Friday, 21 November 2014
Wednesday, 5 November 2014
Radio advert analysis
The first advert I have chosen to analyse is the Lexus Switch advert.
This advert was created by Radioville and was aired on most main british radio stations such as Capital, Kiss, Jazz etc. It went on to win a Cannes & Annual Ariel Award.
The advert does not have a story or narrative as such; it consists of spoken dialogue but the main feature of the ad is how the person speaking seamlessly changes which is supposed to reflect the seamless quality and change of power from the new Lexus hybrid engines. At the end of the advert, the audience is rhetorically asked "Did you notice i'm not the same person that was speaking at the beginning of this ad?" This is particularly interesting and will grab the audiences attention and interest as it is a very unique and cool aspect.
The advert is available to listen too below.
The Lexus Hyrbid Advert
Style:
The style of the advert is very formal yet aspects of it could potentially be seen as complex with the use of the seamless voice change, rhetorical questions and some specialist language. The reason for the complex language is because the people that they are aiming the advert at, would understand the language used. The intriguing voice changes are intended to reflect Lexus as a brand to surprise and impress.
This aiming the advert a particular audience also influences the sound of the voiceover; in this advert, what sounds like a middle aged, well spoken, white gentlemen is speaking. There are a few reasons for this choice:
1) Firstly, a middle aged, well off gentleman tends to be perceived as a trustworthy figure and one that knows what he's talking about.
2) Secondly, a middle aged, well off gentleman is exactly the sort of person to buy a Lexus, and a hybrid one at that so by using that as the voiceover, the people listening that may want a Lexus would feel at ease and like they can relate.
Structure:
The advert is a one off advert and is not part of a series of adverts. It uses mild comical connotations to interest the listener. The reason it is a one off advert is because Lexus don't need to advertise a lot so they will only advertise things that they feel are especially interesting.
Purpose:
The purpose of this advert is directly promoting and selling a product, in this case, the new Lexus Hybrid engines. It also promotes the Lexus brand by portraying them as a very technologically advanced company and a eco friendly image, all of which will sell the brand and could increase brand awareness.
Use of soundbed:
From the start of the advert, classical music can be heard playing in the background and its volume increases throughout the advert until 0:14 seconds where it levels out. At 0:31 seconds the piece of music subtly changes from violins to piano and the tempo slows slightly. The reason classical music is used is because its relaxing and tends to be instrumental, so is not distracting. The musics speed is in conduction with the speed at which the narrator speaks. The advert could've had a very different tone if different music had been used. if Lexus chose to use some modern Drum n Bass or something the mood would be different and wouldn't appeal to their target market as much. The music is chosen to appeal to the customer of the product being sold, for example, in the new Lexus NX advert which is aimed at younger people, WIL.I.AM music is used and he is featured in the advert.
Use of voiceover:
The voiceover in this advert is done by two different people who seamlessly change. The tone is formal, yet friendly and the narrators are well spoken, English speaking males who's voices seem to be of an middle/upper class. We don't know the nationality of the speakers, all that I can determine is they're very well spoken in english. These voices are used because they're easy to relate to by Lexus's target audience and reflect that outlined individual. At about 0:11 seconds into the advert, the first speaker seamlessly stops and the second speaker starts talking; this goes almost unnoticed and is hard to even spot but is a key feature of this adverts voiceover.
Persuasive techniques:
I think this advert uses repeated use of product name, price and customer benefits to install them in the listeners minds. What is particularly successful about this advert is that it does repeat all the same main selling points about innovative high performance hybrid engines, without becoming annoying or cheesy. It promotes these new offerings by enthralling the listener and with a use of rhetorical questions when the speaker asks "Did you notice I'm not the same person speaking at the beginning of this advert?" If the advert had tapped into the audiences fears by talking about how hybrids are good for the environment as they help people cut down on their emissions of greenhouse gases into the atmosphere, i feel this would've further persuaded the audience and promoted Lexus as a brand.
Level of Distribution:
This advert will of been broadcasted nationally so to have the largest possible amount of listeners, and subsequently, most amount of potential customers. The reason it wasn't broadcasted internationally was because countries like America will have a different expectation of an advert.
Here I have examples of some of the regulatory standards advertising codes which had to be abided by and followed by every advert that is made.
Children: Any advert containing children or targeted at children will have to follow certain rules to ensure they're protected.
Privacy: Every advert must not depict the views of the people in it and cannot mislead the views of the public etc.
Harm & Offence: There are rules to ensure that ads do not offend a a large amount of people or cause any form of harm. The rules even refer to the loudness of adverts, and flashing imagery which could potentially cause epileptic fits.
Environmental Claims: Rules about making green products, which aren't green, are not allowed.
This advert was created by Radioville and was aired on most main british radio stations such as Capital, Kiss, Jazz etc. It went on to win a Cannes & Annual Ariel Award.
