CODES AND

CONVENTIONS OF
A R A D I O A DV E RT
SIM
What is a radio advert?

A radio advert is a paid commercial that usually advertises a product, brand or company.
Advertisers pay commercial radio stations for airtime whom broadcast the advertiser’s
commercial to its preferred audience and at their preferred time.
They work towards their prospective target audience, more often than not broadcasting on a
station that is targeted at the same audience their product is.
Being so short, radio adverts have to compile as much information as possible without
overwhelming the audience.
Codes And Conventions
• Typically around 30 seconds. For optimum engagement.
• Information of the qualities of the product. Without
overwhelming the audience with information.
• Usually includes the product/brand/company slogan.
Recognizable to advertiser.
• Direct address. To engage the audience using persuasive language.
(casual/informal yet maintaining professionalism).
• Language used that is adapted to the targeted
demographic. Professional with an informal undertone for
approachability.
• Some form of music or recognizable theme tune.
Associated to advertiser.
• Upbeat, engaging voiceover style. To engage audience. Clearly
spoken – annunciation of words. (casual yet maintaining
professionalism).
• Details of the documentary’s broadcasting (where/when).
• Sound effects and ambient sound. Evokes a particular
atmosphere.
• Possibly some use of factual information. To engage the
audience.
• Maybe a snippet of sound from the documentary.
Entices the audience.
• Varied sound levels. (for voiceover, extracts from documentary
and SFX.).
FOR EXAMPLE…
Orange Radio Advert:

COMPANY SLOGAN DIRECT ADDRESS ‘you’

UNIVERSAL LANGUAGE USED 30 SECONDS

ENGAGING VOICEOVER INFORMATION OF OFFER