Books
“AS Media Studies: The Essential Introduction Second Edfition. Philip Rayner, Peter wall and Stephen Kruger.” “Part 4: Three Case Studies. Case Study 2: advertising and marketing.” Routledge 2005. ISBN 0-415-32966-3
“GCSE Media Studies. Editors Colin Bulman, Vivienne Clrk, Richard Harvey, Richard Horsman, Tim Leadbeater, Eileen lewis and William Malyszko.” “Pages 62-3, 64-7 73-4, 151-2, 173. Longman 2005. ISBN 0-582-32833-0.
“The Media: An Introduction Edited by Adam Briggs and Paul Cobley.” “Chapter 17 Audience research by Ray Kent”. Longman 2002. ISBN 0-582-42346-5
“The Media Magazine. The English and Media Centre.” “Analysing Still-image adverts: Reading Lynx by Mark Ramey”. Issue 45 / September 2013. ISSN 1478-8616
“The Media Magazine. The English and Media Centre.” “How I make things. Garth Jennings on making a TV commercial”. Issue 39 / February 2012. ISSN 1478-8616
Internet
“Advertising | How to Advertise on Channel 4 and its platforms”: http://www.channel4sales.com/advertising.
“Viewing data”: Broadcasters Audience Research Board http://www.barb.co.uk/ www.barb.co.uk/viewing
“Five controversial TV and internet ads – video” - The Guardian www.theguardian.com › News › Media › Ad break :
http://www.theguardian.com/media/video/2013/jun/20/five-controversial-tv-internet-ads-video
“ThinkboxBrandIdentity." http://www.thinkbox.tv/server/show/nav.1428
“Advertising Standards Authority”: http://www.asa.org.uk/
YouTube
https://www.youtube.com/watch?v=bdpJKDV3ZPQ
https://www.youtube.com/watch?v=ExRg8m38rug
https://www.youtube.com/watch?v=48FoUoA_ocs
https://www.youtube.com/watch?v=38tbTCYhrno
https://www.youtube.com/watch?v=BQnZyUvePGg
https://www.youtube.com/watch?time_continue=1&v=-YKlr1Sq-jE
https://www.youtube.com/watch?v=75VpOGcotlU
https://www.youtube.com/watch?v=40DykbPa4Lc
https://www.youtube.com/watch?v=SjQZvSr5DcA
https://www.youtube.com/watch?v=Hmn5XN1QfaE
https://www.youtube.com/watch?v=c-lqo8bkMc0
https://www.youtube.com/watch?v=xnd0CAloRHo&ebc=ANyPxKr4v8e7Ms0hPBAz9bnsDI9SRZclvQNw-HXKn31Ozrhw1JU_vTag23bb0uup4Qqo-aH1nozMzSagBDelaykkvqs2lzDgCg
https://www.youtube.com/watch?v=Njlml_L2Bok
https://www.youtube.com/watch?v=y1yNyhuuVaI
https://www.youtube.com/watch?v=0nBxcMImubk
https://www.youtube.com/watch?v=2JnYcuRW_qo
https://www.youtube.com/watch?v=ispFw6THxtg
https://www.youtube.com/watch?v=w0xbODE6VLc
Thursday 31 December 2015
AS1-Task Eight:Sources of Information in Advertising
Before starting to produce a new advertising campaign clients and agencies in the advertising industry gather information on television ratings, programme profiles, rate cards and online advertisers information packs.
Information on television ratings can be found by BARB and there key strength is that they are able to find out the ratings of television shows to see which of those shows are likely to be very popular. So once BARB acknowledge the certain shows which are popular and then there objective is to decide which is the best slot to place the advert. Thus the whole information ratings is useful because it will allow the industry to have no or the least amount of things that could have been over sighted.
Secondly, programme profiles are a breakdown of who watches the programmes. It is useful to an advertiser because specific programmes can be targeted with any form of appropriate ads. For example an could be on before or after a show such as Downton Abbey, which is aimed at women who are fifty and over. Another example is of football for men.
Thirdly, rate cards are documents containing information about the costing spent to place an advertisement on television. A further point is that the rate for Coronation Street is much more expensive than a minority programme shown at an unsocial hour. As well as this due to the cost being a significant factor, there are tv advertising agencies that help with reaching out to the target audience. So it becomes useful for advertising companies to be recognised. These small advertising companies get there recognition by support being bought from services, to assist in having a sustainable growth through low costs.
