Task 1: Your task is to write an analysis of at least three different radio commercials. you should use the information and the headings below to help you structure your analysis.....
I have examples of three radio commercials which i have then analyzed, above is a video containing the three commercials and below the analysis:
Commercial one!!
The voice: The first commercial (apple tango) uses two male voice's the main voice using received pronunciation. This is used to ensure to target audience will understand what product is being advertised which in this case is apple tango. The second voice has been used to ensure that ethnic minorities have been included to appeal to more groups in society. The general volume of the advert remains at a normal level the pitch in the main characters voice is changed, to help create a tone of stress create a tone of hysteria as he needs to find his apple tango. This change in pitch helps to maintain the listeners interest as if the characters spoke in a monotone voice it would be uninteresting. This is also helped by the rhythm of both voices, they rise and fall to try and recreate natural speech. The textures of both of the voices is very smooth as they are trying to be legible and also appeal to a younger target audience that would consume the product.
Both genders are also taken in to account as at the end a woman using standard english talks about the apple tango helpline- creating informality as this dosen't exist.
Technical quality: The quality of the advert is very high, there is no popping or sibilance as this would damage the quality and ruin the desired effect. Also if this advert was to be aired on a radio station it would have to be of a good quality or this would reflect badly not only on the product but on the station that played it.
Cultural codes: The accents used are alternate to each other to make sure the listener can distinguish between the two voices. As they are both male different dialects and accents ensure that the audience can tell the difference and ensure the advert is not polysemic and will not be hard to understand. The language register is informal this is shown by terms such as "innit" that create a tone of informality along with the pitch of the hysterical man who has lost his can of tango. This technique may be used to appeal to younger people who are known to consume the product, as this style is popular with them and familiar.
Codes of context: There is no music bed in the advert and each voice has its own space to make it clearer and avoid any confusion or misunderstandings. The atmosphere created is informal and could be perceived as racist or bias as the term "skanky scottsman" is used. This tells me that the advert would have been on a regional radio station rather than a national one as that could cause issues. The advert is of a humorous genre due to the informality and the fictional context of the advert which help to anchor this "innit"and "i've lost my can of apple tango". The advert repeats the brand "apple tango" as this is the product being advertised so repeating this will ensure the audience will remember the brand more. This advert would have been long term rather than immediate as it's something that will remain in the market for a long time.
Commercial two!!
The voice: This advert only use's one voice to create a effect of a narrator narrating a story. The advert is a pastiche of simon bates show on BBC one and so the voice used will have been trying to recreate the same effect and make the advert more realistic. The male voice used used a low pitch (as it is male) but uses rhythm to ensure that his voice is not monotone as the listener may find that dull and not remember the advert which is needed to have the desired effect. The pitch of the voice is generally low due to the voice being a male but has rhythm. The voice is used creates a juxtaposed effect against the humorous story.
Technical quality: The narrator speaks over a music bed, that is used to create a dramatic atmosphere and add romance, this juxtaposes against the nature of the comic speech "her leg was chewed off by a raccoon". The technical quality is of a high standard as the advert will want to be professional to help sell the product and be remembered. There is no popping or errors with sound levels as this would effect the professionalism of the advert and could ruin the desired effect on the audience, of gaining brand information and possibly trying the product.
Cultural codes:The narrator use's received pronunciation to ensure that he can be understood by the listener. He doesn't use any specific accent or dialect which connotes that this advert would have been broadcast on national radio stations so standard english had to be used.
Codes of context: As there is only one voice the narrator has his own space without interruptions or being talked over. The atmosphere is relaxed due to the music bed which is used to create this.
The fictional advert itself is humorous due to the content trying to make a joke by doing a pastiche of the Simon bates show. The advert would be long term as marmite is brand that is sold all year round and the advert is trying to raise brand awareness.
Commercial three:
The voice: The voice used is male and is of a low pitch. The advert is trying to recreate a commentator commenting before a match, so a similar voice is used to what we associate with this. The tongue twister is used to take a humorous take on commentators not being able to pronounce names of the players. The volume is quite loud but all sound levels have been sorted out.
Technical quality:
Cultural codes:
Codes of context:
Task 2: Create 2 very short commercials (15 seconds) use a different style and purpose for each one. Try and make the style and purpose very obvious and specify which type of radio statio you will be advertising on and why?
http://www.youtube.com/watch?v=PwnWaHDcR8s
Task 3: Briefly explain how radio advertising is regulated and find out what and where the CAP Codes are.
You must then produce a short commercial which breaks at least three of the CAP codes. Write an analysis of which codes were broken and how.
