The radio advertisement required several creative decisions and departures from the original plan due to issues encountered during recording and editing. Background noise had to be removed by re-recording audio clips, and the finished advertisement was too long so parts were removed to meet the 30 second time limit. Working with a partner, the original script helped guide actors and recordings were done efficiently. Techniques like repetition of the shop name and enthusiastic promotion of products were used to attract the target audience. Basic technology like Audacity enabled adding effects but also presented minor issues during editing that were overcome. Conventions like enthusiastic voiceovers and direct audience addressing were employed while maintaining a focus on representing new surfers through children's voices. Feedback received was positive overall.

1. Media
Evaluation
Radio Ad

2. 1. What creative decisions did you have to make to
solve problems and how did this depart from your
original plan?
Whilst creating our radio advert many decisions were made and these
helped to avoid the issues we experienced. For example whilst
recording the clips needed for our radio advert we noticed background
noise such as others talking or laughing. This made the radio advert
sound very unprofessional so we had to re-record some clips to
ensure the speech was uninterrupted and the quality of sound was
clear.
Also once our advert was complete we realised that it had not fulfilled
the criteria as the advert was in fact too long and needed to be cut
down to 30 seconds. This was achieved by taking out the original
sound effect and the beginning of the advert so this did not match our
original plans.

3. 2. Both individually and working with others how
did you work and what challenges did you face?
Throughout the project I believe that I worked well within my
partnership and gave my own views and ideas to contribute to the
original plan. I faced many challenges within the project and one of
these included having to make the overall radio advert under 30
seconds. I made my own decision to cut out irrelevant speech and
sound effect so the final product was suitable for the set criteria. I also
believe that I worked well when instructing outside actors on what to
say and when to say it. The original script helped the actors to
understand what was required from them and I think both me and my
partner did a good job with creating a basic and easy to follow script.
We also worked well when creating our recordings as we got the
original recording done quickly and efficiently and we were then able to
edit our recordings in Audacity.

4. 3. What advertising techniques did you use to hook
your intended target audience?
We used a couple of advertisement techniques within our radio
recording that would later help attract a target audience to the shop in
question. One of the techniques we used was „repetition‟. We decided
to repeat the name of the shop being advertised as this would be
engraved into the audiences mind meaning they would not forget the
name “Waves Surf Shop”. We also decided to make our voice over
extremely enthusiastic about the products being sold as this
emphasise the quality of the products available to the target audience.
We also directly addressed the audience by using direct language
such as “you”. This was used to get the audience involved with the
advert so they would be encouraged to buy the products. Also we
made sure the audience recognised our offers on the products as this
is a huge incentive to customers.

5. 4. How did technology enable the creative process? Was it
difficult to use any of the equipment and did you learn any
skills?
The technology used was basic and pretty simple to use therefore
when using it to create new recordings we didn‟t come across many
problems. However once the recordings were uploaded I came across
some minor issues when editing the clips in Audacity. The program
enabled me to add bedding tracks and sounds effects and this task
was very simple but effected the final product and made it sound more
professional. I also learned then when editing recordings in Audacity
you should always press the „stop‟ button rather than „pause‟ as by
pressing „stop‟ you are able to edit the clips and cut unwanted areas.

6. 5. What conventions of radio adverts have you used
or not used and why?
The voiceovers used were extremely enthusiastic and this is a typical
convention for radio adverts as it emphasises the high quality and
greatness of the products. We thought this convention should be
expressed as it is important when highlighting the positive attitude
behind the shop being advertised.
We also addressed the audience directly as this would help them to
get involved and feel as though their issues could be solved by the
shop being advertised.
We also made sure a bedding track was included as this makes the
advert a little more interesting and could be used to emphasise the
quality of the shop and enthusiasm can also be represented through a
high tempo and exciting musical track.

7. 6. What or who are you representing in your
advert and how?
We were trying to represent a typical salesman that is over
enthusiastic about his products as this would show the audience how
great the products available were.
We also chose to represent new surfers and this was portrayed by the
high pitched voices of children as we often find kids taking up new
hobbies and discovering new talents. So by representing beginners in
our advert it shows that the advertised product/shop will accommodate
for the younger generation as well as the experienced surfers. This
highlighted the diversity available throughout the shop meaning
customers would be attracted whether they were an experienced
surfer or a brand new beginner.

8. 7. What feedback did you get and did this help
you realise anything about your product?
We received feedback from fellow students and our teacher however
every bit of feedback received was positive so in conclusion we
couldn‟t find too many faults within the product.
However I personally believe the quality could be improved by adding
certain sound effects that strongly relate with the subject of the beach
or surfing.