Sunday, 28 April 2013
Wednesday, 24 April 2013
(ASA) 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?
In 1961 ASA formed along with Committee of Advertising Practice (CAP) to focus on the consumer protection and the public's interest.
Prior to this, regulation of non-broadcast advertising was conducted by the self-regulatory CAP/ASA system and broadcast advertising was regulated separately by a statutory regulator, Ofcom. This change simplified regulation for consumers and business and meant that, for the first time, decisions about ad campaigns running across several media platforms e.g. TV, poster and radio, were made by a single organisation.
(http://www.asa.org.uk/About-ASA/About-regulation/Co-regulation-of-broadcast-advertising.aspx)
What is the role of the ASA in the regulation of advertisements?
In order to handle complaints against adverts, and to avoid the imposition of legislation, the advertising industry set up an independent organisation, the Advertising Standards Authority (ASA), in 1962.
This self-regulatory body has been working hard ever since to make sure that adverts are suitabl;e for the audience they are aimed at. Between 2007 and 2008 it received 24,192 complaints about a record 14,080 advertisements.
(http://www.computeractive.co.uk/ca/pc-help/1912255/the-role-advertising-standards-authority)
The types of adverts they regulate are any adverts that appear in;-newspapers, -magazines,
-brochures,
-leaflets,
-e-mails,
-text transmissions (including SMS and MMS),
-fax transmissions,
-catalogues,
-follow-up literature,
-cinema,
-video,
-DVD,-etc...
These are examples of adverts they do not regulate;
-Marketing communications in foreign media,
-Works of art exhibited (public or private),
-Statutory, public, police and other official notices or information,
-Claims, addressed only to medical, dental, veterinary or allied practitioners,
-Classified private advertisements
(http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Scope-of-the-non-broadcast-CAP-code.aspx)
What is the legal standing of the ASA in relation to Ofcom?
The majority of sanctions for non-broadcast advertising are co-ordinated through CAP, whose members are trade associations representing advertisers, agencies and media. There are several CAP sanctions, which can be employed in different circumstances:
-Ad Alerts - CAP can issue alerts to its members, including the media, advising them to withhold services such as access to advertising space.
-Withdrawal of trading privileges - CAP members can revoke, withdraw or temporarily withhold recognition and trading privileges. For example, the Royal Mail can withdraw its bulk mail discount, which can make running direct marketing campaigns prohibitively expensive.
-Pre-vetting - Persistent or serious offenders can be required to have their marketing material vetted before publication. For example, CAP’s poster industry members can invoke mandatory pre-vetting for advertisers who have broken the CAP Code on grounds of taste and decency or social responsibility – the pre-vetting can last for two years.
-Sanctions in the online space - CAP has further sanctions that can be invoked to help ensure marketers’ claims on their own websites, or in other non-paid-for space under their control, comply with the Codes.
If there are any misleading or unfair adeverts, the ASA has the power to refuse rthe advert the right to be shown, unless that advert is changed to be fair.
(http://www.asa.org.uk/Industry-advertisers/Sanctions/Non-broadcast.aspx)
What are the procedures of the organisation?
If someone wants to make an complaint they can fill out an online form.This is the process they have to go through to make their complaint;
-First, check whether your complaint is covered by the ASA.
-If it is, submit your complaint online, or telephone,text , or write to us.
-We’ll give you the name of the person who will handle the case and be your point of contact.
-The names of those who make a complaint are kept confidential from the advertiser, unless you are asking us to have your name taken off a mailing list or the complaint is from an individual, competitor or organisation with obvious interest in the outcome of the complaint (such as consumer bodies and pressure groups).
-We publish our rulings
-Ads that break the rules are required to be amended or withdrawn, if they aren't we will take steps to make sure our ruling is followed.
The ASA also regulate adverts by conducting surveys of advertisements published by secors where there is an unsatisfactory complaince with the codes. And together they work with the CAP to support the industry to help them get their ads right before they are published.
(http://www.asa.org.uk/About-ASA/About-regulation.aspx)
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?
Summarise some TV Advertising case studies of problemtic food and soft drink advertising and children and advertising with video embeds and the ASA ruling.
Not Upheld;
A TV ad for Diet Coke showed the singer Duffy coming off stage. An assistant handed her a can of Diet Coke and said "You've got about two minutes okay?" Duffy took a sip of coke, climbed onto a bicycle and cycled through the night along quiet streets and into a supermarket. As she cycled she sang, people she cycled past joined in the song. She returned to the concert in time to perform her encore. The on-screen text stated "hello you".
People complained about this advert for two reasons;
1. 18 viewers challenged whether the ad could be seen to condone behaviour prejudicial to health and safety, because Duffy was not wearing reflective clothing and did not have lights on her bicycle.
2. 4 viewers challenged whether the ad was irresponsible because it risked emulation by children.
This advert was not upheld because;
1. Coca-Cola Great Britain (Coca-Cola) said the ad was not meant to reflect reality. They said it was meant to be Duffy's fantasy, a scenario that depicted her escape from the pressures of stardom and far removed from the real world. They said they wanted to show her taking that journey in a way that would not be possible in real life.
2. Coca-Cola said they would not target any marketing of any of their drinks to children under the age of 12 years. They said the ad did not risk emulation by children because the content and tone of the ad was targeted primarily at a female audience aged 20 and upwards.
