Monday, July 16, 2007

Annoying Commercials, Why?

Listen/watch/surf anything, most noticeable for me on the radio, because of my remote and pop-up blockers. I listen to Sports radio in Chicago, usually the Score, because it tends to annoy me the least of what I put on. Apparently, ad execs come up with some template for a commercial, and continue to seel it until everyone is sick of it. Even though they might sell it only a few times, it is amplified by the constant replays. There is some very small amount of time that radio people consider a regular listening cycle, like 30 minutes, and maybe you will only hear the damned commercial one time if you only listen within their tested demographic, but if you sit and listen to the radio throughout the day, or a ball game, well, you find yourself wanting to wring the life out of some disembodied voices.

Which templates am I talking about now? Okay, here's the two commercial types I'm completely csick of:

First, it's the guy calling into the consumer help line. It started out as a beer commercial, where the guy was calling to ask where the taste was, and I got sick of that one quickly and am still often treated to it.ow coke zero has the same setup, you yawn at first, then want to just delete the commercial like a pop-up. But oh no, it's radio, all you can do is switch stations.

Then, it is the couple team, with the doltish husband and the condescending, high pitched wife. If I hear her say, "Tell them about the discount, Herb," , once more, I'll ... I feel like that every time, by the third time she chirps over his voice, and before she does it several more times. They are also everywhere, on several manifestations of that simple, stupid, setup.

I took some media writing classes, and though I don't care to exercise most of what they told me in those classes myself, I also am not spending millions on advertising. One thing I distinctly remember is that you DON'T TRY TO ANNOY THE AUDIENCE. Someone has forgotten that.

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