Wednesday, 17 June 2009
Unit 44- Advertisement Production for Radio
Task 1: (P1, M1, D1)
Write an analysis of three different radio commercials.
APPLE TANGO;
Task 2: (P1, M1, D1)
Task 6: (P1, M1, D1)
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
The client whom we have decided to create a radio advertisement for is Simon’s Driving School, which can be categorized into the motor sector of radio advertising. The advertisement will be positive for Simon’s Driving School in various ways. Firstly, the advert will achieve company awareness. Our research into the company involved visiting the website on which we discovered a quote:
“By keeping our standards high we get most of our business from recommendations so we don’t have advertising costs”
Therefore by expanding his advertisement methods to radio we will be increasing the awareness of his company to the people who may not know otherwise. Even if the listeners do not require immediate lessons the option of using Simon’s Driving School will be available to them in their knowledge to recommend or use at a later date. Secondly, the advertisement will appeal to the primary target audience of PGFM, young adults aged 17-25. Due to this age bracket the listeners will legally be able to learn how to drive and as a result of this Simon’s Driving School may gain a larger service user base. The company will also appeal to the secondary target audience adults’ aged 25 upwards. In regards to this age bracket the audience may choose to book lessons for their younger family members.
Task 8: (P1, M1, D1)
Produce two proposals for scripts based in different two different styles and then report back to your client.
OPTION 1:
This option for the final advertisement will adopt a serious tone and is factual as it is solely based around informational advertisement conventions such as repetition. As a result of this the listener will be more likely to remember the name of the company, the sale information and also the contact information. The advertisement will be factual as its primary purpose is to inform therefore a large amount of facts such as pricing will be incorporated into the speech. The advert creates a pastiche by being similar to alternate adverts as it is trying to persuade the listener it is just as good if not better than other driving companies around the country. The advert is not seductive because of the style of advertising which we have chosen to use, however it is slightly aggressive due to the over use of repetition although this may be viewed as forceful it will be beneficial as this will help the audience remember the information. Examples of this include:
“You buy one, you get one free! I said you buy one you get one free!” and also “The Mortgage Point: Leeds 2343434. The Mortgage Point!”
Quotations such as “You SHOULD learn to drive with Simon’s Driving School” help to persuade the audience that they are doing the right thing by choosing Simon’s Driving School and will as a result benefit from making this choice. The overall style of the advertisement will be simple rather than complex and surreal as it is straight to the point to ensure that the audience understand the information which they are being presented with and can remember this.
We think that the advertisement would be played on Regional FM stations such as Galaxy, Real Radio, Radio Aire and Viking because these radio stations share the same target audiences as PGFM.
OPTION 2:
This option has an informal register as it is the opposite to option one, the format of the conversation mirrors an everyday situation making it more relatable to the listeners as they may be able to empathize with it. It is gossip-like and chatty which will make it understandable, as the listener is familiar with the set up. As there are a wide variety of ‘conversation based’ adverts on the radio this makes the advert adopt a pastiche format. The characters repeat the telephone number, which will give the audience another chance to take note of it. As a result of the advert being conversation based it will be simple as it mirrors everyday situations. The advert is not aggressive to help the audience relate to it, but is also not seductive because of the genre. The advert would be broadcast on Regional FM stations such as Galaxy, Real Radio, Radio Aire and Viking because these radio stations share the same target audiences as PGFM.
Task 9: (P1, M1, D1)
Complete first draft of script and then consult the client and document feedback.
OPTION ONE:
Do you want to start learning to drive? Not sure who to go with? Brand new driver with no experience? Or are you simply in need of a confidence boost to help you get back on the road?
Learn to drive with Simon’s Driving School, a well-established firm since 2001. Simon’s Driving School will help you develop and advance your driving skills in a professional but comfortable environment by teaching you the skills needed to pass your test and also how to be a safer driver after you pass your test. Areas that are covered for lessons and courses are based in West, East and North Leeds such as Farsley, Horsforth, Pudsey and Swinnow. If you live in LS28 or LS13 a one hour lesson will cost you just £16.
With reasonable prices such as a two hour lesson for £35, a beginners course lasting three hours priced at just £30 and a refresher lesson for drivers who possess a full license at just £20.
