The ASA stands for Advertising Standards Authority and they are the United Kingdom independent regulator of advertising in all across the media plus they don't only do TV ad they also do radio ad. About the regulation? The ASA work is to include acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements, sales, promotions and direct marketing. The ASA always actively checks advertisement in all of the media and regularly conduct surveys of advertisement published by sectors. Also together with the CAP they work to support the industry to help them to get their ads right before they are publish.
If the advertisement has appeared what they will do is that they regulate after an advertisement have appeared because even the though many steps are taken to ensure advertisement are in line with codes before they are published or before they are aired, consumers do have the right to complain about the advertisement that they have seen which can be made to misleading, harmful or offensive. So the ASA are responsible for regulates adverts. Their mission is that all of the advertisements in all media is legal, it has to be decent and it has to be honest and truthful so they can benefits their consumers. Most adverts are cleared by the clear cast.
The Asa have to look at the codes and here is some examples of the rules that the asa always have to look at and update it as well. They have the rule of children, health, medicine, religion,privacy, alcohol, betting and many more.
Here are some examples of banned adverts by the asa-
http://www.theguardian.com/media/2014/jan/08/lucozade-sport-campaign-gareth-bale-banned-advertising
http://www.youtube.com/watch?v=W56IGW0tLkU
The reason why the asa have banned a multimillion-pound because all the footballers, rugby players, coaches etc. saying that the lucozade hydrates is better than water and people was complaining that it is not so the asa have banned this adverts and it is like a false advertising as they are saying that lucozade is better than water. The structure in this ad is a series as there are many lucozade ads that are quite the same The technique is quite hidden but it is overt as well for the overt in the advert when they have a break or at the starting it shows that they are having lucozade instead of water and they are wearing the lucozade T-shirt so that is overt but it I hidden as well as they show the lucozade at the end with all the description and the characteristics I would say that the characteristics is better than others as the advert is saying that lucozade is better than water and any other drink.
http://www.theguardian.com/media/2013/jul/10/irn-bru-push-up-bra-ad
the second advert the asa have banned is the iron bru advert they have put down in quote "A TV ad for soft drink like irnbru featuring a mother showing off her push up bra to her son friends and have more than 170 complaints'' this ads was offensive and irresponsible as the mother and the young men was sexual and inappropriate, other people complained saying that the ad was sexist and demeaning to women. The structure form for this series for the series there have been many ad about irn bru but not like this one because it is different. The techniques they have used in this advert is overt as they show the irnbru drink from the starting to the end and for the characteristics I think it is brand culture as they are saying that if you drink irnbru it will get you through things. The style for the irn bru ad is humorous as the mum is showing off her push up bra to her son friends and it is funny because the friends like it also it is a bit surreal as it is weird to drink an irn bru and say stuff that you don't mean to your mum when you know that it is embarrassing.
http://www.theguardian.com/media/2011/dec/21/horror-themed-phones-4u-ad-cleared
http://www.youtube.com/watch?v=N2oL_gXECtg
In this advert there have been over 600 complaints from the upset viewer the most made about the about any ad in 2011. people are saying in the comments that the scary phones 4 u advertisement have a lot of complaint that it is stressing the kids and the children who will watch the TV and people are saying it is unentertaining and informative. The structure for this ad is talking head as the girl at the end is talking to u the viewer about their deal at phones 4 u also i would say it is stand alone again as i would say that she is alone talking to us at the end of the ad The technique is hidden as we have no idea what that was until the end when she was explaining about the deal. the characteristics i would say is that it is better than other as she is talking about the deal that is better than others.
Think box is a marketing body for advertisement in the UK and they work with the UK marketers to help them because they try to get the best out of the TV. They shareholder are channel 4, ITV, Sky media and many more. Think box works with the marketing with one goal and that goal is to help the advertiser get the best out of today TV. Advertisement have been more officiate and have more to offer than ever before because it remains at the hart of the popular culture and advertisement. from understanding how audience engages to TV advertising Think box is here to help the customer meet their marketing objectives.
