This radio advertisement promotes Canon's new XS 200 IS camera to older listeners of Absolute Radio. It uses a male voice to provide factual tips and information about the camera's features in a way that stereotypes men as wanting these details, while a female voice speaks seductively to attract male attention. The advertisement encourages listeners to buy the camera for themselves or as a Christmas present by emphasizing its high quality pictures and additional features. It aims to get both Canon and Absolute Radio stuck in the listener's mind through repetition of their names.

1. This advert was aimed at listeners on absolute radio, promoting Canons new
camera the Canon XS 200 IS. As absolute radio is aimed at an older generation it
workswell to advertise this product as it is an expensive camera that a kid/teen
wouldn’t be so interested in and wouldn’t likely to be able to afford.
The style of this canon advert has many styles; it’s serious, repetitive, simple but
complex and persuasive towards their target audience. It also includes a female
with a very husky seductive voiceas well as factual tips for the target audience
(mainly men as it could be seen as a ‘boy’s toy’ but would appeal to both genders).
A few examples of the tips that this advert givesare 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. Always turn the lights on in a
room, even if there is daylight (ambient lighting) this can also reduce red eye. By
using all these techniques it will draw the target audience into wanting to by the
new Canon Camera to see if these facts work.
The overall message is for people to buy this camera whether a present for
Christmas or even for yourself to take lovely photographs for winter time. It’s telling us
it’s new and unique and if you buy this camera you will have the best quality
pictures.
The types of voices and accents used were a male voice and a female voice.
The males’ voice sounded likean older man 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 ones that will read up about the different settings you
can use etc., Describing it as more of a ‘boys toy’ rather than a camera.
Whereas the Female voice sounds as if she is speaking on the phone talking about
the Canon, her voice is very seductive and so she is used to attract the men’s
attention as she sounds like a young adult who is speaking. So this will make men
think If they phone up to enquire about a camera or go into the local Canon shop
the women that will help themis going to be a young women who is very seductive.
The type of tone used was 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.
The tagline of this advert was ‘Absolute radios winter photographyguide 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. It could have also
added more of a tagline for Canon. ‘Delighting you always’ is Canons official
slogan, this also promoted the company well saying if you buy this camera for you or
someone else you or they will be delighted.
Radio advert analysis sheets
Canon

2. This advert was promoting a Canon camera, Canon was repeated 3 times
throughout the whole 52 seconds. As it was being sponsored and advertised by
Absolute Radio this was said 4 times. I think as it was only on average 50 seconds
long they mentioned the name enough to get both companies in your head and
know about the deal that they were advertising.
The contact details mentioned was ‘Absoluteradio.co.uk/canon’ which is obviously
an easy address to remember if you wereinterested but they could have promoted
it more by adding a twitter account or Facebook so you can get daily updates.
As the advert wasbased around Christmas throughout the advert you can hear
bells in the background, so straight away when you hear the ad you think of
Christmas time 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 expensivegift 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.
In my opinion the advert is very detailed and factual adding in the information
about always turn the lights on in a room, even if there is daylight (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.