A2 Media Studies

1. The codes and conventions of
Radio and Print adverts

2. Radio adverts
 A radio advert can range from 15 to 60 seconds but the average is around 30
seconds.
 Radio adverts will tell you the qualities of the product.
 They often contain a music bed or ‘jingle’ to make the advert memorable with
voice over running on top or alongside the ‘jingle’.
 The voiceover often contains a women’s voice.

3. Radio adverts
 Radio adverts often contain a slogan for the specific product.
 The vocabulary and grammar is often tailored to a specific demographic.
 The mode of address (relations between the addresser and addressee) will be
directly to the audience.
 Music is usually self-made or permitted and rarely copyrighted.
 The voiceover will be upbeat and lively to attract audiences attention and
prominently uses an English accent clearly for audibility.
 Radio adverts also use very heavy persuasive language.

4. PRINT ADVERTS
 The advert should have one striking image which captures the
audiences attention and intrigues them to find out more.
 The print ad most follow the specific channels requirements.
 The slogan must attract the audience and stand out in front of
the image.

5. PRINT ADVERTS
 There must be a simple colour scheme.
 The scheduling information should be clear for the audience
to see. It should present the date, day and time. Sometimes it
should be placed in a colour block to make it stand out
against the image
 The name of the program should also be presented in a
colour block to make it stand out against the image.