Form, content and context of the advertising released on the radio

Abstract

In Brazil, the typology of formats related to the advertising released on radio is basically the format as spot, jingle, testimonial and sponsorship, contrasting with the diversity of formats identified in other countries. The studies are based in a format´s definition that does not consider the identification of advertising announcement due to the advertising strategy and the media planning. However, the definition of advertising announcement indicates that the use of each format fulfills different purposes. The present work proposes a new definition of announcement format and, from now on, a new model for identification of the radio advertising.