Finally, there are many other online advertisers information packs but one website that I found is Channel4Sales. The information the website contains is the following; airtime, sponsorship, commercial development, content solutions, digital, news to tv and current campaigns whose ads would be shown. Airtime is when adverts get placed in between programmes, yet the least amount of time that the ads will be shown for is five seconds and the longest is a hundred and twenty seconds. This is useful as it allows for the audience to view a brand which has audio and visual to increase the awareness in as little time period. Sponsorship is a bit different from airtime as sponsorship makes a brand rise to fame instantly, therefore the usefulness of sponsoring is that the audience can feel as well as realise that their input was used in making the final outcome of the ad. In addition to get across the message of these advertising campaigns the sponsorship happens by live events, competition etc.
Information on television ratings can be found by BARB and there key strength is that they are able to find out the ratings of television shows to see which of those shows are likely to be very popular. So once BARB acknowledge the certain shows which are popular and then there objective is to decide which is the best slot to place the advert. Thus the whole information ratings is useful because it will allow the industry to have no or the least amount of things that could have been over sighted.
Secondly, programme profiles are a breakdown of who watches the programmes. It is useful to an advertiser because specific programmes can be targeted with any form of appropriate ads. For example an could be on before or after a show such as Downton Abbey, which is aimed at women who are fifty and over. Another example is of football for men.
AS1-Task Seven:Audience Information
It is useful for advertisers to study audiences carefully because the audience is far too important of a concept in media studies. Also every media text we may see are due to us being the audience in mind to receive as well as who will be able to understand some of it, this is why the advertisers need to know what happens when an audience gets the media text. Therefore, the producers will be able to make some money out of the audience but this generally does not happen always.
Furthermore, the audiences are divided into five groups which are labelled as standard occupational classification which advertising companies sometimes call social grade, psychographics (a common attitude), geodemographics (where they live?), age and gender. Despite standard occupational classification being one of the five groups there are labels for this group. So this consists of 'A' being Top management, bankers, lawyers, doctors and other highly salaried professions. Then 'B' is a middle management, teachers, many creatives for example graphic designers. 'C' has office supervisors, junior managers, nurses, specialists clerical staff etc. 'D' is a white collar including skilled workers, tradespersons, label 'E' which is the blue collar. The blue collar has semi skilled and unskilled manual workers. Therefore, this leaves us with the last label being 'F' and this has unemployed people, students, pensioners and casual workers. Moreover psychographics is a study of personality, values, attitudes, interests and lifestyles because this area of research focuses on IAO which stands for interests, activities and opinions someone has about something. Additionally, geodemographics are divided because of two main principles. The first principle is that as there are people who are living in the same neighbourhood they have similar characteristics therefore rather than choosing two individuals at random, it will be a variety of people from a neighbourhood who can be categorised. This is why the second principle links in to the neighbourhood being categorised in terms of the containing the population, and it could make two neighbourhoods be placed into the same categories. It is due to the fact that even though some of the people are going to be similar, they are still widely separated. Lastly, age and gender are considered to be able to know if the advert should be amusing/serious for people for example teenagers or adults. The reason the producers need to find out particular information is so that they do not spend a lot of time and money into making an ad that a few or no one will watch.
It is important to identify certain sections of the audience when carrying out market research as it gives them an idea to what the incentives are and barriers of advertising. To be able to reach out to the audience it would be good to place the adverts either before/after a selected TV programme. The usefulness of the psychographics means that there will be an oversight of what thoughts they have for example the things they like or dislike.
In addition, the information about the audience is gathered by BARB and this is an acronym of Broadcasters' Audience Research Board. BARB is a standard television audience measurement service who provide information to broadcasters and the advertising industry. Since 1981, BARB have been owned by the BBC, ITV, Channel 4/5, BSkyB and IPA which stands for institute of practitioners in advertising. Additionally, IPA is not a profited company which is limited by guarantee. Currently BARB have roughly 5100 homes participating in the panel, where there is a box that registers the exact programmes that are being viewed. So when the programme is being watched a panellist detects who is present in the room, by pressing a button a remote handset. BARB are able to measure the views if someone from the age of four and above is watching longer than thirty seconds to allow the ratings to compute. The more the numbers are for BARB indicates that they will be able to advertise even more ads on television stations.
