Assignment

1. A CLIENTS GUIDE TO RADIO ADVERTISING
11/5/2014
1
Aarifah Ali

2. INTRODUCTION
In this assignment I will be looking at
four different types of radio
advertisements from the RAB (Radio
advertisement bureau) website whilst
listening to the advertisements I'm
going to analyse each advert by
looking at the style, structure and
purpose of the advertisement.
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Aarifah Ali

3. ADVERT 1- GUMTREE
http://mp3.radio-ads.co.uk/cd/Gumtree%20Wedding.mp3
The advert is about how people sell and buy products online. The advert is trying to tell the audience that
Gumtree is a easy way to buy and sell products. The advert is unique because it’s trying to sell the
website in a funny way, it makes the listener think that two people are getting married over Gumtree but
the actual purpose of the advert is to sell a car. This makes the listener laugh and get engaged with the
advert because it’s funny and short so it doesn't bore the listener.
Any type of radio station can play this advert because Gumtree has different variety of products which are
sold on it. The advert is brief, it gives all the information needed in a short amount of time. Even though
the brand name is not mentioned throughout the whole advert, the listener knows what company this
advert is about because it is mentioned at the start and at the end.
The advert is aimed at the age group 20+ because it is a website based on selling all sorts of products, it
also sells jobs. I would also say that teenagers aged 16 and above would look for job on Gumtree. The
advert only covers a worker of Gumtree selling a car but on the actual website Gumtree sell a lot of
different products.
The advert fits in the esteem category of Maslow. Throughout the advert there is humour, also there is a
use of repetition of the two phrases “I do” & “success”. The slogan “millions of sellers, millions of buyers”
makes the listener think that its a trend.
There is no music played throughout the advert but it has four different people speaking. At the start of
the advert, the first speaker introduces the car which is being sold to the second speaker, the second
speaker just has two words to say “I do”. Then, the first speaker introduces the third speaker and asks
the third speaker a question and the third speaker replies “I do”. The fourth speaker is ending the advert
with the details of the website with a few words. There are now effects used in the advert. It is a simple
advert which does not take much time so the audience stays engaged. There are also sound effects used
such as the rattling of the keys and the echoing of the speakers sound making it seem like there in a
church and there is echo. This advert fits into the c to e category.
Advertisements that do not fall into the special category list and are broadcast only by one station or in
one locality must be cleared for broadcast by the relevant staff at the station concerned
Advertisements must not mislead by omitting the identity of the advertiser. Rule 8.2 requires
broadcasters to give enquirers the identity and geographical address of distance selling advertisers, if
that information is not included in the advertisement then the advertisers are going against the law
because the law requires advertisers to identify themselves in some advertisements.
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Aarifah Ali

4. ADVERT 2- KLEENEX
http://mp3.radio-ads.co.uk/cd/Kleenex%20Left-Handed.mp3
This advert is about left handed tissues. The advert uses different types of techniques. The advert is trying to make the listener feel good about the
fact that they are left handed and trying to make them feel normal. There is flattery used in the advertisement saying it is the first of its kind and it is
made for just left handed people who feel left out. On the other hand, this advert is misleading because we all know that there is no such thing as a
left handed tissue.
There's calming music used in the background which makes the listener feel like the tissue must be something different and soft. There is some soft
humour used and some persuasive techniques. The advert makes it seem like its aimed at left handed people but it also persuades right handed
people to buy the tissue to find out what the difference is between the normal Kleenex tissue and the left handed Kleenex tissue. The purpose of the
advert is to raise brand awareness.
Any type of radio station can play this advert because it’s not aimed at a certain topic i.e. football or fashion. It’s a uti lity, something we use in our
everyday lives. The advert isn't boring and does drag on but its interesting which makes the listener want to find out if the left handed Kleenex tissue
actually works. It doesn't give much information about the Kleenex tissue it only mentions in the advert that they have launched a left handed
Kleenex tissue. Also the last thing that is mentioned in the advert is the name of the tissue so the listener doesn't forget the name of the brand.
The advert is aimed at all ages because everyone uses tissues, its something we use every day in our lives. The Kleenex advert does have a unique
selling point (USP), the advert is saying that its the first of its kind. Also, the advert tells the listener that no other tissue company has such a product.
This advert fits in to the safety category of Maslow, there is little humour in the advert but its soft humour.
There is repetition of the word “left handed” and towards the end of the advert they use the slogan “equality at last”.
There is soft, relaxing music played throughout the advert. The music starts with a piano, the piano builds up slowly in the advert while the speaker
is speaking. In the Kleenex advert there is only one speaker who introduces the brand. Towards the end of the advert exciting music starts to build
up and the piano sound almost sounds like its fading away. The speakers voice takes over the sound of the music throughout the advert.
No promotion or promotional item can cause serious or widespread offence to consumers and the advertisement should not be misleading. Material
information is information that the consumer needs to make informed decisions in relation to a product. Whether the omission or presentation of
material information is likely to mislead the consumer depends on the context, the medium and if the medium of the marketing communication is
constrained by time or space, the measures that the marketer takes to make that information available to the consumer by other means.
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Aarifah Ali

