Radio Analysis

Nandos: This advert is for the restaurant chain Nandos. Nandos is a Portuguese style restaurant which specialises in chicken. In this particular advert, they use a mixture of humour and simplicity in order to make the advert both appealing and effective. The advert is humorous because of the person speaking throughout. He has a clear Hispanic accent as this is related to the style of the restaurant. He also says some things which are humorous. For example, he says “if you’re a man and you cry when Bambi’s mother dies, it’s okay”. This makes it humorous because men are stereotypically strong and won’t cry at a children’s movie, also as he says this, it sounds like he’s about to start crying. The advert is simplistic because all he is doing is listing abnormalities about people and saying “it’s okay”, this makes it effective as the advert makes it sound like Nandos appeals to everyone, no matter what.

I feel like the target audience for this advert is teenagers of any gender as humour usually links a teenager to anything. Also, within the teenage community, a popular phrase has risen which every teenager knows. The idea of a “cheeky Nandos” also makes the advert appeal to them more as they say this line either ironically or they seriously mean going for a “cheeky Nandos” with their peers.

The overall message of the advert is that no matter who you are or what you do, you will always be welcome at Nandos. The fact that after every sentence he says “it’s okay” make it sound like he wants everyone to come to Nandos. This is overall a positive message, which is what the advert aimed for.

The voice used in the advert is very stereotypical Hispanic male. You could tell he was Hispanic straight away because of the clear Spanish accent he has. The male sounded quite old as it was obvious he was a grown man. No celebrity was used in the advert as audiences could tell you if it was a celebrity or not, but for this advert they have just used a Hispanic male.

The tone of language used was informal. The reason it is informal is because the man is not well spoken, so we can presume he is neither upper or middle classes. This means he uses colloquial language to interact with the audience. Although he uses no slang, his pace of delivery is rather quick and some of the phrases are slightly different. An example being “a warden of the traffic” instead of “a traffic warden”. This could add on top of the Hispanic stereotype.

Throughout the advert, there are 2 taglines used. The first one was the line “it’s okay” This is obviously a tagline as after every sentence, the person speaking says this. As I have already said, this makes anyone welcome at Nandos, so this advert appeals to everyone. The second line is a little more obscure, but this is the official tagline for Nandos. He says it once at the end of the advert and once at the start, he says “The Spirit of Nandos”. This could suggest

that Nandos has a spirit that no other restaurant can compete with and this is what makes them unique.

The name of the restaurant was mentioned 3 times throughout the advert. This is quite a few times as they want to drill the name of their restaurant into people’s heads as they would like whoever hears the advert to go for lunch/dinner at Nandos. So if you mention the name of the advert more, you will more likely remember the name of the restaurant and go there one day.

Throughout the advert, there was no details (such as a website of a phone number) mentioned throughout the advert. This could be a bad thing as some people won’t know where to find a Nandos and they may not have access to the internet, so they would just have to get lucky and hopefully find one on the way. Towards the end of the advert, there was some stereotypical Hispanic music played in the background. This again links in with the theme of the restaurant as it is theme is pretty Hispanic.

The main purpose of this advert is to inform people about this restaurant and how it can appeal to everybody listening. The good use of taglines, humour and the fact that the advert is so simple, really make this advert effective and it was a great advert.

Volkswagen

This advert is for the car company Volkswagen and their new family saloon car, the Passat. This advert is factual; it is factual as it tells you all about the cars features. It mentions stuff like space and cost of the car, which can both be useful for car buyers if they wish to upgrade their car. The advert is also modern as this is the latest in a long line of Passat’s, so it mentions all the upgrades and how this car is better than the last model.

The overall message of this advert is to try and get people to buy their new car. As Volkswagen are a car company, they need to sell their car in order for their business to stay open. By doing a persuasive advert, they can ensure that people will look on their website or their nearest dealer and browsing the car and potentially test driving or buying the car.

Within this advert, 2 separate voices are heard. The first voice you hear is the sound of a female, but this is obviously a satnav as it gives out instructions at the start. The second voice you hear is a man who is just a narrator and a spoke man of Volkswagen. The voice of the satnav is rather seductive as the satnav has hints of a sexual woman within the robotics, especially when it says “ooh look at you”. The man is just a standard speaker for the company who gives various details such as prices, website and how good the car is.

There are various degrees of language used within the advert. The female satnav is informal as she is telling you the details of the satnav followed up by “ooh look at you!” This is rather colloquial and something said by people of a working class background. The man in this is

formal as he appears to say no jokes and just gets straight to the point. He is also very monotone so it is impossible to establish and emotions from him. Also, during the advert there are no catchphrases or taglines used. Also, the whole advert is all dialogue so the audience can concentrate on the details of the car.

