I chose to do a radio advert as we had the technology and soft ware to do so and this allowed me to work in a completely different medium.
I researched posters from “The Evening Post” and “The Daily Press”. The local newspaper poster topics were about local community, energy saving and local events I.e. carnival. “The guardian”, a national press covered more mainstream, international topics such as football and topics which featured within their newspaper. The typical conventions that were found were that the poster would have the same visual motif I.e. House style; font, colours, logo etc and the idea of “local” would be reinforced within the poster, covering local events talking place.
The idea of the two products; newspaper and poster having the same house style, gives it a feel of continuity which is essential as they need to link in order to promote brand identity and marketing. I therefore replicated this in the content, style and design. My poster is an advert to promote the house pages in the newspaper and followed the house style, Times New Roman, sea blue topography, logo, strap line;”The anchor of local life” and the email address. I used four pictures of local properties in the area to reinforce the idea of “local”.
The role of the radio advert is to promote the newspaper brand, profile and promote sales. I researched radio adverts for cars, international companies and a Somerset advert promoting awareness of the dangers of drugs. With in the national adverts, there was use of humour to help make up for the fact that the audience cannot see the action. The structure is also important as it needs to keep the audience interested so, therefore, they begin with the use of the enigma code, leaving the audience what is going to happen next followed by reaction in response to the original action I.e. in the Toyota car advert, two work colleagues are waiting for their boss, while they wait, they begin to mimic some ones voice, this is not yet made clear to the audience until we hear the person who they are mimicking voice. This is humours and doesn’t inform us what it is advertising until the very end. This structure was very evident in the majority of the adverts I researched.
The radio advert was created to help promote the property page in the newspaper and poster. This was to create a marketing campaign that all worked cohesively to help promote and compliment each other and work as a whole consistent brand.
The idea of the radio advert was to have two typical elderly women who read “North Somerset News” who are from the region, who are gathering at the local cafe for a catch up. We decided to give the ladies strong south West Country accents to reinforce that it is “local” and to add humour. While they are talking, one of them tells the other that they are thinking of moving, but doesn’t know where to look. The other woman tells her to use “The North Somerset News” property guide to help them find a house. We used two conventions which we found in radio adverts which were fast paced voice over and background music which is parallel to the mood in the advert.
As the two women were elderly, we decided to play with that and made humorous jokes I.e. bringing her remote control rather than her mobile phone, also referring to the internet as the “inter webby thingy”. These three elements worked well together as they all help to build the stereotype that people have of the elderly population, it is also quite humours as they are things which elderly people tend to do in real life and people joke about.
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