Conventions of radio advertising research
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  • 1. Josette H. Conventions of Radio Advertising I have gathered a research about the conventions of radio advertising in different sources of websites that I have found including website guides, leaflets and videos as well as books. This has given me a better understanding of how radio advert helps to reach the audiences. The codes and conventions of radio advertising is mainly based on what the audiences would want to hear and based on the expected reactions of the audiences. Websites 1)– 07/11/13 Wikipedia: Radio advertisement Research and rates ‘The radio industry has changed significantly since that first broadcast in 1920, and radio is big business today. Although other media and new technologies now place more demands on consumer's time, 95% of people still listen to the radio every week.Internet radio listening is also growing, with 13 percent of the U.S. population listening via this method. Although consumers have more choices today, 92 percent of listeners stay tuned in when commercials break into their programming…The numbers can show who is listening to a particular station, the most popular times of day for listeners in that group, and the percentage of the total listening audience that can be reached with a particular schedule of advertisements. The numbers also show exactly how many people are listening at each hour of the day. This allows an advertiser to select the strongest stations in the market with specificity and tells them what times of day will be the best times to run their ads.’(Online) I have found many conventions mainly at the Wikipedia website were this mainly indicates the statistics of people listening.It also mentions the times of the day where it also estimates how many people would be listening to a particular station where advertising are then heard. Also mentions that there are more ways of the audiences to be able to listen through different sources of technology such as online radio for audiences who uses internet regularly that also has opportunity for advertising to be run.By signifying the process of advertising depends on the specific market of the audiences in a particular area and the best time of day to run their ads. I wanted to find out the conventions of advertising in a more guiding structural way in which I found at the dummies online website: 2) - 24/10/13 Dummies: Producing Radio Ads to Promote Your Business ‘Great writers tell you to write out loud when you create radio ads. Here's how: Use straightforward language that is written exactly how people talk. Write to the pace people talk, not to the pace at which they read. Include pauses. People need time to think, and the announcer needs time to breathe. Cut extra verbiage. You wouldn't say indeed, thus, moreover, or therefore if you were explaining something exciting to a friend, so don't do it in your radio script, either.
  • 2. Josette H. Rewrite elaborately constructed sentences. Don't expect listeners to track through phrases linked together with who, which, and whereas. Instead of The new fashions, which just came off the Paris runways where they made international news, are due to arrive in Chicago tomorrow at noon try The newest Paris runway fashions arrive in Chicago tomorrow at noon. You're invited to a premiere of the world's leading looks. Tell listeners what to do next. Prepare them to take down your phone number(Have a pencil handy?), or at least repeat your number for them. Most important, help them remember your name so they can find you in the phone book or online. (Warning: Don't waste radio time telling people to look us up in the Yellow Pages, especially if your competitors overshadow your presence there.)’ (Online) In this dummy guide I have found the rules in which businesses can be recognised by radio advertising, it guides the businesses of how to promote their business by using tips and is broke down to bullet points to make it easier for the viewers to read.This guide also indicates of how to speak properly in adverts and the expectations of the audiences. I wanted to find out the conventions of radio advertising from a students perspective and here is what I have found: 3) - 24/10/13 Jessica Mockler - Advanced Portfolio: Radio advertising ‘Before looking into real adverts, I have found out some basic codes and conventions of radio advertising. Persuasive language is used throughout using techniques such as direct address and rhetorical questions. Adverts that use persuasive language are normally deemed as humorous as it makes the advert more memorable. The title of the product or service is used in the first (or) second sentence so that the audience can recognise the brand straight away. Advert's last around 25-45 seconds Dependent on the advert, there is usually some kind of non-diegetic sound - such as a theme park advert would have people screaming/sound of rides in the background’ (Online) In this students portfolio, she has explained about the tips of advertising which was quite similar to the dummies page. This student has also done many researches and built this up to her own ways of conventions of radio advertising. The simplicity of her description gives me a better idea of how adverts should last and what the audience would want and expect to hear. I have also found a leaflet that is more on rules rather than tips or advice: 4) 4. %20Keys%20to%20Great%20Radio%20Ads.pdf– 07/11/2013 SCC Moodle- Top Ten Keys to creating Great Radio Ads ‘1.Benefit orientation. One of the biggest mistakes made is assuming people care how something works before they care what it does for them. You must only say how if the what is so incredible that you need a “reason to believe” in the ad—and then you do it in one sentence or less...’(Online)
  • 3. Josette H. In this leaflet I have read the rules of creating a radio advertisement. This quote is one of the most important rules of radio advertising in the leaflet that mentions from an audiences perspective. This quote is somehow complicated to read at the second sentence where this is more of literature. The idea of this indicates that advert should be spoken the similar way. I have also found a video where it lists the conventions of radio advertising: Videos 5)– 19/11/13 YouTube- Codes and Conventions of Radio Advertisement This part of the clip shows what radio advertising usually includes. Instead of making this into a rule, it does this by analysing most of the radio advertisements and then lists the features of this. Unlike other researches that I have found, it mentions about the USP and exclusive offers of a radio advertisement as this is needed for business to compete with their competitors. I have found a book about radio advertisements: Books 6) Understanding Radio – Andrew Crisell – Page 3 – 18 chapter 1 Characteristics of radio ‘Its codes are purely auditory, consisting of speech, music, sounds and silence…the ear is the most intelligent’ of our sense...’ (Page 7) This book describes the oldest mode of mass communication and the advantages of how this works. Also describes behind radio of the media context of what it consist of and what the audience would expect to hear and how it works together. The book is wrote more in literature which doesn’t lists the rules of radio advertisement and is more based on for audiences to understand the advertisement. With these sources I have gathered, I have learnt about the codes and conventions of radio advertising. I think the one that helped me the most would be the student’s interpretation and the
  • 4. Josette H. video from YouTube. This is because they both show the basic requirements of radio advertising and can be followed chronologically.