Task 1: Radio Advertisement Analysis
Radio Advertisement Analysis
http://www.youtube.com/watch?v=oYV4oUS-_Dw
Alton Towers Advert Analysis:
The voiceover we hear is an upbeat, RP speaking male. The tone is humourous- as if the actor is on one of the rollercoasters that the theme park offers. The voice gives further factual information about the park, keeping the humorous tone and fast pace of being on the ride. the advert could be seen as nostalgic- many people have been on fairgrounds or to theme parks in their lives, and so by promoting work at Alton Towers whilst apparently on a ride, the listeners would identify what is happening from past experience.
The advert has a simple informational narrative- the male voiceover is on a rollercoaster whilst explaining various facts and figures about the theme park, aiming to raise awareness of the facilities. The advert is intended to also raise brand awareness- the voice over explains facts about Alton Towers, whilst also raising awareness of the job opportunities that are now available.
This advert could be broadcasted on a regional or national scale, as the Voice over dialect is received pronunciation, so is directed at a more general audience. Furthermore, Alton Towers is one of the most popular theme parks in the UK, and so people from all over the country would benefit from hearing about the various facilities and job opportunities.
Guinness Advert Analysis:
The Voice Over we hear in this advert is a southern female voice, who is being questioned about her day. Due to the type of character we hear, would assume to be friendly and trustworthy. Whilst listing the various things she did in her day, the pace speeds up to show the vast amount the woman did- which is that of a stereotypically busy house wife. This adds humour to the advert, as is creates a personal relationship with her and female listeners. The narrative of the advert is simple although restricted- listeners don’t expect the resolution of the plot to be ‘…and thats when I shot him!’, however, this humorous ending could hold some personal relationship to the listener; many people have felt undervalued for their own busy lives.
The aim of this advert is not made clear until the end of the housewife’s list of things she did in her day, however, we become aware that Guinness were aiming to achieve brand awareness ‘poured ourselves a nice couple o’ bottles of guinness…ah lovely it was’. The aim of this advert was to appeal to the working class citizens through a voice that they could identify with.
The Guinness advert could be broadcasted on national FM stations, as the brand is well known throughout the country, and the Voice Over is that of a stereotypically busy woman, who many can relate to.
Jaffa Cakes Advert Analysis:
The advert is mainly used as a pastiche for famously known events in England. Firstly, we hear a voice over of a standard english male impersonating ‘Davina’ from the well known show ‘Big Brother’, who is ‘evicting’ various countries from the world cup and the ‘England Hotel’, and talking to a confused, quiet female. This creates a sense of humour within the advert- the listener could be seen as the female voice, not really understanding the random spontaneous outbursts from ‘Davina’. The male voice, as well as the final Liverpudlian male are both seen as upbeat and quite surreal- the Jaffa Cakes have been given aspirations, and the whole ‘Big Brother’ theme has a childlike surreal quality.
The aim of the Jaffa Cakes advert is to raise brand awareness through humour ‘every cakes dream to go to the world cup’- obviously, food doesn’t have a persona, and so to make the Jaffa Cakes have their own ‘dreams’ brings an element of childhood nostalgia to the advert. Many listeners know Jaffa Cakes as being a non serious brand with their adverts being quite childlike throughout time.
The Jaffa Cakes advert could be broadcasted on national FM stations, as it is a brand that is established throughout the UK. The Voice Overs used are from three different dialects- the main being a male standard english accent ‘Hello England hotel this is Jaffa Cakes’, as well as a quiet female voice, and a Liverpudlian male voice ‘every cakes dream to go to the world cup’. The use of the various voice overs makes the advert sound like it is meant for everyone from various parts of the UK to hear- the world cup is a multi national event, that everyone knows about.
Task 2: Advertisements for Radio
Galaxy Chocolate Advert:
Had a bad day? Need to relax and unwind? Well why not treat yourself to a delicious, smooth bar of Galaxy Chocolate… *chocolate snapping sound and relaxing music* “when I have a hard day at work, I choose to sit on the sofa with a Galaxy, the silky texture and creamy taste of this chocolate is enough to make me smile for the rest of the evening…”
So go ahead, turn a terrible day around with Galaxy chocolate…
http://www.youtube.com/watch?v=eDo0HsxNulM
iTunes/ iPod Advert
iTunes has a song for everyone, and with the iPod, you can take your favourite artists with you, everywhere you go, enabling you to find the perfect song for every occasion. iPod, because music matters.
http://www.youtube.com/watch?v=j3IQF985388
Task 2 Continued… Cap Codes in advertisements
In the pre production stage of making radio advertisements, producers have to consider certain aspects of the scripts and the way in which they put the piece together in order for it to be suitable for public broadcast. The BCAP Radio Standards Code put rules in place that ensure that the adverts on radio stations licensed by Ofcom are suitable. These rules are called ‘cap codes’, and are there to make sure that the adverts are ‘legal, decent, honest and truthful’ for listeners.
