booth operator confirming and telling him to get on with it. Nauseating and been done a hundred times.
Or the fictitious ?testimonial a la Mathemagic Computer Tutor where the (assumedly) mother and father try and convince us their young ?un has gone from 170 something in the group to 40 something in 3 terms of maths tutoring. At one point this ad seemed to be running about three to the hour on one station for 8 hours a day for a week.
And who could forget your best :
Person 1: ?Did you see that xyz are selling abc for 123? Hey where are you going
Person 2: ?To xyz to get an abc for 123 of course
Person 1: ?Wait for me!
These style ads were running in the 1960s for goodness sake. And dont give me the nonsense they are still with us because they work. If that were true we also would be copping more of the same with TV (yes I know we DO get a portion of repetitive style ads that also have been around for yonks, but there is also a lot of innovation as technology has matured). These radio ads are still with us because copywriters have got lazier and lazier.
Lets hope with the digital format giving more scope that some imagination and creativity can be brought to play.
David is the owner and publisher of Australian Videocamera. He has a background in media dating back to 1979 when he first got involved with photojournalism in motorsport, and went from there into technology via a 5 year stint with Tandy Computers.
Moving back to WA, David wrote scripts for Computer Television for video training for the just released Windows and Office 95 among others, and was then lured to Sydney to create web sites for the newly commercial Internet in 1995, building hundreds of sites under contract to OzEmail including Coates Hire, Hertz Queensland, John Williamson, the NSW Board of Studies and many, many more.
David can be contacted via email@example.com
Related Keywords:Digital radio, radio, Advertising, scriptwriting