2. The target audience for the advertisement is
16-18 year olds who want to go to university
in the near future. On Maslow’s hierarchy of
needs, the intended audience will be part of
the lowest categories – physiological and
safety, they are not very confident and still
have quite a journey before they have high
self esteem.
Aston University Advert Analysis
3. The opening speaker sounds friendly and
upbeat which enthuses younger people.
The second speaker is shy and the advert
is trying to reach out to audiences and
show them that they will no longer be
shy once they have attended this
university.
Aston University Advert Analysis
4. Up until twenty seconds of the advert,
there is no background music and this is
where the university is properly
introduced and tells the audience what
they will get out of going to their
university. The tone of the music is
upbeat connoting that university is fun
and enjoyable.
Aston University Advert Analysis
5. This radio advertisement starts and then switches
to a new equilibrium with the male becoming
very confident and qwerky and this is portrayed
as the ideal type of worker for future employers.
The advert goes from one end of the spectrum to
the other in terms of Peter’s confidence and what
the speaker fails to do is introduce the fact that
university takes a minimum of three years to
complete, only after this do you become a
‘graduate’. This will not appeal to students very
much which is why it isn't mentioned.
Aston University Advert Analysis
6. The whole advertisement is split up into four parts –
the first is Peter, before and after university, the second
is the advantage of going there and explains the
transition Peter has gone through. The third is the
quote, ‘with a higher proportion gaining graduate level
jobs than those at Oxbridge’ – these are appealing
statistics that will surprise the audience and encourage
them to apply there, they will want the same kind of
opportunities that students at Oxbridge get, and this is
where they will get it.
And finally the ending sentence is promoting their
website, attracting digital natives and encouraging
listeners to look at what they have to offer. The website
is an informative marketing technique.
Aston University Advert Analysis
