The radio advertisement follows conventions of traditional radio advertising. It is 30 seconds long and poses the question "So why drive a smart car?" to engage listeners. It then lists the benefits of the smart car - that it has low emissions, zero road tax, and great gas mileage. Positive language is used to describe the car as great, fun, and roomy. It compares the car's speed to a rocket for its acceleration. The ad ends by providing the phone number to book a test drive, following conventions of providing contact information to encourage further interest from listeners.

1. http://www.youtube.com/watch?v=mtllbbD9TZI&feature=related
Smart car Radio Advertisement
The radio advert is a stereotypically 30 seconds long matching traditional timing
conventions of a radio advertisement. Halls theory of encoding has been used to
allow an audience to recognise that the clip is a radio advertisement. The
audience are unaware that the length of the advert automatically makes the
audience link the clip to a conventional radio advert.
The advertiser posts the question at the beginning ‘So why drive a smart car?’
stating the question listeners would ask. By stating facts that the audience would
be curious about matches the conventions of an advert. A convention of a radio
advert is answering what the product does for the consumer and how will they
benefit from the purchase.
The definite adjective ‘the facts’ state the following elements of the car are
genuine suggesting the advertisement hasn’t a bias opinion.‘They low on
emissions and zero road tax with great miles per gallon to take in your stride’.
This quotation lists the benefits to potential buyers, a convention of radio
advertising. This quote applies uses and gratification to the advert by allowing
the listener to question whether they would benefit from the smart car.
Euphemisms and positive language such as ‘great’ ,‘enjoying’, ‘sheik’, ‘fun’ and
‘roomy’ are used to describe the product. Expressing a positive view of the item
to listeners, assuming the smart car will bring the audience ‘enjoyment’. Also
adding additional information about the cars ‘roomy’ interior, all positive aspects
a potential buyer would look for in a car.
A simile is also used to compare the car to a rocket ‘goes like a rocket’, due to a
rockets extreme speed. Comparing the car to a rocket would match the audiences
that are attracted by speed. This technique applies uses and gratifications of
personal identity to allow listeners to image them travelling at such speeds in the
car.
Rhyme is also used to attract listeners ‘goes like a rocket, the economy is so good
there’s change in your pocket’. The quote also suggests customers will be saving
money due to the car being economically friendly.
The advert ends with providing the audience with a contact number for the
company ‘Call smart of Exeter on 08448227304 to book your test drive’.
Supplying listeners’ with a contact number allows them to not be feeling forced
into the situation. There is an open invitation to go for a test drive directed at all

2. listeners.Halls theory of encoding and decoding have been used here to highlight
the purpose is to persuade the audience to purchase and supplying the audience
with a contact number for further details. A traditional convention of an
advertisement to persuade listeners to ask further questions and show their
interest in the product.
Direct language such as ‘you’ and ‘your’ are also used throughout showing the
advertiser addressing each and every listener directly. Making the advert more
personal to the audience.
The relaxing back ground music allows the audience to keep calm and not feel
panicked to make a decision on the spot whether to invest. Also the cool calming
music suggests the car itself will relax the buyer.
The over voice of the advertiser expresses a regional dialect from America as
Americans’ give off a cool carefree attitude similarly as the car is presented as to
the audience.
Over exaggeration on vowels are used by the advertiser to expressing the attractive
script advertising the car. Following the conventions of a radio advert to attract
people to purchase.