The document analyzes three radio advertisements - one each for Tesco, Wonga, and Alton Towers. For the Tesco ad, the summary notes that it is concise and focuses on key facts to keep listener attention. The Wonga ad uses a familiar song to engage listeners throughout its longer duration before stating key details at the end. The Alton Towers ad utilizes rollercoaster sound effects and an informal tone to grab attention, though parts are difficult to understand due to background noise.

1. Radio advert analysis
Tesco advert: https://www.youtube.com/watch?v=RLvBRCyNHJs
Codes & conventions: The radio advert is 24 seconds long which is conventional as they
are usually around 30 seconds long. It is very straight to the point and is just based on giving
out the main facts which is very effective as it keeps the listeners attention. Although the
middle of the advert is spoken very quickly it is still easy to hear and understand, keeping the
listener interested as it makes the advert more exciting. I also believe that the ending to the
advert is very effective as it holds the slogan for Tesco, making the advert very recognisable
to the brand and leaves the listener reminded of the company.
Language & tone: The voice over throughout the radio has a strong British accent which
makes it easy and clear to understand. There is quite an informal tone to the advert which I
believe works well as it engages with the listener. Although the advert has very fast language
used which could make some listeners lose interest with the advert, in my opinion this works
very well. It lists the items which have been reduced, emphasising the price drop in Tesco
and makes this radio advert stand out from others.
Music & sound effects: The advert does not include any music or sound effects and just
has dialogue which I believe is very effective. It makes the message of the radio advert very
clear and concise, keeping the aim of the advert simple to the listeners. This means that the
audience’s attention is not distracted by anything other than what is being advertised.
Wonga advert: https://www.youtube.com/watch?v=yxdbu8b4ITk
Codes & conventions: The radio advert is 42 seconds long which is quite long, however
the fact the majority of the advert is a song prevents it from losing the listeners attention.
The song used on this advert is often used for advertising the Wonga website which makes it
familiar to the audience. The end of the advert gives the information that the advert is trying
to get across which is key because the audience will be listening to the advert due to the song
to hear this information. I believe this advert is very attention grabbing, making it a
successful radio advert which definitely stands out from other adverts. It also ends using the
company slogan, similar to the Tesco advert and also contains a music bed - both key
conventions of radio adverts.
Language & tone: This advert is very informal, using a song to keep the listeners
entertained. It is a comical advert which is not very serious yet still manages to get the point
of the advert across at the end. Although the advert is mainly sung it is still very clear and
easy to understand, allowing listeners to grasp the advert regardless. The voice over at the
end of the advert gives the vital information for the advert but is spoken fairly quickly which
seems quite rushed. However, this also prevents listeners from getting bored of listening to
the advert and ignoring the message so overall this is very successful.
Music & sound effects: The music in the background is extremely pleasant and positive,
making the advert very cheerful overall. The effect of this is likely that listeners will enjoy
listening to the advert and they are likely to remember the song. This is important as the

2. advert will remain in the listeners mind, making it very successful as it fulfils its aims to
catch listener’s attention. The song is still simple and clear to understand, repeating the
company's name to ensure that the message of the advert it put across well.
Alton Towers advert: https://www.youtube.com/watch?v=g86RPUZNbB0
Codes & conventions: This advert is 60 seconds which is very long but is still
conventional of radio adverts as some are much longer than others. The advert is meant to be
somebody advertising Alton Towers whilst on a roller coaster which is relevant as it is
advertising a theme park. This makes the advert very attention grabbing and interesting to
listen to rather than just hearing somebody present facts. At the end of the advert the
important information is presented which means the advert still gets the message they are
intending to put across out there.
Language & tone: The voice over throughout the advert is very clear but is still attention
grabbing and likely to keep the listeners engaged. It is very informal and chatty which is
relevant as it is advertising Alton Towers and also makes the audience more likely to listen to
what the voice over is saying. Some parts of the advert are difficult to understand due to the
advert being based on a roller coaster which could make the audience miss important
information. However, I believe this is what makes the advert very different from others and
why it is a good advert overall.
Music & sound effects: The sound effect at the beginning of the advert is the noise of a
roller coaster going up a hill which makes the advert very exciting. It only takes two seconds
for the voice over to begin which means the audience do not get bored and the advert stays
on topic. As the advert is based on a roller coaster there are screams in the background
whilst the advert is trying to get the message across. I would say although this makes the
advert differ from others it makes the information difficult to understand in comparison to
the other two ads I have analysed.