Metropolitan Police

The next advertisement that I shall be having a look at is an advert about the metropolitan police I would say that the style of the advert is a mix between serious, modern and drama, I believe they have done this because it is a serious issue that needs to be known by all . The advert is used to attempt to show young people about the dangers of gangs and getting into trouble with the police. It is also trying to tell young people that they do not need to get involved with crime saying that it is their choice. I think this is quite a good way of trying to get the message out to young people through the radio this will probably be aired of a radio station that is aimed at the younger generation such as BBC radio 1 or capital.

The target audience of this advert is aimed at young people between the ages of 16 and 22 mainly males but is aimed at females as well. The area that this would be aimed at mainly would be London since the metropolitan police are based in London but it would not only mean to be there them mean to show the message throughout the UK.

There were several voices on the advertisement for the first part of the advert it has teenagers around the age of 18 to 20 they have people around this age because they are the related age to the audience that this advertisement is aimed at. The language that is used by these people is informal with a lot of use of slang .For example the word “blood” is used as a word for meaning friend I do not think that saying words like that relate to young people because I have never heard anyone using this sort of slang in a serious way the only time I have ever heard the word blood used is as a joking way. Also during the advert there is cut away to what is happening on the street, the tone of the voice in the cut away is very angry this is a way of showing that there is a lot of anger on street. It also says a lot of emotion phases and words that are used to attempt to change the way young people think. I believe that this is very good since It gives a feel as though it was a movie trailer this will both grab the attention of viewers and also attract them to listen since what teenagers does not want to be in a movie. At the end of the of the advert it has an older man who appears to be associated with the metropolitan police who ends the advert by telling us a little bit about the police fours .This man speaks in a formal tone with a stronger confident this is a way of saying that the police fours are strong .This is good because it shows that the police fours are strong enough to protect those who are needed to be protected.

They do have a tagline in the advertisement which is “working together for a safer London ” this is done to show that this advert is a way the London police this phase is used to show that the metropolitan police are doing everything that they can to help London to be the safest place it can be to help everyone including the young who this advertisement is aimed at. I feel that this slogan will not work as good as they might of anticipated I think it would of worked much better if the said working together for a safer UK this would not look as though they are singling out London .Also the company name was only used at the end of the advertisement once .Also there was no contact information that was used in the advert this was because the company is Metropolitan police ,They have not added any contact information because most people already know how to get into contact with the emergency services and it is also not trying to sell any product so there is no need for contact information because It is more trying to warn than to sell .

The music in the advert is very sierras with a signal violinist who starts off slow at the begging but as the advert comes to a closer to the end the pace picks up and starts o get more dramatic and then

cuts off just like a cliff-hanger which is the way the story in the advert ends. I like that they have done this because it shows that you can finish the story and that you can change it .There was also some sound effects that were used to add some tension in the advert such as dogs barking, screeching and crackling .

From looking at the RACC codes and conventions dose not specified any special things that are needed for the advert to mention that they are the police or talk about crime so they seem to not need to change anything about that. There is a mention of death I the advert but the only thing the RACC specifies about that is that they can’t make any jokes or use humour about death because a lot of people are sensitive about that. I think that since they have not used death in a joking way they should not have any trouble with the advert being aired .

I think that this is a very good advert .I think that this is a good way to get the word across about helping young people deal with the problem of gangs and crime in London. I like the way that they use a story with very dramatic language to make it seem as though it was a movie trailer this was used to make people focused of the advert without switching station .By doing the advert the way they have they make sure that young people know the dangers of the street which I think is good because there are still so many people who don’t realise some of the dangers that the streets of London hold . And because the dramatic feeling that comes with the advert will easily grab the attention of young people who might think it is a movie trailer.