In
this exploration, you will demonstrate an understanding
of radio ads by producing a radio spot.
You will be able to: learn the language and conventions of radio
produce a radio ad
speak to convey meaning
write to convey meaning
Radio, as an advertising medium, can be quite
powerful and cost effective.
A
radio ad is similar in structure to all other types
of ads; however,
since radio ads rely on script
and voice only, they
differ from print ads and television commercials which
have the ability to relay messages to the audience
through graphics and images. Effective radio ads
must capture the imagination of the listener.
TIPS FOR WRITING AN EFFECTIVE RADIO AD SCRIPT
Capture the listener's attention from the start and
compel the audience to listen to the entire ad.
Understand your issue so that your message will make
sense and includes accurate information.
Address your audience directly. Speak to them like
you are having a one-on-one conversation.
A good radio ad doesn't differ greatly in structure
from any other type of ad. Begin with a headline -
a strong opening line that tells the listener what
you are going to tell them. Tell them. Then finish
by telling them what you already told them. End with
a call to action.
Empower the listener to take responsibility.
Make every word count. Thirty seconds is not a lot
of time to get your point across. Choose your words
carefully and edit for unnecessary text. The average
30-second radio spot contains only about 70 words.
Repeat your product name.
How can you best use your 30 seconds of audio time?
Consider whether your ad will work best with one or
more voices, music and/or sound effects.
Proof read your script for spelling and grammar.
Radio
Scripts
Write and record a 30 or 60 second radio commercial
advertising a product. You will need the following
supplies:
audio
cassette tape
audio
tape player
microphone
script
background
music/sounds
Techniques: Select one of the following techniques:
single
announcer - one person reads the script
two
announcer - two people read a single script that has
parts written for each person
jingle
announcer - a song or jingle can be written to explain
the benefits of a product
Types of Scripts: The four main types of radio scripts
are announcement, testimonial, dialogue and musical.
announcement: information about the product or service is read to the
audience by an announcer
testimonial: a celebrity is used to endorse a product or service because
it improves the credibility of the message
dialogue: the ad is presented as a story or conversation between
two or more people. It can be humorous or serious
musical: the
script includes a great deal of music or a jingle to get
your attention and keep interest
A
radio ad requires an effective script, but also an
effective
voice. Sometimes professional actors or voice-over's
are hired to read radio scripts. Sometimes, ads are
read by station broadcasters. Some scripts require
one voice;
others, may require more voices. Sometimes, a male voice
is preferred and at other times, a female voice. Not
every voice is suitable for radio ads and being able
to read, does not mean that you are equipped with the
skills required for radio voice.
Other
than voice sounds, radio ads often incorporate background
music and/or sound effects. The music is helpful in creating
the mood of the ad. Sound effects are an excellent way
to capture the interest of the listener.
TIPS FOR READING A RADIO AD SCRIPT
Practice, practice, practice. You do not want to
sound like you are reading a script word for word.
Speak to your audience as though you were having
a one-on-one conversation.
The tone of your voice should reflect the purpose
and tone of the radio ad.
It should generate interest.
Correct pronunciation and articulation are essential.
The ad copy must be paced to ensure that listeners
understand the message and that the radio spot meets
the required time limit (usually 30 seconds).
Voice tone must be pleasing to the listener.
Radio
Voices will provide you with numerous examples of various
radio voices and scripts. Spend some time listening to
the various radio spots.
http://www.interactivevoices.com/radio_commercials.htm
Listen carefully to the following anti-smoking
radio spot. How would you describe the effectiveness
of the script, structure, voice, and sound in this spot?
What have these students managed to effectively accomplish?
On the Air
You have been hired
by your local radio station to provide the
audio elements (voice/s, music, sound effects)
to record a radio spot.
Read the Tulip and Pizza scripts carefully. What type
of voice/s would be most suitable to the subject matter
and message?
What genre of music would create an appropriate mood?
Can sound
effects be incorporated into the spot? Where?
Choose one of the scripts. Use any voice/s, background
music and sound effects that you feel are appropriate.
Record
the
radio
spot
on a
cassette tape or through a digital recording.
Submit the radio spot.
If you are interested in a career in broadcasting, visit
the following sites: Career
in Television & Broadcasting (http://www.indiainfoline.com/bisc/cgtv.html
Radio ads like all forms of advertising have a structure.
Without the aides of graphics and movement, radio ads must
have an interesting script and a strong sound bite to be
effective.
Radio
Script
