Paige Bowater

Points to rememberUSP: this is the thing that the advertisement highlights, which makes their product or service unique.

Nivea for men advert

http://mp3.radio-ads.co.uk/cd/H_83376_Nivea_For_Men_Foot.mp3

The adverts selling point is that this shaving balm is for sensitive skin. It appeals to men as it manipulates the stereotype that all men like football, by including the frustration of a corrupt sport outcast. This is a persuasive technique as it

makes males feel like they have to acquire this 'stereotypically masculine' product, even though, in reality it is quite feminine. Also the way in which the

advert directly questions the listener is persuasive, as it makes them feel as though the company was thinking about them individually when designing the

product, thus they feel obliged to purchase it. The advert also directly targets the listener through second person language such as your.

The purpose of this advert is to strengthen the brand, as it sums up what the brand stands for and mentions the name, without implying that the product is

new.The way in which the information is sandwiched between two episodes of

corrupt, sports radio broadcasts, reminds the listener towards the end of the selling point. This being that, just like how frustrated audience get with missing

parts of football matches, people also get frustrated with irritation after shaving, and this product counteracts that.

An advert like this would mainly be displayed on sport radio, such as TalkSport, as this deals with the largest male demographic typically, therefore it would reach a

large proportion of the companies target audience.

Churchill

http://mp3.radio-ads.co.uk/cd/Churchill%20'80s%20Mix'.mp3

This adverts unique selling point is the 80% good driver discount. It makes this remain in the listeners head by repeating the number ‘80’, and highlighting it in

a comical way, through the use of 80’s music. This music suggests a target audience of 30 and above, as they are more likely to get the music reference,

additionally, due to this the advert would probably be played on a station such as Heart FM, as its audience is 25+ and therefore it would reach a large

proportion of the intended demographic. However the advert uses a well known actress (Dawn French), who highlights the 80’s joke by stating, ‘If you

want your 80’s mix tape on, I will put your 80’s mix tape on’, therefore suggesting that the offer isn’t restricted to just over 30 drivers. The advert also

uses a subtle imperative by saying, ‘ For a 80% good driver discount, chat to Churchill.’ This is a persuasive technique, as it makes the listener feel as though

they are being directly told what to do in order to get a reward. The purpose of this advert is to raise awareness of this offer, and strengthen the brand name, as it sums up what the brand stands for through the use of

the words ‘Good driver’, thus implying that they only support safe drivers, and repeats the name several times, by naming the dog character after the brand.

Zoopla

http://mp3.radio-ads.co.uk/cd/Cr01B7A3561_128.mp3

The unique selling point of this advert, is that it is a ‘Smarter property search’, which gives more ‘exposure’ when a house is on the market. It presents this in the format of a story. The advert has two houses talking, along with a narrator

who introduces them. The way that they talk, sounds slightly like a dating advert, if they were humans and not houses, for example when the female

voice says ‘I got some new low cut curtains’ , thus implying a woman wearing a lower cut top. This adds a comedic element to the advert, thus making it more

entertaining. The content also repeats the brand name 4 times. As the characters repeat it thrice, this is a technique called ‘Triplets’ which makes a

word remain in the head of a listener long after they have listened to it. Finally, the advert presents opinions as fact by stating that Zoopla is a ‘smarter’ way to sell a house. However as it does not offer a comparison, or evidence, this is an

empty statement. The purpose of this is to strengthen the brand name, this is apparent as it does

not use words such as ‘new’, therefore suggesting that it is a pre-exsistingservice. The audio also sums up what the brand stands for, gaining exposure for

properties on the market through presenting them on a website, thus displaying that it is a service, not a product.

It would be on stations such as Heart FM as they have the largest proportion of potential home owners, due to their demographic being over 25 year olds.

TomTom

http://mp3.radio-ads.co.uk/cd/Pregnant.mp3

The adverts selling point is that this sat-nav offers a range of routes, including quicker ones when requested. It appeals to both men and women as both

characters in the piece are women, however stereotypically men are more likely to be drivers. The way in which the advert conjures an awkward situation, and

then manipulates the need to escape quickly adds a comedic effect, and also may be relatable to some listeners. The advert also directly targets the listener

through second person language such as ‘you’.The purpose of this advert is to strengthen the brand, as it sums up what the

brand stands for and mentions the name, without implying that the product is new.The advert, I feel, is one of the weaker ones out of the ones I have chosen, as

it waits until 27 seconds in to mention the brand name, and 24 seconds until it even suggests what the product does.

