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Codes and Conventions of a Radio Advertisement

By Craig Telford & Mark Kalinsky

• A radio advert is usually ranged from 15-60 seconds but the average radio is 30 seconds.

• A radio advert tells you the qualities of the product that is being advertised. Why it is different compared to other similar products/ or service on the market

• It will often contain a music bed or a ‘jingle’ to make the audience remember the radio advert along with a voice over the top

• The advert will always contain a slogan of the product that is being advertised

• The language that is used will always be tailored to demographic.

• Music that is used within the radio advert is very rarely been copyrighted

• The voiceover that is ontop of the advert is upbeat and lovely in order to attract the audiences attention and typically uses an English accent so that the audience can hear it clearly.

• In radio adverts the voice over will contain very heavy persuasive language, e.g. buy this pizza for a fantastic price only today and taste a pizza you won’t forget. They do this to get the product/ or service into the audience heads.