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'Choose Radio' is a radio advertising campaign, run by RTÉ and the Independent Broadcasters of Ireland - Junior Cycle English - Question 2 - 2014
Question 2
'Choose Radio' is a radio advertising campaign, run by RTÉ and the Independent Broadcasters of Ireland. It aims to convince businesses and organisations of the effec... show full transcript
Worked Solution & Example Answer:'Choose Radio' is a radio advertising campaign, run by RTÉ and the Independent Broadcasters of Ireland - Junior Cycle English - Question 2 - 2014
Step 1
How do both Script A and Script B on Page 4 of Paper X promote radio as a medium for advertising? Explain your answer.
Answer
Both Script A and Script B highlight the unique advantages of radio as an advertising medium.
Script A emphasizes the dramatic and exhilarating nature of radio. The use of interesting sound effects supports speech and enhances the message, making it engaging. It showcases how radio can transport listeners to different places, reinforcing the idea that radio advertisements can create a vivid imagery in the listener’s mind, thereby enhancing brand recall.
Script B, on the other hand, adopts a humorous approach. By utilizing exaggerated claims and relatable humor (e.g., mentioning public figures like Harvey Norman), it captures attention quickly. The script cleverly uses satire to engage the audience and convey the message, suggesting that radio can deliver compelling content that resonates with listeners.
Together, both scripts illustrate how radio can be a powerful medium for advertising—be it through emotional engagement in Script A or humor in Script B, highlighting the effectiveness of sound in reaching an audience.
Step 2
Using your knowledge of media studies, compare the effectiveness of advertising on radio with advertising through any one other medium.
Answer
When comparing radio advertising to television, several factors come into play:
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Cost of Production and Product: Radio typically has a lower production cost compared to television. This allows for more frequent ads without straining the budget, making it easier for businesses to maintain presence.
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Audience Reach: While radio has a broad audience, television offers visual appeal which can engage consumers more effectively. Television can show products in action, while radio relies heavily on creative graphics through sound.
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Target Audience: Both media have distinct audience demographics. Radio can be tailored to specific niches effectively through different stations, while television can reach a wider audience at prime time.
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Mobility: Radio has the advantage of being consumed anywhere, whether in a car or at home, whereas television typically requires a stationary viewer.
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Utilization of Technology: With advancing technology, radio is increasingly available through various digital platforms, making it accessible to younger generations who consume media online.
In conclusion, while both advertising mediums have their strengths, the effectiveness largely depends on the advertising goals and target audiences.
Step 3
Write the script of a radio advertisement, for a travel agency called Adventure Travel, promoting holiday packages to exciting destinations around the world.
Answer
[Sound of waves crashing and seagulls crying] Narrator (enthusiastically): "Dreaming of your next adventure? Look no further! Welcome to Adventure Travel!"
[Sound transitions to a bustling market with local music playing] Narrator: "This summer, escape to breathtaking beach resorts, explore vibrant cities, or hike through lush green mountains. We've got holiday packages tailored just for you!"
[Sound of a plane taking off] Narrator: "Whether it's sandy shores in Bali or cultural gems in Europe, Adventure Travel offers unbeatable deals that are simply irresistible!"
[Sound of a family laughing] Narrator: "Book now and create unforgettable memories with your loved ones. Visit our website or call us today! Adventure Travel—where your journey begins!"