TV Advertising (Task 6)

Task: Answer the following questions using the ASA website.

1. Explain who regulates TV advertising in the UK?

The Advertising Standards Authority (ASA) are the UK's independent advertising regulator.

2. Explain the process of how to complain about a TV advert which you thought was offensive in some way. 

First and foremost, you must ensure that the advert you want to complain about is within their capacity. This means you'll have to check their list and see if the advert you want to complain about fits in any of them. To see the full list click here. This could include magazine and newspaper adverts.

Once you've ensured the advert is within boundaries, you can then submit your complaint either online, telephone, text-phone, or mail (letter).

They will then provide you with the name of the person that will be handling your case. This person will be your means of contact.

Rest assured, the names of those complaining will be kept confidential from the advertisers.

Depending on how major the mistake is, ASA can either resolve the issue quickly or, most dreadfully, in a long process otherwise known as - investigation. If the mistake is minor, ASA will request of the advertisers to tweak the advert ensuring the removal of that particular offensive content. If not, a formal investigation will take place.

A formal investigation includes a meeting with all those involved - yes, that includes the defendant too. The ASA council will have to rule on the matter. The complainant, advertiser and possibly broadcaster will be recruited for the dark hour (investigation).

The ASA council will then give both the advertiser and broadcaster a chance to prove their innocence by providing evidence of their claims and possibly justifying the offensive content. 

Towards this stage, the ASA council will be in a process of decision. They will lay out everything and consider all facts and decide whether the advert truly breached the Advertising Codes.

On a (Wicked) Wednesday, ASA unveils their rulings to the media.

Let's not forget about the much-deserved punishment. If it was ruled to be a breach of code, the advert is expected to be amended or worse - withdrawn. If none of the options are implemented, the ASA will see to it they do. Go Team ASA!

Celebrating too soon? Worry not, for the ASA team aims to be ethical in their ways. If the complainant or advertiser feels the ruling was misplaced, they can then request a review of a ruling through the Independent Review Procedure. 

3. Watch this controversial advert.

4. Explain what happens in the video.

"Bono, George Clooney, Jessica Alba, Idris Elba and more unite behind ONE's new campaign to help focus the world's attention again on the famine and food crisis in the Horn of Africa." *

* Extracted from the description box of the advert video.

All people mentioned above are shown saying the F word. All throughout the advert, this swear word is being censored. They are spurting information about the rising issue famine. How it's a man-made issue and whatnot. Also, how there is a solution that we can come together as ONE and fight against it. Y'know, that typical call for help when these celebrities have the money to "fight" against it whilst we average people are still struggling with taxes. 

5. Explain why this advert was banned.

Simple. It contained inappropriate language. Despite it being "censored" they actually included that taboo word. It breached the Advertising Codes by including inappropriate content. At first, you think they're swearing. Then then mention Famine - which starts with F. Then it has you thinking, oh so they were saying famine all along (inner thoughts - what dirty mind I must have). But soon enough, one of the celebrities says "are you beeping kidding me?!" 

6. Do you think the regulators were right to ban this advert? Back up your argument with clear points.

Yes, I think they made the right decision. Despite having the actual offensive term censored, it was obvious what it was. This is because once the man said "are you beeping kidding me?!", one's mind automatically replaces that beep with the offensive word. This specific term is used almost everywhere, including movies. Therefore, censoring it was unnecessary. In fact, including it was pointless. 

Using celebrities, whom young people look up to, and having them say that word is wrong. Saying it that easily would allow young people to think that this type of language is okay to use or that it makes you look cool (just like the celebrities).

More to the point, many parents would raise their children with caution in regards of the language they use at home; and all of a sudden, an advert pops up throwing the word in one too many times. 

Also, the cause of the campaign (advert) was a real-life issue, something you would want to seriously convey. Therefore, using that term all throughout made the advert that much more irresponsible. Rather than giving a vibe of seriousness, it gave a vibe of trying too hard to relate to viewers.

7. Summarise your main points. 

The ruling of the advert was spot-on. It breached the Advertising Codes by including inappropriate content, more specifically, inappropriate language (the F word). There are many reasons as to why it may affect people, more importantly young people, negatively. One of which is the idea of casually using this type of dialogue. Besides that, the advert failed at sending their desired message, which is to open eyes to a serious rising issue in Africa - famine. Rather, it made it look comical. 