Partially Upheld;
A TV ad, for Maltesers, showed two men and two women sitting on a sofa. The men were asleep while the women were watching TV. One woman, who was eating Maltesers, offered the bag to her friend and said "Want one?" As she took a Malteser, the friend said "Oh go on then, naughty". The woman replied "Less than 11 calories each"; on-screen text stated "per 2.1g sweet". The other woman looked a bit disappointed and said "Yeah? That's not very naughty". The two women then rearranged the sleeping men on the sofa so that they were cuddling and giggled as they watched the men snuggling up to each other. A voice-over stated "Maltesers. At less than 11 calories each, you'll need new ways to be naughty". The ad then showed Maltesers floating in the air and wearing haloes. On-screen text stated "Maltesers THE LIGHTER WAY TO ENJOY CHOCOLATE".
This advert was complaiend about for two reasons;
1. One viewer, a Food Safety & Standards Officer, challenged whether the claim "less than 11 calories each" misleadingly implied Maltesers were a low energy product.
2. The ASA challenged whether the claim "THE LIGHTER WAY TO ENJOY CHOCOLATE" misleadingly suggested Maltesers were lower in energy than other similar products.
The ASA found a way to sort out the advert;
1. Mars argued that, under the transitional provisions of the Regulation, it was permissible to continue to use nutrition claims not listed in the Regulations Annex until January 2010, providing the claim had been used prior to 1 January 2006. They said the claim "less than (X) calories" was not listed in the Annex to the Regulation and such a claim had been used by at least one of their competitors before 1 January 2006. They therefore argued that, even if the claim "less than 11 calories each" was held to be a nutrition claim, it could be used in accordance with the Regulation until January 2010.
2. Mars said the claim "THE LIGHTER WAY TO ENJOY CHOCOLATE" was a strapline which had been used in various UK media including TV, radio, magazines and posters without complaint continuously since 1991. They stated that the strapline was registered as a trade mark with the UK Intellectual Property Office in 1999 and submitted a copy of the registration. Mars pointed out that, under the transitional provisions of the Regulation, products bearing trade marks or brand names existing before 1 January 2005 which did not comply with the Regulation could continue to be marketed until 19 January 2022, after which time the Regulation would apply. They said the Food Standards Agency Guidance to Compliance with the Regulation confirmed that the transition period applied to the trade mark, not the product. They argued that, because the strapline "THE LIGHTER WAY TO ENJOY CHOCOLATE" was a trade mark that had existed and had been used in association with Maltesers since well before January 2005, its use in advertising could not currently be in breach of the Regulation, even if it was held to be a nutrition claim.
This advert was partially upheled because of the claim 'under 11 calories'.
"We considered the claim "less than 11 calories each", particularly in an ad that emphasised Maltesers not being as "naughty" as one woman had supposed, was likely to suggest to viewers that a Malteser was low in calories; we therefore considered it was a 'low energy' claim. We understood that, because Maltesers contained 505 calories per 100 g, a 'low energy' claim should not have been made."
Upheld;
Asda advertisement.
A TV ad, for ASDA Stores Ltd (ASDA), showed a range of toys next to a banner that stated “1/2 PRICE TOYS”. The voiceover said "The only serious thing in ASDA's Toy Event are the prices! Everything is at least half price! This doll's house is loads of fun. This guitar and amp, now £60. And this Toy Story Ride On, half price at £15. Pick up some great savings in our biggest toy event this year. ASDA. Saving you money every day." On-screen text throughout most of the ad stated "Majority of Stores. Subject to Availability. Furniture with Doll's House sold separately."
The issue that people complained about was; Sainsbury's Supermarkets Ltd and a member of the public challenged whether the ad was misleading because they understood that the promotion applied only to selected items.
ASDA Stores Ltd (ASDA) said that the half-price toys event involved a limited but reasonable number of toys. They said that all of the toys featured in the ad were at half price or less and they believed that it was clear that the half price related only to toys in the Toy Event. They said that they did not think the average consumer would believe that that applied to every toy in their stores. They said that if all toys were in the sale they would not have referenced the Toy Event or restricted the toys featured in the ad to those selected. They provided a spreadsheet which indicated that the 17 products featured in the ad were all included in the sale.
The assemement from the ASA;
The ASA noted ASDA and Clearcasts view that the claim "The only serious thing in ASDA's Toy Event are the prices! Everything is at least half price!" would be interpreted to mean that only the toys included in the Toy Event sale were on sale for at least half price. However, we considered that the overall impression of the ad was that the toys featured were only a selection of the toys included in the "Toy Event" sale, and that, in conjunction with the claims "Everything is at least half price!" and "our biggest toy event this year", it was likely that viewers would infer that all toys were included in the sale. We concluded that, in the absence of a qualifying statement, the ad was misleading.
The overall action was that the advert must not be broadcasted again.
In 1961 ASA formed along with Committee of Advertising Practice (CAP) to focus on the consumer protection and the public's interest.
Prior to this, regulation of non-broadcast advertising was conducted by the self-regulatory CAP/ASA system and broadcast advertising was regulated separately by a statutory regulator, Ofcom. This change simplified regulation for consumers and business and meant that, for the first time, decisions about ad campaigns running across several media platforms e.g. TV, poster and radio, were made by a single organisation.
