30.1.6

Task 6

1. The Advertising standards authority regulates the TV advertising in the uk. They apply the codes made by the committees  of Advertising practise. It is an independent regulator of all advertising in all ranges of media and one of them being Television. If they judge an ad to be in breach in the advertising codes, it must be withdrawn or amended. It is funded by the advertising space and not the tax payer. The advertising codes are written by two industry committees, the advertising practice and the broadcast committee of  advertising practise. 

2. There are 10 stages to making a complaint. First you have to check whether the complaint is covered by the ASA. If it is then you can make a complaint via text, phone call, online or write to them.  You are then given a contact who will deal with the problem and a reference to this case. The names of the people who complain are kept confidential unless the complainer is asking to put on the list. They promise they will resolve with the complaint quickly and in some cases an advert can receive thousands of complaints. However ASA will analyse the complaints and find if they are actually suitable to be submitted, also the advert could be changed for a minor mistake, so a complaint about that would not be submitted. Next the advertiser is contacted to give a reason for the advertisement and justification as to how they think the advert is appropriate. Next ASA decide if the advertising codes have been breached by analysing all the information and facts, this then leads to findings being published to media (which happens every Wednesday). Finally the advert that broke the advertising codes must be required to change or modify there advert, if not more actions will have to be taken.


3. The advert begins with a man in work but suddenly a crane attaches to his mouth. This is shown to look pretty violent as you can see the hook through his mouth. Then he is dragged across the floor at an extremely fast pace. While the man yells in pain as he does not know what is going on. The people around him in the office do not notice to suggest it is all in his head. He finally stops then takes out a cigarette to smoke which slows down the advert. This is to represent the type of craving a cigarette.


4. On one hand this advert should be banned as it is an extremely frightening advert as you suddenly feel the shock of the hook connected through his mouth and pulled at a frantic rate. This definitely goes against the conventions of a TV advert as usually the audience may expect a joke but this goes completely the other way. The main reason the advert would be banned is because of the pulling by the hook on the mouth which can even make the audience feel painful. Also the advert was played to where children could have seen it and this will cause real horror to them compared to adults and they may not even know it is actually an advert. This is why now there is a cut off time of 9pm where different types of adverts are played than during the day.


5.On the other hand this advert is important to targeting smokers and this will shock them more than any other TV advert about smoking. This is what the aim of a smoking advert is. Also if the advert was played in the evening it would not have been as controversial. Another point is to represent the true power of the smoking addiction shown by the imagery of the fish hook pulling. So this advert is actually facing the truth and just explaining the causes will not be as powerful as the audience members already know the causes and will not listen but if is this is played the audience will listen more and may no longer feel comfortable smoking is addiction is like the fish hook.


6. The main complaints for the advert were for the children as it seen as "harmful" for them. There were also poster adverts which had not near as many for the TV advert as many more children would have been watching the television. The adverts actually caused "fear" and "distress" in children, this would be specifically the hook on the mouth which was the main cause of offense. This advert overall breached the advertising codes which was the main reason why it was banned.




7. I agree with both points of the argument, but however I look at the main purpose of the advert which was to stop smokers smoking and no advert before would have had nearly as much affect on the audience until now. Also this may even persuade children to not smoke as they will imagine the hook and relate that to smoking so will more likely say no if persuaded by peers to smoke. Another point is that the advert was aimed to adults in the first place so the advert should have only been played at late times so children no not see it. Because in the advertising codes it breaches, causing offense to children and that is it so if it is only available to adults it does go against the rules of ASA  and can be shown.




8.
To summarise the adverts is important to stop smoking and adverts like this should be shown, such as drink driving which is in the similar demographic. Next the advert would have not been controversial if it was available for children and would have never breached the advertising codes. If it does not it can not be banned officially, also this type of advert should be shown to children as they need to be persuaded not to smoke as they can start from a young age. I do agree this advert is harmful to children so it should be amended to children.
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Mcdonald's presentation

30.1.3

TASK 3


The first advert is for Sr Gibbs toothpaste which is the first ever television advert which premiered on the 22nd September 1955. It begins with a shot of the toothpaste which is in ice, while there is slow music and narration in the background. The quote "tingling fresh" is repeated throughout which is an adjective and a persuasive technique.  it then cuts to a young attractive women who would sell the advert as having the toothpaste would make you look like the actress. It then cuts to a chart showing how gum infection is more fatal than tooth decay which relates back to the product which is aimed at gum disease. It explains it in more detail, this would be using the persuasive technique of fact, which the audience will believe. It also has the explanation by narration so the audience can understand the images on screen. It then repeats what he said at the beginning about "tingling fresh". This is so the audience is reminded which is effective so they will remember the quote and the brand. The final shot is of the toothpaste so the audience know what the product will look like in the shops.






