Thursday 19 March 2015
Sunday 15 March 2015
Case study of existing advertising campaigns researching the role and impact of - Advertising standards authority (ASA) and ofcom
What is the background of the ASA?
The ASA was started in 1962, around one year after CAP (Committee of advertising practice) had been established, soon after this the asa replaced Cap. When adverts started broadcasting in 1955, they needed to soon be controlled, and at some point all the claims made towards the adverts were subject to any kind of regulation. Later in 1973, adverts on radio was created and the were also subject to control.
What is the role of the ASA in the regulation of advertisements?
The ASA's role is to stop adverts that are not appropriate for everyone off the any type of advertising and they do regulate all the adverts on the television, the adverts on radio, print media meaning posters etc, direct marketing meaning emails and they try to regulate the internet but it doesn't seem to be working as they can only regulate UK sites and can't do anything if the ad is from somewhere else like Russia.
What is the legal standing of the ASA in relation to Ofcom?
The asa rules TV and radio adverts and also rule any poster, billboards etc that are placed in plain sight and also emails, normal mail, texts and any UK based company websites. If any advertiser breaks the rules they can have the advert withdrawn and if maybe even prosecuted. Ofcom manages the teleshopping side of tv and make sure that all those adverts are real, fair and honest.
What are the procedures of the organization?
The asa have a section on the website just so that people can email them about anything wrong that they might have seen in an advert using their online complaints form, they also have a contact page in case something is wrong with the complaints page. After complaining to the asa they, send you an email with the outcome of that person's complaint. If there is a huge list of complaints then the advert may receive a project approach meaning that they look a bit harder at it and decide. The asa use rules to judge complain on how truth it is rather than how many times the same advert was complained about.
What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?
I need to keep in mind when making my advert that it should be legal so nothing illegal should happen within the advert such as underage drinking etc. It should be decent meaning everyone should be clothed and if the idea is people naked then they need to have their private areas covered up. The advert needs to be honest so we can not say something like the chocolate bar can make you a billionaire or something like that. Lastly the advert has to truthful, it can not depict a lie and show something as if it hasn't happened such as showing the second world war and having someone throw an airplane as they are fighting.
4 TV advertising case studies.
This advert was a walkers crisp promotion as they were offering free trips around Britain and as the driver, played by Gary Lineker drove around eating crisps and towards the end at 0:59 drove under a low bridge and caused the roof off the bus to be ripped straight off the bus.The reason this advert was removed was because viewers said that they thought it would upset anyone who experienced a similar incident.
This is a orangina advert, a drink made mainly for adults and non-alcoholic, before the advert was even aired it was pushed to after the watershed for the sexual nature of this advert.The advert is not story driven rather it is just about a bunch of animals made to look sexual so much so that the all female animals are in skimpy bars and a throng. The advert was looked down at by women and they said that it was offensive to them and demeaning to all women.
Flora butter advert
http://www.youtube.com/watch?v=8_JPJhxOVV8
This advert is about 2 brothers who make their parents breakfast in bed and then walk in their parents having sexual intercourse and is dubbed by the boy as 'wrestling,'and while this is unseen by the audience it was said to be unsuitable for children to see. The advert was compainted almost 200 times about but the asa said that because it does not contain any sexually graphic or distressing scenes it was unlikely to cause fear or distress to younger viewers.
Yellow pages banned advert (Haircut)
This advert is about a man who decides to cut his daughter’s hair as he thinks that the shops are to expensive and after cutting her hair his wife comes in and she goes crazy about the hair cut as she states that it is awful and horrible. He then lies and makes it out to seem like he did go to the barbers and lies about who cut his daughter’s hair and then goes to the yellow pages to select a hair salon to go to, as to make a scene about it, he then makes it out to look like he is telling the receptionist about the horrible haircut and blaming them so his wife will think that happened when he really offered to pay the shop double so that they can fix the hair. The reason this offended a lot of people is because lying the core of the advert and having an advert revolve around lying isn't good. And the man goes great lengths just to lie instead of just telling the truth.