Furthermore, the audiences are divided into five groups which are labelled as standard occupational classification which advertising companies sometimes call social grade, psychographics (a common attitude), geodemographics (where they live?), age and gender. Despite standard occupational classification being one of the five groups there are labels for this group. So this consists of 'A' being Top management, bankers, lawyers, doctors and other highly salaried professions. Then 'B' is a middle management, teachers, many creatives for example graphic designers. 'C' has office supervisors, junior managers, nurses, specialists clerical staff etc. 'D' is a white collar including skilled workers, tradespersons, label 'E' which is the blue collar. The blue collar has semi skilled and unskilled manual workers. Therefore, this leaves us with the last label being 'F' and this has unemployed people, students, pensioners and casual workers. Moreover psychographics is a study of personality, values, attitudes, interests and lifestyles because this area of research focuses on IAO which stands for interests, activities and opinions someone has about something. Additionally, geodemographics are divided because of two main principles. The first principle is that as there are people who are living in the same neighbourhood they have similar characteristics therefore rather than choosing two individuals at random, it will be a variety of people from a neighbourhood who can be categorised. This is why the second principle links in to the neighbourhood being categorised in terms of the containing the population, and it could make two neighbourhoods be placed into the same categories. It is due to the fact that even though some of the people are going to be similar, they are still widely separated. Lastly, age and gender are considered to be able to know if the advert should be amusing/serious for people for example teenagers or adults. The reason the producers need to find out particular information is so that they do not spend a lot of time and money into making an ad that a few or no one will watch.
It is important to identify certain sections of the audience when carrying out market research as it gives them an idea to what the incentives are and barriers of advertising. To be able to reach out to the audience it would be good to place the adverts either before/after a selected TV programme. The usefulness of the psychographics means that there will be an oversight of what thoughts they have for example the things they like or dislike.
In addition, the information about the audience is gathered by BARB and this is an acronym of Broadcasters' Audience Research Board. BARB is a standard television audience measurement service who provide information to broadcasters and the advertising industry. Since 1981, BARB have been owned by the BBC, ITV, Channel 4/5, BSkyB and IPA which stands for institute of practitioners in advertising. Additionally, IPA is not a profited company which is limited by guarantee. Currently BARB have roughly 5100 homes participating in the panel, where there is a box that registers the exact programmes that are being viewed. So when the programme is being watched a panellist detects who is present in the room, by pressing a button a remote handset. BARB are able to measure the views if someone from the age of four and above is watching longer than thirty seconds to allow the ratings to compute. The more the numbers are for BARB indicates that they will be able to advertise even more ads on television stations.
Thursday 17 December 2015
AS1-Task Six:Methods of Research
It is important to conduct research before starting to plan for a new advertising campaign, because it roughly gives an outline of the types of people who use the product. In addition, it helps in making sure tha tge codes are met as well as collecting as much information to make their advertisement triumpht to be able to promote the product. A further point is tgat there are a variety of ways to gain the information and it is through researching.
Furthermore, there are four types of researches that are done to ensure that in the end of the whole process the ad has attracted the audiences attention. Therefore, the first research is primary. Primary research can often have a purpose to extract original data ratger than using other people's research as their own. Organisations nnormally obtain the data by asking questions in the form of questionnaires, surveys, internet forums, interviews of groups or individuals. Disadvantages associated with primary research is that it is very expensive and it can be lengthy, which means that there will need to be current data produced rather than recieve one which may not be to do with their own priduct; in this case the advert. On the other hand, there are advantages for example there can be knowledge of knowing how to create their own primary research by checking secondary research. This is a good thing to do at times as it helps in having thoughts of what they could prevent from the doing in the advert which might have caused an issue for the other advertiser.
Another type of research is secondary, and it is simply exisiting research that someone else has conducted. However, the secondary data can be different sorts of sources that provides information by being publisiced in pamphlets, newspapers, trade publications and magazines so that the advertisers who conduct their own research can use the secondary research for comparison. On the one hand, advantages are that the existing research is often accurate and easy to attain. Yet the disadvantages are that there might still be some inaccuracies that possibly couldn't have been checked properly, suggesting that the research is biased. More so that the advertiser will not known who could have conducted the research.
