Commercial radio

Unit 45 – Commercial Radio Assignment

The main purpose of commercial radio is to overall, make revenue. One of the ways commercial radio draws the audience in is by using the seasons (seasonal awareness), for example: at Christmas, capital FM host the jingle bell ball every year; this helps to promote the specific radio station., as they gain audience involvement via competitions, the use of celebrity endorsement, call ins/texts and social media. 

In my opinion one of the most important purposes of commercial radio is audience invovlment as this engages the viewers. For example: Kiss does two hours a da where the audience can tweet or call any song they like. This is called Kisstory, they do this so the audience doesn’t want to hear repetive songs. So this provides variety. 

Another purpose of commercial radio is advertising. A radio station will use audio form of advertising in order to persuade the listener. An individual may be driving or in a different setting, which doesn’t allow the use of vision. For example: The company Think, uses their advertising by featuring a lot of rhetorical questions , and teaching the driver to slow down as this could potentially kill someone. The company did not have to use contact details as they are so well known. 

The first radio commercial I will be analysing is the Barndoes Austrailen tax appeal, radio commercial. The producer of this advert is Barndoes, release date was 11^thJune 2015. The style of this commercial is Shock 

The style of this commercial radio advert is shock, the reason this advert falls under the catrgroy of shock is because the adverts subject isn’t something the audience expects to hear on air as, which ultmily engages the lisners but more specifically  the parentsas this isn’t a subject thst is always spoken about. The advert mentions that the little boy Max has broke his legs by being throne against a wall, which therefore led him to not be able to walk again.

The structure of this advert is ‘one of’ as it’s talking about a specific case study (Max) and is not discussing any other childrens studies. 

The purpose of the Barndos advertisment is to sell a service; playing on your emotions by using a Shocking case study (max)  the advert is by giving us information such as contact number and website details. The also try to make us donate by giving us how much it costs. This all contributes to raising awareness of the brand. 

The use of sound bed features non digetic sound: 0.001 up until 0.13 the narrator introduces the topic. At 0.14 the digetic sound of the charater (young boy) is featured up until 0.18. the non digetic sound of the narrator continues from 0.20 until 0.29 and the commercial ends with digetic sound of nature with a mixture of school children, this can be heard form 0.01 up. Until 0.08. Additinonly from 0.04 up until the end of the ad features sound of mood music. 

Use of voice over muli-charater and narrator 

Slogan is used ‘barndoes’ 

Formal due to the nature of the subject

Accent autraien 

Relationship with the target audience formal but urgent relationship 

The persuasive techniques used is direct address as the narrator uses ‘You can help a child, you can…!’ this gains our attention by thinking us as the audience has done something wrong. Another persuasuive teqnique is the use of rhetorical questions as the girl narrator talks about ‘you could help a child like Max..’ with a soft mellow voice to make child abuse sound really sad this will therefore get to the audience emotions. 

Comes in to talk, this attracts the audience attension as this plays with the child inosence, this also helps with getting income as you fell saving chidren is th best thing to do. 

The mood music comes in strite away as this sets the tone of the. Tis is critical as music can control the way we perseve that pesific advert. The music starts at 0.00 and ends at 0.30 this holds your attention threwowwt the readio advert

Childs voice-

Mood voice-

Narrators direct appeal 

I think the ASA might have water shed this advert as this, the incendents they described for Max were more intence and didn’t think it was appropriate as it could cover some contriversal subjects like; sexual assult and domestic violence.

The second advert I will be discussing is a Dyson advert, it was released 23 March 2018. The style of the radio is

The style of this commercial radio is

The structure of the this







Points it focuses on is:

• Re-invented the vacuum 
• cord free 
• how powerful it is 
• its all in first person 
• technology