TV Advertising (Task 4)

Task: Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used.

1. Vintage Barbie Commercial

• Product Name: Barbie
• USP: The fact that Barbie has changed

This advert uses childhood as its line of appeal. This is done by showing the latest Barbie doll being sold in stores. It appeals to young girls as they're interested in dolls. Moreover, the advert shows a close-up of the doll and explains her new 'exciting' features such as her long lashes. 

One of the persuasive techniques used was a rhetorical question: "Have you heard what's happened?" Directly after that they answer the question with: "Barbie's changed!" This appeals to young girls as they would want to get the newest doll ever. Throughout the entire advert, the information was given through a song. Again, this is something that would catch a girl's attention. This is because children have a really short attention span; therefore, using a melody to convey the message will, no doubt, appeal to them.

Its unique selling point is the fact that Barbie has changed. It informs girls their current Barbie dolls are outdated. For that reason, girls would be intrigued and interested in purchasing it.

Sellers target specific points that help stir something within people. For example, desires. This advert updates the girls on their dolls - their desires. They would want to update theirs to show off and play with. Therefore, it is very effective. 

Moreover, it mentions how they can swap their current Barbie's with the new one by going to the store and exchanging it. It does mention a small amount of money to be given in order to obtain the new Barbie. However, girls would be excited to exchange their Barbie's they wouldn't pay much attention to the price. 

2. John Lewis Christmas Advert

• Product Name: John Lewis
• USP: Complete Happy Family

This advert uses happy families as its line of appeal. This is done by showing a child who receives a penguin toy as a Christmas present. This toy symbolised the coming together of the boy's family as the penguin was a female brought to complete his male penguin toy. It depicted a complete happy family gathered to celebrate Christmas. 

Therefore, it showed how M&S has the power to make a family happy. Like this, viewers will become attracted to that notion as they aspire to become a happy family. Adverts tend to feed on desires and/or needs as their base line of appeal.

Moreover, they used a Christmas theme; something many people enjoy watching. Everytime Christmas approaches, people get excited and happy. This is because it's a season in which happiness bestows upon families and friends and brings together a sense of purpose and harmony. Many things are done in Christmas, like visitation of family or friends, events, parties, celebrations etc. It is a time in which people take a break from the long year and celebrate what has come.

Therefore, sharing people's happiness through an advert is a line of appeal in itself. It reinforces their excitement and anticipation for what is coming. In that way, potential consumers will have a purpose of purchasing products from that brand.

3. Marks and Spencers Christmas Advert

• Product Name: M&S Food
• USP: Good quality food

This advert uses rich luxurious lifestyles as its line of appeal. There are no words included; however, it shows moving images of both sweet and savoury foods. Some are in slow-motion which gives the viewer time to take in the beauty of it. The foods shown are of high quality thus promoting rich luxurious lifestyles.

One other thing is that it uses music to communicate that luxurious life. It was a classic soundtrack that was very effective; no words were needed. It communicated the quality of the food in a simple yet elegant manner.

Moreover, rather than advertising all of their store (as they sell clothes, shoes, cards etc.), they opted to focus on the food mostly. This is because it's a Christmas advert (as indicated in the title); therefore, food is the very thing that brings the family together at the table. When asked, most people include food as their favourite part of Christmas. Using food alone was a smart thing to do. Christmas is the one time where people can truly let go of their diet and lifestyle in order to indulge and treat themselves with tasty food. Therefore, their focus was a technique in itself as they targeted what most people desire - food.

TV Advertising (Task 2)

Task: Find examples of an advert which fit the persuasive techniques used. 

1. The Anecdote: Personal experience or story which is sold to us as proof.

KFC Christmas Advert 2014

At first, you see the words 'The boy who learnt to share'. Then you see shots of this young boy who is used to being selfish. When his little sister and him see the snow outside, they attempt to build snowmen. However, the boy had a bigger snowball as he took most of the snow. Another scene shows his mother being soaked from the rain because he handled the only umbrella they had. And so the shots continue until they order from KFC. He is shown hugging an entire bucket of chicken to himself until he sees his family sharing the food. So he offers his chicken to his little sister.