Quantitative research is displayed as sets of numbers in forms of graphs and charts making it an amount measured. The only way quantative data is collected is by questionnaires, but due to there being only one method of collecting the data it leads to a few disadvantages and advantages which in sense are slightly the same points but as opposites. The disadvantages of quantative research is that some people may have difficulty in understanding the questions meaning that the person or people are not being a hundred percent truthful. The next advantage is that additional questions can not be asked to delve into more detail, hence the answer will have to be yes or no. Adding onto the point is that if there is not enough information then the answers that the researcher is looking for implies that they will not be able to determine the answers, as it is complicated to actually adjust the design of the questionnaire later on. Even though these disadvantages out way the advantages at least there are a couple of advantages. One of them is that there are larger samples to work with, and because of this it hints that the collected data will be analysed unbiasedly.
Qualatative research is when the advertisers can go in more depth to figure out the things the public prefer, which cannot be measured but it allows for a personal kind of response. If advertisers decide to collect qualatative data then they would either have focus groups or one to one interviews. The reason to why collecting data in focus groups or one to one is terrible is due to it being a tiny sample. So this indicates that there would be difficulties in analysing what the other part of the population think about the advert or anything, thus it also means that certain population does not exactly get represented. Unlike secondary research this research is not too accurate, along with this the overall procedure is time consuming. Despite these disadvantages the advantage of the information collected has high quality answers because extra questions can be asked.
Although there are different types of researches, all of these researches have a motive behind it. Those researches are audience, market and production research. Audience research has four categories being; descriptiv, analytical, predictive, and also tracking research. Descriptive research is when the audience gets described, whereas analytical research is to understand the why'sand how's of the ad should be to the audiences preferences. Nonetheless, predictive research is to think before hand about the consequences that may cause disturbance to the final result for the advertisement. Lastly, tracking research is when changes that possibly have occurred get monitored, in spite of the fact there are stages involved in audience research. Those five stages consist of who the target audience are, the planning that goes into producing the advert, research, analysis and of course to apply everything learnt from the experience to make the end product. Additionally, the reason to why the advertiser needs to find out who the target audience is going to be is due to their requirement, which can aid in building a persona of someones gender, age, interests and many more. Planning is vital as it can lead up to the research.
Also market research is to allow huge companies who are prosperous to be alert of who who the competition is with. Most of the time top leading market researchers ask a few questions to see whether or not there is something interesting being brought to the industry of advertisment. The questions that are normally asked would be; Compared to another ad on the market, what are the sale figures going to be? Other questions would be to do with what might need to be changed/developed so the advert is improved? The last one is what sort of desires the advertiser has from the advert? Therefore the desires that any advertiser will have is to have the previous audience rejoin them, keep the same audience as well as gain new audirnces from the competitors. Even more so knowing what the weaknesses and strengths are etc.
Finally, the last stage is production research and this is when media companies make a choice to launch or not launch a product as well as ensuring that if the advertisement is going to be launched, then everything goes according to plan to gain recognition.
Furthermore, there are four types of researches that are done to ensure that in the end of the whole process the ad has attracted the audiences attention. Therefore, the first research is primary. Primary research can often have a purpose to extract original data ratger than using other people's research as their own. Organisations nnormally obtain the data by asking questions in the form of questionnaires, surveys, internet forums, interviews of groups or individuals. Disadvantages associated with primary research is that it is very expensive and it can be lengthy, which means that there will need to be current data produced rather than recieve one which may not be to do with their own priduct; in this case the advert. On the other hand, there are advantages for example there can be knowledge of knowing how to create their own primary research by checking secondary research. This is a good thing to do at times as it helps in having thoughts of what they could prevent from the doing in the advert which might have caused an issue for the other advertiser.
Another type of research is secondary, and it is simply exisiting research that someone else has conducted. However, the secondary data can be different sorts of sources that provides information by being publisiced in pamphlets, newspapers, trade publications and magazines so that the advertisers who conduct their own research can use the secondary research for comparison. On the one hand, advantages are that the existing research is often accurate and easy to attain. Yet the disadvantages are that there might still be some inaccuracies that possibly couldn't have been checked properly, suggesting that the research is biased. More so that the advertiser will not known who could have conducted the research.
