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

1. What is the background of the ASA?

In 1961 the advertising association discussed with other media associations the problems with advertisement on television and agreed that the content should be accepted by the public and consumers of the product so their are no complaints, forming the Committee of Advertising Practice. (CAP)

CAP then produced the first edition of the British rules and regulations for advertisement and took it to action but still had faults within the system. In 1962 CAP established an new branch called ASA which followed a new code of rules and regulations, taking over the CAP, but were supervised by an authority.

In 1988 the Office of Fair Trade (OFT) legally backed up, due to the introduction of the Control of misleading Advertisement Regulation. This made their regulation a lawful code adverts must follow.

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

2. What is the role of the ASA in the regulation of advertisement?

In 1974 the Introduction of the Levy was made where the Advertising Standards Board of Finances (Asbof) secured funding for the system though a levy of 0.1% on advertising space costs. Due to the ASA not directly responsible for collecting the levy they are assured to stay independent, although they still get anough funding for their role and promote itself in public. The ASA regulate on adverts that has been complained by checking for harmful, misleading and offensive advertisement. They work on two sectors of advertisement, self-regulation for non-broadcast advertising and co-regulation for broadcast advertising. This means they get paid by the industry that writes the rules and regulation, although they stick to their own code of conduct with the ASA perspective of regulations.

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

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

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

For TV and Radio advertisement the ASA follow under the supervision of Ofcom, which means that ASA follow the contract that Ofcom as enforce. Ofcom is in charge of Scheduling advertisement In radio and TV. Therefore ASA and Ofcom must come to agreements when advertisement as broke the rules and needs taking down. ASA is the primary source of filing complaints and checking adverts to see if they fit the regulations, while this is their duties if Ofcom disagree, Ofcom has the right to keep it on air as they are higher power. Ofcom manages the day to day set up of radio and TV for multiple channels to organize what is allowed and not allowed, such as what cannot be shown before watershed. the adverts that brake the rules and regulations of either ASA or Ofcom have the chance to change their advert so it is acceptable or get it removed.

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

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

4. What are the procedures of the organisation?

ASA has a very well laid out page on their website for people to understand, how and what happens when they complain. The first step they point out if for the person who wants to complain to check themselves if the complaint they are making follow the code of ASA. If the complaint is relevant then it can be submitted to the ASA though email, letter, phone call or text. Then ASA will send back to the person complaining the name of the person handling their case, but if they wish they complainer can take their name off the system. The advert is then usually quickly check by the set person who is on investigating the complainers problem. If they find anything small they often tell the producers of the advert to change the ad, while if it a big problem the stop the ad from being shown all together. During this process ASA will involve all parities involved in the issue, this includes the complainer, the advertiser and possible the broadcaster. After the conclusion of their needs to be changes, if it is not done straight away then ASA takes matters further by following the Independent Review Procedure.

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

5. What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?

For every sub section of media interaction their a specific rules and codes to follow, so it can be allowed on air. This is something i must defiantly keep in mind when planning out my own advert so i don't brake any of the rules and regulations of the ASA. The CAP, BCAP and Ofcom state that all food and soft drink advertisement must not give false information about the healthiness of the product, but also not influence bad, unhealthy dieting habits to the public.On TV there is an additional schedule restriction for High Fat, salt and sugar (HFSS) food. Food and soft drink link into children an advertisement too, as due to this schedule restriction they have decided that children should not be shown between children programs or make children their clear and main target. CAP gives a list of rules regarding food/soft drinks and children, the main one being that unhealthy junk food should not be aimed towards children directly and therefore can not use them in a advert as the main act with the product.

Source -http://check.uk.com/food-and-soft-drinks.html

Source -http://bcap.org.uk/Advertising-Codes/Broadcast-HTML/Section-13-Food,-food-supplements-and-associated-health-or-nutritional-claims.aspx

6a. Problematic Food and soft drink

This banned tango advert is an advert where a hilly part of town starts to have an avalanche of fruits. It a simple concept when they have many views of the fruit falling and doing actions such a knocking down a trolley at 0:25. The ASA reason of banning this advert is to due with misleading information about the product. By watching the advert you would believe the drink, Tango clear, is made from real fruits when the actual product does contain the flavours but not actual natural fruits. This means that the ad falsely informs the viewer on what the drink contains. This made many viewer complain about the product as it would effect their dieting pattern as well as buying for children. Another reason people complained about this advert is due to it being a "Rip off" of Sony Bravia bouncing balls Commercial, where the same action in the advert happens and also use the same music. Although this was not the reason for the advert for being upheld as Tango got permission from Sony, making the video a parody Ad not a copy. This lets me keep in mind when producing my own advertisement, to make sure all my secondary source content has got permission as well as following the rules about misleading information. For my production this would mean that i shouldn't make the chocolate bar does not appear more healthy than it is, or make it seem like it contains any ingredients that it actually does not contain. By doing this it would insure i don't mislead the viewer of any information and have rights to use the content i include.