The above advert is flouting the CAP codes:
2.7 Denigration- Advertisements must not attack or discredit other products or services, people, advertisers or advertisements either directly or by implication.
2.12 Sexual discrimination- It is illegal (with a few exceptions) for an advertisement to discriminate against women or men in opportunities for employment, education and training and the provision of accommodation, goods, facilities and services.
2.6 Fair comparisons- Advertisements containing comparisons with other advertisers, or other products, are permissible in the interest of vigorous competition and public information provided that:
a) the principles of fair competition are respected and the comparisons used are not likely to mislead listeners about either product;
b) points of comparison are based on fairly selected facts which can be substantiated;
c) comparisons chosen do not give the advertiser an artificial advantage over his competitor;
d) they comply with Section 2, Rule 7 Denigration.
My advert discredits the brand Budwiser by calling it "substandard crap" flouting the CAP code for denigration and also the code for fair comparisons, by saying all this and calling Fosters "the only beer for a real man" without any facts to prove any of the claims and the comparison defiantly gives Fosters an advantage over Budwiser by making their brand sound better. The advert has no facts to say why Fosters is good or better than Budwiser making the claims unjustified, if adverts could do this they would lead people on with false claims to make their product seem better than other brands, without having to get facts from consumers. The advert also contains sexual discrimination with putting women in to their typical stereotypes, of being housewives and being in the kitchen. This nowadays isn't true with women having more rights and working more, so if women heard this advert they would complain about how they are depicted as running after their husbands and working in the kitchen all day long. The advert makes the product sound like the best by putting other popular products down, this brakes codes as you can't discredit other companies to make yours look good or better than theirs.
Radio advertising is regulated through certain codes just as television is. Below are the ways that radio advertising is regulated and what they do:
Advertising standards agency- This is the U.Ks independent regulator of advertising across all media so not just radio, T.V, sales, internet and more would be regulated by ASA. The aims of the advertising standards authority is to make sure that adverts are honest, truthful, legal and follow the advertising rules. You can complain about adverts that you feel brake the rules and are offensive through the website.
Cap codes- The Cap codes (codes of practice) are designed to protect the consumer and create a level playing field for advertisers. Two industry committees that take responsibility for the codes are committee of advertising practice (cap) and the broadcast committee of advertising practice.
RACC- This is the radio advertising clearance center. It is the advertising body of radio and is funded by commercial radio stations. This company ensures that scripts comply with the BCAPP regulations.
OFCOM- This particular company doesn't just manage radio it is a company that you can complain to if you find something on TV or radio offensive and of-com will then deal with it.
1. Imagine you are creating a professional radio commercial for a local business. Write a pitch, using the headings below, explaining the production process. You must include the costs for each individual section and a grand total. Your client has no idea how the radio advertising industry works, so you must include a section on... budget, music royalties, voice-over, artists, scheduling and billing production facilities that you are using, roles and responsibilities of people working in your team, music beds and stings and idents
Task: You must create a brief for a real client. Use the headings below to structure your brief but consult sections 1 and 2 to add any other relevant sections. Your brief might be for....Background/OverviewAim the advert at new and current customers. Primary target audience for the advert will be school children and locals. We would have to make the advert appeal to a large range of people.
Brief for a advert:
PGS Marketing and communication.
Mount pleasant road,
Pudsey, Leeds, LS28 7ND
Client brief!!
Project:
Radio advertisement for Lite bites Café.
Tel: 0113 236 2111
68, Lowtown, Pudsey, West Yorkshire LS28 7AA
Prepared by Georgina isle 07961657440
And Kam Chohan 07975724386
Kamchohan@aol.com
Background/Overview
Aim the advert at new and current customers. Primary target audience for the advert will be school children and locals. We would have to make the advert appeal to a large range of people.
What is the purpose of this AD.
The aim of this advert is to raise awareness about light bites and attract customers to its establishment. We would also raise awareness about its delivery service. We would make the ad also appeal to any local businesses who wish to buy food during the day.
Target audience who are we talking to?
This advert will be aimed locally due to the fact it is a local establishment going on aire on a local station. The fact that the advert is on a school station also will help fit the purpose at the target audience of schoolchildren 11-18 will be listening. As the station will be Internet based people will be able to listen from work and may order from lite bites, as is our aim.
What’s the single most important thing to say?
Lite bites provide a variety of different quality foods, to suit all tastes at reasonable prices.
What are the supporting rational emotional reasons to buy?
Lite bites offers a reliable delivery service along with friendly personal and atmosphere that makes you’re experience a good one. The food on offer is of a high quality with a wide range of hot or cold to suit all tastes.
