Adverts to Target Audience

I know that I want to include adverts on my radio station (to target my audience and to reflect the fact that my station is a local radio station) so I'm going to do research into how adverts are structured. I am going to look at adverts online and in print media. Although they are very visual (rather than in an audio format) I will be thinking about how they might work on the radio. I will be thinking about this in regards to slogans, brands, terms and conditions and any other conventions I find.

Below I will be analysing some television adverts and I will be discussing if they would work on the radio or not. 

1) John Lewis Christmas Advert

I don't think this advert would work on the radio because it is almost completely visual. Although there is some music (which plays throughout the whole advert) and sound effects, the narrative of the advert is completely displayed visually and through written words on the screen. 

2) Boots Christmas Advert

I do think this advert would work on the radio because the sound effects make it very clear what is happening (something that could be replicated on the radio). For example at the beginning of the advert you can hear the boy running down the stairs and then slamming the door which makes it clear that he has left the house. In addition there are words to support what is happening visually. This allows the audience to picture what's happening as well as hearing it. 

3) One Child Advert

This advert would work on the radio because it contains mostly speech and it does work without the visual parts. However although it would work, it would not be as powerful because the visual part of the advert connects the audience to an actual human, which makes it more emotive. 

From doing this research I have discovered that there are two kinds of adverts - ones with a narrative and ones without a narrative. On my radio station I want to include at least one of each style. 

It has also made me realise that if I am creating an advert with a narrative I will need to include lots of sound effects and music so that the listeners can visualise whats happening.