Report Structure Part one Codes and Conventions

Camera angle and shot

The camera angle and shot has been carefully used in the above advert, as we see the various shot to make it look a lot exciting. The above advert uses close up at 0:34 to show the facial expression this gives the audience a greater detail which means they can see expression of the people. Another shot we see is long shot at 0:43 this is so that they can show the scene and it would allow the audience to understand where the advert is taking place, the long shot also allows the audience to see the action on the screen as we see the security guard dance, this adds humor to the advert.

Iconography

Iconography in the advert would be when we the security guard start to dance at 0.19 sec this is ionic as the audience assume that security guard is going to be serious as we do not expect the guard to be dancing around, this also adds humor to the advert which means it makes the audience laugh. 

Editing

Editing is very fast throughout in this advert above as you can see at 0:02 the advert changes the shots a lot which means they are trying to show a lot more content and give the audience greater detail as this would allow the audience to understand what the advert is about and what it is happening. I guess the fast pace of editing makes it more entertaining for the audience to watch because some of the audience change the channel if the advert is dragging, by having it fast means that the audience are more attracted to watch it.  

Lighting

Lighting is natural as they have recorded all the scenes outside which means no other lighting was needed. As you can see natural lighting is being used 0:23 because we see them outside with a bunch of people as the president is going to give a speech. The lighting is bright as it connotes a happy environment, this makes it a lot more entertaining and interesting. 

Sound

Sound is very clear as the sound is important and it makes it very realistic as well, in this advert they use voice over at 0:50 because we here them say the slogan of the company. Also they make it a lot more realistic when we see a crowd of people and then there is a cheering sound this makes the advert more interesting to watch and it allows the audience relate to that specific moment.

Music

The music in this advert is very important as it creates a specific mood which makes the audience watch the whole of the advert for example at 0:21 it's catches the audience attentions and i think the specific music which is used creates a fun and it gets the audience at home to get in the same spirit and by doing this it makes the audience remember the advertising company as it will be a catchy music.

Computer graphics

Computer graphics is not used as much in this advert because all the content is shot in real life we see the computer graphics being used at 0:51 when we see the logo and slogan appear on the advert, this is used so that it allows the audience to know what company is advertising. 

Special effects (SFX)

There are not any special effects used in this above add as all the footage has been recorded in real life so not special effect would be needed

Camera angle and shot

Camera angle and shot been thought very carefully as you can see at they have various shots which have different purpose for example i like how when the little girl looks in the microscope the camera shot is zoomed in, this is at 0:15 this allows to make it a lot realistic for the audience to watch, this makes the audience watch it more as they are interested and fascinated.

Iconography

Iconography in this advert at 0:40 we see the little girl can see the who is living in the moon but in real life you would not be able to actually see that, by doing this makes the advert more imaginative whereas the above advert is more real life situation. Iconography makes the advert interesting and exciting as it helps the audience relate to the advert.

Editing

Editing has been used in this advert to make sure there is a good flow and also they have edited specific clips for example at 0:16 we see them show a telescope effect this has been done when they were editing, by doing this they make the advert more realistic and it will make the audience watch the whole of the advert as they are keen on watching it.

Lighting

Lighting in this advert is very important as they create a specific theme of lighting by this i mean they set it in the night so they cannot use to much artificial light as it will make it bright which will make it look like daylight. Lighting at 1:09 is artificial as that is a scene created with special effects as you cannot go on the moon, by doing this it helps them make sure that the audience are amazed and it makes them watch the whole advert.

Sound

Sound is used in this advert above very carefully as it creates a specific moment. for example at 0:26 we see the facial expression matches the sound as we hear a magical voice when the little girls facial expression is shocked, this shows us that the sound has been carefully used and this makes it easier for the audience to understand and as the sound matches the action. 

Music

Music has been used significantly in this advert as you can hear there is music throughout the whole of the advert, by doing this it means that they it is more amusing for the audience and they are more keen on watching the whole of the advert as it will be more entertaining because without the music it would be boring as you do not get the same feel.

