Remember the FedEx spot with fast-talking John Moschitta? He was clocked at over 500 words per minute. The concept of fast talk was fun creative. Made for a memorable commercial. Especially since he really had to the reading.
|John Moschitta in FedEx Commercial|
Fast forward (pardon the old guys’ term) to today with ProTools, Audition and other audio programs. You want a fast talker? Just highlight the track, go into effects, and you’re off to the races. Ten-times? One-tenth? Done! It may not sound great but it gets you there.
That ease of execution may be what put Mr. Moschitta out of a job. At the same time, the fast talking has become pervasive in every audio spot that requires a disclaimer.
Four paragraphs to get to the point. When does that disclaimer become unintelligible? Seriously. I have a slight age-related hearing issue but I don’t think I’m alone in suggesting that many of these disclaimers simply can’t be understood.
So if I’m airing these, is my argument that frequency counts and I’m planning on any given person hearing the spot 5 (7? 10?) times and that by then the language should be clear? Or maybe it’s that, “Hey! Here’s the script. The words are there. What’s your problem.”
Now any of you who know me are probably aware that I think it’s our individual, personal responsibility to check out any product or service before you or I purchase it, asking all the questions. But, if there’s going to be a federal rule about it, doesn’t it need to get followed? If not, let’s get rid of the rule.
And if we’re keeping the rule, do I get to sue the manufacturer when the product doesn’t perform and the disclaimer was rendered unintelligible by processing? Take a number, please.
Next time, we can talk about mouse type on the screen and how, despite high definition, it can be unreadable.