The radio advertisement challenges some conventions by using a narrative introduction and varying speakers' tones. However, it follows conventions through its length of 40 seconds, inclusion of the magazine's slogan, and use of three female English speakers tailored for the target demographic. While it does not directly address the audience until the end, the different speakers are meant to inspire the audience to search for the magazine online or in stores.

1. In what ways does my
Radio Advert use,
develop or challenge
forms and conventions
of real media
products?

2. RECAP
1. Mass Media Content
2. Opinion
Leader
3. Less active
audience socially linked
with opinion leader
TWO STEP FLOW

3. TWO STEP FLOW
My radio advert would be seen by those listening
to the radio in the morning. Specifically this
would be between 6am-8am in the morning on
Gem 106 and Heart. The people originally
listening to its will be the opinion leaders and
create their own view of what the advert
represents in the form of a magazine magazine.
Then these perspectives are infiltrated through
word of mouth as the opinion leaders socialise
with a bigger, more passive audience. These
people also begin to think the same message as
the opinion leader and there would be a bigger
audience thinking that they would want to read
the magazine because of the advert.

4. TWO STEP FLOW
The benefit of this is the attraction of people who
associate themselves with the content of the advert,
for example, walking in autumn because they want
to. Brand identity will be a factor in the radio being
present in the media and associations will be made
with the other media products.

5. USES AND GRATIFICATIONS
When applying the uses and gratifications to my
radio advert, my audience can decide for
themselves whether they would want to buy the
magazine and this is done through the content
of the advert and the lifestyle of an individual,
e.g. ‘reviews on restaurants and daysout’, it is
encouraging those who like walking,
eating out and visiting to buy the
magazine. The people who do
not enjoy these types
of activities will not
be in the Esteem
category.

6. Radio Advert conventions
• Usually 30-40 seconds long
• Uses a ‘jingle’ or other form of background sound
• Speaker is generally a woman
• Will contain a slogan of the product.
• Language use will be tailored to demographic.
• The mode of address will be directly to the audience.
• The voiceover will be upbeat and lively to attract attention and
typically uses an English accent an will speak very clearly for
audibility.
• The use of a few speakers through the radio advert is also
conventional
• Heavy persuasive language

7. Radio Advert Conventions
Analysis
Usually 30-40 seconds long
• My radio advert conforms to this conventions
as it is exactly 40 seconds long which is right
on the edge of it being unconventional. I think
the content I have used in the 40 seconds is
very good as there is just enough for the
listener to know about the magazine and
remember the important information, e.g. the
website name or what to search for on
Facebook and Twitter.

8. Radio Advert Conventions
Analysis
Uses a ‘jingle’ or other form of
background sound
• I have not used a jingle for my radio advert as i did not think it was
appropriate for my audience - mature people with the income
bracket A/B. My audience would appreciate the sound of a pain
playing instead of a short jingle that has been created on
Garageband. I think the use of Alex playing the piano is
unconventional as a jingle but the use of it is more focused to my
audience making it effective on my radio advert. I also used
background noise of birds and the sound of the city, this creates a
binary opposition but suggests that the people enjoy being outside
and listening to birds, etc, but also enjoy the social aspects of life
which include going out for meals with friends and family

9. Radio Advert Conventions
Analysis
Will contain a slogan of
the product
• My tagline for the magazine is featured in
the radio advert as i believe it has helped
me to create a bigger brand identity and
the promise of ‘bringing the locals of
Leicestershire together’ appeal to those
who live a very social lifestyle and are
interested in meeting new people.

10. Radio Advert Conventions
Analysis
Speaking, language and scripting
conventions:
• Speaker is generally a woman
• Language use will be tailored to demographic.
• The mode of address will be directly to the audience.
• The voiceover will be upbeat and lively to attract attention and typically
uses an English accent an will speak very clearly for audibility.
• The use of a few speakers through the radio advert is also
conventional
• Heavy persuasive language

11. Radio Advert Conventions
Analysis
Speaker is generally a
woman
• The three speakers I have used in my advert
are all women as this is my primary audience. i
have followed this convention in a correct
manner that has also conformed to my target
audience. My speakers are all well spoken and
articulate which means that the listeners can
associate themselves with the radio advert as
my target audience would also stereotypically
be well-spoken

12. Radio Advert Conventions
Analysis
Language use will be tailored to
demographic.
• My demographics consist of women, aged 35 - 50 with an
income bracket of A/B who are sophisticated and socially active
and enjoy the rurality of a community. The script i created
conforms to this convention as the speakers I have used are
also in this age band who enjoy spending their disposable
income on social and charitable occasions with friends and
family. The speakers I chose are very well-spoken and this is
reflected in my target audience. i found it quite hard to identify
people that reflect my target audience without taking into
consideration their looks or background and solely focusing on
their voices, however I do think I chose successfully.

13. Radio Advert Conventions
Analysis
The mode of address will be directly
to the audience.
• This convention cannot be applied to my radio advert as I have
started my radio advert with a narrative. The narrative consists
of a women coming in from a walk in chilly autumn and then
reading Leicestershire Living, although its unconventional it is
however an idyllic lifestyle that listeners will aspire to have. This
means that they will have a positive view of Leicestershire
Living and believe to achieve this idyllic sophisticated lifestyle
they have to buy the magazine and conform to the
representations of it. Further on, there are snippets of other
people expressing their views of the magazine and these
people create the sense of normality with the…

14. Radio Advert Conventions
Analysis
The mode of address will be directly
to the audience.
• …audience which will further inspire them and encourage them
to buy the magazine. Towards the end of the advert, the
speaker directly talks to the audience which conforms to this
convention, Mrs Leite tells the audience where to find the
magazine and to search the magazine on Facebook and Twitter
or visit their website. The only mode of address is when Mrs
Leite tells the audience to search them through web 2.0 and as
the audience are being told to do something, they will be more
likely to do it. As this is the only form of ordering a person and
injecting them with a message to search for the magazine it
becomes more effective than telling them to do multiple things.

15. Radio Advert Conventions
Analysis
The voiceover will be upbeat and
lively to attract attention and
typically uses an English accent an
will speak very clearly for audibility.
• Mrs Leite is a very articulate reader and here tone of voice is
very formal. I think the variation of speakers really highlights the
liveliness in the second speaker - Mrs Gregory and the
sophistication in Karen Cooper’s voice, the third speaker. They
are all English with neutral Leicestershire accents so people
can directly relate to them, and they are all very articulate and
easy to listen to.

16. Radio Advert Conventions
Analysis
The use of a few speakers
through the radio advert is also
conventional
• I have conformed to this conventions as I have used Mrs
Leite as my main speaker and Mrs Gregory and Karen
Cooper as my two other speakers that each say a sentence.
The use of this is very effective as it various the tones and
creates a diversity in the personalities that are present
throughout Leicestershire. They all appeal to a direct
audience which slightly changes from person to person, e.g.
Mrs Gregory would target the younger people in my target
audience 30-50.

17. Radio Advert Conventions
Analysis
Heavy persuasive
language
• All the language used is cohesive to
create a persuasive message to buy the
magazine, the description used is very
appropriate. The language is more subtle
as my audience will tend to make their
own decisions and I do not want my
advert to try and force them to buy it.