Radio Advertisement

Jeannie’s Academy of Dance

Radio Ad: 30 sec

Produced: September 14, 2011

Christine: Can you feel it?

SFX: Heart Beat

Christine: Your hearts racing.

SFX: Heart Beat

Christine: Are you ready for this?

MUSIC: Fast Paced Music Begins

[Start 2 sec after music begins]

Christine: Unleash your inner dancer. Don’t be a wall flower; have the hottest moves on the dance floor.

    Your first month is free, so what do you have to lose except for your old outdated dance

    moves? So many styles; so much flavor. Can you handle it? Jeannie’s Academy of Dance

Andrew: Check us out on our Facebook page at www.facebook.com/jeanniesacademy

Christine Gazette

Purpose/Target Audience Statement

            For this particular radio advertisement for Jeannie’s Academy of Dance, I decided to target a younger generation from the ages of 15-25 males and females. While the dance studio has a wide variety of styles of dance to learn, I put more of an emphasis on the contemporary hip hop style. I purposely did this by placing upbeat background music, because it represents a genre of music that is appealing to this specific target audience. This music represents something that is cool, sleek, and new; which is exactly what I was hoping to associate with the brand that I am promoting. Nonetheless, since this is such a popular style of music for my target audience, hearing the background music will draw them into listening to the advertisement because it is appealing to their ears.

When looking at voices to read the dialogue while I recorded, I strategically placed two different kinds of voices to target my audience. I chose to have a female voice record the majority of the dialogue because there is a higher probability that girls will enroll in a class over men. Girls hearing this ad will be inspired to “unleash their inner dancer,” and hopefully become that amazing confident dancer that they have always dreamed of being. For men hearing this advertisement, the dialogue presents more of a challenge to them instead of an inspiration. I am hoping that it will provoke thoughts such as, “it’s not cool to be a wall flower… I can show off some cool dance moves to someone I want to impress… I won’t go unnoticed on the dance floor anymore.” It becomes a challenge to men because the dialogue is coming from a woman; which presents it in a way that men will think dancing is cool and can be used to impress women. Toward the end of the radio advertisement, I had a male voice announce, “check us out on our Facebook page at www.facebook.com/jeanniesacademy.” I chose to add a second voice to the advertisement and so it provided a variety of tones; but more so to show that there are men who are involved at the dance studio as well. Often times, guys get discouraged from taking dance lessons because they believe that they would be the only guy there; which would make them feel extremely awkward. The underlying message behind the male voice is basically: I am a part of the dance studio and I am a guy, so you can be a part of it too.

As far as the sound effects, I placed the sound of a heart beating twice at the beginning. I wanted to draw my audience in by providing a little mystery to the advertisement, by asking some rhetorical questions, and after each, playing the sound of a heartbeat. For me, the sound of a heart beat certainly gets my attention, especially on the radio; it grasps your attention and makes you wonder what it is for. The heartbeat sound effects also help to build up a sense of anticipation for the advertisement. People want to hear what the advertisement is building up to and so they continue to listen; and if it is a member of my target audience, they will thereafter continue to listen because of the appealing music following it.

While I just had a video camera for recording audio, and an old video editing program on my very old computer, I still had fun producing the advertisement that I created and envisioned; even though the quality wasn’t perfect.