The document outlines several codes and conventions for radio advertisements. It discusses how radio ads typically include sound effects related to the content, dialogue from interviews, and music to set the tone. They also usually have a clear voiced, Standard English voiceover that may ask rhetorical questions and provides the air time and channel at the end. Several example ads are then analyzed for their adherence to these conventions around sound effects, voiceover language and style, inclusion of content clips, and scheduling information placement.

1. Codes and Conventions
of Radio Adverts

2. Codes and Conventions:
 Sound effects are often used in the background of the advert that have some
relevance to the documentary.
 In the advert, dialogue from the interviews from the documentary are
included.
 Music is included to help set the tone of the documentary.
 Voiceover’s are always included and are clear speakers, speaking in Standard
English. They can either be male or female and can sometimes ask a
rhetorical question advert within the advert.
 The scheduling of the programme is placed at the end of the advert. It is said
usually in a specific order e.g. programme title, the date and time the
programme is on and also the channel it’s broadcast on.
 The slogan for the documentary can also be included.

3. BBC Four Weather Series Trailer
 The advert uses appropriate sound effects as it includes the noises of wind
and rain which shows relevancy since the topic is on the weather.
 The voiceover is kept clear and he speaks in Standard English which is
expected due to the BBC being synonymous with the use of Standard English.
 The advert also follows the conventions of radio adverts by including the
scheduling at the very end.

4. Storyville Season Trailer
 This advert includes clips of speech from the actual programme.
 The scheduling is included at the end and focuses on what channel it is on and
that it is coming soon.
 The voiceover is used at the end of the advert and delivers the programme
information and speaks in Standard English is clear and very easy to
understand.
 The trailer also includes sound effects in the background that have some
relevancy to the programme.

5. Special Needs Pets Radio Advert
 The voiceover used is a female voice, she speaks in Standard English. Also she
asks a rhetorical question within the advert which is a typical convention of
radio adverts.
 The advert also includes clips of dialogue from within the documentary.
 Appropriate sound effects are used in the background that have relevancy to
the programme topic as it has a dog barking.
 The background music helps set the tone as it has a fairly happy tone which
links to the topic as it is most likely about people taking care of animals that
are not completely healthy.
 This advert also follows the codes and conventions as it has the scheduling at
the very end in the same order I have mentioned previously.

6. Last Chance to See Trailer
 The scheduling is kept at the very end of the advert.
 It contains a male voiceover that speaks in Standard English and speaks very
clearly.
 The background music is quite slow and possesses a more emotional tone to it
as the programme focuses on animals that are going extinct, so there is some
relevancy to it.
 There are also sound effects included that have relevancy for example, when
birds are mentioned you can hear birds tweeting in the background.