Computer graphics

There is not much computer graphics in this above advert as you can see they use the computer graphics at 1:56 as they have messages which they want to share and it helps make the company look caring and it also tells the audience how they can communicate to the business as the graphics states 'phone,online and instore'. Computer graphics allow company to give greater detail.

Special effects (SFX)

Special effects have been used in this above advert as you can see that the all the scene on the moon, for example at 0:25 when we see the person on the moon this has been done by using special effects as it is not possible. By using special effects it makes it more special and fun to watch for the audience and it allows the company advertising to show their creativeness.

Advertising Standards Authority and Ofcom

1.What is the background of the ASA?

(When did they start? Who did they replace?)

Committee of Advertising Practice known as CAP started in 1961, they were the advertising authority at the time but then later were replaced by Advertising Standard Authority  in 1962, they both were regulating adverts to check if the were appropriate for the specific audience. 

2.What is the role of the ASA in the regulation of advertisements?

( what types of adverts do they regulate? How are they funded?)

ASA regulate all types of advert as they are the advertising authority which means they check all the adverts. ASA is funded by advertisers which want to get adverts checked or want to make sure that any unsuitable adverts are on television, ASA is not government funded which means they can offer free service to the tax payers. 

3.What is the legal standing of the ASA in relation to Ofcom?

( what power do the ASA have? What can happen to advertisers who break the rules? What do Ofcom still manage the day to day running of?)

ASA have the power to check any adverts they get a compliant to check if it complains with advertising codes. ASA have the power to ban adverts or if the advertising company is willing to change the advert ASA will give recommendation based  on the advertising codes. Advertises can gain a bad publicity as they may have less viewers as they are not protecting the public , also some advertisers may get a fine or even worse they may ban the advert this is a last result. There is a statutory duty placed on Ofcom to maintain standards in broadcast advertising, to check if they complain with the regulations. 

4. What are the procedures of the organisation?

( how do you make a complaint? What happens when you complain? What do they use to judge your complaint? How else do they regulate ad’s)

To make a compliant to ASA you need can contact them by online compliant form, telephone and write to them. First you have to see if you're compliant is covered by ASA, you check their regulations online, they use the regulation to check if the advert has broken and of the regulation which you may have complained about. You will then receive the name of the person who is handling you're complaint, they will give you all the contact detail of the investigator.

5.What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?

CAP Codes

15.6 "Licensed characters and celebrities popular with children may present factual and relevant generic statements about nutrition, safety education or similar.” if i do want to present facts about the product to the target audience i will need to have licensed characters, this is something i would need to consider when planning my advert.

32.3 "Do not be mis-leading during the advert" This code will effect me as i now need to make sure that all my facts are from the right source and double check because if it mis-leading it can lead to my advert being removed, also i can not make up things which it does not actually do. 

Q6 Choose at least 4 TV Advertising case studies of (two) problematic food and soft drink advertising and (two) children and advertising

This above advert has been considered as an problematic drink advert due to the fact that the audience believed that the information which was in this advert as it clearly said that coke allowed you to spend extra time and lose calories due to it allowing you to be more active and according to coca cola they thought you can lose up to 139 calroise as it makes you more active the audience this is not truthful and it does not tell you the bad effect like the fact that sugar intake or caffeine which can make you hyper this can have bad effects to health.

This is another problematical drink advert as we see the actors being slapped around which can effect them as it says on the ASA guideline that you cannot have imitable behavior which can allow the young audience to copy that kind of behave for example in the video we see the actors being slapped when they drink tango this can effect young audience as they may think it is right to slap people in public this is very misleading. 

This is another advert which is a problematic advert due to the message behind the advert, the action of this advert gives the audience a wrong message for example in the above advert we see the girl actor and Doritos are in a relationship and then we see the packet of crisp get on top of the girl and the audio matches the real life action of a sexual intercourse and then we see the packet of Doritos pop which is aimed towards the sexual intercourse.