The advert does not have a story or narrative as such; it consists of spoken dialogue but the main feature of the ad is how the person speaking seamlessly changes which is supposed to reflect the seamless quality and change of power from the new Lexus hybrid engines. At the end of the advert, the audience is rhetorically asked "Did you notice i'm not the same person that was speaking at the beginning of this ad?" This is particularly interesting and will grab the audiences attention and interest as it is a very unique and cool aspect.
The advert is available to listen too below.
The Lexus Hyrbid Advert
Style:
The style of the advert is very formal yet aspects of it could potentially be seen as complex with the use of the seamless voice change, rhetorical questions and some specialist language. The reason for the complex language is because the people that they are aiming the advert at, would understand the language used. The intriguing voice changes are intended to reflect Lexus as a brand to surprise and impress.
This aiming the advert a particular audience also influences the sound of the voiceover; in this advert, what sounds like a middle aged, well spoken, white gentlemen is speaking. There are a few reasons for this choice:
1) Firstly, a middle aged, well off gentleman tends to be perceived as a trustworthy figure and one that knows what he's talking about.
2) Secondly, a middle aged, well off gentleman is exactly the sort of person to buy a Lexus, and a hybrid one at that so by using that as the voiceover, the people listening that may want a Lexus would feel at ease and like they can relate.
Structure:
The advert is a one off advert and is not part of a series of adverts. It uses mild comical connotations to interest the listener. The reason it is a one off advert is because Lexus don't need to advertise a lot so they will only advertise things that they feel are especially interesting.
Purpose:
The purpose of this advert is directly promoting and selling a product, in this case, the new Lexus Hybrid engines. It also promotes the Lexus brand by portraying them as a very technologically advanced company and a eco friendly image, all of which will sell the brand and could increase brand awareness.
Use of soundbed:
From the start of the advert, classical music can be heard playing in the background and its volume increases throughout the advert until 0:14 seconds where it levels out. At 0:31 seconds the piece of music subtly changes from violins to piano and the tempo slows slightly. The reason classical music is used is because its relaxing and tends to be instrumental, so is not distracting. The musics speed is in conduction with the speed at which the narrator speaks. The advert could've had a very different tone if different music had been used. if Lexus chose to use some modern Drum n Bass or something the mood would be different and wouldn't appeal to their target market as much. The music is chosen to appeal to the customer of the product being sold, for example, in the new Lexus NX advert which is aimed at younger people, WIL.I.AM music is used and he is featured in the advert.
Use of voiceover:
The voiceover in this advert is done by two different people who seamlessly change. The tone is formal, yet friendly and the narrators are well spoken, English speaking males who's voices seem to be of an middle/upper class. We don't know the nationality of the speakers, all that I can determine is they're very well spoken in english. These voices are used because they're easy to relate to by Lexus's target audience and reflect that outlined individual. At about 0:11 seconds into the advert, the first speaker seamlessly stops and the second speaker starts talking; this goes almost unnoticed and is hard to even spot but is a key feature of this adverts voiceover.
Persuasive techniques:
I think this advert uses repeated use of product name, price and customer benefits to install them in the listeners minds. What is particularly successful about this advert is that it does repeat all the same main selling points about innovative high performance hybrid engines, without becoming annoying or cheesy. It promotes these new offerings by enthralling the listener and with a use of rhetorical questions when the speaker asks "Did you notice I'm not the same person speaking at the beginning of this advert?" If the advert had tapped into the audiences fears by talking about how hybrids are good for the environment as they help people cut down on their emissions of greenhouse gases into the atmosphere, i feel this would've further persuaded the audience and promoted Lexus as a brand.
Level of Distribution:
This advert will of been broadcasted nationally so to have the largest possible amount of listeners, and subsequently, most amount of potential customers. The reason it wasn't broadcasted internationally was because countries like America will have a different expectation of an advert.
Here I have examples of some of the regulatory standards advertising codes which had to be abided by and followed by every advert that is made.
Children: Any advert containing children or targeted at children will have to follow certain rules to ensure they're protected.
Privacy: Every advert must not depict the views of the people in it and cannot mislead the views of the public etc.
Harm & Offence: There are rules to ensure that ads do not offend a a large amount of people or cause any form of harm. The rules even refer to the loudness of adverts, and flashing imagery which could potentially cause epileptic fits.
Environmental Claims: Rules about making green products, which aren't green, are not allowed.
I don't feel this advert
actually breaches any of the regulations as it is very inoffensive and innocent
however; if, for example they'd used a celebrity such as the aforementioned
WIL.I.AM and claimed he liked the product without his permission, there would be privacy issues there.
Another example there could be if they claimed to have the best pricing or made a claim that something is free, when its not, this would break rules protecting misleading advertising.
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