Tv advertising- Task 2

The advert begins very innocent with a young girl and her father boarding a train, and two children no older than 12 lock eyes and smile; within a flash the whole scene changes to the young girl pole dancing on the trains holders. The music becomes provocative and the lights low; the meaning/ concept becomes clear at the end of the advert with the quote "Don't let your child be educated by TV!" Basically informing parents that they should not allow their child to be so wrapped up in watching T.V that it becomes their teacher in how they live their life. The conventions used within the advert, are the basic plot with the pack shot at the end; however in this case it is more a company sending a message advert whereby the audience learn/ gain something. In terms of the audience, it is clear that their target audience are couples- Couples who have children- predominately parents.  

The issues which this particular advert raises is the core fact that a girl younger than 18 has been sexualised in such a manner; which causes disturbance within parents as well as other audiences. The actual content within the advert would be considered explicit content, as the young girl is in fact pole dancing which is something that is frowned upon as a whole  but to see a girl of below 12 to take part in such an action is shocking as well as disturbing.

The ASA state "We will not hesitate to ban any ad that could result in a child’s physical, mental or moral harm. Fortunately, the majority of advertisers are committed to preparing ads in a socially responsible way and working with us to get their ads right."

What we found contradictory about the advertisement is that it's based around minimising the amount of influence that T.V have upon children 'sexually' however the advert is so provocative that it defeats the purpose of actually removing a sexualised mindset and instead reinforcing it by having a child actually do it. Many parents found that the advert was over sexualised and in-appropriate for viewers.

The advert is actually a campaign running within Romania; "Don't Let Your Child Be Educated by TV" A social campaign is to raise the parents' awareness to the risk of allowing their children watch too much television without their supervision. - Social Advertising Romania

Task 1 Tv advertising- Regulatory bodies

Task 1

Regulatory Bodies

Answer the following questions using your class notes and independent research:

1. Who are OfCom?

   The office of communications, also known as OfCom are a government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom, they have legal duties such as making sure the Uk has a wide range of electric communication services, people who watch Tv or listen to the radio are protected from any harmful or offensive material and people are protected from being treated unfairly in Tv and radio programmes.

       2. In what ways do they regulate advertising

      They Regulate advertising by examining specific complaints from viewers or listeners about programmes about channels that have been broadcast under their licences, when they receive a complaint they ask the broadcaster for a copy of the programme to see if the content is in breach of the broadcasting code, they request a response from the broadcaster to the complaint, they also make sure that any harmful or offensive material is not heard or seen by the viewing public.

    3.  Who are ASA?

              The ASA are the Advertising Standards association who independently regulate advertising across all media, they apply advertising codes which are written by the committees of advertising practice, their work includes responding to complaints, and consistently checking the media to take action against misleading, harmful or offensive advertisements.

       4.   What are they responsible for?

       They are responsible for regulating the content of advertisements, sales promotions and direct marketing in the UK, they do this by investigating complaints made about ads, sales promotions and direct marketing and deciding wether the advertisements comply with its advertising standards codes which states that "before distributing  or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation"    

      

                 5.What is the CAP code?

     The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications in the United Kingdom.

Advert Analysis- J20 Advert

This advert  is a anti-realist advert as clearly they have used graphics to give the people heads of cats,dogs and mice, which obviously isn't possible in real life and I think it  gives across a fun and party atmosphere and a sense of randomness as you wouldn't really expect to see something like this in an advert for a drink, as in other drink adverts people are mainly used to describe or talk about the product being advertised, also by using computer graphics to add animal heads onto human bodies it makes the advert humorous as it isn't an everyday thing you would see, and also that the characters in the advert act like both humans and animals creates a funny side to it, it is a conventional advert as it contains typical Tv ad conventions such as an image of the product and a pack shot at the end of the advert, visual effects such as the animal heads, and the message which is that j20 brings people together, the camera shots are mainly mid shots and close up shots, I think this has been done to add to the message of the advert which is "J20 brings people together" and by having shots that are smaller it brings every one/thing closer together, it also draws attention to the product which is being shown in almost every shot in this advert, as well as that there is no voice over in the advert and there is just a music bed used where the song mentions cats, so it works with the advert as it relates to the themes presented in the advert, some of the shots are very short and they flash quickly to the next scene which I think emphasises on the message of the advert, that it brings everyone together no matter what your differences are and that the drink will make you enjoy life, so the fast shots show that.

