Unit 30 Assignment 1

Who regulates adverts? ASA(advertising standard authority):
The ASA is the UK’s regulator for advertising through all media. The work the ASA act on complaints and they check media to help against rejected advertisements, such as offensive ones. The ASA makes sure that adverts are suitable for viewers, and also decide what time the adverts should be aired on TV. 


The ASA have rules for (Advertising codes):
http://www.cap.org.uk/Advertising-Codes/Broadcast-HTML.aspx

• Children
• Harm and Offence
• Weight control and slimming

Adverts that have been banned:

Orangina Naturally Juicy French version

Orangina's naturally juicy advert drew complaints despite the animated ad showing only animals.  Set in the jungle, the drinks commercial featured fizzy orange spurting over the chest of a voluptuously deer, as well as "Orangina" squirting between the striped legs of some sexualised zebras. More than a few eyebrows were raised as flirtatious flamingos gyrated around jungle poles, while an octopus appears to give a bear a lap dance. The Advertising Standards Authority received 147 complaints after its first viewing.

You can see that the characteristics in this advert are meant to be humorous and make you laugh because it's an octopus and a bear being sexual towards each other. I think the reason that they made this advert like this because of programmes like Family Guy and American Dad which are made to appeal to a younger audience. I think the age range is meant to be teenagers and adults and it's meant to appeal to both genders because it's an orange juice drink, but because of the way they sexually display women animals in this advert might put women off buying this product because it shows signs of sexism. Like the screenshot I have put below...

It's the woman bear seducing the male bear and there is also a part of the advert where we see Orangina spray out of female zebras legs because the bear went underneath them...

This shows that the advert is sexualising females even though they're portrayed as animals, but I think that immature teenage boys would find this advert funny and I think that's what they're appealing to. The psychographics that are used in this advert are...

The struggler - Strugglers live for today and make few plans for tomorrow. Others often see them as victims, losers and wasters - aimless, disorganised people with few resources apart from their own physical skills. If they get on in life, it will depend more on a winning lottery ticket than doing anything they do themselves. They are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element of their brand choices. In essence, they seek escape. 

This is the psychographic for this advert because of the humour used in this advert isn't something that would appeal to any other psychographics for example, it wouldn't appeal to 

it wouldn't appeal to a mainstream person because they follow the mainstream society and because this advert was banned they wouldn't agree on this advert being shown because they agree with other people's opinion and don't really have one themselves. Reformers have their own personal opinion and "don't tell me what to do or what to think" they are leading to the edge of society. I think some reformers might like this advert because it was banned and they're trying to be different and have their own opinion. Explorers would have seen this type of humour before and it wouldn't be anything new for them to experience so they wouldn't enjoy this advert. Succeeders are very confident and seek out the best, so this advert wouldn't appeal to this psychographics because they're clever and wouldn't buy into this type of 'toilet humour' and sexism. The resigned psychographic wouldn't agree with this advert because of their unchanging values which have built up over time because it's more aimed at older people.

Awkward Shake For Goodness Shakes Advert

This ad for protein shake brand For Goodness Shakes has been banned by the advertising watchdog, which deemed that its references to male masturbation could cause "serious or widespread offence". 

The Advertising Standards Authority took the decision after receiving one complaint about the online advert, which depicted multiple shots of men shaking objects near their groins. 
The ad finishes with a scene showing a man trying to clean what has landed on a woman's back, which ASA concluded would be understood by adult viewers as "indicating that the man had ejaculated onto the woman’s back.”
However, the watchdog concluded that the ad risked being "offensive" as it could be seen by a wider audience on the internet than just young men.

This advert was banned for going to far which the illusion that males are masturbating at the bus stop, at work, in a lift and in this scene that I have print screened it shows a man blowing of a woman's shoulder like he has just ejaculated on her. This is the same type of characteristics and psychographics as the Orangina Naturally Juicy advert, I think it would also apply to the struggler, because this is stupid humour that is taken too far for an advert. It also treats women in a sexist light for example in the lift scene. The age is meant to be reaching towards 18+ and the gender would be males, probably males who go to the gym and want protein to build their muscles. The reason that this advert would easily reach this audience of 18+ males who go to the gym and take protein shakes because of the sexism used and the immature humour. When I go to the gym I often hear boys talking about fit girls and how they'd bang them etc. And this advert is taking what they've seen from the stereotypical male of that age who has a hobby such as going to the gym and put this into an advert so it reaches the audience they want to reach and that's the reason they have used these characteristics. 

