This is a radio advert research that i have out together, to help my group and i to finalise our film, radio advert.

1. Radio Advert Research
By Amrit and Niluja.

2. Importance of radio adverts.
• A movie radio advert is as important as a trailer.
• Rather than giving a visual effect of the movie, listeners
are able to imagine what the movie includes, with the
only availability of audio.
• Within the 30 second advert, there is enough detail of
the movie to engage the audience.
• Adding on to the views of a trailer, a radio advert
attracts additional members and viewers for the movie.

3. Codes and Conventions
• Duration – 30 seconds
• Music – high/low diegetic sounds, including other.
• Dialogue (sound): quick shots of dialogue from the
production.
• Language – appropriate for demographics.
• Voiceover – loud and clear
- fun and engaging.

4. How many people listen to the radio?
• It is important to know how many people listen to the radio
and what time the radio is most listened to.
• When researching on peak times of the radio. One website
stated that;
‘New Arbitron-commissioned research shows AM/FM radio reaches 22% of adults 25-54 in the
half hour before the peak 1-2pm shopping period. That’s more than four-times the number who
are on the web and ten-times more than are using their smartphone. It’s also more than twice
those watching live TV.’
• This information is valid, it determines how many people
are likely to listen to the advert. This will also determine
how many new audience members the advert will gain.

5. Local radio
• It will be more helpful to distinguish whether
there is a local radio, which can ultimately be
a useful institution to consider when
broadcasting the radio advert.
• If a local radio is available, the advert is more
likely to play many times during a day. Which
increases the chances of appealing the
audience.

6. Voice
• Voice over- essential to make the advert more
engaging and promising.
• Voice will be powerful- preferably a male voice.
• Fun and engaging – draw attention of all ages. Without
making it seem too childish or monotonous.
• Preferably male voice – bold and loud (makes it more
effective)

7. Script
• To prepare for a radio advert, a script is very important to
have in advance.
• Organisation before the final recording is useful, this is
useful only with a script.
• Scripts have to be structured and in order for the individual
to practice.
• There should be a few drafts before the recording, and few
drafts of recordings, to make the final one perfected.

8. Ideas for script
• ‘coming to the cinema near you’ (near end of the
radio advert)
• Mention age certificate (15- near end)
• Narrative voice- summarise what is going on, but
do not give away too much information.
• Relevant theme background sound – contrasting
voice background.

9. Radio Advert
-Overview
Distinctiveness of
offering message.
(creative approach)
Important to offer relevant
information to the audience.
(i.e. mention age certificate
to engage specific audience)
Voiceover needs
to be entertaining
(enjoyable to
listen to)
Interplay
between logic
and emotion
Simplistic – not to give
too much information
to the audience.
Articulation – clear voice
to engage the audience.
Opening of the
advert- needs to
grab the audience
attention.
Sound elements enhance
message.
(cannot advertise the
film with sound alone.
Need dialogue from the
movie.
PEAK TIME=
5-9am
DURATION =
15-30 seconds long.