This simple anecdote shows the story of a young boy and how he enjoyed being selfish until his family shared their food which made him feel left out. Therefore, the moral of the story is that KFC helps bring the family together, and that is what most families thrive for every Christmas - a complete evening dinner with the family. The persuasive technique was used effectively as it targeted what most people desire - family connection. Therefore, an anecdote is useful when you want to relay a message in a smooth way. Stories captivate people, especially when it revolves around someone or something viewers relate to. 

2. Adjectives: Crisp, fresh, healthy, nutritious, etc. 

Birds Eye Advert 2011 

At first, a woman is seated on a restaurant table. Someone at a nearby table puts down their menu revealing a polar bear. He then says "Buonasera (good evening) Jennice. One night, fresh seafood, perfect. But this time tomorrow you'll be back in Bromley. It's okay, Emperor Prawns. They're plump, they're pink, they're juicy. It's like the holiday never ends. Ciao (goodbye) Jennice." He then waves at her and the woman waves back.

A simple advert that shows the viewer that once you get home it's the end of the seafood experience. That it's a one special night that may never be repeated thus not having the opportunity to eat seafood any time soon. Shortly after, he swiftly introduces Birds Eye Emperor Prawns and he continued to describe it with three main adjectives: plump, pink and juicy. The use of this persuasive technique is effective as it reinforces the visuals. In adverts, you would usually brush past how crispy or succulent something can look; however, when your attention is brought to it, you then begin to further envision how it would taste thus putting it into your conscious mind. 

3. Repetition: Key points, positives about the products, themes, etc.

Audrey Hepburn: Galaxy Chocolate Adver

This advert uses a recurring theme all throughout - vintage. They use the presence of Audrey Hepburn (classic actor) to their advantage. This is because not only does it show how Galaxy was loved back then, but also the Audrey Hepburn liked it. She's an admired actor in which many people look up to. Therefore, using her was effective. 

The theme proved to be effective as it was different than most of the adverts. This is because most adverts are based in modern times. So including a classic actor will most likely attract people's attention. There is this feel about classic days, a feel of honour of what people went through in order for us to continue living on in this world. Therefore, this theme relates to most people.

4. Statistics: Often presented as factually accurate but are a bit dubious at times.

Dettol Advert - Sunday Roast

At first, you see a mother preparing Christmas dinner. The children along with the father are waiting in the other room. When it was time to put the food on the table, the mother done exactly that - she placed the food directly onto the table rather on plates. When she called the family to dinner, they were perplexed and undoubtedly confused. Directly after that, the following statistic is presented in a voice-over:

"...And because it kills 99.9% of bacteria your surfaces are so clean you could eat your dinner off them."

This brand of product usually uses a specific statistic that isn't necessarily 100% true. This statistic is presented towards the end of the advert, as explained above.

Satistics are used to reassure potential consumers; what it does is that it reinforces the truth - for the most part. Consumers prefer to see the product's uses in order to be convinced. Therefore, adverts utilise its capabilities by including it.

By mentioning that it kills 99.9% of bacteria is close to 100% which provides the consumer a vision of possibly the most effective antibacterial spray out there.

5. Facts: A statement that is true and can be proven. 

Child Poverty in the UK (2014 TV Advert)

The advert shows a fairly old man talking directly to the camera (addressing the viewers) and explaining some facts in the UK. All throughout his speech, shots of young children are shown to either be starving or freezing from cold. You then hear him say:

"In the UK today, some people face a real choice between heating or eating... And that's not right." 

This charity advert uses a fact that enforces truth within it. Like this, viewers would empathise with the children of UK. Facts help support a point, as seen above. The fact is vague but effective; this is because viewers would empathise when they realise they cannot relate. Therefore, they would feel privileged not having that issue/dilemma. 

This advert enforces the technique of empathy and compassion. A useful technique to urge viewers into donating. Not only that, but rather than using a statistic (that may be factually accurate yet dubious at times) they opted for a real fact, as seen above. This helps show the viewers that hey are, in fact, purely promoting the campaign by telling the truth. Also, they get to the point rather than beating around the bush. They make their objective clear from the very beginning. This helps show that they are indeed in need of urgent support from people.

Therefore, using facts to promote campaigns specifically helps to make it more of a success.

TV Advertising (Task 5)

Task: Watch a series of adverts and identify as accurately as possible the target audience for each, provide a link and give explanations to back-up your conclusions about why the advert appeals to the specific demographic. 

