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February 20, 2007

Radio Advertising Lessons From Linguistics

Do you have to be a know it all to be good at radio advertising? Well, no, but you sure do have to know a lot about a lot. That's because there are many fields that are relevant to radio advertising. You have to understand and apply statistics and research methods. You have to know something about psychology, particularly the field of influence in social psychology. And then there's the field of communication, and the subfield of linguistics, which is the scientific study of language.

In his recent post titled "Frame or Be Framed", business guy guru Guy Kawasaki presents an interview with linguistics professor George Lakoff that discusses the application of linguistics to politics. Surely you see the link between politics and radio advertising. Both are about influencing perceptions, attitudes, and ultimately behavior. In politics, it's voting behavior. In radio advertising, it's buying behavior. And both use framing to achieve their ends.

If you aspire to create great radio advertising, I recommend you read Guy's blog post and brush up on your applied linguistics.

Posted by Brett Astor at 02:50 PM | Permalink