codes and conventions of tv advertising

special effects




The first advertisement i'm going to be analyzing is the Armani diamonds advert featuring Beyonce. firstly the lighting in the advert is very dull because it is black and white this gives it the distinctiveness of Armani because Aranis base colours are black and white. it uses iconography because its using the colors you would typically relate Armani with in the advert. Also in the advert it uses fast cuts and hardly any transitions to keep it in sync with the music and also this keeps the audience interested because there are not any long clips. also the editing is very quick so it is engaging and like a music video. also because its a song it could be catchy and attract the audience in that way. the music in it is good and it is sung by one of the best artists in the world which would instantly attract interest from the public. this would give them an advantage because all beonce fans will be interested in the advert as well as Armani customers.





The second advertisement is the coke Christmas advert for 2013. like almost every coke Christmas advert it is made by computer graphics. this is so it is like an animation. this could be to attract a younger audience of children and maybe parents as well because children would be interested in this. also because it is christmas time chsristmas is associated with family time so it is something a family could sit and watch and enjoy together. it also uses iconography because christmas coke adverts are typically known for a family type winter animated style advert either using polar bears or Santa clause so this could be used to compare with others or to try and carry on a story from previous Christmas advertisements.




Finally this Lynx advert uses iconography, special effects and good music to attract its customers  typically lynx adverts try to attract their male audience by claiming their products attract females intensely so this would typically be recognized and remembered to be lynx because throughout the advert its women trying to eat the man. secondly it uses special effects by having a real life set but with a special effect chocolate man walking around. this is good because it is something different and it instantly tells you the smell of the product being chocolate. also it could attract a younger teenage audience who are still into animation because it uses this as a special effect. finally the music links in well with the advert because it goes with the flow.

sources, information and classification

Case study of existing advertising capaigns researching the role and impact of advertising standards authority (ASA) and ofcom

What is the background of the ASA?
In 1961 the commitee of adertising purpose was made by the advertising association so they could draft the british codes of advertising practise. then in 1962 the advertising association set up the advertising standards authority to make judgement on comments made about adverts being named unsuitable so they could decide whether it was or not.
what is the role of the ASA in the regulation of advertisements?
The advertising standards autorities role is to make sure that advertising in all media is legal decent, honest and truthful, to the benefit of consumers, business and society. also they do this for broadcasted and non broadcasted advertisements. also the asa is funded by the advertisers hwever it isnt done through a direct payment. they use an arms lenght agreement which basically means that the advertisers put money aside which the ASA can access. ASA deal with all sorts of advertisementswhether its television adverts magazines posters. so if there is an issue with any advert asa would be the company that deals with it.

what is the legal standing of the ASA in relation to Ofcom?
When rules are broken in adverrtising the ASA are given alot of power and can make very harsh decisions such as blocking websites, removal of paid for search engine advertising, ana a enhanced name and shame policy. these are the different sanctions that can be bought in for different circumstances: pre-vetting: medias can have their marketing material and advertising taken away before it is published and this can last up to two years, sanctions in the online place: this is where medias can have their advertisements taken off their own websites, ad alerts: this is where it would alert anyone about the advert or advertising space, and withdrawal of trading privelidges: this is where CAP can get rid of any trading priveledges.

What are the procedures of the organisation?      

if anyone would like to make a complaint to the ASA about an advertisement their is a number of different procedures and steps they would have to go through in order to get this across to the ASA and for them to act upon it. these steps are:

1. The first step is to make sure what you want to complain about is a legit reason which the ASA prohibit. they would have to read up upon this either on the website or online to find out if the ASA would deal with this complaint. if the ASA do agree with you and it matches what they dissagree with then the person can contact the ASA stating what they have seen and giving their complaint.
2. The ASA would then put this into their records and frequently contact this person to inform them where the complaint is in the whole process and what is being done.
3. depending how large the problem is determines how long the process will take and how many changes need to be made. for example if there is only a small problem then the ASA could contact the advertising company to notify them to make the small changes to the advertsiement they need to however if the problem is on a bigger scale then an investigation would have to take place in which the advertising company would be asked if theythought it was appropriate and if it wasnt it could be taken away from TV and never shown again.
4. all these investigations and rulings are done every wednesday so people know when know when changes have been made if the changes havent been made the ASA would take this into account and contact the company and make sure it is followed.

what key parts are important to take into mind when making your own advertisement?

When making my advertismenet i would have to make sure i do not breach any of the conditions the ASA have stated as this could potentially mean i am breaking the law, also i need to make sure my advertisement is child friendly and that it doesnt take any of the point the ASA have stated shouldnt be in it such as, violence, bad language, sexual imagery, nudity, racist or sexist scenes and drugs. The asa have stated that if i include any of this in that or anything relating to this in anyway i could be seen as breaching their rules and i would have to make changes or if it is really bad my advertisement may be withdrawn.

