The radio advert that I will be analysing is about a “Free Bridget Jones’ Dairy when you buy some Max Factor make-up.” I found this advert on Yorkshire Coast Radio, it was broadcast on one of their popular shows “The Wind Down Zone.” This show begins at 10pm and plays songs to relax you. The advert is a storyline that starts off by “Dear Dairy, I was shopping…” and carries on when the actor sees the offer and the voice over explains the deal.
This advert is aimed at middle-aged women who use make-up. I think this because the voice over is a middle-aged woman who is acting as if she is shopping, I also think this because “Bridget Jones” is a middle-aged women. It is appealing to be like Bridget Jones Boots advert.
The purpose of the advert is to sell “Max Factor” make-up and to promote the New Bridget Jones Dairy. It’s saying to the audience that if you buy Max Factor make-up you will become Bridget Jones and also the image to be is Bridget Jones. Its uses persuasive language by telling the audience that “Max Factor” is used in Hollywood and almost implies that women who use Max Factor make-up will look like Hollywood actresses. It also tells the audience that the offer is on for a limited time only. If the advert is telling the audience about it give you Hollywood glamour it will make them think they can gain Hollywood glamour with Max Factor. Also telling the audience that they have limited time makes them feel they don’t have long to get the product so they rush off to buy it, even the fact that the audience are getting something free is temptation to buy the product.
I think the advert will work as pretty well as it has a lot of catchy phases hidden in it and it makes a big effect. Them Hollywood glamour phase is the strongest point and the word “Free” is really caught my attention and I think it will with other people. It does attack the audience by starting of a story then hinting the point straight away getting the audience to pay attention. It was the right to broadcast the advert because it was quite late and on the radio show they play a lot of older songs that middle-age people like to listen to. It also could be played during the day for mothers for women who listen throughout the day. The voice was dead right as they used middle-aged women as the voice over and that is what they are trying to alert. Too my knowledge the advert did follow the Radio Authority Codes and didn’t come close to breaking them. Overall I think the advert was very effective and carefully well though out, I think it was put together as the storyline introduced the advert.
My advert is advertising a woman’s fragrance what is cheap and is aimed at middle-aged women who want to feel attractive and make them confidence towards men.
I made the choice to make the advert scene about a man and a woman where the man falls to the women’s feet of the attractive smell of the perfume she is wearing, because the perfume will give women confidence and everyone likes to feel attractive sometimes so this theme I think would sell the perfume.
I was aiming my advert at the younger generation of females who like to feel attractive. I think the perfume would sell more presented to this age because females this age by more perfume then they are older and they like to feel attractive, also they are more likely to be trying to attractive other male at that age.
I would be broadcasting my advert during prime time as it is the most popular time for people listening and most of the listeners are of the younger generation and that is my target audience.
The voices make it appealing for the audience, sexy and breathy voices represent that if you wear this perfume you will be sexy you will have all the men at your feet. The whole sexy mood, feeling in this advert is to represent that you can feel this way by just buying this perfume.
This advert does not break the rules and regulations I have covered follows and the guides and does not break them.
In my assignment I will be writing about how Radio developed over the years, how it began and the history, through to the very day and to the future.
I will also include:
> Radio Authority
> Radio Advertising
> Radio Script
> Analysis of an existing radio advert
> Audience reactions/emotions
> Create an advert and compare it to the rules set by the Radio Authority
> Research onto the future developments
> A conclusions on my views on the Radio Authority
Radio first came about at the end of the 19th century/beginning of the 20th century radios were starting to be produced by a company called “Marconi.” Everyone became excited about the new inventions and in 1904 the Postmaster General was given control over radio and all future developments, but the Armed Forces wanted control over all communications.
1922 The BBC is formed, British Broadcasting Company. The growth of radio during 1920/30s over 8 millions licenses were issued. 1927 the BBC becomes British Broadcasting Corporation. In 1939 the Home Service was created. 1953 was bad news for the radio as T.V had been brought in and was attracted by big audiences. 1947 car radios become possible. 1955 VHF & FM was developed. 1964 Pirate Radio had begun. 1967 Pirate Radio was made illegal, also in 1967 (big year for radio) – start of BBC local radio: Radio Leicester. Soon followed by many others.