Quantitative research is displayed as sets of numbers in forms of graphs and charts making it an amount measured. The only way quantative data is collected is by questionnaires, but due to there being only one method of collecting the data it leads to a few disadvantages and advantages which in sense are slightly the same points but as opposites. The disadvantages of quantative research is that some people may have difficulty in understanding the questions meaning that the person or people are not being a hundred percent truthful. The next advantage is that additional questions can not be asked to delve into more detail, hence the answer will have to be yes or no. Adding onto the point is that if there is not enough information then the answers that the researcher is looking for implies that they will not be able to determine the answers, as it is complicated to actually adjust the design of the questionnaire later on. Even though these disadvantages out way the advantages at least there are a couple of advantages. One of them is that there are larger samples to work with, and because of this it hints that the collected data will be analysed unbiasedly.
Qualatative research is when the advertisers can go in more depth to figure out the things the public prefer, which cannot be measured but it allows for a personal kind of response. If advertisers decide to collect qualatative data then they would either have focus groups or one to one interviews. The reason to why collecting data in focus groups or one to one is terrible is due to it being a tiny sample. So this indicates that there would be difficulties in analysing what the other part of the population think about the advert or anything, thus it also means that certain population does not exactly get represented. Unlike secondary research this research is not too accurate, along with this the overall procedure is time consuming. Despite these disadvantages the advantage of the information collected has high quality answers because extra questions can be asked.
Although there are different types of researches, all of these researches have a motive behind it. Those researches are audience, market and production research. Audience research has four categories being; descriptiv, analytical, predictive, and also tracking research. Descriptive research is when the audience gets described, whereas analytical research is to understand the why'sand how's of the ad should be to the audiences preferences. Nonetheless, predictive research is to think before hand about the consequences that may cause disturbance to the final result for the advertisement. Lastly, tracking research is when changes that possibly have occurred get monitored, in spite of the fact there are stages involved in audience research. Those five stages consist of who the target audience are, the planning that goes into producing the advert, research, analysis and of course to apply everything learnt from the experience to make the end product. Additionally, the reason to why the advertiser needs to find out who the target audience is going to be is due to their requirement, which can aid in building a persona of someones gender, age, interests and many more. Planning is vital as it can lead up to the research.
Also market research is to allow huge companies who are prosperous to be alert of who who the competition is with. Most of the time top leading market researchers ask a few questions to see whether or not there is something interesting being brought to the industry of advertisment. The questions that are normally asked would be; Compared to another ad on the market, what are the sale figures going to be? Other questions would be to do with what might need to be changed/developed so the advert is improved? The last one is what sort of desires the advertiser has from the advert? Therefore the desires that any advertiser will have is to have the previous audience rejoin them, keep the same audience as well as gain new audirnces from the competitors. Even more so knowing what the weaknesses and strengths are etc.
Finally, the last stage is production research and this is when media companies make a choice to launch or not launch a product as well as ensuring that if the advertisement is going to be launched, then everything goes according to plan to gain recognition.
AS1-Task Five:Regulation
Adverts need to be regulated and the adverts are regulated through two main bodies before publishing it for the public to view. Those two main bodies are the Advertising Standards Authority (ASA) and the Office Commissioners (Ofcom).
Even though ASA have been around for fifty three years and this whole time the aim for them has been to observe any type of media as legal, decent and respectful. However, if the advert does not pass the criteria then it will have to be altered to be appropriate to show, yet if the ad has not been improved the ad will have to be removed completely. The sorts of media that are covered are magazines, newspapers, radio, TV, television shopping channels, posters, cinema, direct mail, internet, leaflets, brochures, commercial email, mobile messages, CD rom, DVDs, Videos, faxes and sale promotions. Despite the above medias being covered the ones which is not covered is sponsorship, packaging, shop windows, telephone calls, fly-posting, private classified adverts, statutory/public notices, press releases, political adverts or online editorial. As the medias which get covered are likely to make mistakes with their ads this implies that they will have to ensure their advertisement is meeting codes set. The codes that need to be followed involve alcohol, gambling, food and soft drinks, health and beauty also smoking. Besides theses codes there are other codes which are to do with environmental claims, racism, children, scheduling ads to be shown at the correct times, displaying at the right place as well as misleading claims of causing offence to anyone. Thus if the codes will not be followed it means that the ASA have to handle certain complaints critically from the audiences. A scenario from 2011 was that the ASA got around 22,397 different ads being complained from ninety four percent of the population about 31,458 times, and from those 22,397 people it was decided that the only 4,591 of the ads would have to be withdrawn or altered. But to get to the decision of which ads should be banned they get judged by using the codes which are written by the advertising industry. The advertising industry consists of the Committee of Advertising Practice (CAP), along with the Broadcasting Committee of Advertising Practice (BCAP).
