Unit 30 Assignment 1

The ASA (Advertising Standards Authority) is the regulator of adverts for the Uk. They deal with complaints about adverts and they also can ban adverts if needed. They actively check adverts to make sure that they don't have misleading, harmful or offensive content. Most adverts are pre-cleared by a company called Clearcast who will check all your preproduction work and your final edit and send you feedback. The ASA are working with the Uk code of broadcast advertising, they have rules for things regarding children, health, alcohol, religion.

Banned/Commented on Adverts

Advert for Mobile App that scans people nude

This advert was banned because people complained that it was demeaning and shown at a time that children could watch it. It was broadcasted through 6 episode off Hollyoaks on Channel 4 and it shown a phone scanning a woman showing naked images of her with her breasts and crotch blurred out and also shown women in

Protein Shake advert

This advert was banned because of its obvious references to male masturbation and there were concerns that it could cause serious or widespread offence. The ad finishes with a man cleaning something off a woman's back and the ASA had said that this scene was a direct reference to something only adult audiences would understand as "indicating that the man had just ejaculated onto the woman's back"

Kayak Holidays Advert

This advert was banned for complaints of it being distressing, insulting and offensive. It shows a brain surgeon poking at the patients brain to find a good position to fit his laptop on so he could book a holiday on the company's website. After the surgeon consulted a nurse on how to operate the surgeon replied to the nurse by saying 'you're the brains of this operation' and then poked at the patients brain to move his arms so it looked like he was punching the nurse. Of the people that complained, some said it was offensive to brain surgeons undermining their job and some said that it as highly distressing to children.

Thinkbox research

Thinkbox are the marketing body for commercial TV in the UK in all forms, broadcast, on-demand and interactive. It has shareholders that include, ITV, Channel 4, Sky Media, Turner Media Innovations and UKTV which represent 90% of TV advertising revenue.
The research suggested that TV was a way that those in the experiment used Television to fill time at their houses. Also that that there are a few different types of viewing, our time, in-between time and and my time. This gave them a conclusion that TV still is a massive part of everyday life.
They discovered that audiences reacted differently to adverts depending on what the advert included. Music was said to be one of the most engaging elements to adverts because it made them memorable and more likeable because of the song used. Across 15,000 viewings, it was said that 68% of the audience reacted to adverts by singing along to songs and jingles or imitating voice overs. 

Advantages of this research helped us learn more about how people react to adverts and they have given us solid reliable information about it. It can also help people in the future who are making adverts to know what to include that can make their advert more noticeable and memorable. Also because thinkbox have carried out this research it means people won't have to do the research themselves. 

Rate cards are a way to show how much it will cost to advertise on certain channels and at certain times. Costs are different depending on the region the ad is aired in, how long it is, when it is shown (time of day) and how many viewers the channel gets for the programme that is on at the time the advert is being aired.

An advert shown in the middle of a show such as xfactor would cost you around £250,000. And for an advert during the american superbowl it would cost around $4,000,000 which is around £2,500,000.


Analysing adverts

The form of this Honda Illusions advert is a stand alone advert because it is the only advert that Honda used for this car and they didn't make an illusions themed advert for any other of their cars.

The Honda advert uses the characteristics of a benefits and better than others advert because the advert tells us that the car uses less petrol for more miles than other cars.

The the techniques in this advert are hidden because they use the illusions theme to tell us that the car isn't all it seems but they don't say this in the advert or make it obvious. But it does suggest slightly what the advert is about because they say they want to make the impossible, possible. 
The target demographic for this advert would be men and women over 17 who can drive and the target psychographics would be aspirers. This advert persuades is demographic by using the slogan of 'the impossible made possible' which refers to the car needing less fuel for more miles. This would appeal for drivers who use their car a lot or go on long journeys quite frequently because it would be cheaper and fuel will last longer. It would appeal to the target demographics because aspirers are quite materialistic so would more likely be interested in buying a big fuel efficient car.

The form of this Cadbury's Gorilla advert is a stand alone advert because the gorilla only features on this particular advert.

This advert uses the characteristics of a brand culture adverts because the gorilla advert is part of cadburys series of surrealist adverts. For example the the other Cadburys with the two young children with dancing eyebrows is a part of their surreal adverts. 

The techniques used in this advert were hidden as nobody understands why a gorilla playing the drums to a phil collins track, but you know straight away that it is a cadburys advert because of the purple colour wash. 

The target demographic of this advert I think would be more males of any age because gorillas are quite a masculine animal. It would appeal to older men because of the phil collins track and the masculine gorilla and I think that the drums and cadburys themselves would appeal to teenage boys and children because a lot of teenage boys are into playing instruments and children love chocolate. I think that the target pyschographic for this advert would be mainstreamers because they favour family brands and cadburys is one of the most well known family brands in the world. 

The form of the Lynx Chocolate Effect advert is a stand alone advert because it is the only advert for the lynx deodorant that is chocolate scented and features the chocolate man.

This advert uses the characteristics of a life style advert, as it is saying that if you spray this deodarant you will become desirable to women like chocolate is desirable to women. It also suggest that it will make you more confident. 

The techniques used in this advert are quite overt because when you are watching it you know what Lynx are trying to get across; that you will be a more desired man if you wear this deodorant.

The target demographic for this advert would be males 13+ because the advert is for male deodorant and it tends to be teenagers plus who will use it because they becoming young men and want to take more care of themselves. The target pyschographic would be aspirers because they are usually young, care about there appearance and this advert makes the deodorant seem like it will make you look good and desirable to the opposite sex.  

http://m.youtube.com/watch?v=s2BwOMBlato

This EDF Energy advert is part of a series of adverts featuring the their little prange mascot. 

This advert has the characteristics of a brand culture advert. This is because it features their mascot and when you go with that company you recieve a toy of that mascot and it makes you feel like you are a part of a brand culture.

The techniques used in this advert are quite overt because its showing you how efficiant you're appliances at home will run if you go with EDF energy. 

The target demographic would be male and females 18+ because they will be the age of people looking to switch energy companies and it would be more aimed at families because the advert is set in your average family household and shows the mascot using lots of appliances that everyone can use. The target pyschographic for this advert would be mainstreamers because they tend to be quite domestic and favour family friendly brands and this advert is all about using energy in the home.  

http://m.youtube.com/watch?v=iCEQoCXJ_so

This Barclaycard advert is a part of a series of adverts featuring rollercoasters and slides that go through a city on a large scale.

The characeristic used in this advert are life style advert. This is because Barclays have used these slides and rolerciasters to show that you can wizz through life very easily when you have a barclaycard because they are so easy to use. These adverts feature catchy well known songs also, this is to make the advert more memorable and when you here the song it will remind you if that advert. 

The target demographic for this advert would be male and females most likely over the age of 16 because thats usually when you start getting bank cards. Its also a fun advert based around a guy on a rollercoaster which would appeal to the younger adults. The target pyschographic for this advert would be explorers because they like to indulge so this barclays card would appeal to them because its quick and fast so they can easily spend whilst they use it.