The second advert is from August 2015 which is also a toothpaste advert by Colgate. The advert begins with a close up of the women who is shown to have bright white teeth. Also the background colour of white is used to elevate this. It then has narration saying "she's got it, have you. This is effective because it will make the audience feel left out if they do not have the product. Next it shows another women get the toothpaste and repeat the same line. This is a persuasive technique of repetition, so the audience remember the advert. It has a wide shot of the toothpaste so the audience know what the product looks like. The next shot is a tooth being whitened, this is because in todays current trend, having white teeth is more important than ever. The advert appeals to women more than men by having the women walk done a fashion isle. This is so the audience perceives that using the toothpaste will make you more beautiful.








There are both similarities and differences in these adverts which are 60 years apart. For example a similarity is that the beginning of the advert is mainly white as that is what they want the teeth to look like if they buy the toothpaste. If the background was black the audience would be put off as that would resemble black teeth which is perceived as bad. A difference is the type of music use as in the original, the music was slow and gentle, while the new one was more upbeat. This would be because audiences now would be bored by slow music and the new music would be a way to keep the audiences' attention. Another similarity is having a shot of the toothpaste, this is vital for almost every advert as the audience want to know what they are buying, as no image will make it more difficult to find the product. Another difference is the rhetorical question "she's got it, have you?", this is more effective in drawing in the consumer as the original is just stating fact and today's audience have more knowledge on toothpaste so instead they advertise the product as a fashion item. This would be relevant because the new advert is aimed at women and they most likely into fashion. which is why a women voices the advert compared to the men in the 1955 advert.

30.1.5

Advert 1

Barclays advert: https://www.youtube.com/watch?v=1WIRcXIO5ik

The advert is for Barclaycard, which has a new feature to allow the consumer to just have to touch it on a card machine rather than having to type in the pin each time. The advert is very memorable as it makes the audience attracted to the advert as it has a man on a slide which is not what you usually see in everyday life. These are the demographics that this advert would have been aimed at.

Age: Adults 18-55

Gender: Men and women

Consumer group: A, B, C

The reason I chose this demographic is because of the product itself which would be more likely used by people in the middle to higher classes. This would be because they have the money to keep up with the latest products. Also both men and women would use it as this is not separated by gender. The advert is very effective to persuade the audience to acquire the Barclaycard as it has a man who has just woke up and falls into a slide. This would be what a lot of people would want to do every day. So this would instantly appeal to them. Also this in their mind-set which would mean if they get a Barclaycard their life would be like that. This advert also has a second one which follows the same character who finishes work. This would immediately have a set target audience as people in that line of work would more likely purchase the product. This advert was also more popular than the Barclaycard advert itself so it can create more buzz.  For mise en scene the setting is in the city which is where the barclaycard would be used in. Also for NVC (non verbal communication) the man is very relaxed and happy which is a contrast to the usual stressed feeling you feel in the morning but for him it is the opposite.

Advert 2

Cadburys Advert https://www.youtube.com/watch?v=_2jmOJ9ag5M

The advert begins with a man at work in his office. This is a persuasive technique of using the anecdote which helps the audience relate to the character on the screen. He then takes out the Dairy milk bar, which leads to him having a reaction of starting to hear music and dancing while rolling on a chair. This would want the audience to do the same. Clothing is another key part of the advert as there are seven people dressed up in the colour coding of their specific chocolate bar. This helps the audience have an identification with the different types of chocolate and this will help them remember. The then have the seven people travel through the office on wheeler chairs. This would help get the audience’s attention because this is not what you would usually see. Also it would feel fun to do. They then cut to the other people working and you feel left out if you don’t have the Cadbury.  The setting looks professional so and everyone is dressed smart to challenge conventions of normal office adverts. It then shows the different types of chocolate at the end of the advert which help chow the consumer what the product would look like in the shops. The audience demographic is all ages from B to E. This is because chocolate is a universal product. The higher class would purchase higher priced chocolate, so this advert would no appeal to them. For this case the advert is aimed for office workers and aiming them to have the chocolate in the office. The psychographic for this advert is the reformer as it has the seven people going against the rules of the office. This would help them remember the advert and then the chocolate.

