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Argumentative Writing, by Juan de Dios Chamorro de la Orden (Av2 Mon, 2010-11)

Television or Radio Advertising

Television and radio are by far the main communication systems used by a large number of companies to launch their new products and catch people's interest. But which one is the most effective to achieve this goal? Assessing the best communication system in order to attract people's attention is of paramount importance to accomplish an overnight success.

People spend most of their leisure time watching TV, which makes this medium the best to show new products. On the other hand, his close-second competitor is not as useless as it seems, for people often listen to the radio when they commute, go for a walk or do the house chores for example.

The major advantage of TV lies in its extraordinary ability to communicate, not only ideas — by catchy and clever slogans as radio does — but also feelings caused by beautiful scenes, graceful movements or attractive colours.

One of the drawbacks about TV and a point in favour of the radio is the duration of these advertisements. The quantity and the duration of TV spots along with the fact the volume is turned up make us change the TV channel. In contrast, on the radio commercials are shorter and less distractive and consequently people usually listen to them.

All companies ought to bear in mind that producing TV spots might not be convenient because of the cost-effectiveness relationship. We need to keep in mind that only a few powerful companies, those with an impressive budget, can afford the high costs of these commercials.