2. Conventions of a radio advert
• A conventional adverts remains in the timings of around 35 –
40 seconds. The advert will include a number of different
sounds such as voice over, Foley sounds and music bed. We
have tried to include as many sounds as we could within our
radio advert. The advert that we have produced comes to an
unconventional 29 seconds. However we do feel that our
decisions to make the advert shorter than is conventional is
justified. We felt that the information we included gave listeners
a good insight into the documentary without giving to much
information away which would in turn would make the radio
advert ineffective as listeners would also become bored. We
included sounds clips from the interview in the documentary
such as a Judith Anne Lawrence quote and a Toby Moores
quote which gave short meaningful observations on their
opinions about what the creative industries is to them.
•
3. • The idea of having quotes with a music bed playing in the background
could potentially become boring so we have included what we feel is
necessary within the radio resulting is a shorter than conventional but
effective piece. The quotes would help entice a specific audience within
our demographic. Part of our audience demographic is the experiencers
and thinkers, experiencers are people who enjoy to experience new
things and thinkers are people who like to learn new things. the quotes
would help capture their attention because they would both be interested
in what others have to say and would be enticed by the idea of learning
something new and the idea of exploring the individuality of the creative
industries.
•
• It is often conventional to have some sort of attention grabbing sound at
the begging of the radio advert to grab the attention of the listeners. We
have followed this convention by including a collection of workshop
sounds at the beginning of the radio advert. It was hard to find a radio
advert for a documentary due to the fact that a documentary relies of the
selling of its visual characteristics rather than sound.
4. • Another characteristic of a radio advert is the use of an exciting voice
over which will engage the audience for our radio advert we have chosen
a voice which we feel gives the correct level of excitement for our target
audience while still maintaining a a level of sophistication. This has been
through the use of a British accent who pronounces words correctly and
clearly and will therefore be understood easier. We feel that the accent
will appeal to our audience who will like the sophisticated tone of the
voice over and will feel welcomed by it. This is taken from an old
technique used by the BBC who used neutral British accents using
received pronunciation as it was seen as a way to maintain the power of
establishment. For example more middle class and upper class such as
our own target audience. The calm tone used gives a relaxing feel for the
audience. The aim was to give a sense of the style we have chosen in
the documentary. For us this is a relaxing but informative tone.
• Rhetorical questions are a convention of a radio advert as they aim to get
the audience engaging with the advert. We have not followed this
convention because we felt that it did not fit with our original ideas nor did
it fit in with our style. Rhetorical questions are usually used in adverts that
are promoting services.
5. • Another convention of a radio advert is to have a jingle. We
decided against this as we felt that a jingle did not suite the
tone that we where trying to achieve. We felt that a jingle would
be inappropriate to use in an advert for a documentary
especially considering the sophisticated level of our audience.
However we have added a music bed which plays quietly
underneath the voice overs. The music bed is the same track
we used for our docuemtary. We have done this as we feel it
could almost act as a sound motif for the documentary. So that
when ever people hear the song they would recognize it as the
song from our documentary.
• The music helps create the relaxed tone that we want our
production to have and results in a more enjoyable radio
advert. The music carries the quotes and voice over with it
throughout the radio advert