Throughout the advert, the company name was only mentioned once, so was the product name which they are trying to promote and sell. The reasoning behind this is because if the company mention all the nifty little details and upgrades, you wouldn’t care about then name or the badge. It’s better to drive something with all the upgrades rather than a big branded car. At the end of the advert, a website is listed so anyone listening can check it out if they are interested.

Department of Health

This is a very serious advert as this advert portrays the dangers of smoking and how it can kill. Smoking is a serious issue within the world and people want to crack down on it as it causes lung cancer and all other types of horrible diseases. The department of health offer free care for people who smoke and who wish to quit smoking. The voice heard within the advert is a young boy who is crying out to his mother to stop smoking. He uses emotive language and an emotional tone of voice in order to appeal to the audience of smokers as well as his mother.

The tone of language used is informal as this is a child’s point of view. Therefore, his language skills are not fully developed so he will use shorter phrases and less developed. If this was an adult speaking, it would be more formal as they know the correct terminology and know all the necessary information. There was no tagline used throughout.

The company’s name was mentioned clearly once in the advert. This is to ensure that the people who need help can find out information on how to stop on the company’s website. Also, a website was given at the end of the advert, so people know exactly where to go in order to get the help they need. There was no music or sound effects used during the advert as they wanted to keep the tone of the advert serious so people can listen in on the information being given as well as the child’s story.

ASA: Regulation

The ASA (Advertising Standards Agency) is a company which makes sure that all advertisements you see in public are non-bias, fair, they tell the truth and make sure that they are legal. Some examples of where they advertise are in newspapers, magazines, on the TV, on the radio and on the internet. They use guidelines and a specific set of rules in order to make the adverts, legal and non-bias for advertisement. A company which is partnered with ASA called CAP helps the ASA to support the industry to help the ASA get the advertisements right before they are published and broadcast. The CAP help give advertisers advice in the pre-production stage of advertising in order to make them legal and non-bias for the use of production. The ASA can help with the assistance of a company called CAP. The CAP say “The professional and brand damage from getting your advertisement banned by the Advertising Standards Authority can be devastating” The CAP want to help the advertisers “produce excellent and compelling campaigns” On their website are training services which can be downloaded for advertisers which explain the do’s and don’ts about the industry. The way regulatory bodies like the ASA have an impact on regulation in advertisement is huge because they can filter through non bias, fair and create competition for adverts on the radio and TV. They have a specific set of guidelines in which advertisers have to follow in order to get their advert on TV and radio. They can control where adverts go and when they can be broadcast. An example of this is and advert which showcases and alcoholic beverage. They will only be on television or over radio after 9pm as this is known as the watershed. The watershed means that anything suited for people aged 18 or over, has to be broadcast from 9pm or later so children are not influenced by anything they see. They have a specific set of rules and regulations which all advertisers must follow. Some examples include:

- Compliance: This makes sure that the market for advertisements if fair- Recognition of marketing comms: Rules making sure that the advert is clearly an

advertisement. - Misleading advertising: Makes sure the advert is true to its word and not at all

misleading. Harm and Offence: Rules so that harmful ads will not get aired for the protection of the public.

- Children: There are certain rules that must be followed if your ad contains or targets children.

- Privacy: Making sure that no one is depicted the wrong way.- Politics: Making it clear when a Political Party wants to advertise their party.- Sales Promotions: Makes sure that all sales promotions are fair and legit.- Distance Selling: Rules governing marketing communications that allow readers to

place orders without face-to-face contact with the seller.

If someone breaches the codes of the ASA, then there is a potential fact that they could get sued or possibly taken to court in order to try and get the advertisement down. They will give you the name of the person who will handle the case. They will assess your complaint against the Advertising Codes and, if it is clear the Codes have not been breached, they will let the complainer know. If it looks like there might be a problem, they will consider the issues against our prioritization principles to decide what activity we should undertake, in response. Under these principles the ASA will:

- Consider what harm or detriment has occurred or might occur- Balance the risk of taking action versus inaction- Consider the likely impact of our intervention- What resource would be proportionate to the problem to be tackled.

A recent advert which has had many complaints is the advert for the holiday website “booking.com”. The reason that this was complained about so much is because of the use of the word booking. Especially in the phrase “booking.yeah”, Many people complained due to the fact that the word booking was used in a similar fashion to the swear word which begins with an F. It ultimately leads to no action being taken as the advert caused no offence to anybody and it was seen more as a pun rather than an advert set to cause offense.