The Pursuit Radio Ad

1st Draft of The Pursuit

This is the 1st draft of our documentary....

As it's the 1st draft I have highlighted problem which need to be addressed...

• The subtitles - They happen to fast which makes it difficult to see
• No voiceover recorded - This needs to be done well in final draft as it tells the story
• Audio levels - The sync in audio levels need to be better through out the documentary e.g when the music comes in.
• selection of shots - the shot selection needs more thought to piece the story together
• The colour balance - This will be done once the final project is exported, it will give it a sharp look and help to make the project stand out, look professional and attract the viewer

New Updated Voiceover

After looking at the draft of our documentary and analysing things that needed improving, one of these was the voiceover and the quality of the voiceover recording. As the voiceover is the key element in of our documentary which tells the story and helps to show the process, it is important that the voiceover stands out above the footage behind it. This is the updated script:

Final Ad Poster

After taking into consideration all the input from our focus groups and looking at what poster best suited our brief we created a improved version of our poster. Using help from a Photoshop expert we were able to produce the image we imagined which is a huge bonus.


Our brief was to have a secretive, mature tone as we want to target The Reformer (Young & Rubicam). This particular poster ad meets this purpose much better than poster ad number 1 (left) which is why it was chosen over it. We listen to the feedback we receive and changed the Channel 4 sign to make it blend in better with the image and make it look more natural, it's almost as if the Channel 4 logo is actually on the door. We also made the area around the Channel 4 logo brighter/highlighted in order to draw attention to it, the same was done to the Keyhole which was also a suggestion from are focus group feedback, this helps draw attention to the keyhole and makes it look inviting and attainable. Other changes made were making the text all vertically in line with each other, changing the size of the font and the placement of the text to the bottom left. We kept the style of the font as it has a city skyline cut-out (in black) which helps to give a clue to what are Documentary is about and where it is set, we kept it small so it doesn't give to much away. We also kept the slogan in the bottom right as it is a convention of most Newspaper ads. The differences are clear in comparison with the previous version...

Radio ad examples

These all show the conventions that I researched on Radio ads e.g. Sfx, 30+ sec duration, Voiceover...

Radio Conventions

This is some research conducted on radio conventions as prep for our Radio ad campaign.




Other research I found out was :

• Ad duration is usually between 30seconds and 2 minutes 
• Most use SFX such as Reverb, Delay and Compression 
• Use of extracts of the documentary 
• Voiceover used 

Voiceover 1st Draft

Voiceover.




Our Journey takes us to Africa, (Pause)

Congo, Kenseisha (stop)

Home to 4 million people. (pause) Nearly 900,000 of which are considered poor.

Only 39% of 15-24 year old males attend further education.

We decided to find out the views of Aristole, a young man with big dream.



London (stop)

The economic hub of the world. Many travel here in search of fulfilment.

Is London really the place of dreams?

We ask a local café owner her opinion.



Does our surroundings really dictate how likely we are to be successful. Does living in a place full of opportunity make it easier? (stop)

Or does it come down to the passion and desire within to succeed.

Focus Group research

	Advert 1	Advert 2	Advert 3
How does this ad make you feel?	Hopeful, inspired, happy, calm, intrigued	Enticed, want to find out more, intrigued	Confused, adventurous, bland
What do you think about this ad?	Powerful, simple, sharp	Mysterious, straightforward, gripping	Mysterious, rushed, magical
What do you think this ad is for?	Boring channel 4 documentary, BBC drama, parkour, educational documentary	Magic show (like Derren Brown), soap, documentary, winning	Channel 4 documentary, mystical show (like Mystic Meg/Merlin)
Would you watch this?	Yes – to see what it’s about Yes – but wouldn’t go out of my way to watch it No – not interested in documentaries	Maybe – to see what it’s about Yes – just to see what it is Yes – seems interesting	Yes – give it a go Yes – watch the start to see what it’s about Yes – I am curious
If you could change one element in this ad, what would it be?	The positioning of the text Alignment of the text Make ‘4’ sign more realistic and visible	Positioning of text Too much going on – make keyhole clearer Light is too bright Word “Secret” to “key”	The font – it’s too basic Text positioning Alignment

Based on their response, a new ad will be made which has all the suggestions of how to make our ad better.



Advert 1



Advert 2



Advert 3