Think box has a numbered of awards here are the examples of the wining awards 360's trade, body of the decade, best business to business and many more. Think box advertisement tell the audience that TV advertisement was designed to remind advertiser of the continuing power and effectiveness of the TV.
They research viewers because the viewers engages with the TV here are the example 3 ways people watch, emotional impact in adverts, TV is central, emotional in adverts, catchy music in adverts.
Advertising rate cards are a document containing price and description for the various advert placement option available from a media outlet. Here are all the example of television advertising rate card you can get ITV1, ITV2 3 and 4 and many more. Rate card gives the people
Adverts cost differences depend what channel you want to put in for example like x factor if you want to put a 30 second advert on x factor it will cost £20,000. Barb is very important for ads because they find out what programs are popular and which is not. here is an example 8.4 million people watch coronation street this shows that 95% of channel are popular that people will watch.
How to find out about audience
The advantages to an advertiser like think box are getting professional researchers in to the adverts, you know how to make your advert better than others, to get the best information, if think box are doing it that means you are not.
How to find out about audience
They did a quantitative survey with 3000 people
Lab research where they got people in a lab to watch the adverts.
Google box camera in 22 household
quantitative
strengths-The strength for quantitative survey is that is that it is easy to get the data onto a chart or a graph. a wide range of people data, it would be quicker
weaknesses- The weaknesses for quantitative is that it is not opinions, it does cost a 3000 person survey time and money.
camera in houses
strengths- the strengths is that you can get realistic responses, your creating some realistic its open to bias because they can change
weaknesses-it is not enough for 22 camera, it will cost them alot
The advantages ==
lab to watch advert
strengths- opportunity the debt so they can watch it, it is cheaper than putting camera in the house, p
weaknesses- people can come in if they want to watch it or not.
The conclusion why they use them 3 thing is because it can set some of the disadvantage, they are trying to use more than 1
Target audience: Young adults and teenagers
Demographics: The age for the lucozade sport ad i would say is 12 and over since it is a energy drink. The gender is both since the ads shows that boys and girl can have lucozade.
Form: I would say the form for this is series as they made more than one lucozade advert.
Style: The style for this ad is
Character: I would say the characteristic is better than others since it is about energy drink and the other I would say it is advantage of brand since this ad is showing the drink from start to end.
techniques: The technique is overt as in the start of the advert they show the lucozade sport drink and at the end so this advert is obvious.
Emotional response Technique: The emotion you get when you watch this is quite exciting and happy because they, are having a fun time and just chilling so when you watch this you will feel excited and happy you can also hear the music and the music is quite good as it matches in with the advert.
Camera shot: There are many different camera shot in this advert for example Mid shot, long shot, close up, wide shot and many more. The reason why they uses the shot is because that it makes the ad looks good. The camera shot also makes the product of the main focus in the ad as it just uses camera shot to make it good.
Sound: The sound for the lucozade sport advert is quite catchy as it is a popular song. The sound also makes the audiences quite excited as the sound for the advert is quite energetic and catchy the sound matches in with the advert since it is like a speedy song.
The target audience for this advert is for teenagers and young adults. With this advert they are trying to persuade teenagers and young adults to buy their product as they use many things to get the audience attention like young and catchy music, get young actors to be in the adverts so they can represent the audience etc.
Emotional response Technique: The emotion you get when you watch this is quite exciting and happy because they, are having a fun time and just chilling so when you watch this you will feel excited and happy you can also hear the music and the music is quite good as it matches in with the advert.
Camera shot: There are many different camera shot in this advert for example Mid shot, long shot, close up, wide shot and many more. The reason why they uses the shot is because that it makes the ad looks good. The camera shot also makes the product of the main focus in the ad as it just uses camera shot to make it good.
Sound: The sound for the lucozade sport advert is quite catchy as it is a popular song. The sound also makes the audiences quite excited as the sound for the advert is quite energetic and catchy the sound matches in with the advert since it is like a speedy song.