5. ADVERT 3- SCOFFABLE
http://mp3.radio-ads.co.uk/cd/Scoffable.com%20'Kenny%20G%20Treat'.mp3
This advert is about an online takeaway shop. The advert is trying to raise brand awareness for scoffable.com an online food
website. The advert is trying to say to the audience that its unique because it sells different types of takeaway foods such as Indian,
Chinese, pizza and the classic fish and chips which will come right to your door in just a click of a finger. The advert makes the
listener think that it is a spy advert for example a James Bond advert. The advert does have a unique selling point because it is
selling a takeaway website to the audience making the website sound like a James bond movie which engages the listener to listen
because it has the James bond theme song.
In my opinion, I think this advert would mostly be played on a radio station like talk sport or heart but this type of advert can be
played on all sort of radio stations because it is a food advert, these types of adverts are reaching out to those people who are food
lovers. This advert would be played in the morning about 8-12pm or 3-6 or 6-10pm because its reaching out to everyone and those
are the most well known times people listen to the radio. The advert is aimed at all types of ages, mostly at ages from 16+ because
that is the age when people start using the internet; do internet shopping for all sort of things. If I had to grade the social status for
this advert, it would be from the grade B-D, the middle class to the working class.
The advert fits into the physiological category of Maslow because food is a human need. Which is why this advert fits in to this
category. Throughout the advert there's little bit of humour but its dead humour. There is a slogan which is mentioned right at the
end “ now that's a bit tasty”.
There is a bit of flattery used to make the advert seem interesting and unique to the audience. The advert also makes it seem like
that its a need for the human. There are many techniques used in the advert such as superlative and opinion as fact. For example:
“with tasty takeaways on your door step, No hidden fees” this is a example of opinion as fact . “He’s in for a treat because he’s on
scoffable .com” whereas this is an example of a superlative.
Throughout the advert there is a James bond theme song played. The first thing heard on the advert is the theme song. There is
only one speaker throughout the advert. The voice over is talking in second person. He introduces him by saying a romantic night in
he’s got Kenny G on the highfi. A shoe grant freak from the video store. The speaker says “he’s in for a treat because he’s been on
scoffable.com.” this phrase makes the advert a romantic advert with a James bond twist but when he says the new takeaway sight
packed with new tasty takeaway on your door step. The advert makes the website feel like it is easy and safe because it gives you
two options “pay cash or online with no sneaky fees to pay”. The advert does give you information on what type of food they do for
example: “Indian, Chinese, pizza or your classic fish and chips. There are different sound effects used right towards the end of the
advert which are the door bell ringing and the door opening. There is a sound effect used at the end which is a sound of a person
biting into a crisp. The last thing mentioned in the advert is the name of the website “(scoffable.com)” and the slogan “know that’s a
bit tasty”.
Marketing communications must not condone or encourage poor nutritional habits or an unhealthy lifestyle in children.
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Aarifah Ali

6. ADVERT 4- TOYOTA
http://mp3.radio-ads.co.uk/cd/Toyota-Burglar.mp3
This advert is about a Toyota yaris which is sold for £9995. In this advert there are various types of techniques used such as humour and
alliteration. The aim of the advert is to make the listener think that there is a discount on the Toyota yaris on the insurance. The advert is a
little factual because it gives the listener information about the Toyota yaris which has a five year warranty.
In my opinion I would say that this advert would be played on the talk sport radio station due to the fact the advert is about a car. And male
dominants are usually more interested in that sort of thing.
The advert is short and humorous which would make the listener find it funny and memorable. The price £9995 is really effective because it
make the listener remember it.
The advert is aiming at people aged 20+ because that’s the age people start looking for cars and good deals.
The advert isn’t just about selling the Toyota yaris is about raising brand awareness and promoting the brand.
The social class for this advert would be from grade B-D from working class to middle class.
This advert would fit in the self actualisation and the safety of the Maslow category. Self actualisation is the aspect that the advert is for
problem solving, the car is for five years warranty and is only £9995.
At the start of the advert there is a noise of a door opening. Then the speakers are introduced. The first speaker is a normal (male dominant)
person who finds a random person entering the house and asks him “who are you,” and “what are you doing in my house?” the second
speaker who is meant to be a robber replies back “ Me? I'm a gas man.” then the first speaker says “what two in the morning .” then the
robber known as the gas man says “yeah I didn't want to be late.” then the owner of the house asks him (Gas man/Robber) “oh ok why are
you wearing a balaclava” the robber replies this is owner new uniform. To add more humour to the advert the first speaker says “ very nice.”
and “are those my silver candle sticks.” robber replies “oh no sir these are a new digital gas meters readers” (buzz) goes the robber to make
it seem like the “meters” are working the house owner says “sounds like they’re working” the robber asks the house owner to help him get
the TV into the car while they’re moving the TV you can hear it rubbing against the carpet (“can you help me get this TV into the car”) sure
says the owner. the house owner unknowingly helps the robber put the TV into his car (sound effect door opening) while the robber and the
owner of the house walk outside the house to put the TV into the car you can hear the sound of feet rubbing against the garden stones .
Then the actual subject of the advert is introduced the Toyota yaris. The owner ask the robber “Toyota is it” the robber replies “yeah its bit
the yaris range only £9995” the most funniest part of the advert is when the owner says “a Toyota yaris for only a £9995 do you take me for
some sort of idiot” the advert is ended with a woman finishing the advert, giving information about the advert. Throughout the advert there is
no music played there are some sound effects which make it seem realistic for example the sound of the door opening the; TV rubbing
again the carpet; and the men walking in the front garden.
In my opinion I think the advert is a little misleading because at the end when the female gives information about the Toyota she says five
year warrantys but in the last second she say terms and conditions applied
11/5/2014
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Aarifah Ali