Radio Task 1 Advertisement Comparison

Radio Task 1 Advertisements

The two radio advertisements I will be writing comparisons on is an advert based on a stop-smoking campaign and a washing-up liquid,called Fairy. Adverts will be compared based on the radio advertising factors such as, products,styles,audiences,structure,music,purpose,voiceover,persuasive techniques,level of distribution and contact details. 

The First advertisement which is known as STOPTOBER on this website:

 http://blog.rab.co.uk/blog/index.php/2013/02/sound-h2-2012-top-10-scoring-radio-ads-radiogauge-july-december-2012/

The Second advertisement is a promotional commercial which is known as the FAIRY LIQUID advert on  http://blog.rab.co.uk/blog/index.php/2013/02/sound-h2-2012-top-10-scoring-radio-ads-radiogauge-july-december-2012/  .

MESSAGE AND PURPOSE
Stoptober is promoting a campaign which aids in providing guidance,support and encouragement to smokers whom are willing to quit smoking. The advert provides lots of statements and facts, while including other people's reasons to quit smoking, making the commercial relatable and empathetic. Its sole purpose is to have smokers give up smoking for 28 days.

The other advertisement is a promotional commercial advertising a product that is a washing up liquid by the brand, Fairy.The advert is based on a scenario between a son and his mother which differs from Stoptober. The purpose of this advert is to sell the product,washing-up liquid, and create brand awareness for, Fairy.

PRODUCTS 
The first greatest and obvious difference between the two radio adverts is the content they were advertising. The STOPTOBER advert is promoting an event, not a product. Whereas the second advert is promoting an actual product, FAIRY washing up liquid.


Other differences include structure,music,persuasive- techniques,contact details,lvoiceover,and audiences.

In terms of the structure the Stoptober advert is part of a series, this fact is instantly gathered from the MVO stating'' people from all over the country will stop smoking for 28 days''. The mention of the number of days is the confirmation that the advert will not be played exactly the same the next day as the promotion has a time limit. For instance, as the days go by the advert will act as a countdown to the actual even, thus the next day the MVO would say '' People from all over the country will stop smoking for 27 days'' This structure is
very different compared to the Fairy advert as there was no time frame mentioned, making it a One-Off Structure type of advert due to the lack of time frame mentioned for the product.

The persuasive techniques is in reference to how both adverts tried to encourage their audience to agree to their advert. The Stoptober advert used the persuasion technique of ''peer pressure'' it included other peoples opinions of wanting to quit smoking while also including their heartfelt and possibly relatable emotions towards the audience. Fairy used the persuasive technique of constantly repeating the name of the product and its qualities such '' lasts up to 8 weeks '' . Repeating the product throughout the advert familiarises the audience with it, creating a recognition for it.

Contact details were given in the Stoptober advert whereas the Fairy advert did not. This is due to the Stoptober promoting an event whereas the Fairy advert is promoting a product whereby the mentioning of contact details will prove to be unnecessary.

There was a upbeat positive music bedding included in the Stoptober advert so as to encourage their target audience to partake in the event.No music bedding was included in the fairy advert as they gave the product and the script with the voice overs sole attention


AUDIENCES, STYLE AND MUSIC BEDDING
The Stoptober commercial focuses on audiences that are smokers . They are definitely the target audience for this commercial as the purpose and message of the advert evolves around helping them quit smoking.They have been the focal audience due to the inclusive reasons from other smokers as to why they decided to quit smoking. Which in turn makes it relatable to smokers. Another reason why smokers are the target audience for this advert is because the Stoptober event it is promoting an event suitable for smokers only. The advert directs its audience by also mentioning encouraging messages and facts such as '' If you were to go 28 days without smoking you are most likely to stop for good'',they say this so as to inform smokers that quitting smoking is possible and that there are many people who have done it.
It includes a music bedding of a chirpy whistling tune that sets the mood and theme of the advert to be optimistic and positive. The style of the advert is factual and promotional. The advert begins with a statement of ''Next month , people from all over the country will stop smoking for 28 days'', confirming the factual Style of it. The mentioning of ''people from all over the counrty'' makes a specific group of people that clearly shows the targeted audience while also contributing to the emphasis that the specific group of people are being invited, giving the potential audience the opportunity to be apart of a community.

The Fairy commercial on the other hand is targeted for mothers . Mothers are the targeted audience for this commercial as they are the ones being addressed thoroughly throughout the advert. Also, the  advert is a conversational role play where a child and mother are having a conversation about Fairy washing up liquid. The child questions why his mother is always buying that product. The child uses the adverb, ''always'' to elaborate on the mothers use of it. It tells the audience that she does not use any other brand of washing up liquid but Fairy. Mothers are the targeted audience for this product due to the product being used for domestic duties in a typical household. Women and mothers are mainly the majority consumers of purchasing domestic household items thus, targeting them as an audience has a higher likelihood of them being the ones purchasing it as compared to other types of audiences.
The advert has a childish,humorous and factual Style.
The factual statement of the advert is only heard at the end of the commercial as opposed to Stoptober's which is heard at the beginning. Also,unlike Stoptober the advert does not include any music.This is probably because the mood and theme of the advert is already being influenced by the scripted conversation between mother and child creating a motherly affection as the mood .The advert is based on a child having a conversation with his mother.The humour in the commercial is innocent and child-like.

STRUCTURE AND LEVEL OF DISTRIBUTION

Both adverts are not part of a series, thus they are one-off commercials. Another similarity between the two adverts is their level of distribution.Like the Stoptober advert, the Fairy advert is only being promoted and aired to an audience in Britain.Making it a national distribution.

PERSUASIVE TECHNIQUES,VOICEOVER AND CONTACT DETAILS.
In addition to the similarities between Stoptober and Fairy, their voiceovers consists of a multi dialogue and is spoken formally. There is more than one person speaking in the advert. Having differing voices,and other people included in the advert can exemplify the adverts purpose,which in turn contributes to persuading the audience.
Stoptober persuades their audience by having  people from the public tell their reasons for taking part in the event.Their reasons are what makes the whole advert relatable and welcoming. The advert also includes contact details of support groups that can help smokers give up smoking.There is no catch phrase, or slogan in the advert which differs from Fairy.
Fairy has a tag line for their advert, making it memorable to the audience. It is 'That's fairy-conomy'. It persuades their audience by repeating the fact that a bottle of Fairy washing up liquid could last up to 8 weeks. Also the conversation dialogue between child and mother is personal while being formal .Contact details are not given in the advert,however the product name is mention more than once throughout the video,adding emphasis to the product and the brand raising recognition and awareness.


Overall I think the Stoptober advert is a very conventional advert in terms of it's script and music bedding. It incorporates a jingle tune of music which also contributes to the persuasive technique as the music is friendly,jolly and very inviting.With most 'event' based adverts, welcoming music and tunes are often used so as to encourage the listeners to partake in the event.Thus Stoptober's radio advert is extremely conventional and common.
The Fairy Washing Up Liquid advert I would say is unconventional in comparison to other washing-up liquid adverts. Other brands of washing-up liquid adverts include a short tune or music in relation to their adverts. However, upon researching up on Fairy washing-up liquid adverts in particular, I've realised that they hardly ever include a music bedding as their sole focus is on their script which seems to always involve more than one person, mostly children. My conclusion on the Fairy Washing-Up liquid in general is that it is unconventional. It stands out amongst other adverts in terms of its music absence and script whereby a child is often involved as another voice over.