The two radio advertisements that I chose to analyse were
Coca-Cola’s ‘Coca-Cola Diary’ and Lexus’ ‘Lexus Switch’.
Coca-Cola Diary Message
This advert has been made for the company Coca-Cola. Radio advert would be a good way for them to do this as lots of people use it such as in their cars or on mobile.The story of this radio advert is about an ice cube. The ice cube is to be chosen and be put into a glass of coke. At the end of the radio advert, the ice cube is finally picked and used.
Style
The style of this radio advert is humorous because the story is funny and creative and makes it stand out from other adverts. This radio advert can also be put under the style of fiction because throughout the whole advert, it is telling the audience the story of the ice cubes everyday life waiting to be chosen and be put into a drink. The style could also be seen as seductive because the voice in the radio advert is trying to communicate to the audience in a friendly way.
Purpose of Advert
The main purpose of this advert is to raise awareness of the bran Coca-Cola and try to get people to but their drinks and products. I would say that this radio advert is more about the brand rather than the actual product. This is because it doesn't mention their product during the majority of the advert because they want to raise the popularity of the brand further. Coca-Cola chooses to continue advertising their brand so that they can remain in the public eye and so that they send a message to their competitors The radio advert doesn't really use the techniques of informational, persuasive, sales and special offers or seasonal awareness.
Use of voiceover
The tone of the voiceover changes throughout the radio advert. At the start of the advert, the voice sounds boring and plain but as the advert comes towards the end it becomes more energetic and happy. The voiceover used is single tone as their is only one person speaking. The voiceover is meant to be the ice cube speaking and then his personality seems to change when its put into a glass of Coca-Cola. This is a unique way of using a voiceover in an advert because it makes it seem as if the product is actually speaking and usually in adverts this doesn't happen and the voiceover is just in the background.
Use of music bed
Music is only used in this radio advert at the end when the ice cube is finally chosen. The music used is up beat and happy to reflect the emotions that the ice cube is feeling. It was filled with excitement because it was someone actually picked it and this means that it wont have to carry on waiting. The use of this upbeat music at the end of the radio advert has been used as a way to persuade listeners to buy their product. The music could make viewers think that if they purchase a drink, their mood will change.
Persuasive techniques
The only persuasive technique that was used in this radio advert was the Coca-Cola song at the end. This song was used to make the listeners remember the advert and also remember the brand and the products they offer. Using only one persuasive technique could be a good thing for this radio advert because it could make the advert stand out to viewers in a more simple way as they wont be bombarded with loads of techniques that could make them dislike the advert and decide to not buy the product.
Lexus Switch
Messgage
This radio advert has been made for the car manufacturer Lexus. The content of the advert is the voice of a man that is narrating throughout the advert about the new car. Radio advert could be a useful and smart way for Lexus to get their message about their new car across to people because a lot of people would be listening to this advert in their cars. This means that Lexus would be meeting their target audience quickly and can then use this to persuade them into buying one of their new cars.
Style
I would say that the style of this radio advert would be formal. This is because the man is speaking in a formal manner to the listeners. This can also make the radio advert seem serious as the mans voice is lacking expression and enthusiasm. People may suggest that this makes the advert seem band or boring but I think that this could make the radio advert come under the style of being seductive. The men speaking in the advert speak in a gentle tone of voice and speak slowly so that they can persuade the listeners in a subtle way. Using seductive techniques could work to persuade listeners because they would find this advert better and easier to listen to than radio adverts when the voiceover is just shouting information towards them.
Purpose
The obvious purpose of this radio advert is to tell listeners about the new Lexus vehicle and to persuade them into purchasing one. The Lexus switch radio advert is persuasive and uses different techniques to do this. Halfway through the radio advert, the man who is speaking switches to another person that says "Did you notice that I'm not the same person you heard speaking at he start of the commercial, we switched". This is an effective persuasive technique for them to use in the advert because it makes the listeners pay closer attention to the advert and they will play the advert several times again to notice the change. Also, by saying "We switched", it makes relevance to the main point of the advert which is the Lexus 'Switch' and is being used as a way to make make listeners 'switch' cars. The radio advert also uses a bit of informational techniques to persuade listeners when the man says "High performance hybrids". This could make viewers feel as if their car isn't good enough and make them want to buy the new Lexus Switch.
Use of voiceover
In the voiceover of this advert, the tone of the people speaking doesn't change but stays continuous throughout the whole advert. At the start of the advert, the voiceover isn't using direct address and talking to directly to the audience but instead is just introducing the car and is talking about the informational facts about the new vehicle. Half way through the radio advert, when the voice changes, the man speaking begins to talk directly to the listeners. This would be an effective technique to be used because it would make the audience feel more involved with the advert. During this part of the advert, the person speaking is using a conversational tone towards the listeners and this could make them feel as if they are part of a conversation and this could be useful in persuading them into buying from Lexus. The use of voiceover in this radio advert was done in a smart way because when the people switched, it wasn't obvious because they sounded very similar and this would again have been used to make listeners pay attention to see if there was actually a change and they may have to keep listening repeatedly to notice the change. Also, the audience listening to the advert multiple times would mean that the message of the advert would stick with them and they would constantly be thinking about Lexus even after the advert has finished.
Use of music bed
In this Lexus Switch radio advert music is used in the background of the whole advert. I think that music was added to the advert to make it more alive and sound appealing to potential listeners. The music used in the advert is very calm and relaxing which could tell viewers that if they purchase the new Lexus, it will make them comfortable and make their lives easier and more relaxed. The use of this gentle music could also be linked to the style of the advert and it being seductive. The music stays continuous in the advert which could suggest that if you buy the new Lexus, your expectations would be met and that nothing would be different or changed.
Persuasive techniques
The main persuasive technique that I noticed being used in this radio advert was the repetitive use of the word "switch'. Although this was done subtly, it is still noticeable. This was used to get listeners to remember the word so that it will stick with them and every time they hear the word they will link it towards the radio advert. This was a good persuasive technique for Lexus to use in their radio advert as it makes the listeners remember what they have just heard.
Regulation guidelines
Regulation guidelines are rules that companies that are making radio adverts will have to follow to make sure that their adverts are not affecting people in a negative way. These guidelines were set up by the Advertising Standards Authority and if a company chooses not to follow them, they could face legal punishments. The most important things that the regulation guidelines state that advertisements should not be offensive to anyone, should not include things like photosensitive epilepsy, should not be misleading and shot not harm or put children at risk. The two companies which advertisements I analysed, Coca-Cola and Lexus have made sure that they have been working within these guidelines and that their advertisements do not violate them. These companies know why they have to follow these guidelines and do so because they do not want to put themselves at risk. If one of these did not follow the regulation guidelines, they would be putting themselves at risk and could damage their high reputation. Although, they have been careful to meet and stay in these guidelines, Lexus will haver to think carefully about their radio advertisement and consider that it may seem misleading which is a violation of the regulation guidelines. In the Lexus Switch advertisement, it states that the persons voice has switched but this could be classed as being misleading because the two voices sound very alike and it is very difficult to tell if they have actually switched.
No comments:
Post a Comment