The above advert is a sausage advert and we see a female who is dressed to seduce the audience as she wears bare amount of clothes which gets the audience attention. Why this advert is problematic food advert is that we see it gets sexual this is not acceptable due to the guideline of ASA and we see the action at 0.26 when the female actress slowly touches her leg and the fact the camera focuses on the middle section of the body show us the nudity and it clearly says that is not acceptable unless is it is mild nudity but the content in this advert is not.

Style

Style 

Humorous 

The style used in this advert is humorous as it makes the audience laugh or smile, the advert below makes the audience laugh and smile because we see the panda speak with a funny accent at 0:04 sec this makes the audience laugh and we see that the panda speaking is very unusual because animals do not speak this is another reason. Also another reason it is humorous is the music in the background at 0.26 sec it makes the audience smile and happy because it is very upbeat. This has an impact on the audience as it makes it more funny this will make the audience laugh and remember the advert.

Surreal 

Surreal is very similar to other humorous adverts as it has the element of comedy in the adverts, the below advert is surreal as surreal adverts are more energetic and contain more action the below advert contains all these features as at 0:09 sec we start to see the child dance very energetically, this shows us surreal. A similar element we start to see throughout the surreal advert is that they are more like skits rather than adverts as they have a lot of action in them. This has an impact on the audience that it makes it a lot more enjoyable to watch and entertaining. 

Dramatic

Dramatic adverts are advert which have a lot more tension by this i mean that it makes the audience more tensed, many adverts to this with music or the action which goes on the screen. The below advert is very dramatic as you can see the action which goes on at 0:09 second, you can see that on their face it is very dramatic because they are pushing and the look on the face shows us there going through a difficult time and at 0:12 sec we hear the background music which is dramatic this builds a lot of attention for the audience but at the end we start to see that the resolution of all the problem was the computer. This has an impact on the audience as it makes it more suspenseful.

Parody

Parody is when the advert copies another advert which was done, however they may change it slightly but the concept will be the same. The below advert is a parody because at 0:15 second we see a man looking through a telescope this is the same thing which M&S had in their advert this tells us that both are similar. The impact this has on the audience is that they may remember more and also it may be a really good idea which they had, this may get more customers.

Form

Form 

Realist narrative 

Realist narrative is when the product has been shown in use in real life, this is done so that the audience can realate by doing this it may lead to the customers making the purchase. The below advert shows us the product in use as you can see at 0:23 second it is shown the celling is dirty and then we see by using the flash cloth it makes it white this tells us the purpose and has a big impact on the audience because it may be a situation which they have been in this may lead to them going a purchasing the product.

Anti realist

Anti realist is basically just the opposite of a realist narrative, by this i mean that anti realist is not a real life situation, for example in the below advert we see that the is a bear in the advert at 0:13 seconds this is very weird and will not happen in real life, this is why it is ant realist. This impacts the audience because it allows them to imagine being in that position and they might think the of the advert as it is very memorable because of the bear in the advert.

Animation

Animation is when none of the elements are recorded footage from real life and it contains cartoon figures, animation allow business to make their adverts more creative the below advert is for coco pops, this is a very popular advert and we see the monkey feature in it and then we see at 0:05 second them in the bus going through imaginary forest which has been created using graphics and special animation features. This impacts their audience as there aiming towards the younger audience, this makes it appeal to them as young age audience like to watch cartoon so it makes a lot of sense them having cartoon characters in the advert.

Documentary 

Documentary adverts are more documentary based by this i mean it allows the audience to get more information about the products, for example at 0.10 seconds we see that the person who has Lucazade is more energetic and powerful, this suggest that Lucazade gives more power this means that audience can see what the benefit of the product is, This impacts the audience as it tell the audience what the Lucazade does.

Talking heads 

Talking heads is when we start to see the customers speak about the products saying the benefits, this is like a mini review which highlights the product, the below video is an example because we see the person reviewing the product for example at 0:02 we see the person featured in the advert called Terry Crews say that ' Old spice shaving machine take every hair from the face' this is basically a mini review as he tells his opinion. This has a impact on the customers because this makes the customers more keen to purchase the product they wanted.