1. Modern Birds: The ASUS Transformer Book T100

The target audience for this specific advert is from B to C2. This is because the product being promoted is not as pricey as a gadget would normally be. However, it doesn't appeal to the lower group as it requires of you to have an income that can be spent on it. This is because the product costs £299 which the employed can afford. Moreover, the birds in the advert were shown to be juggling their work and budget; therefore, the target audience excludes A. This is because they have enough money to not struggle with their budget. This advert also states the benefit of purchasing this product which is less time-consuming. Looking at the target audience, they would be interested as it would save them a lot of time in their work, possibly. Which, ultimately, improves their lifestyle by having not to work extra hours because of their 'old school' ways (as mentioned in the advert).

Other than social class, this advert is aimed at 30-55 year olds. This is because, they would be working full-time (mainly) whilst needing assistance with their daily work. Evidence of this is that the advert showed birds that are middle-aged, not old. Moreover, younger people would not be able to afford the gadget even if they're working part-time. This is because they would still be in education thus spending money on much-needed expenses leaving barely anything for such gadgets. Anyone older than 55 may not be interested in the product as the younger generation are more used to it than anyone; mainly because it was introduced in their time. Whereas, older people would still be hanging on to their old ways and what they grew up with. 

The gender in which the advert is targeted at would mainly be males. Not only does the voice-over (male) prove my point but also the animals that were shown to be working. All animals excluding the geese were males. This is because males are the main breadwinners within a family which means they are the main source of budget thus having the money to buy it. The geese were females shown to be shopping whilst the voice-over mentioned how if you monitored the expenses your family is spending, then you can afford the gadget. This enforces the fact that 90+% of women do the shopping for the family which, again, shows how the males are the main source of money. 

The targeted demographic would be the city. This is because the birds were shown to be wearing suits and having phones with them along with other gadgets. Living in a countryside, you wouldn't see such a thing. Moreover, most jobs that require gadgets are located in the city. Finally, this advert seemed to target heterosexuals.This is because all throughout you would see heterosexuals living their life. No special indication was included to show that homosexuals were the target.

2. Volkswagen Passat Advert

The main target audience for this advert is A. It's not difficult to identify as it shows the life of an upper class. The voice over also states how this one man riding the Passat has it all: the money, wealth and power. All throughout, the elegance of the ball reflected the elegance and worth of the car. Only the A class can afford to go to such balls with such an expensive and elegant car. Only the upper class live this lifestyle. The age in which the product is aimed at would have to be 35+. This is because the man headed back home to his family to watch a movie meaning he would be working successfully and success usually comes later in life.

The targeted gender seem to be males. Not only are they generally interested in cars but they tend to be the main breadwinners thus having their options open. Moreover, both the voice-over and the man used in the advert were males which makes it even more obvious who it's mainly aimed at. As for the demographic, it was in a city but in a more posh area where you would normally see other impressive cars. This is seen all throughout the advert in which the man was driving through clean and sleek streets.

In terms of lifestyle, I'd say it's targeted at those who are used to living this type of life. This is because all around there were rich people celebrating and wearing all sorts of expensive clothes and jewellery. This means that they live a life of elegance that includes cars. As for sexuality, it seemed to be aimed at heterosexuals. Despite not showing the man's partner, the ball in which the upper class people were in seemed to be heterosexuals. Women were close to men and vice versa. Moreover, the voice-over made it clear that the man in the car ditched the ball meaning he was invited thus relating him to heterosexuality.

3. British Airways Advert

The main target audience for this advert is A to C1. This is because it showed a man that was wearing a blazer along with a pair of jeans. This means that the blazer combines Classes A and B along with the jeans Class C1. Just by looking at what he's wearing, you can tell who it's aimed at mainly. Also, it showed how the people in the airplane looked and dressed well. As for age, it's aimed at 30-50. This is because the main man in the advert seemed to be in his thirties. Also, the people in the airplane were between that age group. This may be because that certain age are employed and are generally in good health to be travelling unlike older people who tend to be advised by their doctors not to travel. 

Despite having a man as a main character, it was targeted for both genders as the people in the airplane included both men and women. In terms of demographic, I would say it was targeted at those who live in the city. This is because city people tend to travel for different reasons. Airports are located away from the city (for space), however, mainly people from the city board this planes. Moreover, people in the plane looked to have gadgets which city life is all about. Living in a countryside, you wouldn't really be investing in such products due to the lack of its benefits. 