The ASA was started in 1962, around one year after CAP (Committee of advertising practice) had been established, soon after this the asa replaced Cap. When adverts started broadcasting in 1955, they needed to soon be controlled, and at some point all the claims made towards the adverts were subject to any kind of regulation. Later in 1973, adverts on radio was created and the were also subject to control.
What is the role of the ASA in the regulation of advertisements?
The ASA's role is to stop adverts that are not appropriate for everyone off the any type of advertising and they do regulate all the adverts on the television, the adverts on radio, print media meaning posters etc, direct marketing meaning emails and they try to regulate the internet but it doesn't seem to be working as they can only regulate UK sites and can't do anything if the ad is from somewhere else like Russia.
What is the legal standing of the ASA in relation to Ofcom?
The asa rules TV and radio adverts and also rule any poster, billboards etc that are placed in plain sight and also emails, normal mail, texts and any UK based company websites. If any advertiser breaks the rules they can have the advert withdrawn and if maybe even prosecuted. Ofcom manages the teleshopping side of tv and make sure that all those adverts are real, fair and honest.
What are the procedures of the organization?
The asa have a section on the website just so that people can email them about anything wrong that they might have seen in an advert using their online complaints form, they also have a contact page in case something is wrong with the complaints page. After complaining to the asa they, send you an email with the outcome of that person's complaint. If there is a huge list of complaints then the advert may receive a project approach meaning that they look a bit harder at it and decide. The asa use rules to judge complain on how truth it is rather than how many times the same advert was complained about.
What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?
I need to keep in mind when making my advert that it should be legal so nothing illegal should happen within the advert such as underage drinking etc. It should be decent meaning everyone should be clothed and if the idea is people naked then they need to have their private areas covered up. The advert needs to be honest so we can not say something like the chocolate bar can make you a billionaire or something like that. Lastly the advert has to truthful, it can not depict a lie and show something as if it hasn't happened such as showing the second world war and having someone throw an airplane as they are fighting.
4 TV advertising case studies.
This advert was a walkers crisp promotion as they were offering free trips around Britain and as the driver, played by Gary Lineker drove around eating crisps and towards the end at 0:59 drove under a low bridge and caused the roof off the bus to be ripped straight off the bus.The reason this advert was removed was because viewers said that they thought it would upset anyone who experienced a similar incident.
This is a orangina advert, a drink made mainly for adults and non-alcoholic, before the advert was even aired it was pushed to after the watershed for the sexual nature of this advert.The advert is not story driven rather it is just about a bunch of animals made to look sexual so much so that the all female animals are in skimpy bars and a throng. The advert was looked down at by women and they said that it was offensive to them and demeaning to all women.
Flora butter advert
http://www.youtube.com/watch?v=8_JPJhxOVV8
This advert is about 2 brothers who make their parents breakfast in bed and then walk in their parents having sexual intercourse and is dubbed by the boy as 'wrestling,'and while this is unseen by the audience it was said to be unsuitable for children to see. The advert was compainted almost 200 times about but the asa said that because it does not contain any sexually graphic or distressing scenes it was unlikely to cause fear or distress to younger viewers.
Yellow pages banned advert (Haircut)
This advert is about a man who decides to cut his daughter’s hair as he thinks that the shops are to expensive and after cutting her hair his wife comes in and she goes crazy about the hair cut as she states that it is awful and horrible. He then lies and makes it out to seem like he did go to the barbers and lies about who cut his daughter’s hair and then goes to the yellow pages to select a hair salon to go to, as to make a scene about it, he then makes it out to look like he is telling the receptionist about the horrible haircut and blaming them so his wife will think that happened when he really offered to pay the shop double so that they can fix the hair. The reason this offended a lot of people is because lying the core of the advert and having an advert revolve around lying isn't good. And the man goes great lengths just to lie instead of just telling the truth.