Standalone 

Standalone is when they use different celebrity endorsement for each advert, for example we see Mr Bean only appear for one of the snickers advert, we see Mr Bean come in at 0:32 seconds. celebrity endorsements more popular and we it makes it more successful in a way because more people will remember it. This has an impact on the audience because a lot of the audience want things which celebrities have this means they'll buy snickers.  

Series 

Series is when the a character is used throughout the adverts that are created for that specific products, for example James Bond stars in many of the dairy milk tray as you can see below the video is one of James Bond advert for dairy milk at 0:03 second we see James Bond, in the other advert he would be in a different situation but it had a lot of drama and action because his films are like that. The impact it has on the audience is that they will be more keen to buy the product and it gets the product associated with a specific celebrity. 

Advertising Techniques

Overt 

Overt is another technique which advertisers use, its when the advert tells you physically what it does, by this i mean that it would clearly state the advantage. An example of a overt advert would be the above Kinder advert as it clearly states that it has been invented for kids at 0:28 this means that the advert tells the audience clearly who the target audience are, this means that this chocolate is for children.

Hidden

Hidden is another technique which advertisers use, its when the advert does not give a obvious message to the audience, by this i mean it sending a message indirectly. An example of a hidden would be the Lucozade advert above, as you can see throughout the whole advert it does not physically tell the audience what the benefit of the drink but at  0:32 we see the actor has the drink they are very energetic and then they jump in the air, this tells us that Lucozade gives you energy.

Emotional

Emotional is another technique which advertisers use to guilt the audience in to buying the product or they may use different emotions for different. An example of this will be the above advert which has been made by dog trust as you can see they have an emotional effect for example at 0.40 we see the dog upset then at 0:50 we see the dog happy as someone is caring, this has an effect on the audience as they good be the reason why another dog is happy this is why this advert may make the audience actually sponsor a dog. 

Another emotional advert is above this advert is made by a charity called Barnado's, as you can see from the advert we get to see the bad lifestyle they had, by seeing the bad lifestyle it makes the audience upset and they know the only way they can help is by donating money to Barnado's. A specififc time where it gets emotionally upsetting is at 0:53 when we hear that the same person who is sucessful was in care and used to get in trouble a lot as a kid but thanks to Barnardo's they have a job and a family this shows the work which Barnardo's is effective as it helped many people this makes the audience donate to the charity.

Celebrity Endorsement 

Celebrity endorsement is another technique which advertisers use, it's when they have a actor who is known or famous for something, this can reflect on the brand of the product. An example of this would be in the above advert for Heineken as we see a famous star called Daniel Craig stars the advert, Daniel Craig is known to have played as James Bond which is known worldwide and we see him first at 0:04 by showing him first it gets the audiences attention and it leads to them focusing more. Heineken are very smart as they use the soundtrack which is used in the film that Daniel Craig stars in this is how it confirms he is a celebrity. By doing this it means them getting more customers as they are more people watching the advert.

Advertising Characteristics

Haribo Starmix Advert 

Benefits offered

• One benefit of this advert to the audience is that by having Hairbo it will make you feel younger because at 00;03 we see the voice of the actors change and they look professional in the advert as they are at work or in a meeting usually it would have been very professional, this is a very effective way of advertising as it will appeal to all audiences because the have the older audience in it and then they have children voice so it appeals to a range of audiences this means more people purchasing haribo's. 
• Another benefit of the product is that the product benefit the audience as it allows the audience to take a break from work as we see at 0.22 sec we see that the employee is playing with the haribo it shows that you can take it a break as it gets stressful when your working.

Advantages over other similar products

• This product has advantages over other similar products as this products allows you to go back to the childhood as we see them speak and play like a children, this is why haribo follow the same convention as you see in other adverts the scene changes but we see the voice of the actor changes to a child always. 
• Also we see that haribo's can change anyone, even professional business people can change after having haribo's, this is advantage as haribo is claiming that no other sweets can do that. 

USP

• Haribo unique selling point is their name is known for being number one sweet company, Haribo does not really have any competitors as they are dominates in that industry and the do not need to advertise the fact that the are number one because the brand is that well known. 

