radio advertising
Cassandra Rodgers
45.A Radio Advertising.
There are many different purposes to commercial radio. Fundamentally, gaining revenue is the primary purpose of commercial radio, which is done in many different ways. For example, advertising, selling newscasts i.e. BBC News sells their newscast to kiss or capital, which they play every 30 minutes. Additionally, commercial radio gains profit via user involvement; for example, radio stations host events, competitions that involve audiences texting, tweeting and calling in. There are three main regulators who concern themselves with commercial radio, they are: OFCOM, ASA and Radio Centre.
In this report, I will be analysing two contrasting radio advertisements and depicting their styles, structure and purpose's.
My first radio advertisement I will be looking at is produced by Think, it was released 5th February. It is called Leisure Drivers.
The message of this advertisement focuses on the subject of driving whilst being over-tired; this message is emphasised and driven by the narrator, his tone of voice and sound effects.
The style of my advertisement is one of shock, it falls under this category because it contains factual information and a serious tone, which plays out at the end.
The structure of this advertisement is a part of series. The reason why this is a part of a series, is because it's serious and it's about warning people to drive safely. The reason is to create awareness to the audience.
The advertisement is played on the radio for a very good reason, to sell their service directly raising brand awareness. This is because many people in the morning drive to work may listen to the radio to wake them up and hear this advert. This is to directly tell them to pull over and get coffee.
This advert is selling its self to its audience by using repetition. " if you're tired " is repeated four times which is leading up to crash in the background at the end. In the background of the advertisement you can hear the sound of the road and cars moving throughout the whole advert which are all non-diegetic sounds. Crash sound effects are introduced to the audience from 0.23 seconds to 0.25. Which is a diegetic sound This is to reinforce the audience that driving tired can cause you to be involved in a car crash.
from 00.1 to 0.22 the audience is introduced to non-diegetic narrators , who speaks with a formal tone, sounds white British, age 30+. which links to the target audience because it’s more likely that they are adults going/ come from work tired. from 0.01 to 0.22 the male voiceover is speaking in a hypnotic voice, that hypnotists use when trying to put their clients to sleep. At 0.25 we are then introduced to the same male non-diegetic narrator who is speaking in a faster and more serious voice tone. This is to warn the drivers to stop before something bad happens.
The advert uses audience fears, which encourages them to listen and do what they said. This is also to raise brand awareness. The THINK adverts are international.
Think adverts come on more often on the radio during the Christmas holidays. This is because the death rate increases during that time of year.
"Think before you drink before you drive becomes the Christmas campaign slogan after research shows that deaths peak over the festive season. "
Think doesn't use any contact details because they are global.
For the second radio advertisement that I will be talking about is produced by Starburst, it was released on the 4th of April, 2007. The message that this advert focuses on is about a new flavoured starburst pack that recently came out. This advert has three narratives but has a main narrative that expresses how much he loves starburst. https://youtu.be/hsPFyoEpGVA.
The style of my chosen advert is set in the style of humour. It falls used this category because it’s straight foreword, so that everyone understands easily. It is also falls under humour because of how the advert uses an animated comedic when the narrator finds out there is new favoured Starbursts. This advert also fits in the radio station house style because you don't need to watch the advert visual to see how happy the guy is about starbursts. it also falls under humours because the people speak in an informal manner and the nature of the main character is featured with a posh accent and as the appearance of a Jester from the middle ages who is mixed with teens of 2007.
The structure of this advert is a one- off advert, it isn't part of a series. This advertisement uses a media format, such as, comedy. the reason is show the audience how much you'll like the new flavours.
The advertisement is informing and promoting their product.
in this advertisement there are three diegetic voices. The audience is first introduced to a diegetic male voice with a British accent, from 0.02 seconds into the video, and from 0.04 seconds we are then introduced to the another diegetic voice, which is also a male voice with a British accent. The song that one of the narrator’s starts to sing from 0.16 and ends at 0.28 is also a diegetic sound. The reason why the people used in this advertisement are both British, working classed and speak in an informal tone is all to attract their audience. This is so that the audience can relate and find it funny at the same time. At the end of the commercial the company always uses the word "juicy". By the company using that word they are indicating that their sweets are all juicy which is persuading their audience to buy them, this can also be their unique selling point.
The words "berries and cream" are repeated throughout the advert. this causes the audience remember what new flavours came out, also by adding a catchy tune, which might get stuck in their head. This advertisement plays with the audience’s desires because they may crave something sweet and go buy their new flavoured product. The level of distribution is national because their product is found in almost every corner shop.
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