Adverts for the target audience

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I am going to carry out research on how adverts are structured, in relation to the radio stations target audience. I am going to do this because I want to include adverts in my radio station, therefor I need to know how to effectively do this, with my target audience in mind. I will be taking advert conventions into consideration. For instance; brands of the product, slogans, limited word use, upbeat music or voice over in order to attract attention along with heavy persuasive language, which will be tailored to the demographic. I am going to be looking at adverts which are played on the tv, or put in print media, and thinking about how this structure of advert would fit into a radio advert. 

 Below I have analysed five adverts to talk about how they'd be as a radio advert. 
The five adverts I have chosen are below: 

 1) Cadbury's Gorilla advert 
https://www.youtube.com/watch?v=NHtEyDrD4oA

I don't think this advert would be as effective as a radio advert as it is as a television one. This is is because there is no dialogue throughout, only music. The visual aspect of the advert makes audience aware of what is being advertised. Moreover, the image of a Gorilla playing the drums is an unusual concept, which is what highlights the significance of the advert. Without audiences being able to view this with their eyes, the connotation and message is not there. 

 2) Halo Top 'Eat the Ice-cream'
https://www.youtube.com/watch?v=MlIZbSEB7z8

I think this TV advert would be just as effective in selling the product on a radio show. The first line which is stated in the advert is 'it is time for ice cream'. This piece of dialogue automatically notify's the audience on the product which is being sold on the advert. Moreover, throughout the advert, there is continuous speech which will keep listeners aware and connected. Moreover, there is constant music playing in the background, which references the word 'ice-cream'. This highlights how the visual side to the advert isn't the most significant part, thus inferring how it is suitable for radio. 

3) Burger King 'Bullying JR'
https://www.youtube.com/watch?v=mnKPEsbTo9s




This advert is definitely more suitable to be shown on television then it would be on a radio show. This is because statistics about bullying, e.g. '30% of students worldwide are bullied each year', are shown on screen for audiences to read, which they wouldn't be able to hear if the advert is played on the radio. This is important as statistics are an effective way of engaging people and raising awareness to the cause which the advert is trying to educate audiences on. The visual side to the advert is also extremely effective as by showing the little boy being bullied enables the audience to develop an emotional connection to the advert. This connection is much more unlikely to be there if audiences can only hear what is happening, without viewing it with their own eyes. 

4) Save the Children UK advert 
https://www.youtube.com/watch?v=SikTFrGz4FQ



This advert would be effective in conveying the same message in a radio advert. A main impact of this due to the slow heartfelt music, playing in the background of the voiceover. This music displays empathy for the audience, allowing them to connect with what is being shown to them. Moreover, throughout the advert there is mainly speech, which enables audiences to always remain aware of what is happening. However, overall, this advert would be more effective on the television as the explicit imagery of suffering children brings out more emotion. 

5) Galaxy Chocolate advert
https://www.youtube.com/watch?v=8sRVjEzGdqY



This advert would not be suitable as a radio advert because there is no dialogue/speech throughout, thus meaning audiences wouldn't know what the advert is about. Additionally, at the end of the advert there are the slogans 'undivide your attention' and 'choose pleasure'. Without audiences being able to read these off the screens, they would not be notified about them, which is important for Galaxy's brand image. 


From conducting this research, I have realised the significance that visual's play in tv adverts. Visual effects convey emotion to the audience; this highlights the importance dialogue plays in a radio advert. I have also realised that I need to include fast, upbeat music in my adverts, in order to grab audiences attention and keep them engrossed in what they're listening too. 


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