Case Study of Existing Advertising Campaigns researching the role and impact of - Adverting Standards Authority (ASA) and Ofcom

Case Study of Existing Advertising Campaigns researching the role and impact of - Adverting Standards 

                                                         Authority (ASA) and Ofcom

What is the Background of the ASA?

Advertisements first started broadcasting in 1955 and from there the ASA ( Advertising Standards Authority) was created in 1961 to protect the audience, from anything that may cause offence to them in advertisements and this was also applied to other media such as radio shows. Also in 1961 discussions with other industries such as advertising association which is focused on protecting the audience and making sure the right rules are applied and in the end came to an agreement that the consumers of non - broadcast media could be trusted as well. Also from this the industry ( advertisers) all came together to create CAP ( Committee of Advertising Practice) and shortly after that the first edition of The British code of Advertising Practice was put in place, which meant the protection of audiences in advertisements.

Sources:

http://www.asa.org.uk/About-ASA/Our-history.aspx

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

The role of the ASA when it comes to the regulation of advertisements is to act on any complaints made about a certain media e.g. such as either misleading or harmful adverts that have affected the audience. If an advert has breached the UK advertising codes, then it would be taken away or the advertisers would have to fix the problem and approach what their promoting in a different way, that cause less of an offence. The UK's regulator system is a combination of two things, one being the self-regulation for non-broadcasting advertising and the other one the co-regulation for broadcast advertising. These two things are paid by the industry, who writes what the rules are, but the rules are enforced by the ASA. When it comes to TV and radio advertising, it all comes under a contract with Ofcom and also from the commitment of the industries (advertisers,media) they are able to produce truthful,legal,honest and decent advertisements.

Sources:

http://www.asa.org.uk/About-ASA/About-regulation.aspx

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

In November 2004 the ASA took control of the responsibility to maintain the standards of broadcast advertising in the UK, but are regulated by Ofcom to make sure that the ASA are following the correct rules that apply to British broadcasting. Also in 2004 Ofcom created a co-relationship with ASA, which then lead onto all types of media e.g radio, banners, TV, posters etc to be decided by one single organisation. But, this still means that the ASA have control over the system of daily advertisements, but overall Ofcom are still in charge of the original code. Advertisers who break the rules get their advertisements removed and have a chance to fix the problems, but if there is still no change the advert gets taking down completely.

Sources:

http://www.asa.org.uk/About-ASA/About-regulation/Co-regulation-of-broadcast-advertising.aspx

http://stakeholders.ofcom.org.uk/binaries/consultations/reg_broad_ad/statement/mou.pdf

http://www.asa.org.uk/~/media/Files/ASA/Misc/Guide_to_the_ASA_02_11.ashx

What are the procedures of the organisation?

When it comes to making a complaint the first thing you have to do is check if ASA covers your complaint and then from there you make your complaint either online via email or a letter and from there you are a assigned a person who will look into your complaint. They can mainly resolve the complaints at a decent speed if it is a simple matter, but if the complaint is more serious it will have to be looked into further by the ASA council. If it leads to this the advertisers need to provide justifications for themselves, as to why they thought the content was appropriate in the advert. The ASA takes in all the information that they receive and collect the facts before the ASA council makes the decision of if the advertising codes have been breached. To show the complainer and the advertiser that the ASA are doing the decision fairly, they have access to the independent review procedure and can see a review of the ruling. The ASA also regulate ads by checking the ads in media and sometimes conducts questionnaires of advertisements published.

sources:

http://www.asa.org.uk/Consumers/How-to-complain.aspx

http://www.asa.org.uk/About-ASA/About-regulation.aspx

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?

When it comes to my advert I will have to take into consideration that the content included does not encourage a unhealthy lifestyle and portray bad manners. Also during the advert there mustn't be a large consumption of food shown at this would indicate to the audience that eating a lot of food is good for you, when in reality it isn't and would give out a poor message to the children which would then lead to parents complaining about it. Another important matter would be that the advertisement needs to be honest with the audience, as it can't come across as misleading e.g. saying that a drink contains non artificial flavors, but when you purchase the product it actually does include artificial flavors, giving of the wrong impression to the audience and tricking them into buying your product. Also another thing that I would have to bare in mind is that, if children would be shown in my advert, that they have appropriate dialogue and acting, as it could lead to in direct messages if not approached properly. When it comes to my advertisement I will make sure, that I will include the appropriate information and content, so that it doesn't cause any harm of offensive to the audience. 