The best way to learn how to drive is to actually drive.
Learn in a practical way. Learn with Simon.
Contact us on 0113 219 1930, that’s 0113 219 1930.
Or alternatively on 07903 365738, that’s 07903 365738
OPTION TWO:
N: “guess what.”
A: “What?”
N: “I got my provisional license”
A: “Now you can learn how to drive!”
N: “Should be good”
A: “You don’t sound convincing.”
N: “I don’t really know who to learn with. There’s so many driving school’s out there. It’s really hard to choose.”
A: “Have you tried Simon’s Driving School?”
N: “Simon’s Driving School?”
A: “Yeah.”
N: “But how much will that cost?”
A: “I don’t really know. The information is on his website.”
N: “Okay. It’s probably www.simonsdrivingschool.co.uk isn’t it?”
A: “Probably”
N: “Alright. I’ll have a look later”
DRAFT ADVERT EVALUATION:
Task 10: (P1, M1, D1)
Complete final draft of radio script and print of sufficient copies for voice actors.
OPTION ONE:
Do you want to start learning to drive? Not sure who to go with? Or are you simply in need of a confidence boost to help you get back on the road?
You should learn to drive with Simon’s Driving School, a well-established firm since 2001. Simon’s Driving School will help you develop and advance your driving skills in a professional but comfortable environment. Areas that are covered for lessons and courses are based in Leeds. If you live in LS28 or LS13 a one-hour lesson will cost you just £16 if you start before Easter, yes that’s just £16!! And don’t worry if you’re from a different area, because Simon’s Driving School still offers reasonable prices so learning to drive won’t cause a financial breakdown.
The best way to learn how to drive is to actually drive.
Learn in a practical way. Learn with Simon.
Contact us on 0790 3365 738, that’s 0790 3365 738
OPTION TWO:
N: “Guess what.”
A: “What?”
N: “I got my provisional license through the post yesterday”
A: “Oh that’s great now you can learn how to drive!”
N: “I know. I’m really excited about it.”
A: “Are you sure? You don’t sound excited.”
N: “Well I am, it’s just I don’t really know who to learn with. There’s so many driving school’s out there. It’s really hard to choose.”
A: “What about Simon’s Driving School?”
N: “Simon’s Driving School? Isn’t that who your Sarah learnt with?”
A: “Yeah it is. She passed first time and really enjoyed learning with him.”
N: “That sounds like a good idea. But how much is that going to set me back?”
A: “Well at the minute he has an offer for people who live in LS28 and LS13 they can have an hours lesson for just £16.”
N: “Really? That’s miles cheaper than I thought it would be.”
A: “I think I have his number in my phone somewhere.”
-sound effects-
A: “His number is 0790 336 5738”
-sound effects-
N: “Okay so that’s 0790 336 5738?”
A: “Yeah that’s right”
N: “Great I’ll call him now!”
Voiceover: “Learn in a practical way. Learn with Simon."
Task 11: (P1, M1, D1)
Create a radio commercial for your client
Write an analysis of three different radio commercials.
APPLE TANGO;
This advert is humorous and is not based on facts, as the story is fiction. The advert is not nostalgic as it does not refer to past memories, it could be argued that the advert is pastiche as there are many humorous radio advertisements which the conventions such as the telephone ringing at the start of the advert may have featured in another advert. The plot of the advert is straight forward as the primary purpose is to entertain; this purpose is achieved by the humour, which is used in the advert. The advert is slightly aggressive throughout; this is because the characters are having an argument about who has stolen the can of Tango. However at the end the advert is slightly seductive as the woman at the end of the advert makes her voice have a smooth texture and steady rhythm and adopts a serious tone. This makes the advert funnier because of the juxtaposition between the two voices. The purpose of the advert is to raise the brand awareness as the advert is trying to persuade the listener to buy the product. Due to the fact that the advert is very informal I think that advert would be broadcast on a station such as Galaxy 105 in comparison to a station such as BBC Radio Leeds. There are two accents used, one is English and the other is Indian, this could be stereotypical against how useful Asian people are on a helpline or call centre. The sound effects help to add realism, for example the ringing of a telephone and also the scratchy voice signifies to the listeners which voice belongs to the telephone operator. As a woman's voice is stereotypically soothing and reassuring this is the reason why the advert producers have used male voices are this will achieve the aim of making the advertisement humorous as apposed to using a female voice to help promote the product.