6b. Children and Advertisement

This premire inn advert is a perfectly fine advert to have advertised on television as it doesn't brake any rules of having it aired. The advert starts with a small parody of "The Shinning," horror film, shown between 0:00 and 0:14.After this scene it transforms into a man saying how nice the premire inn is while taking a tour around one of the rooms they offer, shown at 0:16 very clearly. The reason this advert was put under ASA complaints is due to having it aired on a children's channel called Nick Jr. Due to the footage of the Shinning at the start of the video it has be reported to be inappropriate for children and scare them. The quote from ASA action towards the advert is, "The ad must not be broadcast again in its current form in or around programmes made for, or specifically targeted at, children." This means that if the advert is still allowed on TV but should not be on channels where children are likely to be watching.
This Action for Children advert is from a series of ads, Action of children made. This particular advert about a child named Dan who is artistic. The advert trys to get across, in a sketch animation style, how altruism has controlled his life and portrays it as a monster, here shown at 0:14 as he is trapped inside the monsters mouth. The problem with the ad is people became offended that they make a mental condition look like a negative thing to have, therefore making children feel like they are a monster if they have this mental condition. The advert is not allowed to be shown in its current state. The monster is also shown to be aggressive making other viewers of the advert think that all artistic children are aggressive, giving the children a bad name, once again braking the rule of protecting children from harm. This is clearly shown at 0:02 where the monster is lashing out at the screen, creating a mean aggressive and unwanted appearance towards the condition.

Sources Of Audience Information Grid

Forms and Styles of advertisement

Forms

Humorous -

Humorous adverts are adverts that create a funny, enjoyable tone and atmosphere throughout the advert. These are often used to invite the audience into buying the product, due to the enjoyment the advert creates, instead of what the actual product does. It keeps the audience engaged into the ad, which can make the advert memorable. The Snickers advert above shows these qualities as the video does not give much information about the product while trying to advertise it. Instead, it uses a clever humour of making a man turn into a female diva until he eats the chocolate bar between 0:00 and 0:22. This is a metaphorical situation that has been exaggerated as they actually make the man  a dramatic female diva, instead of him just acting like one. This could create audience identification with the advert as they can relate to a similar situation with friends when one of their friends acts like a diva. The target audience for this advert is clearly a male audience, as the advert is making fun of men who act fussy and moan a lot when they are hungry. This is further portrayed, as they are in a locker room after a football match, which is often defined as a men's sport. This gives the audience once again a personal identification with the actors in the video, as they are the same gender, and they may share the same personal sport interest.

Surreal -

A  Surreal advert is an advert that is quite peculiar and not classed as normal to the average viewer.  The main purpose of using a surreal form of advertisement, is to make the advert memorable to the viewer. The ad usually contains escapism and social interactivity. Because the video is so obscure, it makes a  great topic to talk about socially, creating discussion on the video. The 'Little baby's ice-cream' video demonstrates this through the creepy, surreal image of a person covered in what is believed to be ice cream, eating the substance, off of his head, while keeping full eye contact with the camera/audience with eyes wide open. This is not normal. At 0:36, the video shows a brilliant example of how the unusual is memorable. The person uses a spoon to scoop some ice cream off his head and eats it while keeping full intense eye contact with the viewer. This is remembered by the audience because it is so bizarre. This allows the audience to socially interact by sharing and talking about the video, spreading it's fame and giving the product more sales. The target audience of this video is unclear, but it is most likely to be aimed to anybody who come across the video. However, it is most likely aimed at a 16+ aged audience, as it could scare little children, due to the surreal creepiness included.

Dramatic -

A Dramatic advert builds up an atmosphere, allowing the product to appear more powerful and amazing than it may actually be. Making a dramatic advert can create escapism for the viewer, just like the Coors Light advert does. The advert has a setting of a snowy mountain scene, shown at 0:01. Using the dramatic scenery and the long, meaningful speech about how 'ice cold' his pants became and to compare it to the cool refreshing taste of Coors Light, was a build up and an over the top way to tell the audience that the product is a refreshing, cold drink. Between 0:23 and 0:35, he finishes he speech on his '...freeze as rock solid as mine', by stating everything he just said was nothing compared to the product's greatness. This makes the product have a greater impact on the viewer through the advert, than it might have if the viewer ever had the product. The target audience for this product is mainly men. The video's dramatic form would make whoever drinks it after watching the ad, feel powerful and heroic due to the content in the video, such as the music. The feeling of power is an appealing factor to men. The advert does not state a race or location for the audience, therefore allowing it to appeal to any male person who watches this advert.