The target audience for this advert is for teenagers and young adults. With this advert they are trying to persuade teenagers and young adults to buy their product as they use many things to get the audience attention like young and catchy music, get young actors to be in the adverts so they can represent the audience etc.
http://www.thinkbox.tv/server/show/nav.1464
Target audience: Adults, Lexus fans
Demographics: The age rating for this i would say adult since it is about cars. it is unisex because both girl and boy can drive this
Form: The form for this advert is quite like a documentary as it just shows you the cars and explaining it but with no words
Style: The style for this advert is quite surreal as there is a ballerina and a car it does not match
Character: The characteristics is better than other as it shows at the end of the ad it is better than any other car .
techniques: The techniques for this Lexus IS advert is hidden as it only shows a full view of the car at the end instead of little picture or a 1 second video at the start.
Emotional response Technique:
Camera shot: There are also a lot of camera shot in this advert as there are mid shot, wide shot, focus, close up, bird eye view etc. The reason why they have done all these camera shot is because they are trying to make the car good in all angle so people would like it. The camera shot also focus on the car because the whole reason of the advert is to sell the car and it is overt that they are trying to make it better than any other car.
Sound: The sound for the advert is quite fast and matches with the advert like the fast instrumental with the ballerina spinning and the car drifting it matches. The sound also makes the audience that the car is fast because of the music so they should buy it.
The target audience for this Lexus car advert is young adults, adults. With this car advert it is quite unique as there is a girl that is doing ballet and it is like the car is representing the ballet saying that its smooth, fast and that is interesting for the viewers because it is quite good, it is unique and probably no one seen this style of advert.
Emotional response Technique:
Camera shot: There are also a lot of camera shot in this advert as there are mid shot, wide shot, focus, close up, bird eye view etc. The reason why they have done all these camera shot is because they are trying to make the car good in all angle so people would like it. The camera shot also focus on the car because the whole reason of the advert is to sell the car and it is overt that they are trying to make it better than any other car.
Sound: The sound for the advert is quite fast and matches with the advert like the fast instrumental with the ballerina spinning and the car drifting it matches. The sound also makes the audience that the car is fast because of the music so they should buy it.
The target audience for this Lexus car advert is young adults, adults. With this car advert it is quite unique as there is a girl that is doing ballet and it is like the car is representing the ballet saying that its smooth, fast and that is interesting for the viewers because it is quite good, it is unique and probably no one seen this style of advert.
https://www.youtube.com/watch?v=zANquRT9Uc0&feature=player_embedded#t=0
Target audience: teenagers, adults, football lovers
Demographics: The age rating I would say is 5 and over since little boys and girls like to be active and playing football.
Form: The form is quite animated as you know they have edited it and made it fun to look at.
Style: The style is quite humorous as they edited the celebs footballer to make it fun for kids and older people
Character: The characteristic for this one I would say it is better than other and usp since it is trying to say it is better than other brands like Nike, puma, rebook etc. and they are using very famous footballer to be in the ad so the kids and teen can be like them so that's why they are put in this advert.
techniques: The technique for this advert is overt as it is about football and if you look at the ad you can see it is obvious with the famous footballer playing.
Emotional response Technique:
Emotional response Technique:
Camera shot: In this advert you can see there are different camera shots that makes the product looks good in every direction and it also stands out in different camera shot. Here are the examples of the cvamera shot in this advert wide shot, close up, bird eye view the reason why they use these camera shot is because they want to show the shoes 360 degrees so the audience can see if they like the style of the shoes.
Sound: The sound for this advert is quite traditional as it is for a special occasion this advert is for the brazil world cup 2014 so they made the sound traditional. The sound is also catchy for the audience who watches it because it is catchy and it also matches with the advert.
For this football boots advert the target audience is for basically everyone who loves football like kids, teenagers and adults. What they did in this advert to get the audience attention is that they got professional footballers to be in the advert so they are representing that they could be like them but also what persuade the audience to buy their product is the the editing in the video, with the edit on the advert it catches the audience attention as it is like animated with all the lights flashing and like with all the drawing on the ball, on the shoes, on the training kit etc. Also it still catches the audience attention as it is eye-catching with all the bright colours, the catchy music, the fun edit they did to the advert like rewinded some bit of the advert, and at the end of the advert they show that you can get the football boots in different colour so you can feel the world cup fever as the world cup is all about bright colour and that will persuade the audience to get these boots.
