My Choice Advert

My Choice Advert:

https://www.youtube.com/watch?v=brgwPMSJ2QM

This is an Advert on TV and Radio for American Express. The advert Targets at people looking for financial services in credit card, charge card and traveller's cheque business. The advert is done with one voice over that promotes the "helping your world run smoothly" service. It is all placed on top of a jingle with sound effects mixed in the heighten certain parts of the text.

This advert would most likely be played during the daytime as it is very light in its context and it has a jingle. However it also could be very useful to be played in the late afternoon or evening when people are driving home from work as they notice the advert more when they are stuck in traffic or relaxing for the day. It is aimed at adults so it also would be more appropriate for adult radio programmes like BBC channels or even regional music stations.

As the advert is mainly the voice over, most of the delivery and advert relies on how persuasive and effective the actor's voice is. This actor has clarity in their voice and they have great pronunciation. however it is not an overly energetic voice as it is more seductive as it is trying to sell their service as relaxing and easy. They do this by having the voice over very low and slow rather than having lots of noises and high pitched.

The Background music to this advert is quite gentle and relaxing which means that the music also is used to give a sense of relaxation or easiness when customers use American Express. However this advert uses a lot of sound effects that link to some of the things that are said by the voice over. For example in the advert is says "like when intelligent security systems can help protect you from fraud" During this line they have sound effects of lasers that are rebounding off of walls. It reinforces to the audience the protection of their service against fraud. Also the use of sound effects slightly in-formalise the advert so it is more appealing to the audience as it is not all facts and figures. This inform way of advertising makes it more repeatable to everyone as it makes their service seem relaxed and easy and something that anyone could do.