Planning a radio advertisement

Background

Radio and television are the two most modern forms of art and entertainment.

In a way that even printing cannot, radio and television bring the outside world into the home.

The first radio signal through the air was made in 1895, but it was not until the 1920s that regular broadcasting became established.

Radio has made some of its biggest borrowings from the concert hall.

With news and its background, broadcasting has borrowed the techniques of newspapers and translated them into sound items.

Radio Dramas

Radio has created as well as borrowed art forms.

This is true of radio drama, where the effect is similar to that produced by reading a novel.

The listener builds up a mental image of what is happening.

Radio drama must do this entirely through dialogue, with a few sound effects to help set the scene and complete the illusion.

The ability of radio to leap though space and time gives it an advantage over theatre, cinema and television.

It can create impossible situations, which comedy writers have been quick to take advantage of.

Occasions

Radio and, even more so television, excel in bringing great occasions to life.

To do this, radio, the first in the field, created the ‘commentator’, who could describe to the listeners the scene he was watching.

Special Programmes

Broadcasting has given rise to numerous special kinds of programmes.

On the entertainment side, the best known is the serialised drama, often called a ‘soap opera’, because in the early days of such dramas on radio, many had a soap company as their sponsor.

Halfway between entertainment and information is the ‘chat show’, in which well known people take part in informal and often unscripted discussions.

In quiz programmes, professional teams and members of the public are invited to answer questions for prizes.

Other programmes include documentaries, educational programmes, religious broadcasting, children’s programmes, and music programmes (some specially aimed at the teenager and young adult and they have produced a new style of broadcaster – the Disc Jockey.)

Advertising

Almost as popular as the actual programmes, are the commercials – the advertisements that are broadcast by commercial radio and television stations to pay for the service.

Advertising ‘jingles’, with their catchy tunes, and many famous personalities are willing to participate in them.

Commercials provide the catchphrases which broadcasting has helped to put into everyday speech.

A form of musical catchphrase is the ‘signature tune’, which introduce the majority of regular programmes.

Tricks of the Trade

Radio and television employ tricks of the trade to make their programmes more enjoyable and realistic.

A broadcast from a small studio may sound as if it is coming from a big hall or other large building because ‘echo’ has been introduced.

Various sound effects are devised to create sounds and effects that cannot physically be brought into the studio, e.g. the weather.

Nowadays most of these special sound effects are pre-recorded!

1. Sound Effects

• Have the learners produce various sound effects from objects found in the classroom.
• Record the effects and play them back to the class.

2. The Advertisement

• Have the learners devise and plan a radio advertisement, advertising a special event happening at the school, e.g. the African Dance of ‘Activities for the Learner Grade 9 Module 4 Learning Unit 2’.
• The following aspects must be taken into consideration when planning this advertisement:

• There has to be a script.
• Who is doing the voice-over (dialogue) for the advertisement?
• Is there going to be music? If so, what is it going to be?

• Will special effects be used? Which?
• How long is the advertisement going to be? (Not more than 60 seconds)
• Who will be the director?
• Who will be the producer?
• Who is going to record the advertisement?
• Is there recording equipment available for this project?
• Who is the target audience?

• Divide the learners up into groups – depending on how large or small your class is.
• Have the groups plan, write and produce an advertisement for the “African Dance” of Learning Unit 2, Grade 9 Module 4: Dance.
• Let the learners select the advertisement they would like to broadcast – there can be more than one.

3the broadcast

• Broadcast the winning advertisements over the school intercom to advertise the dance.