Canon advert anaylsis sheet

1. What style of radio advert is it? (humorous, serious, factual, fiction, pastiche, repetition,
simple, complex, nostalgic, modern, futuristic, aggressive, seductive, persuasive, surreal,
immediacy, long term)
What was the overall message?
What types of voice/s were used in the advert? (Male/female, young/old, foreign accent,
British accent, celebrity?)
What tone of language was used? (Conversational, informative, jokey etc)
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Was there a tag line or slogan in the advert?
How many times was the product or company name mentioned?
The style of this canon advert is many of the examples above it is serious, repetitive, simple
but complex and persuasive towards there target audience. It also includes a female with a
very husky seductive voice as well as factual tips for the target audience (mainly men as it
couldbe seenas a ‘boy’stoy’but wouldappeal to both genders). A few examples of the tips
that this advert gives are 1. Make sure the background of your picture is plain as you don’t
want people to get distracted and want them to focus on the main object/person on the
photograph,2. Alwaysturnthe lightsonina room, evenif there isdaylight(ambientlighting)
thiscan also reduce redeye.Byusingall these techniquesitwilldraw the targetaudience into
wanting to by the new Canon Camera to see if these facts work.
The overall message isforpeople tobuythiscamerawhetherapresentforChristmas or even
for yourself totake lovelyphotographsforwintertime.It’stellingus it’s new and unique and
if you buy this camera you will have the best quality pictures.
The tagline of this advert was ‘Absolute radios winter photography guide with Canon’. As
much as it told you what the advert was about I thought it was quite a long slogan and it
wasn’t as catchy as they could have made it.
There is a conversational tone in the advert as it sounds as if the woman is speaking to the
man over the phone. It is slow and clear and this helps the audience to hear all the
informative information they are telling you.
Male- Thissoundslike anolderman and he is describing how the camera works, what things
you can do on it and useful information. In a way its stereotyping men saying that they are
the onesthat will readupaboutthe differentsettingsyoucan use etc., Describing it as more
of a ‘boys toy’ rather than a camera.
Where as the Female voice soundsasif she isspeakingonthe phone talkingaboutthe Canon,
hervoice isveryseductive andsoshe is usedtoattract the men’sattentionasshe soundslike
a youngadultwho isspeaking.Sothiswill make menthinkIf theyphone up to enquire about
a camera or go into the local Canon shop the women that will help them is going to be a
young women who is very seductive.
This advert was promoting a Canon camera, Canon was repeated 3 times throughout the
whole 52 seconds.Asitwas beingsponsoredandadvertisedby AbsoluteRadio thiswassaid 4
times.Ithinkas itwas onlyon average 50 secondslong they mentioned the name enough to
get both companies in your head and know about the deal that they were advertising.
Radio advert analysis sheets
Canon

2. Was there any contact details mentioned? (Phone number, web address etc)
What music or sound effects were used?
What is the main purpose of the advert? (Informational, sales or special offers, promoting
a particular product)
Why do you think the advert was good or why do you think it wasn’t verygood?
The contact detail that was mentioned was the web address. (Absoluteradio.co.uk/canon)
whichisobviouslyan easy address to remember if you were interested but they could have
promoted it more by adding a twitter account or Facebook so you can get daily updates.
As the advert was based around Christmas throughout the advert you can hear bells in the
background,sostraightaway whenyouhearthe ad youthinkof Christmastime and presents
etc. This could get you thinking ‘I’ll buy one of these cameras for Christmas’.
The main purpose of this advert was to promote the Canon XS 200 IS. As it was coming up to
Christmas time it’s an expensive gift but as there doing an offer on it, it will be a good gift.
They are trying to sell the advert to the people listening explaining about the added extras
and extra gadgets- touch screen, this just makes it more appealing.
The advertis verydetailedandfactual addinginthe informationabout Always turn the lights
on ina room,evenif there isdaylight(ambient lighting) this can also reduce red eye etc. It’s
quite long winded as its 54 seconds long so it isn’t sweet and snappy. But it is a persuasive
and sells the product well with its techniques.