Radio Advertisement Comparison

Within this report, I will be analysing two radio advertisements. The two adverts that I have chosen are the 'Coca Cola - Summer Sound Radio Ad' and 'Dogs Trust' These two adverts completely contrast one another in terms of the audience that each are aimed towards.

Coca Cola is a company based around a soft drink, which is distributed globally and well known amongst many. The advert bases around an individual having a conversation with "thirst" whereby he plays 'thirst' a variety of sound effects to see if he can handle them. The sound effects are used to portray different scenes e.g. the sound of seagulls, which makes the audience, think of a beach. Which was the adverts aim... However at the end of the advert he uses the sound of a beverage being opened. In which "thirst" is tricked into thinking it is a sound affect when in reality it was not. This is shown to the audience by the conversation he has with "thirst"; "Ha! Got you there thirst that wasn't sound affects, that was a coke." whereby "thirst" retorts with: I'm no longer thirsty. As we can see that the conversation between "thirst" and our person flows very well so to speak that it sounds as if he is speaking to another person. When actually, he is speaking to his own thirst. This type of conversational tone helps promote the item by showing the consumer that a coke is a drink that can be drunk in any given situation. The aim of the advert is very clear as any listener would be able to guess the aim of the actual advert, which is any companies aim to promote the actual object. In this case, Coca Cola have done this in a unique way by using an actual sense as their pinpoint. The style of the advert as a whole is based on entertainment with a slight comical feel given to it. This being because he is informative, yet able to capture the listener by the conversation he is having with his thirst. The way that the advert ends is with their slogan "Coca Cola, open happiness" which is self-explanatory in a sense that they believe their drink will make you happy and that is no way that you could not enjoy it. The advert is a one off as it bases around a singular object; that being "thirst" and the actual drink.

In comparison to previous advertisements which Coca Cola have created they have usually been based around drinking the beverage which will essentially make the consumer happy which is in actual fact their slogan. "Coca Cola, Open happiness" The way in which the company has advertised this has been done through a variety of mediums, radio, T.V, imagery etc. Promoting this concept that if you are to drink their beverage it will bring you happiness.  In terms of how the company advertises their product, is very interesting and unique. This being because they not only advertise their actual drink, but this concept/ idea of being happy. As stated before they believe that their drink will bring happiness to anyone who consumes it. 

"In March 2013, Coca-Cola set out to break down barriers and create a simple moment of connection between two nations -- India and Pakistan."

This particular project named 'Small World Machines' allowed Coca Cola to not only promote their beverage but also allow their company to be seen in a brighter light as helping individuals throughout the world. As said in their own words, Coca Cola described the project in their own words below: 

"The initiative "Small World Machines" provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols -- together."

Coca Cola, usually base their ideas/ concepts of advertising around one idea. E.g. the 'Summer' advert had been created based around the idea of being thirsty due to it being the season of 'summer' therefore they took advantage of this thus creating the advert. In terms of other means, they have also created adverts based around winter, but more importantly the celebration of 'Christmas' this again is another advertisement which was created for T.V advertising but nonetheless is still one of Coca Cola's most popular ads. In terms of the reasoning behind the creation of the advert again, they have based the concept of their advertisement on one convention in this case; Christmas. Coca Cola are able to take full advantage of this particular season, due to the colours of their company being 'Red and White' which is what we as a society relate 'Santa Clause/ Father Christmas' too. Therefore when creating the advertisement it was fairly easy for them to get the conventions of their advert correct. 

The target audience, which Coca Cola are aiming for through this, advert; would be those who enjoy a good beverage as well as company. Due to this the age group, which is aimed towards this advert, would be teens from the age of 15 and upward.  The implication of the advert being aimed towards, this target audience would be due to the slogan and chosen script. The script, bases around as mentioned before a male speaking to his thirst therefore through this we could connect this particular situation to a young teen that is thirsty and fancies a drink. The place, in which the teen could hear this advert and the idea could influence him to buy a Coca Cola, could be whilst in a car journey or just whilst running errands in a shopping mall etc. The slogan “Coca Cola, open happiness” allows the listener to believe that once this drink is drunk it will indeed make them happy and puts across that the drink is the source to your mood changing… Then again it can be considered that the slogan could be based around the sugars within the drink, which could make the individual who drinks it “hyper” hence the slogan ‘open happiness’ the happiness within you? Maybe.