Parody -

Parody adverts are simply and ad that makes fun of another brands advert. This tricks the viewer to think the advert is of the other brand the become shock by the sudden reveal what it really is being advertised. In this Specsavers advert it reveals to the audience that it is not a Lynx advert at 0:43 where you see the man put his glasses on. This is a a clear parody of any Lynx advert as they contain attractive women falling for the man who sprays themselves with the deodorant, using a lot of voyeurism in their advertisement. The advert take the joke further by making the women in the video act like very stereotypical glamour model by doing such things as, using a handbag to get though leafs 0:15, or at 0:20 where they stop in discuss of a muddy puddle and go around it. This add humour to the video giving the audience of social interaction with friends as they can talk about the humour of the video and how they though it was a Lynx advert. As it is advertised the same as a Lynx advert it is aimed towards the Male market due to having lots of women running in swimwear creating voyeurism.

Style- 

Realist -

Realist adverts are made to create personal identification with the audience as the video would contain content that actually happens in life. This of often used to create more of a relation to the target audience instead of promoting the product as much. for example the Mc Donald advert spends most of it time showing a typical teenage boys lifestyles in this era, then showing the poler opposite  with an old man version of the same tasks, an example of this is at 0:18 when the teen is getting his hair cut by his friend and at 0:21 where the old man gets his hair cut by a barbers. The message the video is trying to give out using this realist style is that anyone can eat at Mc Donald's and it shows both lifestyles can go to their restraint, even though they are completely different. This is shown at the end of the video at 0:56 where the commentator says "we all have McDonald's in common." meaning everyone is welcome to eat their fast food.

Anti-realist -

Anti-realist adverts are the opposite to realist adverts, they make something impossible or out of the ordinary happen that often only refers to the product instead of it a true factor of the product. In the Skoda advert they make a car out of cake, which is impossible to do as cake would not be able to do the functions a car requires to work. At 0:39 you can see a small team building the engine out of cake and other sweet products such as icing. These material used would not be able to function the requirements a car needs to work therefor being anti-realistic, but due to using the symbolism of sweet cake products, it brands the car to be a car that has a lot of care and effort put into it as well as portraying that the car values are Collaboration, Happy and enjoyable. This is shown well at 0:28, as the team of cake builders work together to do the frame work of the car. This portrays the collaboration and the enjoyable value of the Skoda brand. The main purpose therefore of the video is to be memorable and give escapism and social interaction and the audience and forget about real life for a moment and talk about the advert interesting way of making the car. The product would not actually be made like this but it is to subtle show how the company is saying they put love and care into their car so it is worth buying.

Animation -

Animation is any video that is made with single frame shots instead of recording on a video camera. Most often this is cartoon and computer generated animation but also can be stop motion. This can be done for a number of reasons but Coco Pops done this to appeal to children with greater impact. By using cartoon style animation for their advert it allows children to have personally identify with the video as it reminds them of the TV show they would be watching at that age. Animation allows people to also make the impossible possible such as in the Coco Pop advert at 0:22 where the monkey is using a jetpack to travel across the futuristic factory. Another reason why this advert would appeal to children is due to the animal factor and how children seem to be more engaged with cartoons and animals so using both would statistically improve sales of the product due to the children liking the advert.

Documentary -

A documentary advert contains a short informational video about a situation or the product being sold. This is often done for awareness in charities and products that are being developed for a better care for life.  WaterAid does this by telling facts about how 2000 children die every day from dirty water shown at 0:17. As WaterAid is a charity based on giving clean water to people who need it, it does not give much information on any other living conditions as it is that information they are trying to put across. They keep their video straight forwards and factual so that people can understand what they are trying to promote though the advert. This is aimed to all people because the charity creates sorrow for the people needing help by showing how terrible their conditions are in the short documentary.

talking heads -

Talking heads styled adverts are adverts that use the general public to comment on the product to show off the benefits to the target audience. This gives the audience truthful results of what other members of the public think of the product so they also can relate to the product as normal people like them are in the advert. In the Colgate's advert they use talking heads to tell the public that they are not making their products promised information up, by showing real public people's opinion of the product by using Vox Pops, for example at 0:15 the women is "convinced that it works." This makes the audience believe the product more due to it not coming from the producers of the product as they are more likely to lie to make more sales. The advert gives information to the viewer and is also a realist advert as it states the facts of how their product works in reality. The reason using a Vox Pop is a great way of gathering and recording this data/ information is because it is a quick qualitative primary research that gains the necessary information needed to broadcast reliable information.
 stand alone -

