Fay 45.A Radio Advertising Analysis: Style, Structure, Purpose, and Regulations YUSUF YILMAZ
Assignment title
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45.A Radio Advertising Analysis: Style, Structure, Purpose, and Regulation
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60 Credit Subsidiary Diploma in Creative Media
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Unit 45 : Commercial Production for Radio
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Assessor name
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Assessment Decision –
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Fay Stowe
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Vladimir Bolla Bolla
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Date Issued
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Hand in deadline
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15/11/18 & 16/11/18
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13/12/18 & 14/12/18
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In this assignment I will be writing a report analyzing 2 different and contrasting radio advertisements which will include the factual information about the advert, the message it gives to the audience, the style of the advert, the structure, purpose, use of sound bed, use of voiceover, persuasive techniques, level of disruptions, use of contact details and potential feedback from listeners and finally the adverts regulations.
For my first radio advert, I have chosen is the shell v power advert “sing”. The producer of this radio advert is a woman named Sarah Perkins and this advert was released in 2017 and it was a radio advert about the petrol company shell. It lasted for 30 seconds, it starts with a car sound (As if it is driving) and then a song comes on and the car's voice slowly glides away with the song and then a voice over happens where a man starts to speak and says “shell V-POWER, make your engine sing” and then it cuts of. This adverts sound engineer was a man called toby griffin and it was created by Pual Burke and Pual Rizzello.
The message of this advert is that it shows you how good the shell v power petrol is and how it makes your car sound/feel better because, in the beginning, it was a normal car sound then it switches into a song and this shows that the v power by shell does that to your car and that they are trying to imply that their v power petrol is really good, especially when the man comes thru where he says “shell V-POWER make your car sing” and this shows that the petrol is so good that it will have an effect on the car. This was a really simple radio advert because of the fact that nothing was really said and there was just background music, a car sound, and a man talking and this makes it basic because the person talking didn’t really say much and didn’t explain what the V-power was in detail. It was also simply because of the fact that the car sound and the music sound could have resembled anything and the listeners could have understood it completely different to the message that shell is trying to give.
The shell V'Power advert was a one-off advert instead of a part of series because of the fact that the radio advert was really basic and simple and if it was a part of a series then is will bore the listener instead of trying to drag them to try it. The advert was one off and not played all the time. The purpose of this advert is to try and make the listener of the advert to come and try the v power by shell and its promoting their brand and their product and this shows that they are trying to raise the brands awareness by comparing their petrol to a random piece of background music and how smooth it sounded when it was transforming from a car sound to background music. The sound bed in this advert was really organized because it all starts of silent and then 3 seconds into the advert, you can hear a cars sound (Accelerating) and you can hear the gears being changed and in a couple seconds later you can slowly hear a background song take over and it starts of like the car, starts of quiet and gets louder as the advert moves on, then the background song continues and it gets dimmer because of the voiceover of the man.
However, the background music has got nothing to do with the advert and it is irrelevant but is useful at the same time. The timing of the voiceover was amazing and it was in the radio advert at the perfect time, just as everything started to die out the voice over started and brought the advert back up again. It was a single voice over as there was only one man speaking at the end when he was saying how the v power makes a car sound and his voiceover cleared things up because a random piece of background music has got nothing to do with a car accelerating. The voice over was formal and really basic as the guy speaking didn’t really say much other than promoting the product (v- power petrol). The voice over was a British accent because of how clear and bait the words were. The voice over sounded like a man mid- aged because of the deep voice that he had on while he was saying his part.
Although the radio advert was really basic and short, it was also catchy because when the listener listens to it, everything gets attached to them because of the way that it has been presented. The voice over was the unique selling point because of the fact that the guy talking told you what the petrol did which was satisfying and different compared to other radio adverts. There was no repetition going on as everything in the advert was a one of thing. Also, the advert didn’t include any pricing, audience fears/desires or anything. The level of distribution for the shell v- power advert was national because hell is a well-known petrol brand that is worldwide and it's in a numerous of countries. The advert didn’t have any use of contact details on how the listener can get in contact with someone about the product and the feedback from the listeners was good due to the fact that it was classified as one of the top 10 radio adverts of 2017. This radio advert didn’t include any other information other than their own product which was the v-power petrol. I think this advert would satisfy people aged old because of the fact that people aged 18-30 wouldn’t really care about petrol that much and won't really consider using it just because it was a radio advert that they heard. This advert didn’t have use anyway or children and consumer protection because of the fact that It was really basic and short (this advert doesn’t inform about the relevant regulatory bodies such as ASA and OFCOM.)
