AS1-Task 5: Regulation

Advertising standards authority 

• What the ASA/OFcom does
• What types of advertising does the ASA/Ofcom cover?
• How does the ASA/Ofcom respond to complaints?
• Give some examples of the codes for TV advertising

The advertising standards authority (ASA) is the UK's independent watchdog responsible for enduring ads are legal,decent, honest and truthful. we respond to concerns about ads, taking quick and effective action against those that break the rules.
The ASA is responsible for regulating the content of advertisement, sales promotions and direct marketing in the UK. They make sure advertising standards are kept high by administering the Advertising Codes, by independently administering the Advertising codes they aim to maintain consumer trust in advertising and a level-playing field between business.
The ASA responds to concerns from members of the public and industry about advertisements that may be misleading, harmful and offensive, they also conduct pro-active surveys of sensitive sectors to monitor compliance rates with the codes and to act as a deterrent to bad practice and an encouragement to good practice. 

The UK code of Broadcast Advertising (BCAP CODE) applies to the content and scheduling of television and radio advertisements. it also covers program sponsorship credit on radio and television services but complaints about these are handled by Ofcom.

ASA covers most type of ads but not all. these are some type of ads ASA cover 

• Magazine and newspaper advertisement 
• radio and TV commercials 
• television shopping channels 
• advertisement on the internet including:- banner and display ads, paid-for (sponsored) search

The ASA is responsible for administering the UK 

AS1 Task 4: Analysing a television advertisement in detail.

ANALYSING A TELEVISION ADVERTISEMENT IN DETAIL

If London was Syria

The advert I will be analysing is " If London was Syria" by Save the children. The goal of this advert was to make everyone aware of what is happening in Syria, how innocents lives are being turned upside down because of the bombings.  The advert style is shocking and emotional because it shows and explains that a little girl who doesn't know anything has to go through a dramatic change in her life, from having a nice birthday cake with more than one candles and enjoying with her family and friends, to a simple cake that doesn't look like a birthday cake and one candle and everyone she loved was not there to celebrate her birthday with her, as we can how her face expression changed over the time. The use of mise en scene made it emotional because at the beginning the family was in a normal,happy environment and at the end there's explosions and bombs, everything that started happing was unexpected and they little girl looked terrified and confused. The target audience would be parents and young adults since its a charity advert, this allows them to realise what is actually happening, at the end of the advert it said "Just because it isn't happening here, doesn't mean it isn't happening", I believe that an advert like this is purposely made to provoke an emotional response.the persuasive device that is used in this advert is shock, fear and guilt, a parent or young adult watching this advert would realise that they need to do something to help because they can be in that situation.

The positioning of the camera throughout the advert is very important. we have a lot of close up of the child to shows us the emotion of the character in the advert, an example is when the girl had to sleep on the floor whilst explosions going off, we cant see the floor but the the surrounding didn't look like it was a place with nice floorings, this is a powerful image as it is horrible to think that a child of that age should be involved with something like that. The editing and sound is very effective throughout the advert. Throughout the advert the shots changed from a normal speed to short and rapid, using this technique is effective as it develops sense on tension and builds anxiety in whats going to happen next, furthermore the sound of surroundings became vivid and distorted and what we can only hear are explosions, helicopters and people screaming, the impact that it will have on us is fear and guilty because we are now aware. 

AS1-Task three: styles of television advertisement

Styles of television advertisement

In this blog I will be explaining how advertisers carefully target particular audience and use different styles to appeal to different styles.

The following different styles will explain how the advertiser use them to target particular audiences 

Humour in adverting is a delicate method of attracting viewers and listeners attention to the clients product. done right, it achieves success, by doing it right means not only engaging the prospect but getting them to remember the product. 

A parody advertisement is a fictional advertisement for a existent product, either done within another advertisement for a actual product, or done simply as parody of advertisements used either as a way to ridiculing or drawing negative attention towards a real advertisement.

Shocking advert is a type of advertisement that deliberately, rather than accidentally, startles its audience by violating norms for social values and personal ideals. This form of advertising is often contentious, disturbing, explicit and crass and may entail bold and provocative message that challenge the public's conventional understanding of social order.

Intertextuality is the practice of creating meaning through the reference of other texts, with intertexuality the meaning of new text may be dependent on the readers knowledge of the "referenced" text.

Repetition is used in advertising as a way to keep a brand or product in the forefront of audience mind. repetition can build brand familiarity but it can also lea`d to consumer fatigue, where audience become so tired of an advert that they tune out or avoid the product. 

Sex is used to help to sell a particular product or service. sexually appealing imagery may or may not pertain to the product or service in question, examples of sexually appealing imagery include nudity, pin-up girls and muscular men. 

AS1-Task two: Forms Of Television Advertising

           Forms Of Television Advertising 

An example of  Realist narrative.

In this advert you have a lady playing eye-spy with her daughter, the lady said to her daughter " I spy with my little eyes something beginning with 'f' " referring to fairy liquid.

the advert is targeted to woman, due to woman mostly do the washing up. the benefits of buying the product were emphasised when the lady said " it helps keep my fingers soft" and her she showed her daughter her hand, it looked soft and glamorous. This could make the audience interested in buying the product being advertised because does it not only clean the dishes, it also takes care of your hands and the product is showed more than once throughout the advert. another thing that makes this advert effective is, it reflected a lifestyle that the target audience would recognise and empathise with.

An example of anti-realist narrative
In this advert you have ninjas and one ninja is not being his usual self (Mr. Bean) and when he at the products (snickers) he went back to his usual self, the advert used a famous face because they want the audience to remember the advert so they use a comedian actor. The advert also has a catchy slogan " your not you when your hungry, have some snickers" and it actually stays in our heads, thats how they product is well known.

An example of a documentary
in this advertisement you have a kid who is adopted and they use an documentary technique to sell the product because KFC brings family together.  This creates an idea that KFC brings family's together, this is a good portal of an advert based around family as it makes the audience, specially parents want to take or order KFC for the family since they believe it will make the family bond.

An example of stand alone
A stand alone is a good technique because it only focus on one person and they really grab your attention, for stand alone they usually use famous faces. as you can see below T-mobile used Kim K to inform their customers on how they could save their data. The advert is effective because they used a famous face which most people are likely to recognise, using a famous face in an advert is always a good way of advertising because it makes the audience think that if the product being sold is good enough for a celebrity then its good enough for them, the use of famous face makes the advert memorable because it is unexpected and sometimes unbelievable that a celebrity will feature in an advert, I believe that adding a celebrity to any advert is appropriate because the product is more likely to be sold as people may believe that they share the same broadband a celebrity.

An example of series
 Series are good to technique to sell a product because people get used with the face and they familiarise with the faces and slogans.