Advertising workbook

30.1.1

Task 1

Explain what TV advertising is?

TV advertisements is ability to make connections with the audience through advert. TV advertising uses audio and video to make consumers listen and make connection with them rough their adverts.

2. view three different contemporary TV adverts and list three key characteristic of them: 

• John Lewis Christmas Advert 2014  Monty The Penguin  

This advert tells the story of a little boy, and his best friend, Monty the penguin. this is a tale of friendship, love and giving someone the gift they've been dreaming of this Christmas
https://www.youtube.com/watch?v=iccscUFY860

• Three Sing Kitty cat advert   

 Starring The Girl the Singing Cat and a whole load of silly stuff.
https://www.youtube.com/watch?v=SXy6JElmgHU

• John Lewis Christmas Advert 2013  The Bear & The Hare  

John Lewis Christmas TV advert and see Hare give his best friend Bear a Christmas he'll never forget. Poor Bear is the only animal that never gets to celebrate Christmas because he has to hibernate every year.
https://www.youtube.com/watch?v=XqWig2WARb0

TASK 2 ( 30.1.2)

Advertisers use a variety of techniques to get us to buy goods or services. Some of them are listed below. Can you fill in the gaps and find an example of an advert which fits the persuasive technique used?

Type of persuasive technique	Link to an advert which uses this technique
The Anecdote: Personal experience or story which is sold to us as proof.	https://www.youtube.com/watch?v=NWF2JBb1bvM
Adjectives: Crisp, fresh, healthy, nutritious, etc	https://www.youtube.com/watch?v=KMiT-tdNKTY
Repetition: Key points, positives about the product, themes etc	https://www.youtube.com/watch?v=dJYwfEI4Fyo
Statistics: Often presented as factually accurate but sometimes they are a bit dubious.	https://www.youtube.com/watch?v=wbeg2S6se6Y
Fact: A statement that is true and can be          proven.	https://www.youtube.com/watch?v=e-XW4wOJqjQ

TASK 3 (30.1.3)

View this old television adverts: http://www.youtube.com/watch?v=pKuEwsEiSp8  and this contemporary TV toothpaste advertisement, http://www.youtube.com/watch?v=99T-iGcii8U Complete the Venn diagram below, What are the similarities and differences between this advert and contemporary toothpaste adverts?

• Old advert

Black and white advert
Old advert didn't have any technology compare to the new one
They used chart also pictures 

slow paced 

stop motion

• New advert

colourful advert

The technology used in this advert can show if you got bacteria in your mouth
time laps
CGI
The new advert had used a random lady of the street to try product

both adverts

both used bar charts to show the information
both advert used dentist
advert had females to promote the ad even more because female are the ones that do the shopping
v/o
both used sound effect at the background
product
facts
repetition

TASK 4 ( 30.1.4)

According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use among other techniques, the following lines of appeal. They use images of, or make reference to things to tap into our desires or fears. View the Powerpoint called Lines of Appeal which is available on Moodle.

Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used:

Advert1

Product Name: Best Advertisement ever-Winner of Best Ad 2014
Link: https://www.youtube.com/watch?v=K9vFWA1rnWc

Persuasive techniques: emotion, happiness,   

Product USP

Advert 2

Product Name: Comedy and humour 
             
Link: https://www.youtube.com/watch?v=9scm3NCIH_E

persuasive techniques: Entertaining audience 

Product USP

Advert 3

Product Name: Happy families                         
Link:https://www.youtube.com/watch?v=-gMjPezr8TY
Persuasive techniques: Coca Cola Christmas truck in real life at festive events nationwide. To bring people together. Happiness
Product USP

TASK 5 (label this on your blog as 30.1.5)

 

Audience Demographics

One of the most common ways of identifying a target audience is the socio-economic model.  Although this model has been in use for a very long time, it is still a useful tool in identifying a target audience. The basis for this system is level of earnings.  An AB audience, for example, is assumed to have more spending power than a CDE audience. 

A	Lawyers, doctors, scientists, managers of large-scale organisations – well paid professionals
B	Teachers, senior managers, some middle management – fairly well paid professionals (and very poorly paid teachers!)
C1	‘White collar’, junior management, bank clerks, nurses
C2	Skilled ‘blue collar’ workers such as electricians, plumbers, carpenters
D	Semi and unskilled manual workers such as drivers, post sorters
E	Students, the unemployed, pensioners

Audience profiling

There are many other ways that an audience can be segmented or profiled.  Whenever a TV advertiser is producing a commercial, they will always take care to identify the target audience as accurately as possible.  After all, if the audience is identified and targeted well, the product is likely to be successful!  That is why audience is considered a key consideration – because it is fundamental to the planning and shaping of an advertisement.

Audiences can be segmented in other ways as well as the socio-economic model above:

• Age
• Gender
• Demographic (where the audience live)
• Profiling (this is often done by advertisers to identify ‘types’ of consumers)
• Values, attitudes and lifestyles (in other words the types of products which are likely to appeal to those with these values, attitudes and lifestyles.

