• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The Styles and Purposes Of Radio Advertising

Extracts from this document...


The Styles and Purposes Of Radio Advertising Radio in the UK is provided by the BBC and commercial radio companies, and is broadcast by AM and FM, and a variety of digital platforms. One of the purposes of radio advertising like any other form of advertising is obviously to sell products, but the main purpose of radio advertising is to make money for radio stations. Commercial radio stations, as the name suggests, are funded by the sale of advertising, promotions and sponsorship. There are three national services (INRs - Classic FM, Virgin Radio and Talk Sport), fifteen 'regional' services (IRRs - generally covering three major cities) and more than 240 local services (ILRs). In general, most cities have at least one FM service and one AM service, although major cities (London, Manchester, Birmingham, and Glasgow) have a wider choice of commercial listening. Therefore, without radio advertising, these commercial stations wouldn't be able to afford to broadcast. Public service stations like the BBC are funded by TV licenses and don't broadcast a lot of adverts. One of radio's strengths is the fact that it's completely mobile and can reach people in more places than television can. Radio is a secondary activity. People listen to the radio whilst they are doing other things, for example, when people are at work, they often have the radio on in the background, or when people are driving to or from work, or dropping their children off at school etc, they are still listening to the radio. ...read more.


Popular examples of this are using sale closures as a call to action. They make people rush to the shops before the sale ends to buy a product. They want to be like 'everyone else' so therefore they do what the advert tells them to. Although adverts clearly fall into these categories, sometimes they can fall into more than one and fulfil multi purposes. There are many different styles of advertising. Adverts usually fall into the two categories of being 'Simple' or 'Complex'. Most simple adverts only use dialogue which is people talking or acting, and a voiceover, somebody talking over the top of the advert about the product. Complex adverts are often sketches or have lots of things going on in them including sounds and dialogue. Often, complex adverts don't say a lot about the product but they try to catch your attention with a good narrative or with the use of humour. Complex adverts can also use emotional persuasion. For example, they can make you feel sorry for somebody or something to make you go out and buy something or use a service. They can also be rational, making them sound knowledgeable and understanding to the situation. The listener then feels that they are friendly which encourages them even more to buy something. ...read more.


This makes the listener immediately act because they don't want to miss out. The fact that the dentist was nasty to the patient who owned the 307 because of envy gives the impression that 'everybody wants one', which is a superlative phrase and also adds to the persuasive purpose as well as the call to action. The fourth advert I listened to was one which I created myself, advertising Citrus Polos. It used the idea of having a parrot that ate a citrus polo to refresh her. There were fizzing and crackling sounds to give the idea of a party going on inside the parrots mouth. It was refreshed afterwards and squawked very loudly. This advert is quite complex in the way that you really have to listen to understand what is going on. It uses sound effects and humorous dialogue. And at the end of the advert there is a straight voiceover. I think it fills the purpose of reassuring the listener that the product is there because it doesn't really give much information about the product and doesn't use any very persuasive words. It just lets the listener know that citrus Polos are available. It could be to persuade in some ways because the sounds used make it sound refreshing, people might hear the sounds and want them. ?? ?? ?? ?? Joanne Wiltshire ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Free essay

    Essay for radio

    12.00 - 13.00: Toni Philips 13.00 - 14.00: Toni Philips putting on free radio kiss. 14.00 - 18.00: Simon Dale 18.00 - 21.00: Jez Welham 21.00 - 23.00: Dynamite MC 23.00 - 0.00: Logan Same Logo: Choice FM The logo for choice fm looks suitable for both boys and girls.

  2. How successful is advertising? A comparison of two adverts discussing the techniques they use ...

    answer as the rest of the picture is not really of any importance. I think that the image has been treated as I believe that her face has been airbrushed. Although she is a model and is likely to have clear skin, I do not think that her skin could ever be that flawless and so perfect.

  1. Advertising is necessary to let us know what is new.

    The new advert advertises the product as well as being funny. 4.) Another advert, which is amusing, is the Malibu advert with the Caribbean people in, with the line, "Is your mother proud of you ?". This makes me laugh every time and although somewhat stereotypical and racist, there is

  2. Reading a TV commercial.

    This is the time of year, therefore, that the coca-cola company will make the most money. If they promote that image it could lead to increased sales and more consumers. The towel in the corner of the shower room is red and white striped and these are the colour of the coca-cola logo.

  1. Designing a Radio

    I have searched this product off the Internet at www.comet.co.uk, which is �9.95 (about 96p more than product 1) as you can see the style of this radio is quite natural and not attractive. But people still buy such radios because of the brand name SONY.

  2. Analysing the success of Coca Cola through Advertising.

    The man looked as though he was on the way to work. This suggests to the audience that if they drink coca cola they will too feel the sense of fulfilment and success. The man also seems to be oblivious to other people's reactions around him.

  1. Choose a local vacant business site and make recommendations on how it may be ...

    Will the site need to be drained and levelled? What is the level of rates payable to the local council? Is there room for expansion and are there any risks with the site and will this raise insurance premiums? Another factor is the geographical factor. A business needs to locate near water supplies, especially paper manufacturers, pharmaceuticals and for electricity generation.

  2. How successful is advertising? A comparison of two adverts discussing the techniques they use ...

    This gives the advertisement a sense of place by suggesting that she is at a Hollywood event. In that sense it is quite informal and naturalistic. However it is not a true action shot and her face betrays this as she is staring directly at the camera.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work