A stand alone advert would be used for a product that is only going to be advertised once. These products often only promote themselves and would have no follow up advertisement for the same product or service. Kings of Leon's Album "Only by the Night" TV ad is a good example as the majority of albums would not need to have more than one advert as it will only be relevant to try sell at the time it is released. Therefore it only plays the songs on the album that are well know by the majority of the public so they would buy the album when they see this one time advert, demonstrated   with the song "Sex on Fire" at 0:09 and the song "Use Somebody" at 0:15. These song were big hit when this album came out so it was a hock for the album to use them in the advert to promote the album knowing it will not have much time to advertise the album, as well as creating social identity with the band as the viewer know the famous songs.

Series -

A series styled advert would consist of multiple adverts that play out a mini story, each ad giving the next chapter of the story, quite like how a show has series. The key idea of this advertising style is so that the audience becomes attached with the charters and keep watching each ad to find the next part of the story. This BT advert is the first of a series, where 3 roommates live an average life and the adverts shows the personalities and characteristics of each charter as the ads go on. In this first advert it get you a brief introduction on each character, such as their name,hobbies and status on the social econimic scale, shown at 0:35 as Simon mentions Joe is a student and then Anna mentions how she is also a student. By knowing these two characters are students we assume they must be either class D or E on the scale as they would either be unemployed or have a part time/low management job. At 0:43 you get to find out more about the roommates hobbies as Joe like to play racing games and Simon is a computer nerd. By doing this the audience gains information on the product, identification with the charters and also social interaction because it like a tv program. This makes viewer want to see the next advert allowing more change of the Brand getting more sales though the mini show-like series.

Codes & Conventions of Advertisement

Part 1

Camera angle and shot -

To make the advert more interesting and create a greater impact to the audience the camera language must be used to a high standard. As the camera changes shots and moves around completely changing what is seen on screen at each given time it keeps the audience watching instead of drifting off due to the same boring image being shown for the whole advert. In the Beats advert they use a number for different shots and angles such as mid shots, long shots, straight on angles but mostly using close ups to show more emotion and detail to the action, facial expressions and content shown in the advert. They make the props other than the paint white or gray to add the effect the colourful paints have with splashed everywhere, shown though out the video and clearly at 0:38. At 0:17 the girl gets hit with the purple paint balloons and cuts to a close up for the same action at 0:19 to emphasise the impact of the impact and keeps the audience interested with the people getting hit with paint balloons by cutting to different verities shots in time with the music. The makes the camera techniques and language to influence the target audience to purchase the product as they enjoyed watching the video and found it appeal to them.

Iconography -

Iconography is how the advert connotes what audience they are appealing to, done though content in the advert such as props, music, actions, actors spoken language and more. This is done in music videos to boost the probability of the target market buying the product or attract a new audience to appeal to. In the Beats advert this is shown though many parts of the video such as at 0:24 you see a white male who is doing skateboarding and then at 0:35 you got a Chinese Female who is being the DJ, then again at 0:30 you have a black male who is just chilling on a post. This demonstrates that the product can be used and is for everybody of any ethnicity and gender but aims at teenaged as they all where for that age group. The music is a quite popular at the time aired as in 2011 rating the song "Me & You" by Nero was ranked number 3 in the UK dance chart and Number 1 in UK indie charts. These two charts relate back to the actors in the video as they girl at 0:17 was completely dress and looked like an indie girl due to the typical beanie and dyed hair. 

Editing - skittles

Editing is a huge role in the making of a advert or any type of media text that is video. Editing the video correctly would allow a smooth flowing video with heightened impact towards the video. The Beats advert pull this off well as they use the music to cut between each shot of the video and also slows down the footage between each of the bass drops. This is shown clearly at 0:15 until 0:19. This is done to make the video smoothy flow with the song playing as well as giving a cool looking effect of paint splatting in slow motion, showing all of the separate streams of paint blobs. This editing does not specifically help appeal to the audience but does inflate the emotion and message given though all the other sectors of the videos production. But the slow motion keeps the video memorable, making them keep thinking back to product, influencing them to buy the product more.