(http://www.asa.org.uk/About-ASA/About-regulation/Co-regulation-of-broadcast-advertising.aspx)
What is the role of the ASA in the regulation of advertisements?
In order to handle complaints against adverts, and to avoid the imposition of legislation, the advertising industry set up an independent organisation, the Advertising Standards Authority (ASA), in 1962.
This self-regulatory body has been working hard ever since to make sure that adverts are suitabl;e for the audience they are aimed at. Between 2007 and 2008 it received 24,192 complaints about a record 14,080 advertisements.
(http://www.computeractive.co.uk/ca/pc-help/1912255/the-role-advertising-standards-authority)
The types of adverts they regulate are any adverts that appear in;-newspapers, -magazines,
-brochures,
-leaflets,
-e-mails,
-text transmissions (including SMS and MMS),
-fax transmissions,
-catalogues,
-follow-up literature,
-cinema,
-video,
-DVD,-etc...
These are examples of adverts they do not regulate;
-Marketing communications in foreign media,
-Works of art exhibited (public or private),
-Statutory, public, police and other official notices or information,
-Claims, addressed only to medical, dental, veterinary or allied practitioners,
-Classified private advertisements
(http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Scope-of-the-non-broadcast-CAP-code.aspx)
What is the legal standing of the ASA in relation to Ofcom?
The majority of sanctions for non-broadcast advertising are co-ordinated through CAP, whose members are trade associations representing advertisers, agencies and media. There are several CAP sanctions, which can be employed in different circumstances:
-Ad Alerts - CAP can issue alerts to its members, including the media, advising them to withhold services such as access to advertising space.
-Withdrawal of trading privileges - CAP members can revoke, withdraw or temporarily withhold recognition and trading privileges. For example, the Royal Mail can withdraw its bulk mail discount, which can make running direct marketing campaigns prohibitively expensive.
-Pre-vetting - Persistent or serious offenders can be required to have their marketing material vetted before publication. For example, CAP’s poster industry members can invoke mandatory pre-vetting for advertisers who have broken the CAP Code on grounds of taste and decency or social responsibility – the pre-vetting can last for two years.
-Sanctions in the online space - CAP has further sanctions that can be invoked to help ensure marketers’ claims on their own websites, or in other non-paid-for space under their control, comply with the Codes.
If there are any misleading or unfair adeverts, the ASA has the power to refuse rthe advert the right to be shown, unless that advert is changed to be fair.
(http://www.asa.org.uk/Industry-advertisers/Sanctions/Non-broadcast.aspx)
What are the procedures of the organisation?
If someone wants to make an complaint they can fill out an online form.This is the process they have to go through to make their complaint;
-First, check whether your complaint is covered by the ASA.
-If it is, submit your complaint online, or telephone,text , or write to us.
-We’ll give you the name of the person who will handle the case and be your point of contact.
-The names of those who make a complaint are kept confidential from the advertiser, unless you are asking us to have your name taken off a mailing list or the complaint is from an individual, competitor or organisation with obvious interest in the outcome of the complaint (such as consumer bodies and pressure groups).
-We publish our rulings
-Ads that break the rules are required to be amended or withdrawn, if they aren't we will take steps to make sure our ruling is followed.
The ASA council judge both non-broadcast and broadcast advertisements. They judge adverts by using UK Code of Broadcast Advertising created by CAP and enforced by ASA.
(http://www.asa.org.uk/Consumers/How-to-complain.aspx)The ASA also regulate adverts by conducting surveys of advertisements published by secors where there is an unsatisfactory complaince with the codes. And together they work with the CAP to support the industry to help them get their ads right before they are published.
(http://www.asa.org.uk/About-ASA/About-regulation.aspx)
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?
When thinking about making my advert, i will consider any acts that children could copy that may be dangerous or unnacceptable. I will aslo bare in mind false advertising, for example, not telling my audience something that could be taken as an offence or not be true about my product. I will also look into harmful; an offensive acts, such as swearing, sexual references, disturbing scenes or again anythingbad that a child will copy.
Summarise some TV Advertising case studies of problemtic food and soft drink advertising and children and advertising with video embeds and the ASA ruling.
Not Upheld;
A TV ad for Diet Coke showed the singer Duffy coming off stage. An assistant handed her a can of Diet Coke and said "You've got about two minutes okay?" Duffy took a sip of coke, climbed onto a bicycle and cycled through the night along quiet streets and into a supermarket. As she cycled she sang, people she cycled past joined in the song. She returned to the concert in time to perform her encore. The on-screen text stated "hello you".
People complained about this advert for two reasons;
1. 18 viewers challenged whether the ad could be seen to condone behaviour prejudicial to health and safety, because Duffy was not wearing reflective clothing and did not have lights on her bicycle.
2. 4 viewers challenged whether the ad was irresponsible because it risked emulation by children.
This advert was not upheld because;
1. Coca-Cola Great Britain (Coca-Cola) said the ad was not meant to reflect reality. They said it was meant to be Duffy's fantasy, a scenario that depicted her escape from the pressures of stardom and far removed from the real world. They said they wanted to show her taking that journey in a way that would not be possible in real life.
2. Coca-Cola said they would not target any marketing of any of their drinks to children under the age of 12 years. They said the ad did not risk emulation by children because the content and tone of the ad was targeted primarily at a female audience aged 20 and upwards.
