Download TV and Radio Ads

Unit 5
Television and Radio
Advertising
Ad Buzz
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Commercial television stations began
broadcasting in the 1940s.
Modern television advertising shows a
trend toward shorter advertisements, with
lots of hard cuts (rapid shifting from one
image to another) and music.
Old television and radio advertisements
would sometimes last a minute or more;
now, there many advertisements that last
only ten seconds.
Ad Buzz
- Many advertisements try to appeal to impulsive
decisions by people who are on the road – for
example, for a fast food restaurant, a coffee
place, a convenience store, and so on.
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There are over 4,700 commercial radio stations
on the AM band and over 6,000 stations on the
FM band in the United States.
There are over 1,300 commercial broadcast
television stations in the United States.
The Hard Cut
- A hard cut occurs when the televised
image or scene on the screen
abruptly changes to another,
possibly very different, image.
- A thirty-second television ad twenty
years ago may have had only one or
two cuts. Today, a thirty second ad
may have dozens of hard cuts.
Lights! Cameras! Tunes!
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Jingles are short songs written for an ad which
usually names the product in the song and
contains lyrics about the value on that product.
Advertisers have begun to rely more heavily on
popular songs that have previously been
preformed by well-known artists.
Microsoft paid the Rolling Stones $12 million to
use their songs Start Me Up when the company
introduced Windows 95.
Television Commercials
and Settings
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The location of where the activity occurs in
a television commercial is called the
setting.
Many advertisers today emphasize
experiential marketing. This means that
they don’t focus on the product being
sold, but on how the product (supposedly)
can make the consumer feel.
MTV and You
- MTV uses some of its employees to
do “cool hunting”. Cool hunters go
out into different communities to talk
to teenagers about what’s cool right
now and what’s not.
Product Placement and
Positive Attitudes
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Advertisers are putting more
attention into product placement.
Advertisers pay the producers of
television programs to show the
characters on those programs using
the advertisers’ products.
You will not see a bad guy use the
“placed” product.