Some of the Cap Codes that have to be followed include:
Discrimination- Unreasonable, Sexual, Racial
Misleadingness
Superlative claims
Harm
Superstition
Price Claims/ VAT
Guarantees
Use of the word ‘Free’
Children
Offense to the public
Denigration
References:
Advertisement Script that breaks the Cap Codes:
http://www.youtube.com/watch?v=2E_4TtxeCEk
Script:
Had a hard day at work or school? Need a strong beverage to drown the sorrows of your miserable existence? Well pick up a bottle of Jack Daniels! With this amazingly delicious drink, you are introduced to a world of possibilities! Drink it with coke, or just on its own! Nevertheless, you’re going to have a wild time everytime with good ole’ Jack! With this drink, you can be as crazy as Ke$ha! We spoke to one party animal about his love for Jack…
“I used to be an angel in school…. but life was dull and exams were boring…. so i turned to Jack, now he’s my best friend! Ma mum makes and buys Jack for me, like she should, because women should be in the kitchen! But liike, I just can’t wait to be old enough to buy it me self!….mum!….MUUUUM! WHERES ME DRINK!?
So what’re you waiting for? Grab some Jack Daniels now!
Make misery history! Stronger alcohol now! Make misery history! Stronger alcohol now!
http://heatherharknessbtecradio.tumblr.com/
Cap Codes I have broken:
Misleadingness
Harm
Children & Younger listeners
Sexual Discrimination
Task 3: Chief Executive of Galaxy Radio
There are 3 sales teams that deal with different aspects of advertising, one team is based in London, and it deals with the major advertising brands- such as Coca Cola. Another sales team is based in the regional area of Manchester, and they deal with regional advertisings- companies that are known to the area, not national. The final team is based in the local area, they speak to potential advertisers within the Yorkshire area, for example; nightclubs & motor dealerships. They also deal with other advertisements, such as NHS, Change For Life, Sexual Health, Crime-stoppers etc.
If a World Wide company like Coca-Cola wanted to advertise with Galaxy Radio, the representatives from Coca Cola would speak to the whole of the Galaxy network to pitch their ideas, etc .
In terms of advertising, broadcasting an advert is measured in cost per thousand- or CPT as the term is known. This term helps negotiators work out a price with their client on how much their advert will cost to broadcast. The cost is based on how many times the advert will be listened to, how many hours it will be played for throughout the time, and how many listeners there are at the time of broadcast. The pricing on adverts also depends on the budget to create the advertisement, whether the company is a loyal customer, their credit rating, whether they are local or national advertisers etc.
Galaxy advises companies to broadcast their adverts for three months at a time, with the advert broadcasted at certain times throughout each day- depending on what the advert is aiming to achieve and the audience it is aimed at, the advert will be on air at different times according the the different social and economic groups that listen at the time.
On average, a national advert will be cost around £4000 per week to broadcast.
There are other various ways in which a client can broadcast with Galaxy, that can suit any budget from small to large. These include display advertising on Galaxy's own website, or placing an advertisement in their magazine 'Galaxy Life Mag'- there they can buy adverts for as little as £5 per week. .
Task 4: Voice Over’s in Advertising
One of the most important elements of advertising in radio is the use of a Voice Over. The actor who would play the role of the narrator that gets selected is an important decision, as every voice is different, changing the tone, pace and even the message of an advert. The voice that is chosen should be the one selling the product to the listeners- thus, a fitting voice must be selected. Some companies in radio choose to endorse a well known actor to their product, someone who would be easily recognisable to a broad audience; making the brand seem more reliable and well known. Other companies employ actors with a more regional accent, to give a sense of personal relationship to the listeners- thus, they would be more likely to trust the product they are being sold.
For example, in an advert that would be aiming to sell beer to working men, a calm male Voice Over with a northern Lancashire or Yorkshire accent would be preferred, as the dialect is strong and much more ‘working class’, which would create a personal identity with the listener.