GOLF ADVERT;
The Golf advert is a mixture of humorous and serious. This makes the audience feels less pressurised, as the advert doesn’t sound as dictating as it would if it were all-serious. The advert is informational as it describes the cars functions and advanced technology. The combination of different voices helps the car appeal to both males and females. There is a large amount of frequent repetition to enable the audience to remember the key information about the company and the actual product as well as. The advert is pastiche as other car adverts have used the same elements before. I would say that the advert is not aggressive but instead is rather laid back as is shows no immediacy but a factor of long term. The sound quality is outstanding which immediately helps the audience know that the advert is a genuine, professional product. Each voice has it’s own space as others do not interrupt or speak over each other. Another feature, which all the voices possess, are a steady tone, rhythm and texture. The advert uses a combination of other famous advertising voices, this therefore makes the advert a pastiche as it is using voices from other advertisements which they would have been paid a large amount of money to star in, however they are now been paid even more money to create a mock advert to promote a different product.
GUINNESS ADVERT;
The voice in the advert is high pitched because the voice belongs to a woman; the voice has a level volume with a smooth texture throughout. The rhythm of the woman’s voice rises approximately half way through as the woman is having a rant about her hectic daily schedule. This increases the pace of the advert and makes it quicker. The choice of microphones signifies that the advert is a professional product as the voice is clear throughout. The accent has Received Pronunciation, which makes it understandable for all listeners. The language register is mimed entirely at adults’ aged 18+ because this is the legal age to drink alcohol. The advert is humorous especially at the end of the advert when the woman says, “that’s when I killed him.” The advert is based on fiction as no facts are incorporated into the speech. The advert is not aggressive or surreal, however it mirrors the life of a housewife. The purpose of the advert is to raise brand awareness so that the audience are reminded that Guinness exists. The advert would be played on stations such as Galaxy and also National Radio Stations on the FM frequency such as Radio 1 and Radio 2.
Task 2: (P1, M1, D1)
Create two short commercials. Use a different style and purpose for each one.
ADVERT 1 SCRIPT:
RELENTLESS
Feeling tired? Need a burst of energy?
You should try Relentless. Relentless is an energy drink that gives you stamina, energy and sense of focus that you need. Exactly when you need it. Nobody ever said live would be an easy ride so drink relentless, be relentless.
ADVERT 2 SCRIPT:
MINI CONVERTIBLE
Ride with style in the Mini Convertible. With features such as a convertible roof, which can also act as a sunroof. This state of the art ride with luxury leather interior is the must have car this season. The updated hatchback Mini is distinctive and fashionable. The car may be small but it by no means inadequate. After all good things come in small packages.
FINAL RELENTLESS ADVERT:
FINAL MINI CONVERTIBLE ADVERT:
Task 3: (P1, M1, D1)
Explain how radio advertising is regulated and find out what and where the CAP Codes are. Then produce a short commercial, which breaks at least three of the CAP codes. And then write an analysis of which codes were broken and how.
The Committee of Advertising Practice (CAP) Codes are the rules, which advertisers and media owners have to follow. The codes include rules that state advertising must be responsible, misleading, or offending, and also incorporate specific rules that cover advertising regarding to children and also advertisements for alcohol, gambling, motoring, health and beauty, claims, medicines, environmental claims, gambling, marketing, prize promotions and financial aspects. By enforcing these rules an additional level of consumer protection ensures that the UK advertising standards are responsibly controlled.
CAP’s Non-broadcast Committee is the group that writes and put into effect the British Code of Advertising, Sales Promotion and Direct Marketing. The Committee covers the representatives of various advertisers, agencies, media owners and industry groups. All of these groups are responsible for maintaining the highest standards that must be kept to regarding advertising.
CAP’s Broadcast Committee (BCAP) is restricted by OFCOM. This committee attempts to maintain and update the codes of practice that rule TV and radio advertising. BCAP include broadcasters and representatives of broadcasters, which are licensed by OFCOM.