Another point is that Ofcom are approved by the Government in the UK to regulate as well as broadcast adverts on national television. Also Ofcom's aim is to show certain things that can grasp the target audiences attention, due to the interest but at the same time it is to protect the viewer from ads which could be offensive also harmful. The specific region that Ofcom focuses on is the codes, policies, competition, complaints, protecting the radio side from abuse and to license research.
An example of a controversial advertisement that ASA have dealt with was the Paddy Power Blind Football. Furthermore, the ad had been objected by around 1,089 and out of the 1,089 there were 220 of the viewers who complained said that the ad should be removed as it is sending across the wrong message. One of the messages which came across to the audience were the fact that it is offensive to blind people and the the rest of the audience being around 1,070 thought that the ad was harmful. It is harmful due to the cruelty to animals, in this case a cat.
A recent ad which has been removed from the air is this ad to do with checking what places would be good to visit. The reason behind the ad being banned by the ASA is because there is a group from different areas, and they are basically on an adventure to get to the top of the cliff. However, the ad is banned due to dangerous activity which can be encouraged if shown at the incorrect time, also the people are skinny dipping which is bad as it would not be appropriate to show to young children.
Even though ASA have been around for fifty three years and this whole time the aim for them has been to observe any type of media as legal, decent and respectful. However, if the advert does not pass the criteria then it will have to be altered to be appropriate to show, yet if the ad has not been improved the ad will have to be removed completely. The sorts of media that are covered are magazines, newspapers, radio, TV, television shopping channels, posters, cinema, direct mail, internet, leaflets, brochures, commercial email, mobile messages, CD rom, DVDs, Videos, faxes and sale promotions. Despite the above medias being covered the ones which is not covered is sponsorship, packaging, shop windows, telephone calls, fly-posting, private classified adverts, statutory/public notices, press releases, political adverts or online editorial. As the medias which get covered are likely to make mistakes with their ads this implies that they will have to ensure their advertisement is meeting codes set. The codes that need to be followed involve alcohol, gambling, food and soft drinks, health and beauty also smoking. Besides theses codes there are other codes which are to do with environmental claims, racism, children, scheduling ads to be shown at the correct times, displaying at the right place as well as misleading claims of causing offence to anyone. Thus if the codes will not be followed it means that the ASA have to handle certain complaints critically from the audiences. A scenario from 2011 was that the ASA got around 22,397 different ads being complained from ninety four percent of the population about 31,458 times, and from those 22,397 people it was decided that the only 4,591 of the ads would have to be withdrawn or altered. But to get to the decision of which ads should be banned they get judged by using the codes which are written by the advertising industry. The advertising industry consists of the Committee of Advertising Practice (CAP), along with the Broadcasting Committee of Advertising Practice (BCAP).
Another point is that Ofcom are approved by the Government in the UK to regulate as well as broadcast adverts on national television. Also Ofcom's aim is to show certain things that can grasp the target audiences attention, due to the interest but at the same time it is to protect the viewer from ads which could be offensive also harmful. The specific region that Ofcom focuses on is the codes, policies, competition, complaints, protecting the radio side from abuse and to license research.
An example of a controversial advertisement that ASA have dealt with was the Paddy Power Blind Football. Furthermore, the ad had been objected by around 1,089 and out of the 1,089 there were 220 of the viewers who complained said that the ad should be removed as it is sending across the wrong message. One of the messages which came across to the audience were the fact that it is offensive to blind people and the the rest of the audience being around 1,070 thought that the ad was harmful. It is harmful due to the cruelty to animals, in this case a cat.