This scene in the advert shows a man in an office and the table is shaking and shows an image of a box of tissues, which males use whilst masturbating and it's another hint to the audience that these males are masturbating during this advert not shaking a protein shake. It's awkward and tasteless and wouldn't reach a lot of psychographics, but I do think it reaches the audience they are trying to reach well by the characteristics that they have used. 

At the end of the advert we see this text saying "We Shake For You" it shows that you don't have to shake this protein shake like the people during this advert, so you don't have to carry around the shaker that the gym has provided you with, all you have to do is buy this drink and you don't even have to shake the powder and milk together. And it won't make you look like your masturbating in public, this advert doesn't have any real positive advertising elements like how it will make your life better, the only thing it says that it will save you time so you don't have to shake your protein shake. 

                                       

Gangnam Baby E-lites TV Ad

 

Three adverts for e-cigarettes have been banned by the Advertising Standards Authority

(ASA), in the first such action to be taken against the tobacco alternative products.

A television and a radio advert for E-Lites and a television advert for Sky Cigs were banned. ASA said that the adverts did not make it clear that the products contained nicotine.

The TV advert for E-Lites, one of the UK’s leading brands, showed a family admiring a baby. The father leaves the room, apparently for a cigarette, just before the baby takes his first steps and starts dancing. The man returns and asks: “What have I missed?”
ASA received 65 complaints about the advert and an accompanying campaign, which also included a radio advert and posters on buses. It said that the TV advert could amuse children and breached rules which restrict adverts that might interest children from referring to smoking

In this scene the man says he is going to have a cigarette outside whilst people have came around to see the baby. I think the characteristics are used to show parents and adults that when you go out for a cigarette on your own outside your missing moments with people that you won't be able to get back. I think this reaching towards an older audience who are in their mid 20's and upwards. 

In this scene we see the baby that everyone has came round to visit starts to walk and then we see that the baby begins to the gangnam style dance and everyone is shocked and laughing, I think the psychographics of this advert are meant to lean towards mainstreamers because these people who see the gangnam style dance being performed by a baby and would find this cute and would enjoy the security in this video, the reason that it has been banned for promoting electric cigarettes might put some people off though. This advert wants to reach out to mainstream people because they want E-Lites to be more popular and used than normal cigarettes so their business creates more money. 

At the end of this advert the characteristics play on adults emotions about what they're going to be missing when they step outside to light a cigarette and the precious moments they could be missing in life. This is why you should smoke E-Lites, electrical cigarettes, so you can smoke inside and don't have to miss anything! That's what the advert is trying to say to the audience and the reason that this has been banned is because it seems to be advertising nicotine and a lot of people don't agree with this, especially because their is a baby shown in the advert. And the way this advert draws us in is due to the fact that it is showing us something irrelevant to E-Lites and showing us a dancing baby to find it cute. But I do think that this advert & it's characteristics draw adults into the point they're trying to make and make them give smoking a second thought. 

Let There Be Beer Ad Banned For Linking Alcohol To Social Success

An advert for some of Britain's biggest beer brands has been banned for implying alcohol helps overcome nervousness and is linked to social success.

The Let There Be Beer campaign featured a man nervously meeting his girlfriend's father and a woman drowning in office work before they reached for a glass of beer.

The Coalition of UK Brewers, made up of ABInBev, Carlsberg UK, Heineken UK, Miller Brands UK and Molson Coors Brewing Company, said the ad aimed to "celebrate the role that beer can play in life, but in a light-hearted, amusing way".

In this part of the advert we see a young male approaching the door to his girlfriends fathers house, he is nervous and in the next scene of the advert the father character looks at him angrily and judgementally. 

 But as soon as they get the beers out they become best friends and the ice is broken between them both and there is no tension. 

