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Thread: The DC Comics New 52 Radio Ad Is Quite Abysmal

  1. #1
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    Default The DC Comics New 52 Radio Ad Is Quite Abysmal

    This is the approved DC radio ad that retailers can run in their local area, and get 75% of the costs back. Shame it's so very very dire.



    Some of you know that for most of my working life I was an advertising copywriter, and for most of that career I specialised in radio.

    Well, this is an awful ad.

    Purely technically, you can't pronounce a hash tag. Should that be read "Number Ones"? Unfortunate toilet connotations there. Issue Ones then. You repeat "fifty-two.. new... issues" within seconds, and then say "new" again, straight away. Horrible clunky.

    But not as clunky as writing the first few lines as headline poster or press copy, not a sentence to be read by the human mouth and listened to by the human ear.

    The sentences are overlong and not written for natural speech, with plenty of clauses. Acceptable for written text, not for anything that has to be read aloud. The basic rule of writing radio is always read it aloud. From the evidence of this co-op ad I can't believe that happened here.

    Then there's telling the audience who they are. It's like you just read out the demographic section in the brief.

    Seriously, it hurts. This is the equivalent of seeing an ad agency write a comic book based on what they think a comic should be, without actually reading one. This smacks of someone writing what they think a radio ad should be. Without actually listening to any.

    Things they could have done.

    Find a way to read all fifty-two titles fast, one after another. Gets over the range and may pique curiosity.

    Get audio of some of the creators talking about their books and craft an ad around that.

    Yes even Grant Morrison. Write an ad around Grant's American translator, translating each line.

    Dramatise some of the people you say you're talking to, and show how it answers the problems. Love superhero movies but can't wait the long periods between them? Someone who wants to try, but doesn't know where to start? Someone who used to love comics but fell out of favour, who suddenly find an old longbox? Dramatise that moment, that feeling, that conversation, without being cheesy and provide a positive emotional reason for someone to pick up a comic.

    You could even dramatise scenes from a comic. You don't even have to say what it is straight away, tease them with some fascinating aspect of a comic, then give us a To Be Continued At Comics Comics Comics, on the corner of Hilton and Schmilton or whatever, launching into the relaunch facts and figures if you must.

    It's not that hard, it just needs a little imagination. And you're a comic book company, you should have loads of it, spare. As it stands this is the least inspiring way you could have gone. I mean seriously. I want to kick something right now.

    I wasn't expecting anything award winning. But this sounds worse than the radio ads for the local carpet shop.

    Comic book stores, run your own ad. It may cost you four times as much without DC's co-op payment, but you'll get four times as much custom. Hell, I'll write you a script for free...

  2. #2
    Bleeding Cool Matt Spatola's Avatar
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    This article just makes me laugh. Rich is criticizing the writing of the ad because of it being 'clunky', 'overlong', and 'not written for natural speech'.

    As if all the misspellings and hideous grammar weren't enough evidence, I guess this is further confirmation that Rich never reads his own writing here on Bleeding Cool.
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  3. #3
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    But Rich isn't writing for radio here.
    "Jerkface is you, asshole!"

    --Greatest comeback ever, from cpahl2000.

  4. #4
    Bleeding Cool Matt Spatola's Avatar
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    No but you and I both know that Rich's writing is hard to understand most of the time. His sentences are clunky and overlong. And they might not be written for natural speech but they are also many times not written for natural 'reading'.
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    Eh, he's mostly single-handedly trying to churn out enough posts per day to fill a major comics news site. I'll cut him some slack.
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  6. #6
    Time Out QCCBob's Avatar
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    It is rather pointless, though. Give Rich a spell checker and he kicks it's butt hands down and probably gets a twitter fued or fist fight out of it!!!

  7. #7
    Bleeding Cool Matt Spatola's Avatar
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    Quote Originally Posted by Matt Adler View Post
    Eh, he's mostly single-handedly trying to churn out enough posts per day to fill a major comics news site. I'll cut him some slack.
    Suck-up......
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  8. #8
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    Doesn't look that bad to me. But what do i know, i'm just a potential customer

  9. #9
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    Quote Originally Posted by Matt Spatola View Post
    No but you and I both know that Rich's writing is hard to understand most of the time. His sentences are clunky and overlong. And they might not be written for natural speech but they are also many times not written for natural 'reading'.
    It's Bleeding Cool, not Reading Cool.

  10. #10
    Dean of Cool University Drew Melbourne's Avatar
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    Quote Originally Posted by Matt Spatola View Post
    No but you and I both know that Rich's writing is hard to understand most of the time.
    That has not been my experience. This suggests that either (a) you're wrong or (b) my reading comprehension is much better than yours. Am I missing an obvious third option?

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