A2 MEDIA COURSEWORKRADIO ADVERT

JACK HERBERT 13HP

RESEARCHThe News Of The World – TNOTW’s radio adverts are broadcasted in the week on a range of the mainstream radio stations e.g. Heart FM, Capital FM etc. They use no background music and a male voice over. The male voice over is strong and has a tone of excitement as they are trying to excite the listener about the exclusive story they have ready to be released on the Sunday. They use the word ‘EXCLUSIVE’ a lot to let the listener know they are not going to find this news anywhere else which gives the Newspaper a powerful image and a competitive advantage. They mainly advertise big celebrity scandals and exclusive interviews as this is what their target audience are generally most interested in. They end there advert by saying something along the lines of ‘All in this Sunday’s News Of The World’ which could make the reader sub consciously store this thought in their head and then remember to pick one up on Sunday.

RESEARCH CONTI found it hard to find any audio examples of newspaper radio adverts, although after visiting www.radioville.co.uk and listening to some of the adverts they have produced in the past I gained some ideas. Here is my analysis of one that I listened to.‘Diary’ Advert for Coca Cola

The idea of the advert is a diary of an ice cube. The ice cube starts by being bored in a mundane freezer and then gets put into a glass and when something starts getting poured on top of him it seems to have an orgasmic effect on him. Whilst this is going on, the Coca Cola backing track starts to fade in letting the listener know what is causing it this pleasure and overall what the advert is trying to sell. Initially there is no backing music until the advert builds up to the pinnacle at the end when the backing track starts. The advert is humorous which makes it stands out from other boring ones, therefore listeners will listen to it and smile instead of blanking it out. The advert isn’t obvious which gets the listener involved more which helps to keep it in their head. The pleasure the ice cube is going through is meant to represent the pleasure that the the person will go through when they drink the product and this is a very effective tool used.

RESEARCH CONTI next decided to look into the idea of free promotional CD’s and the adverts within them because they are a form of audio only advertising. These CD’s are very popular with club promoters at the moment and they are using them more and more. The CD’s contain music tracks mixed together by popular and profession local DJ’s to give the listener a feel of the music and atmosphere of the club/event they are advertising. A voice over is used every now and again throughout the CD giving information about dates, venues, DJ’s etc. This is a brilliant way of advertising as people see it as a ‘free CD’ with great mixes which they can put on their iPods or play at parties, and this is what the promoters want as people are more than willing to pick them up and share them between their friends. A local voice is usually used as the voice over to give a sense of informality and allows the listener to connect more. Here is an example of an advert on one of these CD’s.

THE PLAN

My plan is to create a radio advert similar to the audio promotions used by Club event promoters. They are a very popular way of promotion in the area, and with the voice of a local person, the newspaper appears more down to Earth. I plan to use words such as ‘Exclusive’ to make the newspaper sound prestigious and high quality, much like the West Essex area it is based in.

The advert shall be used to promote the brand rather than describe the newspaper as the idea of it is to make the person want to find out more about the paper by looking out for it in the area and picking one up for them and their friends when they come across them.

I have chosen to use the song ‘Just Fine’ Mont Blanco Club Mix for my background music, because it is a feel good and popular song which reflects the up-beat content and brand of La Dolce Vita.

I shall use my voice as the voice over, as mine is local (Essex) and people will feel that can relate more to the product.

THE SCRIPT

La Dolce Vita. Good times, good people, good company, good memories, good goss, good news.... The good life.

La Dolce Vita. West Essex’s brand new and exclusive free newspaper.

La Dolce Vita. Because the best things in life are free.

THE ADVERT

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