In my last post, I mentioned how much I liked the innocence of the e-on TV advert.
At the opposite end of the scale lies the self proclaimed 'alternative' radio station Xfm.
When advertising shows and features, a young-ish male voice-over is used. The tone of voice of the advertising is sarcastic, smug and self-satisfied. It credits the audience with insider knowledge as it assumes they will understand in-jokes about certain DJ's and bands. Sometimes these announcements are quite amusing, but the most recent one I heard showed great self-awareness. The phrase 'smart-arsed station branding' was used, followed by 'Im not a smart-arse, Im a genius'. Brilliant- the advertising industry taking a swipe at itself is always good for a laugh!
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