Exegesis The content, structure, form and major elements of the commercial on the cultural event were intended to ensure the success in achieving the main advertising purposes. The application of the audience-focused model to designing the commercial, incorporation of the elements aimed at evoking the imagery processes in the consumers and increasing the speech rates is expected to enhance the effectiveness of the radio advertisement. The content of the radio commercial under consideration is intended at involving the audience into the process of processing the information of the advertisement and creating a positive attitude to it. Cutillas-Espinosa & Hernandez-Campoy (2007) noted that the audience –design model is more effective for achieving the main goals of the media commercial than merely making the accents on the text of the commercial. Taking into account the fact that 20-30 year old young adults were the target audience of the commercial, the peculiarities of perception and the interests of this demographical group need to be taken into consideration for creating an effective advertisement. While there were no any significant differences found in the perception of the media advertisements in different sexes (Monk-Turner, Kouts, Parris, & Webb 2007), the main emphasis should be put upon the age peculiarities of the target audience for applying the audience-focused design model for the commercial under consideration. Cheung and Harker (2008) pointed out at the shifts which took place in the consumers’ preferences concerning the advertizing structures and content which took place within the two previous generations. Thus, the young adults can be regarded as a rather sophisticated audience which requires using proper strategies and techniques. Currently, postmodernism is recognized as a cultural dominant (Jameson 1991) which cannot be neglected in the process of designing a commercial of a cultural event in New Zealand. With the promotion of a consumerism culture, the emphasis has been shifted towards the mobilization of desire and imagination in the audience (Harvey 1990). The main techniques which were implemented for enhancing the effectiveness of the radio commercial include evoking the imagery processing in the audience and increasing the speech rates. Through the marketing research, it has been discovered that high-imagery commercials have positive effects upon most advertising outcomes, including the variables of attention, memory and attitudes toward the advertisement information (Bolls & Lang 2003). Bolls (2006) also noted that the recognition of the product-related information is higher in advertisements with the increased levels of imagery. The goal of increasing the imagery of the commercial was achieved through incorporating the direct instruction to imagine the described situation and its particular fragments, descriptive language and the sound effects in the form of music and the sounds of the crowd. Taking into account the content of the advertisement of the cultural event focusing on kiwi music, the kiwi melodies were integrated into the context of the imitated situation of a friendly conversation without destroying its integri