Radio Adverts Research

After searching long and hard, I again found it difficult to track down radio advertisement on any newspaper, let alone a local newspaper, therefore, I feel researching into other successful radio adverts would be the most viable and helpful option.

Radio Advertisement 1: More Than 'Courtesy Car'
The first thing than you notice is the distinctive voice in both its TV adverts and it's Radio adverts which makes it extremely memorable.

The script/sound is as follows.

• Opens with a piece of classic music. 
• SFX: A car motor.
• Main narrator: When you wrestle a gorilla, you don't stop when you're tired; you stop when the gorilla's tired. 
• (The car motor and music stops.) 
• Main narrator: That's why, if you have a prang and your wheels just aren't turning,
• (classic and inpiring music plays) 
• Main narrator: the good folks at More Th>n could send you a courtesy car within two hours.
• (The car motor starts again.) To find out more, visit morethan.com. I'm More Than Freeman, thank you for listening.
• Second narrator: Excludes Northern Ireland. Offer may be withdrawn at any time. Terms and conditions apply. Comprehensive cover only using our recommended repairers. Excludes total loss.

Length 

The advert is also only 30 seconds long, something I will consider when creating my own advertisement  as too short will mean a lack of information, but too long will mean bored listeners and a lack of interest.

Script

There is a metaphor at the beginning of the advert which draws the audience in as they are keen to know what this gorilla has to do with anything. There is also the use of a personal pronoun 'you' to directly address the audience and let them put themselves in that situation. 

Sound

The music plays not only adds a sense of drama but also is important in not letting the audience get bored, along with the SFX, therefore I feel I should include both of these in my own advert to sound effective and professional. The end of the advert with terms and conditions, however boring, is also important as it gives a sense of legitimacy to the company and is therefore something I should bear in mind also. 

Radio Advertisement 2: Cravendale 'Cats with Thumbs'

For anyone that knows the advert, it is clear this links to the TV advertisement with a similar stock even, having cats with thumbs. This is an important advertisement technique as it gives the brand a recognisable slogan and campaign, something that will be important when I create a poster along with my radio advert, as I will have to continue a similar theme with the two of them.

The script/sound is as follows.

• Main Voiceover: Why do cats stare when you're pouring milk? Scary the way they watch. It's like they know it's only a matter of time. (repetition of time in an almost sinister fashion)
• (Tense and thriller-like music begins to build in the background, gradually getting quicker and louder.)
• Main Voiceover: Time! The only thing between them and opposable thumbs. Imagine that! Cats with thumbs.
• SFX: A cat, sounding slightly sly and evil, meows. 
• Main Voiceover: And what if they got together? Gangs of cats with thumbs . An organised army with one thing on their mind. (VO sounds scary and dramatic) Pure, filtered Cravendale. Well, jog on, kitties. (music stops) It's ours. (music starts up again) Cravendale. The milk matters.

Length

This advert is again short at only 40 seconds long, and this gives me an idea that in order to be most effective, my advert should remain between 30 and 40 seconds. 

Stock Event

Again like the previous advert, there is a stock event, this time involving cats, and therefore I feel it may be important to centre my advert around something in order to keep the audiences focus until the very end. 

Sound

I have also found it to be important to have a strong voice over to keep the advert going, as both adverts have very distinctive voices that are also easy to listen to and therefore I must do the same. The music and sound effects also hold importance in this adverts and are therefore something I will address.