Task 4 Regulation

Regulation Of Advertising

The Regulation of advertisements is needed because if they were not assigned then there would be all kinds of inappropriate adverts on the television. For example if the advert was advertising the sale of tobacco products it could be shown on kids tv programmes and it might not be seen as a dangerous thing.

The role and purpose of ASA and Ofcom

To assign the rules and regulations of advertisement and make sure all adverts suit these guidelines. The areas of advertising that are a particular concern to ASA would be making sure all adverts are legal, honest, decent and truthful. ASA intervention has changed tobacco advertising since 1965 when cigarette advertising was banned on television (cigars and loose tobacco can continue to be advertised until 1990). 1975 introduced new rules for other types of cigarette advertising introduced along with pre vetting. In 2003 The tobacco advertising and promotion act 2002 came into force, prohibiting the advertising and promotion of tobacco products. It does not, however, cover ads for rolling papers or filters.

Ofcom- What Ofcom say about their purpose on their site.

Ofcom is the communications regulator. We regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate. We make sure that people in the UK get the best from their communications services and are protected from scams and sharp practices, while ensuring that competition can thrive. Ofcom operates under the Communications Act 2013. This detailed Act of Parliament spells out exactly what Ofcom should do – we can do no more or no less than is spelt out in the Act. The Act says that Ofcom’s general duties should be to further the interests of citizens and of consumers. Meeting these two duties is at the heart of everything we do. Ofcom is funded by fees from industry for regulating broadcasting and communications networks, and grant-in-aid from the Government. Accountable to Parliament, we are involved in advising and setting some of the more technical aspects of regulation, implementing and enforcing the law.

Main legal duties are to ensure:

• the UK has a wide range of electronic communications services, including high-speed services such as broadband;

• a wide range of high-quality television and radio programmes are provided, appealing to a range of tastes and interests;

• television and radio services are provided by a range of different organisations;

• people who watch television and listen to the radio are protected from harmful or offensive material;

• people are protected from being treated unfairly in television and radio programmes, and from having their privacy invaded; and

• a universal postal service is provided in the UK – this means a six days a week, universally priced delivery and collection service across the country; and

• the radio spectrum (the airwaves used by everyone from taxi firms and boat owners, to mobile-phone companies and broadcasters) is used in the most effective way.

Code Rules

Harm and offence

Environmental problems

Racism

Filming of children and advertising of children

Scheduling ads at appropriate times 

Displaying ads in appropriate times

Misleading claims

Task 2 Audience Research

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Market Research - Advert

• What happens in the advert?
• The form of the advert
• The style of the advert
• What shot types and camera movements it uses?
• What type of sound/music it uses?
• What makes it memorable?
• How it makes the product appealing
• Why it is suitable for the audience it is targeting
• Is there anything in the advert that doesn't seem appropriate?

The product we are advertising is: Haribos



In this advert for haribos the adults are speaking like children and acing childish. Describing the sweets as little toys and things. The form of this advert would be surrealism because it is unrealistic that these adults wouod be talking and acting like children the way they are in this video. The style of the advert is humour because it involves a lot of comedy aspects. Nothing about the advert is projected in a serious manner. What makes this a memorable advert is the unique theme that has been used, it is very original in the way thta there are no other adverts that use the same principles.




This advert involves a little girl dressed as a scientist doing a case study to see who can resist eating a haribo when it is left in front of them. All of the test subjects fail to do so and she says "this is proof that haribos are irresistible. The dad in the background then goes to steal a haribo and the girl says "greedy chops". The form of the advert is documentary because it uses facts. The style of the advert is comedy due to the funny nature of the video, it includes a lot of jokes. It uses a close up shots because it shows us the heart sweet. The mid shot is of the kids and the dad at the beginning and of all the singular interviews. The girl with the glasses and the scientist robes. It makes the product appealing because it makes you wanna try them as they're described as 'too good'. It is suitable for the audience it is targeting because it is very childish and sweet adverts mainly aim to attract children audiences or younger people. There isn't really anything inappropriate in the advert due to all being portrayed in a childish nature and the main audience is aimed to be young kids/teenagers then everything seems relevant.




