The Alton Towers advert is clearly a job advertisement for young adults. The advert creates an immediate professionalism as an iconic, recognisable voice is used. It’s a low-pitched masculine voice with a Received Pronunciation accent. However the overall tone of the advert is friendly and light-hearted. This is created by the ambience of a rollercoaster.
A theme park is a fun friendly place, a perfect location for an exiting job advertisement. The ambience of the rollercoaster works in sync with the tone and pitch of the voiceover and the voice changes as the ambience sends the rollercoaster down a decline. This creates the light-hearted tone
The quality of the product is very professional, as the voice levels are perfect. The voiceover is very clear and the ambience is at a lower level. You can even hear people screaming which reinforces our idea setting and the atmosphere of excitement. .
In terms of culture codes, the accent and dialect is juxtaposed against the location. This is because you wouldn’t expect a well-spoken man to ride a roller coaster and give the audience employment information. The use of the well-spoken RP accent creates humour, which will appeal to the primary target audience of young adults.
Eric France
The Eric France advertisement has a Primary target audience of male tradesmen. Every technique used helps the advert appeal to its target audience. The voiceover used has a soft, sensual pitch and a smooth seductive tone. This will appease a male’s desire.
In terms of context, sexual innuendoes are used in order to attract the audience. Terms such as “ bulging sacks” and “ bursting to unload” are amongst these innuendoes. Even “ huge 20% saving” has the same effect as the emphasis on the word huge creates the emotion. The repetitions of the effect along with the throwing of the voice all help attract men to the scrap yard. There is also a comedy to the script. Sentences such as “Bulging sacks full of valuable scrap” metal, have a comedy to them, as the “bulging sacks” is a sexual innuendo so the “full of valuable scrap metal” uses juxtaposition with the sentence. Also the sentence ending is spoken at a faster speed. This is so it’s over quickly, returning the men to their fantasy.
Along with voice over’s, a non-diagetic music bed is used in the genre of Burlesque. This continues the genre of sexual and seductive. Burlesque is a flirty type of dance, perfect mood for this advert.
The advert it’s self has to repeat these effects in order to grasp its audience quickly. This is because scrap metal prices will drop so this advert will only be on the air for a short period of time.
Finally, the music culminates towards the end. This connotes that weighing your metal in is the exiting part and it’s making you act on your desire. The closing sentence “get weighed in” is a metaphor, which again had sexual gestures to it. This is a great closing sentence.
Hamlet Horse-racing
The advert is humorous because its ironic as horse racing commentators generally talk fast and in a serious standard tone. This is subverting the stereotype of a horse-racing commentator. The names of the horses are commonly recognized rhymes that are usually tongue twisters, signifying that in the style of a normal commentator who speaks quickly, it would usually be tricky to say. It is a fictional advert because it doesn’t contain any actual facts apart form the name of the cigars, this connotes that the cigars are not a serious product, but people have them for pleasure. This is also a pastiche as at first it refers to horse racing, and makes fun out of the difficulty of commentating. This signifies that it is a fun product.
It is a complex advert, as you need to be able to understand the sport and the difficulty of commentating to understand the joke. It is also complex because the voice over actor would have had to practice their speech a lot of times to enable it to work properly. Because the advert only refers to the brand and not a particular product and doesn’t include dates or sales, this means that it will be a long-term advert.
Task 2: Create 2 very short commercials (15 seconds) use a different style and purpose for each one. Try and make the style and purpose very obvious and specify which type of radio station you will be advertising on and why?
Santander
Galaxy has a sales team that is divided up in order to sell the radio’s airtime. They have three main teams. One of which works in London. London being a capital city, attracts potential advertisers from all over the world therefore the London team are responsible generally for National and international advertisers. The second team is also responsible for National campaigns. Finally they have a Yorkshire team which focuses on local campaigns such as Car dealers and nightclubs. When adverting its important that galaxy identity its key demographic which is people in there 20’s.
An intentional company like coca cola wouldn’t waist time on local advertising therefore would be more likely to advertise using national campaigns. For Coca Cola to advertise on Galaxy they would be most likely to contact the Galaxy Advertising agency that would then contact The Galaxy London team.
Pricing is a key factor when selling advertisement slots. Its important to establish how many people the advert will reach before discussing a price. In order to do this Galaxy works to a CPT plan, which stands for price per thousand. They work out how many people listen and how often they listen. They have an average to work to that is 1 million people for 8 hours a week.
