1. Radio advert codes and conventions report
Through the use of online research, videos and books I have gathered a detailed analysis of radio
adverts. I have developed an understanding of the requirements a radio advert should meet and
gained aninsight on how the overall product should appear if it is to be successful.
‘A well-produced radio spot can inspire the imagination like nothing else. Without a video
aspect, the listener's mind is free to wander--to conjure up splendid and impossible
scenarios to hold their interest, make them laugh, and, most of all, to pay attention!
People listening to radio are usually doing something else at the same time--driving,
working in the home or at the office, or exercising--so they don't necessarily hear every
word in a commercial. It has to be good!’(online)
Overall, a radio advert is required to be unique in order to stand out amongst others and catch the
listener’s attention. This is important as people hear radio advertisements all the time and when
doing so they are often busy. Therefore listeners are unable to give them their undivided attention,
meaning that they do not hear every word. A radio advert needs to be different from others to gain
the listener’s attention and extremely clear in order to get their message across.
In order to create a radio advert which meets all of these requirements I must ensure it follows
these simple conventions:
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‘It is short (or at least feels short, because it’s not boring)
It is easy to understand, using simple language and sentence structure
It has a clear and specific “call to action” — pick up the phone, write down this
number, remember our name, etc.
It repeats important information, such as the business name and telephone
It fits the tone of the show it’s placed in’(online)
These are the main features a radio advert must maintain if it is to be successful. An advert needs to
be quite short and straight to the point in order to keep the listener’s attention, or at least seem that
way because it is not boring. The tone used needs to be genuine and fit in with the product or
company; this will make the overall advert more professional and suitable. It is vital that the
language used is simple and easy to understand, this will ensure that the listener is aware of what is
being advertised. The company name must also be very clear in the advert along with the phone
number, website or company address depending on what you are advertising.
‘TV and radio must create their meaning quickly as they are ephemeral media, whereas
people can take their own time to look at a print advert. Video obviously allies sound and
image, whereas radio only has sound to create meaning. Radio adverts can be
adventurous because they have low production costs – exotic locations can easily be
suggested with sound effects.’(book)
Radio adverts are at a disadvantage compared to print adverts because people are able to take their
time and read them. Being ephemeral means that they are on for a very short time, a listener cannot
rewind to listen to the advert again if they have missed something. Therefore, it is essential for the
advert to be very clear and direct.However the positive aspects to a radio advert is that they have

2. low production costs. As they only have sound to create meaning, this provides a wider range of
ideas that can be extremely adventurous. For example, it is possible to suggest exotic locations very
easily by just using different sound effects.
‘Although sixty second spots are the most common, stations also sell airtime in thirty,
fifteen, ten and two second intervals.’(online)
In 30 or 60 seconds, a good radio ad grabs attention, involves a listener, sounds believable,
creates a mental picture, spins a story, calls for action, and manages to keep the product
on centre stage and the customer in the spotlight.’ (online)
Radio advertisements can vary to all different lengths, depending on what is being advertised.They
range from two second intervals which are extremely short, to sixty seconds which can be too long.
In thirty to sixty seconds a good radio advert involves a listener, creates a mental image, ‘calls for
action’ and keeps the product central. However, the longer the advert does not necessarily mean
that it will be the most effective.
‘Radio Recall Research studies have determined that a :30 spot may generate as much as
80% recall of a :60 spot.’ (online)
If a radio advert is too long it could lose the audience’s interest so it is necessary to remain straight
to the point to keep their attention, possibly using a shorter airtime. A thirty second spot seems very
ideal as it is long enough to promote the product or company yet short enough to keep the listener’s
attention.
‘Advertisements take up a significant part of radio time, as much as 12 minutes in every
hour’ (book)
As radio adverts take up a large amount of air time, people who listen to the radio are often fed up
of hearing them. This means that a radio advert has to be enjoyable, many are fed up of hearing
similar boring adverts so for one to be noticed it has to be different and fun.
‘The challenge ofgrabbing attention is huge. Don’t underestimateit. This is a difficult thing
to do because we’re all bombardedrelentlessly by huge number of otheradvertisers who
are trying to do it. Make sure that the mostimpactful aspect of your ad is expressedearly
on. Don’t wait until 20 seconds intothe ad to make your first point.’(online)
I believe thatthe main challenge for creating a radio advert is to catch the audience’s attention
straight away. Because there are so many radio adverts it is vital that your main aim is to make it
stand out and grab their attention immediately otherwise important information could be missed.
The most impactful aspect of the advert must be expressed early on as this is what is most likely to
be heard, and if the listener likes what they hear they will continue on listening to what you have to
say.