Analysis of Radio Ads

Radio advertisement analysis:

The ‘Think’ campaign comes with various different adverts so I’ll make an attempt to analyse a couple of them all in one analysis.

There are various aspects you need to consider when analysing a radio ad as they’re completely different to video ads. The reason being is down to the art of engagement; this is translated easier through visual connections – especially to an active audience. The first thing to consider with any radio ad is the length of it. This will demonstrate whether or not the ad is short and dramatic to attract attention and engagement or long and informative in order to entice the target audience.  In this case, I am analysing the DVLA ‘Think’ Radio adverts, the brand proposition attempted to be quick and snappy in order to capture the audience’s attention and make them ask questions in their head once the ad had finished being aired – supported by the ad lasting just 20 seconds. This technique is suited to the genre of the ad which is: ‘Realisation’. The purpose of this is to not promote or inform but encourage the audience to realise and act on their mistakes. For example: in one of the ads, it’s focused around the speed limit and how it may affect pedestrians – it encourages the audience to not break the speed limit and act if doing so. 

As the advertisement is lacking those crucial visuals other techniques need to be incorporated in order to compensate for those all important visuals! Thus why having a short but attention grabbing radio advert does the job, in relation to the direction in which the brand identity wishes to be taken by the advertising agency.

The narrative structure is equally important to take into account when analysing a radio ad as it is the main body and heart of the advertisement. A key component to consider in terms of the narrative is the script and dialogue that accompanies it. The words spoken are a crucial element in the sense that this is how an active audience forms a bond with an advert and becomes relatable which in turn enables the advertisement to its job. The purpose of this ad is to give the target audience a powerful impact of ‘realisation’, for instance: “But if you’d rather not use the seatbelt you could always use the windscreen”.

It is intended to send shivers down your spine and I feel like it does exactly that! As the dialogue is one of the main aspects of the radio ad, it enables the demographic to connect with the ad, thus engaging more with it. In addition, the impact of the voice over (the dialogue implemented) has a calm but serious tone to it, emphasising the significance and connoting the importance of what she is communicating.

A conventional radio ad includes everything mentioned above and more. It is a good idea to create a conventional ad as it would appeal to a modern day demographic according to Steve Neale and his genre theory whereby it suggests audiences feel relatable and enjoy experiencing advertisements if it provides an element of “repetition”. This is referred to as conventional techniques and is often the guideline to any advert. Also, other conventional techniques the radio may have utilised is the use of SFX (Sound effects), tagline, backing track, a jingle possibly. Throughout the ‘Think – Stop’ radio ad the use of SFX was crucial in order to really denote the reality as of what could happen. An example of sound effects used is the driver hitting the windscreen, crashing into another passenger and hurdling out of the window smacking the road ahead. This specific and careful use of SFX really echoed the effect of speeding and not wearing your seat belt; again connoting the element of ‘realisation’. Also, another conventional aspect implemented within the radio ad was the use of a tagline or slogan generated. In this case, the tagline was ‘Think’, one simple word that will communicate endless thoughts to the audience. Furthermore, the use of a slogan can spark the concept of brand recognition and increase the brand awareness. You can’t go wrong with using a slogan or tagline.

However, these advertisements (part of a wider campaign) could be considered unconventional due to the fact that no jingle was incorporated along with a backing track. The reason why not utilising the idea of a jingle is considered unconventional for radio ads is due to huge part they play in brand recall – especially when there are no visuals. Although this can potentially be compensated for by using a slogan or tagline (as executed). A jingle is a sonic mnemonic that is an aide de memoir for brand recognition and brand recall for the target audience.  This is indeed a convention of advertisements that wasn’t incorporated on purpose; possibly because it may take away the serious mood and atmosphere the radio ad is aiming to create within the car (if listening in a car).

Therefore, the ‘Think’ advertising campaign that was located on the platform of Radio, in terms of which media medium was introduced, targeted audiences well. The whole purpose of the campaign was to make people aware and once aware to do something about it. The way in which the radio ads were constructed, it was executed appropriately and meaningfully.