Advert 3

EDF Energy Advert https://www.youtube.com/watch?v=lDCDfwXV9Rg

The advert begins with a close up of Zingy which is featured on all the current EDF adverts. This is clever because it is now an identifiable icon for the brand. It then shows the setting of where Zingy is which is in a cold machine. It has a shot from the front and then zooms out to show here he actually is. The NVC is the most important part of gaining the audience’s attention as it has the zing dancing which is amusing and memorable for them. This is the key feature in every EDF Energy advert and now you even purchase Zingy online. Next is a scene of the app which will let the audience know that you can also use an app. This helps promote both the blue price promise and the app in one advert. The audience demographic for this advert is for adults in the categories BCD. This is because the higher class would not need to worry about paying energy bills. But especially C and D they will want to save as much money as possible.  So this advert spoke in more advanced terms however this advert can also be aimed to kids because of Zingy which is now a product which is their demographic. However it is still aimed more to adults because EDF is still the main company.  Also near the end it has a checklist to say how EDF will help the audience and then a image of the logo and a link to website. This is another important part of the advert because that is where the consumers would go next if they want to use the product. The psychographic would be the struggler as the people would want to aspire to save money on energy bills.  The advert aims this as it shows how they would save the money.

Advert 4 

Snickers advert https://www.youtube.com/watch?v=qIVDxL2lgN4

The advert is for the Snickers chocolate bar. It begins as a typical Kun Fu/Karate movie, but then grabs the audience’s attention with a close up of Mr Bean which would get them confused. This is clever advertising because this is not what you would usually expect. Also Mr Bean is a recognisable face to audiences and would sell the advert. The location is also in an Asian location and the other cast members are also dressed in appropriate clothing compared to Mr Bean. They also create humour for the audience which is a characteristic of most adverts is when Bean has the snickers and turns out to be just the Kun Fu/Karate man. So it makes the audience feel as if they have the snickers they will feel “better”.  The Non-verbal communication also sells the snickers as once the man has the snickers he realises where he is. The audience demographic is for most of the united kingdom as the adverts was shown before X factor which has audiences from all demographics. However snickers is more targeted to men and the advert, all the cast members are men. The advert also has a genre which is also aimed more to men. There is also the tagline “Get some nuts” which is repeated in every advert. Also “you’re not you when you’re hungry” which is used in all the adverts so the audience can remember the brand name. Snickers also always had adverts related to men such as one was for football and another with Mr T. The psychographic is the succeeder as it shows the snickers bar can help you succeed by eating the bar and will improve your day.

30.1.2

Persuasive techniques

The Anecdote	https://www.youtube.com/watch?v=DAYLh09JxJE Direct line advert used to show example how the man can save 25% on his car insurance and if you use that same product it will be the same for you. They even give the man a name bill, to make the audience relate to him. It also has narration to explain what happens to him
Adjectives	https://www.youtube.com/watch?v=tJzQvjd2L-o McDonalds describe the making of the burger which is clever advertisement as it makes the audience hungry. Also it states “Smokey flavor” and it shows a close up of the burger this will give the audience want to have the Smokey flavor.  The visuals work with the dialogue to make the audience drool and influence them.
Repetition	https://www.youtube.com/watch?v=zssyx4lZkNY Sports direct use the same catchphrase in all their adverts which is “Sports direct.com Uk’s number one.” This is so the brand is remembered also the background music is repeated when a discount is shown. This helps the customers repeat it in their head so will be persuaded to buy it.
Statistics	https://www.youtube.com/watch?v=SonTJq6HpQY this shows that a certain percentage of audience’s recommend the product which is the most effective use of advertising because audiences will more likely get the toothpaste if other people are also recommending it.
Fact	https://www.youtube.com/watch?v=F8Wy-4YR340 This uses a blend of the fear factor and facts to drum into the audience as it has the dialogue after the accident happens to give the audience an idea as to how it happened. This also goes against the conventions of a normal advert as it does not have the usual surreal environment of a tv advert. It also has a great use of sound effects as their is no music in the background which will get the audience to stop what they are doing, this is while a picture of the victim is shown.

30.1.1

TV Advertisement

TV advertisement: When a company or brand uses a media product to promote and sell the product to consumers. The main target of an advert is persuade the audience to purchase their item. They will also follow a set of conventions as have been proved to be effective to work.

Characteristics of an advert:

. Persuasive techniques

. Having a target audience

. Relatable characters in situations

. Audience appropriate humour

. Relating to a target audience