This document discusses how radio advertisements can effectively promote products and companies. It provides examples from 2005 of McDonald's and Jaffa Cakes' successful radio ads. Both ads followed conventions like clear voices, mentioning the company and deals, but were also creative in their storytelling - the McDonald's ad sounded like a realistic order, while the Jaffa Cakes ad brought in references to reality TV shows to appeal to different audiences. The document analyzes these ads as models for how to craft an effective radio advertisement.

1. This is an example website (The Radio Advertising, Hall of Fame) of how companies have
attempted to advertise their products through radio advertising. This is a list of the companies
who had the most successful adverts in 2005, it may be a while ago but listening to the
samples provided gave me a chance to see how I want to portray my newspaper through radio
advertisement.
Examples
• McDonalds Advert - Followed main conventions – Clear voice to hear, mentions
main deal they are advertising, the name of company mentioned clearly, to give
audience clear information on company.
Although most radio adverts have a background noise to it, for example crowd noise,
this advert is different it is clear and more realistic as if you are placing an order, this
will appeal to the audience for it is creative and relates to the audience in a realistic
sense.
• Jaffa cakes Advert – This advert is quite similar to the McDonalds one for it is based
on a phone call, and there is no real background noise. The creative part of this advert
is that it brings in a reality TV show such as big brother, which can relate to the
working class part of society for they watch most reality TV shows, and also bringing
in the world cup will appeal to most of society and will overall better the appeal of
Jaffa cakes, they still followed conventions though by mentioning clearly the
company name and what deal they may be offering at that time.