Adverts which have gained complaints

The first advert i am going to talk about that has recieved complaints is this KFC 'fresh chicken advert'. this advert consisted of a young employee working at KFC talking about his love of food and how he enjoyed his jobs. he is shown preparing the food and packaging it then giving it to the customers. he states that all the chicken is fresh, new fresh chicken uis delivered every day. however the audience did not believed this and therefore made complaints. the first complaint was made because in the advert is states that new fresh chicken is delivered every day so that all the food is fresh, research was carried out and it was understood that this wasnt the case so KFC were seen as misleading the audience because they advertised that there is new chicken every day. the second complaint made was because the advert claimed all the food was fresh and prepared on site where as in fact it was prepared somewhere else and delivered frozen to the stores. and finally the last complaint was that this advert showed the chicken being cooked healthily by being grilled when in actual fact all their chicken is fried as it states in the brand name 'Kentucky FRIED Chicken'.



finally this advert i am going to talk about is the volkswagen polo advert which contains a singing dog in a car which is then seen humming the tune of the song in various other locations. one of the complaints which this advertisements faced was that the dog sitting in the passenger seat was breaching the highway code and could be seen as promoting dangerous driving. and seconly the second complaint was that viewers felt the dog had gone through animal cruelty and was concerned about the animals welfare when this advert was being filmed. these were two very strong complaints made about this advert however the ASA this advert was ok because rhey made sure a vet was on the set when filming this advert to make sure it was safe so this advert did not have any changes made to it and also it didnt get dismissed either.

the structures and techniques of TV advertisements

1 overt some adverts have both
An overt message is a message in a television advert that is shown publicly and isnt being hidden so for example a slogan in a advert or the logo.

In this example i am using the old evian advertisement which was broadcasted in 1993. throughout the video you can see a woman sitting in some mountains drinking a glass of water. the overt message in this advertisement is that the product being sold is water. also at the end of the advert we get to see the packaging of the product and on the packaging is says 'natural mineral water' this is an overt message informing the customers that it is mineral water from a natural source.

1 hidden
A hidden message in an advert is a message that isnt directly told to the audience but it is in the advert to try and put a idea of the product into the audiences mind.



I have chosen the geox shoe that breahes advert. in this advert you see a number of young boys taking part in sports such as skate boarding and football. the hidden message in this advert is set out to young boys because the hidden message is that by wearing geox shoes it will enhance your sporting performance and you will be much better. the audience being targeted in this advert is boys around the ages of 6-13 that are into sport. the location aimed at could be either america or britain because these are sports associated with both countires and the language in the advert is English. also the ethnicity would probably be white british people because in the advert all the people are white. the lines of appeal used in this advert are self possesion and solution to a problem. it would be self posession because the audience could relate to the sports being played in the advert and think they will need the product so they can be better at what they love doing. also it could be solution to a problem because the children could be thinking that they are not preforming as well as they could be at these sports and that by purchasing geox they could enhance their preformance and be as good as the guys on the advertisement.

2 emotional respones

An emotional response is an advert is when the advertising company try and make a advert which will make the audience emotional and try win over views by making them feel sorry for the people in the advert. this is often done in charity adverts


this advert is the nspcc advert it uses compassion to try and make the audicne feel sorry for them by showing what the children are actually going through. the target audience this is aiming at is mainly an older audience of about 24-40 year olds that are both genders and any ethnicity. this is because it is trying to attract a very wide audience because child abuse is a subject that needs to be solved with. This advert uses compassion by having so sad love songs and by using black and white footage of children being abused and looking sad. already the music and colour scheme sets the tone that it is going to be sad and then the audience actually see what is going on and they get sad. this may appeal to the audience because showing the audience what happens to these children may motivate them to try and help them and to try and stop child abuse. also towards the end it says by donating a small ammount of money they can help. the audience may think by doing such little they can make a big change so they may do the little to achieve big this advert uses the concern line of appeal. for this advert i have used the rspca advert. this advert gives each animal a personality and tries to tell the audience its brief and depressing life story and then at the end it shows that the animals can be helped but only with the audiences help. the target audience would be all ages both genders and any ethinicity. however the interests would be dogs or petting. the advert appeals to its audeience because it makes the animals sound like they are normal people but it shows the animals being abused and looking upset and how badly they are being treted. this could concern all people but specificly people who own dogs because they would see how badly dogs are being treated and they wouldnt want their own pets to be treated like that eitehr.

1 celebrity endorsement

Celebrity endorsement is where the business hires a celebrity to endorse their product. this is a marketing strategy because it will attract the audience more or it will make their fanbase see the advert aswell.


in this advert i have chosen the pepsi 2011 fifa world cup advert in the advert it is set in africa and there are celebrities such as drogba lampard messi kaka and akon. when using celebrity endorsement the advertising company needs to think about their profile location audience perception and aspiration identifications. all of these players play in the top leagues in europe and they are from different countries already this will bring in a huge audience because it has so many different nationalities with the best players from the best leagues also these players ar fan favourites and huge role models to children. also the location is in south africa because that is where the world cup is going to be held. this would attract a target audience of about 11-35 mainly males who like to watch football. this is because this is the main target audience that watches football in general. also it would attract all ethnicities because all the international teams the big teams have a representitive.

style and form in advertisements

Humourous

humorous is where the media adds a comedy element to its advertisements to try and win over its target audience using comedy and humorous things to make them laugh and remember it for how funny it is. this could be used because people tend to remember funny things so this advert could be remembered for being funny. for this convention i have chosen the burger king breakfast muffin sandwich advertisement. it is humorous because it has the burger king character that looks like a clown king breaking into MacDonalds headquarters who is their rival business and stealing its recipe. this could be funny because of the controversy it has in their of using another rival business and its product also it makes out macdonalds to be dumb because at the end the macdonalds security guards let him go and then realize he was an intruder.

surreal

surrealism in advertisements is when the advert has nothing to do with the product or it has something in there that is not scientifically possible buts its done so it is memorable to the audience for being completely strange and spoken about. for this advert i have chosen the southern comfort advert it has a overweight old aged man in a swimming costume walking through a beach. this has nothing to do with the product however at the end we see that he has a glass of southern comfort in his hand. this could be used because it would get people talking because they would be talking about how weird and how it had nothing to do with the product on it. it would probably attract a older audience because they would be the ones questioning what this has to do with the product.

dramatic 

the dramatic convention in media advertising is typically how dramatised the advert is. it would typically have a storyline in it and it would be very engaging and have people on the edge of their seats to see what happens next. also people would be drawn in because it would be like a movie and ths can make it memorable and get the audience talking about it. i have chosen the coke zero date advert because it has nothing to do with the product and it is very dramatised and it has a storyline of an action movie it even has the characters personals headlines under each character. also their is alot of explosions and fast ehicles. and it keeps the audience in suspense because they will want to see if he makes it on time. this would attract near enough every audience because it would be like watching another programme and it isnt another boring advert for people to watch while they wait for their programme to come back on.

parody 

Parody in advertising is when media reference another media in another way to make it appeal to their audience  also it could be a situation similar but tweaked to attract the audience. i have chosen the mars work rest play advert. in this advert there is a steward who goes in goal for the England football team because the goalkeeper is injured. this is a parody because later on in the advert England win the penalty shootout and England are notoriously known for losing dramatically in penalty shootouts and England won it. this would attract a older male audience who are aware of the England football teams penalty shootout record.

anti realist narrative 

anti realist narrative in media is in its name the narative is not realistic at all it could e something that the audience can not relate to at all but still attracts them because it looks fun. i have chosen the coco pops cupboard advert this is unrealistic because the cocopops morph into different things to get through the kitchen as if its an obstacle course and te bowl is the destination it is trying to reach. this isnt realistic because cereal can not morph into different shapes and objects. this would attract a younger audience because it is very fun and it would be engaging for children because they would think it is amazing that cereal can morph into different shapes.

Animation 

animation in adverts in when it uses effects rather than real life people acting. this would be beneficial for advertising companies because then they could do anything however the downfall using this is that it would only really attract a young audience because it is like watching a cartoon. i have chosen the aqua fresh advert because it was remembered and brought back recently because it was so succesful and it had a song that was very catchy. this would appeal to a young audience because because it is like a carton and it is trying to make young people brush their teeth using a song and a cartoon.

talking heads 

talking head adverts are very informative it onsits of a presenter giving detailed information about a product and there is little if any storyline in it. i have chsoen the colgate total toothpaste advert because there is a presenter giving alot of information about a product to the member of the public this information is also very beneficial to the audience watching at home aswell. finall the member of the public gives her feedback on the product. this would attract an older audience because they would want to know the information behind the product before they buy it.

stand  alone

stand alone advertisements are single advertisements that do not have any follow up adverts. they are usually the most successful adverts because they would need to be big to not have to make a follow up advert t try and attract more customers because they would attract lots of customers using just one. i have chosen the milky bar advert because it was only one advert that had no follow up adverts. also it was very successful because they re used it again years after it was made. this would attract a younger audience because the product is aimed at a younger audience also its animation animation is aimed at younger audiences.

purposes of specific types of research

Types of research