^^^(5/10 TOP ADVERTS OF 2017) ^^^
The second radio advert I will be using it the Cancer Research UK “The breath” advert. The producer of this advert Is a guy named Frankie Burwell-Wright and the sound engineer is another guy named Parv Thind. This advert was also made in 2017 and it's about smoking and that what smoking does to you and how you can stop by using the NHS help.
The message of this advert is to help people quit smoking and it shows them how they can do it and that what smoking does to you and the side effects it has on you. The story is one guy named John and how he's going to try and say things without stopping and he starts and says how you can stop but then he stops towards the end and says things such as he will be able to say simple things without losing his breath and then goes onto saying how you can get help from the NHS. The style of this radio advert is serious because it is trying to raise awareness on something that is big and that is also harmful to people and John presents it to the listeners as a presentation with examples to show how it is when you smoke and how you can also struggle on a lot of simple things if you don’t stop. The structure of this advert is a one-off and a serious because of the fact that it is trying to raise awareness, it can be advertised multiple of times also it is a one-off because the advert is too fast. The listener may get bored from listening to it a multiple times.
The purpose of the advert is to raise awareness on smoking and it shows you what smoking can actually do to someone and that it shows you a way to stop it and get help. This advert is not selling a product or service; however, it is offering you a service which is free due to the NHS being free. It also raises an awareness for the brand (Cancer Research UK) as it shows you an example of what they are by using an advert as an example. It also gives you information on what the negative sides of smoking is and what it can do to you that can make you unhealthy and unhappy at the same time. At the end of the avert it gives you a link where you can go onto the NHS website to find out more about the advert and what it is promoting. This also raises awareness because when a listener hears it, they will pass it on and get the word across which will end up raising awareness for smoking cigarettes.
The use of sound bed in this advert is fast as the guy speaking (John) speaks very fast throughout the advert (mainly the middle). In this advert there is no background music or anything, it is completely silent and it only focuses on John speaking to the listeners, this radio advert has no short piece of music in it because it's something serious and that adding music to it won't really make it as serious as it aims to be. This advert is just plain, it's just straight forwards without any sound effects neither. The use of voice over in this advert is very clear because when John is speaking, you cannot hear anything else other than him speaking and this grabs the listeners attention because it shows how much of a serious matter the advert is. This advert is a single voice dialogue as it only contains one character to speak. There is a use of tag line in the advert which is at the end where John says “stop smoking” and this is like a slogan to the topic of the advert. This links to the smokers that are listening because John is supposed to be a character that smokes and he starts talking fast and stops as he is showing how smoking effects your breathing and how it limits you down when it comes to certain things.
Page Break
This is not an advert that it is promoting a product or service that you can buy, it is promoting a service that is offered for free, therefore it doesn’t have a unique selling point. This advert doesn’t have a celebrity or any idol in it, it just has a random character named John explaining what smoking can do to you and how you can stop by getting help from the NHS. The cancer research UK advert is not selling a product or service as I said and therefore it will not have a price benefit for the customers other than the service being for free. This advert does include audience fears as it shows what happens to people that smoke and what small effect that happen to them while talking or playing around. This advert also includes customer desires because it is trying to help people stop smoking and raise awareness of it. The Cancer Research UK advert is local and countrywide but not international. It is local and countrywide because of the fact that in the United Kingdom the NHS is free however in other countries NHS doesn't exist and for services like that people have to pay for them. This advert gives you contact details on how you can find more information out about the advert by giving the listener a link at the end to use. This advert has gotten good feedback from their listeners as it is also classified as the top 10 adverts of 2017. This advert doesn’t use any information about the relevant regulatory bodies which some examples are OFCOM and ASA.
^^(3/10 top adverts of 2017)^^
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