2.1 Advert evaluation

This is my evaluation of my radio advert script.

Assignment 2.1 Evaluation

To construct my advert I initially looked through the college website for facts which would be useful to include in promoting the college. I already had the idea for the general premise of a voice over advert going wrong in my head but I needed to research figures which would fit in. I wrote down my ideas about how the interaction between the two characters would go and used this as a basis to try out using the script form, extracts from this became part of my first and second drafts.

Once my first draft was complete I designed a feedback form for classmates to write down what they though of my initial ideas. I asked “Does this advert appeal to you? Why?” the general consensus was that they liked it because it involved humour and because it was different to most things they heard regularly on the radio. I used this and decided that I should make my final draft funnier for more entertainment value. The second question was about how memorable it was and most people said it was because of the humour used. Thirdly I asked “What would you suggest to improve the script?” this is where I felt I got the best feedback as several people mentioned that there should be some sort of jingle or song playing. Taking this on board I added a short musical bed for the director to speak over at the end of may advert, I felt that this would also help my premise fit in better with the conventions people are used to hearing. Finally I asked whether the accent of those involved in the advert would matter to the listener. Only one person said they felt this way so although I initially had concerns about the locality element, I decided not to specify.

As I’ve already mentioned the premise for my idea is pretty unconventional but a lot of the script content does fit in with the norm for radio advertisements. Like most adverts the end of mine guides people to the website it’s promoting, “Visit www.gateshead.ac.uk”. I have also used persuasive language which all adverts use, “Come to Gateshead College, it’s a great place to learn”. There are also examples of how my advert subverts typical conventions of radio. An example of this is in the line “…Wait that can’t be right…” the fact that the voice actor in the script dismisses the information about the college as being exaggerated does not fit in with how most other adverts go. The use of humour in my script also subverts the usual conventions in adverts. Not to say that other adverts don’t use humour, it’s the fact that my script sounds a lot more surreal than others do. Having an actor run out of a recording shouting “I want to be a policeman” definitely does not follow radio conventions.

I believe that my script would make a pretty successful advert overall. It targets the audience by using humour and by standing out from other adverts they hear it will be much more memorable. It achieves the goal of promoting Gateshead College by including the relevant information in the advert and by using language and phrases which will persuade people to want to study there. Looking at the advert from a negative aspect, maybe the fact that it is different to what’s out there it may give out the wrong impression of the college. Keeping the views of the client in mind when making an advert is crucial, if you don’t then they probably won’t use your idea. This is something I will have to consider next time I’m writing an advert script.

In summation I have learned several new things such as how to write a script for a radio advert, how to research for a radio advert, how to use feedback to make improvements and how to evaluate scripts I have written. I believe that to improve my advert I could have put more effort in at the research stage and find more relevant information to do with the college. Next time I will develop my second draft further from my original idea as I believe this will allow me to improve my overall script.

David Burd