This radio advertisement for the Smart car uses several techniques to appeal to listeners. It asks why someone would drive a Smart car before listing its benefits - low emissions, no road tax, and good gas mileage. Positive language describes the car as enjoyable and roomy. It also rhymes that the car "goes like a rocket" and leaves "change in your pocket." The ad closes by providing a contact number to schedule a test drive.

1. http://www.youtube.com/watch?v=mtllbbD9TZI&feature=related
Smart car Radio Advertisement
- The radio advert is a stereotypically 30 seconds long matching traditional
timing conventions of a radio advertisement.
- Post the question at the beginning ‘So why drive a smart car?’ stating the
question listeners would ask (what does the product do for the consumer,
how will they benefit from the purchase)
- The definite adjective ‘the facts’ state the following elements of the car are
genuine suggesting the advertisement hasn’t a bias opinion.
- ‘They low on emissions and zero road tax with great miles per gallon to
take in your stride ’ listing the benefits to potential buyers’ (radio
audience).
- Euphemisms and positive descriptive language such as ‘great’ ‘enjoying’
‘sheik’ ‘fun’ and ‘roomy’ to describe the product. Expressing a positive
view of the item to listeners, assuming the smart car will bring the
audience ‘enjoyment’. Also adding additional information about the cars
‘roomy’ interior.
- A simile is also used to compare the car to a rocket ‘goes like a rocket’, due
to a rockets extreme speed.
- Rhyme is also used to attract listeners ‘goes like a rocket, the economy is
so good there’s change in your pocket’. The quote also suggests customers
will be saving money due to the car being economically friendly.
- The advert ends with providing the audience with a contact number for
the company ‘Call smart of Exeter on 08448227304 to book your test
drive’. Supplying listeners’ with a contact number allows them to not be
feeling forced into the situation. There is an open invitation to go for a test
drive directed at all listeners.
- Personal pronouns such as ‘you’ and ‘your’ are also used throughout
showing the advertiser addressing each and every listener directly. Making
the advert more personal to the audience.
- The relaxing back ground music allows the audience to keep calm and not
feel panicked to make a decision on the spot whether to invest. Also the
cool calming music suggests the car itself will relax the buyer.
- The over voice of the advertiser expresses a regional dialect from America
as Americans’ give off a cool carefree attitude similarly as the car is
presented as to the audience.

2. - Over exaggeration on vowels are used by the advertiser to expressing the
attractive script advertising the car. Following the conventions of a radio
advert to attract people to purchase.