1. Radio Advert analysis
What style of radio advert is it? (humorous,serious,factual,fiction,pastiche,repetition,simple,
complex,nostalgic,modern,futuristic,aggressive,seductive,persuasive,surreal,immediacy,long
term)
There were manystyles usedwithinthe advert,the mostnotable wasrepetitionasthroughoutthe
adverttheywere constantlyrepeatingsentencesthatare relatingtoo2,for example O2Academy,
O2 Priorityandjust O2 In general.Thisistoget the pointacross andtell the audience whattheyare
promoting,notjusta brand butmultiple servicesthatcome withit.The advertisalsofactual as it is
tellingthe listeneraboutupand comingeventssuchasthe Lady Gaga and the KatyPerryconcerts.
The adverthas to be factual because if theywere promotingaservice thatwasfictional thenthe
advertwouldbe seenasmisleadingandwouldconfuse the audience andtherefore resultinthe
advertbeingreportedtothe advertisingregulatorknownasthe ASA (AdvertisingStandards
Authority).
What was the overall message?
The overall message wastopromote the awarenessof multiple concertsacrossthe country
(IncludingNewcastleandBrixton) withO2customersandO2 Prioritytickets.Towardsthe endof the
advertthe voice announcertalksaboutconcertticketsthat are exclusive tocustomersonthe O2
Mobile network.Alsoatthe beginningof the advert,itmentionsof the O2Eveningshow that
happensonMonday eveningssowiththisadvertwe cansee thattheyare promotingthe O2 Brand
frommany formswhetheritbe a radioshow or ticketsthat are exclusive toO2Customers.
What typesof voice/s were usedin the advert? (Male/female,young/old,foreignaccent,British
accent,celebrity?)
There were manyvoicesusedwithinthe advert,the firstwasthe youngmale whoisseenspeaking
afterthe song byKaty Perry,Firstthe presenterbacksell the songbyannouncingthe singerthen
starts to talkaboutthe upand comingshow by KatyPerryin June.There isalsoa youngfemale
presenterthatisheardbefore the mainfocusof the advertstarts (O2 PriorityticketsandLadyGaga
concert).The female voice (Whodoessoundlikeshe isinhermiddle ages) onlyspeaksforafew
secondswhenthe presenterintroducesthemselves.Nextisthe voice actorwhoI presume isonlya
voice actor and nota part of the showas he talksaboutthe upand comingperformancesbythese
artists,as itis an advertit ismostlikelytohave beenpre-recordedtoworkalongsidethe show.
Lastlyis the voicesof the singersasit doesinclude bothLadyGaga and KatyPerryclipsincludedat
the beginningandatthe endof the show to helppromote the show andget the audience engaged
withtheirartistsmostpopularsong.
What tone of language was used? (Conversational,informative,jokeyetc)
There were a fewtonesof language usedwithinthe advert,firstlyisthe presenterandhow he was
beinginformative talkingaboutthe KatyPerryconcertand the O2 Eveningshow.The Presenter
needstobe informative astheyare talkingabouteventsthatwill be takingplace andif theywere
beinghumours/jokeythenItwouldbe difficulttotell if the presenterwasbeingseriousornot.
There wasscenesof enthusiasmatthe beginningaswell whenhe wasannouncingthe KatyPerry
performance,thisistotry and getthe audience excitedandengagedsotheywill goandwatchher
perform.Lastly,Itdidn’tlastforlong(Justa few seconds) butthe presentersoundjokeyonhow he
said“Here we go” as the presenterdraggedoutthe Here,meaninghe repeateditmultiple times
before he finishedhissentence.
Was there a tag line or slogan in the advert?
There doesn’tseemtobe a tagline ora sloganusedthroughoutthe advertwhichisunusual asin
mostO2 advertstheyinclude the taglinethattheyare currentlyusingatthat time.
2. How many timeswas the product or company name mentioned?
Throughoutthe advert,the companyname was mentionednine times,the reasonitwasmentioned
so muchis because Itis tryingtoget the pointacross on an advertthat isoverfiftysecondslong
advertisement.Itisgoodto keeplettingthe audience knowwhatthe productyouare tryingto
advertise/promotebutyoudon’twantto overdoitand repeatittoo muchlike inthisadvertas the
audience will justget sickof listeningtoit.
Was there any contact detailsmentioned? (Phone number,webaddressetc)
There wasone contact detail thatwasmentionedwithinthe advertandthatwasusedas a way to
enterthe competitiontowinticketstogoand see LadyGaga live thoughthiswasa competitionthat
was onlyexclusive toO2customers.The contact detail thattheygave outwas 2402 and the listener
wouldhave totextinthe word“Lady” whichisin reference toLadyGaga.
What music or sound effectswere used?
There wasplentyof musicplayedthroughoutthe adverttokeepthe audience engaged.Firstly,the
musicwas playedtobuilduphype aroundthe artistsup andcomingshows,so eachartist thatwas
mentioned(ForexampleKatyPerry) hadone of theirsongsplayedsoitwouldgetthe audience
hypedandwantingmore whichwouldresultinthemgoingtosee tothe concerts.There wasalso
soundeffectssuchasthe soundof a song that had beenspedupwhichtheyusedtofade intothe
nextpart of the advert,and in my opinionitwasusedquite efficiently.There werealsothe sounds
of un-mentionedartiststhatwasplayedunderthe Jingle waspromotingXFMwhichisownedby
Global Radiowhoalsoownsthe radiostationthatthe advertisbeingplayedon,Capital FM.
What is the main purpose ofthe advert? (Informational,salesorspecial offers,promotinga
particularproduct)
The main purpose of the advertisto promote the awarenessof the upand comingconcert
competitionandhowtowinticketsbutthe side purpose isforinformational use astheyare
promotingandinformingthe audienceaboutthe “O2 Eveningshow”andthe KatyPerryconcert that
istakingplace in O2 Academy.The reasonthe show are promotingO2and theirup andcoming
eventsisbecause they couldhave signedapartnershiporhave become sponsorsof Capital Radio
but itis unsure totell now.
Whydo you thinkthe advert was good or why do you think it wasn’t very good?
In myopinionIthinkthat thiswasa goodadvertas it has beensuccessfulonwhatitwas aimingto
achieve.The goal wasto promote the awarenessof the showsthatare comingupin the nextfew
monthsand the advertwasable to do it efficientlyandbuilduphype aroundthe artistthoughthe
one thingI didn’tenjoyaboutthe advertwashow much the brand “O2” was mentioned,thoughit
was a longadvert,itdidnot needtorepeatO2 as muchas it didas the audience wouldjustget
boredof hearingit.
