Radio adverts were first introduced in the 1920s, and since have been massively popular, becoming something used every day for promotion. The main purpose of Radio Advertisement is to make money for the radio stations, then their purpose is also to advertise new or existing feature and lastly to gain more listeners. Many of us listen to the radio when driving to work, to college, even on coaches you're able to listen to the radio, and having an advertisement after a few songs is good for people to listen to.
Before recent adverts, Queen's English was how they spoke in advertisements, using received pronunciation, however in the 1990's Boddington's Beer advert was shown, using Melanie Skyes' Northern accent as the voice over. Her Northern accent was seen to be straightforward and trustworthy, so other companies wanted to use the same sort of voices for theirs, changing the way radio adverts used to be and nowadays most are used with certain accents portraying friendliness and the ones that sound trustworthy.
www.radioadvertisements.com/the-facts/how-advertising-words/ - using my own research I was able to find several facts about a successful way to make a radio advertisement. One way they make a successful advertisement is to keep them concise and simple, the longer they are the less interest people will have and so are less likely to listen, yet if they're short and quirky people will enjoy them.
What's included in radio advertisement?
*Jingles.
*Often 15-60 seconds long.
*Have instrumental sound in the back.
*Contain a slogan: easy to remember the advert.
*Persuasive language.
*Include a voice over - usually they may use someone popular, a celebrity, such as Mr T for the Snickers radio advert, as people respect Mr T and will want to buy snickers because he's the voice for it, as well as the face of the company.
https://www.youtube.com/watch?v=g86RPUZNbB0 This is an example of a Northern radio advertisement, following the codes and conventions as this accent is friendly and trustworthy, working to Alton Towers' advantage, advertising scare fest at Alton Towers in 2007. This advertisement is 1:07 long, keeping it short yet engaging due to the sound of roller coasters in the background. This therefore links to the advertisement due to it being a theme park. Not only this but its a Northern voice, therefore relatable for both me and many others. It's a friendly voice, as well as funny, which makes the ad seem entertaining and easy to listen to when having a break from songs on a certain radio station.
However, this radio ad can also be seen to be boring due to it being repetitive. Sometimes when an advertisement is repetitive it seems like a good way to get the place into someone's head, it links into the Ehrenberg model with nudging. This is because it's constantly played on the radio, and also repeats the same sounds on the advertisement so reminds you of it all the time. This advertisement also doesn't have a slogan, leaving it to just explain the event that's happening. A brand is usually associated with a certain slogan, enabling people to differentiate one brand from another due to its slogan, and so by this radio ad not having one, in some people's opinions it will leave it less memorable.
Not only this but the radio advert has a person speaking that nobody knows. The only relatable thing about it is the Northern accent, other than that there's nothing special about it in regards to who represents the advert. Some adverts include a celebrities voice because people tend to want things or do things that a certain celebrity does, however because the Alton Towers ad doesn't have that, people aren't wanting to go as much as they would if someone famous was representing it.
However, this advertisement is straight to the point, understandable, concise and simple, therefore easy to listen to when waiting for the news or another song.
https://www.youtube.com/watch?v=RLvBRCyNHJs
This radio advert is only 24 seconds long, meaning it's fast paced, straight to the point and concise. The advert involves clarity and a bit of fun, by having someone list several items which have been reduced in price, linking into the DRIP model because it's claiming to be better than competitors due to them having good value food at an extremely cheap price. This advert also includes two famous people's voices: Julie Walters out of many films, including Mama Mia and Chris Clarkson, actor and presenter. Having these two likeable people on a food ad will make listeners want to go to TESCO rather than any other place just because they're the voices of the advertisement. It therefore associates the brand with these two, so the more you see these two on the screen the more you think about TESCO.
Not only this but "every little helps" is used as their slogan on both printed ads and radio ads, and so this slogan is memorable, and so just by using this it makes people think of TESCO straight away, therefore never being able to forget about this supermarket.
However, this advertisement doesn't have any instrumental background, only the sound of someone's voice, therefore leading it to be quite boring some may say due to it not having any sound other than talking. Sometimes, someone talking on a radio advertisement doesn't engage as well as having some sort of music in the background, which this ad lacks.
Yet the advertisement is consistent, with both TV advertisements, printed advertisements and radio advertisements as they use the same two people/voices and so it's recognisable.
https://www.youtube.com/watch?v=pDj8QYigFnw
Lastly, this is a Coca-Cola radio advert, taking only 30 seconds to refresh everyone. This advert was brought to radios in 2009, using sound effects, music and speech to create a successful advertisement.
This advertisement is fun, creative and concise, saying everything they need to, getting their point across almost immediately. The advert to me seems to show how Coca Cola is refreshing and tasty, instantly showing that with the sound in the ad. The music is calming, relaxing to listen to when having a car ride. Not only this but it will make people thirsty, this is because it uses the sound of someone drinking, therefore cleverly making someone else want a drink, and due to the advert being coca cola they'll want this sort of drink.
However, this advert doesn't use a famous voice, therefore leaving people unknown to who the voice of the brand is; having someone who they know would increase the chances of people going for coca cola rather than competition such as Pepsi or Sprite.
References:
Mediagin Creative. (2106). The Facts. Available: http://radioadvertisingfacts.com/. Last accessed 19th Jan 2017.
Mr Gradger. (2007). Alton Towers Radio Advert. Available: https://www.youtube.com/watch?v=g86RPUZNbB0. Last accessed 25th Jan 2017.
Chris Clarkson. (2012). Tesco price drop radio advert. Available: https://www.youtube.com/watch?v=RLvBRCyNHJs. Last accessed 25th Jan 2017.
Tobias Ambs-Thomsen . (2010). Coke summer sound radio. Available: https://www.youtube.com/watch?v=pDj8QYigFnw. Last accessed 25th Jan 2017.
Mr Gradger. (2007). Alton Towers Radio Advert. Available: https://www.youtube.com/watch?v=g86RPUZNbB0. Last accessed 25th Jan 2017.
Chris Clarkson. (2012). Tesco price drop radio advert. Available: https://www.youtube.com/watch?v=RLvBRCyNHJs. Last accessed 25th Jan 2017.
Tobias Ambs-Thomsen . (2010). Coke summer sound radio. Available: https://www.youtube.com/watch?v=pDj8QYigFnw. Last accessed 25th Jan 2017.
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