Details that will assist the creative team…
Consumer insights- Vox pops of consumers saying positive things about the shop.
“The prices are low and I can easily walk there at lunch to grab a bite to eat”
Description of brand personality-
Fresh bean to cup specialty coffee and school specials for just £1.
Creative thought starters-
Good quality food at affordable prices –free delivery to businesses and private homes on all orders over £5
Mandatory details:
Tel: 0113 236 2111
68, Lowtown, Pudsey, West Yorkshire LS28 7AA
Low prices good quality food, delivering to local places.
Budget:
1 play per day- £10. 3 per day- £20 5 plays per day- £30
Task 6: Identify a client and the sector your client is working in.
Describe in no more than 200 words how radio advertising can have a positive effect on your client’s business.
Radio advertising could have a big positive effect on Lite bites business' by attracting more customers and also fulfilling the need for food and information. By advertising the store more people in the local area will hear about lite bites and may order from them to try them out. With the positive feedback on the advert a good reputation for the cafe is established and this will make lite bites good reputation be heard by the listeners and people who are unsure about going to the shop. The fact that the radio station will be local means that the audience listening will live in the area that lite bites caters for making every listener a potential client for the future, by advertising the shop more people may become aware of lite bites and may try it out. By putting a competition in to the advertisement this will hopefully give customers more of a incentive to go to the shop and try out the food and enter to win the prize. This will also be good advertisement for the shop as word might spread by mouth to other people who might want to enter the competition and win the prize or check up the shop for themselves.
Task 8: Produce 2 proposals for scripts based in different 2 different styles and then report back to your client.
This is my first script proposal-
Radio advertisement for lite bites script:
Both female and male voices used to make the ad gender aware
Woman calling for delivery
Phone dial and ring tones
Woman1 “hello could I have a food delivery please”
Man1 “Sorry we don’t deliver”
Phone hanging up
Woman 2: Want delivery, well Lite bites could be the place for you.
Woman2 “hungry? Well don’t worry. Lite bites offer a range of food to suit all tastes. Hot or cold!
And you can get free delivery to all local business’ or private houses if your order is over £5. “
VOX POPS
School children:
“I go to lite bites at lunch time and get the school deal where I can get a can of pop for 30p with any sandwich”
“ I go at brake time to get a snack, the food is delicious, and they prepare it fast”
Adults:
“Light bites has a warm atmosphere which makes me want to go again”
“When I don’t feel up to a trip to Pudsey I get a delivery from lite bites, the service is efficient and free with all orders over £5”
Lite Bites is great during my lunch break, when I’m stuck in the office during the lunch hour, I simply give Lite Bites a ring.
Light Bites special offers include:
Donner meat with chips and a can of drink for £2.00
Sausage chips and beans with a can for £2.00
Talk about food. It’s different types.
“Lite bites offers a wide variety of food from sandwiches, to jacket potatoes, to suit all you tastes. Breakfast sandwiches from just £1.50 available all day.
Male2: Competition
For a limited period of two weeks, Lite Bites is allowing you to create your dream sandwich. Simply take your design ideas down to lite Bites and at the end of the competition Lite Bites will pick out the two best designs. The two sandwiches will be on sale for two weeks, and the winners will get free sandwiches for that length of time.
Details:
Lite Bites
68 Lowtown
Pudsey
LS28 5TP
Telephone: 0113 2362111
Slogan: Light Bites, More than just a sandwich.
This is the second script idea-
background noise (people talking)
Woman : i'm really hungry, but i don't have time to grab anything. i guess i will have to wait until i go home...
background noise stops and music bed starts to play.
Man: if you are struggling to get a snack, don't worry lite bites offers a range of delicious foods to suit you, with breakfast sandwiches from just 1. 50. There are many meal deals available such as .... and if your order is over 5 pounds delivery is free. so don't stress about food simply call lite bites on 0113 2362111 or visit the shop at 68 lowtown pudsey ls28 5TP. lite bites more than just a sandwich.
Woman: i'm so glad i rang lite bites i don't have to wait for food now.
Task 9: Complete first draft of script and then consult the client and document feedback.
We showed our client both scripts and then they chose the first one:
" we liked the first script as it contained more details about the shop and the products available. It also had a competition in so would hopefully involve potential customers more. We also liked the idea of getting people to say what they like about the shop giving us a positive output and showing the listener that we a reputable company that people use and like. I liked how they came to me to ask what sort of competition i would like and then made my idea in to a suitable competition. The script they came up with included all the ideas i had wanted showing that they had listened to what i had wanted"
Task 10: Complete final draft of radio script and print of sufficient copies for voice actor
The final script is in task 8 and is the first one.
