Another radio advertisement for youth with gambling issues dealt with a gambler playing poker and trying to go against the odds and win enough money to pay for his college life. We know that the audience is targeted to college/university student because of narrator's lines. The male talking in the advertisement makes it seem more appealing to males because they can relate to him more easily than females. However, the use of jargon towards the game of poker would be the key factor to a connection for the audience. Without understand some key words in the advertisement related to poker, you may not understand what it going on. The tone of desperation from the character's voice provides a sort of fear coming from his ability to win, because he realizes that maybe it will not happen, and won't be able to pay rent. From this advertisement, we have captured the mentality of the gambler, like we are inside his head, hearing exactly what he is thinking. The use of exposition, when he says, "I need money for last month's rent," explains to us that he's used up all his money gambling, is behind on his rent, and desperately needs to win to pay it off. This is effective because this one line provides the audience with a full story without having to say much. Also, the use of sound effects is effective to set a mood for the story to play on. The advertisement could have added a "For more information," line during the voiceover so anybody looking for help can find it after listening to the advertisement.
When creating a radio advertisement there can be difficulties that a producer may face. The conventions used must be specific to the target audience. For example, the use of jargon will probably appeal mostly to those who understand the terms. Anybody who does not see what the advertisement is about because of those terms, probably will stop listening afterwards. The use of SFX is particular to the audience because you have to find something that is appealing, but sets the right mood and setting for the advertisement. Other difficulties include time management and technical difficulties after the production, such as layering sounds by accident, or awkward pauses, which can all be fixed with editing.
Group | Conventions used | Strengths | Areas to improve |
1 | - Music - personal experience - Uses statistics | - Sympathy towards the audience, using personal experience, very easy to relate for the audience. - The mood allows you to think twice about what is being said | - No echo, or fix the echo. |
2 | - Narrative (denial, conflict, they argue) - Heart strings technique - Mood - Statistics - Voice over - Dialogue - Repetition | - Easily relatable - Tone can be seen through emotions - Echo creates dream-like state - Identifiable with females | - Make the voice over clearer - No need to say thank you |
3 | - Uses repetition (says gambling and problem and help) - Narrative - Uses voiceover - Audience shown more to males (mention of sports gambling) | - Clear on message - Demographic is not only for teens - Effective, informative | - More of a transition into the piece, set more of a mood |
4 | - Narrative/dialogue - Large range of audience (gamblers and friends) - | - Boom represent realization - Feels as if your pulse is beating with it - Good use of ambient sounds for setting | - Make dialogue more clear - Music too loud, could tone it down |
5 | - Narrative - Target audience is gamblers themselves - SFX, wind and door slams - Provides thoughts of characters to audience | - Background music sets pace (of walking) | |
6 | - SFX used to create setting - Uses male and female voices for a wider audience | - Easily relatable to teens because of school setting - Good use of different voices - Use of fear prominent “don’t let your friend be a statistic” | - Slow down narrator’s information |
7 | - Bell sets setting - Ambience background as being at a school - Narrative is different than voice over/dialogue | - Good setting - Easy to relate to | - Does not apply to female perspective - Not clear gambling message at the beginning |
8 | - Avoided use of SFX - Targeted towards an older audience - Narrative | - Use of story - No SFX used because of purpose of message - Good use of voice-changer - Good use of different voice | - Not clear on who the target audience is |
9 | - Use of music to set mood - Heart-strings - Target audience is: teens – adults - Accent used - Cinematic – setting up a story - Use of SFX | - Serious tone sets ‘dark’ mood - Message serious, but easily understandable - Good slogan, don’t start, otherwise you won`t stop - Direct address to audience | - Music a little loud - |
10 | - Hearing the thoughts of the gambler - Narrative - Uses fear for the character - Use of jargon - Use of exposition “I need money for last month’s rent” - Use of SFX | - Target audience: college/uni students; pay for rent - Can be easily related to because of lines used such as “all or nothing” - Tone of desperation - Mentality of gambler captured | - Could add “for more information” - Could use “echo” |
11 | - Used SFX of dice - Dialogue - Directly addressing - Repetition - Use of fear | - Good use of repetition; leaves an impact - Clear message - Target audience? | - Better SFX - Make it seem more attractive |
12 | - Use of heart-strings - Repetition - Personal use - Direct addressing - Use of music (changes the mood) | - Target audience: teens (females/males) - Imagine and change of music changes mentality of gambling - Good use of music | - |
13 | - SFX used - Dialogue/narrative - Plays on heart strings - Ambience effect - Statistics | - Use of phone number instead of website - Over pronounced tone - Personification of being a teenager - Gives message that gambling gives you nothing - Shows relationship between characters | - |
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