In terms of advertising for a beverage in general, many companies do also use the concept of 'thirst' and in the attempts of influencing the consumer to by their product use their actual drink to win them over. Again which is done so with 'Sprite' through again, a T.V advertisement but that idea of 'thirst' being used to win over you, the consumer. The quote used at the end 'Freedom from Thirst' again enforcing this concept that YOU buying their product will free you from the thirst you feel.

Dogs Trust, is an animal welfare charity and humane society in the United Kingdom, which specialises in the well being of dogs. The charity rehabilitates and finds new homes for dogs, which have been abandoned or given up by their owners. The charity runs throughout the United Kingdom so in terms of advertising and the level distribution it would only be limited within the U.K. The advert that Dogs Trust have created is one that basically promotes their company but not the actual company but what it holds. In this case, the object would be 'dogs'. It starts with a number of people calling out names, which we can claim as the names of their dogs; the voice and the way that they call out their dogs names is with love and happiness. Thus implying it isn't a formal advertisement... However going more into more content of the advert; it informs the listener of where it is they got these dogs from by stating "Over 3,000 people have found their best friend at Dogs Trust" which can either solve the individuals problem or just inform them of where to go if looking for a dog. Which then shows a more formal tone it always shows a multi- voice dialogue ranging from the names being called in the beginning to the two main characters speaking. The message of the advert is the charity trying to get the consumer to adopt a dog so that they both can feel the love and adoration of a dog hence the usage of "best friend". Moving on in the advert, we are introduced to 'Sandra' who is an employee at 'Dogs Trust Dublin' who informs us of the types of dogs that they look after at the centre from puppies to golden retrievers. The advert uses persuasive techniques not only through Sandra, but also with the explanation of the dogs "Every dogs trust dog is fully vet checked, neutered, and micro chipped" This showing the audience that the actual owners know exactly what is expected of them and what it is that the audience looks for when adopting a dog. The usage of "best friend" is used twice within the radio advert, due to it being a common saying "dog is a mans best friend" which is why I think that the usage of 'best friend' has been repeated. The advert is indeed a one- off advert in that there will be more adverts promoting the charity but this is one of a kind.

In comparison to other advertisements which 'Dogs Trust' have created they have again like 'Coca Cola's' been based around a particular feeling or in this case 'having/ persuading' this again like Coca Cola's advert has been done through the usage of script however whereas Coca Cola would base their script around a season or sense Dogs Trust's advertisement constantly base around this idea of 'Dogs being a mans best friend' but also the reverse psychology of informing the audience of the negativity which takes place towards the dogs. Not only this but usually within 'T.V Advertising' for the company they base their advertisement on a perspective aspect this meaning that we are usually given the perspective of the dog. Whereby he/ she explains how they are treated and what dogs trust do for them and other dogs; this however has been done through 'T.V' advertising, however can be done through radio so long as everything is labelled within script etc.

The target audience which this dogs trust radio commercial aims towards are all types of people, this being stated all types of ages and ethnicities whom like dogs. In terms of age range it can influence a young child as they may hear the advert and want one of their own, therefore try to manipulate their parents/ careers. In terms of someone in their late 20’s and upward it could give them valid points as to why they should adopt a dog and how. Therefore this advert aims towards a whole variety of people those who want to adopt a dog, but was unaware as to where they could have been targeted. Those who were considering the option, yet did not have any valid reasons as to why have also been targeted… Then with the usage of the term “best-friend” a single child could also be aimed as life a only child can be lonely.

Coca Cola and Dogs Trust are both trying to promote their actual object and even although they are completely different as one is based upon a beverage whereas the other on a dog however there is still significance. In terms of the persuasive techniques used within both adverts, there are similarities. One major one would be the usage of a 'multi-voice' the multi-voice has been used within the Coca Cola advert to show a conversation, whereas multi-voice has been used within the 'Dogs Trust' advert as each individual having an input to the advert. In terms of the audience, Coca Cola aims for anyone and those who are fans of "happiness, fun and fizzy drinks" in comparison to Dogs Trust, their target audience would be previous dog owners or ones who want to be. 

In conclusion, both companies are trying to promote their object. They have both gone in unique ways to do so, yet they have both used 'multi-voice' however in terms of the way that they have used it they contrast; which just goes to show that although they are both promoting both adverts have their own unique style.

- Lareb

Peace, food & laughter~

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