Lifestyle appeal

• Haribo have advertised really well because, there advert can be aimed at every lifestyle as they have used adult characters and then inputted children's voice this makes it appeal to everyone, also we see that the advertise shows professional workers this means it's aimed at everyone even the business people.

Brand identity

• Brand identity for Haribo is very important as we see that haribo tries make their adverts look fun and full of excitement as we see from the above advert, we know that their brand identity as Haribo is a established brand and by people seeing the packaging we know that it's Haribo. 
• Another brand identity Haribo have is that Haribo sweets are a nostalgic throwback to the childhood as it may remind of you of childhood when you are having the sweets.

Benefits offered

• Benefits offered from this product is that snickers makes you more of a man because at 0.37 sec we see the Mr Tee throw snickers and say grow some nuts and then we see the character jump in the pool as their confidence has raised, this suggest that the snickers raises confidence. 
• Another benefit we see is that it suggest you can be strong like the celebrity who is in the advert,people may purchase snickers as they want to be like Mr Tee, this means snicker advertise being more effective.

Advantages over other similar products

• Advantages over other brand is that snickers have a celebrity endorsement this means them having the upper hand from other chocolates brands and also we see that the advert is very entertaining as you can see it looks like a film as we see the helicopter approaches at 0:12 sec, this means the audience watching the whole advert because it is very entertaining, this can lead to more people purchasing snickers chocolates.

USP

• Snickers unique selling point is that the snickers gives you more power to do things which you fear and also the other unique selling point is that many of their adverts star celebrities this tells us they like to have famous people in their adverts as they want it to be different from their competitors for example in another advert their have another famous person called Mr Bean, this shows that they like to use famous characters. 

Lifestyle appeal

• Snickers do not necessarily aim it towards a specific lifestyle appeal but we see that it may be aimed at everyone as they do not have any convention that aim it towards everyone, also we here Mr Tee's theme song at 0.15 sec this may suggest that it is aimed at the older audience as they may remember the theme song but the younger audience wouldn't.

Brand identity

• Brand identity for snickers is that they want to relate the products to celebrity, by this i mean celebrity endorsement as most of the adverts, this is because they want the brand to be associated with the celebrity, by doing this they can get the celebrity fans to purchase snickers this is very good tactic.  

10 Memorable Adverts

Memorable Adverts 

What makes it memorable

This advert is for an insurance comparison website, what makes it memorable is that the advert has song which is sung by the actor, this song is very irritating as they want the audiecne to remember the advert and when they are looking for insurance they'll go to go compare as they know there a comparison website.

How effective it is in selling the product to a specific audience

This advert is very effective as it gives a clear understanding to the audience what the advetising company deals with because the taxi driver asks the specific question to the passenger it answers all questions which the audience is thinking at home, This advert aims at more older audience i believe as we see an older person driving, however as we see the actor driving it may aim towards car drivers as they need car insurance.

Technical element

There is not many technical element as all the scenes are in the taxi, which means them not being able to use a lot of technical elements, however they use a range of shots and make it look vibrant as they have shots from the outside of the taxis.

What makes it memorable

What makes this advert very memorable is the fact that we see the most unusual people dancing, the audience does not expect them to dance but they do, this is why it is very memorable and it also makes it a lot more unique as i have not seen other adverts which contain the same plot.

How effective it is in selling the product to a specific audience

i think it's very effective as it does make the audience remember the company we associate the advert at the end, however i think at the same time the dance battle doesn't reflect on a specific audience or their company as they are a comparison website but i think they are trying to show that you can save and win buy using their comparison website.

Technical element

Technical element on these are very strong as they have a range on camera shots and also the background music is very upbeat which keeps the interest of the audience as they continue on watching the advert. 

What makes it memorable

what makes this advet memorable is the fact that the main actors are animal rather than being human, this is very different from others and also the slogan is very memorable as they say compare the meerkat the irony is that they are actually meerkat.

How effective it is in selling the product to a specific audience

The advert is very effective because they show the deals which they offer when you use their service and also it attracts customers like the 2 for 1 cinema tickets. i do not think they are aiming towards a specific audience but i think it may be the younger audience as they are offering deals for cinema, this is a place where the young audience often go.