Partially Upheld;
A TV ad, for Maltesers, showed two men and two women sitting on a sofa. The men were asleep while the women were watching TV. One woman, who was eating Maltesers, offered the bag to her friend and said "Want one?" As she took a Malteser, the friend said "Oh go on then, naughty". The woman replied "Less than 11 calories each"; on-screen text stated "per 2.1g sweet". The other woman looked a bit disappointed and said "Yeah? That's not very naughty". The two women then rearranged the sleeping men on the sofa so that they were cuddling and giggled as they watched the men snuggling up to each other. A voice-over stated "Maltesers. At less than 11 calories each, you'll need new ways to be naughty". The ad then showed Maltesers floating in the air and wearing haloes. On-screen text stated "Maltesers THE LIGHTER WAY TO ENJOY CHOCOLATE".
This advert was complaiend about for two reasons;
1. One viewer, a Food Safety & Standards Officer, challenged whether the claim "less than 11 calories each" misleadingly implied Maltesers were a low energy product.
2. The ASA challenged whether the claim "THE LIGHTER WAY TO ENJOY CHOCOLATE" misleadingly suggested Maltesers were lower in energy than other similar products.
The ASA found a way to sort out the advert;
1. Mars argued that, under the transitional provisions of the Regulation, it was permissible to continue to use nutrition claims not listed in the Regulations Annex until January 2010, providing the claim had been used prior to 1 January 2006. They said the claim "less than (X) calories" was not listed in the Annex to the Regulation and such a claim had been used by at least one of their competitors before 1 January 2006. They therefore argued that, even if the claim "less than 11 calories each" was held to be a nutrition claim, it could be used in accordance with the Regulation until January 2010.
2. Mars said the claim "THE LIGHTER WAY TO ENJOY CHOCOLATE" was a strapline which had been used in various UK media including TV, radio, magazines and posters without complaint continuously since 1991. They stated that the strapline was registered as a trade mark with the UK Intellectual Property Office in 1999 and submitted a copy of the registration. Mars pointed out that, under the transitional provisions of the Regulation, products bearing trade marks or brand names existing before 1 January 2005 which did not comply with the Regulation could continue to be marketed until 19 January 2022, after which time the Regulation would apply. They said the Food Standards Agency Guidance to Compliance with the Regulation confirmed that the transition period applied to the trade mark, not the product. They argued that, because the strapline "THE LIGHTER WAY TO ENJOY CHOCOLATE" was a trade mark that had existed and had been used in association with Maltesers since well before January 2005, its use in advertising could not currently be in breach of the Regulation, even if it was held to be a nutrition claim.
This advert was partially upheled because of the claim 'under 11 calories'.
"We considered the claim "less than 11 calories each", particularly in an ad that emphasised Maltesers not being as "naughty" as one woman had supposed, was likely to suggest to viewers that a Malteser was low in calories; we therefore considered it was a 'low energy' claim. We understood that, because Maltesers contained 505 calories per 100 g, a 'low energy' claim should not have been made."
Upheld;
Asda advertisement.
A TV ad, for ASDA Stores Ltd (ASDA), showed a range of toys next to a banner that stated “1/2 PRICE TOYS”. The voiceover said "The only serious thing in ASDA's Toy Event are the prices! Everything is at least half price! This doll's house is loads of fun. This guitar and amp, now £60. And this Toy Story Ride On, half price at £15. Pick up some great savings in our biggest toy event this year. ASDA. Saving you money every day." On-screen text throughout most of the ad stated "Majority of Stores. Subject to Availability. Furniture with Doll's House sold separately."
The issue that people complained about was; Sainsbury's Supermarkets Ltd and a member of the public challenged whether the ad was misleading because they understood that the promotion applied only to selected items.
ASDA Stores Ltd (ASDA) said that the half-price toys event involved a limited but reasonable number of toys. They said that all of the toys featured in the ad were at half price or less and they believed that it was clear that the half price related only to toys in the Toy Event. They said that they did not think the average consumer would believe that that applied to every toy in their stores. They said that if all toys were in the sale they would not have referenced the Toy Event or restricted the toys featured in the ad to those selected. They provided a spreadsheet which indicated that the 17 products featured in the ad were all included in the sale.
The assemement from the ASA;
The ASA noted ASDA and Clearcasts view that the claim "The only serious thing in ASDA's Toy Event are the prices! Everything is at least half price!" would be interpreted to mean that only the toys included in the Toy Event sale were on sale for at least half price. However, we considered that the overall impression of the ad was that the toys featured were only a selection of the toys included in the "Toy Event" sale, and that, in conjunction with the claims "Everything is at least half price!" and "our biggest toy event this year", it was likely that viewers would infer that all toys were included in the sale. We concluded that, in the absence of a qualifying statement, the ad was misleading.
The overall action was that the advert must not be broadcasted again.
Sunday, 21 April 2013
Techniques and Applications
We learned thaat adverts use six types of Socio-Economic Groups, to help define their targeted audience. The lower down the scale you go, the less experienced or educated to are;
A - Higher Managerial, Administrative, Proffessional...
For example; Senior Civil Servants, Surgeons, Chiefs, etc.
B - Intermediate Managerial, Administrative, Proffessional...
For example; Bank Managers, Store Managers, Teachers, etc.
C1 - Supervisory, Clerical, Junior Proffessional...
