BlogHop

Radio has long been a trusty companion from news, to music commentary and the occasional weather report )no dbout on repeat for the summer months in the UAE: hot and hazy again? Well, what a surprise), the radio often makes a companion for car journeys, appropriate background for household chores and essential entertainment when there’s nothing on the telly.

That’s the way it was, at least, before the rude intrustions of the radio advert. Suddenly stations are ruled by incessant jingles, bad timing and dodgy fake American accents – the job description of a radio DJ. Now don’t get me wrong, I’m partial to a good sales tactic. But when the advert becomes so irratating that I’m forced to turn the radio off completely, I suspect the sales value may be ess than total.

First there’s the kind of advert brands like central vacuum that has obviously waved chocolate bars or other goodies under the noses of the producers so that the ads air at least once every ten minutes. Its not good selling -its just plain annoying. If it didn’t appeal the first time round, it certainly won’t change your mind the fourth time you hear it several minutes later, listening through gritted teeth. By the end of the day you’re not only wanting to buy the product – you actually want to buy into a different radio station.

Then there’s the type of advert that comes with hyperactive sound effects or jingles. Not every second word has to be emphasized with a dodgy sound effect pulled from the top shelf of a dusty recording studio. Does the word “safari” really need the noise of an elephant to accompany it? Not if you like your sanity intact it doesn’t.

Finally there are the voiceover people who have desperately tried (and failed) to get into acting. Instead they have chosen radio, and to add to their creative lustre they opt to create cool accents for their radio parts. Only its not cool at all. Whatever happend to the nice, simple format of old-time-radio – bit of music, bit of and commentary? Its bad enough when the over-hyper disc jockey cuts into your favorite song with some unnecessary quip, but a whole hour of adverts around one or two songs? No sale here: I’d rather read the paper.