For other examples of radio adverts, take a look at these produced by Radio Works and Radioville:
Radioville ads
Radio Works Ads
Ads from around the world
RARE Awards
RARE Award winning ads
soundsvisual.com
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.....
Styles
Humorous: Is it funny?
Serious: lacking in humour?
Factual: is it based on lots of facts?
Fiction: is it story like?
Nostalgic: Does the advert refer to past times with fondness?
Pastiche: Does it pay tribute to or imitate another piece of work?
Repetition: Does the advert repeat key facts such as telephone numbers or dates?
Simple: Is it straight forward?
Complex: Is it a complicated advert?
Aggressive: Think - 'YOU BUY ONE YOU GET ONE FREE!' They shout rather than tell you.
Seductive: Think Cadbury's Flake adverts.
Surreal: Having the intense reality of a dream. (Wikipedia)
Immediacy:
Is the commercial advertising something that is limited and happening soon - IE "1 Day Sale This Saturday"
Long Term:
Is it just promoting a brand rather than a specific Item? Something that is on going?
Purpose:
The main purpose of any radio commercial is to raise 'Brand Awareness' and to promote and eventually increase sales of the product being advertised. They are informational and persuasive. In addition they also provide an income for the Radio station broadcasting the advertisement.
Radio commercials are produced to serve a purpose, what is that purpose?
To raise brand awareness?
Commercials can be about the brand, rather than the product, helping the brand solidify its position in the market or raisng its profile.
Some brands continue to advertise, even though they are already an established brand, this sends out a message to its competitors but also keeps the brand in the pubilc eye, or ear. often well known brands reinvent themselves through clever marketing.
Informational?
Information about a new product, event, scheme, new opening hours, new menu etc..
Persuasive?
"Why not treat yourself?" "Does your dog deserve the best?" "Go on you deserve it!"
Sales and Special Offers?
Needs no explanation...
Seasonal Awareness?
Christmas, Easter, Summer Holida
Radio Stations
Where are the commercials broadcast?
National Stations FM: Radio 1,2,3,4, Classic FM, Virgin (South only)
National Stations AM: Radio 5, Virgin, Talk Sport
Local FM: Radio Leeds/Sheffield, Durham FM.
Local AM: Radio Leeds/Sheffield
Regional FM: Galaxy, Real, Aire, Viking etc..
Regional AM: Magic, Radio Leeds, Capital Gold etc:
Remember BBC Stations are not commercial stations but they do produce commercials which advertise BBC products or information.
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?
Content:
The content of radio commercials are regulated in the same way as TV commercials.
Advertising Standards Agency
The ASA is an independent body that was established by the advertising industry to police the rules laid down in the advertising codes. They regulate the content of advertisements and stop misleading, harmful and offensive advertising. They also make sure that advertisements adhere to the BCAP Standards Code for Radio.
Radio Advertising Standards Code
Click on the link above to view the full CAP code for Radio.
RACC
The Radio Advertising Clearance Centre is the advertising body of commercial radio. It is part of the Radio Centre and is funded by the commercial radio stations who pay copy clearance fees.
OFCOM
Ofcom deal with all complaints regarding political bias in broadcast advertising. They also regulate programme sponsorship, where a programme sponsor is announced in a 'credit' at the beginning and/or end of a programme and during breaks.
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.
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