June 17, 2007
It goes by so quickly -- sneeze and you'll miss it -- that it's almost not there at all. Just as one song on the radio fades away and another begins, a ghostly voice intones: "Iced coffee at McDonald's."No elaboration, no product superiority claims, no "tastes great!" braggadocio. Just four words. And gone.
Way back when, radio commercials were 60 seconds long. Eventually, the :60 begat the 30-second ad, which begat the :15. More recently, some spots have shrunk to just five seconds. Now, "Iced coffee at McDonald's" is part of the vanguard of radio commercials that take this trend to its obvious next diminution: the two-second ad.
Two-second ads have been popping up anew -- briefly, of course -- on stations owned by Clear Channel Communications, the radio leviathan that developed the concept and began selling it to marketers last year. Listen closely, and quickly, and you'll hear the McDonald's adlet between spins of, say, "Spirit in the Sky" and "Another Brick in the Wall" on local oldies station WBIG-FM. Or you might hear the fast-food chain's jingle -- Bah-dah-bam-bam-BAH! -- between Billy Joel and Elton John tunes on WASH-FM, Clear Channel's soft-rock station.
The two-second spots may have an advantage, though -- longer commercials are just plain annoying, and listeners often change stations. these little blips are over before you know it -- if we start seeing more of these, perhaps it is because stations discover that it keeps the listeners tuned in.
But still, i sort of wonder if we are not reaching back into the age of subliminal seduction.
Posted by: Greg at
03:13 AM
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