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1. Jenny Katy Olivia Millie
CONVENTIONS- FORM AND
GENRE-
RADIO ADVERT

2. Regarding timing for our advert, 25 seconds long, fits in within the
conventional range of 15-60 seconds however doesn’t follow the
conventional 40 seconds long. Even though our advert is shorter than
most, we feel it still contains the right amount of promotion, focusing
on the various items of clothing FYI offers. Our decisions to make the
advert shorter were made because of the content we included; so for
example, because we listed clothes with a beat layering it, we felt that
this could become repetitive and therefore at risk of becoming boring
for the audience. We could have maybe thought different ways to
promote our brand through the radio platform, however after having
looked at textual analysis’, it was difficult to find a fashion radio advert
and therefore we struggled to follow typical conventions of this genre.
A reason for the lack of fashion radio adverts in the media industry
could be because of the digitally native younger audience that fashion is
aimed at. This is because an audience, particularly our target audience
(16-26), spends more of their time on their phones, on social media or
watching television, rather than listening to the radio.

3. Conventionally, radio adverts have an upbeat and lively voice over
narrating what the brand is about, whilst attracting attention. They
also usually use a British accent because regional adverts are less
common for national brands so therefore by using a typical British
accent, it means that the advert can be connected nationally. Also, the
idea of the British accent is also still a leftover from the idea of the
BBC of received pronunciation, where a neutral accent was seen to
maintain the power of the establishment, so higher classes for
example. This then provokes the irony, considering that we have
created a brand which praises individuality, independence of females,
and caters for the mass market. Our radio advert conforms to both
of these conventions. We have used an 18 year old girl, so taken from
our target audience, in order that we achieve personal identity. This
enables the audience to relate to the brand. She has a clear and well
spoken voice that catches attention through the professional, fast
pace in which she speaks.

4. Another convention of a radio advert is to include a
‘jingle’ effect to make the advert memorable. We
decided to break this convention, concluding that it
wouldn’t suit an advert promoting a fashion brand
and didn’t fit with the ideas we had for the advert.
Usually, radio adverts contain rhetorical questions to
entice their audience; making them think. We again
broke this convention due to it not complimenting
our initial idea for the advert. Also, rhetorical
questions are often used in radio adverts that
promote money, buildings or car businesses.

5. It is very conventional of a radio advert to create a narrative structure
to attract their target audience. This is a clever promotional technique
that broadens the target audience of a product and creates social
interaction. We, however, break this convention instead and add a little
humour to entice our audience. Our fast paced voice over takes the
role of the narrative convention by immediately attracting attention.
This feature embodies the brand as being fun, lively and versatile. By
looking at audience profiling, we can then see that this technique can
attract the attention of our target audience as they are linked with the
idea of having fun, ruling out the idea of a narrative structure.
Almost every radio advert includes, at the end, a ‘call to action’ feature
which demonstrates to the audience, how to gain access to the product
advertised. This is usually in the form of a website address. We
decided to conform to this convention, adding FYI’s website address
to the end of the advert using the voice over in order to create
continuity.

6. Overall, we feel that our advert follows typical
conventions of a radio advert, however we were
not very happy with the way we have constructed it.
I think that we have done the right thing in terms
of how we have addressed our audience and
responded to their wants and needs, however we
feel that not enough time was spent on this
production, and therefore it is not as good as it
could have been. We could have thought of other
ways around the promotion, like different
structures and form for example.