Wednesday 4 March 2015
Advert techniques and associations - Line of appeal
Celebrity endorsement (Hidden message)
This advert's Target age is mainly for older people who know about Mr T to an extent of watching his show, The A-Team which he did during the 80s, The hidden message, in this advert is within the slogan gets some nuts, as it could be a way of saying to people man up, and to stop being a 'Wimp,' this can really be seen at 0:03 where the footballer falls over and over dramatizes the fall and has Mr T call him Pathetic. The Gender is mainly men as the advert as a whole seems to pander to men more with the idea of men playing football, and the tank destroying things. The interests seem to be more towards football as that is what the player are playing and Tanks destroying stuff as at 0:08 which panders to males' lust for violence. The location is anywhere as anyone can enjoy this advert and it can be seen by anyone. The ethnicity for the advert can be anyone as there is a mix of white and black people in the video.
The technique used in this video are celebrity endorsement, which would be Mr. T. He is used as he is manly and comes off and being a strong man and fearless. Because of his main character he plays in which he is fearless, he calls upon the audience to 'gets so nuts,' at 0:27 which means man up and dont be a wuss, this can all call out any man who doesn't eat snickers to eat it as it gives them courage and this can be seen as the hidden message, to man up. This is used appropriately as Mr T is a manly man and showing the audience that he eats snickers means that they should too.
Solution to a problem (Celebrity endorsement)
This advert's age is mainly for older people who actually know who these actresses are, as younger people may not know who they are. The gender is mainly men as the advert is more about the male changing room of a team and only having 2 women in the video against like 15 men doesn't seem like its really for women.The interests the audience would have viewing the advert would be mainly the snickers bar itself, and the 2 actresses themselves and football as that was the sport that they were changing from which was stated at 0:12. The location can be mainly the UK as this is where the both actresses are from and know best at. The ethnicity for the video is for everyone as there is no race that would not enjoy the advert.
The technique used in this advert is Solution to a problem and Celebrity endorsement. It is solution to a problem as the problem was that dan, one of the players has turned into a diva and the solution to it is having a snickers bar and after that he turned back into a guy. This is as the core a solution to the problem. This can also be seen as Celebrity endorsement as the 2 main actresses are celebrities in their own right.
The audience appeal in this advert would be that idea that if these famous celebrities could take the time to film this then the chocolate should be good.
Overt message (Self-Perception)
This advert's main audience's age would be any age as anyone can watch the video and while older people could look at the advert and be reminded of the older days when there was factories with real workers, there's still technology in the building which would have helped the others age ranges.The gender is for mainly males as in the advert at 0:06 the set of twin have a disagreement about the ownership of the factory and most male twins argue more than female twins which would lead to the idea that its slightly more for men.The interest the audience might have would be the twix bar itself and the olden days as this advert was created to seem like it was from ages ago and a main example of this is the camera which was at 0:02 as this was a old camera as it was on legs and the photographer had to be underneath the sheet to see. The location can be anywhere as this advert doesn't show a dissent location in which the audience can relate to, but at 0:16 the 2 men split up and try to go as 'far away as possible;' which if being watched can seem like the whole idea around America as it was discovered. The ethnicity is mainly white people as there doesn't seem to be any Black or Asian people in the advert but the product can be enjoyed by anyone.
The techniques used are Overt message and Self-Perception. The advert has an overt message which is actually shown at the end at 0:57 in which the words 'try both and pick a side,' as they want people to use this to spread the advert via word of mouth as the more people telling each other about the bar the better sales it has.This product can also be seen as self-perception but only to people who are twins or who have brothers or sisters of similar ages.The brothers in the video fighting and remind the viewer of their fights with brothers or sisters. The audience appeal is that the advert is funny and can even make you slightly better as a sibling.