There are two sets of rules which apply to broadcast advertisements. One set of regards TV advertisements and the other set regards radio advertisements. However both of the sets, regardless of whether or not the advertisements is broadcast via radio or television, state that advertising shouldn’t mislead, offend or cause harm.
ADVERTISEMENT WHCH BREAKS THE CAP RULES SCRIPT:
“Easy now rude boy, ‘av you ‘erd about de new bad boy racer, wit de sick exhaust power? While mi bird is cleaning at home like a good wifey I’m cruising wit mi homies while smoking de good stuff, drinking de sweet beer n blasting de old skool reggae tunes. So wanna be a bad boy like mi in my bad boy ride spend ya dollar on a Isuzu Jamaica Car.”
FINAL ADVERT WHICH BREAKS THE CAP CODES:
HOW DOES THE ADVERTISEMENT BREAK THE RULES?
This advert breaks the CAP Codes in several ways. The advert is extremely stereotypical towards Jamaican men as it represents them to be substance abusers that listen to reggae music such as Bob Marley. The advert also stereotypes against females as it illustrates them as housewives who stay at home all day and cook and clean for their husbands. There is also mention of drugs as the male refers to “smoking de good stuff”, this is not acceptable as this material may be viewed as offensive. Another CAP Code, which is broken, is that alcohol is mentioned as he is also “sipping de sweet beer”. All of these factors do not express the highest standards, which should be met in regards to advertisement.
Task 3: (P1, M1, D1)
Extracting information from the video featuring the Chief Executive from Galaxy 105.
If a company approaches Galaxy with the proposal to have an advertisement to promote their company Galaxy 105 would take the action to advise the company to broadcast the commercial for approximately three months. The reason why Galaxy advises this is because it enables the advert to be played at different times of the day; as a result of this a range of people will be able to listen to the advert at different times of the day. Another additional reason for this is because the public need to hear the advertisement three out of four times to fully understand the concept and the preferred reading of the advert.
Galaxy 105 uses the pricing strategy CPT, which stands for “Cost per Thousand”. The strategy works when the price is negotiated by every thousand impacts. In terms of the CPT the definition of an ‘impact’ is the point when the advertisement is heard by somebody for the first time. Following this for every thousand times the advert is heard it the advert will then be priced. In order make the best out of the CPT the pricing factors will depend on the time of day the advert is broadcast, and also the amount of times a day the advert is aired. In reflection of this, based upon a typical average, the advert when assessed by the CPT would cost approximately £4000 a week. In addition to the cost of advertising, companies can also advertise in other ways but still be involved with Galaxy. For example through various sponsorships such as Travel News or alternatively online.
The sales panel at Galaxy 105 has been divided into selected regions such as Manchester which will help represent the radio station Galaxy to a range of different advertising companies. This means depending whereabouts a national company is located, if they wished to advertise on Galaxy 105 they would contact the representatives of where they are situated.
Task 4: (P1, M1, D1)
Choosing a voice over for a working men’s advert.
Choosing a voice over for a working men’s advert.
To be able to complete this task to a high standard, I visited www.thevoiceovergallery.co.uk to be given access to a wide range of voice over which I could use if making an advertisement. I used the search tool at the top of the page. I had to choose a gender, age, and accent I wanted for my advert.
Now a household name, Jenny’s ‘Essex Girl’ tones are well known throughout the UK. A lively nature, animated outlook and chirpy persona Jenny can turn her hand to sparkling enthusiasm while her grounded disposition and sensitive spirit allows her to be grave and sympathetic when required.
As the advertisement is aimed at working men I selected all the age groups (20’s 30’s 40’s and also the 50’s) and the gender as male. The voice which matched my requirement 100% was Darren Altman. I think using his voice would be beneficial because after researching previous advertisements that he has starred in it is clear that he has a good sense of pitch, timing, pace and intonation.
Task 4 Continued (P1, M1, D1):
Explain why a voice over is so important in advertising
Different voice overs are used for different adverts. This is important as they appeal to different people. For example, a deep, male voice would be used to advertise a horror film. Where as a happy, female voice would be used to advertise a household product. As stereotypical as this is, it does work in the world of advertising. The VW advert which uses many different voice overs to appeal to different things is extremely clever as it allows listeners to realize how advertisers work. Although the voices are used ironically, the advert works as it does in fact appeal to the different advertisements.
