【圖書簡介】 Over the past fifty years， radio advertising has become more imaginative， more entertaining， and， especially， more humorous. This book presents the first in-depth look at some of the funniest–and most effective–radio commercials created during this time. More than an enjoyable part of popular culture， the commercials featured here illustrate how good advertising can leverage humor effectively to make a sale. And Now a Few Laughs from Our Sponsor offers expert practical analysis from advertising veteran Larry Oakner; the accompanying free CD-ROM allows readers to listen to original recordings of the commercials. Oakner presents a social and historical context for each ad to put its humor into perspective for today’s audiences. He offers detailed insights into the creative process behind the commercials， highlighting why they are effective through extensive interviews with the writers， producers， actors， account executives， and clients involved in the featured radio spots. Informative and amusing， this insider’s take on the development and success of contemporary radio advertising showcases a long list of unforgettable award-winning commercials and the legendary figures who created them， including Stan Freberg’s seminal ads for Contadina tomato paste， Joy Golden’s commercials for Laughing Cow Cheese， memorable Blue Nun wine ads by Jerry Stiller and Anne Meara， and Tom Bodette’s folksy humor for Motel 6， along with current commercials still ringing in our ears. These commercials make excellent case histories for advertising professionals and students. In addition， Oakner’s commentary will enlighten and entertain fans of these legendary spots. That these ads continue to amuse us even long after they first aired is testament to the power of radio. That they are remembered for generations is a tribute to the selling power of that singularly human emotion–humor. Through firsthand interviews， original radio scripts， personal anecdotes， and researched news articles of their day， And Now a Few Laughs from Our Sponsor presents the stories， the techniques， and the personalities that built a legacy of laughter on the radio.
【作者簡介】 LARRY OAKNER， a thirty-year advertising veteran， has created radio， print， and television ads for hundreds of clients at agencies on the East and West Coast. He is also an Adjunct Professor in the Advertising and Communications department of the State University of New York @ Fashion Institute of Technology in New York City.
【本書目錄】 Preface: When I First Tuned In Acknowledgments Introduction: Laughter Is Good for Business 1 When Advertising First Got Funny 2 Piels Beer: The Fresh andTimely Humor of Bob and Ray 3 Contadina Tomato Paste: Stan Freberg Takes Comedy Seriously 4 Bell Brand Potato Chips: Mal Sharpe's Interviews Are Fresh, Crisp, andYummy 5 Blue NunWine: Stiller and Meara Give a Product a Personality 6 Time Magazine: Dick and Bert Showcase Fanatical Devotion 7 Laughing Cow Cheese: Joy Golden Writes the Way People Really Talk 8 Molson Beer: Anne Winn and Garrett Brown Understand Good Timing 9 Motel 6: The Richards Group Leaves a Light On for the Brand 10 Orhto Antstop Fire Ant Killer:Radio Savant Goes Straight for the Announcer 11 Have You Heard the Latest?:The Fundamentals of Radio's Future Bibliography Contacts CD Tracks and Credits Index About the CD-ROM About the Author
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