A CLIENT’S GUIDE TO: Radio Advertising

Maslow's Hierarchy of needs Abraham Maslow was a a psychologist who first introduced his concept of hierarchy of needs in his 1943 paper which was called “a theory of human motivation”. This suggests that people must be motivated to fulfill different needs before moving onto another. We can use this hierarchy theory to analyze radio advertisements to find out what needs of the audience they use to sell their products to.

Unique Selling Point  The unique selling point is what draws the listeners attention to what exactly is being sold. Initially this is what causes the audience to buy the product. All radio adverts have their pwn UPS in which the company selling the product will use as a sort of slogan for them to be well known for it. E.g.: “chat to Churchill”.

Insurance advert: Churchill  ads.co.uk/cd/Cr01BFC855E_128. mp3 ads.co.uk/cd/Cr01BFC855E_128. mp3  Audience type: working class adults both male and female aged 25 or older.  Company status: Local, UK.

Advertising persuasive technique used  This advert starts off humorous which stars a celebrity guest Dawn French people will recognize.  When the advert speaker talks about insurance, it is straight forwardly simple and factual and adds intimacy towards the listener with words like “your car”.  The alliteration is used “chat to Churchill” at the end which allows the listener to recall the company giving it rhythm.  The purpose of the advertisement was to make it more funnier than normal insurance adverts that people would find boring.  The ad gives the impression the company is kind and thoughtful when they say “free hire care when yours is off the road”.

Drinks advert: Diet Tango  ads.co.uk/cd/1999%20Diet%20Tango%20- %20Fish%20and%20Chips.mp3 ads.co.uk/cd/1999%20Diet%20Tango%20- %20Fish%20and%20Chips.mp3  Audience type: people of all ages except elder people you cant take fizzy drinks, male and female and suits all classes of people.  Type of status: national.

Advertising persuasive techniques used  This advert for diet tango starts off as fiction with a short creatively described story.  Secondly the advert then becomes humorous and uses a tone of intimacy by directing the speech to the listener with with the words “you” and “your”.  The advert is not so straight forward.  The purpose of the advertisement was to get younger peoples attention more than the elders because of their love for fizzy drinks.  Gives the writer a humorous feeling of guilt for not buying the drink “you need it because your week” linking to Maslow’s hierarchy of needs for self esteem.

Health advert: Mars Lockets  ads.co.uk/cd/Cr019DA257E_128.mp3 ads.co.uk/cd/Cr019DA257E_128.mp3  Audience type: anyone aged 16+, this advert in particular is aimed at mothers, but is also for males health.  Status: local. Pharmacies.

Advertising persuasive techniques  The advert starts off simple and straight forward about a lady who uses a tone of intimacy with the listener telling a nostalgic past story.  The advert is humorous and not complicated and doesn’t use much facts but it does solidify the brand name.  The purpose is to be simple for people rather than just mothers who are having cold symptoms.

Entertainment advert: Mamma Mia the musical  ads.co.uk/cd/Cr01C1695B0_128.mp3 ads.co.uk/cd/Cr01C1695B0_128.mp3  Audience type: young people or old and families who enjoy entertainment and musical performances.  Status: local performances.

Advertising Persuasive techniques  This advert starts off with seasonal awareness for half term so its is aimed at everyone, mainly family in the holiday.  The advert lists three features of the play, the songs that will be preformed.  The advert is factual on the performance and is informational on where and when it will take place