Music

Music in adverts are used as to promote the product by using a parody song the company made or an original song that promotes the product. The other way, which the Beats advert uses, is when the music is used as background noise that connects with the target audience and the video to inhance  the atmosphere of the video."Me & You" by Nero was ranked number 3 in the UK dance chart and Number 1 in UK indie charts. This makes using this song a big advantage to the video, as the people who the product is appealing to will most likely know the song and now refer back to the advert when hearing it. This song also connects with the target audience as it was rated number 3 in the UK Dance chart and the person at 0:21 represents a dance genre fan as she is energetic and has brightly dyed hair as a lot of people think of stereotypically for dance fans. The advert uses the music to create each of the cuts giving the video a smoother flow though out, an example of this is at the bass hits each time between 0:08 and 0:14. Cutting between views of the same action from different angles to make the video more dramatic.

Lighting -

Lighting in an advert is often to determine the situations mood or the products or services approach to the audience. In the Biking advert the lighting is dark and dismal with a dark moonlight blue tint to make the woman look less alive and keeps the atmosphere of the video rather lonely. This short video is to meant to promote people to look out for bikers on the road and they do this using shock and sorrow. The lighting is dole and lacks colour, the colour representing life in the video shown clearly at 0:08. If the video was more colourful it would make the impact of the short advert less effective as it would not match the tone the advert is portraying. By increasing the sorrow of the video it would make more people listen to the message of the advert to look out for bikers.

Sound -

Using sounds in adverts are as it seems, it is when audio is inside of an advert. The audio that is used for specific certain reasons such as at 0:21 of the Cravendale milk advert you hear very clearly the cat licking its thumb to turn the page, this is done to add to the humour of the advert and again at 0:25 the cats are clicking their fingers in a gang. This shows us the video should not be taken seriously although the background sound is dramatically building up. they use the sounds in the adverts to add to the humour of the advert, making more people remember the advert and more people buying the product.

Computer graphics -

computer graphics are most commonly used in TV advertisement to display the name of the product/service or to announce something to do with the product that needs to stand out. Cravendale uses the graphics to show off their products logo at the end of the advert. This is done to clean up any miss communication for what the advert was selling as the video was not straight to the point and talk about cats instead of the milk. They also added extra graphics with the logo at 0:41 where you see cat arms with thumbs that relate back to the advert. For this advert it makes sure you know what you are being persuaded to buy.

Special Effects -

Special Effects are used to make the impossible, possible or just to make something look amazing or change in a way you cannot film on camera. Cravendales Milk advert demonstrates this though the cats. The advert is based on the idea of cat having thumbs and showing off the things they could do with thumbs. They use this to add to the humour of the advert and produces funny situations impossible to film with a real cat live. At 0:19 you see a cat knitting and it follows on to another cat reading a book on Military strategies and licking it thumb to turn the page. This all adds to the humour of the video as the army based book added to the mischievous way cats are per sieved and seeing them do a humanoid task makes people find it amusing to watch. This humour that is created is memorable and therefor sicks in the head of the viewer.

Part 2

Shock/surprise the audience –

Shock or surprising the audience is the method in advertisement where using dramatic knowledge that is most likely unknown or not though much upon to push a point to the audience to produces a alarmed response to the knowledge given.
This smoking advert changed the way people saw smoking, by the shock and surprise of how a commonly seen safe way to keep children and people around you safe from you smoking is shown to be tragically wrong, by showing the viewer the invisible dangerous fumes it makes the smoker really take a pause and think about the situation, the advert also strengths it message though using a typical house hold environment that relates to the common smoker.

Annoyingness/Catchyness –

Annoyingness or catchiness would the when the advert deliberately puts in frustratingly catchy or memorable content into the advert so the product is kept in the views mind with the annoyingly catchy song, action, person or any other content from the advert.
The confused.com advert uses a very popular song that nearly anyone of the target market (23 years old and onwards) would know in a heartbeat. But as the company has changed the lyrics to match their service it becomes rather annoying as it takes a known song and put cheesy promotional lyrics onto it, to top it off the advert runs for a whole minute so it will get stuck into the views head and annoy them into remembering the song for months to come.

Music –

Using music to in an advert can produce many emotions and moods for the target audience to feel, this would be done though using music to match the effect the adverts trying to give, such as a charity advert would have sad music when showing the poverty. Music is also used to portray a memorable feeling for the advert by using original catchy music or a famous song that the target audience is most likely to know.
Go compare made their own catchy song so that people remember their service and use a funny looking man to add to the humour of the song and it sticks into peoples head so that the audience remember it. it also gives a light hearted and friendly tone to the whole advert as the music is quite up beat.

Catchy/Strong Message-

A lot of adverts would use a strong message or some sort of catchy content to make the advert more memorable and sticks into the views mind for a longer time period. This would be done with a powerful message that would relate to shocking the audience or it could be a catchy slogan or catch phrase that is in the advert.
Mc Donald's has made itself well know for it catchy jingle it uses at the end of every advert, "I'm loving it" this gives the brand it own look that stands out from the rest and sticks inside the viewers mind for future referance.

