A2 Media

1. Codes and Conventions of a radio
trailer
Keyshawna Bailey

2. - A radio advert can range from 15 to 60 seconds but the average is around 30
seconds.
- It will tell you the qualities of the product.
- Often contains a music bed or ‘’jingle’’ to make the advert memorable with a voice
over on top.
- The voiceover often contains a woman's voice.
- Will contain a slogan of the product.
- Language use will be tailored to demographic.
- The mode of address will be directly to the audience.
- Music is rarely copyrighted.
- The voiceover will be upbeat and lively to attract attention and typically uses an
English accent and will speak very clearly for audibility.
- Heavy persuasive language.

3. BBC Radio 1
The radio adverts that feature on BBC Radio 1 come only from BBC. This means, it
only advertises radio programmes featuring on its other radio stations for example
BBC Radio 1Xtra. This is because the target audience for both radio stations is similar
as for Radio 1 it is 15-29 year olds and for 1Xtra it is 15-24 year olds meaning the
audience will be interested in the adverts being broadcast. As well as this, TV programs
are also advertised throughout the day on the radio station for example ‘Eastenders
‘which is on BBC 1 and ‘Don’t Tell The Bride’ which is on BBC Three – this is in order
to gain a wider audience.

4. Capital FM
Capital FM advertises both locally and nationally as the radio station can be listened to
nationally for example on the television or on their app or it can be listened to locally
through the car radio. This means that local businesses benefit from advertising on
capital as well as popular businesses. More local adverts often include jingles and
sound effects to attract the audience. As well as this, Capital ensure that the
advertisements target the right people at the right time therefore the more important
adverts will be broadcast during rush hour in the morning and at night in order to
reach a big audience.

5. Heart FM
Heart FM also broadcast locally and nationally which means they also include
jingles and catchy slogans. As well as this, their target audience is older than
the previous radio stations then the adverts will be more targeted towards
people over 25 for example, home insurance or life insurance adverts which
also means the adverts may have a more serious tone.