1. Liam Keenan
Radio Adverts
http://www.youtube.com/watch?v=ZNgB7edCWWo&feature=related
This advert is promoting a brand new energy drink named ‘V’. The target audience for the advert is
primarily males that need energy to either perform sports, take part in activities or to revitalise. I
know this because the voiceover in the advert is a man talking about the love of his life. Men will
relate to this thinking about the women that are involved in their lives. It lasts 40 seconds which
follows the usual conventions of a typical radio ad lasting from 30 to 40 seconds. Slow violin backing
music is used in a sad, unhappy tone sarcastically as the voiceover is talking about a certain woman
who he fell in love with and can’t find. He is referring to the energy drink as a woman metaphorically
to create humour. He sounds stressed out and devastated which hard working males will also relate
to. The advert is trying to get across the message that if you buy ‘V’ energy drink you will instantly
gain happiness and ‘be inspired’. The last line in the advert is ‘It won’t last’, this will stick in your
mind and is obviously trying to make consumers buy and buy and buy thinking that the drink is
keeping them energised and getting rid of all of life’s troubles and worries. Humour attracts an
audience as they relate to the advert and listen in. It is set out in question answer format like an
interview. The music changes to an upbeat, positive tone near the end when he cracks open a can of
‘v’ to stress how utterly amazing and refreshing it is. He says that taking a sip of the energy drink is
like a passionate kiss with a beautiful woman and uses the phrase ‘I had such a spring in my step’.
This connotes that the drink gives you an abundance of energy and tastes delicious. He changes his
tone of voice from being negative and depressed to serious but in a sarcastic way as he describes the
woman so the audience immediately know he is describing the drink. While he does this he is
describing what the girl looks like and we automatically realise he is talking about the drink. As soon
at he says ‘She’s Green, about 5 inches tall’ the audience know it obviously can’t be a woman hes
talking about. This intrigues them and forces them to listen on. The second man who is asking him
questions states that he has ‘seen this before’ which connotes that many people love and cherish
the drink and can’t get by without it. This links to Maslow’s hierarchy of needs with the need of
security. People follow the crowd in modern society so if the consumers think that everybody drinks
‘V’ then they will go out and buy a can. The second voiceover sounds like a policeman or somebody
of higher authority which makes the drink sound extremely important. He says that it ‘stimulates the
mind with Grana and B vitamins’. The audience will hear this and think that the drink is good for you
as it contains vitamin B. This is another aspect that will attract the audience. The tagline is then
stated by a woman voiceover. ‘It all starts with V’, this makes consumers think that great things will
happen if they buy a can of ‘V’ and it even connotes you will find the love of your life. Invigorated is
then repeated in the second slogan to stress how amazing the energy drink is.

2. Liam Keenan
http://www.youtube.com/watch?v=0myxRN-zb60&feature=relmfu
This radio advert is promoting the Nandos restaurant franchise. Firstly the voiceover is in a
Portuguese accent to establish that the food Nandos sell is from Portuguese origin and not just an
English copy/rip off. At the beginning of the advert an acoustic guitar can be heard in the
background otherwise known as a Guitarra Portuguesa. This also establishes the Portuguese culture
and history. Initially the voiceover says the company’s tagline ‘the spirit of Nandos’, this connotes
that Nandos isn’t just like any other restaurant there is a certain feeling or vibe when you are dining
there. The strum of the guitar could represent the spirit as it stops just after the slogan. The
voiceover goes on to say ‘at Nandos we say it’s okay’, this appeals to the primary target audience of
working class that have had a long and hard working day. This will cheer them up and persuade
them to take a trip to Nandos. It then says, ‘if you are a warden of the traffic, it’s okay’, this appeals
to working class furthermore as consumers will relate to this. Next the voiceover uses elements of
comedy to draw in the audience. He says ‘If your eyebrows join in the middle, like my sister Paula, Its
okay’, This automatically paints a picture in the audiences minds of an ugly Frida Kahlo like
Portuguese woman which creates humour and forces them to listen on. His voice also changes to a
negative tone when he talks about his sister proving that she is ugly. He then says,‘If you are a grown
man and you cry when the mother of the Bambi dies, it’s okay!’ this appeals to the primary audience
of males 16-35 as an estimate. It also challenges the stereotype of muscular, hard faced grown men,
this can create humour. Bambi is a very sad and emotional film that most people cry over. Men will
relate to this and remember their moments weeping whilst watching Bambi. He puts emphasis on
the ‘dies’ for extra added effect. This will also trigger thoughts in their memories using humour to
persuade them to eat at Nandos. He uses a sad but sarcastic tone to create comedy. His tone of
voice then changes completely from negative to positive to cheer the consumers up and lighten the
mood. He goes on to name spicy sides and food from the restaurant accompanied by the same
Portuguese melodies bringing back the ‘spirit of Nandos’ through the background music. This also
creates a happy feeling. The advert also appeals to vegetarians aswell as meat eaters widening the
audience because the voiceover talks about rice and salad, not mentioning the obvious chicken
meals that are sold at the restaurant. ‘Or prefer to spoil yourself with chips and MM! Cheeky
dessert’, this makes the consumers think about the delectable food that is sold there and the ‘MM!’
