45.A Radio advertising Analysis.
Commercial radio is when a radio station gets revenue through advertising what is also referred to as radio adverts or commercials, playing a brands jingles or just mentioning them and subsequently getting paid for it. There is many different ways people try to make money using commercial radio but the main one and the main one I am going to be talking about today is by advertising.
The first advert I am going to be talking about is a Compare the Market advert about car insurance.
The Ad:http://mp3.radio-ads.co.uk/AdFinder/CompareTheMarket.mp3
This advert came out in late 2014 so this advert is quite old and Compare the Market have made many other adverts since this advert came out four years ago.
For the first two seconds of the advert there is a male voice informing the listener about car insurance and why you need a renewal quote. so this advert is a conversational advert. Then theirs a quick sound effect that sounds like a car crash that lasts less than one second long, the creator may have done this to alert the listen and get their attention with this quick sound that was not to be expected and this would catch the attention of the listener because of the quick change in sound from a calm male voice to the quick unexpected sound of something that is supposed to sound like a car crash.
The creators of the ad would have done this so that the listener; who may be in their car at the time of listening might be reminded to get insurance with this particular insurance company and from 11 seconds to 14 seconds they also feature another sound that is supposed to be a car crash to keep the listeners attention.
From 5 seconds to 10 seconds they have the same male voice that was featured at the beginning of the add talking again about why the listener should use Compare the Market and about how good their services are with happy and upbeat music dubbed over it.
The advert itself seems a bit dramatic in its style but the purpose behind the advert itself seems to be trying to talk people into getting car insurance with Compare the Market
The advert its self seemed quite successful as it was aired on Capital radio. In my opinion the advert seemed quite successful as it was trying to trigger drama with the car crash sounds effects that feature through out it would make people believe that or remind them that they need to get car insurance and that they should get it with this spicific company and this is the reason in my opinion why this advert would be successful and attracted listeners to get insurance with them giving the company (Compare the Market) and the radio station itself money and commission.
The use of voiceover within this radio advert is featured throughout and it is a male voice speaking a moderately posh or higher class accent and he is easily understood for the listener the mans voice who isn't named also talks in single dialogue to the listener and at the end he uses the Compare the Market slogan to remind the listener who the advert is from and to leave their jingle in their head.
The level at which this advert was distributed was on a national scale across the entirety of England, Wales and Scotland so this advert got a lot of publicity on a national scale
In this advert they also mention their company as "compare the market.com" so they are linking their website into the advert to draw the traffic from listeners into their website but the advert does not leave a phone number
The second advert I'm going to be talking about is a SwiftCover car insurance advert.
The Ad: http://mp3.radio-ads.co.uk/AdFinder/Swiftcover.mp3
The advert itself is more upbeat and friendly sounding compared to the Compare the Market advert where it has a very serious tone to it but this ad; what is only 22 seconds long has a song with a jingle going on throughout the entirety of it. This advert also came out in early 2017 so it is not a old advert but other adverts by this specific company have been released since then.
The narrator of the advert starts at 2 seconds and the voice is a males voice with a common accent and I think that SwiftCover may have done this because the advert was broad casted in London and the accent is from America and in my opinion the American accent is very friendly and they wanted the customers within London to relate with the advert and have it seem more personal and friendly for the consumer. From 14 seconds there is a British women accent that states all the informational facts for the rest of the advert because the male American accent would have got the attention of the listener then this other women's voice would have stated the facts to the listener.
The style of the advert is very conversational and they're talking to the listener in a friend like tone and in my opinion it fits into the house style of the radio station. The friendly music that is played through out also makes it fit into the house style of the advert because it is very upbeat and happy unlike the Compare the Market advert thats very serious compared to this SwiftCover advert.
The purpose of the advert is to try and enticing the customers to buy the car insurance with this specific company.
The sound bed is that through out the entirety of the advert there is a jingle playing in the background behind the narrators voices and some times there is a women singer singing a short song with a piece of music behind her about SwiftCover.