 In this scene in the advert a woman at work, as soon as the clock hits the end of the day and it's friday all her papers fly around the room and she is happy to be free and to leave work for the weekend

Then we see the office woman enjoying a beer and she is laughing and is having fun with her friends and isn't worrying or looking stressed like she does at work. 

I can see why this advert was banned for promoting alcohol and saying it's a way to escape and is social success, but I disagree with it being banned because I don't personally find it offensive and alcohol does make everyone lighten up and become more social. It's just stating the facts and telling you the truth that when people drink they're more likely to be a happier person, obviously there is a bad side to alcohol and risks and limits but I think everyone is already aware of that and banning this advert won't stop people going out on a weekend and drinking with their friends at social events. 

I think the psychographics this advert was trying to reach were the mainstreamers and typically younger people and I think it advertises beer in a way to attract young people and shouldn't be banned and I think it was a well made advert. This advert applies towards both men and women because it's showing that women can also enjoy a beer and so can men and isn't being sexist. I also think that the age range of this advert is for young adults + and possibly teenagers for example the young male going to visit his girlfriends dad and it's showing how nervous he was, I think teenagers would be able to relate towards that aswell. 

Pilgrim's Choice Cowboy Advert Moved To Post-Watershed After Complaints

 

This cheese ad in which a miniature cowboy wields a razor and a gun has been shifted to a post 9pm slot following complaints that it trivialised violent crime.

The television ad for for Pilgrim's Choice cheese showed the cowboy wiping an oversized razor on a tea-towel before shaving his face and neck, then leaving through the the cat flap and pointing an oversized gun at a cat.

The Advertising Standards Authority (ASA) said it received 35 complaints that the ad was likely to cause harmful emulation among children, and trivialised gun and knife crime.

The ASA said it was concerned younger children might find the miniature cowboy character particularly intriguing and might mimic the cowboy's actions using common household objects in a manner that could seriously endanger their health.

In this scene we see the small cowboy man with a large knife cutting against his tiny hairs on his face, the reason he is so small is to make the audience feel a sense of surrealism that's the reason these objects are bigger than the person. I think psychographics that would like this advert are explorers because their seeking discovery and value difference and adventure, cowboys have lots of adventure about them and the fact he is smaller than the normal person in the advert is dreamlike. Also I think mainstreamers would like this advert just because they like well brand named cheeses and it's a very popular food. 

We then see the cowboy run across the kitchen and he say's "I'll let myself out" once he has got the woman to choose the brand of cheese he was promoting. The reason this cheese brand have used this character is to be the cheeses mascot, to promote and become a likeable character that is well known and when you see this character you suddenly think of Pilgrims cheese. 

We then see the character shooting the cat, this was intended to be humorous because to the little man that cat would of seemed massive but in reality it's just an normal house cat. The characteristics of this advert have been to create a loveable character to promote a brand, many children love cowboys have have watched films with slight violence in regarding cowboys and I think that the ASA have become very strict with what they let children see these days and take a lot of mild things off TV. 

I think this advert was meant for both men and women and age ranges from teenagers to adults, I think children would find this advert funny and maybe ask their parents in the supermarket to buy this brand. That's what I used to do when I was younger, obviously adverts are meant for older people e.g. teens and adults because they're the people with money who can buy these things, but if it grabs the attention of a child they can then beg their parents for that type of brand or whatever it is the advert is advertising.  

    Think box

 Think box is a large organisation that own a variety of well known and big channels, think box help TV advertisers get the best out of todays TV. Think box helps its customers succeed with their marketing goals.

What did think box research tell us about TV and audiences?

http://www.thinkbox.tv/server/show/nav.854

Think box research told us that TV still plays a massive role in peoples everyday lives. There was 3 specific and obvious types of TV viewing as a result from their research.

•  Our Time - socially, mornings, weekends
•  In-between time - daytime, during other events such as jobs around the house or school/business work
• My time- lunchtime, often women, often alone, TV plays a variety of different roles in     people lives, it can be used for entertainment, education, information, relaxation.

The research showed a change in behaviour during ad's, positive behaviour of which over ruled negative behaviour. The research showed that the ads effected the audience through emotional responses, audiences would laugh out loud, rewind and replay things they enjoyed such as funny quotes or songs they like. Most audiences were found to watch TV because it entertains them, followed by to keep you informed then to help you relax.