As for sexuality, I'd say it was targeted at everyone; not so much niche. This is because the main man in the advert didn't have a partner. Also, the other people in the plane were all sitting alone. This could have been done to indicate the flexibility of the offer. Finally, it was aimed at those who tend to travel a lot. This is because it focused on communicating the good engines behind the plane and the service provided such as comfortable chairs that could turn into beds. Therefore, this advert would appeal to those who travel a lot. 

TV Advertising (Task 3)

Task: Write a brief essay explaining the similarities and differences between the old and new toothpaste adverts.

[- Links -]

Old Toothpaste Advertisement

New Toothpaste Advertisement

Throughout the years, advertisements have changed as seen above. However, just by looking at all lists you can see that the similarities are more than the differences. This indicates unchanged ways within adverts. So in some sense, they infuse classic traits that, without a doubt, prove to be effective. 

The use of colours in the new ad as opposed to the old one may seem more effective; however, back then people were used to black and white just as we are used to colours. Therefore, the difference isn't as much as it seems to be. 

Similarly, the pace in both adverts differ; however, as the years pass by, people have become used to faster paced motion. Therefore, it doesn't make that much of a difference. This is because people back then would have been easily disorientated by the fast pace of today's adverts. Different times do, in fact, bring along different ways. 

Both adverts use dentists to assure the viewers/ potential consumers. The old advert mentions an ingredient (Sodium Ricinoleate) that is highly used by dentists to maintain a healthy gum. Before that you see a bar chart mentioning how the majority of tooth loss is caused by unhealthy gums rather than bad teeth. This immediately shows the consumer this toothpaste product is an ideal solution to their newly-found problem (risk of tooth loss caused by unhealthy gums). 

Similarly, the new advert mentioned how Colgate is the No. 1 brand of toothpaste used by dentists. Not only does it assure consumers, but it also shows them that professionals approve of it (the product). Like this, they know it's been used previously without issues. Therefore, they would feel comfortable in both buying and using it. 

If unnoticed, both adverts also use women. There are many reasons as to why they may have; however, judging from the fact that it hasn't changed in years, I'd say it's effective. Studies show that over 70% of women do the shopping for the family. Therefore, using a female would appeal to women. Also, both women were socially-constructed beauties; therefore, women would be interested in purchasing the product in order to become as attractive.

Repetition was used in both adverts. You would think it wouldn't be used in the new one but it is. Repetition can be irritating, but it can also weave information into people's minds. Usually, people ignore adverts out of boredom. This is because TV adverts are placed between intervals of programmes. Therefore, people would be frustrated from being interrupted. So a good way of keeping information in people's head is repetition. This method is also recommended for students to memorise information. As a result, potential consumers would remember the information nonetheless. 

Overall, advertisements use different techniques to appeal to potential consumers. Some techniques have been maintained throughout the years; whereas others haven't - for good reason, I'd say.

TV Advertising (Task 1)

1. Explain what TV advertising is.
TV advertising is the promotion of products, brands and/or charity that can appeal to the viewer. Some products are promoted specifically for the channel; for example, an advert regarding a movie that will be aired on a certain time. This usually makes the viewer turn back on that channel. Other adverts consist of product placement. For example, the promotion of Nikon cameras. Charity adverts are also considered to be TV advertisement. However, they are different in the sense that it pleads for the viewer's financial support etc. All in all, TV advertisements are the endorsement of products, brands and/or charity organisations.
2. View three different contemporary TV advertisements and list three characteristics. 

• Products

• Target Audience 

• Anecdote

The majority of adverts use products to promote. It is an essential factor in order to lure potential consumers. However, as mentioned earlier, not all TV adverts revolve around products, but rather charity. 
A target audience is crucial; this is because it helps construct an advert. When the target audience is identified, it is easier to plan and execute the advert. You will know what to focus on based on your target audiences' preferences and interests. In that way, both the advert and product will appeal to them.
Not all adverts include an anecdote, but many of them do. Not only does it engage potential consumers, but it also makes the advert flow smoothly. It helps to promote a product in an appealing manner. For example, using a sob-story to promote a toy usually does the trick. Showing an unhappy boy receiving a toy that turns his frown upside down reinforces the tradition of consuming to be happy.