Capital FM TV Advertisement

In this advertisement they are advertising the radio station Capital FM. They are using artists that are played on their station on a regular basis to advertise their station. Each artist will say in an exciting voice something good about the station and they make it sound really good to the point where everyone should be listening to Capital FM and no one should miss out.

Structure

his TV Advertisement is non-linear because it is a very random. For example at the beginning of the advert Cheryl Cole says "music" and clicks her fingers. At first you don't know what the TV Advert is about. This follows through the whole advert as each artist say short snappy words about the station however you don't know it is about Capital FM until Usher says the stations name. They also have it written on an equaliser behind the artists. When Cheryl Cole says the word 'music' this will entice people who enjoy listening to music and have an interest in it therefore they will take notice. As these adverts include a lot of short cuts it keeps the TV Advertisement interesting and random. This TV Advertisement is also a standalone advert as they have only ever released one Capital FM Advert. As Capital FM is well known in the UK they don't need to keep re-enforcing their audience to listen to their station as it is very well known and listened to in the UK and around the world via their website. Capital FM also doesn't follow on from another advert and there isn't an advert that has followed on afterwards. 

When the equaliser moves in the background this keeps the advertisement busy and interesting to look at as this adds a pop of colour. They also use a soundtrack whilst the artists are speaking to keep the advert moving at a fast past. This helps to keep the advert amusing to watch.

The style of this TV Advertisement is talking heads. This is because of all the celebrities talking about the product they are advertising which is the radio station Capital FM.

The typical camera technique used are low angle shots. This helps the artists interact with the audience. Also this shows the artists are talking down to the audience because they haven't listened to Capital FM and they're not as good as people who have listened to the radio station. Therefore it is making the audience feel weak and not as powerful. Also when Jessie J says "hits" the camera shakes. They have done this to make an impact because when Jessie J is saying the words "hits"; she means it as in current and popular music however they have literally made the camera shake as in she has made the camera shake by the word "hits". This could also mean the music is so current, even the camera and audience are shaking by how good it is.

This TV Advertisement editing techniques include a lot of straight cuts. This editing technique is a quick way to show what each artist has to say and then the next artist comes in straight away. This keeps the advert at a fast pace. For instance when Jessie J says "Capital plays it" she swipes her hand across to suggest the next scene to go on. This keeps the advert moving quickly and its fun to watch because it isn't going at a slow pace and it isn't boring. The main editing technique used is called straight cut and wide angle lense which is where the celebrities are trying to reach out to their audience from the tv. It is like they are talking down to their audience because they don't listen to Capital FM. They want to come across like they are talking down to you and to be a little intimidating to persuade you to tune into Capital FM.

The lighting used in this advertisement is mainly high key lighting as you don't see any shadows on the artist’s faces. You can clearly identify which artist they are in the advertisement and you can clearly see the equaliser featuring in the background which is saying 'Capital FM' which is what they are advertising. They have also used low key lighting to suggest night time and they are getting ready to go out. The lighting doesn't suggest day time because of the dark background and all the light if focused on the celebrities faces.

Techniques (of persuasion)

The techniques of persuasion are that the artists are making the radio station sound really interesting and fun. For instance when usher says "Capital FM" and Rihanna finishes his sentence saying "rocks". By the artists saying that the station 'rocks' their fans will want to listen to the station too. Therefore Capital FM will gain more listens because the artists are connecting with their fans and this is their way of persuading people to listen to the station because they are very famous artists.

Another technique of persuasion is using celebrity endorsements because celebrities inspire the product. As this TV advertisement is aimed at young people, young people look up to celebrities as role models therefore if they see them on advertisements they are going to be inspired to listen to Capital FM as they are advertising it.

Target Audience

The target audience for this TV Advertisement is aimed at young people because they play current music that young people would be in to. For example someone at the age of 50 may still be listening to music of their era that they enjoy listening too however young people are brought up with that style of music Capital FM play.

The characteristics of the product or service

The brand identity in the Capital FM Advertisement is the equaliser which is used in the background to show they are advertising their radio station. Usher first mentions that they are advertising Capital FM. In this advert they cannot use a product as they are advertising  a radio station. However they use celebrities they play on their station to advertise the station which is celebrity endorsements. They also use Capital FM's colours to represent their station which is red and blue. 

Capital FM's unique selling point is that they play the current hits. They show celebrities on their advertisement who are also bringing out new songs and albums which automatically suggests they play current music. The celebrities on the advert also re-enforce how current the music is and that everyone should be listening to it.
Another radio station advertisement is the Gem 106 advert which is where a hamster is dancing. Capital FM have an advantage over this advertisement because of the celebrities used. Their advert is showing that celebrities love their station and what their music to be played on their station. This is an advantage because it is showing that their station is popular and if celebrities like it so should everyone else. Capital FM also have an advantage because their advert is saying they play the biggest hits and all the music is current. This is an advantage because Gem 106 play dated and some current music therefore it isn't as current as Capital FM. 

The benefits offered from Capital FM is that if you tune in you will be listening to all the current music that is out there at the minute. The advertisement expresses how current the station is. Another benefit is that the celebrities who feature on the advert - their songs will be played so if you like them you'll like the station because they play their music. 
The lifestyle appeal is that you could be anywhere listening to any radio but if you listen to capital you'll be listening to all the new releases. Therefore the lifestyle appeal is that you'll update your music taste because it will all be current music you'll be listening to if you tune in to Capital FM.