                                                        TV Advertising case studies

                                                           Children advertisement

                                

This video is based around Dans story, where he begins to talk about living with autism and how it has affected him and those around him. Dans story has been animated through a viscous monster at 0:03 which is implying that children with autism are monsters as it's reflecting his behavior as at 0:06 he says "I used to lash out if somebody pushed my buttons or I wasn't able to do something" which portrays autism to be terrifying and can give of the effect that you shouldn't approach someone with autism, which a family who has an autistic child or autistic children would find offensive and make them feel awful about themselves. Also with this advert it includes content about bullying as at 0:11 he talks about being insulted by his fellow peers, which seemed to appear to the audience that Dan was blaming himself for getting bullied. Even though this advert had 62 complaints the advert was not upheld as the monster shown was to represent his anger and frustration and the advert was mainly relating to how Dan dealt with this autism and that there is help out there. With this advert, I think they could of maybe approached it better with the content as if a young child that didn't have autism watched this advert, it would create a bad influence upon them and create them to be scared of children with autism due it being presented by a monster, that most children would find scary.

                                                           Banned food advertisement
          
In this advert, it starts of with a family having breakfast and then they all separately begin to talk about their plans for the day. The youngest boy begins first, having a camera shot at 0:03 of his bowl, which has three Bittersweet biscuits inside. At the end of the advert, at 0:54 it implies to the audience that Weetabix can get you through the day as the graphics say " Fuel for Big Days" and also on the packaging it says " slow release energy" and this is main reason why complaints were made against the advert. The audience believed that this advert was giving the wrong impression, due to them knowing that Weetabix has a high GI( glycemic index) rating. Also even though it isn't mentioned in the ASA feedback on the complaint, it can also be taken into consideration that the advert is implying that you should eat more than one Weetabix biscuit as at 0:03 and 0:17, there is about three biscuits the bowls, which even though breakfast is an important meal of the day, the advertisers still should of took into to consideration that it can show big portions, which then goes against the ASA rulings. When it came to the ASA looking into the complaints, they mainly looked into the GI of Weetabix with milk, which then led onto the ASA doing surveys to see how the audience eats Weetabix and then after that further research was done into the health side of it, which resulted in the advert being upheld due when eaten with semi-skimmed milk, it had a GI of 41-47, which is a low range and also when Weetabix is eaten with whole milk it still had a low GI. The ASA told Weetabix that they are not allowed to broadcast there advert again until they show more clearly that slow release energy keeps you going.

                                                                  Confectionery advert

                               

This advert has a animation style and is based of the animation film "Father Christmas". The advert shows him after delivered the presents around the world. He arrives back home where he finds a KitKat bar, where the advert is stating at 0:25 visually and through the voice over that KitKats only have 107 calories. Overall this advert only received two complaints due to the advert implying that it's a healthy snack just because it only has 107 calories and not much information is provided other than that, which has led to the member of the audience to complain about how they are not advertising KitKats being high in fat and sugar. The other complaint was based upon the advert directly advertising it to children due to Santa being shown in the advert, which breached the rules of food advertising as children look up to Santa and could put the wrong message across to them, being that after working hard you deserve something sweet. From this I would take in to consideration, for when it comes to my advert, that if I was to use a image of a character my audience related too, I would portray them in the best way with the product and make sure that all the information is there. In the end the ASA decided to upheld the advert as the KitKat was compared to mince pies at 0:17 and gave the impression that they are bad for you and low in energy and that they also decided that even though Santa is an iconic image for Christmas for children, the ad was not directly aimed towards them as at 0:28 we see Santa taking more of an adult relaxation approach. After this the ASA decided that this advert was never meant for broadcast again.


                                                            Children advertisement 

            

This advert is a trailer of the film Transformers: revenge of the fallen. The content in this trailer mainly consists of explosions and the destruction of cities and navy ships at 0:41. This ad received 9 complaints due to it being showed at inappropriate times and channels that are aimed towards children, as one of the complaints to the ASA said that it was broadcast on the Cartoonito channel, which is aimed at pre-school children. This advert is rather inappropriate for children as at 0:46 we see the sinking of battle ships. at 0:51 the destruction of a home and at 0:53 we see a larger robot transforming into a car. All of these parts of the trailer can cause harm to a child's welfare and depending on how young they are, it might make them think that this is really happening in the world, making them become frightened, as at a young age children shouldn't be exposed to such rough violence. The ASA did further research into the channels that this ad had been broadcast on and told the advertisers, that they had breached one of their rules of broadcasting such content on childrens channel and they had removed the targeted children after they had seen the complaints. In the end this advert was upheld due to the breach of broadcasting and causing harm to young children, even though the ad did no contain any scenes of death or blood, it still had a good amount of violence used through out it such as at 1:05.

