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Adaptation of multimodal McClures pickles advert as a radio interview

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Introduction

Adaptation of multimodal McClure's pickles advert as a radio interview A- but first (.) if you have just joined us (.) today we are just about to go into food hour in conjunction with culture month right here (1) on the nation's number one for entertainment radio (1) Select FM [RADIO JINGLE] (16) today in food hour we're going to cater for the err (.) more cultured (.) listeners of Select FM [laughter] (.) never mind (.) I'm joking because due to the success of programs such as Come Dine with Me (.) the dinner party once only hosted by the select few (.) has now become a widespread national past time (.) meaning wine sales have soared through the roof (.) and here to try and capitalize on this is Kevin Adams (.) who has come all the way from Detroit to inform us all about the relevance of McClure's pickles to the common dinner party (.) welcome to the show Kevin (.) how are you B- i'm very well thank you Simon A- so tell me (2) when would you bring pickles (.) the familiar midnight snack for males everywhere (.) to a refined dinner party, as opposed to a nice bottle of wine [laughter] I know what I'd prefer B- I bet you would (.) well (.) when would you Simon (.) that is the question often asked by the young newlyweds (.) ...read more.

Middle

Naturally this change entailed a modification of register and fluency, though the purpose remained the same: to persuade people to take pickles to a dinner party instead of wine. Whereas the magazine advertisement was written and intended to be read, the radio transcript that I have created is for an interview that could be heard by anyone so these modifications were made so that it would be able to address an audience instead of a sole reader. The manner of the interview is formal as it is a radio broadcast; however the two participants are of equal status so they are at ease and often slip into informal registers: "I bet you would (.) well (.) when would you Simon" This does conform to the complete formality of the original advert; however the radio broadcast does feature some colloquialisms: "let's be honest ok (.)", which are necessary in a radio broadcast to conform to the personable manner in which the advert addresses the consumers. Both the advert and the transcript feature subject specific lexis, which help to establish the context of the interview: "a riojo perhaps (.) a Borolo a priorats (.)" The radio interview begins and ends with a formulaic utterance introduction to the station which includes a jingle, and also a vocative to personalise the discourse, as well as a hospitality token: "Kevin (.) how are you". ...read more.

Conclusion

This is because both the interviewer and representative from McClure's are experienced in the medium and are well rehearsed. These are all features not found in the multimodal advert. This is because the multimodal advert does not need to try as much as the radio broadcast to attract the consumer's attention as it is able to use typographical features such as the image, text and font, and this needs to be addressed when converting the copy into a transcript. The intonation patterns reflect the semantics of the interview, with rising intonations representing questions, and falling representing the completion of a statement. This is necessary without the presence of punctuation like in the advert. Also the pitch remains midway throughout which is typical of everyday speech encounters, representing the comfortable setting. The use of sound in the form of the radio jingle at the beginning and end of the radio is common in radio broadcasts as it signifies the beginning and end of each segment, and helps to direct the listener's attention. The jingle is also the personality of the radio station that the presenter Simon is representing, and this differs from the advert as the adverts sole party is the McClure's company, whilst the radio interview, benefitting McClure's, is made at the expense of the radio station, which is why the interviewer begins and ends the discourse, as he is representative of the radio station, whose presence is signified by the radio jingle. ?? ?? ?? ?? ...read more.

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