Aspiration – Cheryl Cole L'Oreal 

By using the audience aspiration in an advert would mean that the advert contains content that makes the audience look up to or want to be a certain person/status. The feeling would be the results of an action in the advert, often celebrates are used to create aspiration as the viewer would see them as a role model.
In most L’Oreal adverts, they use a celebrity who is known to be extremely attractive or in the fashion/glamour industry in this advert it is Cheryl Cole. At the time of this adverts appearance Cheryl Cole was seen as an iconic beauty by the public, so the women who watch the advert would buy the products Cheryl is using to aspire to be like her.

Humour –
Humour in an advert is the creation of enjoyment, laughter and gives a less serious tone to the advert. By producing this emotion it could allow the viewer to think that the product must be good due the advert humour amused them and makes them like the advert and therefore the product as well.
Tango is not try to put forward a serious message so using the humour of turning someone into a huge growling body builder makes the advert memorable and funny for the target audience of teenagers.

Animal factor –

The animal factor in adverts is when an advert uses animals, real or animated, in their advert. This can be done for a number of reasons, often used to create a certain emotion for the viewer and also if used on children, it can create enjoy for them as children seem to respond well to animals.
Coco pop cereal uses the animation of animals playing a football tournament as they are trying to appeal to young children as it is a common playground game and the animals interest  the children to watch.

Nostalgia – Internet Explorer

Nostalgia is the feeling felt when thinking, doing or seeing something that reminds you of a moment in the past that you truly miss. In adverts this is used by mixing their product with nostalgic memories to make the viewer want to buy their product to quench the views lust for the nostalgic emotion.
Microsoft try’s to re-sell their browser to all of the original users that have mostly moved on to other, better browser such as Firefox and Google chrome. They inform the old users of how they have changed for the better using Nostalgia from the 90’s, as Microsoft started in the 90’s. Other products such as nano pets, trolls and floppy discs.

Intertextuality – Coke 007

 Intertextuality is when one media text uses another media text to promote their product. In adverts this would be used in two main ways. Firstly using another very popular media product and combined their advert with the theme of the popular media text. The second way would be by having the advertisement inside of another media text, such as a TV show or film.
The coke zero advert is a perfect example of this as it shows clearly at 0:11 the well-known symbol of James Bond then the actors of the video start to hum the famous theme song of 007, this allows the film sky fall and the product coke zero to get more publicity as it allows both target audiences of coke and 007 to influence each other’s product.

techniques and associations - line of appeal

Overt Message:

An Overt advert would be straight to the point and focuses on the matter of the product or service. Injury Lawyers 4U is a great example as the people in the advert are shown as intelligent and professional, making them seem more reliable and trustworthy. As the service provides the technique of  a solution to a problem, the service must be serious and keep their facts strong so the viewer understands what they are providing. This would appeal to anyone, even though it seem like they aim for everyday people from any socio- economic group as it says at 0:13 "even to us" referring to the upper class, B and A class. Between 0:02 and 0:09 the only content given factual information making the advert extremely overt and to the point.

Hidden Message:

A hidden message in an advert is the information or delusion consumed by the viewer that is not obvious to the average person. Often this is done deliberately to make the viewer of the advert feel like the must have the product or service shown. There are multiple World of Warcraft adverts where they use celebrates to promote the game by showing a small preview of a class the resembles the celebrity best. This advert is the one with Ozzy Osbourne promoting the game. Using Ozzy Osbourne is extremely well known all over the globe and has a niche fan base for his music as well a highly well known life being married to Shannon Osbourne, a equally well know celebrate with a completely different fan base. Due to the mass fame of Ozzy Osbourne it makes him an iconic figure to look up to  and therefore make people want to play World of Warcraft because he does. This is also emphasised though the way that they quote a famous song of Ozzy Osbourne's called 'Crazy Train." At 0:03 as the camera zooms into him he screams "ALL ABOURD!" This is the exact same scream heard at the start of his song. Once again at 0:11 Where he mentions the song "crazy train" as well of giving off his well known personality of swearing making the video seem less scripted and more legitimate that Osbourne actually plays the game out of free will, once again making the hard rock/heavy Metal fans want to play the game. Due to his fans being heavy metal and rock fans, the age would be between 18-26 years old and belong in either the socio-economic group of D or E as rock and metal music fans are stereotypically seen as a layback part of society where they do not have the highest status in employment. All of this is not given straight forward to the audience to promote the game but instead a subtle way of persuading Ozzy Osbourne's music fan to play the game.

