Sample Commercial Review

We're going to listen to a few commercials from a Washington, DC AM radio station.  As you listen to each, answer the following questions.

1. What is the commercial's main persuasive strategy?
• Humor?  Direct sale?  High pressure?
• Is this an appropriate strategy for the product or service being sold?
2. Does the spot have too much information?
• What can't you remember from the spot?
• Is this effectively packaged for someone driving or without a means of taking notes?
  
3. Describe the "talent".  
• Do they do a good job reading their lines? 
  
• Do they sound like they are giving an "extemporaneous presentation"?
• Are they professional media talent?
• If they aren't, why do you suppose they were used?
4. What SFX are used?
• What are their use?
• Start with music.  Is there any? 
  
• What's the music's purpose?
• When does it start and why is it placed there?
• For general SFX, answer the same questions.
• Are they congruous with the spot's message?
5. What are some other sources of ethos in the commercial?
6. Finally, what choices hamper the commercial?
• Are their ethical dilemmas, where the listener might be asked to like something they shouldn't?
• Where does the message undercut itself?