The lighting used in the advert I think has an effect on how the audience will view the product, the lighting is quite dim and laid back so not only will they see J20 as a drink that will bring people together, they would view it as a drink to have when you want to relax and enjoy your self, the most appealing thing to an audience about this advert would most likely be the benefits to them, as by seeing the product placed in a party scene they would now associate the product with fun, parties and socialising, also there is a deeper message in this advert as at the beginning of the advert the dogs walk into the room full of cats, the music stops and the cats don't look happy that they're at their party until they notice the J20, this also happens at the end of the advert where the mouse enters the party with a pack of J20, therefore this is implying that J20 is so great it could make any one be your friend and make anything happen, this is also is used as the unique selling point because most other adverts are not as creative as this advert and don't try to persuade the audience in this way without using a voice over either.

Advert analysis- Specsavers advert

This advert is a realist advert as it uses typical Tv advertising conventions such as Pack shots and using the slogan at the end of the advert, it is a humorous advert as it is supposed to be a parody version of the 'lynx effect' advert, as the man thinks by spraying himself with aftershave all these women are attracted to him, but as soon as him puts on the glasses all the women run away, so instead it's called the 'should have gone to specsavers effect', there is no voice over used in the advert  and just dramatic music which I think is effective because it adds to the humorous side of the advert as it makes it seem as if it is a serious advert at the beginning and you do not expect the advert to be about glasses at first, you think it's about the spray then right at the end of the advert you find out the advert is for specsavers.

The Advert suggests that even if you used sprays such as lynx or axe which are advertised as attracting women to men, it doesn't matter if you have this spray on, if you have bad glasses the 'lynx effect' won't even take its apparent effect, therefore instead of buying your glasses for a cheap price, but they don't look nice you could go to specsavers while also saving money you could receive designer glasses, 2 for the price of one at £99, the advert also suggest that by buying theses designer glasses it will have the same effect as using the sprays they made a parody out of, this is a good selling point for an audience as it would appeal to them as they would think that by buying glasses from specsavers would be a benefit to them as they would get the same amount of attention as someone who uses products such as lynx.

The advert has a happy feeling to it as it is set on a beach with lots of natural lighting surrounding, and the colours of the women running in bikini's such as blue's and pink and I think the colours at lighting used is trying to portray the happy and light mood the man should be feeling at the moments he see's the hundreds of women chasing him, also I think the used of wide and long shots are used to show the extent of how many women are appearing from every corner of this massive island for this one single man, which suggest that by you having specsavers glasses you will be unique and singled out from other people.

Perfume Ad analysis- Lady Gaga Fame

Lady Gaga- Fame perfume

In this advert Computer graphics have been used to give a sense of a 'dark/supernatural' feel to it, for example graphics such as the cloudy sky which could not have been added in without a green screen, also Lady Gaga as a statue/Golden body  with loads of little men and women climbing over her, and when a black liquid type thing is engulfing and coming out of Lady Gaga, there is no voice over used throughout the whole advert except Lady Gaga's scream at the end of the advert, there is only dramatic music playing with sound effects such as shattering glass, the reason behind this could be that she wants the imagery and the product to be the main focus of the advert and also to get the message across, that when your famous you wont need words to attract attention, but you on your own will be the center of attention, and this is supposedly is the effect the perfume will have on you.

In a way its a preview into what you should expect if you buy the perfume, for example men and women chasing and wanting you and a sense of being a dark beauty, the name 'Fame' also emphasises this point as when you are famous every one wants you and you'll have many people chasing you, another example of how fame is shown is through her body and how it is blown up to show because she is famous and wearing this perfume she is bigger than everyone else.

The editing is quite flashy, with usage of cutaway shots, there is usage of wide shots, close ups, extreme close ups and long shots in the advert to give the audience a full vision of the various things happening in the advert and it makes them see that things aren't always as they seem, as at the beginning of the advert you see what seems to be a face, but as the camera's zooms in we see that it's just objects placed carefully, which adds to the fact the advert is very delusional and exaggerated, it's a dark advertisement which is driven on sex, power and being an icon, on particular scene that stands out in this advertisement is when Lady Gaga emerges from her own lips, and is being engulfed by a black substance which is supposed to be the perfume taking over here, where she is transforming into a sex icon- which gives a deeper meaning to her actual perfume that if you use it, you will transform into a Lady with power, another message I think this scene brings is that "fame turns you a monster", both fame itself and the perfume, which in a way has a hidden meaning as Lady Gaga is also known as 'Mother Monster'

The advert is different compared to others and raises the question of when the actual producers would play the advert the advert as it is it is very explicit in content, as in comparision to other womens perfume adverts such as 'Ninna Ricci's Le'Eua' which is very light,delicate and playful, which completely contrasts with Lady Gaga's- Fame, in all aspects especially with lighting, themes, colours, music and concept, Nina's advert is very innocent and whereas Gaga's is provocative, and can be compared more to male perfume adverts, as the concepts are usually similar e.g. sex, lust and vanity.