Thursday, June 25, 2020

We've got a jumper

Ever notice that sometimes, just the right word is just the right word? 

Every day on the noon news, the same commercial for the company that puts a covering on rain gutters comes on after the weather and before the medical report.  If you miss the news any weekday, here you go: the weather will be partly cloudy with a chance of rain, you can protect other people (and they can protect you) from the coronavirus by wearing a mask, and those gutter covers don't work. I spent plenty of time on a ladder at my parents' house, hose in hand, clearing the gutters of 47 tons of leaves.

But the way this pitchman sells those gutters is really remarkable.  He's got one of those smooooooooooooooth old FM voices and a delivery that features one great trick...he never comes up forairbetweenwords. Everything is smushed together, and do you know why?  To hypnotize the viewer, and then get them to call to spend a small fortune giving this company a large fortune.

The mesmerizing announcer is a guy who calls himself Ron Sherman; he's out of West Little Rock, Arkansas.  He holds the world record for doing tv ads.

You can even go to guinessworldrecords.com, and read the citation:


"The most TV commercials produced by an individual is 3,503 by Steve Jumper, aka Ron Sherman, in Little Rock, Ark., USA, on 25 February 2016. Sherman specializes in home improvement commercials, and over the course of his 30-year career he has acted as an on-camera presenter in many of them."

Sherman figures he's done more like 70,000 spots over the years. His secret is that he has developed a neutral accent and such a bland personality that he could be anyone from anywhere.

I don't know. I have nothing against the man personally, and you can't argue with his success as he oozes out his words with his $350 haircut, but hot a'mighty if he doesn't remind me of the used car salesman whose pitch is all about saying, "What's it gonna take for me to put you in this Olds Toronado?"

Here's the word that comes to mind: Unctuous

unc·tu·ous
/ˈəNG(k)(t)SH(o͞o)əs/

adjective

(of a person) excessively or ingratiatingly flattering; oily.
"he seemed anxious to please but not in an unctuous way"



No comments: