Wednesday, 15 July 2015
Thursday, 9 July 2015
Evaluation of Final TV Advertisement
Is your advert fit for purpose?
The brief was to create a 30 second advertisement for a chocolate bar that had to be re-branded. Our advertisement was successful and met the brief because we made it 30 seconds long, used the appropriate conventions and I believe our advert is going to be successful because it can relate to the public. I think re-branding our advert is going to attract more and newer customers because it's different compared to competing products, it has different qualities than competing products and our advert isn't the typical cliched production- it is simple, something that everyone can relate to and that's what makes it stand out and eye catching.
Clarity of communication
When planning our pitch, me and Kaval agreed to have as little writing and more images and figures so we could speak up and project our product more clearly and confidently. We planned our main idea but also had our second which linked into the initial main one. Our main idea in the pitch was laid out with pictures to represent each scene, the reason we did it like this was to make it easier to talk about and also to make it a lot simpler to imagine and understand and we also presented primary research which made the idea a lot stronger. Our pitch was presented to our media teachers. After our pitch was complete, they congratulated us on a good pitch and then gave us feedback. The feedback given was on how we could improve our ideas, and the different things we could add or even change in our initial idea to make it reach beyond the expectations. I think with their opinion it made our current idea a lot stronger and better to use in our advertisement. Our idea was conveyed effectively, when presenting our ideas; we made sure that we kept referring back to our market research and we also gave one another the same and equal time to speak without making it look sloppy. By doing this, we allowed ourselves to get a better understanding of the product itself and helped us actually pitch the idea easily from making little mistakes.
Appropriateness to audience compared with original intentions
The previous adverts were launched in 1960 and 1984, we noticed that their target audience would be more of a mature and adult audience but for both genders based on their key characters. From our primary market audience we saw that not many people knew about Turkish Delight from its desolation of broadcasting and advertising, meaning that it gave us the upper hand in some ways as we had the power to attract new customers and also the old ones who used to purchase it. To make sure we aimed at our target audience, we chose Jess our 30 year old female. We chose her because she is a naturally bubbly and lively person with a great personality which allowed us to work better with her. We got her to wear her everyday normal clothes that she would wear on an evening to watch TV, this is because we wanted to aim our advert at everyone and make it realistic and eye-catching. We also chose a homely environment; this was to make sure that we did not involve any hierarchy that could of offended anyone.
Effectiveness of techniques
There was some issues when it came to editing where our actress didn’t want to speak in the advert so we had to work around that, using Kaval as the voice-over instead using what she was scripted to say. Kaval and I made sure the editing was kept simple because I wanted it to look professional but nothing childish and amateur, as my target audience were adults, we wanted to make it look simple but very professional and relatable to our target audience. We used a jingle as our song, to make the advert seem jolly but very relaxed, almost like representing the mood of our key character. The graphics we used were simple but we used them to represent the dialogue of our actress and we wanted something that would be eye catching, so using them graphics keeps the viewer interested in what Jess is saying.
Effectiveness of content
We made our advert very simple and relatable to our audience. In our advert, there is a woman flicking through magazines, looking very bored. She reaches under the cushion and finds the chocolate bar in which she takes a bite out of and thinks “Now that’s a delight”, allowing the audience to assume the chocolate bar has changed her mood and made her day delightful. I think that between 0:00-0:14 of my advert, the scene can relate to the audience because we’ve all had that hungry feeling when we’re bored and have nothing to do so when we find something to eat, we get a nice content feeling along with it. Also I believe that we can attract new customers with our chocolate from the finishing scene at 0:26 where it says ‘Now with 92% less fat’ due to the fact that most women and men are now conscience about weight and want to stick to eating less fatty foods and more healthier options, so this chocolate bar can be a healthy treat for our audience. Overall, I think we succeeded by making it 30 seconds long, we carried out all the appropriate research for our chocolate bar and we also transformed the advert in hoping to attract newer and younger customers to the chocolate bar.
Effectiveness of conventions
In our advert we used a variety of different conventions, including: music, graphics, a key character and pack shot. We chose these conventions because we thought it would work well for our 30 second advert, it would also look professional because most adverts on television have the same conventions and also because without the conventions put together, the advert would be bland and boring with no story or message. Myself and Kaval wanted the advert to attract new customers as well as the old ones so we used a young woman as a key character to represent what type of audience we wanted to interest, we also used soft music and colours to make the advert look relaxed and chilled because that is how we were trying to portray the chocolate bar to the public and how it would make the consumer feel during and after they ate it.
Impact of Work
I believe that our advert does have a positive message because it’s different from other competing advertisements for chocolate bars. Our advert promotes its qualities by showing and encouraging how it can make you feel after consumption- very delightful and relaxed, it’s simple and realistic than other chocolate advert where they are over the top and improbable and our advert also promotes how it has 92% less fat in a bar meaning we can attract people that are health addicts or a conscience about their weight. I know our advert will attract newer customers as well as the old ones because we have used a simplistic setting with a young character, our research showed us that some people didn’t even know what a Turkish delight was so by representing and re-branding it, I believe we can attract buyers to try it for their self and see how it makes them feel, for example in 0:00- 0:07 the woman is looking very bored flicking through magazines trying to pass time- everyone can relate to that meaning it would attract the public to make them watch what happens. Also at the end of the advert we see the chocolate bar appear with the slogan, that can recreate the memory where the old customers saw it advertise for the first time, so -feeling nostalgic- they might want to take a trip down memory lane and buy the chocolate bar.
Technical Qualities
The filming and editing process was quite simple, as there were only 2 main scenes in our advert, the only thing we was editing together was the music and graphics to finalize the whole advertisement together. In saying that, there was issues with filming; because I have a part time job, I was working a lot in the days we needed to film so I was unable to film everything with Kaval. We was in constant contact with each other and kept one another updated on how everything was going. We decided that I would film any scenes that needed to be re shot but luckily there wasn't. Editing was simple but it took a long time as we wanted the advert to look great, we got a few tips of one of our class mates on how to make it look professional and not tacky, so by following him and using the conventions that we did, I am very pleased with our advertisement.
Aesthetic Qualities
The brief was to create a 30 second advertisement for a chocolate bar that had to be re-branded. Our advertisement was successful and met the brief because we made it 30 seconds long, used the appropriate conventions and I believe our advert is going to be successful because it can relate to the public. I think re-branding our advert is going to attract more and newer customers because it's different compared to competing products, it has different qualities than competing products and our advert isn't the typical cliched production- it is simple, something that everyone can relate to and that's what makes it stand out and eye catching.
Clarity of communication
When planning our pitch, me and Kaval agreed to have as little writing and more images and figures so we could speak up and project our product more clearly and confidently. We planned our main idea but also had our second which linked into the initial main one. Our main idea in the pitch was laid out with pictures to represent each scene, the reason we did it like this was to make it easier to talk about and also to make it a lot simpler to imagine and understand and we also presented primary research which made the idea a lot stronger. Our pitch was presented to our media teachers. After our pitch was complete, they congratulated us on a good pitch and then gave us feedback. The feedback given was on how we could improve our ideas, and the different things we could add or even change in our initial idea to make it reach beyond the expectations. I think with their opinion it made our current idea a lot stronger and better to use in our advertisement. Our idea was conveyed effectively, when presenting our ideas; we made sure that we kept referring back to our market research and we also gave one another the same and equal time to speak without making it look sloppy. By doing this, we allowed ourselves to get a better understanding of the product itself and helped us actually pitch the idea easily from making little mistakes.
Appropriateness to audience compared with original intentions
The previous adverts were launched in 1960 and 1984, we noticed that their target audience would be more of a mature and adult audience but for both genders based on their key characters. From our primary market audience we saw that not many people knew about Turkish Delight from its desolation of broadcasting and advertising, meaning that it gave us the upper hand in some ways as we had the power to attract new customers and also the old ones who used to purchase it. To make sure we aimed at our target audience, we chose Jess our 30 year old female. We chose her because she is a naturally bubbly and lively person with a great personality which allowed us to work better with her. We got her to wear her everyday normal clothes that she would wear on an evening to watch TV, this is because we wanted to aim our advert at everyone and make it realistic and eye-catching. We also chose a homely environment; this was to make sure that we did not involve any hierarchy that could of offended anyone.
Effectiveness of techniques
There was some issues when it came to editing where our actress didn’t want to speak in the advert so we had to work around that, using Kaval as the voice-over instead using what she was scripted to say. Kaval and I made sure the editing was kept simple because I wanted it to look professional but nothing childish and amateur, as my target audience were adults, we wanted to make it look simple but very professional and relatable to our target audience. We used a jingle as our song, to make the advert seem jolly but very relaxed, almost like representing the mood of our key character. The graphics we used were simple but we used them to represent the dialogue of our actress and we wanted something that would be eye catching, so using them graphics keeps the viewer interested in what Jess is saying.
Effectiveness of content
We made our advert very simple and relatable to our audience. In our advert, there is a woman flicking through magazines, looking very bored. She reaches under the cushion and finds the chocolate bar in which she takes a bite out of and thinks “Now that’s a delight”, allowing the audience to assume the chocolate bar has changed her mood and made her day delightful. I think that between 0:00-0:14 of my advert, the scene can relate to the audience because we’ve all had that hungry feeling when we’re bored and have nothing to do so when we find something to eat, we get a nice content feeling along with it. Also I believe that we can attract new customers with our chocolate from the finishing scene at 0:26 where it says ‘Now with 92% less fat’ due to the fact that most women and men are now conscience about weight and want to stick to eating less fatty foods and more healthier options, so this chocolate bar can be a healthy treat for our audience. Overall, I think we succeeded by making it 30 seconds long, we carried out all the appropriate research for our chocolate bar and we also transformed the advert in hoping to attract newer and younger customers to the chocolate bar.
Effectiveness of conventions
In our advert we used a variety of different conventions, including: music, graphics, a key character and pack shot. We chose these conventions because we thought it would work well for our 30 second advert, it would also look professional because most adverts on television have the same conventions and also because without the conventions put together, the advert would be bland and boring with no story or message. Myself and Kaval wanted the advert to attract new customers as well as the old ones so we used a young woman as a key character to represent what type of audience we wanted to interest, we also used soft music and colours to make the advert look relaxed and chilled because that is how we were trying to portray the chocolate bar to the public and how it would make the consumer feel during and after they ate it.
Impact of Work
I believe that our advert does have a positive message because it’s different from other competing advertisements for chocolate bars. Our advert promotes its qualities by showing and encouraging how it can make you feel after consumption- very delightful and relaxed, it’s simple and realistic than other chocolate advert where they are over the top and improbable and our advert also promotes how it has 92% less fat in a bar meaning we can attract people that are health addicts or a conscience about their weight. I know our advert will attract newer customers as well as the old ones because we have used a simplistic setting with a young character, our research showed us that some people didn’t even know what a Turkish delight was so by representing and re-branding it, I believe we can attract buyers to try it for their self and see how it makes them feel, for example in 0:00- 0:07 the woman is looking very bored flicking through magazines trying to pass time- everyone can relate to that meaning it would attract the public to make them watch what happens. Also at the end of the advert we see the chocolate bar appear with the slogan, that can recreate the memory where the old customers saw it advertise for the first time, so -feeling nostalgic- they might want to take a trip down memory lane and buy the chocolate bar.
Technical Qualities
The filming and editing process was quite simple, as there were only 2 main scenes in our advert, the only thing we was editing together was the music and graphics to finalize the whole advertisement together. In saying that, there was issues with filming; because I have a part time job, I was working a lot in the days we needed to film so I was unable to film everything with Kaval. We was in constant contact with each other and kept one another updated on how everything was going. We decided that I would film any scenes that needed to be re shot but luckily there wasn't. Editing was simple but it took a long time as we wanted the advert to look great, we got a few tips of one of our class mates on how to make it look professional and not tacky, so by following him and using the conventions that we did, I am very pleased with our advertisement.
Aesthetic Qualities
The advert itself was set in a living room with a young woman in her early thirties, she was flicking through a magazine looking quite dull or bored with the day then finds a chocolate bar and eats it. I thought the advert looked great after we got the idea inspired from the previous Galaxy advert where the woman is also flicking through a magazine, clearly gets the craving for chocolate, goes the fridge to find out her friends have eaten it but finds a spare one in a box under her sofa. We changed it because we didn't want to copy it and make it look unoriginal so we put the chocolate bar under cushion for our actress to find. Me and Kaval wanted to make our advert be relate to our audience and not be the typical, cliched advert where they're on paradise island so we set it where the majority of the public spend their time when they have nothing to do. The key characters clothing was quite casual and "loungey" to blend in with the location and worked well with our idea, the setting was exactly how we wanted it, to be genuine and relatable for our audience and I believe all of these factors mixed very well with one another in order to create the advertisement we had planned.
Wednesday, 1 July 2015
Thursday, 25 June 2015
Production Log Week 4
What progress did you make since your previous entry?
Since last week, we have completed filming and are starting to editted all the scenes together. Me and Kaval came to decide on a suitable tune for our advert and even though I had doubts on it, it worked with the advert very well because it merged with the chilled out sort of atmosphere we wanted to have for the advert.
There was issues with both of our commitment and punctuality when filming. I wasn't there for most of the filming due to the fact I couldn't get time of work and had to plan with Kaval when we were both free to film, in the end, we decided that because Kaval had the equipment and the actors numbers, he would arrange to film with them due to my unavailability but I would film in case we had to re shoot any scenes.
As far I was concerned there was no technical problems that we faced. There may have been a minor problem with editing due to the fact that there was too many graphics for 2 scenes in our advert so I believe got help from a fellow class mate who helped us with tips to make it look more professional and neat.
What logistical challenges did you face and how did you overcome them?
There was issues with both of our commitment and punctuality when filming. I wasn't there for most of the filming due to the fact I couldn't get time of work and had to plan with Kaval when we were both free to film, in the end, we decided that because Kaval had the equipment and the actors numbers, he would arrange to film with them due to my unavailability but I would film in case we had to re shoot any scenes.
What technical challenges did you face and how did you overcome them?
As far I was concerned there was no technical problems that we faced. There may have been a minor problem with editing due to the fact that there was too many graphics for 2 scenes in our advert so I believe got help from a fellow class mate who helped us with tips to make it look more professional and neat.Sunday, 31 May 2015
Pitch Reflection
Carrying out and applying audience and product research
I think me and Kaval got some good research regarding our Turkish bar as we were able to break the whole bar down into the ingredients it contained and how healthy it was for the consumer. We also got the ethos of the two brands Turkish Delight and Cadbury, which we would later compare in on presentation.
Presentation of the research
When I came to presenting our research, I believe me and Kaval did the best we could in terms of breaking down the chocolate bar and its competitors and comparing the nutritional values between all bars. We showed our market research and did a lot of comparisons to show how our chocolate bar is different and better than any others in the market.
Presenting your idea
Looking back on our presentation, I would say me and Laval were good presenters. We explained everything is as much detail as possible and didn't go topic or waffle on about different points in our slides. There was some minor errors I made whilst presenting the idea, either I would get lost or forget what I was saying so Kaval would jump in to help me (7:51) & (15:14). After watching the pitch on YouTube, I thought I could of looked more towards the persons I was pitching too rather than looking at the board and Kaval a lot.
Feedback about your idea
After pitching our idea, we got feedback regarding our advert itself and how we would film it and aim it too. In terms of how well did I answer or respond to the question asked, I personally thought me and Kaval answered them quite well because we knew what we was talking about and always had an idea of how it could be improved. In the end, we changed our idea slightly to what Sir suggested -with the husband asleep on the couch- because it worked a lot better and made more sense.
Action points to develop in the pre-production
After the feedback we received, me and Kaval rethought our target audience and advert and changed it to attract a slightly younger target audience as well as our original target audience so our product could be re-introduced. We also chose to rewrite our advert scenario to what Mr Phillipson suggested because it seemed more realistic and made more sense.
I think me and Kaval got some good research regarding our Turkish bar as we were able to break the whole bar down into the ingredients it contained and how healthy it was for the consumer. We also got the ethos of the two brands Turkish Delight and Cadbury, which we would later compare in on presentation.
Presentation of the research
When I came to presenting our research, I believe me and Kaval did the best we could in terms of breaking down the chocolate bar and its competitors and comparing the nutritional values between all bars. We showed our market research and did a lot of comparisons to show how our chocolate bar is different and better than any others in the market.
Presenting your idea
Looking back on our presentation, I would say me and Laval were good presenters. We explained everything is as much detail as possible and didn't go topic or waffle on about different points in our slides. There was some minor errors I made whilst presenting the idea, either I would get lost or forget what I was saying so Kaval would jump in to help me (7:51) & (15:14). After watching the pitch on YouTube, I thought I could of looked more towards the persons I was pitching too rather than looking at the board and Kaval a lot.
Feedback about your idea
After pitching our idea, we got feedback regarding our advert itself and how we would film it and aim it too. In terms of how well did I answer or respond to the question asked, I personally thought me and Kaval answered them quite well because we knew what we was talking about and always had an idea of how it could be improved. In the end, we changed our idea slightly to what Sir suggested -with the husband asleep on the couch- because it worked a lot better and made more sense.
Action points to develop in the pre-production
After the feedback we received, me and Kaval rethought our target audience and advert and changed it to attract a slightly younger target audience as well as our original target audience so our product could be re-introduced. We also chose to rewrite our advert scenario to what Mr Phillipson suggested because it seemed more realistic and made more sense.
Thursday, 21 May 2015
Production Log Week 3
What progress did you make since your previous entry?
Since last week we have made great progress; I finished the storyboard and Kaval found two suitable tunes for our advert, all we had to do was decide what one to use. After I uploaded and embedded the storyboard to my blog, we was ready to get everything looked over by sir so he could grant us to film for next week.
What logistical challenges did you face and how did you overcome them?
What technical challenges did you face and how did you overcome them?
There was hardly any technical problems for us to have because we didn't have any equipment to use or film with. I would say that the only technical problem we had was that we didn't have the camera meaning we would be wasting time to film and get the work done on time.
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| not our storyboard |
What logistical challenges did you face and how did you overcome them?
We had problems in visualizing how our advert would look, we wanted it to look realistic and professionally but time was against us with finding a suitable setting, actors and equipment to make our advert how we wanted it. With help from our teachers, we both came to a conclusion to use a green-screen because it would be easier and cheaper to use than finding a real life setting over a balcony and hiring to use it for 3 hours. Kaval also found actors that we both thought were suitable to sue in our advertisement as the key characters.
What technical challenges did you face and how did you overcome them?
There was hardly any technical problems for us to have because we didn't have any equipment to use or film with. I would say that the only technical problem we had was that we didn't have the camera meaning we would be wasting time to film and get the work done on time.
What targets do you aim to achieve before your next entry?
By next week, we aim to decide on a song to use for the advert, to have all our work up to date on blogger and to start and complete filming and start editing our advertisement together.
By next week, we aim to decide on a song to use for the advert, to have all our work up to date on blogger and to start and complete filming and start editing our advertisement together.
Production Log Week 2
What progress did you make since your previous entry?
Since last week me and Kaval have completed all of our pre-production. We have also completed making our graphics for the advert, which we felt was an important factor in production- espeically for our style of advertisement.
What logistical challenges did you face and how did you overcome them?
We had issues in trying to get 2 scenes to fit together in our advert, we thought about scrapping one in order to same time and hassle but we realized it wouldn't make sense and would ruin the advert so Kaval thought about an edit transformation after filming which help to save time. This would make it look more professional and subtle.
Me and Kaval could not agree on a tune for advert, he wanted something relaxing and I wanted something with a beat. In the end we both decided to go for a tune that had a beat but was gentle and soft. Our next problem was that we had to find the song or tune that was copyright free so we didn't breach the copyright law. We looked on Google and found many songs that met our requirement so we should find one we like by next week.
What targets do you aim to achieve before your next entry?
By next week we aim to find a tune for our advert that we both agree on and to finish the storyboard so we can start filming.
What logistical challenges did you face and how did you overcome them?
We had issues in trying to get 2 scenes to fit together in our advert, we thought about scrapping one in order to same time and hassle but we realized it wouldn't make sense and would ruin the advert so Kaval thought about an edit transformation after filming which help to save time. This would make it look more professional and subtle.
What technical challenges did you face and how did you overcome them?
What targets do you aim to achieve before your next entry?
By next week we aim to find a tune for our advert that we both agree on and to finish the storyboard so we can start filming.
Production Log Week 1
What progress did you make since your previous entry?
At the moment, me and Kaval are doing our pre-production and brainstorming our idea of what to do for our advert, we are considering changing our current target audience aim to a younger group so we can attract new customers as well as reuniting it with its previous consumers.
The only logistical challenge we faced was trying to make our idea look realistic and believable compared to a typical cliched and stereotypical chocolate advert. We decided to scrap our paradise advert and make it more realistic with either a green screen of shooting something simple or filming on a balcony of an apartment or flat.
This week we did not face any technical problems because we were not given anything to film with.
What targets do you aim to achieve before your next entry?
At the moment, me and Kaval are doing our pre-production and brainstorming our idea of what to do for our advert, we are considering changing our current target audience aim to a younger group so we can attract new customers as well as reuniting it with its previous consumers.
What logistical challenges did you face and how did you overcome them?
The only logistical challenge we faced was trying to make our idea look realistic and believable compared to a typical cliched and stereotypical chocolate advert. We decided to scrap our paradise advert and make it more realistic with either a green screen of shooting something simple or filming on a balcony of an apartment or flat.
What technical challenges did you face and how did you overcome them?
This week we did not face any technical problems because we were not given anything to film with.
What targets do you aim to achieve before your next entry?
We hope to finish all pre-production and have a clear and solid idea of our advert so we can start filming to keep up to date with the deadline in June.
Thursday, 7 May 2015
Wednesday, 1 April 2015
Wednesday, 11 March 2015
Case Study of Existing Advertising Campaigns researching the role and impact of Advertising Standards Authority (ASA) and Ofcom
1) what is the background of the ASA?
It was established in 1962 by the Committee of Advertising Practice to supervise the working of the new self-regulatory system in the public interest. In 2008, the Control of Misleading Advertisements Regulations were repealed and replaced with the Consumer Protection from Unfair Trading Regulations and the Business Protection from Misleading Marketing Regulations, with this being said, the ASA’s role as the ‘established means’ remains unchanged.
2) what is the role of the ASA in the regulation of advertisements?
The Advertising Standards Authority is an independent organisation that is set up by the advertising industry to regulate UK adverts. Their our work acts on complaints and checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and marketing. The ASA is funded by a levy on advertising spend which is collected out of reach on behalf of the ASA by two bodies: the Advertising Standards Board of Finance and the Broadcast Advertising Standards Board of Finance.
3) what is a legal standing of the ASA in relation to Ofcom?
The role of the ASA is to make sure advertisers follow the Advertising Codes. If or when advertisers break the rules from their advertisement being malicious, offensive or anything breaking the Advertising Codes, the ASA has the authority to get the advert removed and stop it from appearing again. The requirements for an advert must be legal, honest, decent and truthful. Ofcom are still contracted out a day-to-day responsibility for regulating TV and radio ads to the ASA. You can complain to the ASA:
4) what are the procedures of the organisation?
It can take just one complaint for the ASA could launch an investigation where the result of which can be that an ad has to be removed. The ASA decides the fate of the advertisement based on the validity of the complaint and what codes are broken. The usual procedure would be to hold a formal investigation with the ASA Council to rule on the matter. They contact all parties involved; e.g the complainant, advertiser and the broadcaster and inform them of the process. They ask the advertiser and broadcaster to provide evidence for any claims they make and to provide justification about why they thought the ad was appropriate. They then overlook all evidence and facts to make a decision whether the rights of the Advertising Codes have been breached and make a final ruling every Wednesday.
5) 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?
It was established in 1962 by the Committee of Advertising Practice to supervise the working of the new self-regulatory system in the public interest. In 2008, the Control of Misleading Advertisements Regulations were repealed and replaced with the Consumer Protection from Unfair Trading Regulations and the Business Protection from Misleading Marketing Regulations, with this being said, the ASA’s role as the ‘established means’ remains unchanged.
2) what is the role of the ASA in the regulation of advertisements?
The Advertising Standards Authority is an independent organisation that is set up by the advertising industry to regulate UK adverts. Their our work acts on complaints and checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and marketing. The ASA is funded by a levy on advertising spend which is collected out of reach on behalf of the ASA by two bodies: the Advertising Standards Board of Finance and the Broadcast Advertising Standards Board of Finance.
3) what is a legal standing of the ASA in relation to Ofcom?
The role of the ASA is to make sure advertisers follow the Advertising Codes. If or when advertisers break the rules from their advertisement being malicious, offensive or anything breaking the Advertising Codes, the ASA has the authority to get the advert removed and stop it from appearing again. The requirements for an advert must be legal, honest, decent and truthful. Ofcom are still contracted out a day-to-day responsibility for regulating TV and radio ads to the ASA. You can complain to the ASA:
- if you think an advert you’ve seen or heard is dishonest or misleading
- if there’s something wrong with the marketing on a company’s website or their social network site
- about a special offer, competition or prize promotion that you think is unfair
- if you’ve asked a company to stop mailing you by post, fax, text message or email but they are still contacting you
- if a company is sending you adverts via text message when they haven’t got your permission to do this or who aren’t making their identity clear
- some problems with goods you’ve bought by distance sale, including by internet, mail order or phone.
4) what are the procedures of the organisation?
It can take just one complaint for the ASA could launch an investigation where the result of which can be that an ad has to be removed. The ASA decides the fate of the advertisement based on the validity of the complaint and what codes are broken. The usual procedure would be to hold a formal investigation with the ASA Council to rule on the matter. They contact all parties involved; e.g the complainant, advertiser and the broadcaster and inform them of the process. They ask the advertiser and broadcaster to provide evidence for any claims they make and to provide justification about why they thought the ad was appropriate. They then overlook all evidence and facts to make a decision whether the rights of the Advertising Codes have been breached and make a final ruling every Wednesday.
5) 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?
The key to advertising food and drink is that the brand promotes a nutritional and healthy product, especially when aiming a product at parents for young children. Promoting an item that isn't considered healthy or appropriate would be reported and banned as a whole. An example of a banned food advertisement would be the Morrison's burger advertisement. It was banned and removed by the ASA for promoting unhealthy food and misleading information. In the advert, we see the mother at 0.10- 0.18 preparing and presenting the burger to her daughter and in 0.19 we see her take out the salad and vegetables and eat the burger on its own. Eating fatty produce foods isn't healthy and can lead to things such as obesity, type 2 diabetes and an increase in the chances of high cholesterol.
This is a second example of a banned advertisement. It was a 2014 Red Bull advert which connected itself to the Titanic. At the start of the advert, we see a crew member watching a stock of red bull being transported on to the ship, at 0.05 the captain tells the crew member to get it off the ship and then at 0.12, the captain then says "Why on earth would you need wings on a ship?.. Stupidest thing I've ever heard". Baring in mind the Titanic sank in 1912, the advert is almost insinuating that if they had Red Bull on the ship, it wouldn't of sunk and could of flown away with it's wings saving the thousands of passengers that died. This would be highly offensive to the relatives of the passengers on board and the company itself.
I have used this KFC advert as another example of a banned advert. The ASA banned it from television because of the number of complaints it made due to bad table manners. Throughout the advert, we see women singing with their mouths full because the food is so delicious but the outcome was different to how the broadcasters intended because many parents and viewers complained about children copying the advert like it was a good example and also it was quite uncomfortable to watch. I would make sure I don't have anything like this in my documentary to avoid children following my actions or viewers being uncomfortable watching it.
My final example of a banned drinks advertisement would be the Lucozade Sport advert. In this advert, The television advert showed two groups of men, one drinking water and the other Lucozade Sport, running on treadmills while being monitored by technicians. A voice over then said: "At the limits of your ability, you need to replace the electrolytes you lose in sweat, keep your body hydrated, give your body fuel...Lucozade Sport gives you the electrolytes and carbohydrates you need, hydrating you, fuelling you better than water." The ASA said the ad was misleading because it didn't state that the benefits of the drink wouldn't affect the body until they underwent prolonged endurance exercise. With this being said, broadcastor's removed the advertisement as it was almost feeding the public information that water isn't an effective mineral drink.
When I make my advertisement, I will make sure I will respect and follow all the codes for food advertising to promote its healthy and nutritional value. I will also make sure that my advertisement will be honest and accurate to ensure my audience is fed the correct and suitable information.
Advertising Techniques and Associations - Line of Appeal
Overt
L'Oreal - Elnett Satin Hairspray
The first advertising technique I will discuss will be Overt. This type of technique I where the advert is very obvious and clear about what product they are selling. I have chosen this advert as my example for Overt advertising because from the start to end, the audience already know what Cheryl Cole is talking about due to the product being shown at 0.06 . At the start of the advert, Cheryl Cole is looking at the camera and says "Spray it, up-do it", this indicates that Cheryl Cole is talking about a form of hair treatment due to the word 'spray' and the word 'up-do', which is a common hairstyle. In 0.08, we see an extreme close up shot of a brush going through someone's hair with Cheryl Cole saying " Brush it in, brush it out." With this being said, the audience would now be well aware that the product Cheryl Cole is talking about is hairspray. We also know that this advert is targeted more to women because Cheryl Cole is giving them tips on how to do certain hairstyles and get the look like hers with the hairspray. This is different to other competing products and stands out because it is advertising and celebrating a 50 year anniversary for L'Oreal and you don't see many hairspray anniversaries on television, so it is different and stands out for the public and see how successful it has been over the years and why people should still buy it because it could do so many things to your hair as Cheryl Cole had just demonstrated.
Hidden
Lynx - Even angels will fall
Emotional Responses or association
Compassion
Budweiser- Lost Puppy
Solution to a problem
Snickers- You're not you when you're hungry
I have used this advert as an example of my 'solution to a problem' technique because the advert is giving us an example of a problem where the Snickers bar is the solution and can fix everything. The advert is clear on where it is set and what's happening due to long shot at the very start of the advert. We then we Joan Collins from 0.02-0.14 throwing a child-like tantrum about someone taking her deodorant. In 0.15, another man comes up to her saying " Dan eat a Snickers ..because you turn into a right diva when you're hungry." After Dan/Joan takes a bite of the bar, the man says "Better?" in a slightly patronising way. The scene then cuts back to Dan as a sweaty football player calmly saying "Better." As well as the slogan, this tells the audience that having a Snickers bar will solve what ever problem you are having, so you could say the company is describing their chocolate as a hero or peacemaker.
Hidden
Lynx - Even angels will fall
The second advertising technique I will talk about will be Hidden. This is where the product and the advertisement are completely separate so the advertisement will have nothing to do with the product or could seem quite confusing and could throw the audience off track. The advert I have chosen as an example for this would be the Lynx Angels Will Fall, I have used this advert because it is only at the end when we realise what the advert is all about and what it is advertising. start of the advert we see a young boy looking towards an alleyway and then we see something fall from the sky and crash land into a town square set in Italy everyone gathers around to see what just happened and to see what fell, as the crow passes with a glimpse of the woman and then a full shot without getting up with her wings on show, halo around her head and violins playing in the background. In 0.22, we see the angel look like dazed and confused about where she is and what she's doing, in 0.34 we see an establishing shot of the Italian city and faint blips of things falling from the sky presumably being angels falling from heaven and crashing into the streets. i personally get the impression that the location is Italy based on the music, the villages, the dress sense, the appearance of the people and with the fact that in 0.26 a man actually says "mama mia" which is an Italian phrase. In 0.57 the angels are walking very synchronized towards something and they all going in the same direction, we then we see a man going up to his motorbike and the angels all gather to surround him and breathe in. They then grab their halo rings and smash them onto the floor obviously indicating that they are not angels anymore. It isn't until 1.27 where we see the man spraying himself in a separate scene with a voice-over saying "New Lynx Excite. Even angels will fall." this is then followed by a crashing sound with a small feather coming from the rooftop. The hidden message in this advert was that if you spray yourself with this new Lynx spray, it will attract women from all over and even attract angels from heaven because of the seductive and amazing smell.
Emotional Responses or association
Compassion
Budweiser- Lost Puppy
The third advertising technique I will talk about would be emotional responses and associations. The first video I will analyse would be compassion because that is an emotional response I have used the 2015 Budweiser advertisement because it is one of my personal favorites and it is full of compassion and love. The Budweiser adverts are series adverts that are made every year in sponsor of the Superbowl. From 2014, the series have been spruced up a little and had a change from focusing on the Clydesdale horses and including a Labrador puppy. This year the advert was titled 'Lost Puppy', this instantly gives the audience an idea of what it will about. In 0.03 we are introduced to an adorable puppy living in a barn with the Clydesdale horses, their owner and trainer. There is also soft music playing in the background possibly representing the puppy's innocence and purity. The advert shows the journey the puppy goes through and how it affects the animals and the trainer which show how this little puppy has got so much love from both humans and other animals. At 0.11 we see the puppy jump into the back of a van and is unintentionally transported outside the farm and into a town. He then jumps out and try to find his way home, also as time goes by we see the trainer going out to the street handing out flyers, posting them on lamp posts and looking for the puppy which shows the sort of lost companionship and love he has for this dog. I believe -not just for myself but for the other people that have seen this advert- that from 0.31 on wards is the most touching scene in the advert because the puppy finds his way home. As he barks, declaring his return, he is then face to face with a wolf who had clearly been tracking the puppy for some time. 0.33 shows us the chilling scene where all the Clydesdale horses are kicking their stables in to escape and reach the pup. The best part of the advert for me, or the most compassionate scene, is where we see the close up shot of the horses galloping towards the puppy with the song in the background saying "i would walk 500 miles", scaring the wolf a away and then the amazing reunion of the puppy and owner at the end. This is a great example of compassion because it teaches the audience that compassion isn't just about humans, it's not just a human emotion- it's for all species and this is a very strong and powerful emotion to have.
Snickers- You're not you when you're hungry
Celebrity endorsement
Chanel No.5 - Marilyn Monroe
The fifth and final advertising technique would be celebrity endorsemenot, this is where a celebrity makes an appearance to describe the product as a whole. There are thousands of adverts of celebrity's being in adverts related to their lives or job. Common examples of celebrity endorsement would be David Beckham with football equipment and Kate Moss with make-up. My ultimate favourite would be the late Marilyn Monroe with Channel No.5. I have chosen this advert because Marilyn Monroe is one of the most iconic and unforgettable women in the world, this was an original 1930's interview about Marilyn Monroe and how she lived her life and one of her answers to a question was so memorable and innocent that it will go down in history. At 0.04, she's telling an interviewer on a recording that they asked me what i wear to bed, she said "Do you wear pajama top? The bottom of the pajama? A nightgown and I said Chanel No.5!" With preventing any controversy about her comment she said in 0.18, "I don't like to say nude, but it's the truth... it's the truth." With this being said and by Marilyn explaining herself also showed what sort of person she was and how she was and still very much is an inspiration to women and young girls.
Chanel No.5 - Marilyn Monroe
Friday, 13 February 2015
Characteristics of Advertising
Coke Zero - Unlock the 007 in you
Benefits Offered-
This advert shows the audience that you can become a man, become a hero or do anything after drinking Coke Zero. Coke Zero was originally made for men as Diet Coke was classed as a "woman's" drink so the company made a new brand to make it more masculine. The advert is based on James Bond which is based upon a male spy/hero, indicating whomever will be buying or drinking this could be inspired like the male in the advert. From 0.00-0.10, the male drinking the Coke Zero gave off the impression that he lacks confidence and comes across as shy. When he drinks the bottle of Coke Zero, he starts humming the bond tune and makes his move to "rescue" the girl- throughout the advert, he is then seen doing all kinds of stunts and "bond" actions and then is with the girl in a boat towards the end of the advert. This tells the audience that drinking Coke Zero can improve your confidence, make you do things you wouldn't usually do and bring out the hero in yourself.
Advantages over other similar products-
Compared the similar adverts that are competing with Coke Zero, this advert along with it's past ads are more or less telling the audience what it can do for you and how it can change you. The brand coke Zero isn't just selling itself because it has no sugar, it is also telling the audience how it can get you your dream girl and how it can make your life seem like a film. This advert is thinking outside the box and advertising not what's in the product and how it's good for you- like many others- it is telling you how it can affect and make your future life much better.
USP-
The best thing about the Unique Selling Point is that it's not focusing on the product, and focusing on the buyer. This drink has the power to make you a better person, it inspires the man in the advert to push the boundaries and live with the confidence and drive like 007, demonstrating the belief that there is a little Bond in all of us. Comparing the guy between 0.00- 0.10 and 0.50- 1.00, it shows him as a different and more self-assured person telling the male figures watching this that it could happen to them in very little time. Another unique selling point of this advert, in my opinion, is the fact the bond theme is hummed throughout the advert. The actors are singing it and acting out what they are doing which is telling the story allowing the audience to put together what is happening and give them an understanding of what they would be saying based on their actions and body language.
Lifestyle Appeal-
From this advert, I would say that the target audience would be for men aged between 18-30 because the individual in the advert that has the "007 brought out in him" is a male ages between the range I gave above. This advert would sell its product to the target audience because it is addressing the public that they can also be a hero. The advert gives off a slightly realistic scenario, everything from 0.00- 0.30 seems quite subtle and convincing- minus the boat jumping and motor bike stunts-. The tagline for the advert is "Get the girl of your dreams against all odds" also letting the audience know it's aimed at men.
Brand Identity-
The brand identity would be "confident", "fearless", "daring" and "motivating". All these adjective would be a perfect summary or tag line for this advert, e.g. Be fearless or Be daring, this is to emphasize how the drink can make you courageous and "manly". I think this advert is a great way of adverting it's manly range of Coke because it has a great story line and also relates it to one of the most masculine hero/action films made.
Walkers Crisps ft. Gordon Ramsey
Benefits Offered-
This advert was presenting the new Walker's range of flavoured of crisps that you would usually get in a restaurant. The new flavours were 'Roast Beef and Yorkshire Pudding', 'Lamb and Mint sauce and 'Baked Ham and Mustard'. These were the first meal based flavours that were advertised in 2004 making the company quite popular at the time. The benefits of buying these crisps would be that you could enjoy the crisps because they would taste like a meal you would buy in a restaurant. What could be better than getting a main course meal in a bag for around 60p? At 0.28, the voice-over says "Introducing the Great British Dinners Range from Walkers" meaning that it is practically a dinner in a bag. This could benefit a lot of people because they can get a lot within something so little.
Advantages over other similar products-
The advantages of this product compared to others is that you are more or less could have a dinner within a small crisp package because of the intense and realistic flavour of the crisp.
USP-
The Unique Selling Point of this advert is that a celebrity is involved. Gordon Ramsey is on of England' greatest chefs so to have him in this advert must mean the new product is amazing. From ----- to -----, you can see Ramsey screaming out "Where's my Lamb and Mint Sauce?, Where's my Roast Beef and Yorkshire Pudding? Where's the Baked Ham and Mustard?" From this, the audience should assume that he is searching for a plated up meal to serve out but then at -----, we discover it was just a packet of crisps. This would mean that the crisps are so tasty, they could be made in a 4 star restaurant. I think that this is really effective and completely sells the product.
Lifestyle Appeal-
From this advert, I would say that this product would be aimed at both genders aged from 17+. I say the late teenage year and over because children and young teenagers are picky with food and may not enjoy foods that are being promoted in the advert. The advert itself is not really childish or foolish which would attract children so I believe that the product is trying to attract adults and teenagers.
Brand Identity-
The brand identity would be "delicious", " new" and "amazing". I think these adjectives would be suitable for the advert and product because they are trying to promote a new product in a new way. I think this advert is overall a great way to promote this item because it emphasizes how succulent and realistic the flavour would be from the location and celebrity in the advert.
Thursday, 12 February 2015
Report on Structures of TV Advertisement
Main conventions used in today's adverts:
- Camera angle and shots
- Iconography
- Editing
- Lighting
- Sound
- Music
- Computer Graphics
- Special Effects (SFX)
Part One- Codes and Conventions of TV Advertising
Three - The Pony
Camera angle and shots
There are a lot of camera angles and shots used even though this took 6 days to make there was a lot of shots; establishing shot, long shot and close ups were used to make the absolute truth realistic spontaneous and just an epic advert. The first shot used was an establishing shot which captured the lovely cliffs at 0.01, my favourite scene is at 0.18 where we see a close up of Socks' face shaking his hair back.
Iconography
In my opinion, the most iconic scenes in the advert would be 0.33 and 0.47 where Socks (the pony) is walking around the water whinnying and also where he stops to look up at the farmer to see if he's gone. I genuinely love these scenes because it is very realistic and can send chills down the public's spine.
Editing
The only editing I believed went in this documentary was in 0.44-0.57 where the similar scenes had to be re-shot using different scenic backgrounds to make it look like the pony is travelling further than he originally is.
Lighting
I don't believe that there was a lot lighting used to make this advertisement. With it being set in the sunny cliff of the coast, I would presume there would be a fair amount of natural light and light clouds to brighten up the advert and to make it seem naturally beautiful and real.
Sound
There is not a lot of sound used in this advert, the only sound actually used for it are the horses in the background the wind, the horse itself and the tractor during the horses little moon walking performance. Even though there is not a lot of sound, it works very well seems all imaginatory in a way without and sound.
Music
The song used in this advert is Fleetwood Mac's 1987 hit song 'everywhere'. This was an ideal song to use for this advert because it is very catchy and sweet- like the pony itself.The music goes so well with the advert because of how the pony moonwalks in rhythm to the song and how he bops his head in the same way the song the change verse in 0.18.
Computer Graphics
There isn't really visible computer graphics used in the advert. although there was no graphics, i read in an interview that the pony actually was taught how to briefly moonwalk but it was up to graphics on how to speed up the pace of the walk in order for it to fit in with the song.
SFX
As I said above, the only special effects used in the advertisements was to speed up the pace of the pony's moonwalk to fit in with the song and so it was going along with the song, to make it look more realistic and too make it much more realistic entertaining for the audience.
Hovis - 122 years of Hovis
Camera angle and shots
There are a lot of angles and shots used in the advert to capture everything that was happening as he travelled through time. I believe his adventure is also ours - to learn and to remember our history.
Iconography
The most iconic scene in this advert was from 0.50-1.10 where the little boy has just walked into a WW2 bomb site. As the little boy is looking at what's happened, there is the Churchill speech in the background with the memorable "We shall never surrender!", followed by the air force planes flying over.
Editing
There was quite a lot of editing used in order to out the scenes together to make it look like the little boy is running through time getting from the shops in the late 1800's to the early 2000's. I think editting all the scenes together and making it look like a 'time run' was very effective and interesting for the audience to watch.
Lighting
I don't believe lighting was used very much in the course of filming this advert, it is clear, the directors were filming in the day time mostly so maybe they used lamps in order to set the correct tone or to minimise shadows when filming.
Sound
There is quite a lot of sound used in this advert. As we go through time, there are all different thongs happening to London. In 0.17, the audience can see and hear the woman's rights campaign take place which was one of the biggest changes in our country. At 1.12 when V Day took place and also 1.37 where the riots took place.
Music
The music used in this advert is not a song, merely a melody made for the advert. I think the piece played is almost a part of the little boy because the music speeds up when he is happy and running and slows down and becomes colder when he sees the bomb site and riots.
Computer Graphics
I don't believe any computer graphics was used in this hovis advertisement, everything looked too realistic in order to make the past seem like it happening to him and that was running through time.
SFX
Two my eyes, I can not see any editing on this advert, all I believe there to be is props and sets which gives the illusion the advert is edited. I think that not using any effects in this documentary is best for this advert because were looking at the past and how everything has changed, producers don't need CGI or special effects for memories when the past is so easy to redo.
Part Two - Style and Form
Style
Humorous - Hamlet Cigars
Parody - Specsavers Advert
I have used this advert for parody because it is mocking the Lynx advert in which the guy is spraying himself with the body causing thousands, maybe a million women from all over trying to get him because he smells so incredible. However this advert shows the same scenario yet it has a few comedy factors with girls running with coffee cups and shopping bags in high heels at 0.32. His dream soon comes to an end as he puts on his hideous glasses at 0.44. In to see what's happening causing the women soon stopping at their tracks- almost a metre away from him- feeling quite embarrassed and disgusted, they then walk away leaving him because he should have gone to Specsavers to get better glasses.
Surreal- Evian Baby Dance
I have used this video is an example for surrealism because I found it quite weird but very intriguIng. This is the Evian advert which is known for using the phrase "Live young. Evian" meaning if you drink evian water you'll be feeling like a child or a baby because you're so healthy packed with all the vitamins and minerals you had when you was a child. I used to believe that throughout this advert we was just watching a group of babies roller skating but now i see a different story at the start of the advert we have a voice over say "Lets observe the effects of evian on your body" then the scene cuts at 0.04 where a baby is shown playing a boombox and all the skating babies appear. From 0.07 to 0.027, I realise that we was watching the advert where the skaters were a group of men dancing and because they've drunk Evian water, they've transformed into babies because of their nutritious values in their body. Overall, even though this advert is quite strange and different, it makes sense and fits together.
Form
Dramatic - YDA The Wedding
Realist narrative - SMA Growing Up Milk
The SMA Growing Up Milk is a great example of realist narrative because it really does happen to parents and everyone. When a baby or toddler is naughty that's just part of growing up and parents seem to think that they fail as parent when thier child is naughty and doesn't respond to anything. The voiceover says "Naughtiness shows that your toddler is developing well, 90 years of experience tells us that." From 0.00-0.29, we are shown split scenes of different toddler all misbehaving causing the parents to stress. The point of this advert is to tell parents that they're not doing anything wrong and that the babies are doing well and developing successfully. The slogan even said at 0.25 "Take it from us, you're doing great." I personally think this is a great message to have because it just gives the parents that boost they need when they are having stressful and hard times where they might doubt themselves about being good parents.
Anti- realist narrative - Citroen C4 Transformers
I have used this advert as my example for anti- realist narrative because this or any car cannot transform into a robot and ice skate along a lake. The advert is promoting a new Citroen car and producers wanted to spice it up a little by including the scene where the car turned into a transformer to promote the new film. At 0.05, the car is pulled over by the driver and then transforms himself into a robot. It is shown gliding through the ice on which appears to be the window wipers in 0.16. When the car returns in 0.23, it goes back in its original state and the slogan pops up saying "Alive with technology". This tells myself and the audience that the car is alive because of all the new technology and gadgets in had programmed in to it.
Animation - Twinings
Documentary - Marmite Rescue Advert
Talking heads - Yasmin Oral B
This is an example of a stand alone form of advertising because it is the only advert made and the only used for a specific time. I have used MasterCard, this advert is specifically made for when the summer holidays are on due to the content of the advertisement all together. At the beginning of the advert, there is a building filled with anxious and fidgity work staff who you can see atr ready for the bell to ring which announces it's summer. At 0.09, the song "Schools Out" starts playing and the staff members have run wild outside their offices, chucking paper in the air and ripping their uniform. From 0.17-0.28, small prices appear on screen about what you can get done on holiday and how much for, this tells the audience about the deals they can get on holiday if they use MasterCard. As time goes on, all the staff have gone through the airport, to a plane, to a cab, to a sunny pool in the mediterranean, they all jump it when the bell rings indicating that Summer holidays are here.
This oral b is a good example of a talking heads form of advertising because there is only one person talking about the product. This woman, Yasmin has got the new Oral B toothpaste and is more filmed like a home diary instead of a advertisement which is quite effective because it makes the whole as very realistic and genuine. We see her talking about the toothpaste and how she feels about using it in 0.06. At 0.14, there is a detailed graphical list of what Oral B does for your teeth and gums compared to competing toothpastes. In 0.22, we see the morning after where Yasmin says "I don't know if you can hear this.. But my teeth are squeaking clean!" This tells the audience that the effects of oral b are long lasting and are reliable.
Stand alone - MasterCard School's Out
Series - Compare the Meerkat
I have used this advertisement as my series form of advertising because the meerkat adverts have been going around since 2013. We have seen Baby Oleg grow from being an abandoned baby to going away to live in Africa with the other baby meerkats. There has been a number of small episodes where we've seen the three meerkats bond and merge in to a family together. Each advert is different to the each, telling the audience a story and giving us updates on what's happening for the people imterested.
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