Radio advert:
According to this website: http://www.suite101.com/content/how-to-write-a-radio-commercials-script-a109730 , the main things to address when creating a radio advert are:· How to take a workable creative brief from a client,
· How to deliver that brief back to the client for agreement and approval, · How best to write and record effective radio commercials from that brief, · And how to achieve the client’s advertising aims and objectives.
According to this website: http://www.suite101.com/content/how-to-write-a-radio-commercials-script-a109730 , the main things to address when creating a radio advert are:· How to take a workable creative brief from a client,
· How to deliver that brief back to the client for agreement and approval, · How best to write and record effective radio commercials from that brief, · And how to achieve the client’s advertising aims and objectives.
In terms of demographic, I have been advised to:
· look at who is the audience being addressed or talked to (age, sex, demographic profile, interest) · identify what is this audience being asked to do (advertiser contact: call, store or web visit, or increased brand awareness.) · why should this audience listen to it (the audience reward.)
· look at who is the audience being addressed or talked to (age, sex, demographic profile, interest) · identify what is this audience being asked to do (advertiser contact: call, store or web visit, or increased brand awareness.) · why should this audience listen to it (the audience reward.)
I used these questions as guidelines for the construction of my research and development.
I therefore addressed these questions and answered them:· look at who is the audience being addressed or talked to (age, sex, demographic profile, interest)- my audience is 16- 21
- of the B,C,D,E, social class
- They are meant to appeal to everyone of all ethnicities/ cultural backgrounds however there is a focus on the most prejudiced race which is the black/ African race
- both male and female
- Interested in current news, entertainment, within the local youth community
I therefore addressed these questions and answered them:· look at who is the audience being addressed or talked to (age, sex, demographic profile, interest)- my audience is 16- 21
- of the B,C,D,E, social class
- They are meant to appeal to everyone of all ethnicities/ cultural backgrounds however there is a focus on the most prejudiced race which is the black/ African race
- both male and female
- Interested in current news, entertainment, within the local youth community
· identify what is this audience being asked to do (advertiser contact: call, store or web visit, or increased brand awareness.)
- Buy and read a local newspaper (also increase the awareness of the brand and let them know about the website)
· Why should this audience listen to it (the audience reward.)
- Gain more of an insight on the opportunities made available to the youth of today (enables them to get to know doors that they never knew existed)
- Also gives a positive insight on the youth of today in a society whereby they are not praised and encouraged for the good things they do.
Education/ career advice that looks beyond the constraints given to teenagers by adults (those in power)Practical Research:
I decided to listen to templates that were created by other A2 media students. This enabled me to have a feel of the various ways they conformed to the conventions of radio adverts. Examples of these templates are below:
I decided to listen to templates that were created by other A2 media students. This enabled me to have a feel of the various ways they conformed to the conventions of radio adverts. Examples of these templates are below:
Radio Advert 1
Radio Advert 2
Radio Advert 3
Radio advert Evaluation.
Each of these templates:
Each of these templates:
- Included all the key components of their product (why they should buy it, the benefits consumers would receive from it, the price, and so on)
- The voices were very appropriate in representing their target audience; e.g. the Ammunition Radio Advert there was a lot of sound to give a military effect and used to emancipate their products even more.
- There is a sense of a journey within the advert: this links in with Todorov’s equilibrium theory. Each advert comes has an individual who is fine; there is then a problem which disrupts the equilibrium and there a solution is brought about and then equilibrium is restored. This is how it is reflected in the different adverts:
Radio Advert 1: There is no established equilibrium to begin with; it begins with a disrupted equilibrium. A situation is narrated, with the problem expressed (a burglary) and a solution is brought forward which is the product (weapons/ machines). Equilibrium is restored.
Radio Advert 2: Again, equilibrium is distorted (the customer doesn’t know the lottery numbers) and a solution is found in the product (The Birmingham Universe has the lottery numbers in and the customer has won). Equilibrium is restored.
Radio Advert 3: Equilibrium is distorted (there is no simple news), equilibrium is restored in the product as it is the solution (The Mosley Gazette has ‘simple news’)
Radio Advert 1: There is no established equilibrium to begin with; it begins with a disrupted equilibrium. A situation is narrated, with the problem expressed (a burglary) and a solution is brought forward which is the product (weapons/ machines). Equilibrium is restored.
Radio Advert 2: Again, equilibrium is distorted (the customer doesn’t know the lottery numbers) and a solution is found in the product (The Birmingham Universe has the lottery numbers in and the customer has won). Equilibrium is restored.
