Myself and Amber came into college during the half term to catch up on outstanding work, Kim and Christina were unable to make it in on these dates as they had previously made appointments. Our main concern was the stage we were at with the radio advert. Our first task to complete was the organising of the clips. They had to be named to ensure the edit would be seamless. Not naming the clips and underlining their quality would make implementing them into the time line a difficult activity. Amber went through these and completed this as I looked at suitable sounds and music. I used http://freeplaymusic.com/ this website allows use of their sounds for any use including commercial, home and educational use. After looking at other websites I was fairly pessimistic that I would be able to find suitable sounds as many of the free ones are low quality however this site had a huge database that had a range of various genres of music.I always find things can follow so easily after finding the base music, as you can can tailor the audio clips according.
After this, we started to implement the basis of our advert into the main time line. Amber continued to do this as I continued my research into music and radio advert skills. Although it was not required that we created a branded radio jingle, myself and Amber mutually agreed that this would allow us to establish a target audience and a feel for the kind of radio genre it would be played. It was also a good way to demonstrate our skills in audio editing.
Many of the clips we used were inadequate for use (volume was too low, background noise), so we had to use a range of effects available within Final Cut Pro that would rectify these issues. After Amber rearranged the radio advert into its basic layout I was able to proceed and add necessary effects to make the audio more audience friendly. This included pitch correcting, cropping, and volume alterations. I went on to apply these effects, this had a successful outcome and improved the overall audible quality of the advert.
By this point the advert was coming along well. We had added required effects throughout the edit, the only problem we encountered was the distance between and timing of some of the dialogue. It could obviously cut and move the dialogue closer together but this was an issue as it after flowed quite well. As I repeat the possible answers twice instead of using the actual captured dialogue, I decided to copy and paste the best suited dialogue.
I then took the music from the chosen website as that would start to give the radio advert structure. The screenshot below is where I got all sound effects and music for the advert. This included:
- Pop News
- Hackensack
- Funky Peppers
The below two clips illustrate how I used sound clips from Lost and Found in the radio advert to ensure consistency of media through advertising mediums.
Reaching our target audience
In terms of conventions, the choice of music was very conventional and stereotypical of a radio advert whether it be TV medium or radio. I thought the chosen was ‘lighthearted funk’. It had the attributes to suit our young age target audience yet it had a cultured feel to go with the adverts association with London. This had a great response from he rest of the group yet I did have negative comment from the used telephone sound used when the dialogue says about calling in. They said the use of the sound made the advert appear ‘cheesy’ and it made it lose much of its character.
From online research I have found that using the generic ‘radio advert’ format can prove to have a positive influence over the quality of the radio advert.