The research found that audiences like to be engaged, often through music.

 What are advertising rate cards and what examples of television advertising rate cards can you get?

Rate cards reveal the cost of adverts and they also show us when they are being broadcasted. They help decide what times certain adverts should be shown and what spots are available in different time slots.

Advantages of using Think Box

Its easier and less time consuming for the customers to use Think Box. The customer is going to get the most out of their advert if they use Think Box because they'll research for the company when it's best to show their advert on TV.

Think Box carried out the research by...

• Putting cameras in people's houses to record them - 

Positives: They got genuine reactions, easy to review. 
Negatives: Only 22 people got filmed, potential to be inaccurate 

• They made 3 thousand people complete a survey 

Positives: Get a good range of results 
Negatives: Not specific enough, generalised data

• Focus groups - People watched adverts and discussed 

Positives: More control over the data and more control over the results 
Negatives: If it's part of the test to get responses, they might response differently under lab conditions. 


Rate Card

• The adverts during the breaks for The X Factor pay for £200,000 for 30 seconds of TV time.
• BARB - Broadcasters audience research board - The official viewing figures for UK television audiences. They collect data that represent the television viewing behaviour of the UK's 26 million TV households.   

Corrections...

Passport Control - Cadbury TV Ad

The narrative of this advert is a Passport Control Officer, is sitting bored and alone in a setting of a booth in an airport when he reaches for the prop of a Cadbury Diary Milk Ritz chocolate bar, the narrative then makes the character become triggered to spontaneously embark on an exuberant dance to diegetic music around the airport in his purple shoes (which is the colour of the packaging on a Cadburys chocolate bar, so when the audience see the colour purple they think of the chocolate which is being advertised). This advert has an overt message because it shows the man pull out the prop of the Cadburys chocolate bar and eat some of the product. This is making the product take centre stage in the advert.

 As soon as he eats this chocolate then the diegetic music suddenly starts playing and then the dancing begins. The humorous characteristics of the advert are clearly being promoted because it's making the audience think if they buy this product then their life will be become suddenly better, they'll be in an amazing mood and daily tasks such as work won't be as boring and it will generally make your life better. They use this technique in a clever way because they also make the emotional response to be funny and humorous which makes us feel positive about this product because it's making us feel good before we have even bought this product.

I think the editing was done very well and cuts to the beat of the song and it flows very nicely, the colour purple is used a lot in this advert which makes the chocolate bar prominent. The humour makes it appeal to the target audience which is younger people by making the audience laugh, by saying "We don't take ourselves that seriously" which works well for the company because they seem to make the most popular UK TV adverts which stand out in people's minds. Like for example the eyebrow kids or the gorilla playing the drums. They understand which techniques to use to target the young audience and because it's already such a well known brand they don't really need the logo clearly shown all the way through the advert, they can get away which showing the logo just at the end of the advert. 


Their aim for this advert is to make the customer feel like 'part of the story' with their new chocolate ads. They are communicating with people in ways which are relevant to their everyday lives, getting them involved with Cadbury by showing ordinary people eating the chocolate and the taste making them trigger a moment of joy. The advert has three purposes, covering brand, campaign and product awareness understanding. The first aim of this advert was to reinforce what Cadbury try and do broadly, which is talk about how products are there to create a moment of joy in your life. The different shots are cut to the beat of the song and the colour wash in the editing is always similar to the other Cadbury's advert, they always seem to have a purple colour wash in their ads, this makes it easier for the audience to subconsciously pick up on the brand before we actually see the famous logo and the chocolate bar. 