stresses how delicious it is. He then finishes by saying ‘That’s okay too!’ this extra tagline has been
repeated a fair few times to make the audience remember. He then says finally, ‘That’s the spirit of
Nandos.’ To make the slogan stick in the audiences mind all day long and make them crave the
succulent chicken and rice the restaurant sells.

3. Liam Keenan
http://www.youtube.com/watch?v=N1CRJAySsqA
This Radio advert is promoting the Snickers Bar. It starts with a phone ringing and a presumably
middle aged man answering with the usual, ‘hello’. This would be the target audience for Snickers as
the chocolate bar is aimed at men of all ages, most probably 16- 40 approximately. Firstly the caller
sounds like somebody from overseas in a call centre as the audience can tell straight away he is of
African American descent. He also sounds slightly like Cleveland Brown off family guy. The target
audience will relate to this as it is a comedy show aimed at Males. The consumers will also identify
with this having had many annoying phone calls off Asians and other ethnicities who want you to
buy their product or sign up to their internet broadband. The caller says ‘Hello sir, I hear you are
having problems putting together your new kitchen unit?’ Here the consumer will think that help is
at hand and remember times when they were stuck with instructions not knowing how to build
something such as a new Ikea wardrobe for example. The man who is on the other end of the phone
call sounds like a normal British working class man and he replies, ’Oh yeah, err the instructions
say….’ People will also relate to his use of informal language. As he is saying this he is interrupted by
the man from the call centre. ‘What now!?’ His voice has changed to become a more aggressive,
angry stereotypical American black male. Interrupting somebody whilst talking is very rude so this
challenges the conventions of a stereotypical nice, polite, customer knows best call centre worker.
The man who answered the phone ignores this and carries on to say, ‘this instruction manual it
makes absolutely no se……’, then is interrupted again. ‘Stop reading that!’, now the audience hear
Mr T’s voice in its entirety and know that the advert is promoting snickers. Mr T is the face for the
hard, stereotypical fighting male community as he appeared in the A Team so will appeal to Men
that want to be muscular and good at fighting. This appeals to all males as they want to fulfil their
hard male image. The man who answered the call continues to say,’ Well what do you suggest I
use?’ This will appeal to dependant men who rely on everybody to do things for them. Most males
are lazy and especially fat couch potatoes that eat snickers bars all day long. Mr T replies, ‘I suggest
you use the fact YOU A MAN!’ this repeats what the man who answered the call has previously said
using sarcasm to mimic him and create humour. Men are constantly taking stabs at each other in
society so this is also relatable. Mr T is referring to the stereotypical independent working male who
gets things done and stops at nothing to achieve his goals just like Mr T’s character on the A Team.
All men want to be like this and see Mr T as their idol. The man sounds shocked at Mr T’s sudden
outburst and gasps a ‘Whaa?’ Mr T continues to say, ‘Guys who got pride never relied on no guide
sucker!’ This is a rhyme that will stick in the consumers mind and intimidates consumers persuading
them to buy a Snickers bar as they relate to the man who answered the call. ‘I’ll give you some step
by step instructions, buy snickers, remove wrapper, bite chocolate and GET SOME NUTS!’, Here Mr T
is obviously ridiculing the man saying he can’t do anything for himself like a stereotypical female
who gets her partner to organise everything. Mr T then slams the phone down in a rude manner.
Men are renowned to be rude and impolite to each other in modern day society amongst the
working class. When Mr T says ‘get some nuts!’ he is referring to the mans’ genitals because today
the more ‘balls’ you have the more masculine you are. Mr T is stating the man has feminine traits
and no male today wants to be known as feministic. Men today see woman as a stereotypical, dumb
blonde. This is why Mr T goes through step by step instructions as if the man is too unintelligent to
know how to eat a snickers bar. They want to fulfil their macho stereotype so they will buy the
product that is being promoted.