For example; Bank Clerk, Sales Person, Shop Floor Supervisor, etc.
C2 - Skilled Manual Workers...
For example; Electricians, Carpenters, Chefs, etc.
D - Semi-skilled, Unskilled Manual Workers...
For example; Assembly Line Workers, Refuse Workers, Shop Assistants, etc.
E - Pensioners, Unemployed...
For example; Pensioners without private pensions or anyone living on basic benefits, etc.
.......................................................................................................................................
We also looked back into Uses and Gratifications of the media world, some which apply to adverts;
> Entertainment / Dimension
This meaning people would watch programmes just for a laugh, or just to be scared, or to get an expected reaction. For example; a scary movie, or a comedy sitcom.
> Information / Surveillance
This meaning people would watch something to get information out of, or to learn about something. For example; the news, or a documentary.
> Social Relationships
This meaning the programme/film people watched will be spoken about to their friends, either face to face, online, etc. For example; thrilling or exciting episodes, or an advert which is memorable.
> Personal Identity
This meaning that the person can relate to or sees themself in a prgramme or film they have watched. For example; a programme talking about something you like or own.
.......................................................................................................................................
There are three techniques and Apllications that are involved in adverts. Sometimes these are mixed together in one advert. I have chosen five adverts to give as examples.
Overt and Hidden Messages
Overt means they are obvious messages, in your face. Whereas Hidden meand they are not so obvious, they are implied messages, subtle.
The example I have chosen for an overt message is The National Confectionary Co. advert.
I have chosen this advert because it is a simple message with a simple meaning. At 0:04 the 'bear' explains that he contains no artifcial colours or flavourings. Therefore the message is that all of The National confectionary Co.'s sweets cont5ain all natural ingredients. The targeted audience would be mums mainly, who would choose this product for their children over others because of that reason.
The example I have chosen for a hidden message is the Lucozade Sport advert with Mo Farah.
The advert starts of at 0:02 with Mo Farah drinking the lucozade sport, the advert then moves on at 0:14 with Mo Farah getting ahead of everyone else in the race. At 0:18 the work 'faster' appears, giving the obvious message the drink makes you faster, at 0:20 the word 'stronger' appears, with the obvious message that the drink makes you stronger, at 0:23 the words 'for longer' appear showing that the drink makes you last longer than other sport drinks. At 0:28 after Mo Farah crosses the finish line, the word 'yes' appears and the drink with the first three words, 'faster stronger for longer' showing that lucozade sport makes you faster and stronger and would make you last for longer.
Those are the obvious messages, but I feel there are two hidden messages in this advert;
One being that they have used a celebrity. Mo Farah won gold in the 2012 Olympics, therefore he is well known so people will identify him and recognise his talent. This gives the hidden message that if a well known celebrity drinks Lucozade Sport, other people, especially athletic people, will drink it too.
The second one linking to the first one is at 0:28 Mo Farah wins the race. All through the advert it shows close ups of him sweating and slow motion running, but at the end he finishes the race, giving the hidden message that Mo Farah wins BECAUSE he has drunk Lucozade Sport, therefore making other athletic people want to drink the drink so they can win too.
Emotional Responses and Assosiation
This means the advert is aimed to persuade you to buy the product buy making an emoption response from it, some examples are;
- Solution to a problem - which is wher the advert shows you someone with a problem, then tells you how you can fix it. This would make the audience want to buy the product if the have the same or similar problems. For example; toothpaste adverts use this to make your teeth whiter.
- Fear and Concern - which is when the advert tries to scare you into buying the product. This would make someone want to buy it if they are scared of getting what the advert explains. For example; cigarette adverts do this by showing what they do to your body.
- Compassion - which is when the advert wants you to feel bad, or sorry for the people/animals in the advert. For example; charity adverts about dying animals or beaten children do this to make the viewers feel bad and want to stop it.
- Self Perception - which is when the advert shows someone or a situation that the viewer personally identifies or would want to be in. For example; Nike adverts which use famous footballers.
The example I have found for solution to a problem is the Colgate Total Pro Gum Disease advert.
I have chosen this advet because it gives you a problem people of the audience may deal with, or be afraid to get in the future, then the advert gives you a solution to this problem. At 0:03 the man explains how 3/4 of people will suffer from gum disease, this makes the audience aware of the problem they face, or could face in the future. He then goes on at 0:09 to give the people a 'floss test' to see if their gums bleed. People at home would see this as one of the early signs of gum disease, and if they have had this problem before, they would listen to see what the man says. At 0:15 the man says that Colgate Total is CLINICALY proven to treat gum disease, which would persuade the audience to buy it, if it has been clinically proven. Lastly at 0:18, the man shows his floss with no blood on it, making the people in the advert shocked, and the people watching the advert will see this as a solution to bleeding gums.
The example I have found for self perception is the Carlsberg beer advert.
This advert is aimed at males, because its a beer advert. I would class this as a self perception add because men would want this to happen. They would wish to have sexy women in a house full of luxuries, for example, a traines female chef (0:15), a housekeeper who loves football (0:21), a self cleaning house (0:25), and a box room with a football match view (0:33). They have the slogan 'if carlsberg did' which links to all their other adverts that men might aspire to be like. And as the advert says they'd be the best flat mates, they're the best lager.