Audience Advertisement grid

                               

Structures of TV advertisements - Form

Structures of TV advertisements - Form

Realist

            

The realism of this advert is that it shows the audience, that a car accident can happen at anytime and the aftermath can have many different outcomes and also includes that severe injury occurs when the driver is not wearing a seat belt. The advert starts with a man driving his car and then at 0:03 the voice over adds the effect that you can't prevent death " Richard didn't want to die" and straight away this advert has a realist effect, as it's able tor relate to everyone due to death being a part of life. Also what makes this a realist advert is that at 0:09 it includes the amount of damage that can happen from a car crash and following from that the camera movement begins to slow down, showing the audience the outcome of what can happen to the driver if you are not wearing a seat belt e.g at 0:17 with the glass breaking. This advert also covers, some aspects of a car crash that others don't which is at 0:24- 0:33 where the audience is able to witness the damage of what it can do to your internal organs. They make the organs look realistic such as at 0:29 to get across to the audience that these things can happen and to have a bigger impact on them, as if the special effects of the organs were not designed well, it likely that it wouldn't be taken as serious due to it not having the amount of correct detail. This also relates to the realist form of the advert, as not only are the producers making the story line realistic, but also the after and internal effects, allowing the audience to see the consequences. Also the use of camera language is quite simplistic, but what makes it effective is the use of slow motion effect. The voice over throughout the video, has a simplistic tone and phrases e.g " The collision didn't kill him", " he wasn't wearing a seat belt" etc which creates the audience to feel the content in the advert more, as if the voice over included more detail, it wouldn't be the same as the voice over is trying to get across in simple terms, so that people begin to understand how simple it is to put a seat belt on, which then leads into preventing so much pain and suffering. This advert is creating awareness for all drivers out there and showing how easy putting a seat belt on and how it can prevent you from loosing your life and also the images of the damage to the organs makes the audience feel the pain visually and makes them want to prevent it from happening physically.

Anti-realistic

           

This video is an example of a anti-realist advert, as it goes against the ordinary and could also be considered as surrealism as it's something you would never really see or expect to see. This advert is a good example of a anti-realist advert as at 0:01 it introduces what the advert is going to be about, but then jumps to something unexpected at 0:07 where we see a baby in roller skates and soon after that we are introduced a whole bunch of them in roller skates such as at 0:14 and throughout. The effect that an anti-realist advert like this can have on the audience is that it can create them to feel happy and joyful, as it's just a ridiculous thing to imagine yet effective on the audience at the same time. This advert shows that Evian is quite experimental,humorous and surreal  institution when it comes to their adverts, which might be because they want to promote their product in a different way and to get a message across to their audience that, they are a fun company and they want the best for the audience, and also show how their product can enhance the audiences lifestyle through their values. Also the advert is putting two different things together such as the type of music is from the rap genre and there combining it with babies on roller skates, which adds the strangeness of the advert. The main purpose of this advert though is to make their audience feel young again as at 0:59 the graphics say " Live young" which is presenting the product Evian to make anyone feel invisible and young again and the way they use babies create this effect, as babies are unlikely to be able to do anything at that age so it's encouraging the audience that they are still young enough to experience things and have fun. This advert can also be used for social interaction, as this advert isn't bland at all and it will give the audience a conversation starter as it's an amusing advert and they can say what they liked about it etc.
                                                                    Animation
         
