The company that regulates advertisements in the are ASA. They apply the advertisement codes which are written by the committees of Advertising practice. They also act on taking in complaints and constantly checking the media for misleading, harmful and offence advertisements. To send in a complaint about an advert which you find offensive you simply go onto the ASA website and on the home page there is a box called consumers and underneath the title it has a box that says make a complaint, click it, read through the ten points which tell you how they are going to assess it and take action. For example the name of the company, if ASA cover that, what is offensive about it, how they will investigate and so forth. Then click the box at the end of the page where it says make complaint and there are questions fill out on on 5 pages and simply go through them, complete them and then send your complaint off.
The video was on the subject of famine and it was described as if it were as bad as the F word and that it is something that is frowned upon to talk about just like a swear word. There was many different actors and celebrities talking about the subject of the matter and were bleeped out everytime they said the word famine. They then went on to talk about famine, how many people affects and who it affects. It had many different facts and figures throughout. The advert was banned due to the fact the actors also said the F word both fuck and famine but were bleeped during it and it was deemed inappropriate. It is also said that this advert breaches the rules laid down by the 2003 communications act. I do not believe this advert should of been banned due to the subject of it and it was made in that way so you would remember it, the celebrities were bleeped out during the advert when using the word famine which shocked you thinking they were swearing thus remembering famine and you wouldnt forget it. Another reason i do not believe the advert should of been banned is because even though they were made out to say the word fuck, they did not say it at any point without a bleep thus meaning it couldnt be deemed inappropriate or break the rules as it would be an assumption of what they were saying not fact. Unless the spotlight is kept upon this crisis and shown that there is need for urgent action, those people will be forgotten.
Tuesday 27 January 2015
Monday 26 January 2015
Task 5
1 This iceland advert appeal to the demographic group of everything below C2 i believe due to the prices of the products which are shown on screen. It appeals to women over the age of 30 as the iceland slogan in this advert is "mums go to iceland".
2 This brighthouse advert appeals to the demographic group of everything below C2 due to the fact what it is advertising is being able to afford things like a fridge or television with weekly instalments, this means people with a low income are able to have luxuries at a low price. This would not appeal to people above C2 because their incomes mean they can buy things out straight without the instalments following it. It appeals to both men and women because anyone can want a fridge or a cooker and in the advert it shows and family (mother, father and daughter).
3 This jaguar advert appeals to people in the category of A due to the fact the jaguar arent very cheap meaning that without a high income, the likely hood of being able to afford one is small. This does not mean that you couldnt save up for one it just means that you couldnt buy out straight. It appeals mainly to british men as the narrative of the advert consists of only men, male villains and things that are associated as "manly". Furthermore it also appeals to mainly mean because the advert suggests that by owning a jaguar you can be sophisticated, cool and villainous, i know this because throughout the advert the actors are describing the perfect villain (british, stiff upper lip and classy) and jaguar products are constantly on show.
Tuesday 13 January 2015
TASK 4 (label this on your blog as 30.1.4)
According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use among other techniques, the following lines of appeal. They use images of, or make reference to things to tap into our desires or fears. View the Powerpoint called Lines of Appeal which is available on Moodle.
Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used:
Advert1
The product is Carlsberg and is advertising a beer but in the advert it shows a man seeing an ad in a newspaper for a flat on a suburban street, on the outside but once the door is open we are shown that it isnt exactly what it seems as the whole flatted is kitted out with what a traditional man would find a dream. For example attractive women cooking pizza, a view of a football stadium and a machine which does the cleaning for you. The persuasive techniques carlsberg use are visuals showing us the luxurious lifestyle of the people in the advert. Also the words which are used by the owner of the flat are very positive so he makes us feel like we need that certain thing in out lives. The unique selling point of this advert is the fact that if you buy or drink carlsberg you will live the rich life.
Advert 2
The product is the YOP which is a yoghurt drink. We are shown that it is a nice drink to have in the morning when you wake up. Throughout the adverts the people in the advert are singing the YOP song and it is very very catchy. Persuasive techniques the advert uses are ethos which is the technique of convincing the consumer that the product is reliable, honest and creditable. YOP showing us the consumer that no matter how tired you are in the morning, it is the drink you need. Pathos are also used because throughout the advert the person who is sleeping is also singing, this shows us that your body wants it. The USP of this advert is the song which is their slogan as you are made to believe once you drink this drink your morning will become better.
The product is the YOP which is a yoghurt drink. We are shown that it is a nice drink to have in the morning when you wake up. Throughout the adverts the people in the advert are singing the YOP song and it is very very catchy. Persuasive techniques the advert uses are ethos which is the technique of convincing the consumer that the product is reliable, honest and creditable. YOP showing us the consumer that no matter how tired you are in the morning, it is the drink you need. Pathos are also used because throughout the advert the person who is sleeping is also singing, this shows us that your body wants it. The USP of this advert is the song which is their slogan as you are made to believe once you drink this drink your morning will become better.
