Writing Music for Television and Radio Commercials (and more): A Manual for Composers and Students

158 !!Chapter 7

lic, the Federal Trade Commission has devised specific rules known as
‘‘truth in advertising.’’ It is illegal to make false statements or promises in
advertisements.

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The Federal Trade Commission

The FTC states the following:

• Advertising must be truthful and nondeceptive.


• Advertisers must have evidence to back up their claims.


• Advertisements cannot be unfair.
  Additional laws apply to ads for specialized products such as con-
  sumer leases, credit, 900 telephone numbers, and products sold
  through mail order or telephone sales. And every state has con-
  sumer protection laws that govern ads running in that state.

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Pointers

Hire recording engineers who specialize in recording commercials.They
work quickly and save the music company expenses in both their hourly
fees and their studio time. Mixing commercials is a specialty, and record
engineers have not necessarily mastered the techniques of mixing com-
mercials:

• Vocals have to be absolutely clear and equalized specifically for
  broadcasting.


• The tracks are, most often, compressed so that they are present at
  low listening levels.


• Always mix on small speakers and at a low listening level. The objec-
  tive is to try to replicate the sound of an average home television
  and/or radio.


• If time permits, play the mix on a car sound system and on an aver-
  age home system. The mix must be clear and present when heard on
  multiple sound systems—if not,remix.

Recording engineers have the luxury of time—not so with commercials.
There are almost always deadlines because of time buys on stations and
new media; the commercial(s) have to be sent to the stations by a specified
date. Keep in mind thatmusic is generally the last creative element added to a
commercial before the final mix.