The radio advert is for Sainsbury's supermarket and promotes a beef roasting joint that is half price. A female voiceover enthusiastically describes the deal and provides simple instructions for preparing the product in three steps. She emphasizes that the joint is half price and touts it as a unique way to enjoy the food. Light background music accompanies the advertising and builds throughout.

1. Radio Advert Analysis 2
The second advert I listened to in my assignment to critically analyse radio adverts was one for the
supermarket, Sainsbury’s. The advert is simple and factual, with it being of a promotional nature. Its
main purpose is to advertise a particular product available in the store, which is on sale. Brand
identity is present during the twenty second advert as the supermarket is mentioned twice, once at
the beginning and once at the end. This means that even if someone began listening towards the
end of the advert they would still know what was being advertised, as Sainsbury’s would still be
getting promoted through brand awareness. The advert will generally be aimed at older people
owing to the nature of its content. I would estimate that it is for the ages of 25 and up, as the buyers
will most likely be parents or living on their own. This is because this type of food will generally only
be of interest to older people, as I think younger people are more likely to have less sophist icated
food.
A woman is the voice-over artist in the advert, speaking in a very feminine, comforting way. She
speaks softly yet clearly in an almost maternal style, enthusiastically promoting a product that is on
sale for half price- a beef roasting joint. The tone is very informal and instructive, as she tells people
about the positivity of the food. She begins the advert by saying “Here’s the deal, at Sainsbury’s…”
which immediately establishes the brand and draws the listener into the advert, as they wil l be eager
to find out what the ‘deal’ is. The woman then tells the listener that the beef joint is half price and
describes a way in which to prepare it for a meal. I think the use of a female voice provides a more
friendly approach and style to the advert, as I believe that a woman has the ability to show more
vocal emotions than a man. Women are very commonly featured in adverts for supermarkets,
whether on TV or radio, so I think the use of a woman in this particular advert is a convention.
The woman describes a unique way to prepare the food- involving ingredients and instructions. She
says the instructions very simply and quickly, in only three steps, while also using informal directions
such as ‘pop it in the oven’. By saying brief, basic instructions for cooking, listeners are more likely to
remember them. After completing her description of the process, she finishes it by once again
stating the name of the product on offer followed by making the sound ‘ooooooo’. This is done in an
enthusiastic way and puts effect on the statement. The woman describes the roasting joint as ‘not as
we know it’, which suggests it is unlike any other on the market and is unique and desirable. Also,
when she says ‘half price’ there is an amount of emphasis on i t, making it sound amazing and
shocking. Stating that the product is half price is a USP (unique selling point), which may make more
people interested in the product and actually go out and buy it rather than it if it was merely being
advertised (with the obvious assumption that it wasn’t for sale in any way). The RACC (Radio Adverts
Clearing Centre) covers the use of sale claims on their website, though no mentions are made of any
previous prices during the length of the advert.

2. If the script claims for example, “sale”, “savings”, “half price”, RACC clearance will be on condition
that previous higher prices have applied for at least 28 consecutive days in the last 6 months; (claims
such as “for only £100” and “is just £100” do not need this qualification)
I think to assist people listening to the advert, they should have mentioned when the half -price sale
ends for the product, as it would give them a time-frame as to when to go and purchase it.
In the background of the advert is light music that changes in tone as the advert progresses. It begins
very quiet and provides a relaxing background noise to compliment/ accompany the woman
speaking. It builds in volume before peaking towards the end of the advert, where it climaxes with a
small concluding jingle once the woman has finished talking about the product. Immediately after
this, the woman reads the terms and conditions for the sale of the product: ‘Subject to availability’
and ‘larger stores only’.
Overall, I think the advert was very good and its content suited its purpose. It was informative and
made the product seem extremely desirable and of huge interest to the consumer. The woman was
enthusiastic in her presenting approach and I think that she assisted in the style of the advert. The
advert was brief yet informative, while informal and light. I thought this helped the advert and fit its
purpose and style very well.