I hope that throughout this assignment that I have stated why I believe people use commercial radio and how these company use radio as an advert to sell their product.
The Ad:http://mp3.radio-ads.co.uk/AdFinder/CompareTheMarket.mp3
This advert came out in late 2014 so this advert is quite old and Compare the Market have made many other adverts since this advert came out four years ago.
For the first two seconds of the advert there is a male voice informing the listener about car insurance and why you need a renewal quote. so this advert is a conversational advert. Then theirs a quick sound effect that sounds like a car crash that lasts less than one second long, the creator may have done this to alert the listen and get their attention with this quick sound that was not to be expected and this would catch the attention of the listener because of the quick change in sound from a calm male voice to the quick unexpected sound of something that is supposed to sound like a car crash.
The creators of the ad would have done this so that the listener; who may be in their car at the time of listening might be reminded to get insurance with this particular insurance company and from 11 seconds to 14 seconds they also feature another sound that is supposed to be a car crash to keep the listeners attention.
From 5 seconds to 10 seconds they have the same male voice that was featured at the beginning of the add talking again about why the listener should use Compare the Market and about how good their services are with happy and upbeat music dubbed over it.
The advert itself seems a bit dramatic in its style but the purpose behind the advert itself seems to be trying to talk people into getting car insurance with Compare the Market
The advert its self seemed quite successful as it was aired on Capital radio. In my opinion the advert seemed quite successful as it was trying to trigger drama with the car crash sounds effects that feature through out it would make people believe that or remind them that they need to get car insurance and that they should get it with this spicific company and this is the reason in my opinion why this advert would be successful and attracted listeners to get insurance with them giving the company (Compare the Market) and the radio station itself money and commission.
The use of voiceover within this radio advert is featured throughout and it is a male voice speaking a moderately posh or higher class accent and he is easily understood for the listener the mans voice who isn't named also talks in single dialogue to the listener and at the end he uses the Compare the Market slogan to remind the listener who the advert is from and to leave their jingle in their head.
The level at which this advert was distributed was on a national scale across the entirety of England, Wales and Scotland so this advert got a lot of publicity on a national scale
In this advert they also mention their company as "compare the market.com" so they are linking their website into the advert to draw the traffic from listeners into their website but the advert does not leave a phone number
The second advert I'm going to be talking about is a SwiftCover car insurance advert.
The Ad: http://mp3.radio-ads.co.uk/AdFinder/Swiftcover.mp3
The advert itself is more upbeat and friendly sounding compared to the Compare the Market advert where it has a very serious tone to it but this ad; what is only 22 seconds long has a song with a jingle going on throughout the entirety of it. This advert also came out in early 2017 so it is not a old advert but other adverts by this specific company have been released since then.
The narrator of the advert starts at 2 seconds and the voice is a males voice with a common accent and I think that SwiftCover may have done this because the advert was broad casted in London and the accent is from America and in my opinion the American accent is very friendly and they wanted the customers within London to relate with the advert and have it seem more personal and friendly for the consumer. From 14 seconds there is a British women accent that states all the informational facts for the rest of the advert because the male American accent would have got the attention of the listener then this other women's voice would have stated the facts to the listener.
The style of the advert is very conversational and they're talking to the listener in a friend like tone and in my opinion it fits into the house style of the radio station. The friendly music that is played through out also makes it fit into the house style of the advert because it is very upbeat and happy unlike the Compare the Market advert thats very serious compared to this SwiftCover advert.
The purpose of the advert is to try and enticing the customers to buy the car insurance with this specific company.
The sound bed is that through out the entirety of the advert there is a jingle playing in the background behind the narrators voices and some times there is a women singer singing a short song with a piece of music behind her about SwiftCover.
I hope that throughout this assignment that I have stated why I believe people use commercial radio and how these company use radio as an advert to sell their product.
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