Radio Advertisements: Reflection

Why writing radio commercials is not an easy task.

It is a hit-and-miss scenario when it comes to radio ads; there is a fine line between an ad that is equal parts entertaining and memorable and getting the right message across, and one that is trying too hard to appeal to the masses and ends up with listeners missing the point of the ad.

Writing a script for a radio ad is difficult in its own way. For one, the medium itself is constricting in several ways, such as its fleeting nature and being able to only stimulate the aural senses, which isn't necessarily a bad thing, just that accommodations may have to be made. For example, speech in radio commercials have to be short and concise, unlike in print ads or even television ads where visuals can help with absorbing the message better. Radio ads need to be catchy and memorable, with jingles and catchphrases because those tuned in to radio stations might have their attention elsewhere, or skip the ads entirely. Radio ads have to work their way through the subconscious part of their listeners.

Writers face the trouble of coming up with a script that is easy to understand and follow despite distractions on the road, but still needs to be interesting and entertaining enough to gain attention and stick with the listeners. How does a writer come up with something that is short and funny, with all the relevant information on the product without boring the listener? What words should be used? Long words that perfectly encapsulate the intention of the ad, or short ones that don't confuse listeners, but risk losing the proper vocabulary that can make a difference in the nuance of the ad?

There is no sure formula on how to make an ad that accomplishes everything a client would want, and it is especially dependent on the product and target audience. Airtime is money, and the client would naturally want every second  to be worth their money. Oftentimes, a radio ad is either funny in a silly way, or intelligent in a boring way. There has to be a give and take in one way or another, because there is no way of pleasing everyone. 

Radio Advertisement Critique 2:

The other radio ad that stands out is Faces' ad for a parking application.

The ad is consistent and concise, the script written and played out in a local manner that is easily related to by university students, which are the intended audience. The dialogue is carried out in a way that is common of students, such as tardiness, being on-the-go with mobile phones, and internet connectivity. It is also clear and informative, telling the listeners how to procure the app and use it.

The conversation is the crux of this ad; it is not overwhelming in the way that some advertisements dramatize products/services, and it is natural enough that it isn't too casual for a radio ad. The cast also spoke well and clear so the ad is easy to follow and understand.

I find it interesting that the advertisement manages to incorporate the product in a subtle way, in which the sound effects are used to show the app being in use on a phone. It is a clever use of sound effects, and it helps bring together the idea of something intangible like an application in a radio commercial.

Radio Advertisement Critique 1: Grey Inc.

This week, the agencies were required to create a radio advertisement no longer than 30 seconds to advertise a product or service of their choice. In this post, I will discuss why Grey Inc.'s radio ad for NX Cinemas is one of the two best ads out of all the agencies sans our own.

The opening monologue is interesting and attention-grabbing because of its narrative style and content. The narrator describes a horror scene, which engages the listener in an aural and imaginative way. The script builds up the tense atmosphere that crescendos with twist, revealing towards the end that the scary scenario was actually a movie experience in a cinema.

The ad brings out the highlight of the service, which is a cinema that is known for its special effects. The sound clips used in the background works well with the theme of horror, and the sound effect of a girl screaming completes the package. The transition to the actual advertising of the cinema, wherein the narrator reminds herself that she is in a cinema, is smooth and natural.

The slogan or tagline is also consistent with the way of selling the service, which implies that the cinema has realistic effects that it seems as though the audience is actually in the film. All in all, the elements come together in a coherent way, with an added bonus of the engaging monologue that makes an impression on the listener.

Types of Body Copy

This week in class we learned about how to write a creative body copy for an ad. From what we learned, we know that a body copy has to be believable, reinforces the benefits, convincing and well-organised. There are also a few other things we have to keep into consideration when writing a body copy. The voice, details, styles, thesis and the organisation of the body copy. All that can differ from one ad to another depending on what you are advertising.

The few types of body copies we learned were:
Straight-line/ Factual copy, which immediately stresses on the direct selling of the product.
Narrative copy, which tells you a story.
Testimonial copy, by using a spokesperson.
Humorous copy, to gain and maintain attention.
Descriptive copy, by discussing the various aspects of the product.
Dialogue copy, by involving two or more spokesperson.
Institutional copy, to enhance the company's image.

From what I've researched, there are two other types of appeals in body copies.

Rational Appeals
They focus on a consumer's practical, functional or utilitarian need for the product and/specific reasons for owning a particular brand.

Emotional Appeals
They focus on relating to consumers' social and/or psychological needs for purchasing a product by influencing consumers' interpretations of their product usage experience through the use of transformational marketing communication. Basically showing how their product is the "hero" for all your problems.

Source: http://smartamarketing.wordpress.com/2012/02/01/advertising-creative-implementation/

Creative Body Copy Ads #2

In the latest DB Export Dry campaign, it aims to bring back the beer in trend by poking fun at wine. 

Body copy: 

What do you hope to smell there, sir? Gooseberry?

You don't even know what gooseberries smell like.

Perhaps next time instead of playing pretend, you

should ask for an Export Dry. Crisp and refreshing 

but still full of flavour, Export Dry is a sophisticated 

lager that tastes incredible and smells like beer.

So what are yo waiting for? Oh, ok, well how long

do you think that will take? 

The beginning of the body copy talks about what we commonly face in our daily lives, then in the end it went back into introducing their product.

Again, this ad uses the emotion appeal to attract consumers.

"In this case, wine was the villain. Suddenly we found ourselves drinking wine when all we wanted was a decent beer. Export Dry emerged to save the day." says Russell Browne, DB Export's marketing manager. 

I like how DB Export Dry brand their beer in a way that it's not just beer, but they focus on the relationship between a man and his beer. 

Creative Body Copy #1

I was looking through some ads and found THIS ad which has a pretty good body copy. 

Personally, I am very attracted to body copies that appeal to emotions. I think many of us are. How they relate to our personal lives, it is probably a way to tell us that they UNDERSTAND if they were to be in our shoes. This ad itself appeals to emotions. 

Body Copy: 

Let's face it! 

Being late on a date never looks good. 

not to mention being late on a job. So while we try to 

keep your flying experience with us as light, fun and 

care-free as possible, we are serious about being

professional and on time. So pick a "date", or two.

and we will do the setting up. Take all the time you need

because we always want you to feel good on any date. 

See you at the gate!

Work Hard. Fly Right

Basically, the ad is trying to tell us that they are punctual. Imagine you make an effort to be at the airport early and expect to take off at the time shown on the air ticket, just to find out that your flight has been delayed for 2 hours! Don't we all hate that? 

This ad started off by telling us that they understand how being late "in general" is irritating and unprofessional. They explained by relating it to our personal lives like here it mentioned, on a date and on a job. Then it revert back to talking about their brand and services on how they CARE how you FEEL and they are SERIOUS about it.

This ad shows the brand's reliability, especially when airline companies are all about its services.