Unit 30 - Advertising Standards Authority Rulings

Flora buttery 

The animated TV advert had received 138 complaints. The advert showed two kids walking in on their parents 'wrestling' in their bed. The complaints made about this advert was that it was offensive and unsuitable for children to see. However, the ad was then not ruled out as it did not contain any sexually graphic or distressing scenes. They came to this decisions as their was nothing in this advert that was inappropriate. There was no nudity or unpleasant scenes that would make it bad for a younger audience to see. Some children may not even understand what the advert is about. To conclude I agree with the ASA to not upheld this advert as you don't see anything. The cartoon doesn't show the parents in bed and they aren't making any noises which would send kids the wrong message.

XLS-Medical Max Strength

Last year the XLS-Medical Max Strength had 200 complaints as it showed two fit women using the pills so they could fit into their holiday clothes. Many people disliked this advert because it showed two woman who did not need to lose weight taking these pills. People complained that it promoted unhealthy body image, particularly young girls who suffers from eating disorders. The ASA had ruled of the actress' "already healthy slim appearance" with her "poor body image and confidence" created the impression that weight loss was desirable. The ad was then taken off TV and the company was then advised to ensure their products aren't presented like that again. In my opinion I agree with the ASA and the complaints for taking this advert down as it could do some damage to young girls who issues with their body. The two slim woman on TV are fit and healthy and give the impression that they need to be Skinner to be pretty. Furthermore, this pill is for people who want to lose weight and the actresses should've been people who are overweight and want to lose. 

Save the children fund

Another ad that had received a lot of complaints was 'save the children fund'. It had received 614 complaints as it showed a woman giving birth to a baby with the help of a midwife. Many people complained that this ad was offensive, inappropriate, overly graphic and distressing to show a woman giving birth on TV. Many people did not like the idea that the ad was so graphic. Complaints received talked about younger audiences being too young to see this and that it would make it upsetting for woman who cannot have kids or woman who have gone through miscarriage. They also spoke about not being clearly warned about the idea so people did not have the chance to think whether they wanted to see the ad. They came to this decision to not upheld the ad and put it on around later times at 9 pm so younger audiences wouldn't watch this type of ad. Finally I agree with ASA to put the ad on for later times so younger audiences wouldn't have to view this. This advert is mostly for adults so should be put on at the time when kids are asleep.

Unit 30 - Advertisement Techniques

Advertisements 

Celebrity endorsement 
This is when a company will use a celebrity to advertise. 

A celebrity would sell/promote a certain product. This would gain the product more attention because someone well known that you like is advertising something. This may make more people want to buy this product because they see someone famous using it. For example, in the house of Fraser advert they use a popular song to show of their clothing to the members of the audience. Not only would this gain viewers attention and promote their product better but it also helps the singer and the rapper of the song get it known as if people like the song they will look it up on the internet. The target audience for this ad would be for 16 - 30 as most of the clothes being shown would look like something young people would want to buy from watching the ad. 

Overt message 

This is when an advert has a message that is open and the audience knows straight away what it is about. 

The John Lewis advert for 'tiny dancer' is an open message that the audience would get easily. The little girl is going around the house dancing while making a mess and breaking few of the things in the house. The advert shows us that if you go to John Lewis home insurance that whatever breaks or go's missing they will be able to replace it for you. The target audience for this ad would be 18 - 45. This advert is fun and due to the music in the background it makes it more entertaining and funny. The socio class for this C1 - D and for all races. 

Hidden message 

When ad advert has a message behind it. 

This type of advert lets the audience think about what the message is about. Unlike some ads were the message is clear, these type of ads will make the audience think what it is about. For example, the John Lewis advert for 'she's always a woman' is an advert that has a message behind. It starts up from when the girl is a baby and shows us her life growing up to when shes married and when shes old with her grandchild. This advert has a strong message about it, that not a lot of people may get. Throughout the ad we see a lot of John Lewis products. Its like the ad is showing us that John Lewis has all the stuff you need but also if you shop with us you will be happy and have a good life just like this woman will. The target audience for this advert would be for all ages as it shows they have clothes for babies and the elderly. The socio class would be for B - D and for all races. 

Emotional response 

This advert makes the audience feel different emotions. 


The water aid aid advert would be used as an advert to make people upset over what is happening to these children. They mostly show kids starving and drinking dirty water as its more effective to make the audience feel bad for these kids and what they have to go through. This would make the audience want to donate money and help these kids through the struggles they are facing. The target audience for this would be for 18 - 45 as it would be more effective for them as they can give money to help. The socio class B - D and for all races. 

Unit 30 - Advertisement Style

Advertisement

These are some examples on the types of style, advertisement would use.

Humor

The aim of using humor in an advertisement is to engage the audience by making them laugh at silly things being shown.

An advert that uses humor in their advert is the 'just eat' app. When the couple are talking about what to eat the lady comes out of her clothes and singing chicken madras. This is funny because people would laugh at this when they see this advert, as the lady gets out a funny costume, with backup dancers wearing silly clothes and wigs. This entertains the audience as its funny and even though the advert is annoying its memorable as the song is catchy. This advert can be a personal identification as couple who go through what to eat can relate to this and also laugh. The target audience for this ad would be 16 - 30 as it would mostly apply to a younger audience. The socio class would also be C1 - D and would be for all genders.

Surreal

Engages audience by not following generic conventions

An example of an advert that is surreal is the Ben and Jerry's core advert. This advert allows you to be imaginative as it isn't real life and you are able to see things that wouldn't actually happen. For example, the advert has a cow drilling and this is weird but funny because cows don't usually do this. This advert would be a social interaction because people can share this with their friends and families because its so weird and funny to watch. The target audience for this advert would be 14 - 40. The socio class would also be for B - D and would be for all genders. The codes and conventions which are used in the advert are jolly music playing in the background which shows

Parody

This advert would makes fun of existing texts

The John Lewis advert at first started with a girl looking at the moon only to see a man living out there. She looks surprised and happy the mans there and starts to wave frantically. The advert is very emotional and sentimental as it shows us a girl giving a lonely man a present for Christmas. It would also make the audience cry due to the soft music playing in the background which would make people emotional. However, in the parody advert the girl sees the dark side moon from Star Wars. The music turns to the Star Wars theme music taking away the sad music from the advert. The advert turns from soft and caring to a advert that would make people laugh as Darth Vader is the person the little girl sees and he ends up blowing up the earth which in return makes the audience laugh at what they just watched. This advert would also be a social interaction because people can share the edit with others and laugh. They would also discuss this with others as its quite funny. The target audience would be for both genders and also races and the age range would vary 10 - 40. The socio class would also be for B - D.

Dramatic

Has messages that are clear and often emotional.

An example of an advert that is dramatic and would bring emotion to the audience is the Topsy foundation commercial about AIDS. They film the women for 90 days as she gets sicker. However, even though this advert would make others emotional it would also give hope as people may have family that have this. It gives them hope that there is medicine out there to help them and people will feel moved and touched from watching this. The music being played also helps to pull the audience heart strings. This helps spread awareness. 

This video makes  more people aware so people can donate. The target audience would be for both genders and all races. The socio class would be for B - D as they could help donate money against the struggle people are facing.