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For the second part of this task I have analysed a 40 second radio commercial "Frank: 
giggles vs panic attacks" advertising the national anti-drugs service - talk to frank. The 
overall message of this particular radio commercial is that when smoking cannabis, yes 
their are fun side effects such as the giggles, however there are also serious, alarming side 
effects such as panic attacks that outweigh the positive side effects. 
In order to reinforce this message a combination of styles have been used including 
serious and informative as well as a number of tones of voices including jokey, scared, 
angry and informative. 
The commercial begins with a more humorous style where a British male is speaking 
directly to the audience in a jokey tone, informing us that when we smoke cannabis its 
funny because you get the giggles "do you wanna hear something funny, when you smoke 
cannabis I end up in your head, me giggles, that is so funny". However from 0:08 seconds 
into the commercial it begins to get more serious when a second voice interrupts, 
although it is the same British male, the tone is scared and alarming in contrast to the first 
voice, "I'm dying" this automatically emphasizes the more negative side effects of 
smoking cannabis, however the first voice continues to mock and laugh at the second 
voice anchoring the fact that when you smoke cannabis it is dangerous because no matter 
how serious a situation due to the "giggles" side effect you will still find it amusing. 
Then from 0:22 seconds into the commercial - 0:30 seconds it turns more serious and 
dramatic, giving the impression that both "giggles" and "panic attacks" are having a fight 
and it is clear that "panic attack" is winning "Panic attack is chocking me" before going 
silent for a second, again reinforcing the message that the negative side effects of 
smoking cannabis outweighs the positive effects and emphasizing the fact that smoking 
cannabis is potentially threatening to your health. Finally from 0:30 seconds into the 
commercial the same British male's voice is used, however the tone is changed to 
informative where the male informs us that "Cannabis can turn nasty and the more you 
mess with it the more it can mess with your mind" before informing us about the help 
available by providing contact details for talk to frank so that anyone who needs support 
can get in touch. 
Colloquial language has also been used within this commercial such as "Do you wanna 
hear something funny" & "when you smoke a joint. Therefore anchoring the main target 
audience for this radio commercial which is primarily 11 - 20 year olds who can easily 
relate to this kind of language and often use it themselves. 
The main purpose of this radio commercial is to inform young people that there are 
significant and harmful risks when taking drugs and to encourage anyone who is currently 
taking drugs to "talk to frank" for support. The name of this service is only mentioned 
once throughout the commercial however it is right at the end of the commercial along 
with the contact details so that it is the last thing the listener hears and is therefore 
memorable. 
I feel that this commercial is good in the sense that it effectively shows the contrast 
between the side effects of smoking cannabis and by using an alarming and scared tone to 
emphasize the "panic attacks" it has the potential to put young people off smoking 
cannabis in the future. However i do feel that due to the laughing throughout the 
beginning of the commercial some people like myself might find the commercial amusing 
and not take the overall message as serious as the producers intended. 
In terms of legal issues, under anti-drugs RACC (Radio Advertising Clearance Body) 
states that
Anti-drugs messages must be placed by registered charities or by bodies recognised by the 
relevant Government department/s. Claims about the effects of a particular drug must be 
adequately substantiated. 
Due to the fact that "Talk to frank" is a national drug education service established by the 
British government and there is evidence that both "giggles" and "panic attacks" are side 
effects of smoking cannabis, there are no legal issues relevant to this particular 
commercial.

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Frank giggles and panick attacks advert

  • 1. For the second part of this task I have analysed a 40 second radio commercial "Frank: giggles vs panic attacks" advertising the national anti-drugs service - talk to frank. The overall message of this particular radio commercial is that when smoking cannabis, yes their are fun side effects such as the giggles, however there are also serious, alarming side effects such as panic attacks that outweigh the positive side effects. In order to reinforce this message a combination of styles have been used including serious and informative as well as a number of tones of voices including jokey, scared, angry and informative. The commercial begins with a more humorous style where a British male is speaking directly to the audience in a jokey tone, informing us that when we smoke cannabis its funny because you get the giggles "do you wanna hear something funny, when you smoke cannabis I end up in your head, me giggles, that is so funny". However from 0:08 seconds into the commercial it begins to get more serious when a second voice interrupts, although it is the same British male, the tone is scared and alarming in contrast to the first voice, "I'm dying" this automatically emphasizes the more negative side effects of smoking cannabis, however the first voice continues to mock and laugh at the second voice anchoring the fact that when you smoke cannabis it is dangerous because no matter how serious a situation due to the "giggles" side effect you will still find it amusing. Then from 0:22 seconds into the commercial - 0:30 seconds it turns more serious and dramatic, giving the impression that both "giggles" and "panic attacks" are having a fight and it is clear that "panic attack" is winning "Panic attack is chocking me" before going silent for a second, again reinforcing the message that the negative side effects of smoking cannabis outweighs the positive effects and emphasizing the fact that smoking cannabis is potentially threatening to your health. Finally from 0:30 seconds into the commercial the same British male's voice is used, however the tone is changed to informative where the male informs us that "Cannabis can turn nasty and the more you mess with it the more it can mess with your mind" before informing us about the help available by providing contact details for talk to frank so that anyone who needs support can get in touch. Colloquial language has also been used within this commercial such as "Do you wanna hear something funny" & "when you smoke a joint. Therefore anchoring the main target audience for this radio commercial which is primarily 11 - 20 year olds who can easily relate to this kind of language and often use it themselves. The main purpose of this radio commercial is to inform young people that there are significant and harmful risks when taking drugs and to encourage anyone who is currently taking drugs to "talk to frank" for support. The name of this service is only mentioned once throughout the commercial however it is right at the end of the commercial along with the contact details so that it is the last thing the listener hears and is therefore memorable. I feel that this commercial is good in the sense that it effectively shows the contrast between the side effects of smoking cannabis and by using an alarming and scared tone to emphasize the "panic attacks" it has the potential to put young people off smoking cannabis in the future. However i do feel that due to the laughing throughout the beginning of the commercial some people like myself might find the commercial amusing and not take the overall message as serious as the producers intended. In terms of legal issues, under anti-drugs RACC (Radio Advertising Clearance Body) states that
  • 2. Anti-drugs messages must be placed by registered charities or by bodies recognised by the relevant Government department/s. Claims about the effects of a particular drug must be adequately substantiated. Due to the fact that "Talk to frank" is a national drug education service established by the British government and there is evidence that both "giggles" and "panic attacks" are side effects of smoking cannabis, there are no legal issues relevant to this particular commercial.