Sound: The sound for this advert is quite traditional as it is for a special occasion this advert is for the brazil world cup 2014 so they made the sound traditional. The sound is also catchy for the audience who watches it because it is catchy and it also matches with the advert.
For this football boots advert the target audience is for basically everyone who loves football like kids, teenagers and adults. What they did in this advert to get the audience attention is that they got professional footballers to be in the advert so they are representing that they could be like them but also what persuade the audience to buy their product is the the editing in the video, with the edit on the advert it catches the audience attention as it is like animated with all the lights flashing and like with all the drawing on the ball, on the shoes, on the training kit etc. Also it still catches the audience attention as it is eye-catching with all the bright colours, the catchy music, the fun edit they did to the advert like rewinded some bit of the advert, and at the end of the advert they show that you can get the football boots in different colour so you can feel the world cup fever as the world cup is all about bright colour and that will persuade the audience to get these boots.
Target audience: Everyone teenagers, adults, pensioners, kids
Demographics: the age is 12 and over since it is a popular fizzy drink and it is for everyone.
Form: The form for this Coca-Cola ad is an 3D animated as there is a 3D cartoon in this advert of 2 bears sitting down watching TV and lots more bear having Coca-Cola and it is fun for young people
Style: The style is humorous as the bear is trying to have a drink but it slips out of his/her hands and slides everywhere to save it. Also the song makes it grate to laugh at since it is a calm and funny tone to the music.
Character: The characteristic I would say it is better than other drink like 7up, tango, Fanta, etc.
techniques: This advert is overt as you can see the coke bottle from the start to the finish so it is clearly obvious that the audience can see the drink
Emotional response Technique:
Emotional response Technique:
Camera shot: There is not that many camera shot in this advert bit the one that targets the audience is the focus shot when they just focus on the coca cola bottle. The reason why I think the audience focus on that part is because they focus on the bottle and the audience looks at the nice cold icy drink.
Sound: The sound matches with the advert as the bear trying to catch the bottle the music gets intense and it just matches with the ad.
This advert is about coke and the target audience for this advert is for everyone like teenagers, adults, pensioners and even kids. The reason why I would say it is for kids as well is because the advert is animated with poler bears and it is quite funny so that will catch the attention of kids.
Sound: The sound matches with the advert as the bear trying to catch the bottle the music gets intense and it just matches with the ad.
This advert is about coke and the target audience for this advert is for everyone like teenagers, adults, pensioners and even kids. The reason why I would say it is for kids as well is because the advert is animated with poler bears and it is quite funny so that will catch the attention of kids.
http://www.youtube.com/watch?v=S2nBBMbjS8w
Target audience: Everyone teenagers, adults, pensioners, kids
Demographics: Age rating I would say 5 and over since it is about food that everyone like and it is for everyone.
Form: The form for this walkers crisp advert is like a documentary style as it tell us everything about the crisp.
Style: The style I would say it is humorous as it shows that people wants a chance to put their own flavour in a walker crisp so they share their idea to the creator of walker crisp
Character: The characteristic for the walker ad I would say it is advantage of the brand as it shows the walker brand crisp at the start to the end.
techniques: The technique is for this walker advert I would say is overt as it is about the flavour of the crisp and obviously it is about crisp so that is why it is obvious.
Emotional response Technique:
Emotional response Technique:
Camera shot: In this advert you can see that they have many camera shot for example close up, wide shot, bird eye view, low range shot, mid shot etc. The reason why the walker advert have done all these camera shot is because they want the viewers to see as this advert is special because they are making it good.
Sound: The sound in the advert is quite catchy as it is like a calm tune that matches with the advert. Also the music in the background lowers down as there is a voice over but even when the music is low it still matches with the adverts.
The target audience for this walkers crisp advert is for everyone like teenagers, adults, pensioners and kids. This advert is trying to persuade the audience by telling the audience that you can make you own flavour for the new walker crisp, so it is like they are trying to take credit for the audience work by persuading the audience to make a new flavour so they can sell it and have a successful product.
