Radio Advertisements: Reflection

Why writing radio commercials is not an easy task.

It is a hit-and-miss scenario when it comes to radio ads; there is a fine line between an ad that is equal parts entertaining and memorable and getting the right message across, and one that is trying too hard to appeal to the masses and ends up with listeners missing the point of the ad.

Writing a script for a radio ad is difficult in its own way. For one, the medium itself is constricting in several ways, such as its fleeting nature and being able to only stimulate the aural senses, which isn't necessarily a bad thing, just that accommodations may have to be made. For example, speech in radio commercials have to be short and concise, unlike in print ads or even television ads where visuals can help with absorbing the message better. Radio ads need to be catchy and memorable, with jingles and catchphrases because those tuned in to radio stations might have their attention elsewhere, or skip the ads entirely. Radio ads have to work their way through the subconscious part of their listeners.

Writers face the trouble of coming up with a script that is easy to understand and follow despite distractions on the road, but still needs to be interesting and entertaining enough to gain attention and stick with the listeners. How does a writer come up with something that is short and funny, with all the relevant information on the product without boring the listener? What words should be used? Long words that perfectly encapsulate the intention of the ad, or short ones that don't confuse listeners, but risk losing the proper vocabulary that can make a difference in the nuance of the ad?

There is no sure formula on how to make an ad that accomplishes everything a client would want, and it is especially dependent on the product and target audience. Airtime is money, and the client would naturally want every second  to be worth their money. Oftentimes, a radio ad is either funny in a silly way, or intelligent in a boring way. There has to be a give and take in one way or another, because there is no way of pleasing everyone.