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===== - 21 - c r .GENERAL HEWS OF • BROADGASTING RESEARCHER TABULATES RADIO COMMERCIAL VOCABULARY Writers of radio commercials have some standard ideas on the subject of words you like to hear, according to a survey of 303 commercials made by David L. Thompson, graduate student researcher in the University of Wisconsin School of Journalism. Tile word most used is "you.” It appears eight times a commercial on the average. "Wonderful" is next, a total of 167 times by the 303 commercials. Then come--in order—"new," "good," "better," "fine," "best," "effective," "natural," "big," "fast," "finest," "great," "efficient,/■’"improved," "nice," and "favorite." But the words that writers thought listeners Tike the best--just for the sound when they are spoken^-are these: "Pleasant,","sparkling," "beautiful," "lovely," "refreshing," "perfect," "delightful," "loveliest," "pleasure,-" and "pleasing." For his study, Thompson picked only the most successful network commercials of 14 advertising agencies submitting the commercials for examination. Eighty-seven were for food products, 94 for soaps and cleansers, 31 for smoking materials, and 91 for drugs and toiletries. Purpose of Study "The purpose of the study was to Team which of the words and phrases comprising the vocabulary of radio commercials have the greatest appeal," Thompson said.' "Appeal was determined by measuring the repetition -of words and phrases in the most effective and successful commercial continuity on the airwaves." None of the words was used less than 10 times and most were used much oftener. Thompson found that radio writers have an array of favorite words for use in specific instances.' To establish a congenial atmosphere the announcer addresses the radio audience with "you," "ladies," "folks," or■"families." The time for action is "today," "now," "tomorrow," or "daily." Listeners are most often commanded to "try,"' "remember," "get," "buy," "enjoy," "use," "serve," "take," and "taste." The reasons for the commands are provided by "words of factual reference"—"easy," "American," "doctors," "tests," "facts,"..... "economical," "world," "guarantee," "thrifty," and "convenient." ; Superlatives and Prestige Of the superlatives, none of the Hollywood favorites were even ringers, but writers often put "quick," "special," "handy," "speedy," "amazing," and "super" into the announcers’ mouths. A variety of words with taste appeal were used: "fresh," "mild,' "smooth," "rich," "pure," "light," "creamy," "clear," "tender," "sweet," and "tasty. 1 Writers also often appealed to the,listener’s sense of prestige. Phrases used with prestige in.mind were often "there’s no finer," "that’s why WE suggest," "call for it by name," and "so why not join me." Thompson’s survey disclosed that the listener is often told to "ask for," "look for,' "always use," and "depend on.” These phrases are usually used with the advertiser’s brand name. Although the writers' supply of adjectives and other words appealing to most listen¬ ers seems to be fairly limited, it could not be called unsuccessful. The commercials used in Thompson's study represented three-fourths of the gross network expenditures for 1950-51.