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1. For this task I have analysed a 30 second radio commercial, advertising Nando's
restaurants. The style of this particular radio commercial is humorous, by using humour
as a tool within this radio advertisement it automatically engages the audience, ensuring
that the advert itself, but most importantly the product (Nando's) is memorable. The
humour within the advert also creates the impression that Nando's is a fun and welcoming
place to visit, therefore encouraging the audience to actually go and visit Nando's.
The overall message of this advert is that no matter who you are or what you like, it’s ok
because you are always welcome and will enjoy your time at Nando's. This message is
emphasized throughout the radio commercial due to the repetition of the tag line "Its
OK". Although Nando's originated in South Africa, the company try to sell Nando's using
a Mexican theme featuring their spicy food, this radio advert anchors this theme by using
a stereotypical male Mexican voice throughout. The language used by the male is both
very informal and jokey, emphasizing the humorous style.
In terms of legal issues, the RACC (Radio Advertising Clearance Body) radio copy
guidelines states that under racial minorities and accents that;
extreme care is needed to ensure that radio commercials will not be perceived as being
unkind or hurtful due to the fact that jokes about different races, light hearted scenarios
involving racial stereotypes and the use of foreign accents in advertisements have the
potential to offend.
However it also clearly states that;
A fine line can be drawn, for example, between the use of a foreign accent in a relevant
manner and one which is being used to denigrate or mock.
Although this commercial features a stereotypical Mexican voice I feel it has been used in
a relevant manner due to the fact it emphasizes the main theme of this particular
restaurant, however from 0:07 seconds into the commercial to 0:11 seconds the man says
"If your eyebrows join in the middle like my sister Powla, its ok" this could either be
interpreted as a light hearted joke or it could be interpreted as a joke mocking women of a
Mexican race in which case it may be perceived as hurtful and offensive to people of that
specific race.
The stereotypical Mexican music used from 0:17 seconds into the advert also anchors the
Mexican theme, and also due to the music being fun and light-hearted it emphasizes the
style of this particular commercial which is humorous.
The companies name was repeated 3 times throughout this advertisement, by repeating
the products name several times it ensures that Nando's is remembered therefore
effectively promoting the company being advertised which is one of the main purposes of
the radio commercial.
Another purpose of this commercial is to inform the audience about Nando's restaurants
which I feel this commercial does effectively due to the fact that if a person who didn't
know anything about Nando's listened to this commercial, they would be familiar with it
once listening to this commercial due to the fact it includes information such as the food
available at this particular restaurant, also the clear Mexican theme throughout makes it
clear to the audience that this is a restaurant which sells spicy food.
Although there is no contact details present throughout the commercial, this information
isn't needed, due to the fact that not only will most people already be familiar with Nando
restaurants because it is a widely recognised company, but also because their is so many

2. different Nando restaurants in various locations, it wouldn't be possible to include contact
details within this radio advertisement.