1. Radio Trail Analysis
Trail for
(station/channel)
Heart FM – Coca Cola
Target audience Heart is mainly aimed at the age range of 25 – 45 and the main gender
demographic that the station appeals to is female. Heart FM experiences
most of its popularity in the morning rush hour and evening rush hour as
people drive from/to work and or/school to pick children up. Therefore, the
trailers that they have on the channel need to attract the attention of the
audience as they wait for the next song to come on and they do this in a
variety of ways.
Tone of voice? The tone of voice is very enthusiastic and excites the audience, given the
branding that Coca Cola has behind it is a familiar product and is the most
popular branded drink in the world. I think that enthusiasm is extremely
important in a long advertisement as it can make the audience want to listen
closely to the message behind the advertisement.
Sound effects?
(SFX)
Several sound effects are used to attract the attention of the audience such
as the sound of a can opening and the sounds of waves crashing onto rocks
at the beach to give a sense of relaxation. All of the sound effects which are
used within the advertisement are things you would instantly associate with
the taste of Coca Cola as they have connotations of summer, relaxation etc.
Wildtrack/ambient
sound?
There is no direct ambient sound other than the sound effects which are
placed in the background as they go behind the narration which talks about
the product and talks about the recipe and how years of work have went in to
crafting the perfect product.
Use of music? There is no real use of music and instead this advert relies solely on the
impression that the sound effects have on the audience.
How many tracks? Non-applicable.
Sound levels? The sound levels that are used are consistent throughout so that it doesn’t
obscure from the narrator yet is loud enough to understand clearly and
coherently everything that is being said by the narrator. Fades in and out at
the beginning/end.
Length? The advertisement is 29 seconds long.
Other notes/common
elements/conventions
Common conventions do include having music/narration fade in/out so that it
starts off at a low volume and starts to become louder when the key facts and
information is said by the narrator so that this is the vocal point of the
advertisement. We could also implement this by making sure our
advertisement starts off quiet but loudens up with information such as
channel date and time.