Task 5: MCPS and PRS
PRS allows you to broadcast music whilst making sure that the artists get paid whenever their music is played. MCPS are paid for copyright and the royalites of this are normally paid to the composer, songwriter or publisher. PPL license allows radio and tv stations to legally use sound recordings & music videos whilst live.
How much would the PRS/MCPS/PPL copyright cost?
PRS copyright would cost £62.42 per day
MCPS copyright would cost £70.93 for upto 28 days
PPL copyright would cost £35 per day
How much would it cost to hire a transmitter for one month?
The cost of an RSL transmitter kit for a month is £345.00
What would the total cost be?
The total cost of everything for one month is £4123.69
Task 6: Client for Radio Advertisement
The client I have chosen for my radio advertisement is ‘Style Motorcycles and Scooters’, who are a local run business from the area. The benefits of the advert for this company include the raised awareness of the company and what it provides, for a range of different people- who we will primarily target at a younger audience, due to the show being based in a school environment.
Task 7: Client Brief
Background / Overview
Style Motorcycles provide Kymco scooters ideal for those just turning sixteen, as well as providing mechanical services and new and used parts. The advert is aimed at new and current customers in the local area.
What is the objective and purpose of the ad?
The ad must aim to attract new customers to come to the shop, as well as increasing awareness of the products and services available.
Target Audience. Who are we talking to?
The main target audience of the advertisement is students who will be turning sixteen and seventeen to promote the 50cc scooters available. The secondary audience would be those who already own motorcycles and scooters and are in need of repairs.
What’s the single most important thing to say?
Mentioning with new scooters a chain and lock is supplied free of charge.
What are the supporting rational and emotional ‘reasons to buy?’
Style Motorcycles is a local family-run business with a good reputation. Value is important in difficult economic times. It gives students and young people a mode of transport and their independence.
Details to assist the creative team:
Description of brand personality: Local, Friendly Service.
Positioning Taglines: You deserve your independence (coercive) Let us help you get yourself out on the road (reward)
Mandatory Details: 197 Richardshaw Lane, LS28 6AA. Telephone: 0113 2195998.
Providing New and Used Motorcycles, Scooters and Parts as well as mechanical services.
Budget
1 play per day = £10
3 plays per day = £20
5 plays per day = £30
Task 8: Proposals for Radio Advert
Task 8: Proposals
Proposal One: The advertisement opens with the end of a phone call between two male teenagers. They’re agreeing to go out to a party or event together. After hanging up the teen first addresses his mother for a lift there, she replies that she’s too busy and to try his father. His father responds the same, and sends him to ask his uncle. After everyone he’s asked has said no, he just gets frustrated and realizes he has to stay in as he has no way of getting out
The advert then turns to an outside voice, suggesting the teen takes matters into his own hands by going down to Style Motorcycles and buying a scooter. The scooter will give him independence, and it comes with a free lock and chain so he can stay on the road. No more waiting around stuck inside. Ideal for sixteen and seventeen year olds who don’t want to be trapped, relying on someone else to be able to get out places.
Tone-wise, the advertisement will sound informal, relaxed, so to be something the audience can relate to. The advertisement is based on a short fictional narrative designed to suggest a theoretical situation which could occur to a sixteen/seventeen year old teen, and thus the advertisement offers the solution in form of the product.
As the advertisement has a small budget but is still for radio broadcast, I will not be able to use copyrighted music, and so will have to select royalty-free backing tracks. This avoids any legal issues that could arise, and avoids the cost of contacting the artist through PRS.
The main focus of the advertisement is to promote independence through the purchase of a vehicle. As a selling point, it’s important to demonstrate that primarily. In the narration other services provided by the shop will be listed and mentioned, for secondary appeal to those who already own vehicles or who are out of the 50cc scooter age range. It is important to provide a range of information about the business itself, as it also sounds more reliable, and gives new and old customers a reassurance that when purchasing a vehicle, they also have somewhere to take it for repairs.
Proposal 2: Independence
A boy or a girl is stood on a busy platform waiting for their train to arrive. After the train is cancelled three times in a row, the frustrated teen remarks about having to miss the party due to the lack of dependability with public transport, and how they wish they had more independence.
The ad will then cut into speech of a representative of ‘style motorcycles’, and they will discuss the idea of owning your own motor cycle, how it will give you much more independence- and for very good value. “So don’t get left out in the cold, take matters into your own hands”
A local, informal Yorkshire accent- similar to how the customer would speak would be something the listener could relate to. I think the most suitable voice would be an older teen, because the target audience is aimed at young people, so a young representative of Style Motorcycles would be re-enforcing the theme of independence.
