Doggie Poop – Part II
For continuity, I am including a slightly re-worked copy of the dog grooming spot provided in my most recent. The script provides a demonstration of using the sensory modalities in order to; more powerfully and influentially communicate a set of concepts and, to provide a more emotionally compelling spot for the benefit of the advertiser.
(Music up and Anncr,)
"Once there was a dog. This brindle-brown, terrier-sized mutt was sporting tightly matted fur and a worn and crumpled patch over one eye. While bouncing up and down on overgrown paw nails clicking on the pavement in an infectious and cheerful manner, he was happily barking an invitation for a petting,”
“However, the following couldn’t be avoided: This pooch was also sporting a 4-inch, steaming, yellow turd dangling from its butt. It was like another appendage – only this one would burn in, making my eyes water and traumatize and collapse my nostrils. The wretched stench was strong enough to pass through Kevlar.”
“In those moments, were I to foolishly take a bite of my burger, I would put me off meat for, like, forever. Doggie, meanwhile, seemed to want to lick my hand, but I knew where that tongue had been and I wasn’t getting anywhere near that.”
“Fortunately, the application of a few of Dr. Brown’s Pet Medicines and Fine Grooming Products would turn this hound from hell into a harmless and affectionate little critter-companion. Dr. Brown’s Transformational Pet Medicines and Fine Grooming Products are available at pet stores everywhere. Works great for cats, too. Camels – not so much.”
(Music out)
So. That guides a listener/reader to generate a very specific scenario and leads them to the transformative aspects of the products. The key is in that the spot introduces the sensory modalities – some in specific detail. The reader/listener is compelled to engage in generating internal, sensory responses, if for no other reason than to make sense and to understand what is being read/said.
The spot includes:
• Visuals – multiple images of the dog.
• Kinesthetics – the feelings of touching or avoiding touching the pooch.
• Different Kinesthetics – the emotions developed during a listen to the spot.
• Auditory – the dog barking and nails clicking.
• Olfactory (smelling) – getting a whiff of the dangling steamer.
• Gustatory (taste) – the idea of having a bite of a burger while everything else is going on. (Really sorry about that.)
Woven into the script were a few descriptions and commentaries, as well. Plus, the joining of two of the elements (taste and smell) as simultaneously-occurring elements was also introduced. That might have been a cruel, nasty and probably unwelcome piece of trickery, but it was there, so I applied it. Granted, I took some liberties with the non-PC components, but the gist of the spot was still well established. By all means, however, keep those critically abusive cards and letters coming. (Cheques are also welcome. Interac transfers are more convenient.)
I am satisfied that most readers would agree how an approach of this kind would be far more effective than featuring an oh-so-boring list of features and benefits. Not only would this be of value to a listener because of its entertainment and engagement value, it would be of a greater benefit to the advertiser by generating emotional connections with and about the products. Plus, an emotional connection can overrule many price points.
Of course, contemporary radio has made the production of such a spot a practical impossibility. I am unconvinced that radio’s owners and managers are even willing to concede the benefits of arranging for emotional tie-ins between listeners, products and services. Certainly, what makes this even a greater difficulty has been the systematic suppression and, in many cases, the complete elimination of those talented folks that would line up to participate in such productions.
Meanwhile, “these difficult times” will only serve as a convenient, and still painful but dwindling dodge to avoid taking on the responsibility and yes, the need for radio to unleash a portion of its full potential. To participate as a rejuvenated and powerful entertainment, informational and advertising medium has to, indeed, be taken on as radio’s new mandate.
I have considered the alternatives – maintaining the status quo and/or giving up altogether. Both are untenable and unacceptable.
Please note: I am inviting reader comments be sent to my email address (below).
Ronald T. Robinson
info@voicetalentguy.com