 Animation through advertisements can be done in many different ways, but for this advert they decided to combine animation and the real world together, so that they are able to to promote their product better. In this advert, they start it off with the well known Mario Kart starting race sound, which indicates to the audience straight away that the advert will be about a new game or on the other hand it comes across as a racing start sound, which then also shows through the sound that the advert is going to be based around a racing game. The animation used through this video, allows the audience to see all the new different features in the Mario game compared to others e.g 0:06 the karts going underwater allowing the audience to see what they will be able to do, if they purchase the game. With animation being added to an advert for gaming, it makes the audience more engaged as it gives them a insight to what the game is going to be like before purchasing it, which is most likely the reason why the producers used this form of advertisement rather than any others. Animation offers the institution new ways of advertising their products and also through it they have complete control of what they want to show visually and can even expand on the possibilities e.g locations, the only downside to animation adverts is the costing, as it depends on what type of content will be included, as for this advert the institution had to take in consideration of the games content but also casting  e.g 0:18. Also at 0:22 it shows the audience all the new different features that has been added to the Karts as well as locations and too also make them want to buy it more at 0:24 the advert compares them both together, to show that what they are producing is the real thing and that you will be able to experience it all if you buy the game. This advert also shows the audience that it is aimed towards such as at 0:13 and 0:15 it shows that the game is aimed for a female audience and a male audience, both with different age gaps, which creates the product to be sold more as it has a large target audience and also increases popularity for the game itself. This advert also shows signs of escapism as at 0:18 it shows that when you play this game as it offers the audience escapism, where they don't feel like their a part of this world, but end up feeling a part of the game, and from the characters facial expressions it shows the audience that it's fun and energetic to play. Also this game will be able to create social interaction as the advert presents it as being a new game, that people have played before but also at 0:14 it shows that it's a multi-player game where you can get other people involved, showing the audience that you are able to play with your friends and have fun at the same time and it also benefits the product and institution as they are getting more publicity.

Documentary

                       

Documentary adverts are used to promote the company's product, by using the members of the public, such as in this advert, which would be considered as a vox pop. The main reason why companies use this type of advertisement is to show to their audience that their product is reliable and is worth the purchase e.g at 0:02 we get to see a member of the public reaction to the product, and if they used actors then it wouldn't have the effect that it does, because that way to would be presented as being scripted and slightly tricking the audience into buying their product. They are also using the public to provide subjective information for the audience e.g at 0:17 the man is talking about how the product is as good as a book and also how it can be even better than a book e.g at 0:21. Also the graphics at 0:02 says " Real People. Hidden cameras." which is reassuring the audience that the people in this advert are all from the public, making the company appear trustworthy and also provides no doubts about their product and the people presented. Another reason why documentary adverts are effective is that, they switch between the different members of the public at  a decent pace, which allows the advert not to come across rushed, but informative for the audience as they all have their own opinions on the product, which makes it more reliable and trustworthy. Also, the product can produce a topic of conversation, which then could lead to what they think of the new kindle and discuss the benefits of the product etc and from talking about it, it could encourage more people to buy the product.

Talking heads

             

Talking head adverts are used to mainly talk about the product and they can come across as boring, due to there not being a lot going on, not a lot of camera movement as it's mainly just static through it all and it's the same person. Such as in this advert from 0:01-0:23 the man is standing in the same position talking about the new Iphone, this doesn't really engage the audience into wanting to buy this product as the products capability aren't being shown and that's what the audience really wants to see. Another downside to talking head adverts, is that there's a chance that the people they use could be actors, so this advert sends of a untrustworthy attitude towards the audience, as they would prefer it comes from the public as that way it shows that the product is worth the money, while with an actor it's more likely that they are lying. At 0:13 you can tell the way that the man is talking that what he is saying has been scripted and also his body language seems a bit too confident when talking about the Iphone, showing the audience that this has already been rehearsed and what he is saying might not be the truth, but at the same time it could lead the audience into trusting cast members, depending on the way they come across. When promoting a product like the Iphone, you would want the advert to be more engaging and showing all of the things that it can do, rather than in this advert, it's just a man talking about it. But, the advert does offer the audience benefits to their lifestyle as at 0:04 the man explains how he had to carry around an iPod,camera and a phone and with the Iphone it's all packed into one. This would be able to relate to the audience, as they might have to carry around more than what is necessary, so through this advert Apple is promoting their product to be more beneficial for the audiences every day lives. Also another thing that makes it unreliable is that at 0:25 we see the man leave a stage set up, which indicates to the audience that it's likely what he was saying was all scripted, making the audience believe that this product isn't worth it, if their being misleading about it. This advert does offer the audience something to talk about, as apple is a big institution and their products are popular in a very large audience and through their audience they are able to gain publicity on their new product through people discussing it. Also the institution will be able to save money from talking head adverts, as they only need to contain people and a backdrop, so through they are able to promote their product simply, but this doesn't always engage the audience as it's just a person talking.

