2. Codes & Conventions:
• Radio adverts are usually 15-60 seconds long. Typically about 30 seconds each.
• Sound effects/music in the background has relevancy to the documentary being advertised.
• The advert sometimes includes dialogue from the interviews included in the documentary being advertised.
• Music is used often which associates with the documentary.
• The voiceover used for the advert is one that speaks clear, standard English. They can be either male or female,
sometimes this is chosen with relation to the documentary. (E.g. makeup based documentary would be a female
voiceover). The voiceover will regularly ask a rhetorical question at the end of the advert to involve the listeners
and grab their attention.
• The advert always includes scheduling, which includes; programme title, the date, time and the channel
broadcasting it. This is usually done in that specific order and is typically said towards the end of the radio advert.
3. Advert 1: BBC Four Weather Series Trailer
• This advert uses a male voice speaking clear, standard English.
• Sound effects are used relevant to the programme being advertised. Sound effects included are weather related
like rain and wind which obviously associate with what is being advertised.
• The scheduling is towards the end of the advert which is conventional for radio adverts as it’s the last thing that
the listener’s will be told, and should remember.
4. Advert 2: Last Chance To See Trailer
• This advert uses a male voice speaking clear, standard English. Easily understood by targeted audience.
• Sound effects are used relevant to the programme being advertised. For example, when the conversation is
about birds, a sound effect of birds tweeting is present. Sound effects correspond with what is being said during
the advert.
• Background music is used. The music is slow and is relatable to the mood of the trailer being advertised, as it is
based on quite a serious topic – animals going extinct.
• The scheduling is towards the end of the advert which is conventional.
5. Advert 3: Special Needs Pets
• This advert uses a female voice speaking clear, standard English. Easily understood.
• The narrator uses a rhetorical question at the beginning of the radio trailer – a convention of radio adverts.
• Dialogue and clips from the documentary itself are used on the radio trailer.
• Sound effects are used relevant to the programme being advertised. For example, the sound effect of a dog
barking in the background, when the topic is animals.
• Background music is used which seems quite upbeat and positive, setting a happy tone to the documentary and
advert.
• The scheduling is towards the end of the advert which is conventional for radio adverts as it’s the last thing that
the listener’s will be told, and should remember. The sequence is Programme Title, Date, Time, and the TV
Channel .
6. Advert 4: Storyville Season Trailer
• This advert uses a narrator speaking standard, easily understandable English.
• Dialogue and clips from the documentary itself are used on the radio trailer.
• Sound effects are used relevant to the programme being advertised.
• The scheduling is towards the end of the advert which is conventional for radio adverts as it’s the last thing that
the listener’s will be told, and should remember.