Celebrity Endorsement
This means when a celebrity appears in an advrt to help sell that product.
Why do certain celebrities get chosen?
- Location/Nationality - a British advert selling British products wouldn't have an indian celebrity in it.
- Profile - this means the celbrity should have a good reputation to help sell that product.
- Audience Perception - what the audience actually thinks of the celebrity being shown.
- Aspiration/Identification - is it a celebrity that people look up to or want to be like?
The example I found for celebrity endorsement is the chocolate orange advert with Dawn French.
I have chosen this advert because Dawn French stars in the advert to help seel the product. She is a very well known actress, she has a good celebrity reputation and people that love Dawn French will be more tempted to buy the chocolate she is advertising, as well as the fact that Dawn French has been the face of Terry's Chocolate Orange for many years. At 0:04 Dawn shows the new chocolate orange where its individually wrapped. This would show the viewers another brilliant way to eat chocolate orange. At 0:08 she tries to say the word share, which doesn't work because Dawn says they're not for sharing. At the very end she says the famout quote from all her other adverts "its not Terry's, its mine".
Sunday, 14 April 2013
Structures on TV Advert
Each Advert has its on Style (line of appeal) and Form, these may overlap in some adverts;
STYLE;
Humorous-
This title pretty much explains itself, this means hat the advert contains humur, to make the audience laugh or smile.
This advert would be classed as humourous as it is made to make up laugh. Although it can also be classed as anti-realist narrative, the advert is funny and is aimed to make people laugh.
At 0:07 where the cat says 'you could win a mac book pro' the cats accents is funny and certainly made me laugh.
Surreal-
This is when the advert has nothing to do with the product being sold or it does have someting to do with it however it is wierd or odd and tries to explain something that wouldn't ever happen.
For example I have found the Walkers advert with Lionel Ritchie. This would be a good example of a surreal advert because it wouldnt actually happen, although he is singing about the crisps.
At 0:07, 0:11, 0:16 and 0:21 where Lionel is singing with a bright light and smoke would be an example of an unreal situation.
At 0:25 where he gets thrown out of the window would also be an example of an unreal situation as noone would be so aggressive over a packet of crisps, but its suposed to show thet they are so good, some people may not want to share them.
Dramatic-
These adverts are ones which make the audience want to know what happens next, puts them at the end of their seat or is meant to overexagerate something to make it more exciting.
The advert I have chosen for Dramatic is the Coke Zero advert. This would be an exaqmple of a dramatic advert as its made like a mission.
Throughout the advert, we think will he make it in time, for example, at 0:42 where the 'jerk' appears and starts talking to the woman.
The fireworks at the end and the graphics of nicknames that come up make this advert more dramatic like a movie. This advert would be aimed at men, givinig them the idea thaqt coke zero can get you through any situation.
Parodic (parody)-
This is where the advert takes the mick or shows references to a film, programme, person or other advert. The example I have found is the Cadbury's 'Not So Secret' advert.
As you can see from this video, the advert clearly is taking the mick out of Charlie and the Chocolate Factory. The man in yellow is suposed to be Willy Wonka showing around the man in blue.
At 0:08 where 'Willy Wonka' pulls the sail on the ship, is like the moment in the film where the real Willy Wonka pulls his lever to open the factory.
At 0:12, 0:16, 0:21, 0:27, 0:35 and 0:40 where they take a lot of different 'secret passages' is a clear parody of the passages they take in the real film, however they make them more crazy and wierd, for example at 0:27 where they crawl through a dinner table is something noone would actually do.
FORM;
Realist Narrative-
This is the type of advert that the audience can relate to, a story with real life situations that may happen to us or already has happened.
The example i have found for a realist advert is the PG tips advert. This is because even though there is a monkey in it, its something everyone can relate to.
At 0:01 where they enter the house cold, this is relatable for anyone who has been caught in the rain.
At 0:13 Monkey starts to make a cup of tea, this is also relatable for anyone who likes a cup of tea after a cold day out. At the end of the video where they say 'ahh' links to the PG tips 'slogan'.
This advert would be aimed at adults, both genders mainly because males are in the video instead of females.
The example i have found for a realist advert is the PG tips advert. This is because even though there is a monkey in it, its something everyone can relate to.
At 0:01 where they enter the house cold, this is relatable for anyone who has been caught in the rain.
At 0:13 Monkey starts to make a cup of tea, this is also relatable for anyone who likes a cup of tea after a cold day out. At the end of the video where they say 'ahh' links to the PG tips 'slogan'.
This advert would be aimed at adults, both genders mainly because males are in the video instead of females.
Anti-realist Narrative-
This is where there is still a story, however its an unralistic one that can't happen. Usually doesn't involve real people.
The example I have found for anti realist narrative is the lying Squares advert. I would use this because even though it involves real people, its a story that wouldn't happen. I feel this advert is aimed at anyone in the audience, its a simple advert and doesn't have any themes aimed at a specific audience.
At 0:05 we see the shop keep adding a squares bar to his window display, which is highly unlikely, firstly because its a waste of food and secondly, as its food it wouldnt last very long, and as a shop keeper, he wouldnt have time.
At 0:17 the slogan comes up, 'it's all lies, they're not even square' which back up the point of something thats not going to happen.