Stand alone

             

Stand alone adverts are used to only promote a certain company, such as John Lewis. Throughout this advert John Lewis promotes their store by targeting their audience with a nostalgic feeling of growing up as at 0:02 the video starts with a baby in a cot and gradually from there it shows her life. The music in the background of this advert, adds a calm and slightly sympathetic mood, showing that growing up can be joyful but at the same time sad such as at 0:16 we see the girl getting told off, but at 0:26 it goes into her birthday where it's more happy. The editing done through this advert, is quite slow paced as it takes the time for the audience to take in each stage of growing up, but the cast is going at a faster pace e.g at 0:05-0:08, which shows that growing up is something that happens really quickly, and through this the advert being aimed for a middle aged/older audience, it can relate to them through a nostalgic feeling of their own life, or the lives of their children. The camera language that is used throughout the advert is slow and soft pan such as at  0:06-0:09, and through this, the advert connotes the feeling of life and how it happens all together and your unable to stop it and also the advert, some parts seem to be done all in one shot e.g at 0:00-0:19, which presents the advert as calm and something peaceful to watch and enjoy, as growing up is something that everyone can relate to. This advert creates John Lewis brand to be about that they care for their audience,their family friendly, and that they are always there through the important times such as from a baby at 0:02 or an adult at 0:50. Through the non-diagetic sound and using a linear narrative, they are able to create a sentimental feeling. Through all this life meaning message their advert becomes memorable, as it's able to relate to a wide range of audience and all through it, John Lewis is able to still promote their products, as the main props used in this advert such as at 0:47 are all John Lewis products, which is creating the audience to want to go and purchase their products and it's indicating to the audience that John Lewis products can be life enhancing.

Series

                    

Series adverts are used to engage the audience by using intertextuality as the Daz advert shares similarities to soap operas, such as Eastenders indicating that this advert would appeal to quite a large audience. Series adverts allows the audience to become hooked over a period of time as they want to know what happens next e.g at 0:25, it ends on a cliche climax that would be expected in soap operas and to add to the event they also add in the dramatic music to the end, to make the audience feel like this is really like a soap opera and makes them keep on the look out for the next advert, which could enhance the selling point of the product, but at the same time it could have the opposite effect as the audience might just want to watch the advert due to the soap opera theme. In the past Daz mainly focused on just presenting the product with a female actress, but since the 2000's this has changed and now they promote their product through the advert form of series, which might be so that they engage their audience more and show the benefits of their product, but they are still keeping the old features of Daz e.g female actresses, so that the product still appeals to them. The reason why Daz may of sold their product through a series form advert, is because this way they would be able to relate to their female audience more as soaps are a common interest when it comes to women as they enjoy the drama and from this advert, it can also create social interaction within the audience, as they would treat the advert like an actual soap. This advert also has a catchy slogan " Daz cleans out the dirty, even at 30" which can relate to the older female audience and makes them believe that this laundry product can help with their own lives. Also the characters used in the advert such as at 0:09,0:22 etc have the characteristics of people that are in soap operas already, which presents to the audience that on going narrative which ends up them being hooked on the Daz adverts, which could then lead onto the producers gaining more money as the advert will be gaining a lot of views just because it relates to the audiences lifestyles. Also with a series advert does still keep focus on the product and it can also show the development of the product over time e.g at 0:01 we are told that it is at episode 30, which could mean to the audience that this product has been improved over the years which then, encourages them into buying it as it must be good, as there has been 30 adverts based around it. The benefits that are shown through this advert, is that Daz is the number one product to be used when it comes to the removal of stains and how it will be beneficial to a females lifestyle as stains can be considered as hard to remove, so with this it shows the audience that they don't have to worry anymore, Daz will remove all stains.

