Radio Ad #5 Tesco

I have decided to analyse a radio advert promoting Tesco's - I have previously analysed a couple of adverts that promote physical product and also a couple services. Tesco is a supermarket that sells products as well as provides a service therefore I thought it would be a good idea to analyse an advert that provides both and see if I can pick out any conventions that are different. 

Radio Ad #4 Children with Cancer

I have previously analysed radio adverts that are upbeat and happy adverts. I want to show that I have looked into a diverse range of radio adverts therefore my fourth advert I am going to be analysing is 'Children with Cancer'. This radio advert came out in 2015, it is a fairly new radio advert. What caught my attention first was the mellow piano music which set a sympathetic tone towards the subject. As this is a radio advert, just by hearing this music being played, an audience would automatically understand that this is a serious radio advert where the topic is not going to be a positive one. Moreover, this particular piece of music has been used previously before in Children with Cancer adverts, by using the same piece of music, you are enabling an audience to recognise its almost like creating a brand image. What entices an audience to keep listening during this radio advert is the fact that they have included voices of a range of children, this increases the sympathy factor levels by a lot as these children are talking about their experience with cancer and how by donating would help them and every other child with cancer a lot, it goes towards a great cause. This advert would mostly be more engaging for people who have children, women who are pregnant, particularly mothers as they have maternal instincts and feelings when it comes to babies and children. 

Radio Ad #3 - Alton Towers Scarefest

This is a radio advert for Alton Towers - Scarefest. This particular radio advert came out in October around the Halloween period. The man talking on the radio advert is acting as if he has experienced Scarefest at Alton Towers, I think this is an effective way to engage an audience as by listening to someone talk about their personal experience, it entices people to want to try it out more. They have not challenged any of the typical conventions of a radio advert but have challenged their theme - Halloween - they haven't used any spooky music to match their theme which I think weakened their radio advert a little. I know that it is advertising 'Scarefest' only because I have looked it up on YouTube, however if I was driving in my car and I was listening to this radio advert, I would not have assumed that this was advertising their theme park during the Halloween period. I only realised it was when the other male spoke about visiting Alton Towers during Halloween to experience their Scarefest. This is a negative aspect about their radio advert because an audience may not be engaged quick enough for them to listen long enough to realise what they were actually advertising and by this point, they may have already switched radio stations. Radio adverts are the hardest way to keep an audience engaged as it is not something we can physically see and as most of us hear radio adverts whilst we are travelling in the car, we are already a little bored and disengaged. A positive about this radio advert is that they used their typical theme music they use on every advert they have made/make. Their theme music is almost apart of their brand image now and is extremely recognisable. By using the same audio in every advert, audiences can recognise quickly that this is an advert for Alton Towers without actually being told first. This is a good way to engage an audience as if they are fans or interested in Alton Towers, they are more likely to not switch stations as it is recognisable. 

Radio Ad #2 - Mr T Snickers

I decided that I should analyse a range of different radio adverts. My first analysis was a perfume ad which is particularly feminine, I am now going to analyse the Snickers radio advert which is a very male orientated advert. Stereotypically, men have always been known to be stronger and more able to do 'male jobs' such as fixing things and participating in jobs that involve heavy lifting etc. The advert is a phone conversation between two men, one sounding very angry, has a low pitched voice and stereotypically 'male' sounding in comparison to the other male on the receiving end of the phone who has a slightly higher pitched voice and is well spoken. The other male is basically saying saying he needs to eat a Snickers to "Get Some Nuts" and do the job.What this radio advert portrays is that 'men are men' and should not rely on any help from a 'guide' or 'information booklet' to complete a job. In the ad, a male says "I suggest your use the fact that you are a man" "guys that got pride never relied on no guide" suggesting that being a male enables you to just rely on yourself because 'a man can do anything'. The chocolate bar itself is aimed more at males due to the slogan being "Get Some Nuts" therefore the radio advert reinforces that a Snickers bar should be eaten by males to remind themselves that they are men. 

Radio Ad #1 - Nina Ricci Perfume

As part of my research, analysing existing radio adverts is required. My first radio ad I am analysing is a perfume by Nina Ricci. It starts off with the song 'Unforgettable' by Nat King Cole, I think this was a good choice of song for a perfume advert because everyone has their own individual perfume scent and perfumes are quite a personal thing to someone. Due to the lyrics, it promotes the perfume as being particularly feminine, this is then reinforced when he says it is a 'classic french fragrance' - stereotypically, France is known as a city of romance and love and perfume can be classed as a sensual and seductive product. The lyrics 'unforgettable, that's what you are' link with perfume being personal and having an individual scent, almost being remembered by the scent of perfume you were wearing. I was surprised to hear a male voice talking in this radio advert, I expected a female to be speaking due to it being a feminine perfume and the perfume is by Nina Ricci, a female fashion designer.

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Radio Advertising

Advantages of Radio Advertising

• It provides close contact with listeners - most people listen to alone, for example whilst they are driving or running
• Listeners develop a strong relationship with their favourite radio stations
• It is less expensive than TV advertising as advertising on local radio broadcasts is not very expensive 
• Radio advertising is works as an everywhere medium

Disadvantages of Radio Advertising

• People do not pay as much attention to radio advertisements compared to TV advertisements - therefore the advert would need to run more than a few times in order for it to make an impact
• It is not visual, listeners find it very hard to engage 
• Short time frame to really sell your product or service 

Key Tips for Radio Advertising

• Cover all key points in an efficient and entertaining way
• Use informal language - write the way you talk
• Do not cram too much into a radio ad, it can become pushy and intrusive
• Include pauses as you would if you were talking to a consumer directly
• The music and tone of the ad should fit the radio station the advert will be airing on
• Persuasive language 
• 25-45 seconds long
• Diegetic sound

How powerful and effective is radio advertising?

Restrictions with Language

• Sexual/inappropriate content 
• Swearing is banned on all radio ads at ALL times
• Adverts promoting cigarettes 

It is important that I research into the restrictions on radio advertising - although they are similar to TV advertising restrictions, I must ensure that I do not include any inappropriate language within my radio advert. When planning the language I am going to use in my radio advert, I must ensure that it is persuasive but no t too invasive. I would like to engage with my listeners, using direct language such as 'us' and 'you'. This way I can create a relationship with listeners and they will feel more i involved. Additionally, I must not forget to always promote my product within the advertisement to ensure that I portray my message clearly.