Plan For Radio Advert

Planning my radio advert

The main purpose of my radio advert will be to get my audience to purchase the product which I am trying to get them to buy, which is my newspaper. Similar to the Guinness and Carphone Warehouse adverts I have decided to use multiple actors so that my audience can differentiate between each one and can feel as though they are part of the conversation. This will result in the audience member feeling like they are involved in a group and will hopefully persuade them to purchase my newspaper. Also as the radio adverts have been audience specific I will have to use this idea so that I stick to conventionality. In the advert by Guinness, they use a character which has similar features to the audience, such as; they are male, enjoy drinking beer and are hard at work throughout the day. The advert applies to the audience as in the advert, after being at work all day the actor grabs a Guinness from the fridge, this would attract the audience as they will also want to relax and have a pint after work.  As my target audience are young adults, who are interested in fitness and lifestyle, as well as general community activities, such as the painting competition, I have decided to do an advert between two actors which will be based on a conversation whilst out on a run or at the gym. I also noticed that the adverts I have researched are conversations between characters which have very different tones, in some cases it’s between a male and a female or a male and a machine, I think this helps the newspaper to target a much larger audience. In my radio advert I will have two actors so that I stick to conventionality and have a male and a female voice to reinforce this. 

As I have choose to have two actors, one male, one female I will have to create a script which will have a conversation that will appeal to the audience, I think the idea of having the scene at the gym would work prefect as in my newspaper I have a lot of content which is about health and lifestyle. 

By having my advert based inside a gym, whilst two people are having a conversation, I may use sound effects such as, backing music and the sounds of weights or gym equipment being used by my actors or other people. However  for the music, I would prefer not to use any which involves lyrics, just sounds as this may help to prevent confusion between conversation. To keep the main focus on my actors conversation, over purchasing, Portishead Post, I will make sure that the sound effects are kept at a low volume so that the audience can be more engaged into the selling of the newspaper rather then the music, but still feel as though they are present at the gym, involved in the conversation. 

To get these sound effects I will have to go to my local gym, Better Bodies and record members doing their work outs through a microphone, which I have at home. I will also record my backing music in this same way. 

Once I have collected my sound effects, backing music, backing sounds and the actors conversation persuading listeners to but my newspaper, I will create my radio advert through Garage Band, a software on the Macs. 

Radio Advert Research

Unfortunately in class I am unable to copy and paste links which can be opened, which are my examples of radio adverts as they're on YouTube, however when I will upload a few when I am on my own laptop.
I did get a chance to listen to a few radio adverts through, fm stations such as HeartFm and JackFM. I also went on a website called Radioville which is a company which makes adverts for radio stations. Their puff is, "the UK's biggest and best radio advertising agency." this indicates that Radioville is probably the best to do research on as they're said to be the biggest and best, this will help me create my own radio advert for my newspaper.
The adverts which they have made are for many well known companies such as, The Carphone Warehouse and Nationwide. They also do adverts for actual radio stations like, Digital Radio. By making a similar radio advert as Radioville I will be able to stick to the conventional way on radio adverts.
They usually make it a conversation between two or three people when their voices are very differentiated so you as the listener, can tell them apart easily. This is one thing I need to consider in my radio advert, as if I choose to do an advert with a few actors I will need to ensure that they have different tone of voices, or even not all the same gender so that my listeners can make a clear difference.
 
For example, in the Guinness advert, the main actor is a middle aged man with a cockney accent, this is a very stereotypical image for a person who drinks Guinness as it is known as a 'manly mans drink' meaning that its really set for the male gender. If a woman with a posh accent, Guinness would be targeting their wrong set audience as their audience is middle aged men who work and like to drink afterwards to relax. We see this when the actor says he has a "barman in his fridge" this implies that Guinness are trying to suggest to their audience that when they get home after their day of work, a pint of Guinness will always be there to help you unwind. The sound effect used in the advert of a piano playing in the background whilst the actor talks about Guinness could add a slight class to the advert and drink, however I believe that it is suppose to be like a piano which is being played in a old fashioned pub.
There is also the sound of a Guinness being poured from tap which can attract some of the audience to purchase one just through the sound. I believe that they added this sound effect for this reason, so that the listeners can imagine themselves having a Guinness poured for them, then drinking it. There is another actor in the advert which is played by a woman, which sounds as though she is quite informative and says Guinness's slogan,"good things come to those who wait", which suggest that the advert maybe played whilst the audience are at work waiting to go home, relax and have a Guinness.