Task 5: (P1, M1, D1)
Explain the role of MCPS and PRS.
Already covered in other units.
Task 6: (P1, M1, D1)
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
The client whom we have decided to create a radio advertisement for is Simon’s Driving School, which can be categorized into the motor sector of radio advertising. The advertisement will be positive for Simon’s Driving School in various ways. Firstly, the advert will achieve company awareness. Our research into the company involved visiting the website on which we discovered a quote:
“By keeping our standards high we get most of our business from recommendations so we don’t have advertising costs”
Therefore by expanding his advertisement methods to radio we will be increasing the awareness of his company to the people who may not know otherwise. Even if the listeners do not require immediate lessons the option of using Simon’s Driving School will be available to them in their knowledge to recommend or use at a later date. Secondly, the advertisement will appeal to the primary target audience of PGFM, young adults aged 17-25. Due to this age bracket the listeners will legally be able to learn how to drive and as a result of this Simon’s Driving School may gain a larger service user base. The company will also appeal to the secondary target audience adults’ aged 25 upwards. In regards to this age bracket the audience may choose to book lessons for their younger family members.
Task 7: (P1, M1, D1)
Write up your clients’ brief. Explain the service or product they are offering, who they want to sell to and why.
Task 8: (P1, M1, D1)
Produce two proposals for scripts based in different two different styles and then report back to your client.
OPTION 1:
This option for the final advertisement will adopt a serious tone and is factual as it is solely based around informational advertisement conventions such as repetition. As a result of this the listener will be more likely to remember the name of the company, the sale information and also the contact information. The advertisement will be factual as its primary purpose is to inform therefore a large amount of facts such as pricing will be incorporated into the speech. The advert creates a pastiche by being similar to alternate adverts as it is trying to persuade the listener it is just as good if not better than other driving companies around the country. The advert is not seductive because of the style of advertising which we have chosen to use, however it is slightly aggressive due to the over use of repetition although this may be viewed as forceful it will be beneficial as this will help the audience remember the information. Examples of this include:
“You buy one, you get one free! I said you buy one you get one free!” and also “The Mortgage Point: Leeds 2343434. The Mortgage Point!”
Quotations such as “You SHOULD learn to drive with Simon’s Driving School” help to persuade the audience that they are doing the right thing by choosing Simon’s Driving School and will as a result benefit from making this choice. The overall style of the advertisement will be simple rather than complex and surreal as it is straight to the point to ensure that the audience understand the information which they are being presented with and can remember this.
We think that the advertisement would be played on Regional FM stations such as Galaxy, Real Radio, Radio Aire and Viking because these radio stations share the same target audiences as PGFM.
OPTION 2:
This option has an informal register as it is the opposite to option one, the format of the conversation mirrors an everyday situation making it more relatable to the listeners as they may be able to empathize with it. It is gossip-like and chatty which will make it understandable, as the listener is familiar with the set up. As there are a wide variety of ‘conversation based’ adverts on the radio this makes the advert adopt a pastiche format. The characters repeat the telephone number, which will give the audience another chance to take note of it. As a result of the advert being conversation based it will be simple as it mirrors everyday situations. The advert is not aggressive to help the audience relate to it, but is also not seductive because of the genre. The advert would be broadcast on Regional FM stations such as Galaxy, Real Radio, Radio Aire and Viking because these radio stations share the same target audiences as PGFM.
Task 9: (P1, M1, D1)
Complete first draft of script and then consult the client and document feedback.
OPTION ONE:
Do you want to start learning to drive? Not sure who to go with? Brand new driver with no experience? Or are you simply in need of a confidence boost to help you get back on the road?
Learn to drive with Simon’s Driving School, a well-established firm since 2001. Simon’s Driving School will help you develop and advance your driving skills in a professional but comfortable environment by teaching you the skills needed to pass your test and also how to be a safer driver after you pass your test. Areas that are covered for lessons and courses are based in West, East and North Leeds such as Farsley, Horsforth, Pudsey and Swinnow. If you live in LS28 or LS13 a one hour lesson will cost you just £16.
