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The Scarf

Writing for Radio and TV

It's all about keeping the focus and using a variety of means to achieve a single aim in a very short space of time.

Whether the ad is for branding or it is a call to action, the important communication happens long before the advert is ever made; it happens when the script and concept is being presented to the client for their approval. If they don't get it, they won't approve it, and the advert will never reach the eyes and ears it was intended for.

Working as a senior creative writer at a busy radio hub, I will write more than 2200 radio commercials in a year. Let's say each of those commercials runs just 10 times, I am responsible for 11,000 minutes (over 180 hours) of radio during the year. Admittedly, this is across four stations regularly and a few others as required, but it is still more than 2,750 minutes (more than 45 hours) of radio time per station per year.

What does a radio advert look like? Here's one I prepared earlier - I have removed the names and identifiers of the advertiser.

Remember, with radio, I can play tricks on you. It is all about theatre of the mind.

CASTING

MVO – deep voiced

SCENARIO

 

PRONUNCIATION

 

ANCR            There’s a bra fitting in progress... let’s listen in.

FVO              Okay... let’s try this one for size and fit.

sfx               Cartoon stretch

FVO              Now this strap should fit snuggly over here.

sfx               Cartoon stretch and snap

FVO              And this strap should fit flat across your back.

sfx               Cartoon stretch and snap

FVO              Perfect... how does that feel?

                   It should be very comfortable.

MVO             Yep... that’s fits perfectly.

                   I’ll take two.

ANCR            <name>’s trained staff individually fit bras to give you the best support and the most comfort.

                   For a perfect fit every time, whatever your body shape... <name>... <address>.

That one got the whole town talking, and is still running months later.

Not sure on the terminology?

  • FVO - Female Voice Over
  • MVO - Male Voice Over
  • SFX - sound effects
  • ANCR - Announcer

Here are some more examples from the last 12 months or so. I have supplied them all on a single page, with anchors (bookmarks) to allow you to quickly navigate to a section of interest.

 Want to see some more samples?

Click here

PLUS My tips to another breakfast crew are here - with appropriate apologies to Douglas Adams.

Creativity is as essential to life as oxygen

Send mail to David with questions or comments about this web site.
Copyright © 2009 David Sell - Freelance Journalist and Writer