This is an evaluation of my Media Studies Radio Advert.

1. Evaluation of Radio
Advert
By Owen Cuff

2. What creative decisions did
you have to make to solve
problems and how did this
depart from your original plan?
 A whole multitude of problems attacked me during the
production of my advert, pushing me to the edge of creativity.
My original plan was somewhat shambolic but with the help of
my improvisation I think the end result of the advert vastly
improved.
 One problem in particular was the length of the raw recording
that my group had made, and I countered this by deleting the
unnecessary content of the recording as well as slightly
speeding up the longer sections to minimise the length of the
advert.

3. Both individually and working with
others how did you work and what
challenges did you face?
 I worked in a group of 3 and this caused multiple
problems as we only had 2 computers as well as 2 pairs
of headphones, meaning we had to share a lot which
isn’t my forte.
 We worked by all recording the same script but then
doing different variations of it independently.

4. What advertising techniques did
you use to hook your intended
target audience?
 I used the advertising technique of rhetorical
questions, which forces the target audience to think in a
certain way.
 I also used the technique of repeating the name of the
product, driving the name my audience’s head which
makes for more effective advertising.

5. How did technology enable the
creative process? Was it difficult to
use any of the equipment and did
you learn any skills?
 I learnt a whole multitude of skills on the editing software
used to edit the recording, Sony Vegas. Being able to
adjust the volumes of different sections of the audio, as
well as cropping any unnecessary parts out of it. The
equipment we used was a Sony voice recorder, and it
took a few minutes to get used to all the controls and the
way it worked however after this process it was a dream
to use. Using Vegas to edit made the advert a lot more
creative as we were able to import various sounds and
effects to spice it up a bit.

6. What conventions of radio adverts
have you used or not used and
why?
 I have used the convention of repeating the name of the product I
was advertising to really drill the name into the brains of the
audience.
 There were 4 sound effects in the background of the advert which
would have drawn their attention to a higher level.
 There was also an embedded music track in the background to
make the prospect of eating dogs less daunting.
 I heavily stereotyped the Korean race in a negative light for their
tendency to eat dogs, and this is a negative representation.

7. What or who are you representing
in your advert and how?
 In our advert, we’re representing the joys that people
have eating household pets that they’ve loved and
treasured for their whole lives.
 We’re doing this by advertising a whole range of dog
related dishes to really reel in the audience.
 We’re heavily stereotyping Asians perhaps representing
them somewhat badly.

8. What feedback did you get and did
this help you realise anything
about your product?
 Well my best friend Dani said that it’s disturbing but brilliant and
sticks in the memory
 Chris doesn’t like dogs which really helped me evaluate the pros
and cons of my production
 Nick said it was mediocre
 Peter said it was racist and he doesn’t like me and he loved it
 Dani went in for a second opinion after some deep thought and
said maybe it wasn’t such a good idea