Another radio advert produced by Radioville is for the popular Carphone Warehouse, in this advert there is a conversation between two actors. That of being the mobile phones voice, which is high pitched and seems to have a cold, while the other is the phones owner which is a irish man, perhaps a young adult because of the tone of his voice and that he is in a technology advert. There is not really a lot of sound effects in the advert which indicates what the actors are doing, unlike Guinness where you get the feeling that the actor is in a pub and getting a pint poured. In Carphone Warehouse advert it seems as though they're just conversing with each other and the listener, and could be anywhere quite. However the sound effect of the phone coughing firstly personifies it and implies that it is unwell, when in reality it would just be broken. The phone also speaks which reinforces that it has human qualities, "No really its a miracle" the cliche used emphasises that the Carphone Warehouse can fix any problem the audience might be going through with their own phone and this helps them relate to the advert.
When the actor begins to communicate with the audience he uses colloquial language to make the company seem relaxed and friendly, "They'll fix him there and then" the use of a cliche also helps to emphasise this. The actor also uses dialect to make the non emotional object seem as though it is a real alive thing, like a human, by using a personal pronoun. The use of emotive language and the phone being ill evokes sympathy for the phone from the listener which helps to create a imagine of the phone being "poorly".
Exaggeration suggests that the actor is trying to reinforce the fact that Carphone Warehouse give out a free phone if yours stops working, "The'll give me a brand new one", the longing out of the words "Brand new one" helps emphasise this as it is as though the actor can barely believe it himself and has to share this news with the audience as it is so surprising and great news.
The slogan is said by the actor near the end of the advert, "The Carphone Warehouse for a better mobile phone life" implies that the company think that they are the best for your phone. "Better mobile phone life" personifies the mobile phone, however by calling it a "mobile phone" reinforces that it is actually just an object, but because the company know that their audience will be close with their phone and feel as though it is something important to them, the company feed off this and make the phone seem more alive. At the end of the advert the mobile phone sings in a way in which makes the audience believe that it is happy and fix which implies that the Carphone Warehouse has cured it of it's illness.

My third radio advert that I researched is one for the new Yorkie Muffin. Although Yorkie is a brand which sales chocolate, they have also branched out to make a muffin, so that they are expanding and ensuring that their audience do not get bored of one product. It's clear through underlined exaggeration who Yorkie's target audience are, "It's not for girls" indicates that they aim at middle aged men (who may be sexist). The use of the advert only containing male voices also reinforces that they are trying to relate to their audience, as no women are mentioned.
The conversation is between two males, where one has kindly bought the other a Yorkie Muffin, "Got your paper, got you this as well", the use of colloquial language and slang suggests that the actors may be low educated but also implies that the relationship between the two are quite strong as they don't need to make prefect grammatical sense to understand each other. The sound effect used in the background is the sound of traffic and wind, this causes an imagine in the listeners head, in my opinion I think that it makes the scene seem as though it is in a building site, where the two men are on a lunch break. There is also the sound of one of the actors opening the packet for the Yorkie muffin which reinforces this but also gives the audience a mental image of the Yorkie muffin. When the actor who gives the Yorkie Muffin away, says that it is just a muffin, the second one spontaneously reacts with, "Just? just!? theres no just about it!" the exclamatory question indicates that by using hyperbole and repetition of "Just", the second actor is shocked that he has simply just called it a muffin and made no importance out of it. The pragmatics used in the tone of his voice becoming a higher pitch and the volume increasing suggests that he is trying to persuade the audience that the muffin is something that they should rage about and get excited about. This is also seen in the quote, "That's not a muffin Dave, that's love" which suggest that because the muffin is so valuable it's as strong as the bond of love, which will make the audience feel as though they are highly liked if someone purchases it for them. It also implies that if they purchase it themselves it will be the best thing they have ever had. The last line in the advert is a third voice which sayings "New Yorkie Muffins, from Nestle, classic muffins with a big heart" which tells the audience that the Yorkie muffin is made by Nestle. It also personifies the muffin by saying it has a "big heart" to suggest that it will make you fall in love once you try it. This will cause the audience to go out and purchase the muffin because they have made it seem as though the muffin is amazing and well worth while.      

The Portishead Post Advert Poster Design

Th image to the right is of a sample of my advert poster for my newspaper so far. I have adopted a similar idea to that of The Times, to have the background a darker colour to emphasis text and my future image, which will be of a man or female lifting weights, or doing some sort of fitness. I stuck to the conventional layout of planning on having my image in the middle of my poster in the same way in which The Times does because I believe that this will make it more apparent in what the poster is about. I also chose to go with the colour red in capitals to make an impact on my reader, as red is a very attractive colour and is very noticeable upon the grey background. This works in the same way when using the colour white for my masthead and information text. Although this differs to my actual newspaper, as I use the colour black for my masthead, I think using white helps it become more visible as it is a contrasting colour to black and grey. I have also kept in my masthead in the same place as my newspaper, top left, as I believe this would help the readers identify it with the newspaper.