An advert like this would mainly be displayed on radio such as radio 1, as it is a commonly listened to radio of a morning, as it offers traffic updates on the way to

work, and therefore would be the target audience of a driving accessory (also meaning that the product is aimed at people aged 18 and above due to laws on

driving)

Advertising standards authorityThe ASA is the worlds largest agency that is associated with the standardisation of advertisements. They check adverts based against 7

categorical boundaries when complaints are made. These categories are: General, Misleading, Harm and offence, Children, Tobacco, Alcohol and Gambling. They can be broken down further, for example, any alcohol products should be represented as being unsafe in

high dosages and not to be consumed by anyone under the age of 18, and children can not be shown in hazardous conditions except to promote safety, E.G a child protection appeal. The ASA have to authority to remove any adverts that can be considered offence in any

format, if they feel that it is appropriate. They deal with (according to their website http://www.asa.org.uk/Consumers/What-we-cover.aspx):

Magazine and newspaper advertisementsRadio and TV commercials (not programmes or programme sponsorship)

Television Shopping ChannelsAdvertisements on the Internet, including:

banner and display adspaid-for (sponsored) search

Marketing on companies’ own websites and in other space they control like social networking sites Twitter and FacebookCommercial e-mail and SMS text message ads

Posters on legitimate poster sites (not fly posters)Leaflets and brochuresCinema commercials

Direct mail (advertising sent through the post and addressed to you personally)Door drops and circulars (advertising posted through the letter box without your name on)

Ads on CD ROMs, DVD and video, and faxesSales promotions, such as special offers, prize draws and competitions wherever they appear.

BCAP codes

These are the rules that an advert must oblige with in order to be aired on the radio. They are divided into 32 categories, ranging from

specialties to general rules about scheduling. These are in place in order to ensure

minimum offence is taken by adverts, but still allowing for creativity and creators to get their

points across in unique ways.

Nivea for men advertThe advert abides with the advertising codes. It is identifiable as an advert as it begins to describe the product 14 seconds into the audio. It does not carry any noticeably offensive

content or encourage violence in any way. It doesn't specifically name an age group of which it is targeting, although due to the product it would appeal to men into and past puberty.

During production, the creators would have had to consider the rules set be the Committee of advertising practise. As it is a cosmetic and medical related product, focusing on ‘sensitive skin’, the advertisers would have had to focus on section: 11 Medicines, medical devices,

treatments and health, especially paying attention to: 11.1 Radio Central Copy Clearance - Radio broadcasters must ensure advertisements subject

to this section are centrally cleared.11.2 If they are necessary for the assessment of claims, broadcasters must, before the

advertisement is broadcast, obtain generally accepted scientific evidence and independent expert advice.

11.3 Advertisements must not discourage essential treatment for conditions for which medical supervision should be sought.

Churchill The advert appears abide with the advertising codes. It is identifiable as an advert as it begins to describe the product 21 seconds into the audio. It does not carry any noticeably offensive

content or encourage violence in any way. It doesn't specifically name an age group of which it is targeting, although due to the product it would appeal to men and women 26 years old and

above, as the terms and conditions of the discount say that the driver must have 8 years + experience.

During production, the creators would have had to consider the rules set be the Committee of advertising practise. As it is a motoring product, focusing on insurance the advertisers would

have to focus on: 20 Motoring and 14 Financial products, services and investments especially paying attention to...

20.1Advertisements must not condone or encourage dangerous, competitive, inconsiderate or irresponsible driving or motorcycling. Advertisements must not suggest that driving or

motorcycling safely is staid or boring.14.4.3exempt under the FPO. An advertisement by a general insurance intermediary need not

be approved by an authorised person if it is a generic promotion and exempted by the FPO. (That is usually if the advertisement

does not identify an insurer, insurance intermediary or product; so it will usually apply if the financial promotion refers generally to product types.)

14.7.1they must be factually accurate at the time of broadcast and the advertisement must be modified immediately if the rate changes

ZooplaThe advert appears abide with the advertising codes. It is identifiable as an advert as it

begins to describe the product 13 seconds into the audio. It does not carry any noticeably offensive content or encourage violence in any way. It doesn't specifically

name an age group of which it is targeting, although due to the product it would appeal to men and women old enough to buy and sell a property, as it would require a strong

financial back ground.

During production, the creators would have had to consider the rules set be the Committee of advertising practise. As it is a property service, focusing on selling houses the advertisers would have to focus on: 03 Misleading advertising and 01 Compliance,

as websites do not have a specific category on the BCAP site, especially paying attention to...

1.3Advertisements must comply with the law and broadcasters must make that a condition of acceptance.

3.12Advertisements must not mislead by exaggerating the capability or performance of a product or service. (due to the use of the wording ‘smarter property search’

TomTom

The advert appears abide with the advertising codes. It is identifiable as an advert as it begins to describe the product 24 seconds into the audio. It does not carry any noticeably offensive content or encourage violence in any way. It doesn't specifically name an age group of which it is targeting, although due to the product it would appeal to men and women,18years old and above, as it is a

driving product, and it is illegal to drive under the age of 18.

During production, the creators would have had to consider the rules set be the Committee of advertising practise. As it is a driving accessory, focusing on directions the advertisers would have to

focus on: 20 Motoring especially paying attention to...20.1Advertisements must not condone or encourage dangerous, competitive, inconsiderate or

irresponsible driving or motorcycling. Advertisements must not suggest that driving or motorcycling safely is staid or boring.

20.4Motoring advertisements must not refer to speed in a way that might condone or encourage dangerous, competitive, inconsiderate or irresponsible driving or motorcycling. Factual statements about a vehicle’s speed or acceleration are permissible but must not be presented as a reason for

preferring the advertised vehicle. Speed or accelerationclaims must not be the main selling message of an advertisement.