Final details of the advert will include the whereabouts of the shop- 197 Richardshaw Lane, or call the shop for more information- 01132195998
There will be a final tag line ‘Style Motorcycles- Take matters into your own hands’, so that the theme of independence is continuous throughout- the teenagers more more likely to remember the name of the shop if it is repeated.
Task 9: Initial Script Ideas
Script 1:
Teen 2: Hey, you coming out later?
Teen 1: Yeah sure, can do.
Teen 2: Well how long you gonna be?
Teen 1: Uh, about half hour? I’ll get a shower and then get a lift off me mum.
Teen 2: Alright, talk to you later, don’t be late or we’ll leave without you
Teen 1: Nah, be fine, mum won’t mind.
(hang up sfx, beep, ticking time lapse)
Teen 1: Mum, can you give me a lift out to-
Mother: I’m busy, try your father.
(footsteps on a staircase)
Teen 1: Dad, I need a lift to-
Dad: Not right now, I’m in the middle of something, ask your sister.
Teen 1: Alright, alright. (footsteps) Hey, can you-
Sister: I’m going out, talk to me later (door slams)
Teen 1: You’ve gotta be joking…
(phone ringing)
Teen 1: Hey. Look, I’m gonna be late.
Teen 2: We’re all already here, about to go see a film.
Teen 1: Oh, Right, I’ not gonna make it.
Teen 2: That’s the third time this month… anyway, gotta go, talk to you another time.
(music and sfx change here)
Narration: Tired of feeling trapped at home, waiting around for a lift you might not get? At sixteen you’re too young to drive a car, and you probably don’t want to be sat waiting around forever for a crowded bus.
At Style Motorcycles we value your independence and want to help you get out on the road. The 50cc Kymco Scooter range available is ideal for teenagers with a range of colours and styles available to suit every taste.
Whenever you buy a new scooter with us you get two years parts and labour warranty, a free X- Gear Lock and Chain, and all the safety essentials like your helmet at retail price.Script 2:
Vox pops of train noises, people talking, tannoy noise
Train person: ‘Attention… We are sorry to announce that the 19 40 train to Leeds is now cancelled… we are sorry for the inconvenience this may cause.
Boy: *sigh, angry grunting (inner head voice) This is the THIRD TRAIN in an hour that’s been cancelled! Why does this always happen to me?! It’s my dad’s fault for being too lazy to drive me ANYWHERE, EVER. I actually can’t believe this. This is the second party in three weeks I’m missing! I’m through with trains… I need a RELIABLE form of transport.
Narrator: Ever had to miss out on all the fun with your friends because of typically unreliable public transport and broken promises of a lift from your parents? Want more independence, and an easier lifestyle? Well, Style Motorcycles may be the right place for you!
At style motorcycles, YOU come first, and we have motorcycles to suit all your travelling needs. Never miss out on the party of the year again! Style motorcycles supply 50cc Kimko scooters that are ideal for teenagers, stocked in a wide variety of styles and colours- there is a scooter for everyone!
Want to save some money? When you buy a scooter with us, you will receive a free X gear lock and chain, as well as all of the essentials to keep you safe on the road, so you can enjoy your freedom to the full!
Female Narrator: So come and grab your independence- contact us on 0113 2195 998, email us at enquiries@stylemotorcycles.co.uk… or come find us at 197 Richardshaw Lane, Pudsey!
Style Motorcycles- because independence is a breeze!
Task 10: Final Script
Independence
Vox pops of train noises, people talking, tannoy noise
Train person: ‘Attention… We are sorry to announce that the 19 40 train to Leeds is now cancelled… we are sorry for the inconvenience this may cause.
Boy: *sigh, angry grunting (inner head voice) This is the THIRD TRAIN in an hour that’s been cancelled! Why does this always happen to me?! It’s my dad’s fault for being too lazy to drive me ANYWHERE, EVER. I actually can’t believe this. This is the second party in three weeks I’m missing! I’m through with trains… I need a RELIABLE form of transport.
Narrator: Ever had to miss out on all the fun with your friends because of typically unreliable public transport and broken promises of a lift from your parents? Want more independence, and an easier lifestyle? Well, Style Motorcycles may be the right place for you!