In this advert it starts off with a young boy interrogating a man about eating all the fried egg sweets. He tells him to sign a confession that he did but the man scrunches the paper up and pretends to sneeze it out. The boy then says "tried to be nice, mum bring in detective mills". A small girl comes in and then says "sign the confession, look into my eyes". The man then says "alright ill sign the confession, i ate all the fried eggs". The form of the advert is anti-realist narrative because its something that wouldn't happen in real life. The style of the advert is surrealism because a kid wouldn't interrogate an adult in real life over some haribos and it is also humour because its rather funny when detective mills comes in and starts breaking down the man to confess. Some of the camera shots used in this are mainly mid shots and long shots of the whole room to get a full perspective of whats going on. No music is used apart from the haribo theme song at the end. What makes the advert memorable is the humour and distinctive theme of the entire advert. The way the haribos are portrayed in the advert is what makes them appealing. They swap the kids with the adults because it is aimed at children and adults, they're trying to insinuate that haribos are sweets for both the elderly and the young. Nothing really seems inappropriate.




In this advert the boy is walking a long with his parents and he says a pretty girl walking with her mates. They make eye contact as the girl puts a haribo tangfastic in her mouth and she starts pulling all these funny faces. The boy then says she's tangfastic but corrects himself by saying to his parents does anybody want a haribo tangfastic. He then eats one and also makes all the funny faces too. The form of the advert is anti realist narrative because the sweets do not make your face go all retarded. The style of the advert is humour because they make funny faces when eating the sweets. There are quite a few close up shots of the faces when they eat the sweets. It also includes some mid shots when all the family are standing together. There is no music used in this advert apart from the haribo theme song at the end. What makes this advert memorable is the funny faces that you see them pull when they eat a sweet, you would ask people "have you seen the new haribo advert with the funny faces in it?" The usage of humour in this advertisement is what makes it appealing because it makes you want to try it. Haribo usually swap te adults with the children to make it seem like adults are kids and they are aimed at people of all ages, but this one mainly uses kids. So maybe its aimed to more the younger side but i dont know for sure. There isnt really anything in the advert that seems inappropriate, everything relates to what they are trying to advertise.




In this advert it starts with a little girl speaking on the phone, meanwhile her mum is calling for help because she is being teased. The girl then says she has to go over the phone because 'theyre getting out of hand again'. She then walks in to her mum and dad fighting over a bag of haribos so she shouts at them and tells them off, saying theyre both not allowed sweets for a week like she is the parent. Then it finally ends with the mum saying stupid to the dad and then the dad poking his tongue out. The form of the advert is anti realist narrative like most of the other haribo adverts. The style of the advert would be humour and surrealism because of the comedic nature. In normal life the girl would not be telling off the adults for fighting over the sweets it would be the other way round which is what makes it unrealistic and this makes the advert funny to watch. The camera shots mainly include mid shots which is of the girl on the phone at the beginning, the man and woman fighting over the haribos, and then of them sitting on the sofa at the end. Once again like all other haribo adverts no proper music or sound is used apart from the haribo theme tune at the end which is what also makes it memorable. Other things that make this advert memorable would be the funny ending with the dad poking his tounge out at the mum. What makes the advert appealing is how the haribos are that good it makes even adults fight over them which is what we interpret. Once again like classic haribo advertising the audience is aimed to be both adults and children because they have swapped the kids with adults to appeal to both. Everything seems appropriate to fit in with the theme of it, nothing seems to be out of place.

Task 5 Types Of Research

Secondary Research

Seconday research is research that is carried out with already existing data. It uses materials as books, magazines, journals, newspapers amoung others. Secondary research is a method of collecting data that has already been gathered by some one else. It is a technique used when performing marketing research. It is a useful method as it allows the researcher to identify a new topic rather than one that has exhaustively been researched.

Primary Research

Primary research is research used to collect data for a specific task. Types of primary data collection methods include Personal Observation: The observation of the respondent by a trained observer or by electronic equipment (camera). The aim is to observe consumer responses and behaviour to a product or customer service.

Quantitive Research 

Quantitative research is about asking people for their opinions in a structured way so that you can produce hard facts and statistics to guide you. To get reliable statistical results, it’s important to survey people in fairly large numbers and to make sure they are a representative sample of your target market.

