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Wednesday 17 February 2010
Monday 18 January 2010
Planning
SCRIPT.
This is our radio advertisement script.
"I'm a little kettle, short and stout, here is my handle here is my spout, now I have a button I don't shout, lift me up and pour me out."
"Kettle and Co introduces the exclusive electric kettle"
"Available in all leading home stores."
After analysing other radio adverts, we came to a conclusion that a jingle would be the most popular technique to use. As we see in two of our radio research adverts, a jingle is used by some of the big names, Rice Krispies and Nescafe. But why does the jingle work so well? Jingles are used in association with the product, when you hear a certain jingle you then remember the aim or the product that it was selling. They take the form of a small rhyming song which sticks in a persons mind.
Humour is also put into most jingles as this then makes them far more memorable. In our radio advert we use humour and a play on words, " now I have a button I don't shout." Here we are making it clear that all you need to do is push a button and you do not have to boil the water under a gas stove. In the original rhyme it says, " when I get all steamy, hear me shout." in contrast we have made clear that technology is the main force behind our product but the nostalgia is still there. The fact that when people hear this they remember their childhood well, and it will take them back to when they were younger. As the children's popular nursery rhyme is well known and most people wont be able to help themselves sing along, it will generate more interest in the product.
We then added in the tag line of, " kettle and co introduces the all new electric kettle." This is a code of convention of a radio advertisement. This gives our radio advert anchorage. And the line " available in all leading home stores" again is a convention of a typical radio advert.
This is our radio advertisement script.
"I'm a little kettle, short and stout, here is my handle here is my spout, now I have a button I don't shout, lift me up and pour me out."
"Kettle and Co introduces the exclusive electric kettle"
"Available in all leading home stores."
After analysing other radio adverts, we came to a conclusion that a jingle would be the most popular technique to use. As we see in two of our radio research adverts, a jingle is used by some of the big names, Rice Krispies and Nescafe. But why does the jingle work so well? Jingles are used in association with the product, when you hear a certain jingle you then remember the aim or the product that it was selling. They take the form of a small rhyming song which sticks in a persons mind.
Humour is also put into most jingles as this then makes them far more memorable. In our radio advert we use humour and a play on words, " now I have a button I don't shout." Here we are making it clear that all you need to do is push a button and you do not have to boil the water under a gas stove. In the original rhyme it says, " when I get all steamy, hear me shout." in contrast we have made clear that technology is the main force behind our product but the nostalgia is still there. The fact that when people hear this they remember their childhood well, and it will take them back to when they were younger. As the children's popular nursery rhyme is well known and most people wont be able to help themselves sing along, it will generate more interest in the product.
We then added in the tag line of, " kettle and co introduces the all new electric kettle." This is a code of convention of a radio advertisement. This gives our radio advert anchorage. And the line " available in all leading home stores" again is a convention of a typical radio advert.
The radio station that we would choose our advertisement to be on would be a mainstream radio station such as Heart or Fire radio. This will ensure that most of our target audience would be able to listen to it, and then therefore our target audience would be reached with efficiency.
The length of our radio advertisement is approximately 20 seconds.
The advertisement would be best broadcast during the middle of the day weekdays and weekends, as much as possible would be efficient as the more people who listen in the more people are going to buy into our idea. In the weekends family's would be listening in much more as adults have days off, so if the radio advertisement were to be broad casted then we would receive maximum publicity.
The length of our radio advertisement is approximately 20 seconds.
The advertisement would be best broadcast during the middle of the day weekdays and weekends, as much as possible would be efficient as the more people who listen in the more people are going to buy into our idea. In the weekends family's would be listening in much more as adults have days off, so if the radio advertisement were to be broad casted then we would receive maximum publicity.
Existing Radio Advertisements and Analysis
Here are a few examples of radio advertisements.
In this advertisement we see that they have used a catchy jingle, this will make the advert far more memorable than any other. The song of the coffee beans will stick in your memory, and the addressee will always remember that tune. It also has an element of humour in the content, the song has humorous lyrics such as "2 beans times 2 beans is 4 beans." Using humour in the advertisement also helps for it to stay in the mind of the viewer, and for it to be remembered.
The target audience is very clear here, as again we see an advertisement use a jingle to put there USP across. The target audience is directed mainly at small children, as the cereal is eaten just before all the children get up and go to school. This advert has the same effect as the Nescafe advert, in the sense that they both use a jingle to express their product. Jingles work very well as they stick in peoples minds.
