1. 1
Qualification Level 3 ExtendedDiploma in Creative Media Production
Unit number and title
DB10 Unit 45 Commercial Production for Radio
Start date 8 September, 2014
Deadline 18 September, 2014
Assessor name Damen BRAMWELL
Assignment title Style, Structure, Purpose and Regulation
Scenario
You have been commissioned to individually compile a blog on radio advertising for the purposes of new creative staff working
for E6 Radio. The blog can have posts that can be presented in either written or audio format.
You need to analyse a number of radio commercials and compile the blog covering:
purposes of commercials
styles of commercials
structures of commercials
regulation and its impact on the content and message of commercials.
Tasks Grading Criteria Mapping
You must create a blog with three separate blog posts covering the following sections;
1. Describe with an example of 3 styles of radio commercials: eg humorous, serious, factual,
fiction, pastiche, repetition, simple, complex, nostalgic, modern, futuristic, aggressive,
seductive, persuasive, surreal, immediacy, long term
In your descriptions discuss the structure of the commercial: message; single voice;
multiple voice; conversational; tag line; repetition of product name; contact details;
voice/s over music bed; sound effects; sting; persuasive content (unique selling point
(USP), celebrity endorsement, price, user benefits), codes and conventions (repeated use
of product or service name, one-off, series, product-programme links, relative to specific
radio station house style)
Describe the purpose of the commercial: raising brand awareness; informational;
promoting sales and special offers; increase market share; seasonal awareness raising;
reinforcement; to raise income for radio stations; promoting product or service (national,
local)
Discuss any regulatory issues that the commercials had to abide by: regulatory
requirements (taste, ethics, restricted or banned categories, use of children, consumer
protection); regulatory bodies (Advertising Standards Authority (ASA), Ofcom, Radio
Advertising Clearance Centre)
45.1 Understand style,
structure, purpose and
regulation of contemporary
UK radio commercials
(P45.1, M45.1, D45.1)
This brief has been verified as being fit for purpose
Assessor Damen BRAMWELL
Signature Date
Internal verifier
Signature Date
2. 2
Unit 45 Commercial Production for Radio (Level 3)
P45.1 describe style,
structure, purpose and
regulation of UK broadcast
radio commercials
M45.1 explain style, structure,
purpose and regulation of UK
broadcast radio commercials,
with reference to detailed
illustrative examples
D45.1 critically evaluate style,
structure, purpose and regulation of
UK broadcast radio commercials with
supporting arguments and
elucidated examples
