- The dialogue between two characters, acting out a drama. One character has some problem, and the other knows the solution, which involves the advertiser's product. The main character development involves the other character becoming enlightened as to the beneficial properties of the product, and the advantages of buying from the advertiser. The voices are invariably exaggerated, with all the realism of a Punch and Judy show, but realism isn't the goal here.
- A bloke shouting out a monologue about the product, hitting you, the listener, with reasons why you should "CALL NOW". You can tell he's excited about the product by the way he raises his voice.
- The female equivalent of b): some saccharine-voiced woman, speaking through a smile as wide as her face and as natural as phenylalanine. "Call us now, on oneeighthundred eighthundred onetwothree", she coos, breathily, as if to seduce your credit card out of your wallet with her siren-song.
One thing one notices about commercial radio is the way all the advertisers (and the announcers) constantly speak with that "I'm Excited! Ask Me Why!" tone of voice; their voices are always raised, sometimes to the point of shouting, and each syllable sounds like the start of a new sentence.
Why anybody would willingly choose to subject themselves to this, I do not know. Though I have some theories; perhaps the constant sugar-rush of excitement in the advertisers' voices is contagious, acting as a subconscious stimulant, helping the average working stiff through their otherwise tedious and/or exhausting day with a plastic smile on their face, and keeping them from realising the all-pervading emptiness of their life and collapsing into black despair? It's just a theory.
As for me? I'll stick to 3RRR, thanks.