Technical element

I think they had a lot of technical elements as it was animation, this means a lot of time was needed and it was edited to high standards as they're aren't any faults, also the background sound makes it sound like a film and also the editing has made it look like a short film.

What makes it memorable

What makes this advert memorable is the fact that we see a group of Chinese ninjas on a mission then we see a famous actor staring in it and then at the end we see him change to a monk.

How effective it is in selling the product to a specific audience

i think it doesn't effectively aim a specific audience as we see a range of people star in the advert and also i do not think that advert aims at specific gender.

Technical element

Technical strength is that the advert background noise makes it sound like a film and i think thats what the advert was aiming towards and also they use great camera techniques and shots. 

What makes it memorable

What makes this advert memorable is the fact that it is very eye catching as they use vibrant colours which make the audience know it is M&S and they associate M&S with the high quality products.

How effective it is in selling the product to a specific audience

I think this advert aim towards a range of audience rather than being specific, by this i mean that the advert is made for everyone not for a particular audience, this gives M&S more chances to gain customers.

Technical element

Technical strengths is that the quality of the advert is very high quality this means the interpreting that the products are aswell. Also i believe the graphics used show that it is very professional and also the music used in the background is upbeat and makes people remember the advert because of the background music.

What makes it memorable

What make this advert memorable is that everything the actor touches turns to skittles, this is very unique and also it's memorable as the all the products turn to skittles, this makes them remember skittles when there in the candy shop.

How effective it is in selling the product to a specific audience

I would say this advert is not very effect aiming at specific audience as there aren't many elements which people can relate to. However they may aim at specific audience with the characters being used.

Technical element

Technical strengths were that they used different camera angles and shots, for example they zoom in and out at the beginning of the advert. Also we editing was done to high standard as  it is very difficult to edit precisely because they had to make the skittles look very realistic. 

What makes it memorable

what makes this advert memorable is the fact that the children are doing weird things with the eyebrows and also this is very different compared to other adverts and the advert is very unusual. 

How effective it is in selling the product to a specific audience

i think it's very effective aiming towards a specific gender because they use their target audience in the advert because we see children star in the advert and also the music in the background is very upbeat, this attracts the target audience.

Technical element

Technical strengths is that the music used is very upbeat and jolly this keeps the target audience attracted and entertained. Also they use variety of camera shots from close ups to long shots.

What makes it memorable

What makes this advert memorable is that the advert has an unusual content,like the gorilla playing the instrument, this is very different as the audience expect an human.rather than an animal doing that. 

How effective it is in selling the product to a specific audience

i think it's very effective selling towards a specific audience because they use music which really appeals to the younger audience as the music is very fun and vibrant.

Technical element

Technical strength is that the editing is done up to a high standard as most of it is graphics as it would be very difficult to actually have a gorilla playing an instrument. Also they have a lot of camera angles and shots which give the audience a lot of detail. 

What makes it memorable

What makes this advert memorable is the fact that it is like a story explained and it also has great detail as there is narration and also we see them allow the audience to pick sides of which chocolate they like better.

How effective it is in selling the product to a specific audience

The advert i believe aims to everyone as we do not see specific elements which appeal to a specific audience and also i think its a positive as they can gain more customers as they appeal to everyone.

Technical element

There is a lot of technical strengths in this advert, one would be that they made the advert look like a story as there're seems to be a narrator in the advert explaining the story.Another technical strength was the camera angles and shots they used as it was at professional level as the shots are precise and in detail.

What makes it memorable

What makes this advert memorable is the fact that the actors a grown adults but have child voices,this may signify that it's aimed at all ages as the have adults in the sweet advert.

How effective it is in selling the product to a specific audience

The product i believe is very effective as Haribo sweets are aimed at everyone and by using adult characters it aims it at the young and older the audience.

Technical element

Technical strengths of this advert is the camera as they had different shots from different angles and it looks professionally edited as they had to input the children voice which meant them having to be precise with time as it has to be on time.