Advert 3
The product is fairy liquid which is used to wash your dishes. We are first of all shown a women washing the dishes with this fairy liquid and then she is rubbing her hands which are covered in bubbles and saying that they feel good on her skin. The persuasive techniques in this advert are the visual affects as the mother and son have a good relationship so theres alot of smiling and encouraging words. They also use the technique of pathos due to the scenario of the advert, it make you feel happy and want that so by buying fairy liquid it can make you feel good about yourself so you will buy it, this is also the UPS aswell.
Monday 12 January 2015
Advertisement Essay
Essay for Advertisement
In this essay I will be stating the
similarities and differences between two adverts. Both adverts are toothpaste
adverts but one is date back to the 1955 when it was released and the next one
is dated 2011.
A
company called Gibbs SR produced the toothpaste advert from 1955. In this
advert the narrator talks about how if you want to maintain strong, white and
healthy teeth then you need this toothpaste. Throughout the advert it is
constantly repeated that you will get a tingly fresh feeling when using it and
that no other toothpaste is out there like it. We also get told that the
toothpaste is not just a toothpaste it is much more.
The colgate advert is very similar to the
Gibbs SR advert. Colgate tell us facts throughout the advert about what the
toothpaste helps prevent and strengthen just like in the Gibbs advert. We are
also again told that the toothpaste is dentist approved; this is the case in
both adverts. We are also told in both adverts that there is nothing out like
it at the moment, although they are told in different ways and different parts
of the advert, both of them say it. Another that is similar in both adverts is
the use of product placement, throughout the adverts we either see packaging or
the use of the project with a happy consumer.
However something’s are different in both
adverts. First of all in the Gibbs advert no technology is used only a women
brushing her teeth, in the colgate advert the actor on screen uses this scanner
to show the women how dirty her teeth are, this is due to the huge time
difference in the adverts (over 50 years).
Another thing they differ in is the way the actors on screen are used.
Gibbs just uses a lady brushing her teeth but colgate have an ‘expert’ ask a
‘random’ person walking by if he can asses her teeth. Gibbs use repetition a
lot throughout their advert to emphasis the tingly and fresh you get when you
brush with this toothpaste. This is not the case in the colagate advert,
instead to emphasis the strength of the toothpaste the actor is told to come
back the next after using the toothpaste and see the difference. Both are very
different but equally effective.
In conclusion both adverts are very
different but also very similar. They are similar in the way that they use the
product for example product placement which is very effective and the way they
give you an experts opinion, in this case a dentist. They are also very
different due to the major fact of them being 50 years apart, so some
techniques have involved like the use of actors and phrase used. Also the fact
that technology is shown in the colgate
advert now that wasn’t around in the 50’s for Gibbs to use.
Tuesday 6 January 2015
Advertisement WorkBook
Advertising
Workbook
TASK 1 (label this on your
blog as 30.1.1)
Advertising is everywhere. It is one of the
largest sectors of the media industry,
adverts being presented in a wide range of
media such as television, film, radio, magazines, posters, billboards, the
press, and the internet. Of all of these, television advertising probably has
the highest profile, some television advertisements being so effective and
memorable that they become classics and part of the cultural background for a
whole generation of viewers.
Television is used to market almost every
product one can imagine from everyday consumables, like washing powder, to
extravagant sports cars, whilst some advertisements promote a service such as
insurance, banking or vehicle
breakdown cover. Television advertising has become more and more sophisticated,
utilising the very latest digital production techniques. Content and style can
be simple or complex, using traditional narrative structures or less obvious surrealist
imagery, and messages can be overt or understated. There seems to be no single
approach which can be said to be more effective than another.
1.Explain
what TV advertising is?
TV
advertising is a short paid programme used by many companies to present either
their company or to show a product(s). This will either will be through
different forms of media from TV to internet or on radio.
2.
View three different contemporary TV adverts and list three key characteristics
of them:
·
Product Placement – Iceland Christmas advertisements mainly include
their food throughout it, usually in large bulks to show that they are perfect
for parties.
·
Target Audience – Toys R Us target either children or parents through
various different things mainly visuals to entice kids into wanting that
product.
·
A narrative – The John Lewis 2014 Christmas advert
TASK 2 (label this on your
blog as 30.1.2)
Advertisers
use a variety of techniques to get us to buy goods or services. Some of them
are listed below. Can you fill in the gaps and find an example of an advert
which fits the persuasive technique used?