What does the future hold for digital radio?
With digital audio broadcasting it will allows us for a huge increase in the number of radio channels that can be fitted on to the world’s electromagnetic spectrum, the worlds electromagnetic spectrum is like the atmosphere, it can only fit so much radio waves in it. It likely to speed up the slow move away from nationwide mixed programmed services towards a huge range of special-interest channels. Some broadcasters, with an eye to the commercial potential of the so-called information superhighway, are even developing approaches to radio that may eventually turn broadcasting in an opposite direction by moving away from continuous streams of radio that is produced, formatted, and scheduled by a core of professional staff towards a pattern of providing audio on demand. This would allow listeners to assemble their own schedules from archives of music and news reports that are now accessible via computer technology. However, the essential nature of radio as an unobtrusive medium, part of the background or “aural wallpaper” of daily life, means such moves to a more interactive future are likely to be gradual.
We now find a plethora of other digital audio products. MP3 delivery via internet to portable players, DVD-audio with its new multi-channel format just adopted by the DVD forum consortium, new advanced digital audio proposals that envision replacing CD’s, direct broadcast satellite (DBS – Direct Broadcast Services) provides’ audio package and, lest we forget, digital televisions multi-channel sound.
> Sound quality was the strongest reason reported for the change.
Analogue as an audio process is now effectively extinct. Although many still argue that sound in nature and indeed our own hearing is analogue in form, the capturing, storage and transmission of analogue sound has been historically expressive in terms of ‘hardware’ and due to the “continues stream of dates” enabled corruption of the stream at each and any stage of modification to the stream.
The digital audio process however uses a binary code representation of the continuous stream of data and once in this form can be modified in any way without any further degradation of the original signal.
Digital audio in its basic form is this by definition very simple, the process starts with binary recording of the multiple groups of zero and ones, a production component shuffles them in a myriad of ways and then a “transmission” cycle replay the results.
Despite early teething troubles, especially complaints of a same what metallic, unnatural sound, a digital signal today can be recorded replicated stored transmitted undeceived with the utmost fidelity.
The other great advantage at the digital process in a radio sense is the possibility of the listener interactively. Currently any interactivity is limited by the inability of the individual to query the other end of the radio transmission chain. When we currently switch stations on our radio, we are not interacting, we are simply selecting from a series of predefined options. If you switch from are station to another the porous station doesn’t stop broadcasting because you no longer listen.
Through my research and study of Radio and the Radio Authority that Radio Authority is needed to protect the listeners from what should be heard and what shouldn’t. The Radio Authority does do it job properly and it is they for a reason and it is a good reason. Radio is very popular and has been since it began. The Radio Authority also looks after the radio stations its self and frequency tests them or tunes in to see if they are following the rules.
My conclusion is that the Radio Authority is does it best to keep the radio standards up to scratch and couldn’t really be improved and that the standards of radio is at a good quality.
2. The Radio Authority
3. Existing Advert Analysis
4. Radio Advert
5. Advert Analysis
The Radio Authority introduced its regulatory role on the 1st January 1991. It is one of the three groups that used to be the Independent Broadcasting Authority (IBA). The authorities are the people who licenses and regulates independent radio services.
The authority is required to publish codes (rules) to which it licenses must follow; the authority can apply sanctions to licenses that break the rules. Sanctions include broadcasting apologies and/or corrections, fines and shorting or revocation of licenses.
Independent Radio Services comprises of national, local, cable, satellite and community radio. The authority also licenses digital radio services, both national and local.
The authority has three main tasks:
> To plan frequencies.
> To appoint licenses with a view to broadcasting listener choice and to enforce own ship rules.
> To regulate programming and advertising.
The Radio Authority is the body, which controls and regulates all of radio. They issue adverts, apologies and regularly listens to different radio station to check they are follow their rules.