I have looked at the 1979 london radio advert for the film Fantasia. The radio advert follows a specific pattern of an introduction, the use of voice overs and music.
In the radio advert for Fantasia, there is an introduction which includes the use of a voice accompanied by classic music. The film name is immediately introduced with a factual selling point: "In full stereophonic sound: Fantasia!". The sound of the string instruments is effective as specific parts of the music are louder and more bold. The upbeat tune in the background builds suspense as it gradually becomes stronger.
The music assists in establishing the genre of the film. It is fast paced and upbeat, the sound of the string instruments almost becomes hurried and muddled together to create a fantasy feel. The upbeat tone to the music suggests that the film could be aimed at a younger audience. The voice over also confirms this due to the mention of "Walt Disney's Fantasia" which wil be associated with children's animations and productions. The speech also develops the plot and genre of the film: "where colour and shape merge with the worlds most beautiful music". This conveys a musical, fantasy based film.
The conclusion of the radio advert features another voice over with a different narrator. Change in the voice here signals that the information being given has a different purpose. Key information is coveyed by this new narrator which features towards the end of the advert. The information conveyed here relates to where the film can be viewed: "an exclusive presentation, now showing at the Odeon Haymarket". The musical soundtrack can be heard to build to a climax towards the end of the advert to build the suspense and establish that this is the end of the advert.
'The upbeat tune in the background builds suspense': anticipation, excitement, more likely.
ReplyDeleteYou identify well how the ad targets a 'younger audience' through different sound codes. You note how genre is signaled and how institutional info requires a different voice.