Dramatic Sales Writing

An extreme example of a radio ad designed to
create an emotional reaction in you through
gratuitous, unnecessary and -- in my opinion --
counterproductive negativity, is an ad put out
by The Ad Council to promote volunteerism
among teens.

Oh, it's thoroughly convincing. If you were a
teenager, wouldn't you really want to become
a volunteer after hearing this?

A young girl (a teenage volunteer) is saying
about a bear cub, "Oh, he's so cute."

She's a volunteer for some help the animals
groups.

Next thing you know, she's screaming (and the
actress does a REALLY good job of doing this.
The best scream on the radio I've heard since
I listened to the tape of Nick Berg beheaded by
Islamo-fascists in Iraq a year or so ago.)

HE'S GOT MY ARM!!!!!!!!!!!!!!!!

Boy, that really makes me want to go
volunteer my precious time, even though
I'm not a teenager anymore.

Does this type of tactic actually get
positive results? Or is The Ad Council
now totally incompetent?

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