Structures of TV advertisement - Style

Structures of TV advertisement - Style

Humorous

                           

This advert gradually creates humour throughout the video due to the use of non-diegetic,dramatic music and also showing it through the daily life of a mouse, as this is something you wouldn't really see. From the start of the advert it creates a calm feeling and brings a happiness feeling, which is all due to the music but at the same time such as at 0:20 it creates this cynical feeling as the audience knows that the mouse is going to get killed and at 0:28 the screen goes black with a snap sound, showing the audience that the mouse has got caught. When the screen returns at 0:31 we see the mouse laying in the trap with a sadder music playing in the background. This advert creates a very strange sense of humour, but the downfall to this would be that it takes a while to build up, even though it is quite an amusing advert it focuses too long on each part of the advert e.g the first one from 0:00- 0:28, the second 0:28-0:54 and 0:54- 1:29. Even though this advert does receive a humorous response from he audience, it takes a while for it to conclude to the main sense of humour. The main amusing part of this advert would be at 0:54 as we see the mouse begin to do push ups with " Eye of the tiger"playing in the background which is a use of intertextuality due to the " eye of the tiger" mainly being known from Rocky, it allows the audience to find it more funny and relate to it more and could also create a sense of nostalgia for them. Also it creates audience to remember this advert due to it being something unexpected and surreal as a mouse would never be able to that but, also that the song played is very well known so when it's played the audience will be able to think of this advert. The mouse doing push ups at 0:54 create the message of the advert which is shown at 1:25 " Nolan's Cheddar,Seriously strong" so through adding humour to an advert it makes the audience remember it more and also comebacks to the content in the advert making sense of what it was really promoting and can also persuade the audience into buying the product, as it makes them feel if the cheese can make a mouse feel strong it can also make them feel strong.

Surreal

          

This here is an example of a surreal advert, as throughout the whole thing it presents itself to the audience as being strange and confusing. This advert uses talking animals as at 0:06, which is a sign of special effects and the reason why they might do this is so that their product comes across as original, and that they want to be different compared to other drink advertisements and institutions, as this represents them as wanting to stand out from their competitions and that they show themselves as an institution that likes to create fun and quirky adverts for their audience. The surreal aspects of this video is mainly the replacement of humans and replacing animals in their places, doing everyday chores e.g at 0:09. The thing that also makes this advert rather surreal is that it just doesn't focus on one animal in one human situation but whole variety and each doing different things and the camera movement is quite fast paced which feels like it creates more confusion for the audience, as it keeps switching but also keeps them attached, as they would want to know what appears next. Also the effective thing about this advert is that it contains different types of adverts e.g at 0:20 it focusing on childrens breakfast and then at 0:25 it switches to a advert which seems to be focused around a feminine product, but the main thing that this advert and it's mini adverts include is the product Orangina, which presents the product as being life changing to the audience as it's shown in a various scenarios e.g as milk, deodorant, skin clear product etc. The surrealism in this advert is animals being put into human situations which is highly unrealistic and strange, but I think the main reason why this is done is so that it sticks in the audiences head more and as this advert includes a whole bunch of different scenarios that the audience can relate to. It can also create the audience to remember about the product and even though Orangina is a drink, it presents to the audience that this product can benefit your life as it's put it to everyone's everyday lifestyle. But also the surrealism doesn't loose the essence of the advert promoting a drink, as it mentions it's name throughout the video and even at 0:50 it provides honest information for the audience, on how it doesn't include any artificial colours, which makes this advert very effective and memorable, reminding the audience that this is still a drinks advert. The reason why this advert might use animals to get their message across, is because talking animals could create a sense of nostalgia for the older audience, as the only place you would really see talking animals are in cartoons., so from this it shows a sense of originality.

Dramatic

           

This advert creates a dramatic effect right from the beginning all the way through the rest of the advert due to the use of fast paced music and also the fast paced camera movement. The advert begins with a man robbing a man robbing a bank at 0:05 and quickly changes to show a policewoman at 0:07 and from there the music begins to build up, getting louder and faster as the chase continues. The effect that the dramatic music has is that it creates the audience to feel that they are a part of the situation and the camera movement also does this. Also this advert could resemble an opening to a crime television show which would also be effective on the audience as they would want to know what happens next and also could easily be mistaken for one as it doesn't show that it's advertising a product until 0:53, which is why a dramatic advert is good, because it keeps the audience in suspense. This could be considered as one of Lynxs values, being that they don't want to reveal their product at the beginning, so that it creates tension and anticipation within the audience and another one of the values would be sex appeal, as having an attractive cast would make the audience more intrigued by it as it could be considered as one of their interests. At 0:52 it reaches the climax of the advert and still at this point it is unsure of what the advert is promoting until 0:56 where the graphics show us that it's promoting lynx. After the revealing of what the advert is truly about it creates a feeling of relief for the audience but at the same time makes them want to purchase the product as it's indicating to both male and females, that if your buy this product it will most likely make you more attractive to the opposite sex and also the music emphasis the importance of the product as at 0:56 the music becomes louder, which shows just before the advert ends, the producers want the audience to remember the product. The camera techniques used through the advert creates the style of a crime show e.g CSI as at 0:03 the advert sets the scene and the burglary and at 0:19 the camera tilts very quickly, which gives the feeling of  being chased and watched. Also the camera language at 0:45 creates a sense of the chase coming to an end as it quickly jumps from the man to the woman running into the center, representing it as a type of final confrontation/showdown.

