CREATING YOUR RADIO ADVERT : Recording the Voices

The best way of recording the voiceover content of your advert is  using Garageband on a laptop and recording in a quiet location such as R219 . Follow these instructions :


Print out enough copies of your script for your actors to use.


Log in to the laptop and open Garageband.


Create a new  recording project   ( click on microphone symbol)


 You should be able  to see that Garageband is ready to record your voice.


Press record and record  the voiceover content of your advert. You do not need to worry about gaps between the  content as these can be edited out later.


Save the project as an mp3  ( Share/Export song to  disk )
so you can use the audio on another computer and then transfer it to a USB, your user area or email it to yourself.

Creating an original product idea

You will be planning and creating  a  radio advertisement for  an original   product, service  or event .


First ,  plan and explain the following information  :



Brand ( original or existing brand)

Name of product

Type/genre

Essential information about purpose and nature of the product ( price,content,features etc.)

Unique Selling point

Similar products/services /events ?

Target audience for product

Logo and tagline for the brand/product if needed

Drawing / images/ description  of physical appearance of product if relevant







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ASSIGNMENT A: Analysing Radio adverts

Write a report analysing 3 different and contrasting radio advertisements  Your report MUST cover the following :

       

 ·  Factual information : e.g product , date of broadcast, agency or producer name
·      Message : explanation of content of advertisement , narrative or story of advert.

·       Style
     formal,informal,conversational,serious,simple,complex,nostalgic, aggressive,seductive etc.  , including if it fits into a radio station “house style “

·       Structure : one-off advert or part of series , use of any other media formats such as comedy, drama , etc.

·       Purpose : briefly choose, describe and evaluate its success: selling a product or service directly raising brand awareness, informational, promoting sales and special offers, increasing market share, links to any other products or programmes, raising income for radio station, seasonal  awareness raising

·       Use of sound bed : explain in detail , with timings ,the background sound bed, music, sound effects, sting ( short piece of music that is associated with the product)

·       Use of Voiceover : explain in detail , with  timings : single/multi voice dialogue, use of tag line ( slogan) , conversational or formal tone , accent,  age/nationality/class etc.,  links to and relationship with target audience

·       Persuasive techniques : explain in detail: Unique selling point , use of celebrity endorsement, repeated use of product name, price  benefits for customer, audience fears/desires 

  

       Level of distribution : local , national etc.

      Use of contact details and potential feedback from listeners e.g website , phone number etc.

           

                  Regulation :    Explain and summarise the types of  regulatory standards  your adverts would have to meet, using the sections of the  Advertising Codes created and enforced by the ASA.

          Using these codes, explain specific examples of possible legal or  ethical  issues ( at least one for each advert) that could apply to the products you are analysing. These should include ethical issues such as privacy, use of shock  tactics, age restricted material, use of children in advertising, and issues  of consumer protection such as misleading advertising.  For instance , if the advert had claimed that its product made 100% of its users look 10 years younger, this would be misleading advertising.

You should make reference to  a range  of detailed timed examples  from your adverts and critically evaluate and explain these examples.

WORD COUNT :  MINIMUM  800 words

DEADLINE  :  FRIDAY OCTOBER 19

MAIN TASK 2

Write a detailed analysis of  three contrasting radio advertisements : this must include  the following areas.



Style :  e.g formal/informal , serious/humorous , simple/complex, aggressive/seductive



Purpose of advert :   e.g selling a product or service directly raising brand awareness, informational, promoting sales and special offers, increasing market share, links to any other products or programmes, raising income for radio station, seasonal  awareness raising 


Audience ( e.g age/gender/interests)




Structure  :  one-off advert or part of series ,   single or multi-voice , tagline , sting , contact details such as email or website


Persuasive techniques : e.g Unique selling point , use of celebrity endorsement, repeated use of product name,  seductive/emotional language, hopes and fears of audience , special offers, price benefits, any other benefits for consumer


Use of Voice : single/multi voice dialogue, direct address of listener , accent,  characters in advert conversation / personality of voiceover, use of humour, tone of voice etc.

Use of sound bed : background sound bed including  sound effect, music,  sting , tagline, ocation or setting created by sound bed ,  emotions created in listener , mood or atmosphere created by sound bed , tone/ genre of music , balance between sound bed and voiceover /conversation



Regulation :  Briefly summarise a selection of the key  issues the Advertising Standards Authority  checks  in advertising in order  to ensure adverts are safe for broadcast. What areas of regulation and issues would each of your adverts have to consider to make sure they could be broadcast ?








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INTRO TASK 1

Write a detailed analysis of  two contrasting radio advertisements : this must include  the following areas.



Style :  e.g formal/informal , serious/humorous , simple/complex, aggressive/seductive

Purpose of advert :   e.g selling a product or service directly raising brand awareness, informational, promoting sales and special offers, increasing market share, links to any other products or programmes, raising income for radio station, seasonal  awareness raising 

Audience ( e.g age/gender)

Persuasive techniques : e.g Unique selling point , use of celebrity endorsement, repeated use of product name,  seductive/emotional language, hopes and fears of audience



You should analyse the advert looking at these two areas :


Use of Voice : single/multi voice dialogue, direct address of listener , accent,  characters in advert / personality of voiceover

Use of sound bed : background sound bed including  sound effect, music, 

    location or setting created by sound bed ,  emotions created in listener , mood or atmosphere created by sound bed , tone/ genre of music , balance between sound bed and voiceover

This should be completed by the end of the week  ( Friday September 14)

Radio advertising examples

LINKS TO RADIO ADVERTISING  EXAMPLES





UK  Radio Advertising monthly awards



More examples

http://www.radioville.co.uk/

http://www.ocado.com/content/html/radioAds.html
 

Assignment Introduction

You will be analysing the conventions and techniques  involved in radio advertising and then becoming familiar with the technical processes used in their production.

Following a range of practical and research tasks, you will then plan , record , edit and evaluate a radio advertisement for a specific client demonstrating your knowledge and skills.