With reasonable prices such as a two hour lesson for £35, a beginners course lasting three hours priced at just £30 and a refresher lesson for drivers who possess a full license at just £20.
The best way to learn how to drive is to actually drive.
Learn in a practical way. Learn with Simon.
Contact us on 0113 219 1930, that’s 0113 219 1930.
Or alternatively on 07903 365738, that’s 07903 365738
DRAFT ADVERT EVALUATION:
- “There was too much information for the advert for me to remember.”
- “The music was a bit boring”
- “The voice quality was rubbish, I couldn’t make anything out”
- “The voices stumbled on the numbers”
- “Long speech”
After recording the advert and putting it together in the editing process we realised a number of flaws with the advert. Firstly, the quality was shockingly poor, the reason for this was because we were sat too close to the microphones as a result of this the sound quality became distorted and muffled. Secondly, we didn’t choose an appropriate music bed to fit the purpose of the advertisement; the music bed that we chose was not appropriate because it didn’t appeal to the primary and secondary target audience of the piece. Thirdly, we put too much information into the advertisement, this made that there was too much information for the listener to remember; the most crucial point of information is the phone number. Therefore as the voice over’s stumbled on the number, this defeats the objective of the advert. Another factor of the advert which is poorly done is that our voices on the voice over’s sound bored, uninterested and therefore this will reflect badly on the company and will discourage the listeners to phone Simon’s Driving School.
To overcome these obstacles we will ask a different person, preferably of the opposite sex, to record the advert for us. We will record using an individual sound recorder instead of the radio microphones to address the quality issue. In regards to the speech utterances and length, we will re-edit and cut the script and we will also brief the reader about how to alter his/her voice in order to sound professional yet interesting at the same time. It is crucial that we change the music to appeal to the target audiences but also to fit in with the style and tone of the advertisement as a whole.
OPTION TWO:
N: “guess what.”
A: “What?”
N: “I got my provisional license”
A: “Now you can learn how to drive!”
N: “Should be good”
A: “You don’t sound convincing.”
N: “I don’t really know who to learn with. There’s so many driving school’s out there. It’s really hard to choose.”
A: “Have you tried Simon’s Driving School?”
N: “Simon’s Driving School?”
A: “Yeah.”
N: “But how much will that cost?”
A: “I don’t really know. The information is on his website.”
N: “Okay. It’s probably www.simonsdrivingschool.co.uk isn’t it?”
A: “Probably”
N: “Alright. I’ll have a look later”
DRAFT ADVERT EVALUATION:
- “The voice over’s sound bored and uninterested”
- “I can barely hear what your saying because the quality is so bad”
- “There is no proper information given, just presumptions”
- “At times you can’t hear the music, but when you can it doesn’t fit”
- “Shocking sound levels”
After receiving our feedback for this advertisement we picked up on extremely obvious mistakes that are unacceptable. The main problem with the advert was that the fact the voices sound bored and ignorant, the script itself is poorly constructed and makes the listener immediately switch off from the advert as soon as it begins. The advert contains no factual information that defeats the initial objective of promoting why people should learn to drive with Simon’s Driving School. The sound levels are up and down throughout the advertisement which paired with the poor quality makes it armature and not worthy to be broadcast on live radio.
To improve the advertisement we will change the recording process, we will not be recording in the studio we will instead be using individual sound recorders in a quiet, sound proofed room to make the quality to a professional standard. We will create a new script based around the same idea but take onboard the criticisms to make the advert more informative and reflect a real-life, realistic conversation. To do this we will cut down the information to appropriate chunks and practice a more upbeat tone of voice to help the advert flow with the objective to mirror a real life conversation between friends. We will be more precise with our editing in terms of levels and sound and choose appropriate music to reflect what may be listened to in the background.
Task 10: (P1, M1, D1)
Complete final draft of radio script and print of sufficient copies for voice actors.
OPTION ONE:
Do you want to start learning to drive? Not sure who to go with? Or are you simply in need of a confidence boost to help you get back on the road?
You should learn to drive with Simon’s Driving School, a well-established firm since 2001. Simon’s Driving School will help you develop and advance your driving skills in a professional but comfortable environment. Areas that are covered for lessons and courses are based in Leeds. If you live in LS28 or LS13 a one-hour lesson will cost you just £16 if you start before Easter, yes that’s just £16!! And don’t worry if you’re from a different area, because Simon’s Driving School still offers reasonable prices so learning to drive won’t cause a financial breakdown.