The example I have found for anti realist narrative is the lying Squares advert. I would use this because even though it involves real people, its a story that wouldn't happen. I feel this advert is aimed at anyone in the audience, its a simple advert and doesn't have any themes aimed at a specific audience.
At 0:05 we see the shop keep adding a squares bar to his window display, which is highly unlikely, firstly because its a waste of food and secondly, as its food it wouldnt last very long, and as a shop keeper, he wouldnt have time.
At 0:17 the slogan comes up, 'it's all lies, they're not even square' which back up the point of something thats not going to happen.
Animation-
This exmplains itself. Where the advert doesnt use real people or images, the advert only uses computer images or hand drawn ones.
The example for animation that i found was a maltesers advert from 1991. This is an example of hand drawn animation. This advert i feel is aimed at everyone, mainly childrenas its an animated advert. However, this type of animation would also catch the eye of some older people as this style of animation would have been the same style as some older programmes.
At 0:10, the frog names one way to eat a malteser, by letting the chocolate melt in your mouth. At 0:15 the aligator appears and names another way to eat them, but crunching them. This would appeal to children as well as it shows different way to each maltesers so peoplle would relate to this.
Documentary-
These adverts are ones that involve 'normal, everyday' people that tell you about the product they use and the effect the product has on them.
The example I have chosen for documentary is the Special K, What Will You Gain adverts. It's showing that they grabbed random women from the public and got them to weigh themselves to get the best answer. This advert is aimed at women as there are only women shown in the advert and Special K cereal is a womans branded cereal.
At 0:11 a graphic comes up about what the special K gain day is.. the advert then goes on to continue explaining what the gain day is with cut aways of women going to the scales.
At 0:23 onwards the advert gets really cheery and i feel this would make the women watching the advert want to then start eating special K to then feel happy like the women in the advert.
Talking Heads-
This type of advert is where there is usually just someone talking to the camera about the product they are trying to sell.
The example I have found for talking head adverts would be the Activia yoghurt adverts. throughout the advert the woman is talking directly to the camera, which cut aways of a close up of the yoghurt (0:18) or the dinner table (0.01) or some graphics about the product (0:24).
This advert is aimed mainly at women, mothers especially beacuse in the advert she talks about cleaning and just after christmas where in the background, everything is being put away. I feel this advert will have a good effect on females, as after a hard day hey would think about a way to get some tlc.
Stand Alone-
These adverts are ones which are by themselves, theres no others to join them. These types usually come out around Easter, Christmas, Mothers Day etc.
The example I have used for the stand alone advert is the Christmas Millions advert from 2011. This is a short advert but ther is only one of its kind, as it is an advert for christmas.
At 0:02 where the voice over says 'HOHOHO', this links to the factthat its a christmas advert.
I feel that this advert is aimed at everyone, but mainly older children because of the colours and its short and sweet so its easy to stick in people heads. From the start to 0:05 where the packets of millions are spinning, this helps the fact that its aimed to children as children have a lot of energy and it also shows many flavours for the children to nag their mums about.
Series-
These are ones which link together to create a set of adverts, or ones that carry on after another. Series usually consist of the same logo, product, have the same/similar story lines and the same slogan.
The example I have chosen for documentary is the Special K, What Will You Gain adverts. It's showing that they grabbed random women from the public and got them to weigh themselves to get the best answer. This advert is aimed at women as there are only women shown in the advert and Special K cereal is a womans branded cereal.
At 0:11 a graphic comes up about what the special K gain day is.. the advert then goes on to continue explaining what the gain day is with cut aways of women going to the scales.
At 0:23 onwards the advert gets really cheery and i feel this would make the women watching the advert want to then start eating special K to then feel happy like the women in the advert.
Talking Heads-
This type of advert is where there is usually just someone talking to the camera about the product they are trying to sell.
The example I have found for talking head adverts would be the Activia yoghurt adverts. throughout the advert the woman is talking directly to the camera, which cut aways of a close up of the yoghurt (0:18) or the dinner table (0.01) or some graphics about the product (0:24).
This advert is aimed mainly at women, mothers especially beacuse in the advert she talks about cleaning and just after christmas where in the background, everything is being put away. I feel this advert will have a good effect on females, as after a hard day hey would think about a way to get some tlc.
Stand Alone-
These adverts are ones which are by themselves, theres no others to join them. These types usually come out around Easter, Christmas, Mothers Day etc.
The example I have used for the stand alone advert is the Christmas Millions advert from 2011. This is a short advert but ther is only one of its kind, as it is an advert for christmas.
At 0:02 where the voice over says 'HOHOHO', this links to the factthat its a christmas advert.
I feel that this advert is aimed at everyone, but mainly older children because of the colours and its short and sweet so its easy to stick in people heads. From the start to 0:05 where the packets of millions are spinning, this helps the fact that its aimed to children as children have a lot of energy and it also shows many flavours for the children to nag their mums about.
Series-
These are ones which link together to create a set of adverts, or ones that carry on after another. Series usually consist of the same logo, product, have the same/similar story lines and the same slogan.
The adverts I have found for the series are the 'have a fling with a creme egg' adverts. There have been many different adverts with different storylines, for example the 1st advert includes a man in his room practising in from of the mirror, whereas the 2nd advert is one sister telling the other sister wshe cant be with the egg. These types of adverts are mainly for adults I think because adults are presented in the adverts, and as tha whole thedme of the advert is have a fling, i feel its best suited to adults for this reason.