Task 11: Create a radio commercial for your chosen client.
Task 12: Complete an evaluation using the template below and be sure to include the feedback you have received from your client.
The purpose of the advert was to inform the audience of the company and promote the shop to the local community. I feel that we achieved this aim as we used people to give personal opinions and we talked about the products available from the shop. We tried to show all the positives about the shop that would attract new people.
After i had created the advert i played it to a group of people to get some audience feedback on how they felt about the advert:
Jack: i work in Pudsey and this advert told me information on a local shop that i may use in the future. The advert contained lots of information such as the contact details and some of the products and offers i can get. The advert was quite long but i think that is because of the competition that they included and needed to be fully explained so the audience would understand. I would have tried to make the advert shorter as people may get bored of it being so long.
Jessica: i go to school in Pudsey and already knew about the shop. I think the advert is very good, it tells the listener all about the shop so they can get an idea of the shop and what it sells. The music bed went well and all the effects suited it and made it interesting to watch. It was long but i didn't loose interest due to the variety of voices and effects put on.
From the feedback i can see that the audience got the preferred reading of the advert, but thought it was too long The single strand narrative wasn't polysemic so didn't confuse the audience, which is vital for an advert as it has to be clear to ensure the audience gets all the information out of it.
The advert itself didn't give out any negative images it was positive, as this was a formal advert and being negative may make it less formal and therefore less believable to the audience. The advert hasn't got any bias in as this would again give out a bad image and may hinder the company who we were representing. We included both females and males, with the main voice being female. This meant that both genders were included, making the advert appeal to both sexes in our target audience of students and local business' wanting food at lunch or for a meeting. We decided to make the main voice a female who spoke clearly as she had a lot to say in the advert. In our advert we didn't not use any ethnic groups this may be something to consider in the future so the advert has a broader appeal to groups in society. We used a track that didn't overpower the speech as we wanted this be heard clearly, however the music bed used was fairly up beat to keep the listeners interest without contrasting with the subject. The advert used formal language to suit the topic and genre , of advertising a food shop. Informality is popular with students who were in our target audience but wouldn't suit the advert. I feel the advertisement was realistic for the genre as we included facts to help sell the shop along with contact details and a suitable music bed within it.
The levels on our advert were different due to some people talking loader than others and using different equipment. We sorted this out on garageband by adjusting the volume to make all the levels the same. We made the music bed quieter than the speech so it wouldn't drowned it out and make the voices intelligible. When editing the advert we did not cut any voices off as we wanted the advert to be as professional as possible as we knew it was going on our schools radio station. We edited the advert carefully and took our time so we wouldn't cut anything off and make the advert less quality for the listening audience. The advert contained a variety in voice overs and sound effects to help maintain the audeince interested i think the advert may have been too long so in the future i would write a shorter script or try and find a way to make it short and snappy rather than too long. To record our work we used a hand held microphone, as we could then interview people round the community and get a range of people involved. This helped us to get both males and females and differnt ages groups in the advertisement. The editing process went smoothly with me and my partner both expressing ideas and trying out new ideas to try and make the piece sound as good as possible. Though we had to sort out the sound levels editing was fairly easy as we had all the content and just needed to put it together.
We used facts contact details and opionions that are typical to the advertising genre. This made our finished product sound more professional by using the same conventions that they would use in their advert productions. A profssional team would have more money and equiptment than us and my be able to get celebrity endorsement, if they came from a big company/station. This would be hard for us as we are students running a community radio and do not have as many reasourses for our work. Our narrative did include an enigma at the beggining "sorry we don't deliver" this is resolved though the advert explaining about the company and whay they do. The use of an enigma was to try and gain the listeners attention and to make them think about what is happening, the peorson is trying to get a food delivery but cant, so the listener would hopefully listen on to find out what happens.
My personal performance i feel was good i helped come up with a client idea and helped with all the planning and production. I learnt that a lot of work goes in to advertising and that you have to think about the audience and make the advert suitable to fit their needs so they will like it. I feel i was a good member as i did all the work that i was set and helped my teamate out with his work when he needed it and let him help me if i needed it. There wern't many disputes as we had a clear idea of what we both wanted and discussed any issues that came up.
In the future i would create a shorter advert as looking back it was quite long but it did have a competition in. I would make sure that we used the same type or recording equiptment to ensure the sound levels were the same and didn't change. To promote our advert we would ask our client to put posters up advertsing the radio station and we would tell people and try and spread word by mouth due to it being a local station and a local buisness. The advert istelf would be distributed on PGFM a local student ran station.
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