Humour (Self-Perception)
The target audience's age of this advert is mainly around the age of 12 to 20 as this advert uses the idea of twitter and the user tweeting out a lot and around that age range the users use it the most.The gender for this advert is anyone as can relate to it.The interests that the target audience might have would be tweeting as that is what the polar bear's doing and coke cola. The location for this advert could be anywhere but mainly I think it would follow the world cup as this is a big sporting event and almost everyone watching it would be tweeting about it while its going on. the ethnicity is mainly anyone as there is not distinct race in the video as they are both polar bears.
The technique in this video is Humour and Self-Perception. Its humourous as it is just 2 polar bears sitting silently watching a match. and tweeting and the tweets are pretty funny such as the one about in which one of the polar bears says that he got all his moves from the penguin at 1:04. The advert can be self-perception as well as this is what is seen today as almost every teenager has a phone or a tablet and most of them have twitter and just message each other, tweet or post a picture on one of the many social media pages. The technique is appropriate for this advert as it through out the video all the bears do it tweet and having the idea of almost being the viewer who could potentially tweet as it s on it could make them think that it is a coincidence.
Hidden message (Solution to a problem)
The target audience's age would be around the age of 15 to 24 as at this age most of the stuff in the video could have done by the viewer already meaning that viewer might have fallen asleep in a lector like at 0:04. The gender would be both as you see around the same amount of women and men in this advert. The interests would be being lazy and kitkats. The location would be anywhere as this can anyone's daily life whether it be at work, college, school, home etc. The ethnicity seems to be for anyone as well as there does not seem to be a dominating race.
The technique is a hidden message and solution to a problem. The hidden message is that the consumer should take time off to eat the chocolate bar and spend time relaxing instead of working. This can be seen through out the advert like within the first 3 second you can see the woman relaxing while the guy pedal the tandem bike and while she is relaxing she is also eating a Kit Kat, which is meant to make the audience believe that to relax you should eat a Kit Kat. The solution to a problem is that the problem is that everyone is tired and the product is helping them to relax without being obvious that they are. The appeal to the audience is that anyone should enjoy the kit kat.
This advert's Target age is mainly for older people who know about Mr T to an extent of watching his show, The A-Team which he did during the 80s, The hidden message, in this advert is within the slogan gets some nuts, as it could be a way of saying to people man up, and to stop being a 'Wimp,' this can really be seen at 0:03 where the footballer falls over and over dramatizes the fall and has Mr T call him Pathetic. The Gender is mainly men as the advert as a whole seems to pander to men more with the idea of men playing football, and the tank destroying things. The interests seem to be more towards football as that is what the player are playing and Tanks destroying stuff as at 0:08 which panders to males' lust for violence. The location is anywhere as anyone can enjoy this advert and it can be seen by anyone. The ethnicity for the advert can be anyone as there is a mix of white and black people in the video.
The technique used in this video are celebrity endorsement, which would be Mr. T. He is used as he is manly and comes off and being a strong man and fearless. Because of his main character he plays in which he is fearless, he calls upon the audience to 'gets so nuts,' at 0:27 which means man up and dont be a wuss, this can all call out any man who doesn't eat snickers to eat it as it gives them courage and this can be seen as the hidden message, to man up. This is used appropriately as Mr T is a manly man and showing the audience that he eats snickers means that they should too.
Solution to a problem (Celebrity endorsement)
This advert's age is mainly for older people who actually know who these actresses are, as younger people may not know who they are. The gender is mainly men as the advert is more about the male changing room of a team and only having 2 women in the video against like 15 men doesn't seem like its really for women.The interests the audience would have viewing the advert would be mainly the snickers bar itself, and the 2 actresses themselves and football as that was the sport that they were changing from which was stated at 0:12. The location can be mainly the UK as this is where the both actresses are from and know best at. The ethnicity for the video is for everyone as there is no race that would not enjoy the advert.
