Advert 1: national counter terrorism policing
" multiple bombings".
Agency: Abbott Mead Vickers BBDO
Producer: Anita Sasdy
Sound Engineer: Ben Gulvin
This advert is about counter terrorism police
receiving a phone call about a suspicious package left in a storage unit, the
main message of the radio ad is to tell people that they should always call the
authorities in the event that a suspicious package is ever found.
This advert follows a very serious and formal
style, the use of deep multi voice without any music really portrays the
seriousness of the ad itself, this advert can be considered as both a one off
advert and as part of a collective because all though there isn't any more
parts (1,2,3) it follows a similar narrative to many already published ads and
ads that are still being made to this day, the only media format this
ad uses would be that of a serious genre. This ad's purpose is to bring
awareness to situations that need to be met with extreme caution and sometimes
force by the counter terrorism police, and also to highlight the need to report
any suspicious activity or packages that you find.
There isn’t any music used in the ad to
highlight the serious nature of the ad.
This radio ad aims at the general public's
fears, they do this because it makes the a lot more likely to report any
suspicious people or packages to the relevant authorities.
This advert was distributed across the entirety
of Great Britain.
The advert gives a specific phone number to use
in the case of finding a suspicious package (0800789321) you can also visit ACT
to hear the full story that is being portrayed in the advert.
Legal or Ethical issues
with the Advert:
There are two things in this Ad that can be
flagged as legal/ethical issues.
1: the use of the audiences fear and shock to
instil the notion of reporting the finding of suspicious bags/packages.
2: this Ad could be considered as inappropriate
towards younger children.
Advert 2: cancer research UK "The
Breath"
Agency: Abbott Mead BBDO
Creative: Diccon Driver, Alan Wilson
Producer: Frankie Burwell-Wright
sound engineer: Parv Thind
This advert is about a smoker who is aiming to say
an entire paragraph in one breath, he ultimately cannot do this because he
smokes, the overall message of this AD is to quit smoking ad it can negatively
affect the things you want to do e.g. play football with your kids which is
actually mentioned in the AD, the AD ends with the male saying "to find a
stop smoking adviser who will give you the best chance of quitting for good
visit "nhs.uk.smokefree".
This radio AD is serious and simple because of
the important nature of it, its just one male speaking about the issues he
encounters when smoking and how to greatly reduce these issue.
This can be considered as both a stand-alone AD
and also as part of a series, primarily because there is not any part two's to
it but there are other adverts that warn against the dangers of smoking and
cancer.
There is no music in this radio advert but there
are certain sound effects, for example at the six second mark the man takes
deep breath, or at the nineteen second mark the man "runs out of breath,
then inhales deeply" both of these things can be heard very clearly, the
second example especially is used as an example within the AD to actually let
the audience hear what can happen to you if you smoke,
Only a single voice is used in this AD because
it takes a very serious tone because of the topic of discussion.
This Ad delves into the audience’s fears of
smoking by portraying the negative impacts smoking can cause.
This Ad was distributed all over England.
A link to a website is left in the Ad which can
provide support with quitting smoking (nhs.uk.smokefree).
Legal or Ethical issue with
the advert:
There may be some legal and ethical issues with
the ad, for example, for people who follow Islamic faith may find it
inappropriate to listen to such an ad because smoking is forbidden, also
non-smokers may just find it unnecessary to listen to an Ad that does not apply
to them.
The AA "Baby Route"
Agency: Adam and Eve/DDB
Creative: Frank Ginger, Shay Reading
Producer: Louise Richardson
Sound Engineer: Sam Ash well
This Ad is an information ad about the AA
(Automobile Association), it is informing the audience of the services they can
provide and how quick/efficient they are at these tasks, at the start of the
advert the song "Proud Mary" by Tina Turner is being played, this
immediately initiates excitement in the audience because of the tempo of the
song, this song constantly plays throughout the entire Ad, although on the
eleventh second the music fades into the background while a man begins to speak
over it describing what the AA does and how fast they can do it, the mans voice
stops at the twenty sixth second mark and music begins to return to its
original volume, this reignites the excitement in the audience. This is
especially important because you do not want to lose the audiences attention
until the end of the ad, the music used can also make the radio ad be
considered as nostalgic as the song was released in 1988, this can also make a
lot of people remember that ad and in turn remember the organisation because a
lot of drivers (who this is aimed at) grew up with popular music very similar
to this.
The speaker who begins to talk over the music
presents himself in a very formal and serious manner, all though there is some
light hearted comedy performed in the ad, the formal/serious tone of voice over
the music can signify that even though we can have fun and joke around, the job
will be completed, also in the ad it is stated that the job will always be completed
and a driver will usually arrive within half an hour this can be considered as
misleading advertisement because if these things do not happen on a regular
basis then the company responsible for creating the script for the Ad are
lying.
There are multiple persuasive techniques used in
the ad, for example the main constantly repeats the name of the company (AA)
this could be used as a way of making sure the audience remembers the content
of the Ad.
This ad was distributed all across of England
and does not include any contact details regarding the company.
Legal or ethical issues:
In the Ad it is stated that the job will always
be completed and that their drivers will usually arrive within 30 minutes, both
of these points can be considered as misleading information simply based on the
fact that these things may not happen.
Regulatory standards the
Ad's should meet
· Charity Ads must be broadcasted free of charge.
· The organisation concerned can produce satisfactory evidence of
charitable status.
· The organisation concerned is not prohibited from promoting on the
radio.
· Factual material must not mislead the audience.
