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.