                                                                      Parody

                            

Parody adverts are used to make fun out of other advertisements, such as this one here seems to be making fun of Guinness adverts as they like to make their adverts very memorable by including a lot of content in them such as over dramatic music. This parody comes across more funny than others as at 0:07 the men begin to chant a song " It's a big ad" which comes across as immature but funny at the same time. This song is done throughout the whole advert, with dramatic music played in the background, which shows that they are making fun of Guinness advert by combining an immature chant to a well known dramatic song. But, the advert comes across as ironic in some sense as the song their chanting seems to be saying that their not going to make a big fuss out of their product, but at 0:16 and 0:38 it clearly shows that they are making a big deal out of their advert, but only to be making fun out of Guinness adverts, which comes across to the audience as humorous and can also make them realize what Guinness does to promote their product. The advert seems to be aimed towards older men due to the cast and the product being beer and that's considered to be more aimed towards men rather than women but also, the reason why Carlton Draught may decided to promote their product like this is because they want to make a big fuss out of their product and leave their audience with a smile on their faces. Even with the phrases used throughout the advert such as " Expensive ad" and " For Carlton Draught", while promoting their product, the advert is pretty much showing the audience the  extreme measures companies go through to promote their product. The camera language used through the advert is quite slow at the start but at 0:27 the pace picks up and begins to jump from the yellow men to the red men, creating a battle theme as they are all coming together, which could also connote that beer brings men together to have a fun time. The main aspect of the ad which makes it memorable, is the image made out of the thousands of men at 0:50, as it's something that you rarely see and a sense of influence on the audience as well, as they might want to create something like this.

Codes and Conventions of advertisement Part 1

                                                 Codes and conventions of advertisements

                          
Special effects

The special effects used in this advert are one of the main reasons why this advert is so memorable. The effective thing about this whole advert is that the special effects include all the details of each evolution stage such as at 0:19 we get a close up of what neanderthals may of looked like and also goes into the pre-evolution of man to ape. Also the special effects in this advert not only change the evolution of man but, it also focuses on the scenery as well such as at 0:22, 0:25 etc. The special effects used in this advert, allows the product to be sold more as it encourages the male audience to go out and buy Guinness and also Guinness is well known for creating CGI adverts, which might be a reason why their product sells well, as through special effects, it's able to captivate the male audience and make them feel more manlier if they go and buy Guinness.

Camera angle and shots

In this advert there is a variety of camera movements and techniques used through the advert. The main reason why they use a lot of camera movements is to present to the audience each evolution stage of evolution such as at 0:13, 0:20 etc, which is representing the advert as telling the story of mankind. The main movement used through the advert is panning to the right, to show that everything is going back to the beginning such as at 0:15. The use of different camera angles such as at 0:12 allows the advert to set a scene and with the use of special effects at the same time, it all comes together in promoting the evolution stages and Guinness.

          

Lighting

The use of lighting throughout the video really sets the festive tone that the advert is portraying, as the bright lights connote that it’s nearly Christmas time and it’s a time for celebration and bringing everyone together. Also at 0:01 the lighting is more dark and gloomy, which makes the advert seem it’s going to be based around the sad side of Christmas but then at 0:03, it’s bright a colorful, which immediately brings the audience in more as this Is not what they were expecting and makes them want to see what the advert is really going to be about. Also, I think the advert has used different types of lighting to set the mood of the festive season and to show that there are two different sides to Christmas and the use of lighting puts this across. As the advert is based around promoting food, the lighting also emphasizes the look of the product e.g. at 0:23 the bright light allows the food to have this golden glint and make it look appealing to the audiences eye, which would influence them into wanting to purchase Iceland’s food.