The best way to learn how to drive is to actually drive.
Learn in a practical way. Learn with Simon.
Contact us on 0790 3365 738, that’s 0790 3365 738
OPTION TWO:
N: “Guess what.”
A: “What?”
N: “I got my provisional license through the post yesterday”
A: “Oh that’s great now you can learn how to drive!”
N: “I know. I’m really excited about it.”
A: “Are you sure? You don’t sound excited.”
N: “Well I am, it’s just I don’t really know who to learn with. There’s so many driving school’s out there. It’s really hard to choose.”
A: “What about Simon’s Driving School?”
N: “Simon’s Driving School? Isn’t that who your Sarah learnt with?”
A: “Yeah it is. She passed first time and really enjoyed learning with him.”
N: “That sounds like a good idea. But how much is that going to set me back?”
A: “Well at the minute he has an offer for people who live in LS28 and LS13 they can have an hours lesson for just £16.”
N: “Really? That’s miles cheaper than I thought it would be.”
A: “I think I have his number in my phone somewhere.”
-sound effects-
A: “His number is 0790 336 5738”
-sound effects-
N: “Okay so that’s 0790 336 5738?”
A: “Yeah that’s right”
N: “Great I’ll call him now!”
Voiceover: “Learn in a practical way. Learn with Simon."
Task 11: (P1, M1, D1)
Create a radio commercial for your client
Task 12: (P1, M1, D1)
Evaluate your radio advertisement for “Simons Driving School”.
The original aim of our radio advertisement for “Simons Driving School” was to persuade the listeners to learn how to drive with this company. The second aim of our advert was to inform the audience why “Simons Driving School” is better that other driving schools. I feel that both of these aims were successfully achieved because we incorporated facts into the advert and after the advert was broadcast Simon thanked us as he had more people wanted to learn how to drive with him. As a result of this we had confidence that we had met our purpose successfully. Another factor which reassured me that our purpose had being met was that after playing our advert to a group of people from both our primary and secondary target audiences the majority of the listeners said that they would be convinced to use Simon’s Driving Schools’ services.
We decided to adopt an informal, chatty mode of address that would appeal to our primary target audience of teenagers. The adverts plot mimics a day-to-day conversation between friends, one of the girls is confused about whom to learn to drive with and her friend tells her about Simons Driving School. The advert is simple and easy to follow so that people do not have to concentrate too hard on the message of the advert. The music bed of the advert is Garry Newman- Cars as the advert is about driving and the song fitted the theme of the advertisement. Unfortunately there were no people from ethnic groups in our advert, the reason for this was because there was nobody from a different ethnic group in my class, however if I were to produce our advertisement again then I would definitely include this as it would make the advert open to everybody.
As part of our research and preparation we analyzed and listened to many professional adverts from a variety of genres and themes, I feel that this paid off because we were able to create an advert of a professional quality by using techniques which would improve the quality of my piece. The sound levels of the advert were very good when the piece was in the software GarageBand. We recorded the advert using a voice recorder, this provided us with excellent quality because the microphone was a piece of professional equipment and therefore produced the best quality of sound. Overall I believe that the editing was to a very high standard as we did not have to alter the vox pop as me and Amie managed to complete the whole script in one take so try and make the advert run seamlessly. Although this was difficult to do it paid off in the end because there was no jittering or stop-and-starting.
In regards to the narrative of the advertisement we made the speech informal and colloquial phrases such as “your Sarah” were used to make the advert relatable to the listeners. Amie and myself ensured we spoke with clarity especially at the special offer promotion point and the telephone number as in our brief Simon stated that these were the most important points to get across.
I feel I have improved upon my editing skills using the GarageBand software because before I found it difficult to change the volume and pitch of the voices and I now have the confidence to do this. Amie Parkin and me worked together on the advertisement and we worked well as a team as we are already close friends and therefore understand each other but can still maintain a professional attitude to get the work done on time and to a professional, high-quality product. I feel that I was a good team member as I did an equal amount of paperwork and also divided up the editing section equally between the two of us.
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