Analysis of Newspaper Adverts

In this print ad there are not only conventional techniques used but unconventional elements have been incorporated. The colour way used in the print ad is pretty bland signifying a sense of realism in order to communicate the importance of the documentary to the target audience. The colour of the pavement stands out as a grey, not only representing but also emphasising the distressing image - located near the centre of the mis-en-scene. This also helps communicate the genre (the colouring) as the target audience can gather from the genre signifiers that the documentary will revolve around the hard truth. This genre is therefore going to be subject to the sense of realism.

One colour in particular that stands out is the use of white. It is being utilised for the channel branding identity and the highlighting of the text found at the bottom left. The white stands out from the depressing colour way of the mis-en-scene in order to promote not only the documentary but also the branding of the Channel 4 itself as well. The fact that the text is being highlighted with the same colour as the channel 4 brand colour to identify with signifies the relationship between the broadcasting platform and the documentary – connoting professionalism within the documentary production. Also, the text – the title in particular – has an increased font size to represent the importance of the wording: “Britain’s Forgotten Children” connoting that it’s not a laughing matter.

On the subject of the text, it provides an unconventional aspect for an active audience. The reason for this is because it doesn’t give the audience an exact timing of when the documentary is being aired only: “starts Monday”. As a result, this unconventional manner of informing the target audience causes intrigue for an active audience and potentially encourages them to search it up themselves to find out more. This unconventional yet clever technique raises awareness, as has the capability of creating a vortex of publicity – depending on how big the advertising campaign is.

The choice of images used is direct with a child sinking into the ground with people walking over and to some audiences they may find it disturbing. Although this is the sense of realism that the documentary is aiming to provide for the demographic, because the hard truth that needs to be told. The child sinking and the adults walking above could represent the social inequality in relation to a social hierarchy. This image of representation does help communicate the genre to not only an active audience but a passive as well. This is executed through the connotation behind that the genre is about the hard reality some of us live in contemporary society today.

Each element would appeal to the specific target audience because according to Steve Neale’s Genre theory audiences enjoy “repetition” due to the repertories of generic conventions used.

This particular print ad includes various conventions, for instance: the title standing out, the channel branding being prominent, images related to the documentary etc. These conventions also aid the communication of the genre to an active audience – known as genre signifiers. However, one convention that has been left out (on purpose as explained above) is the simple fact that it doesn’t provide the exact timing the documentary is going to be aired.  This is unconventional but purposeful.  

Analysis of Newspaper Adverts

This print ad represents various conventions in order to communicate the genre to the demographic. One convention signified is the connection in channel branding between the Channel 4 logo colouring and the font colour of the text. This denotes the relationship between the channel and the documentary -signifying professionalism. In addition, the channel is clearly being represented in order to communicate to the target audience where you can find the documentary.

On the topic of colour, the rest of the mis-en-scene is Black and White connoting drama and a sense of realism that the documentary has to offer. This does in fact help communicate the genre to the audience, which is potentially a hybrid genre of both drama and truth – possibly a documentary based on a true story. This is further echoed by the wording highlighted in colour: (a subtle, light sky Blue) “The man who saw it all” connoting it is indeed a true story and demonstrates aspects of the art of dramatic taste.

In addition, the choice of image incorporated is a close up of presumably ‘the man who saw it all’s face – the expected protagonist in the documentary. Due to the positioning of the face and the entire complexion of the image, the target audience is drawn towards the eye and this links in with the wording ‘saw it all’. This would definitely appeal to a specific demographic as it encapsulates the target audience’s engagement through the sense of drama and realism connoted through the close up of the eye and the wording that accompanies it.

Also, the wording that accompanies it is in increased font size juxtaposition to the other text. This does standout to the target audience, which will help the demographic relay the text; this is also aided by it being highlighted. In addition, the smaller text provides the audience with information giving them a time and place. This is also considered a convention of print ads for docs whereby it informs of the date and time it’s being aired in order to provide clarity for the target audience.

