Most radio adverts are between 15 and 60 seconds in length feature 2-3 people often playing different roles. Radio adverts usually contain certain situations which involve the product or company involved for example a advert I looked at for a taxi company in Newcastle featured a situation in which a man was cold and wished he had a way to get places without walking, and decided on using a taxi company. These situations had background sounds that fit the situation for example one I looked at was taking place in a busy city had noises that would fit that situation.
Another voice not used in the situation is used to describe details about the product or company such as contact details or what they are selling or providing, usually backed by light hearted, bouncy, fun music.
Most radio adverts contain a joke or pun to keep them light hearted and entertaining for example an advert for a carpet company I looked at had a man falling through the floor because he didn't have a carpet to stand on. These jokes are often at the start of the advert and return at the end for a final laugh.
The slogan or company name is also said in a different way, I found a lot of the time it was sang most likely used so you remember it better and make it more interesting.
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