audio advertising media

1. Audio Advertising
Media
By James Pugh
TV advert - https://www.youtube.com/watch?v=k4G2JY1UCpA&safe=true
Radio advert - https://www.youtube.com/watch?v=RB93C6hlnH4&safe=true

2. Subway Pulled Pork Advert 2016
• This print advert is an example of one way that Subway promoted a new
sandwich that they were releasing with pulled pork filling in 2016. I think the
aim was to promote the new sandwich but also the process of how it was
made and the fact that it was ‘slow cooked for 7 hours’. The cost of the
pulled pork advertising campaign would have been quite low because the TV
advert and radio advert involved mainly just dialogue which could have been
done with little cost.

3. Who are the target audience for the campaign?
• The target audience for the campaign is most likely to people from the age of 10 to
about 40 years old who are most likely to go to a fast food place such as Subway.
For this new pulled pork sub people who are fans of meat are most likely to enjoy
this new sandwich, as it has been slow cooked for 7 hours and they will appreciate
the way it has been made and cooked. From the NRS scale the target audience are
most likely to be between D and B because they are most likely to have an income
where they would spend money on a Subway in a lunch break or after work or
school. From the 4Cs scale, created by Young & Rubicam, the audience are most
likely to be part of ‘The Mainstream’ because they have a structured daily routine
which they can use their life choices and decide on what they do with their day and
what they eat.

4. How is the product represented?
• The product is represented in a factual way by the main advertising point
being that the pork has been slow cooked for 7 hours. It is also shown in
quite a humorous way in the TV advert because it shows a man cooking
some pork for ages, when his mate says he’s just going to Subway to get the
exact same thing that the other man was waiting ages for.

5. What is the unique selling point?
• The unique selling point for the pulled pork sandwich that Subway released is
that the pork itself has been slow cooked for 7 hours. This will attract those
who are seeking a high quality of food without cooking it themselves. It is
convenient for many people, such as people who work long hours to get
food which has been cooked for a long period of time very quickly at a fast
food place like Subway.

6. What campaign methods were used?
• The main campaign methods that advertised the product were TV, Radio and
print adverts. These all delivered the same message to the audience and all
link together, showing the interdependence between the different methods.
These methods meant That the campaign had some visual aspects of the
campaign with the print and TV advert but also has audio aspects with the
Radio and TV adverts and the dialogue used in them.

7. TV advert analysis-
https://www.youtube.com/watch?v=k4G2JY1UCpA&safe=true
• Above is a link to the TV advert that Subway made to promote their new product. The advert starts
with a one man walking towards another chanting “Pulled pork” repeatedly. This illustrates that they
are excited to eat the pork but after the man cooking the pork says it will take 5 hours, the other man
says “I’m going to Subway”. The fact he says this so definitely shows the audience that Subway is the
only option for having a good Pulled Pork meal. Having two men in the advert suggests that the
product is mainly aimed at men. Also the setting is in a large garden and the weather is very sunny.
Pathetic fallacy is used here because the mood is happy at the start of the advert because the weather is
nice. This will attract the audience to buy the product as they don’t want a product that is going to
make them feel bad. Towards the end of the advert there are then visuals of the product itself. This
has been done to show the audience how good it looks and to make them want to buy it themselves.
There is also audio included, which is also a man, to explain to the audience who should buy the
product and why they should by saying things such as “It’s a barbecue lovers’ sandwich come true”.
Which again highlights the main message of the campaign that this appeals to people who want good
quality food that has been cooked for a long time but supplied quickly to the customers. Throughout
the advert there are little sound effects or music in the background to make the main focus for the
audience to be product itself.

8. Radio advert analysis -
https://www.youtube.com/watch?v=RB93C6hlnH4&safe=true
• It is clear that the main message of the radio advert is the same as the TV advert which shows the
interdependence between the two methods of advertising. The advert involves a male voice talking
which much like the TV advert highlights that men are the primary target audience for the product.
The message from the advert is that the pulled pork is “ cooked slow, eaten fast”. This illustrates to the
audience that time and care is taken into making the product but it is of high quality and will make you
want to eat it quickly. This would also appeal to those with a busy lifestyle as if you can eat it quickly it
is convenient for them. The product is also represented in quite a humorous way through the radio
advert, for example the male voice says to show how good the pulled pork sub is when it is cooked for
7 hours they are going to stretch the message for 7 hours. After this the man starts talking very slowly
by using adjectives to describe the product. By using subtle humour in this way it gets the message
across even clearer to the audience that the pork has been cooked for 7 hours. Subway may also have
used humour in the radio advert because it is purely audio so the audience need to be attracted to the
advert and therefore pay attention to the product.

9. Print advert analysis
• In contrast to the other advertising methods, this print advert represents
the product in quite a factual and formal way. This is because there is no
audio and the advert needs to grab the audiences attention visually. They
have done this buy having a large image of the product itself in the
centre of the page. The image will attract the attention of people walking
past bus stops and billboards for example. Then there is also factual
information for those who look more closely. Just above the image is the
main advertising message, “slow cooked for 7 hours” that all three
advertising methods have used, which highlights the interdependence
used by Subway to promote the product. This is why I think that the
campaign was successful because Subway used interdependence between
all of their advertising methods and used the same message throughout
to attract the same target audience throughout the campaign.

10. Regulatory Bodies
• ASA – ASA regulate all adverts and promotions across the media. Their
principles are that ads should not mislead, harm or offend.
• OFCOM – OFCOM is the communications regulator in the United
Kingdom. It stands for the Office of Communication
• BBFC – The BBFC are the British Board of Film Classification and they are
responsible for the classification and censorships of films.
• Therefore all of these companies consult firms based on their advertising if
it has received complaints due to being harmful or offensive.

11. Legal & Ethical Issues
• During their campaign, Subway had to make sure that they didn’t break and
legal or ethical rules. This is because their adverts would then be censored or
removed and that would mean that their new product would not be as
successful because it wouldn’t be promoted in the same way. For example
they had to make sure that their adverts were not harmful towards children
by including swearing and didn’t contain any adult content. They also had to
make sure their campaign wasn’t misleading. For example when they say their
pork has been “slow cooked for 7 hours” this cannot be false information
otherwise regulating bodies would get involved.