Radio Advert 3: Equilibrium is distorted (there is no simple news), equilibrium is restored in the product as it is the solution (The Mosley Gazette has ‘simple news’)
After evaluating these templates, I decided to follow the following generic conventions of radio adverts:
- Include appropriate sound: in my case, I’ve decided to use a generic grime insturmental. This song is well known within the youth community as it’s played in all raves and is a song that is most recognised within the teenage community. It therefore also holds a representative aspect of my target audience.
- Let the audience know what exactly you are selling: describe what it holds (USP), the price, the frequency, the target audience.
- Take them through a journey: each of my examples had a situation that attracted their audience to read/ want to buy the newspaper. This is relation to Todorov’s equilibrium theory (balance, dirsuption, balance restored); this will involve an aspect of representation that reflects the everyday situations teenagers come across on a daily basis.
What are you doing for your radio advert?I am advertising my newspaper through a short rap.
Lyrics
Say lyt (lyt)
London Youth Times
Weekly local news for the local youth
Go get yours now at any newsagents!
Lyrics
News
Politics
Everything’s in there
Politics
Everything’s in there
Raves
Entertainment
You’ll be getting bare
Entertainment
You’ll be getting bare
All this for 20p?
Yup you said it!
Lets raise the standards up
Yup, you said it
It’s a new launch
New paper
Made for the young intellects
and money makers
Say lyt (lyt)Yup you said it!
Lets raise the standards up
Yup, you said it
It’s a new launch
New paper
Made for the young intellects
and money makers
Say lyt (lyt)
London Youth Times
Weekly local news for the local youth
Go get yours now at any newsagents!
This is what I did when editing my Radio Advert:
Compressed the vocals
Normalize and used EQ
Reverb
Compressed the vocals
Normalize and used EQ
Reverb
This was done to make the voices clearer and increase the volume of voices as some voices sounded lower than others
- I also used some technical skills in that I created the sound for when the lead vocalist said ‘say L.Y.T’; it made the girl sound like she was on the right side of the speaker and the boy on the left which is very current in the way music is constructed in this genre nowadays.
I believe that my radio advert brings out an innovative way of looking at things as it merges an advertisement with a music genre and thus merges two appealing aspects to my target audience; they are likely to have more reasons why to buy than not to simply because it gives an accurate reflection of what they want; current, positive news about the positive youth in society today.
Why did you choose the genre for your radio advert?
Hip hop/ Rap/ Grime is a genre that can be most identified within the youth community. It is a universal genre in that everyone knows about even if they may not particularly listen to songs that belong to that genre; they know about the artists, and some generic instrumentals that are often played in events whereby a lot of youth go to (clubs, raves, house parties, etc). For this reason, I’ve decided to use this particular genre as it gives an accurate representation of my age group which holds a form of personal identity to my newspaper. It is also a well known genre that is recognised within ethnic minority groups; the fashion trends, attitudes, and general persona’s that is mostly embedded in this genre is what is echoed by a lot of members of my target market; thus I will receive a preferred reading for this as it can easily be recognised by them.
An opposed reader may argue that this genre is one of the main reasons why the youth of today are stereotyped against; the ‘hoody’ is derived from this genre and is one of the main retail products that most youth get into conflict with when it comes to the law. As well as that, the attitudes and persona’s that are created through this genre is mainly ‘aggressive’ and ‘violent’ (Amanthia Diawara); from the lyrics of the tracks to the misogynistic attitude it brings out (Bell Hook), it is easy to say that this is a negative way of representing my target audience.
Although this may be true, I have conformed to the ‘negative stereotype’ in order to break it; the lyrics for my rap for my radio advert is firstly clean; the concept for this advert is positive and isn’t a ‘rude’ way of speaking out against the oppressive and derogatory state my target audience find themselves in due to the negative stereotypical assumptions which has been created in society. In terms of the fashion trends and the conflict it brings, my ancillary task 1 (newspaper poster) confronts that; one of the male models is dressed in a puffy jacket with a hood which is often associated with artists in this particular genre however he isn’t being ‘aggressive’ or ‘rude’ or ‘violent’, he’s reading a newspaper. This just goes to show that although there are negative connotations linked to this genre, it isn’t an accurate reflection of the people that listen to it; he may listen to it but it doesn’t mean that he wants to beat up his ‘bitch’ or ‘beat someone up’as a lot of lyrics denote in songs that belong to this particular genre.
