VO4TA: Commercial Copy is Everywhere
The world of commercial copy is broad and limited at the same time. It's always written in an astonishingly similar style. Now it just talks to us in different places. It's all about paying attention.
Look at print. Billboards. Magazines. Point of Sale.
Copy is written very similarly across media to create relationships between the magazine ad in the doctor's office, the billboard in the bus shelter, the 30 second spot on Discovery Channel or the 2:30 advert online.
So, practicing commercials has never been easier. You can pick up a mass market magazine like Elle or Car and Driver or Details and the print ad text can be transcribed by you and practiced. You even get a sense of the way the copy is read from the photos.
Take the Mike and Ike campaign for example. They've got print on the subway with their tag, there are a few 30s on TV and longer videos online. You can hear the kind of read they chose to match their brand concept and learn from it.
It's all there for the taking.
Hugh P Klitzke is voice casting director and studio manager for a leading bicoastal talent agency.
He never understood the attraction to Mike and Ike or Good and Plenty. But Choo Choo Charlie is an awesome jingle and there need to be more awesome jingles in the world.
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This is a personal weblog. The opinions and ideas expressed here are my own and are not those of any of my employers.
