The advert for the Lexus has no narrative and the voiceover delivers information about certain features of the car in particular, the car's smooth performance and the fact that it is environmentally friendly. The advert features music that plays throughout - it is a soothing, classical instrumental that is used to reflect the smooth performance.
The advert for the Yorkie chocolate muffin uses different techniques. There is no music but there are sound effects, of traffic in the background and the rustling of the wrapper. This advert does have a narrative - a funny conversation between two brothers, one of which becomes emotional upon receiving the chocolate muffin. The advert ends with a voiceover that names the product and the brand.
One key feature of both adverts is the idea of representation that is used to target very specific audiences. The voiceover in the Lexus advert has a calming tone and sounds quite sophisticated, reflecting the type of audience that is likely to buy this kind of car. The representations in the Yorkie advert are more stereotypically masculine, less sophisticated and in keeping with the typical branding of Yorkie products. Representation and audience are issues that I will consider very carefully when writing my own adverts.
These adverts have given me some idea about the conventions and structure of radio advertisements. But I feel I need to listen to a wider range of adverts to get more ideas about the way the adverts are constructed.
If you would like to listen to the adverts that I have analysed please click on the Radioville link below. Click on the 'hear our stuff' link and then click on either the 'Switch' Lexus advert or the 'Bro' Yorkie Muffin advert.
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