Task 4 - Regulation of Advertisements DONE

Why is regulation important?

In advertising, regulation is important because it plays an essential part in modern life and a modern economy which is why all the information that is advertised has to be accurate and scientificly true to the public.

What is the purpose of the ASA/Ofcom?

Ofcom is known as the Office of Communications. This is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the UK.
Ofcom holds wide-ranging powers across the television, radio, telecoms and postal sectors. It is its duty to inform and protect public from what might be considered harmful or offensive material. With advertising, Ofcom will usually direct you to the ASA which regulates specific advertisements.

The ASA:

The ASA (Advertising Standards Authority) began 50 years ago and is responsible for advertising in all aspects of media such as newspapers, radio, magazines, television and also the Internet are truthful  and most importantly legal. An advertisement without these will be withdrawn. There are particular areas in which the ASA have to be concerned of. For instance:

- Magazines
- Newspapers
- Posters/buildboards
- TV channels
- Cinemas etc.

There are some sensitive areas at which the ASA specifically look into. Like food and drink advertising, especially for children. They look into this as they feel as though it could aid a health problem to young people.

Digital and online marketing is another source of advertising the ASA are concerned of. Their aim is to make sure whatever advertisement takes place is legal, decent honest and truthful which is why as a successful organisation, they prefer to work with agencies, advertisers and workers rather than against them.

The two questions the ASA ask in a particular advert:

The ASA understand that when dealing with advertising , they have to deal with the two main problems that could easily arise. For this reason they ask questions such as,

1) is the advert inaccurate or misleading?
2) May it cause an offense to people seeing it, or could it cause harm to anyone especially to children?

How can you complain?

- If the consumer feels as though the product / service has been unfairly run.
- If the person personally thinks there is an issue with a particular advertisement.
- Have difficulties with receiving any goods or purchased items from the firm.

These complaints can be made by sending them by post, text, email or fax. Complaints may be because there may be an issue with the company's website or social network site.

Products with their specific rules:
There are specific products which have their specific rules based on advertising and these are:

-Drugs
- Alcohol
- Gambling
- Health and beauty products
- Tobacco
These products all lay under Advertising codes which require how it is suitable to advertise to consumer.

Code rules:
- Harm and offence
- Environmental claims
- Racism
- Children advertising
- Scheduling ads at an appropriate time
- Displaying ads in appropriate places
- Misleading claims

Analysing television advertisement in detail - Task 3

Analysing television advertisement in detail:



This snickers advertisement not only has famous faces, but includes humour. This advertisement is aimed at men because we see that men have just come from a football match and are in a changing room. The advertisers states a message in this advert which is, the snicker bar gives the impression that you wont be calm or even a strong man without it. For instance, in the beginning we see that in the advert, they used the superstar, Joan Collins, and she is known as a actress. In the scene we see how she storms in with desperation and impatience which causes her to act like a 'child' and drama queen. However, once taken a bite of the snickers bar, she transforms into a man which looks the complete opposite of her; big, hairy and masculine.The advantage of this is that it will make the public, or mainly males, want to buy the product so that they will feel more of a man rather than a 'weak' women. On the other hand this may create an emotional response from some of the public, like women for example. Women may feel provoked as it makes them seem weaker or less able to do certain things than a man which may seem unfair to them. Based on this, the public could lay complaints about this advert and even ban it. It is vital that advertisers must be aware of how they are advertising. Also the type of information included in their advertising, and the type of message they may be putting across, this will keep the advertisers out of trouble and avoid downfalls based on their product.  

Styles of Television editing - Task Two

Styles Of Television Editing.

In advertising, advertisers are careful to target a specific type of audience who they are trying to aim at. Advertisers know that everyone has their own style depending on what they want to buy, so if they see that a certain amount of people do like something they will do their advertising to based on whoever they would like to aim it to.

Humour: 



Humour advertisements are really good for including some comedy for the audience. It makes the audience feel involved in the advertisement and also makes the product look more interesting to buy whereas if it were a factual advert, the audience would be less interested which would make the product not sell.

 Parody: 



These advertisements are more for people who love watching soaps or television programmes. For example, we see that Julie Goodyear is in this Daz advertisement and because she's in it, it is as though the advertisers are trying to say that if a celebrity can use it then her fans can most definitely too. It not only makes the product more better but also more promotable.

Surrealism:



This surrealism advertisement is something that expresses the workings of the subconscious and is characterised  by imagery. This also adds some sort of humour to the advert because the audience know that something like this wouldn't happen in reality, so this adds less seriousness to the advertisement itself.


Sex Appeal: 



This is a great example of a sex appeal advert because of the way how there is a lot of flirtatious moments between the women and the man that is filming her. The music also a sexual feel to the advert which is why the audience are also able to connect with the advertisement as they may feel this way too.


Famous Faces:

By doing famous face advertisement is an advantage. This is because it aids the popularity of the advert and the product they are trying to sell. In this advertisement we see that they try to add some humour in Joe hart's role and because of this his fans will change their impression or opinion of him. This is also an advantage for the celebrity as well.


Shock:

In shock advertisements, it can sometimes give some divers negative and positive opinions from the public. For instance, in this 'Safe Driving' advertisement there are some scenes where we see a child, a old man, a women and other members of the public that were either killed or injured by cars on the road. Some of these scenes are rather grim and sometimes hard to watch because not many people of the public would appreciate seeing such things on the Television especially when its just advert available to all members of the public including children. For these reasons, this type of advertisement has plenty of its downfalls.

Intertextuality:



This intertexuality advertisement ueses Postman Pat and the specsavers company as two texts that gain a relationship.


Repetition:



This 'Go Compare' repetition advert is another example. Because of the use of repetition, it makes the advert rather catchy and memorable for the audience which means that it is more likely for people to want to try their business.