The design and layout of the print ad correlates with the rulings of the Rule of Thirds. The specific positioning of the man’s face is located towards the left of the screen and to the left of an imagery grid. The Channel 4 emblem is found on the right by it self, connoting the importance of the channels role in the making in the documentary and also signifying the respectful relationship between the documentary and the channel. This is a significant aspect because this denotes channel branding which in turn is considered a convention of documentary print ads.

The layout of the Rule of Thirds creates a lot of space raising awareness of significance of the mis-en-scene, resulting in an elegant looking print ad. This again helps communicate the genre as having a majority white background represents innocence, pureness and truth; connoting the true story that will be told in the documentary. Every aspect of the print ad has a significant connotation behind it and that is why it’s so good.

I have mentioned above a few conventions that have been utilised in order to help engage the audience. The reason for this can be found when taking into account Steve Neale’s Genre Theory whereby he believes audiences enjoy “repetition” of specific texts due to the fact that it captures there attention and subsequently engaging them thoroughly. 

Conventions & Purpose of Newspaper Adverts

A newspaper ad for a documentary aims to simply not only appeal but also inform the target audience. It is designed to tease the demographic in order for them to discover for themselves exactly what the documentary is about. This is a conventional technique of advertising – in the case of newspaper ads – because it stimulates intrigue and awareness for the audience. This is as a result of the print ad providing only one image to convey it’s message, so it can be hard but that’s why you got to keep it simple in order for that target audience to become engaged.

Newspaper ads conventionally attract attention due to their clever play on words or indeed puns. For example:

This is why advertisers have to think outside the box with print ads due to the fact that they’re working with a single image and that’s it!

The wording often makes or breaks a print ad so it has to be executed just right. Therefore, it the text displayed is considered a conventional aspect when producing a newspaper advert. In addition, these print ads are all about connotations so an active audience can think deep resulting in a potential vortex of publicity occurring – depending on how intellectually brilliant the print ad may be.

It is usually the case that informative information about the documentary is found on the print advertisement in order to provide total clarity for the target audience. This is the case because the link between the information provided and the demographic is formed on a need to know basis.

The title is clearly presented in this documentary print advert in order to capture the audience’s engagement; this is done through the use of the title being highlighted and increased font size. This does indeed attract the audience as it sparks their interest levels and in turn become snared to the natural curiosity of human behaviour. Having the title stand out within the print ad is of course considered a generic convention of advertisements for documentaries located in newspapers.

Furthermore, the print ad states that it’s a new series and provides the exact date and time in order to entertain their suited demographic. Again, this relates to the idea of clarity whereby all print ads must give of this impression – in this case it’s telling the target audience exactly where to go in order to find this programme. Otherwise, it creates confusion.

The production company behind this programme (Company Pictures) has aimed to create a brand identity aspect between the programme and the advert. The Channel 4 emblem is displayed clearly but subtly towards the right of the advert. The link comes into play when target audiences identify what the model is holding. It appears that he is in fact stealing the Channel 4 emblem connoting this programme is something you don’t want to miss out on, signifying it’s worth your time - just another advertising technique to engage a modern day audience. This emphasises the channel branding utilised to promote this media text.

Moreover, the positioning of the character is in sync with the mechanics behind the ‘Rule of Thirds’. This rule creates space and thus making the advert more appealing on the human eye.

On another note, this form of advertising is known as Above the Line (ATL) meaning it is distributed and found on a specific media platform(s) for target audiences to embrace.

Out of the two print adverts, the one with the play on words is potentially better at promoting the programme because it provides a certain degree of entertainment for the target audience and in relation to Blumler & Katz’s Uses & Gratifications theory it suggests that an active audience watch the media for five main specific “functions” and one of which is indeed entertainment. Therefore, that one will go down better with audiences.

Tribe Documentary - finished product

Here is the final version of my documentary:



Produced and editing majority by myself.

StoryBoard WhereAbouts

I created rough sketches of some storyboards in order to get a feel for how the documentary will look like but half way through them I decided there was no need to waste time on these and went onto the Scripts and Shot Lists straightaway to maintain efficiency during the production process. This has worked out for me, the storyboards aren't worth uploading. To make up for it there multiple Scripts and Shot Lists.