TEXTUAL ANALYSIS Radio Advert

0:01-0:02 The voiceover which said “Backstage come

inside”, connotes come inside and look at what is behind the stage, what is behind the industry, which also suggests the reward and hardship. As the name of our production is called backstage, so that it gives out the information of the the name of our production and also connotation of how the documentary reveals the hidden secret of the theatre industry.

0:03-0:07 The voiceover which said “Experience what's really like”

connotes come and experience the creative industry. This is because although we are targeting in aged 18-25 who will need to be persuaded to try the industry as they are not sophisticated enough, so that the direct address from the voiceover will be effective as she has a high pitch voice, which sound welcoming and therefore it will attract the audience to try and see the industry. Also due the soft and happy voice from the voiceover, it creates high pitch voice therefore it gives outthe connotation of the joyful in the industry.

The diegetic sound from the industry creates a vision and realism to the audience, therefore the audience can ‘experience’ the creative industry.

0:08-0:13/0:17-0:22/0:24-0:30 The voiceover from the Genesis, John and Sarah

gives out the first hand experience to the audience. As these are direct clip from the production, therefore it allows audience to get first hand experience to listen to the content of the film and understand what it is about as well as who are the interviewees from the documentary.

In terms of the content in the radio advert, it gives out lots of information about the industry, such as how great it is and what are the hardship within the industry.

0:14-0:16 The voiceover which said “Critics are it ‘a must

see for those aspiring to join the arts” connotes how good the film is. The critics also connotes the importance of watching the film which means it is essential for those who wants to join the creative industry, therefore it would be more effective to attract the primary audience as they are young teenage who are just graduated or are in drama school who are considering joining the industry.

0:22-0:24 The voiceover which said “See if the industry is

for you” connotes try and see is the industry suitable for you. Similar to “Experience what’s really like”, it is persuading the audience to come and try the industry, as the audience are mostly ‘Striver’, who work hard but low income and try to be like people they admire, so that it attract our target audience audience and therefore they will be willing to ‘try’ and watch the film and see whether the industry is suitable for them or not.

0:31-0:40The voiceover which said “Backstage, being screen as part of the BFI and London theatre seasons at selected independent cinema now” tells the audience about the information of the film; where its released. It mention Backstage at the beginning and near the end, this is because we want our audience to remember and recognise the name of the documentary, therefore as a reminder to the audience it can increase the brand identity.

Length/Use of voice The radio advert has a length of 40 seconds, this is

due to the fact that we are targeting sophisticated, so that the advert should be simple, therefore short broadcasting time will be enough to give out information to the target audience.

The advert has used a female voice who sounds educated which reinforce the class boundary in Marxist reading. On the other hand the release location (London) has promoted the ideology of capitalism. This is because London is the capital city and people from London are stereotypically represent as intelligence and successful, therefore it promotes that it will only success in London.

COMPARE REAL MEDIA TEXT Radio Advert

Which real media text we have used?

As there aren’t any radio advert specifically for Documentary, therefore instead of that we have found a radio advert for Doctor Who, which is a TV drama in BBC. The colour of Red is representing Doctor Who and the colour of blue is for our production Backstage.

https://www.youtube.com/watch?v=lSz0kk5y-0o

Doctor Who VS Backstage (Length) The length of the advert is 44 second, this is because Doctor

who is a famous TV show which is made by BBC, so that the advert could possibly release on BBC radio and it can get slightly longer broadcasting time as they are from the same institution.

Our Backstage radio advert is only 40 second, this is because we are distributed by independent company so that we do not have longer broadcast time due the limitation on budget for independent company

Doctor Who VS Backstage (Music Bed)

There is a atonal music from the Tardis as the background music, which remain the character form Doctor Who as well as creates a brand identity as it makes the audience to recognise and remember the TV series. Also the music has followed the convention of adventure/action genre as it has mention that the doctor is going to save the day, therefore it can attract young mainstreamer as it connotes the Doctor is the superhero.