The diagetic sound in this advert is just a catchy dance song which gives you a happy feeling, at the end of the advert we hear a woman's voice say "New Cadbury Dairy milk Ritz and LU" this could be seen as a hidden message but at the start of the advert we do see a man digging into a new Cadbury's chocolate bar and then he starts dancing. This could make the audience curious because they have never tasted this new chocolate taste from one of their favourite chocolate brands. The demographics of the advert would be aimed towards both men and women because both enjoy chocolate and humour, it's a huge brand because it appeals towards both genders and all ages. And I think the psychographics that would buy this product would be aimed towards mainstreamers because this chocolate brand is so popular the majority of people enjoy this taste, so it's a well known brand and they would stick to what is expectable and what is shown a lot in society. For example in numerous advertisements like billboards, radio, newspaper, magazines and television. This is the largest group of people and they respond to big established brands which offer value for money and I think this advert appeals to the mainstreamers the most. Also I think that some aspects of this advert would appeal towards an aspirer because they care a lot about their image, appearance, persona, charisma and fashion. Their core need in life is for status and they may enjoy this advert because it's quirky and funny and shows a fun side to a huge popular brand. Also I think explorers would enjoy this advert because they like to try out new things and have different experiences..Also they respond to brands that offer new senations, indulgence and instant effects. In this advert everything an explorer wants is visually shown or heard, with the diegetic music of a quirky song and a passport control officer dancing along to it in his work environment whilst indulging into a new product created by Cadbury's, I'm sure that this would be a very popular advert to explorers.

Kit Kat UK TV Ad 2014 - Car Chase

The narrative of this advert is a setting of a car chase the robbers are wearing prop of creepy masks so we can't see their faces, the prop of the police car and the other car are moving fast and it looks as though that they are racing, you can't really understand what this advert is advertising just by watching the first few shots. This is what is keeping the audience interested though. But that could also be a down fall due to the fact that Kit Kat isn't prominent until towards the end of the advert. The audience could assume that this could be advertising a particular car brand or possibly the dangerous of driving fast and reminding us of speed limits or numerous other things. 

The advertising techniques used in this advert are hidden messages, this is used to help the viewers to stay interested in the advert. Due to the fact that the audience won't be sure what this advert is promoting, the mystery of what it's advertising keeps us guessing and engaged, thats why using hidden messages is a good advertising technique. Whilst watching this advert it's only towards the end of the advert that we see a the clear product which is being advertised. There is a clear use of humour during the diegetic sound and the dialogue between the four characters, the two bank robbers and the two police men and this is another method of keeping us entertained and I think that the elements of humour used helps target the audience they want to reach. There is also a good use of camera shots, it keeps flowing and doesn't bore you with uninteresting shots and some panning and it's all in focus, there is also coverage from different angles. The editing is fast and snappy and makes it seems like a high budget action film which makes the audience feel like this is cool, it's not like your typical advert. 


When the characters begin their dialogue the famous catch phrase is said, which is used in all Kit Kat advertisements "Have a break, have a KitKat". The narrative of this advert is basically about the two robbers and the two police men decide to take a small break from their respective occupations due to the presentation and consumption of the prop of the product their promoting which is a kit kat. Although, if you apply a bit more thought the advert starts to fall apart. For instance, the police have basically caught the robbers and yet it is a policeman that produces the KitKat which instigates the break. They then give the robbers a head start which ultimately makes their life/jobs much harder than necessary, although I think this plot is intended to be humorous. But the fact they've decided to take a break ties in with their catch phrase which sticks in the audiences minds. The sound use in this advert is diegetic there is use of cars speeding and knocking objects over to show us that there is a car chase going on, it adds suspense and reality towards the scene. We also hear the characters speaking and having a conversation, this is also diegetic sound. 


I think that the demographic for this advert would be more towards young males because of the car chase and the humour between the police men and the robbers, I personally would think that men would find the dialogue more humorous than women, although I'm only judging this from the typical stereotypes of women. I think the age range would be between early teens towards younger men, there isn't anything in this advert that stereotypically fits into the female genders interests, the fast cars, the police and the banter all attracts males in my opinion. And I think the psychographics for this advert would be the mainstreamers because Kit Kat's are a well known brand and the action in the advert is just like what they have seen in the films they've watched before so they are easy to relate to what they're trying to do in this advert. Also I think that the humour about the traffic on the road would be humorous to them because that's how they spend their everyday lives trying to go back and fourth to work/school because they're the largest mainstream of society so they'd be able to relate to the joke. They'd want to have a break from their lives like the people in this advert are doing but not exactly on this level, they can understand that this is an over exaggerated version of taking a break from everyday life, but then again they want to be able to eat a Kit Kat on their daily break at school/work.