Let me talk to you, we’re about to break down five radio ads in five paragraphs. Leave Your comment below and tell me your break down. Let’s get started.
As you listen to Hollywood Video’s radio ad, imagine the feeling of clicking the seat belt before the rollercoaster ride begins. The advertisement quickly gets off the mission statement of “trying to unpack all the action and suspense of a movie in 60 seconds” within the first five seconds, which is the start of the ride. The movie that was covered was Scream 2, which told me this advertisement was meant for people who like movies between the ages of 18-35, which was the movies target audience. The advertisement gave listeners a brief overview of the movie and tried to convince listeners to rent the movie at a local Hollywood Video store. The drive of the ad is to increase video sale rentals at their Hollywood Video store and also increase foot traffic.
Link: http://www.adbuzz.com/radio_spots/hwoodvideo_scream.mp3
As you listen to this ad presented by the Ad Council and the President’s Council on Fitness and Sports, the first feeling you may think of is “Awww, it feels so lovey dovey in here” which for me is blahh, but the ensuing words don’t match the music. The target audience of the advertisement is men between the ages of 25-45 who may have high body fat percentages due to the targeted physical proportions described. The advertisement includes a call to action for men to “get up and get out” which is straight to the point. The specific purpose of this public announcement is to encourage men to get men to become more health conscious and increase their exercise activity. I get it, if I want to meet a woman romantically, then I can’t be overweight.
http://www.adbuzz.com/radio_spots/adcouncil_sohot.mp3
If you like music and comedy, then this advertisement for the 2000 Volkswagen Jetta is for you. This advertisement was to simply get people to buy a vehicle that won a five-star rating from the National Traffic Highway Association. Wow, this vehicle is the only four-door compact Sudan with this rating on the market, I have to get it now, is the overall arching message. The advertisement cited how owning this vehicle will make for a safer ride in dealing with “the boneheads” on the road, which infused real life into a jingle. This advertisement targeted individuals who might be looking to purchase a new vehicle or current Volkswagen customers in hopes of increasing sales.
http://www.adbuzz.com/radio_spots/VW_boneheads.mp3
Anytime an advertisement starts with a statement, I have to picture the prospective customer and starting with “you probably know someone who thinks they’re pretty smart,” makes me raise my hand. As the voice narration (which is so robotic sounding) continues, the clear target audience for the new “Mindtrap” game are males between the ages of 21-45. The objective is to incentivize men to buy this game that will give them a chance to show off their “lateral thinking” skills. The advertisement describes the types of questions that would be asked and how easy it would be for guys who want to show off to win (just memorize the answers before playing). Would I buy it, yeah, why because any chance I can prove that I am the smartest person in the room … I’m going to take it.
http://www.adbuzz.com/radio_spots/pressmantoys.mp3
As soon as an advertisement opens with the voice of a kid saying “I like the zoo better than T.V.” I must roll my eyes and question the writer. The Baltimore Zoo shouldn’t assume or lie in the first five seconds of an advertisement that clearly targets families in the local Baltimore area (or visiting tourists). The advertisement compares visiting the zoo and looking at real animals to watching television where it’s framed and “fake” which tells me this advertisement wants to sell you the experience (over possible home comfort). The advertisement tries to convince listeners to drive on I-83 and come look at animals that will “stare at you” which I don’t know any child who would endorse having any animal just look at me. Clearly the advertisement is saying “Turn off your T.V. and come and see real animals” but beyond that there’s nothing else … I wonder does the Baltimore Zoo even serve food. Hmmm food and animals.
Greg,
I had similar (ambiguous) feelings in regard to your analysis of the President’s Council on Sports, Fitness & Nutrition (PCSFN) ad. That organization and the federal advisory committee aimed to promote healthy eating and physical activity through an interesting approach. This ad comes off a bit campy, and I wonder how the ad would play in today’s social marketplace. Yet there is something about this ad that gets its point across. Something that hits close to home. And also, something that seems a bit off. Part of me thinks the disjointed presentation of music and language of this ad was by design. If so, the ad is a bit of marketing genius.