Radio Advertisement

Why Use Radio for Advertisement?

  • Along with Cinema, Radio has the lowest level of advertising avoidance, as people rarely switch stations, makingit a great platform to reach out to new customers / tell existing customers information they previously didn’t know.
    Only 16% of radio advertisements are avoided compared to 44% of television adverts and  61% of Magazines advertisements.

Radio Advert Analysis

What to look for when doing an analysis:

  • Brand
  • Product
  • Voie over – actress / actor / Celebrity endorsement
  • Location
  • Sound Effects
  • Style
  • Language used / emphasis on words
  • Special offers
  • Contact details
  • Repetition
  • Cross Promotion
  • Music
  • Terms and Conditions

This is an advert for Strongbow’s cider. Dramatic and triumphant music is used from the start, over which a deep male voice, ,presenting a masculine persona, talks. The voice over is done in the style of a speech to a group of men (particularly IT workers), suggesting they deserve the cider as a reward for their hard work. It uses words like ‘cool, crisp’ to describe the cider,  which makes it sound more appetising. It uses a cheering crowd sound effect to play into the style, it makes the listener feel part of the group, feeling their appreciation to what the man is saying and agreeing with him, that they deserve a reward. It refers to the listener as ‘brothers’ which makes the advert appear to be more personal. The advert’s target audience is middle aged men, because they’re the ones most likely to want the product, perhaps to drink in the pub with their other male friends.

This advert is for Haagen-Dazs ice cream. The advert contains no music at the start, it’s done in a conversational style, with a woman talking to herself  she is outraged to learn men think about Haagen-Dazs every 7 seconds, which is funny spin on the well known statistic that men think about sex every 7 seconds. The voice is female and sounds fairly young, which, along with the humour , makes the advert appeal to a younger audience. The woman is talking about Haagen-Dazs being as enjoyable for women as it is for men. This shows that Haagen-Dazs is suitable for everybody.The final part of the advert is a deep male voice, over a bed on jazz music, talking about ‘finest vanilla ice cream’ and ‘rich milk chocolate’, which make the product sound irresistible. The advertising tagline used is ‘Haagen-Dazs ice cream bars, pure pleasure’. The advert repeats the product name throughout which helps make it very clear what is being advertised and will make the listener remember the brand when they fancy some ice cream.

This advert is for Lipton Green Leaf Tea. It’s in the style of a humorous fake interview, with people from all over the world, asking them what they think of the drink. Each interviewee’s response is ‘mmmmm.’ Which shows that everybody, from all corners of the world, love the taste of Lipton Green Leaf Tea. It’s an American radio commercial, hence the american accent and he sounds like a broadcast journalist which ties into the interview style and implies the interviews are done in different locations by using waves, crowds and wind noises as a sound bed. The appreciative sounds the interviewees make are played all together to create a song at the end to form the bed over which the listener is fed the important information about the product ‘Protective anti-oxidents from real tea, it’s not just good for you ,it’s mmm to you.’

Retro Radio Adverts

This advert is for Pepsi-Cola and it’s from the 1970s. It’s in the form of a song, the music and lyrics combine to create a musical logo, in a genre of music that was popular in that era. The slogan it uses is ‘You’ve got a lot to live, and Pepsi’s got a lot to give‘.  The advert is effective because it’s a catch tune and you could easily have the song in your head of a while after hearing it.


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