At 0:12 in the second advert and 0:28 in the first advert, the slogan 'have a fling with a creme egg' pops ups, as well as how long ther around for. This backs up the point that its a series, as they have the same slogan, voice over and similar storylines.
Thursday, 11 April 2013
Characteristics of TV ads
There are 5 characteristics each TV ad should have, some however, may overlap with others;
1. Benefits offered - How is the product going to improve your life?
2. Advantages over similar products - Why should you buy this product over its competetors?
3. Unique Selling Point (USP) - What does this product do/have that no other product can/has?
4. Lifestyle Appeal - How will this product compliment (match) or enhance (better) the target audiences lifestyle?
5. Brand Identity - how does the advert position the brand, how does it make it look?
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I have found two confectionary adverts which summarise the above;
1. Skittles
1. Benefits offered
The advert shows the product to give you'magicl powers' as in the advert at 0:10 the man touches the stapler which then turns into skittles. He also does this with other items. This would appeal to the audience because they would want to have never ending skittles. Although the man speaks about sad things, there is a witty type of humour in this advert which makes it aimed more towards males.
The advert shows the product to give you'magicl powers' as in the advert at 0:10 the man touches the stapler which then turns into skittles. He also does this with other items. This would appeal to the audience because they would want to have never ending skittles. Although the man speaks about sad things, there is a witty type of humour in this advert which makes it aimed more towards males.
2. Advantages over similar products
The advert shows one of its advantages to be again giving you the ability to turn anything into skittles. At 0:41 where he reaches for the phone and it turns into skittles, he starts to get angry/frustrated which is what adds humour to the advert. Although the advert exagerates the truth about the product it would draw the audience in to buy this product.
The advert shows one of its advantages to be again giving you the ability to turn anything into skittles. At 0:41 where he reaches for the phone and it turns into skittles, he starts to get angry/frustrated which is what adds humour to the advert. Although the advert exagerates the truth about the product it would draw the audience in to buy this product.
3. Unique Selling Point (USP)
The adverts unique selling point would be that no other sweet givs you the chance to turn what you please into sweets. It not only gives you the happiness, buit in the advert at 0:13 when the woman and the other man are eating the skittles, they look happy , as well as the added point that the woman bought this other man over to see the 'amazing skittle man'.
The adverts unique selling point would be that no other sweet givs you the chance to turn what you please into sweets. It not only gives you the happiness, buit in the advert at 0:13 when the woman and the other man are eating the skittles, they look happy , as well as the added point that the woman bought this other man over to see the 'amazing skittle man'.
4. Lifestyle Appeal
The adverts explains that it would make your life better as this product gives you unlimited skittles at any time. This would be appealing to the younger side of the targeted audience because even if they know the truth or not they would still like the poduct.
5. Brand Identity
The adverts explains that it would make your life better as this product gives you unlimited skittles at any time. This would be appealing to the younger side of the targeted audience because even if they know the truth or not they would still like the poduct.
5. Brand Identity
The advert gives both a good and bad name. The good name is that skittles are great tasting as show at 0:13, however the man explains at 0:20 that he cant hold his child, and a man he touched will never see anyone he knows again, this would appeal to the older side of the targeted audience because they would understand the witty jokes. As well as this, the slogan at the end, 'touch the rainbow' links to the adert of the man literally touching the rainbow.
2. The Natural Confectionary Co.
2. The Natural Confectionary Co.
1. Benefits offered
This advert shows a benefit as it only containing natural colours and flavours in their product as said at 0:07. This would appeal to mothers because children would want sweets, so they would buy this product knowing their children will get the great tasting sweets which arent packed with unnatural substances.
This advert shows a benefit as it only containing natural colours and flavours in their product as said at 0:07. This would appeal to mothers because children would want sweets, so they would buy this product knowing their children will get the great tasting sweets which arent packed with unnatural substances.
2. Advantages over similar products
An advantage this product has over similar products would be that they have natural substaces, as well as a good taste. At 0:05 the dinosaur questions the snake about wanting to become a grat tasting sweet, which would again appeal to mums, as well as the talking sweets for the children.
An advantage this product has over similar products would be that they have natural substaces, as well as a good taste. At 0:05 the dinosaur questions the snake about wanting to become a grat tasting sweet, which would again appeal to mums, as well as the talking sweets for the children.
3. Unique Selling Point (USP)
The unique selling point this advert has is again the natural flavours and colours they use whch most other products wouldnt have, aswell as in the advert the animals talk to eachother about becoming sweets and if they are worthy, so this would deffinatelly appeal to children.
4. Lifestyle Appeal
The unique selling point this advert has is again the natural flavours and colours they use whch most other products wouldnt have, aswell as in the advert the animals talk to eachother about becoming sweets and if they are worthy, so this would deffinatelly appeal to children.
4. Lifestyle Appeal
The adverts tells us that this product would make your life better as you wouldnt be filling yourself with unnatural, unhealthy ingredients. As well as matching your halth if you dont eat unnatural food. The product doesnt fill you with bad ingredients so this would persuade people to buy them.
5. Brand Identity
5. Brand Identity
This advert gives the brand a goo name. Reasons being that the product is full of only natural ingredients, as well as the simplicity of the advert links with the simplicity of the sweet, this meaning that there is little ingredients with a big taste.
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