One crucial element within this advert was the person talking. He spoke
with such enthusiasm in his voice, in such a happy tone that it gives off a
very warming and friendly impression of the college. This could go a long way
in securing open day visitors (the main purpose of the advert) as it influences
them to have a to imagine the college as a friendly environment for those who
go there. Not only is the delivery important, but also the content. Within this
advert, the colleges open day is advertised, so the script must be able to give
the relevant information in the short time available. This was executed well in
tis advert as from the very start, the narrator states “this Saturday” in
reference to when the open day is taking place. Then at the end, the narrator
recaps on this (by saying “open day, this Saturday, from 11 till 3”), to
reiterate the main point of the advert. This is an attempt to make the listener
remember that piece of information once they are done listening to the advert.
On the second time, the narrator is more informative and gives specifics, this
is good as it is very useful to the listener if they do want to go to the open
day, but it also gives off a better impression of the college, as it shows them
trying to help you as much as possible. However, they do not give an address,
this may seem like it was forgotten about, but it may have been intentional in
an attempt to get the listener to find out more themselves. This is because it
may divert more traffic onto the colleges website. The content of the advert
also includes information about the college in general such as courses and
qualification types available (“art, design, and digital media” and the
narrator informing the listener that the college offers degrees, foundations
and extended diplomas). This all helps in the long term task of securing the
students, as it will spark their interest in the college if it offers subjects
they like. This is done to instantly reach their intended target audience, and
to filter out any students that may not be interested. This can help make the
open day an efficient one that could be worth holding and funding, as the
students there are already interested in the subjects on offer, meaning they
should pay more attention and get the most out of it.
The next convention they’ve used is actually an English language
technique, this is direct address. The advert tells the audience to “begin your
creative journey”, the word creative refers back to the subjects and courses
that the college offers, with, art and digital media being the core focus of
the colleges attention. This is persuasive language which also refers to the
type of students they want at the college, creative people who will be suitable
for the courses on offer. The word journey is also used to make the idea of
spending the next two years of their lives at the college more exciting, making
it appeal to the listener more than just a regular college. Instead of just
having someone voice being the only audio, they have also added light, up-beat music
to add another dimension to the advert to make it more entertaining. The music
is louder, and more attention grabbing at the beginning, to make sure the
audience in listening, and then it becomes quieter nearer the end while the
narrator is making important points and recapping on the start of the advert.
Lowering the volume of music is done to focus the attention of the listener on
what is being said, rather than what is going on in the background. Finally,
the advert didn’t out stay its welcome, with a length of 20 seconds being very
appropriate for what was said. This keeps it short and sweet so the attention
of the listener isn’t lost due to it being stretched out longer than necessary.
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