The radio advertisement was originally 89 seconds long but was shortened to 48 seconds by cutting unnecessary information and keeping only critical details about the product. Recording went smoothly through cooperation within a three-person group, but one take had to be re-recorded due to a slight echo. The advertisement used rhetorical questions, repetition of the product name, catchy music, and humor to engage the target audience. Voice and video editing software facilitated the creative process and taught new skills. Sound effects and background music were used strategically to convey the dog-based product, while avoiding playing voice and effects simultaneously for clarity. The advertisement represented Koreans through negative stereotypes about eating dogs, which some feedback said would limit its popularity worldwide due to cultural norms.

1. Radio Advert Evaluation
Nick Woolford

2. What creative decisions did you have to make to solve problems
and how did this depart from your original plan?
• Our radio advert was 89 seconds long and we had to
find a good cutting point to get rid of some content.
We managed to reduce it to 48 seconds. We cut out
the unnecessary information and only keeping the
critical need to know facts about the product. Our
original plan was to have feedback from the
customer in the advert but it was too long for a
radio advert and we would have lost the attention of
our audience.

3. Both individually and working with others how did you
work and what challenges did you face?
• I worked in a group of three and we communicated
ideas well and used our time efficiently, by recording
as quickly as possible while keeping the quality high.
• The first recording had a slight echo so we had to
record again so the quality would be better and the
advert would be clear and easy to understand to for
our audience.

4. What advertising techniques did you use to hook your
intended target audience?
• Adverting techniques used were, rhetorical questions
to make the audience think, repetition of the name
so the audience had no doubt in what the product
was and catchy background music intended to make
sure the audience remember the advert but to also
catch their attention straight away. We also used
humour as a way to involve our target audience
more.

5. How did technology enable the creative process? Was it difficult
to use any of the equipment and did you learn any skills?
• We used a voice recorder which I gained skills in
using for example where to record sound to get as
little background noises as possible but also to
prevent distortion and echo's. To edit the sound and
put it together I used Sony Vegas which made it easy
to add sound effects, and cut out any background
noises or mistakes.

6. What conventions of radio adverts have you
used or not used and why?
• Sounds effects, such as dogs barking, I used this
because the product is dog based and a barking dog
enforces this. Bedding track, for some background
atmosphere to make the audience feel excited and
therefore want to buy the product. I used crossfade
for the sound effect of the dog barking to the voice
over because if they were playing at the same time it
would have been difficult to listen to what’s being
said.

7. What or who are you representing in your
advert and how?
• We are representing Koreans with the
stereotype of that they all eat dogs and the
idea of them being a pet is abnormal. It is a
negative stereotype because some Koreans do
have dogs as pets. We are also stereotyping
the accent of the Koreans because we are
acting as them and so we are using the typical
Asian accent.

8. What feedback did you get and did this help you realise
anything about your product?
• Some feedback we got was that the advert would not
be very popular around the world because most
countries think that eating dogs is wrong and they
should be only kept as pets. Other feedback was that
the voiceovers were very clear and easy to
understand and the bedding track working well with
the voiceovers and sound effects.