A2 Media Studies
RADIO ADVERTISEMENT REPORT
For my ancillary 2 task, I am going to be looking and analysing 3 radio adverts and developing an
understanding of the codes and conventions of radio advertisement. I am already aware of some of
the typical cods and conventions of radio advertisement. The three I am going to choose are Nandos
restaurant, an energy drink radio advert and also another energy drink advert for the make ‘V’.
Some of the typical codes and conventions of radio advertisements include the sound being
between 15-50 seconds long. The language is usually suited to the demographic of the target
audience. There are usually jingles used to make the radio advert more memorable towards the
audience. Finally, another typical convention of a radio advert is the use of a voice over, who most
times will be a woman that speaks very clearly and easily understandable.
Firstly, I am going to look at the Nandos advert. To start, this advert has made the sound clip within
the 15-50 second conventional barrier. It is 30 seconds long. The voice over for this advert is a
Spanish male speaking directly to the audience. There is a jingle used in the advert which makes the
audience aware of the culture that this restaurant comes from (Portugal). At the beginning of the
advert, there are maracas used as a jingle to set the tone of the advert. It is very abrupt, serious and
addressed to the audience “Spirit of Nandos”. On the other hand, after this introductory set, the
voiceover speaks with no jingle in the background, which allows him to be funny and friendly
towards the audience, “Its ok” tells us he is speaking directly to the audience. However, there is
another slight change in tone when the voice over starts to relate the advert to the restaurant. This
is also helped by the jingle that is played alongside the voice over. The jingle is a Spanish salsa tune
which helps to make the advert more recognisable at the end of the advert. In terms of the formality
of this advert, I would aim it towards a younger and less formal target audience. This is due to the
fact Nandos is known to be a low budget restaurant that mainly sells chicken and other authentic
dishes. The demographic of the target audience that go to Nandos is a working/lower middle class
standard. Their income is not as big or alternatively it has been known for popularity with students
and children in higher education.
Secondly, I am going to look at an advert for an energy drink known as ‘Blue Storm’. This advert has
also used a time frame of 32 seconds. A very noticeable jingle at the beginning of this advert makes
the audience aware that it is going to be humorous. The jingle sounds like an explosion to catch the
audience’s attention. The voice over includes an American man, with a very deep and slow voice, he
makes the advert sound like an announcement. The use of the jingle and the American voice over
sets a humorous tone onto the advert. The shocking explosion noise makes it sound important to
the audience. The music that is used in line with the voice over is fast paced and up lifting, which
relates to the idea of an energy drink. The formality of this advert is mixed. In terms of the voice
over and the jingle, this advert could be viewed as informal. However, in the advert the voice over
mentions “USA nutritionists” which could be seen as an advantage point of formality for the radio
advert. Conversely, this advert is very male orientated by looking at some of the language that the
voice over uses. For example “In the gym” “In the club”, these are known as very male orientated
activities. In terms of the demographic of this advert, personally I would say it is for working
class/lower middle class males aged 25-35.
A2 Media Studies
Lastly, I am going to observe the advert for another energy drink known as ‘V’. Yet again, this radio
advert has been conventional and stuck to the 15-50 second limit. This sound clip is 42 seconds.
Straight away we can hear that this advert is a British male voice over, but it is not aimed directly at
the audience as there is a conversation being spoken between to people. The language of this advert
is humorous towards the audience. As the first male voice over is speaking he sounds soppy and
upset, his description gives the audience an impression that he is talking about a girl. However, as
the advert progresses, the tone of the advert changes, the audience realise that he is talking about
the can of energy drink. This make the advert more humorous but also changes the tone from soppy
and upset to entertaining. The jingle that runs alongside the voiceover sounds like very slow
orchestral music, making the mood seem sad and depressing. However, the man who does the
second voice over with the deeper voice interrupts this tone and changes it to a more informative
and entertaining approach for the audience. In terms of the demographic for this would be similar to
the other two adverts that I have analysed, working/lower middle class men.
To conclude, the adverts that I have analysed, they all use a tone of humour to try can catch as much
of the audience’s attention as they can. The language used also creates humour but also uses
informative language to tell the audience about the products or services they are selling.