Tuesday 24 November 2015
Friday 6 November 2015
AS1-Task Four:Analysing a television advertisement in detail
The form or style of this advert is a surrealism. Its surrealism because of the fact that this is an advert which will be used at least everyday, either doing exercise as shown in the ad. The target audience is based upon young children up to adults. I think the advert does provoke the target audience in wanting to buy the product, therefore they will feel excited in wanting to have something new. This nike advertisement does not use any celebrities, however it makes the advert effective as it just shows a normal ordinary person in life. This person is just jogging but in shoes which will make his life great. Furthermore, as mentioned before, this ad uses and creates a brand identity. The brand identity is nike, and it is a good idea as it grabs the audiences attention probably towards the end by including powerful short sentences. Nevertheless, in the advert the boy is only a twelve year old at the time, and being his weight it persuades the audience that anyone can buy these shoes no matter what. Thus it makes it effective due to the fact that there is only one person being filmed. Also there are a range of techniques used within the advertisement, such as camera work, editing, sound and Mise-en-Scène. The types of sounds used are very determining and rememberable. In addition, the Mise-en-Scène of this ad is somewhere in a suburban place, or it could possibly be in a studio with green screen.
AS1-Task Three:Styles of Television Advertising
Humour
Humorous advertisements are ads that are different to other ads as they can make people amused, and continue watching the advert further. Also this means that if one humorous ad is enjoyed by the viewer then they could possibly want to see more and those ads will then be remembered. The reaction at first will be confusion and then laughter, but this means that it has to be memorable due to the brand name being familiar towards the end. In addition, the advert is appropriate as it is random yet funny as it it takes a long time for a child who comes for training in karate, who eventually ends up achieving his goal as well as being able to enjoy the pepsi. Also the device used in the advert is successful because it is used an original method, which leads to suspense building up.
Parody
These types of ads are what imitate an advertisement that already exists to make it more comedic for the viewers to then memorise in a better way, which can help the product be recognised more. This ad is an imitation of John Lewis which makes the audience react in confusion as there is no sense to what is being advertised. I think the advertisement is memorable because of the music however it is more to do with the penguin being in every shot apart from the last one where the family is having christmas dinner. The reason to why the penguin is not in the last shot is due to the fact that it tries to imply that the child who loved the penguin as a friend can still the penguin even when it is cooked to look like a turkey, therefore this means that any meat should be tried rather than sticking to the same old for christmas time. Furthermore, the ad is appropriate and successful as the child is happy which suggests that the people who are watching will feel happy as well.
Shock
A shock advert is when there will be a deliberate action to create an emotion but is able to still grasp the attention of the viewers. This advert gets the point across about stopping, looking, listening and wearing bright clothing to be noticeable. This style shocks the audience into wanting to remembering the message along with making the ad vivid. This ad is appropriate because this sort of message requires an intense visual aspect for the people to take on board the advice. So this ad does become successful as it gets the moral across and stick with the viewer due to the fact at the beginning.
Surrealism
Surrealism advertisements on television tend to be something completely different from the basics, so this allows the audience to be creative and try to figure out what the product could be. This is a unique advert due to how it is created hence this makes it memorable as body parts would not open in reality. Despite this the ad is successful and appropriate as it adds something a little different to what is already in the industry.
Intertextuality
Intertextuality is a usage of text with images and the text is apparently referenced to something that might be existing or just have multiple meanings. The Snikers advert makes the audience feel puzzled as the background sounds represent awkwardness then slightly angry, this is due to the person feeling hungry. It ensures the advert is memorable and helps it stand out by selling the slogan of "get some nuts", which ads to the humour because the idea is literal. A further point is that the ad works for the product as it indicates that the bar is luxurious with three features put together to make a sensational taste.
Repetition
Repetition is a style that shows something to be repeated so much that it is hard to forget the particular thing, in this case the ads. The repetition advert uses repetition of the people in the ad breaking the Kit Kat throughout making the audience memorise the snapping noise with the name quickly. Many people would react to this advert just averagely as there is not much happening, apart from a lot of people eating a chocolate bar. Nevertheless, the ad is successful as it shows that different professions can purchase the chocolate and enjoy the moment that those actors would have portrayed in the ad.