Galaxy can charge a range of prices for there advertising slots. They change the same price for national adverts as they do for local advert and also work to different checkpoints in order to arrange the right price. These points include credit rating, the length of your campaign and weather or not you’ve used galaxy in the past. For a first time advertiser to put an advert on galaxy it would cost on average £4000 per week over a three-month contract. They also advise you to budget 15% of that in order to produce the actual advert, Galaxy can also product your advert for you.
Galaxy advises customers to advertise for three months minimum. This is because they understand the value of repetition on an audience and notice that it’s important to replay your advert in order for the repetition to have effect. They also need to work out the best times to play the advert in order for it to reach your demographic. In order to do this they carry out both demographic and physiographic research on their audience.
Finally at Galaxy there is more than one way to advertise. As well as having an actual advert you can raise your company’s awareness by sponsoring shows, news and weather for example. Also, you can sponsor specific sectors of the news such as showbiz and traffic and travel. Finally, Galaxy has developed like most companies to the level of having it’s own website. This is great for advertising as you can have a visual advert on there website.
Most music agency’s purchase copyright on all music produced by their artists. These copyright laws mean that TV and radio stations can’t play an artists music without purchasing a specific licence. That is the underling role of PRS. PRS sell licences to TV and radio and ensure that the correct amount of money is rewarded to the artists for their contributions to music. Without this licence a radio station can’t play music produced by artists who have purchased copyright. The station will be likely to get sued for the breach of a copyright contract and there can be serious consequences. PGFM Will need a radio licence lasting the duration of its broadcast.
The voice-over we have chosen is 'Southern Irish Voices - Male, Adam Fergus' we have chosen this specific one because with it being a beer advert, the target audience is mainly male and a male voice fits better than a female voice for this particular type of advert, especially because it's aimed at working men. The reason we chose a 'Southern Irish' accent is mainly because there is a stereotype of Irish men being known as heavy drinkers. Also this particular voice has quite and upbeat tone to it adding the affect of fun to the character and the advert.
One of the main uses of voice-overs in radio advertising is if you recognise the voice from a previous advertisement then you would feel more comfortable, and maybe more likely to try out the new product(s) they are trying to sell. Also if you recognise the voice-over it might give you the impression that the company advertising is a bigger and better company that can afford the best voice-overs, in this case they have used 5 or more of the most popular or most well known speakers, this gives us the impression that they are a successful company that you should trust and buy from. 
Task 6: Identify a client and the sector your client is working in.
Describe in no more than 200 words how radio advertising can have a positive effect on your client’s business.
My client is Bespoke Construction Yorkshire Ltd and it’s a private limited company that currently advertises in the Thomas local but receives most jobs through positive word of mouth. This advertisement slot will be positive and prosperous for Bespoke Construction, as the advert will be played across Leeds, which is where the company operates. Also, this will give bespoke an advantage over similar company’s in Leeds who share the same goals. As there contributing to a student radio station, it will give the company a generous public image and they’re contributing to a charitable cause and also helping with the development of young people, a very expensive sector of the labour party. As we are in a recession, people put off renovating houses and having extensions so if this advert is played across Leeds it may trigger a need to act on the desire to have a renovation done. The best times to advertise are in rush hour. The reason for this is that during rush hour, homeowners are under a lot of stress. A radio advert about a building company would help them picture their dream home. Thus encouraging them to act on their desire.
Task 7: Write up your clients’s brief. Explain the service or product they are offering, who they want to sell to and why. You sshould set out your brief in the same way as the example posted below.
Millennium Media marketing and communications
Client Brief
PROFECT:
Radio Advertising for Bespoke Construction Yorkshire Ltd
Prepared by: Connor Rutherford 07888691658
Millennium Media marketing and Communications
Mount Pleasant Rd, Pudsey, Leeds, LS28 7ND
Bespoke Construction is a Building and renovation service.
This advert is aimed at new and old Bespoke Customers.
The ad has to appeal to new and previous customers and aims in order to quote new jobs showing the company’s offers competitive prices. The company hopes for quotes to be accepted therefore conducting more work between June and December 2010. This could lead to the company expanding involving more subcontracting.
The ad will be aimed at people in and around Leeds who have enough money in order to improve their home.
The primary target audience for this ad is people aged between 30 and 60. The reason for this is that research has been carried out concluding that the average age to star a mortgage is 34. People who own their homes are more likely to renovate.
Also the ad will be aimed at other people in the construction field that are looking for subcontracting work.
Bespoke construction is a bespoke service that customizes it’s self to meet customer expectations.
Bespoke is a local successful business with a solid reputation in the community.
Competitive quotations are important in difficult economic times.
Logistics are important. Bespoke has a firm supplier that delivers to most areas of Leeds. These delivery charges will not appear on a customer’s quotation.
