The next advert I am analysing is an advert on a service that
helps prevent fraud. The diagetic sound of a male actor’s voice comes in,
speaking very clearly. However, the tone of voice comes across as very harsh
and bitter. The dialogue: “Was that website genuine, or was that me trying to
steal your identity?” – The rhetorical question engages the audience into what
message the advert is trying to put across. ‘Steal your identity’ may make the
audience feel worried about what they’re doing online and therefore may attract
them into the service as they feel anxious to whether someone could or has
accessed their details. The significance of using a male speaker is that males
are seen to be stronger than females and therefore makes the audience more
scared. The diagetic sound of the women coming in stating: “The devil’s in your
details, protect yourself at action fraud at police.uk” – the significance of
using a devil to compare to the people who use fraud, emphasises the evilness
of and corruption which people can do if your details are not safe, therefore
making the audience worry about other people accessing their data and stealing
their identity. Also, using direct address throughout the advert makes the
audience feel included and makes them want to be a part of the company as they
want to feel safe. The inclusion of how to become a part of the service is
mentioned at the end of the advert, which makes the audience listen to the
advert the whole way through as they’re waiting for contact details e.g. phone,
email etc. The radio advert is very short; however, it is very effective as the
message that is put across fast.
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