Music

The music that is played through the advert is a very famous Christmas song “baby it cold outside” and the producers use this to their advantage by changing the lyrics of the song to the benefit of promoting their company’s food. Also as it’s promoting food just in time for Christmas gives will be able to give the audience and in look to what their products are and with an iconic song playing in the background it becomes more memorable, for when the customers go out Christmas shopping, if they see an Iceland store, they might think back to this advert and remember what the store has to offer.  Also at 0:23 the lyrics say “I must say the duck looks delicious” which is presenting to the audience that their duck is the finest you can buy, and also by saying the lyrics and the camera having a close up of the duck, creates the feeling that their food is really the best of the best.  At 0:22 the lyrics are “I’ll take your hat” to “just take your pick we got it” hinting to the audience that their store has all what you need. Even though they change the lyrics to best fit their advertisement, they still keep the tempo and rhythm of the song the same, which sets the mood of it being a calm and jolly time for the audience.

Code and Conventions of advertisements Part 2

                                              Code and Conventions of advertisements

Intertextuality- Intertextuality is when one media text is used in another. The producers usually use this method of advertisement so that they create their product to aim for a larger audience and also it creates a more memorable advertisement due to two media texts being put together. Such as this advert here is using themes from the horror genre to try and make their audience agree to their specials deals they have.

         

Nostalgia – Nostalgia creates the audience to bring up memories and emotions of the past, which them makes them want to purchase the product as it makes them feel as if they’re re-living their childhood.  Such as this advert is aimed towards the older generation and making them remember the taste of what their first taste of Werthers original was like and also at them same time making them want to go and buy this product again as it will being back their child hood memories.
            

Animal – Through advertisement animals can be used as an iconic image for a product, which then becomes recognizable across the audience. Also animals can be presented as a charity, through some adverts such as the NSPCA, which creates the audience to feel sorry for the animals and make them want to help the cause. Such as in this advert Tony the Tiger is used to promote the cereal frosties and has over time become the iconic image for Frosties and you would be able to recognize him and know what he is promoting straight away.

                          

Humour – In advertisement humour can make an advert more memorable and make the audience become more intrigued with the advertisement and want to buy the producers product. As in this advert here, the type of witty insults used and the female in a male changing room creates humour as it's something strange but at the same time, the advert is able to promote their product through this humorous message.

        

Aspiration – Aspiration in advertisements can be done through the use of celebrities in their adverts, as this way it creates the audience to aspire to be like the celebrity and make them want to have product what their idol has also got. As in this advert here, a male audience would aspire to be like David Beckham due to his football skills and they would want to become as good as he is.
         

Catchy message/strong message - A catchy method is used in advertisement’s such as slogans, as this way it makes the audience remember the advert due to the slogans being catchy. Also the advert can create a strong message through adverts by creating a build up through the advert and then it leading to an important cause/message. This example here shows the majority of road safety messages throughout the video, but right near the end of the advert, it really hits the audience as throughout it we see people nearly getting hit by a car then right at the end a pedestrian actually gets hit. The strong message that this advert is trying to put across is that at any time a pedestrian can be hit and it can either be blame one the driver or pedestrian.

        

Music- When it comes to advertisements, music can have a massive effect on the target audience by creating a certain mood, which can then influence them into purchasing the product. Such as this advert here, the music used creates a uplifting mood and makes you feel relaxed at the same time. Also what makes the music more effective is the use of camera movement as well.

                           


Celebrity- Celebrity endorsement is used in advertisements, so that their product is able to sell better and creates the audience to want their product more if a celebrity is promoting it. Also when it comes to celebrity endorsement, the advertisements usually put in well-known celebrities so it creates a larger audience and people are able to relate to them more.      
          

Shock- Shock creates a strong emotion throughout the advertisement and makes the audience really feel the impact of what the advert is promoting. The advert can do this in varies of ways, one by using specials effects, which produces an engaging exciting feeling and another being realism, which is more serious and touching. This advert here is an example as it starts off as being an ordinary advert, but then the man pulls a rat out of his mouth, making the audience feel uncomfortable and take in consideration of purchasing drugs  as you never know what there really made of etc.

        

Annoyance- Annoyance is done through advertisement by the producers creating a very annoying song/theme tune and it can also feature an iconic figure. Such as this advert here, they use a memorable character that chants a song about car insurance throughout the whole advert, so that it sticks in the audiences head.