Watch a series of adverts and identify as accurately as possible the target audience for each, provide a link and give explanations to back up your conclusions about why the advert appeals to the specific demographic.

1 Iceland christmas TV Ad 2014 peter Andre. Peter Andre picks out his favourite Christmas Desserts from Iceland's two woman's were attracted by him because he is hand some but he was talking about the product while their were trying to talk to him. The age for the audience for this advert is 40-65. The gender for this advert is woman i guess because of the two woman's that were in the Ad for e.g. the first one is about 40 something and the blond one which is the second one is about 30. However the gender for this Ad was promoted for woman, because woman do the shopping. The social economic i would say is B on the table because of the price that was mentioned in the advert which is £4 which is cheap for the audience to shop from iceland. The demographic for this advert is urban areas because iceland is located in urban areas were the population is high.

https://www.youtube.com/watch?v=iQlZcEh4u4c

2 Get set for advent with the new Argos Christmas advert 2014 it shows a young girl dancing and a kid playing with toys also a old person that is happy for christmas sitting next to his dog. This Ad is much better then 2013 one before because Argos Christmas Ad 2013 used aliens but the 2014 was used to show their products to the audience e.g. headphones toys for children and other stuff. The target age for this Ad is for 8-30 because of the stuff that has been showed up e.g. headphones TV, PS4 light housing toys for children also christmas gifts for old people. The social economic for this i would say is A,B, C1  on the table because some of the Argos products that is showing are not cheap. The demographic that is used for this advert is an urban area is a were located  by high human population density.

Argos Christmas advert 2014:
https://www.youtube.com/watch?v=tVRnF8sg-RI

Argos Christmas advert 2013:
https://www.youtube.com/watch?v=S2d9uuDSCEI

3 New snickers TV Ad where Mr bean demonstrates that you're not kung Fu when you're hungry. It shows that Mr bean couldn't do anything right even that they trained him well because he didn't had a snicker before the mission. The age for snickers Ad is between 14-25 because usually kids eat snickers chocolate also adult from 25 and under, there's few that eat snickers above the age 25 but not as much as kids. This advert used Mr bean because he's a funny character for kids and adult were it can be entertaining as well. The gender for this Ad i think is both males and females but mostly males because men are more interested in kung Fu than woman. The economic that is used for this Ad goes for E because students enjoy buying snickers a lot and advert is properly made for them. The demographic for this is everywhere because snickers usually sold everywhere. 

https://www.youtube.com/watch?v=qIVDxL2lgN4

TASK 6 (label this on your blog as 30.1.6)

THE REGULATORS: (Video Cast to be uploaded to your blog). Use the ASA website to help you answer these questions. 

Answer the following questions in a videocast:

1.     Explain who regulates TV advertising in the UK?

Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. 

2.     Explain the process of how to complain about a TV advert which you thought was offensive in some way. To complain about an offensive ad using ASA website which is advertising standards authority. The UK independent regulator for advertising across all media. 

     By clicking on (Make a complaint) on consumers and then your complaint will be treated as a cross border complaint and you submit your complaint. 

3.     Watch this controversial advert:  
https://www.youtube.com/watch?v=yFOcrZeMRUU4.  

 Explain what happens in the video. 

A TV ad for children's charity Barnardo's featuring a girl being repeatedly hit about the head by her father, it shows how a lifetime of abuse leads a young girl into a cycle of drugs, jail and poverty. In the first scene the girl is seen mugging someone, the second shows her dishevelled and crying in a cell, while in the third she receives a brutal smack on the back of her head from her father. The fourth scene shows the girl unable to focus at school and in the final scene she is seen shooting up drugs.

5.     Explain why this advert could be banned? 

This ad must be banned because it shows how children are getting abused by a charity also many complained about it which is right. Showing this to children can effect them. It says "For thousands of children in the UK, the story will keep repeating itself until someone stops it". 

6.     Explain why this advert shouldn’t be banned?

I think this advert shouldn't be banned because children see more violence then Distressing Barnardo's ad but some parents found this ad distressing and too violence to be showing on TV because it could effect some children it's too violence to use for an advert.  

7.     Carry out some internet research and find out why this advert was banned.

This advert was banned because it was distressing to watch for some parents it was shocking and many have complained about it for child abuse which is wrong to be showing in TV. They should be transmitted after 9pm only to reduce the likelihood of children seeing them because of the scenes involving violence and drugs use. 

8.     Do you think the regulators were right to ban this advert. Back up your argument with clear points. 

I think they have the right to ban Break the cycle Barnardo's charity ad because violence and drug taking were distressing to watch it's not suitable to be showing for children. That speed up to dramatise the cyclical nature of abuse. Drugs showing on TV as an advert can be shocking for children i think the regulators were right to ban this advert.