For Backstage, we have used a orchestral music with a subtle and happy instrument which is the same as our main film, so that it is appropriate to the theme and our target audience (Sophisticated audience) as it is about the creative industry and it creates continuity from the radio advert to the film as well as not being complex so that it allows audience to focus on the words from the voiceover, therefore would be able to attract our target audience.

Doctor Who VS Backstage (Music Bed)

As the the advert of Doctor Who has used the USP of the doctor and using the brand identity from the production as it has the sound from the Tardis, so that it has the better advantage compare to our radio advert as the audience can easily recognise the dialogue from the Doctor so that it can attract the audience’s attention more effectively. Also the ambient echo sound from the background has represented the convention of a sci-fi product, therefore by telling the genre and using the USP of the show, it could attract its audience more effectively

Unlike Doctor Who, our backstage do not have any USP that allows audience to recognise our campaign due to the fact we are a new campaign and only target niche audience, therefore it proves that why short documentary rarely advertise via radio

Doctor Who VS Backstage (Voiceover)

Doctor Who has used the voiceover of the doctor, who is the unique selling point of the show, so that it can attract the attention of the audience as it is a famous TV show and audience might recognise the voice of the Doctor (Matt Smith) which gives out social interaction to the audience. Also he has spoken in a happy and upbeat voice, so that the audience can hear the advert easily and more comfortable as well as engaging to the advert. However the radio advert has broken the convention of radio adverts as it has used a male voiceover which will be lower pitch than a female voiceover so that the audience might struggle to listen. But considering the Doctor is the USP of the advert, using Doctor himself as a voiceover will be better than using female character’s voiceover.

Doctor Who VS Backstage (Voiceover)

Unlike Doctor who, our production Backstage has followed the convention by using a middle class female voiceover, which can produce a high pitch sound and allow audience to listen more easily. It is important for us to make sure our audience can listen comfortably and due to the fact that our production is about the drama industry, which stereotypically associate with quiet background and clear voiceover. Also although our primary audience are not sophisticated enough, they would still prefer less complex material because they are considering on their future and it is crucial for them to choose the right decision therefore they would be more likely to focus on the voiceover rather than the music bed.

Doctor Who VS Backstage (Content) As Doctor Who is broadcasted on BBC radio such as the

Radio 1 and 2 due the same institution , which these radio station has the most listener across the country. In order to attract wide range of listener, the Doctor Advert has used the voiceover of the doctor and using atonal music so that the audience can recognise the radio advert. However, as BBC has only released a teaser trailer on radio therefore it supports the idea of how impractical to promote a visual product through auditory media Moreover within the radio advert it have mention the release date and what is it about (The story of the show), therefore it gives out important information to the audience, therefore it has followed the convention by incises the audience and get the answer to these questions.

Doctor Who VS Backstage (Content)

However the Doctor Who radio advert did not include any other voiceover from the show, this is because they don’t want the audience to know what is happening in the show, so that instead of that they allow connotation and themes of the doctor that will appear in the show to be apparent without telling the audience what is in the show, therefore it is slightly different to our production Backstage. Furthermore due to the fact that they have used the scripts for the advert, so that the advert would be able to include the releasing date within the dialogue, therefore it appears more realistic to the audience

Doctor Who VS Backstage (Content) On our production Backstage, we have read the name

Backstage twice as a reminder for the audience. Also on the radio advert as it said “Come Inside” and “See whether the industry is for you”, it gives out the connotation of ‘come and look at reward and hardship the creative industry’, which have the same meaning as the tagline “Look behind the curtain’ on the film poster. Moreover we have included a small part of the interview from our interviewees, therefore the audience can ‘come inside’ and experience the industry by listening the comments from the professionals.

We have included the information such as the release cinema. However, we did not include other information such the release date, therefore we have broken the convention and the audience will need to find out by themselves.