We researched a few of these films, mainly for the accents in them. As we also used a very old fashioned English gentleman's accent, we thought we would like to highlight where we got our idea from. It also gave us an incite into how radio was produced back then, which helped greatly as we wanted to get the full authenticity of these old radio productions.
Firstly, this is a link to a Nescafe radio advertisement taken from the oldtimeradiofans.com website.
In this advertisement we see that they have used a catchy jingle, this will make the advert far more memorable than any other. The song of the coffee beans will stick in your memory, and the addressee will always remember that tune. It also has an element of humour in the content, the song has humorous lyrics such as "2 beans times 2 beans is 4 beans." Using humour in the advertisement also helps for it to stay in the mind of the viewer, and for it to be remembered. When talking about there target audience, they have been very clever. They have used a singing voice of a male and a female, making it accessible to a much wider target audience. And also with the use of easy sums, for example 2 times 2 equals 4, it also may have some affect on a younger generation by helping them with there math. We took on board this technique of trying to appeal to a bigger target audience, that is why in our final outcomes we see an advert using a male actor and an advert using a female actress. This ensures that the target audience has a bigger range, than if we had just used 2 adverts with a female or vise verse.
After the jingle is over, a voice over provides anchorage to the advertisement. If it were just the jingle on its own the message may not have been clear to come people. But with the voice over at the end of the advert saying, "Extra beans, means extra flavour" and "Nescafe goes all the way for flavour." It will be much easier for the viewer to understand, that Nescafe concentrates on bringing you a better flavour.
The second advertisement is for the popular cereal Rice Krispies. Again this audio clip has been provided by oldtimeradiofans.com.
The target audience is very clear here, as again we see an advertisement use a jingle to put there USP across. The target audience is directed mainly at small children, as the cereal is eaten just before all the children get up and go to school. This advert has the same effect as the Nescafe advert, in the sense that they both use a jingle to express their product. Jingles work very well as they stick in peoples minds. Within the jingle it is clear at what they are focusing on in the lyrics, making out that the sound of the rice krispies snap, crackle and popping is a sound you just have to hear! The opening line is, "What a happy sound, that is the happiest sound I have found." This backs up our statement of them trying to get across that the sound of their cereal popping and crackling is the best sound around. Once children have heard this advertisement, they will feel the need to have to have this cereal because of the sound. It is the concept they have created, and this concept will drive forward their aim, which is obviously to sell as many packs of cereal they can. In relation to out advert, our concept is also quite simple. It is simply saying that using electricity is much more faster and easier than staying with a gas kettle. Once the audience have been plugged in to our campaign, our aim then sets in and we can sell our product because our audience know that electricity is faster and better for them.
The anchorage in this advert is not as clear as in the Nescafe advertisement, but it is still there. In this advert once the end comes you hear, "Kellogg's fresh to you!" This again makes sure that the addressee knows exactly what the advert is about. Once you hear Kellogg's you know it will be some kind of edible product, and that it is coming fresh to you. And something being fresh appeals much more than something being old or stale.
Lastly, we have chosen a radio production on film in 1934.
We researched a few of these films, mainly for the accents in them. As we also used a very old fashioned English gentleman's accent, we thought we would like to highlight where we got our idea from. It also gave us an incite into how radio was produced back then, which helped greatly as we wanted to get the full authenticity of these old radio productions.About Our Audience
When considering our target audience we thought carefully, and came to the conclusion that male and female, middle aged people would be the best target audience for the radio advertisement. A household product like the kettle would not appeal to teenagers or any other age range below it, as it does not have any real appeal to that age range. It is not a toy, and it doesn't really have any fun qualities.
This is why a product of this calibre must be driven towards parents of family's and people that move into a new home. We want it to be seen as a must have for any kitchen in the country. A kettle is seen to be important in the kitchen in today's society, and you will not see a bunch of teenagers setting out on a shopping spree buying the latest kettle. It is more likely that you see someone of a more mature age going out and buying this type of item.
Once we found out exactly who are target audience will be, then we must go about trying to hook them in with our radio advertisement.
when will they be most likely listening to the radio?
what station will they most likely be listening to?
what product do we intend to sell?
This is why a product of this calibre must be driven towards parents of family's and people that move into a new home. We want it to be seen as a must have for any kitchen in the country. A kettle is seen to be important in the kitchen in today's society, and you will not see a bunch of teenagers setting out on a shopping spree buying the latest kettle. It is more likely that you see someone of a more mature age going out and buying this type of item.
Once we found out exactly who are target audience will be, then we must go about trying to hook them in with our radio advertisement.
when will they be most likely listening to the radio?
what station will they most likely be listening to?
what product do we intend to sell?
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