Type of persuasive technique
|
Link to an advert which uses this technique
|
The Anecdote: Personal experience or story which is sold
to us as proof.
|
During
this advert the voice over is talking about him and when he knew it was time
to move out and how his family members are telling him about the real world,
each giving there own perception of it. He then goes on to say how much
Lloyds bank helped him move with there money scheme. Throughout the advert it
slowly progresses and links back to Lloyds Bank and how they were helpful
with that certain scheme.
|
Adjectives: Crisp, fresh, healthy, nutritious, etc
|
Throughout
these adverts Terry Crews constantly uses works like fresh, cool, crisp e.t.c.
to tell us how good old spice will make you smell.
|
Repetition: Key points, positives about the product,
themes etc
|
https://www.youtube.com/watch?v=xLqSDlFc-Nk
Throughout this advert the word “faster” is constantly used (5 times) to
emphasise the fact the spot cream works fast. 3
|
Statistics: Often presented as factually accurate but
sometimes they are a bit dubious.
|
We are
told that it kills 99.9% of bacteria in your mouth and no other mouthwash is
out there like it.
|
Fact: A statement that is true and can be proven.
|
Actimel is
scientifically proven to strength your immune system as it grows weaker the
older you get.
|
TASK 3 (label this on your
blog as 30.1.3)
View
this old television adverts: http://www.youtube.com/watch?v=pKuEwsEiSp8 and this contemporary TV toothpaste advertisement, http://www.youtube.com/watch?v=99T-iGcii8U Complete the Venn diagram
below, What are the similarities and differences between this advert and
contemporary toothpaste adverts?
TASK
4 (label this on your blog as 30.1.4)
According to Gillian Dyer (Advertising as
Communication, Routledge 1988) advertisers use among other techniques, the
following lines of appeal. They use images of, or make reference to things to
tap into our desires or fears. View the Powerpoint called Lines of Appeal which
is available on Moodle.
Analyse
three different TV adverts and state which persuasive skills and lines of appeal
have been used:
Advert1
Product
Name: Link:
Persuasive
techniques:
Product
USP
Advert 2
Product
Name: Link:
Persuasive
techniques:
Product
USP
Advert 3
Product
Name: Link:
Persuasive
techniques:
Product
USP
TASK
5 (label this on your blog as 30.1.5)
Audience
Demographics
One
of the most common ways of identifying a target audience is the socio-economic
model. Although this model has
been in use for a very long time, it is still a useful tool in identifying a
target audience. The basis for this system is level of earnings. An AB audience, for example, is assumed
to have more spending power than a CDE audience.
A
|
Lawyers,
doctors, scientists, managers of large-scale organisations – well paid
professionals
|
B
|
Teachers,
senior managers, some middle management – fairly well paid professionals (and
very poorly paid teachers!)
|
C1
|
‘White
collar’, junior management, bank clerks, nurses
|
C2
|
Skilled
‘blue collar’ workers such as electricians, plumbers, carpenters
|
D
|
Semi
and unskilled manual workers such as drivers, post sorters
|
E
|
Students,
the unemployed, pensioners
|
Audience
profiling
There
are many other ways that an audience can be segmented or profiled. Whenever a TV advertiser is producing a
commercial, they will always take care to identify the target audience as
accurately as possible. After all,
if the audience is identified and targeted well, the product is likely to be
successful! That is why audience
is considered a key consideration – because it is fundamental to the planning
and shaping of an advertisement.
Audiences
can be segmented in other ways as well as the socio-economic model above:
- Age
- Gender
- Demographic (where
the audience live)
- Profiling (this is
often done by advertisers to identify ‘types’ of consumers)
- Values, attitudes and
lifestyles (in other words the types of products which are likely to
appeal to those with these values, attitudes and lifestyles.
Watch a series of adverts
and identify as accurately as possible the target audience for each, provide a
link and give explanations to back up your conclusions about why the advert
appeals to the specific demographic.
1 This iceland advert appeal to the demographic group of everything below C2 i believe due to the prices of the products which are shown on screen. It appeals to women over the age of 30 as the iceland slogan in this advert is "mums go to iceland".
2 This brighthouse advert appeals to the demographic group of everything below C2 due to the fact what it is advertising is being able to afford things like a fridge or television with weekly instalments, this means people with a low income are able to have luxuries at a low price. This would not appeal to people above C2 because their incomes mean they can buy things out straight without the instalments following it. It appeals to both men and women because anyone can want a fridge or a cooker and in the advert it shows and family (mother, father and daughter).
3 This jaguar advert appeals to people in the category of A due to the fact the jaguar arent very cheap meaning that without a high income, the likely hood of being able to afford one is small. This does not mean that you couldnt save up for one it just means that you couldnt buy out straight. It appeals mainly to british men as the narrative of the advert consists of only men, male villains and things that are associated as "manly". Furthermore it also appeals to mainly mean because the advert suggests that by owning a jaguar you can be sophisticated, cool and villainous, i know this because throughout the advert the actors are describing the perfect villain (british, stiff upper lip and classy) and jaguar products are constantly on show.
TASK 6 (label this on your
blog as 30.1.6)
THE REGULATORS: (Video
Cast to be uploaded to your blog). Use the ASA website to help you answer these questions. Answer the following questions in a
videocast:
1.
Explain who regulates TV advertising in the UK?
2.
Explain the process of how to complain about a TV advert which you
thought was offensive in some way.
4.
Explain what happens in the video.
5.
Explain why was this advert banned?
6.
Do you think the regulators were right to banned this advert. Back up
your argument with clear points.
7.
Summarise your main points.
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