Bespoke is also an economical investment in the local community as it employs local people.
Possible detail
Customer insights: Vox-pots and previous customers giving possible feedback.
Description of brand personality: Quality building, competitive prices, a bespoke service.
Your way is our way…
Quality and community…
Mandatory Details:
0113 2572642
07962217774
HSBC Registered builders
Corgi registered boiler and fireplace fitters.
C and G registered Electricians.
CSCS Registerd
FULLY QUALIFIED IN ALL AREAS.
1 play per day = £10
3 plays per day = £20
5 plays per day = £30
Task 8: Produce 2 proposals for scripts based in different 2 different styles and then report back to your client.
1
Ambience:
(Building site, the sound of diggers and workers communication)
John (Deep, Masculine, Powerful):
I used to be a Contracts Manager on a building site working for money-obsessed businessmen. But, that’s not why I joined the trade.
Ambience:
(Building Site fares out. Soft cheerfully music)
John:
Now I’m self-employed, doing real jobs for real people. Specializing in extensions and renovations. Get a quote today on 07962217774. Bespoke construction, your way, is our way.
This advert uses a serious tone and is factual. It referrers to past times and uses them as a comparison to the present using juxtaposition to signify the changes that have occurred in order to reach a chosen profession. The change in profession shows a passion for the area of the industry that you’re now working in and adds belief to the tagline. “Your way is our way” It is an original piece and does not contain repetition as repetition would result in a longer advert. It is obviously single strand and the dialog is very easy to follow due to changes in ambience representing changes in scenes. The advert is very calm and adds no pressure to the listener. Finally the advert uses personal relationship as you can relate to the builder as a normal working class man who will treat you with respect as you are at the same level in society.
2
Ambience: (a car screeching to a halt followed be shattered glass)
John: (deep, Masculine, powerful)
Have you been injured in an accident at home or at work, that wasn't your fault?
Ambience: (ambience ends)
Producer: (weak and powerless)
err, guys, t-t thats the wrong script
John: well wheres the scrip then?
Producer: Its just there, on the side.
John: oh, Forget it, need a builder. Call 07962217774, HSBS registered, always putting the customer first. Bespoke Construction, your way is our way.
This proposal is on a less serious note. It subverts the stereotype of a producer as the producers voice is heard and a conversation occurs between the actor and producer. This adds comedy as its making the advert seem unplanned and unprofessional. However, it ends on a serious note with facts about what's being advertised. These facts include the name of the company, the telephone number and uses the company tag-line, your way is our way. It uses a straight forward single strand narrative has ambience throughout.
Task 9: Complete first draft of script and then consult the client and document feedback.
My client liked the idea of my second proposal as he found that the opening comedy adds a cheerful tone to the advert making the company seem genuine and down to earth. This will help him to establish relationships with the customers as they will see him as a genuine working class man.
Ambience: (a car screeching to a halt followed be shattered glass)
John: (deep, Masculine, powerful)
Have you been injured in an accident at home or at work, that wasn't your fault?
Ambience: (ambience ends)
Producer: (weak and powerless)
err, guys, t-t thats the wrong script
John: well wheres the scrip then?
Producer: Its just there, on the side.
John: oh, Forget it, need a builder. Call 07962217774, HSBS registered, always putting the customer first. Bespoke Construction, your way is our way.
Task 10: Complete final draft of radio script and print of sufficient copies for voice actors.
After submitting the first draft to my client he brought to my attention that the draft didn't contain much information about the company and what type of building work the company undergoes. On that note we amended the script together and came up with this as out final draft.
Ambience: (a car screeching to a halt followed be shattered glass)
John: (deep, Masculine, powerful)
Have you been injured in an accident at home or at work, that wasn't your fault?
Ambience: (ambience ends)
Producer: (weak and powerless)
err, guys, t-t thats the wrong script
John: well wheres the scrip then?
Producer: Its just there, on the side.
John: oh, Forget it, my names john and i'm a self employed builder. If your planning an extension or any other building work for that matter then call 07962217774, HSBS registered, always putting the customer first. Bespoke Construction, your way is our way.
Task 11: Create a radio commercial for your chosen client.
Well done - a really positive start with good contributions in class. Your work is thorough and detailed.
ReplyDeleteTarget
To reach the distinction standard you need to apply narrative theory to the radio drama and use the terms 'signification' and 'connotation' that you applied in Y11.
Mr Burkinshaw
Excellent sound clips - thorough and detailed preparation. Your level of independence and technical skill is impressive.
ReplyDeleteTargets
Just a little rephrasing in the analytical tasks - see me to help you with this.
Approaching Distinction - well done