The technique used in this advert is Solution to a problem and Celebrity endorsement. It is solution to a problem as the problem was that dan, one of the players has turned into a diva and the solution to it is having a snickers bar and after that he turned back into a guy. This is as the core a solution to the problem. This can also be seen as Celebrity endorsement as the 2 main actresses are celebrities in their own right.
The audience appeal in this advert would be that idea that if these famous celebrities could take the time to film this then the chocolate should be good.
Overt message (Self-Perception)
This advert's main audience's age would be any age as anyone can watch the video and while older people could look at the advert and be reminded of the older days when there was factories with real workers, there's still technology in the building which would have helped the others age ranges.The gender is for mainly males as in the advert at 0:06 the set of twin have a disagreement about the ownership of the factory and most male twins argue more than female twins which would lead to the idea that its slightly more for men.The interest the audience might have would be the twix bar itself and the olden days as this advert was created to seem like it was from ages ago and a main example of this is the camera which was at 0:02 as this was a old camera as it was on legs and the photographer had to be underneath the sheet to see. The location can be anywhere as this advert doesn't show a dissent location in which the audience can relate to, but at 0:16 the 2 men split up and try to go as 'far away as possible;' which if being watched can seem like the whole idea around America as it was discovered. The ethnicity is mainly white people as there doesn't seem to be any Black or Asian people in the advert but the product can be enjoyed by anyone.
The techniques used are Overt message and Self-Perception. The advert has an overt message which is actually shown at the end at 0:57 in which the words 'try both and pick a side,' as they want people to use this to spread the advert via word of mouth as the more people telling each other about the bar the better sales it has.This product can also be seen as self-perception but only to people who are twins or who have brothers or sisters of similar ages.The brothers in the video fighting and remind the viewer of their fights with brothers or sisters. The audience appeal is that the advert is funny and can even make you slightly better as a sibling.
Humour (Self-Perception)
The target audience's age of this advert is mainly around the age of 12 to 20 as this advert uses the idea of twitter and the user tweeting out a lot and around that age range the users use it the most.The gender for this advert is anyone as can relate to it.The interests that the target audience might have would be tweeting as that is what the polar bear's doing and coke cola. The location for this advert could be anywhere but mainly I think it would follow the world cup as this is a big sporting event and almost everyone watching it would be tweeting about it while its going on. the ethnicity is mainly anyone as there is not distinct race in the video as they are both polar bears.
The technique in this video is Humour and Self-Perception. Its humourous as it is just 2 polar bears sitting silently watching a match. and tweeting and the tweets are pretty funny such as the one about in which one of the polar bears says that he got all his moves from the penguin at 1:04. The advert can be self-perception as well as this is what is seen today as almost every teenager has a phone or a tablet and most of them have twitter and just message each other, tweet or post a picture on one of the many social media pages. The technique is appropriate for this advert as it through out the video all the bears do it tweet and having the idea of almost being the viewer who could potentially tweet as it s on it could make them think that it is a coincidence.
Hidden message (Solution to a problem)
The target audience's age would be around the age of 15 to 24 as at this age most of the stuff in the video could have done by the viewer already meaning that viewer might have fallen asleep in a lector like at 0:04. The gender would be both as you see around the same amount of women and men in this advert. The interests would be being lazy and kitkats. The location would be anywhere as this can anyone's daily life whether it be at work, college, school, home etc. The ethnicity seems to be for anyone as well as there does not seem to be a dominating race.
The technique is a hidden message and solution to a problem. The hidden message is that the consumer should take time off to eat the chocolate bar and spend time relaxing instead of working. This can be seen through out the advert like within the first 3 second you can see the woman relaxing while the guy pedal the tandem bike and while she is relaxing she is also eating a Kit Kat, which is meant to make the audience believe that to relax you should eat a Kit Kat. The solution to a problem is that the problem is that everyone is tired and the product is helping them to relax without being obvious that they are. The appeal to the audience is that anyone should enjoy the kit kat.
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