Sound: The sound in the advert is quite catchy as it is like a calm tune that matches with the advert. Also the music in the background lowers down as there is a voice over but even when the music is low it still matches with the adverts.
The target audience for this walkers crisp advert is for everyone like teenagers, adults, pensioners and kids. This advert is trying to persuade the audience by telling the audience that you can make you own flavour for the new walker crisp, so it is like they are trying to take credit for the audience work by persuading the audience to make a new flavour so they can sell it and have a successful product.
http://www.youtube.com/watch?v=202Xm4NudkY
The reason why all of these ads uses the same structure, the techniques is because all of these advert wants to be the most popular brand in the world and no one to forget it. They also want their product to be the best and nothing can match it so that is why they have all these special effect, camera shot , popular and catchy sound, having celebrity in the ads because they want all their fan in different genre to buy their product. They uses camera shot because all of these ads want to show the best side of their product, They uses popular song because so it can be updated in the product they sell and it can also be catchy that can never get out of their brain, the reason why some of the advert are edited and have special effect is because they want their advert to be funny and to be cool with all the special effect. That is why they have added the same structure and techniques because they want their product to be well known.
The reason why people like some of the advert is because these advert are trying to be special as they use all the latest and catchy music so you the viewers can remember the song in your head. Also lots of adverts have different camera shot so they can make the product look good in every direction so the audience can look at it from back to front and they can see that it will still look good in any direction. The reason why people watch advert and then decides to buy it is because when they have to look at the advert to see what so special about it like if there is a celebrity in the advert, what does the product do, does the music matches in with the ad and it is catchy, what can you use it for etc. The audiences look at these thing and then they decides if they still want it or not that what makes them if they want to buy it or not.
Comparison
The comparison between the coke advert and the Lexus IS advert is that the coke advert is aimed at the younger people who like coke but it is for older people as well it is a popular drink as in the lexus IS advert that is aimed at car people and I would say the late teens because they like to have fast car and just to put the loud music on so they can relax and they can chill. As you can see the coke advert you can tell that the form is animated as there are 3d cartoon bears in the advert as in the lexis is advert you can tell that the form for the advert is like a documentary type that it tells and shows the info of the car but with no words in the advert. For the coca-cola advert the style of the advert is a humorous type as there are 3D animated cartoon bears that wants a bottle of coke and one bear is sliding around to save the coke and that is funny for any age as it is quite funny but the style of the car advert is surreal as it is strange in the advert that there is a ballerina in the advert dancing that does not make any sense for the viewer and it is different. Finely the technique they have for the coke advert is overt as you can see the main focus of the product for the whole of the advert as the lexus advert the technique they have use is is quite hidden and overt as you can see see the car and not. The reason why all these advert uses the same structure like the same camera shot is because they all want their advert to be the best and to beat all the other brands thats why these ads are like the same. Some advert are different as they dont have the same structure or have the same technique some of the adverts just want to be plain and simple but 90% of the advert have got the same structure and technique because they want the viewer to buy the product again and again because some of the product are good some are pointless and that whats makes the advert exciting or not .
Evaluation
All of the techniques in advertising are effective in some different ways, The structure of the advert is where most will start. A narrative is very similar to a documentary advert, it is simply a story which involves or doesn't involve what the advert is all about. The structure is very successful with the football boots advert, The advert I have chosen are different to one another using different techniques, characterstics and styles, In my opinion they were all successful in the advertising business as they all have different techniques to make product good. Most of these advert I have chosen have used these techniques simply to be different to others or to compete with other companies. Companies like to be different when they are advertising their product to make the audience/viewer watch something different, something they will talk about for a very long time.
Bilal
ReplyDelete• Can you pull out specific examples of technical codes (camera, sound, editing etc) from each advert and explain how this bit persuades the demographic and psychographic of the target audience to buy the product.
• Your analysis of the adverts needs to be in more detail, explaining why you think they have used these techniques, structures and characteristics. Make sure you can prove each of these things with specific technical codes.
• Can you make sure in your comparison paragraph you begin to explain why you think these adverts have used these structures, techniques and characteristics in similar or different ways.