Radio Trails Analysis

Trail for
(station/channel)

Target audience

Tone of voice?

McDonald's Radio Ad; 'Filet-O-Fish'

Families who like to eat fast food and enjoy it, including people who both like
McDonald's as well as people who have never tried it before. The aim of the
trail is to get the people who like McDonald's to buy more of it, and also reel in
new potential buyers.
There are a few different voices. At the start of the trail, there are two different
voices, which sound echoed to imitate being inside of the first person's mind.
After this, there is one narrator voice-over who introduces the offer that
McDonald's has to offer. His voice sounds clear, confident and friendly.

Sound effects?
(SFX)

There aren't any sound effects, apart from the echoes of the voices at the
start.

Wildtrack/ambient
sound?

The ambient sound used is the echoing, as I mentioned before, which helps
to create the atmosphere of being inside of the person's mind. After we switch
to the narrator, the echoing stops which signifies that we have came out of the
person's mind, and are now on the receiving end of a sales talk.

Use of music?

Music is used midway through to convey how McDonald's is a popular and

fun place to eat; the music is modern and happy, and makes it seem like
McDonald's is the best choice to eat a fish burger at.

How many tracks?

There is only one music track which plays halfway through.

Sound levels?

The sound at the beginning is quieter as there is a lack of background music.

Once the narrator begins to talk, background music plays and it sounds
louder. Sound levels are equal to each other throughout but there is more
sound in the second half of the ad.

Length?

30 seconds long. This is the minimum length of a standard conventional radio

trail. This is enough time for the producer to convey all the information they
want to convey, along with some amusement at the start. Not too long so it
doesn't 'lose' the audience.

Other notes/common
elements/conventions

Focuses on a specific selling point of the company. In this trail, filet-O-Fish

burgers are focused on as a selling point which the potential target audience
would be interested in.