Emotional Response- excitement:

This advert creates excitement for the viewer for a number of reasons. Firstly the music played throughout the advert portrays a jolly, happy and enthusiastic emotion to the advert for any person to listen to. The announcer who talk throughout the advert have a upbeat and joyful voice when instructing the works to do the tasks to make the chocolate bar clearly shown at 0:10, as he says "candy shells." This appeals to the target market of mainly children but also people of all ages,genders and any ethnicity. This is clearly is portrayed in the advert from 0:00 to 0:02 as you see a middle class mother and child looking though the window into the chocolate factory. This also gives the idea that the advert would be aimed for families in the socio-economic group of C1 and D as most middle class families are in. This advert also uses a subtle theme of Willy Wonkers chocolate factory from Charlie and the chocolate factory. This hidden intertexualitly of the famous book and movie Charlie and the chocolate factory is shown with the small men making a chocolate bar in a fun and cheerful way shown clearly at 0:06 . This resembles the the film/book with the idea of small people (umpa lumpa in the film/book) and the cheerful and wondrous way the create the chocolate. This could add to the personal identity of the viewer as the reference to a childhood film and book could make them feel closer to the product and buy the chocolate for the nostalgic feeling.

Emotional Response- Compassion/sorrow and Shock:

This drink driving advert convays a large amount of sadness, shock and simpathy towards the scenario played out in the video. Taking away the song played throughout the music video would make the first 32 seconds seem normal and gives no clues where the story of the advert is going. Adding the music does not give a clear sign of where the narrative of the advert is leading but does give a dismal and  saddening as the song "Mad world" by Gary Jewell is sung with a lonely tone and the slow piano makes the atmosphere seem much more devastating, waiting for the build up of the advert to see why it is such a sad song. At 0:40 the viewer finally understands where the advert had gone and fills them with shock as they see the boy shown at the start of the advert having fun, being crushed and killed by the drunk drivers car. This advert is clearly only targeted at people who drive and adults who drink, shown at 0:32. The socio-economic group would be every class but mainly aimed for class C1 C2 D as they are the most common working class people who drive on the road regularly. The deviation of the boy being crushed is emphasised at the start by showing him happy with his family playing in the garden creating sorrow and shock to see that he was killed at the end of the advert, using these techniques are a common way to get a point across to the audience.

Celebrity endorsement-

Celebrity endorsement is when advertisement company use a famous person to appeal to a certain audience that fits with the celebraty used and the product being sold. The L'ORÉAL advert has nothing to do with music but because Beyonce is seen as an attractive fashionable role model presides from her music career, because of this the women who watch this advert will instently think that she looks good and she is using the product so the product must also be good, therefore making the sales that celebrity endorsement creates. At 0:03 you see a close up of her eyes to see how well the product has preformed, reassuring the viewer that the product does work and does make Beyonce look good. This would appeal to a female audience from the socio-economic group of C1, C2, and D as it is a make up product that appeals to people who cant afford full makeovers but can keep up with make up. This is for the age group of 15-30 as most girls in this age range like wearing make up to feel more attractive and look like a celebrity such as Beyonce.

research purposes

Characteristics of Two advisements

Benefits Offered-
Maltesers are advertising there chocolate as a healthier and low calorie chocolate sweet as between 0:11 and 0:15, the friend clearly states that she doesn't eat chocolate much (most likely for the common thought of it being an unhealthy and fattening product) and then changes her mind after the lady with the Maltesers said, “Less than 11 calories each.” This shows the benefit that the chocolate sweet is actually a more healthy chocolate instead of the typical chocolate that is seen as a unhealthy product that is occasional treat. They point this out again at the end of the advert at 0:33 where they say, “Maltesers. At 11 calories each you’ll have to find new ways to be naughty.” This is stating that there product is not naughty to have, again like other chocolates are often though of when growing up into the adult society. Although this makes a statement that it is 11 calories each, that dont mention how there are quite a few of them in each packet so the maths add up to it still being better than most chocolate but still not a healthy snack.

Advantages over other similar products-
The chocolate industry is know for being an unhealthy sweet product, but the advert focuses on how their chocolate has less calories and is not too bad to treat yourself to. This is mentions at 0:12 the girl with the chocolate mentions it is "less than 11 calories each." making the friend change her mind and take the chocolate, as if it wont do much harm to have. They mention how it not a bad thing to have again at 0:20 where the friend said "See, that isn't very naughty is it?" This again telling the customer that having their product is not like the competitors as there chocolate is not a naughty sweet to eat unlike other chocolates would be thought to be.

