U. S. Radio (Jan-Dec 1959)

^ HOMETOWN U.S.A. commercial clinic Balance Between Words And Music Is Major Problem in Commercials "One ol the most difficult jobs conIronting a producer of commercials today is to maintain proper balance between the ^vords and nuisic. Now that musical commercials are being produced with all the polish of hit recordings, there is some danger of the lyrics becoming lost in the fanfare," according to Robert E. Swanson, president of Robert E. Swanson Productions Inc., New York. In the competition among agencies and clients to turn out the most distinctive commercial of hundreds making the current radio rounds, the music has been heavily stressed, says Mr. Swanson. As a result, the lyrics — the sales messages — sometimes do not receive all the attention they deserve, in his opinion. "There has been a pronounced trend in the last couple of years," he says, "toward more complex arrangements and harmonizations plus larger orchestras and vocal groups. "Now that the novelty factor of singing connnercials has worn of? and everyone is using them, it is natural for advertising people to ^vant to compensate by making their commercials as entertaining as possible," Mr. Swanson explains. Advertising men and their clients are willing to spend large sums of money to create commercials Avith "hit tune quality," the producer states. "While this is all to the good when it achieves that aim, it is essential not be carried away by the music to the point where it over, whelms the lyrics," he remarks. "When working on connnercials, I always point up the words even when it means toning down a musi) cal arrangement dear to my heart." ; No matter how excellent the mu1 sic and the performance, the lyrics • do the basic selling job for the prod utt, Mr. Swanson declares. 1 iu' music should help by providing a pleasant and palatable backgroinul. Mr. Swanson has lieen successfully operating on this theory for a decade as composer, arranger, lyricist, vocalist and conductor. Among his radio credits he includes Aerowax, Piel's Beer, Kodak, Easy-Off, U. S. Steel, Du Pont, Campbell's Soup and Ajax. He has recently ojjened his own firm, now three months old. "What I have tried to do in all my assignments is sell the product with a simplicity devoid of triteness," he explains. "The fewer \vords the belter, but in any case they must always balance the music. If the words are simple, the melody may be somewhat more complicated. Likewise, if the music is plain, the harnionv can be complex. On the other hand, if tfic words are difficult, the nielodv inu->t be simplified." Working It Out In working out a coiunierc ial, Mr. S^vanson says that he usually writes for 20 seconds and then expands with another chorus for a minute length, leaving room generally for live announcer copy as well. For shorter eight and 10-second spots, he works with the principle, identifiable line. "The shorter the commercial the harder it is to write," he says, "because you have to pack more punch into less space. The agency will usually give you a list of six or seven points it wants to make and then you have to boil them do\vn and get them across simply and etfectiveh . " One simple and effective commercial— in the opinion of the Radio Advertising Bureau — is Mr. Swanson's effort for Northwest Orient Airlines, ^vhich Avon an a^vard from Mr. Swanson oversees at recording session. the radio Ijiueau as one of the best commercials of 1958. In this message, the producer explains, the airline w-anted to sell its Avhole corporate image as opposed to any particular service such as meals or sjieed. To achieve this, Mr. Swanson wrote light, airy music and kept the lyrics simple and catchy. "I was trying to give the impression of flight," he says. The commercial follows: Give wings to your heart. Your spirits soar. With Northv/est Airmanship. You fly as you've never flown before, Fly the best when you fly Northwest , Northwest Orient Airlines. One of the interesting points in the lyrics is the use of the word, "airmanship," an example of Mr. Swanson s theorv of not using two words when one will do. This conmiercial packed enough of a wallop, Mr. Swanson says, for the airline to credit it with substantial sales increases. • • • U. S. RADIO • Jamiarv 1939 51