Sex
These adverts are what have a particular gender role associated to represent the product, also the ad is presented in an appropriate mannerism. The ad uses gender role to grab the attention of mainly women as there are a range of generations shown. This is clever because it improves the memorability of the viewer, and also this style is definitely appropriate for this product as the fairy liquid successfully will make the viewer who is watching realise that they can use something that their mum would have used as well.
Famous Faces
Famous Faces advertisements are done with of course popular known celebrities, and the reason to this is because the viewers will easily recognise the person and will be interested to know why they have appeared on TV. This ad uses Drake to promote sprite, and due to this the target audience will immediately recognise his face. Thus those who have drake as a role model in their minds will want to be like Drake who has taken part to energise himself. Additionally, the style of advert is appropriate as they can promote other drinks with famous faces as it will become popular than the other styles. Lastly, the ad is successful due to the Drake being able to spread the word with the amount of followers he has on social media.
AS1-Task Two:Forms of Television Advertising
Realist Narrative
Anti-Realist Narrative
An anti-realist advertisement is the complete opposite of realistic adverts, indicating that there is not a real life event but a product which can be sold as well as purchased. This advertisement was effective because it had a clear goal of selling the product by presenting the product which has been around for a long time, hence they have shown two generations. This advert was effective because of the audio being non diegetic music, also the ad has a jingle that is constantly repeated throughout the video. This jingle which is off screen but still a part of the video means that it will be more memorable. Also the advertisement was effective because it reinforced the existing brand identity of coca cola.
Animation
An animation advert is similar to anti-realistic but the only difference is that there are no humans involved in selling a product, instead it is cartoons.This advert was effective because it did not mention its competitors. Furthermore, this had the effect of making the product seem the best one to buy. It also meant that the consumer was not confused as it was easy to remember the product. This advertisement was effective because it reflected a lifestyle and culture that the target audience would aspire to. It did this by the location being in a working environment with the character being frustrated yet they can are relieved when they have get a moment to themself. This advertisement was effective because it effectively highlighted the product’s well known tag line stating "Have a Break Have a Kit Kat" technically it did this by close up with a mid range shot later.
Documentary
Documentaries are normally an ad based on things that occur everyday, yet we may not be aware of so charities can easily do this. This advertisement was effective because it established a clear tone that reinforced in the viewer a feeling of realisation, as well as sadness because they get to live a easy life whereas the children shown in the advertisement have a difficult life to live.
Talking Heads
A talking heads ad is when a person talks directly to the camera as if they are speaking in person about the product. The benefits of buying the product were emphasised due to people not buying the products just for the looks instead they buy the benefits that derives for them. A successful advertisement will address a need and demonstrate how this particular product fulfils that need. This advert did that because they had a view of what the vanish can do in the washing machine to clean away the stains. This advertisement was effective because it made good use of numbers and statistics, thus it created the impression that rather than selling an opinion it was selling an indisputable fact.
Stand Alone
A stand alone advert is when there is one or more famous celebrities or non celebrities to communicate about something at least in one of the ads, then the next time there will be someone else promoting the same cause. This advertisement was effective because the visual images were striking as humans pay special attention to faces. The brain can process visual information quicker than written words and the image of depressed and unhappy children was effectively highlighted when Steven Hawking began to talk about the situation.
Series
Lastly, the series adverts are ads that promote the same thing in different ways over and over again to make it memorable. This advertisement was effective because it highlighted to save time, save money, also making life easier. It did this by making it clear that there may or may not be another website, but the company name is said towards the end as an anti climax along with a well looked after mansion. Even though, this can stick in the mind the advertisement was also effective because images can trigger emotions and the image of a cartoon meerkat effectively triggered the emotion of happiness by the camera showing wide shots, and close ups.
Thursday 17 September 2015
AS1-Task One:Welcome!
This blog is an introduction to advertising,and to tell you everything you will need to know to be successful in the world of advertising. This blog will provide with details of different formats of advertising,different purposes of advertising,examples of effective/ineffective advertising campaigns,examples of controversial advertising,different styles of television advertisements,how television adverts are researched and designed,how television adverts are produce,common codes and conventions as well as how advertising is regulated.
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