At style motorcycles, YOU come first, and we have motorcycles to suit all your travelling needs. Never miss out on the party of the year again! Style motorcycles supply 50cc Kimko scooters that are ideal for teenagers, stocked in a wide variety of styles and colours- there is a scooter for everyone!
Want to save some money? When you buy a scooter with us, you will receive a free X gear lock and chain, as well as all of the essentials to keep you safe on the road, so you can enjoy your freedom to the full!
Female Narrator: So come and grab your independence- contact us on 0113 2195 998, email us at enquiries@stylemotorcycles.co.uk… or come find us at 197 Richardshaw Lane, Pudsey!
Style Motorcycles- because independence is a breeze!
Task 11: Final Product
Radio advertisement for Style Motorcycles:
http://www.youtube.com/watch?v=lB9motYjJ0U
Task 12: Radio Advertisement Evaluation
Purpose : I achieved the purpose for my product in this unit, I managed to create a product for a company that appealed to teenagers that would be able to begin driving motorcycles. Because of the purpose of the advert, I wanted to make something that was both funky and that teenagers could relate to- so I chose the theme of 'Independence'- which told teenagers about the possibilities of purchasing a product that they could use to get themselves to A to B without having to rely on public transport or their family for lifts.
Audience: I asked some members of the target audience what they thought of the advert, and their reply was that they thought the advert was informative and useful- and quite enigmatic to begin with, making them wonder why the protagonist was waiting for a train, and what the advert was for- however, this was explained further into the advert. The audience took the preferred reading of the advert- we wanted them to consider alternative methods of transport, which was what we managed to achieve. For the opening scene of the advert, we used language that was suited to the teenage audience- it was informal, but was made clear what he was saying, and the actor used a yorkshire dialect- which is the region where the advert would be aired.
Representation issues: We gave positive messages in the advert- that using our product would give them a more independent lifestyle, however we used more negative aspects about getting lifts to places from parents and late public transport- typical everyday issues that teenagers experience, which was intended to give something that the listeners could relate to- a narrative hook which would encourage them to listen further. The advertisement included both boys and girls to create equilibrium- we wanted the product to sound appealing to both genders. Ethnicity was not considered a vital element of the characters- the advert was not biased against the ethnicity of the teenagers, and we casted on account of who fit the part of the characters the most- such as the yorkshire teenager to give personal relationship with the listeners, and a female and male actor who gave more standard english voices to make the information clearer for the listeners to understand. The music track added a more upbeat, modern edge to the piece, which was meant to be something that the listeners could recognize easily- attracting them to listen further. We recorded all of the advert in a Radio studio, simply because it was a quiet place with microphones that could pick up on what the actors were saying, giving a higher quality feel to the product.
Technical issues: The levels in this advert were fine on both the music and voice aspects. We used high quality microphones and monitored the levels of each voice whilst recording in order to avoid any re-recordings during the editing process. This proved to be successful, and the levels could be heard clearly, without any technical issues. I would use this technique again in the future, as the software meant we avoided any background noise and distortion. The editing of the product was fine- the music and voice levels were both clear and good quality, and we included voice distortion to make the train announcer sound more realistic, and various other sound effects throughout to give more variety and appeal to keep the interest of the teenagers.
Conventions/Narrative: I think that in a professional product, the same conventions would have been used- many adverts beginning with a narrative hook to grab the listeners, and the information coming afterwards to give the listeners a clearer perception of what the advert was for. In a professional product, the differences would be in the script writing and the actors used- they would have been done to a higher level, and they would have picked out professional actors with perfect tones for each character. The advert was a single strand narrative, due to the fact that the advert had to be short, we thought that a simple narrative would be easier to follow and less confusing for the listeners.
Self Evaluation: I think I worked well as part of the team- me and my team mate- Claire worked well in sharing out the work we had to complete, giving our different ideas and communicating well in both recording and producing the final product. I think that my skills improved vastly from working on the Speech Package and Radio Drama units- so I applied what I learnt from those units into this product, creating a better quality product that I and Claire were proud of.
Ofcom and Advertising: I would first make sure that the advert didn't break any of the cap codes that could possibly offend any of the teenagers. I would broadcast the advert on a local radio station as the shop is based in Pudsey, and so broadcasting on a small based station would be more beneficial to the business if the teen- and also older residents of Pudsey were the main target audience. I would broadcast the advert at a time that I thought would be a most popular time for teenager listeners- which would probably be from 3-4 p.m.; a time when teenagers are travelling home from school and college.
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