Existing Radio Advertisements and Analysis

Here are a few examples of radio advertisements.

Firstly, this is a link to a Nescafe radio advertisement taken from the oldtimeradiofans.com website.

http://www.oldtimeradiofans.com/old_radio_commercials/Nescafe.mp3

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.

http://www.oldtimeradiofans.com/old_radio_commercials/Rice_Krispies.mp3

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.

http://www.youtube.com/watch?v=msX5T1T_nio

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.