Qualitative Research

Qualitative research seeks to find insight into consumer behaviours. This method of research attempts to understand the 'why' behind a person's decision to act through methods such as in-depth interviews, focus groups and observational research. Additionally, qualitative research is supplemented through cutting edge fields like neuro-science.

Task 3 Analysing a television advertisement in detail

Analysing adverts in detail.

The advert of my choice was this Breitling advert that expresses the excellence of their watches. The general mood of the advertisement was a very upbeat and exciting introduction. It included people doing things like flying, diving, racing etc. The advert uses a suspenseful background song which is very upbeat and anticipates the advert very well. The audience this is portrayed to would be someone with a wealthy background as Breitling is a well known expensive brand of watches. At the end the slogan "Instruments For Professionals" is used which also shows the advert is aimed at wealthy successful people. The advert includes a man and a woman so it means the watches are unisex or support both genre of sex. The main persuasive unit in this is the excellence shown through the activities the actors are doing. People will view it and think i wished i could do these things, if i had a breitling watch then people might associate me with these kind of activities shown in the advert. The form would be Documentary as it is a serious advert and documents all these thrilling things and the style is repetition as the song plays over the same beat again and again for suspense. The Breitling brand is shown a few times on the planes to maybe emphasis the name and keep it in peoples heads. No stereotypes are made of the people but they are not diverse. All of the people who are in the video sre Caucasian. A lot of the camera angles in this advertisment are close ups of the actors faces, this is used because close-ups display the most detail, but they do not include the broader scene.

Styles Of Television Advertising

Advertisements are very careful to target particular audiences and they use different styles to entertain different people.

Humour 

Companies use humour in their advertisements to make the product the are selling more light hearted and fun. For example, smoking is a very serous matter it can cause numerous cancers and diseases like bronchitis. However, in many smoking adverts they use humour or something else to fade away the risk of smoking and make it seem a cool and relaxing thing to do. 

This advert is about a cigar called hamlet. When the player turns away from the ball cause he doesn't wanna get hit in the crown jewels the ball bounces off the bar and strikes him there. He is then carried off the pitch on a stretcher smoking a hamlet. This is to make people overlook the risks of smoking and to think it is a cool thing to do. It encourages people to go and buy the cigars.

Parody

A parody is taking the mickey out of something else, like a spoof. Advertisements sometimes use this to mock another thing but in a funny way to make the viewer feel amused and they can relate to it. An example of this would be the Somersby advert which mocks 'Apple'.

The advert mocks the idea of Apple selling their products by selling their cider the same way. They used this idea so the audience can relate to the apple company because it is a very popular organization.

Surrealism 

This technique is used to make the advert more memorable to the public, so it stays in there head because its something different. An example of this would be the Cadbury's Gorilla playing the drum set. 

It does not associate with milk chocolate at all, but it works because its something quite surreal and different. People remember it more juts like the other cadburys advert with the dancing eyebrows.

Sex Appeal 

Sex appeal is used in adverts to arouse the opposite sex while hey are watching it. It catches attention and gets the viewer intrigued in the ad. An example would be the Fiat Abarth 500 when the guy thinks he is being seduced by a woman but in reality he is about to kiss the car. They use this image to make the car seem sexy as it is compared to a beautiful woman.

The ad is successful because it encourages mainly men to go out and buy the car.

Famous Faces

Using famous faces in advertising is to attract viewers because if someone sees an idol or something they like on television they are more likely to pay attention. This could also be a drawback as if you didn't like the person then you would not want to watch it. An example of this is in the EE mobile company advert it features Kevin Bacon, a successful well known actor.




The purpose of this advert is to advertise EE and get people to join them. Humour is also used in here to make it some entertaining.
 Shock 

Shock advertisements are used to scare the audience. An example of this would be the Phones 4 u advert where they use famous horror scenes to promote their deals and get sales to increase. Some people will remember the advert because if they get scared it will remind them how they feel.

Standalone

A stand alone advertisement is a form of advert that is a one off, there will not be another advert by the same company that is related in terms of the story. A stand alone advertisement as a beginning and an end, no other advertisement from the same company will start the ad where the last one finished. An example of this would be Yell, they produced many stand alone advertisements in a three month campaign of adverts to tell their consumers their new phone number.