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.