Unique selling Point-
Malteser's aim their product to be a healthier alternative to binge eating and snaking with chocolate as it aims to contain less calories than other competitors as they mention the the advert that you will need to find a new way to be naughty as eating their chocolate is not a bad thing to do or as much negative effect like other chocolate and sweets are. This is shown at 0:36 as it said, "You'll have to find new ways to be naughty." In conclusion they make themselves stand out with the USP of being a healthy alternative. Not many chocolate adverts try to appeal themselves for being healthy so i personally think this is a strong standing USP for the brand.

Lifestyle appeal-
The product itself does not offer much to benefit or improve the lifestyle of the consumer much as it does as it keeps the advert simple and bland, not giving any big promises but mention multiple times how eating their chocolate allows them to eat the sweet without feeling naughty or  unhealthy. This is clearly stated at 0:11 where she refuses to the chocolate as she does not eat chocolate, most likely due to the bad reputation of it being unhealthy, and then get convince into eating it after her friend said it is only 11 calories. This means it allows the consumer to enjoy chocolate without having to worry about calorie intake, improving their lives.

Brand Identity-
The way the product and advert make the company looks is light hearted with light humour and keeping people happy with eating sweets. the light humour and light hearted part of the advert is shown as they use the word, "naughty" making the product seem more childish or cheeky. The humour they use is from this word as they put across at 0:22 the says, 'I'll show you want is though." then gets on the table and flashes her chest, but does not show any explicit content. This in my opinion is shown as a light heart humour as the woman is showing an extreme way of being "naughty." without being rude or harmful. The advert shows eating the chocolate is not a bad by mentioning that the product is 11 calories each at 0:34. This is a big deal for snack food to have as it would make more people want to buy the product as it a treat that is not too bad for you.

Benefits Offered-
throughout the advert they use the music, special effects and dramatic actions to portray the tough manly figure the chocolate is meant to make the man to feel, as they feel like a strong man the chocolate bar has to make them feel tough as well. the music is very dramatic to add tension when he is walking. At 0:11 you can see a close up of the man face with an explosion behind him. His face has a determined, brave and strong willing expression adding the intensity of the typical manly feeling even though the task is a small and simple task. This gives the imprestion that the chocolate bar will make the man feel even more manly and tough.

Advantages over other similar products-
Because this chocolate bar aims purely for the male gender it stands out from the rest of the chocolate bars as they usually aim more towards the female gender as chocolate is seen as a feminine product. Using this advertisement allows Yorkie to gain more of a male audience as at 0:27 it shows using the graphics for a man to gain energy to do manly jobs as it said, "Man fuel for man stuff". It portrays itself as a reward for doing a task and therefore making men buy their product as it appeal more to them in the advert.

Unique selling Point-
Yorkie Chocolate bar brakes the normal idea of chocolate being targeted at women and make the chocolate for men. This is defiantly a unique selling point as no other chocolate bar does this advertisement for their product. They make the chocolate very macho shown at 0:08 where he is holding the bags with a pained look in his face and an explosion behind him. This makes the chocolate bar seem powerful and strong, while most chocolates go for a more tasteful and relaxing style of advertising. Yokie clearly has breached a well open market in the chocolate industry and it works quite well as it shows off cliché manly stuff.

Lifestyle appeal-
Due to it appealing to males it wants to make the man feel more manly, as most men would find that appealing. This is shown though the often task of taking in the shopping from the car. although it a boring, plain and simple task the advert makes it look much more heroic and powerful to be able to do the task best shown at 0:10 as the mans face look very focused, strong and pain. This gives off the heroic feeling to the simple task and the explosion in the background just add more emphasis to the over dramatised situation. This makes the point across that when you have Yokie bars you feel more powerful, heroic and manly. This is a feeling men often crave, making the men want to have the chocolate more.

Brand Identity-
The brand put itself forward as a over dramatic and comical product as they use very cliché humour of how men think they look when doing tasks, in this advert taking in the shopping. By using the over dramatic action and music it makes the advert rather humorous for the male audience as it a situation most men can relate too, and to say the chocolate bar can create this feeling makes the men appealed as it is a positive feeling of power, strength and being all mighty. At 0:16 the man is lifting the keys for the door and his face shows he is struggling to do the task and the music add emphasis on this task he is carrying out. At 0:22 you see him looking as if he feel powerful and tough as he takes a large bite out of the chocolate bar. Once again making him feel powerful and slightly barbaric, this adds to the humour of the advert and even though it aimed for men it does not reject women complete as it use to in past adverts allowing more of an audience.