Ad 1 - Nando's

The advert I am analysing is a Nando’s advert called “it’s okay” . The message for this advert is to make people aware of Nando’s and what they have to offer for their customers. This advert is voiced over in English with a Portuguese accent but we can tell that this person is not an authentic Portuguese male. At the start of the advert, we can hear an acoustic guitar can be heard playing in the background, this is known as a Guitarra Portuguesa. For a person who has been to Nando’s before, they will recognise the familiar instrumental played in their branches. The voice over mentions “the spirit of Nando’s as they play the instrumental.  The slogan that they use is “it’s okay” . they mention “if you are a warden of the traffic, it’s okay” this gives the listener a message that anyone is welcome at Nando’s and appeals to the working class. He also says “If your eyebrows join in the middle, like my sister Paula, it’s okay” This shows that they are trying to add humour to this advert but this may be taken in a different way as this may be discrimination to Portuguese people.  He also says “If you are a grown man and you cry when the mother of Bambi dies, its okay” this also people to the general public as Bambi is notorious for being a sad film and for people who has watched the film can relate and find the humour. The accent used in this advert is clear to us that it is put on which means the producers would have to be careful with the scripts as it must abide by the ethical issues for radio advertisements. The radio copy guildlines state “when different nationalities or regional accents are used in advertisement scenarios, care is needed so as not to cause offence by negative stereotyping or by ridiculing the relevant country, region or racial group. I believe that this advert would be very close to breaking this rule as it refers to the stereotype of Portuguese women being hairy. Later in the advert the voiceover mentions some of the products available at Nando’s, at this point the music begins again to bring back the spirit of Nando’s. The advert appeals to vegetarians as well as it mentions rice’s and salads. When the advert says ‘spoil yourself with chips and mmmm cheeky desert’ this will make the consumer think that the food will be delicious as the ‘mmmm’ is emphasized. The advert ends with the company tagline ‘that’s the spirit of Nando’s’ this is done to make the listener remember the slogan.