ASA
Throughout the planning process, I have to ensure that all of my ideas will allow adverts to be created which are appropriate and abide by the advertising codes laid out by the ASA, as suggested by the brief.
Throughout the planning process, I have to ensure that all of my ideas will allow adverts to be created which are appropriate and abide by the advertising codes laid out by the ASA, as suggested by the brief.
If any of the codes laid out by the ASA are breached, and there is a complaint about this from a member of public, the ASA decide if they should uphold the complaint or not. If it is upheld, the advertiser must amend their advert or remove it completely.
I have picked out some key requirements that I think are most relevant to this task from the non-broadcasting code on the ASA website: https://www.asa.org.uk.
- To ensure that my advert is legal and honest.
- To ensure that the marketing does not materially mislead or clearly exaggerate the capability or performance of the product.
- To ensure that the marketing does not mislead the consumer by hiding information or presenting it in an unclear or ambiguous manner.
- To avoid causing serious or widespread offence on the grounds of race, religion, gender, sexual orientation, disability or age.
- To avoid causing fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive.
- To avoid reference to anyone who is dead, or reference them in a cautious way to avoid causing offence or distress.
- Marketing communications must contain nothing that is likely to condone or encourage violence or anti-social behaviour.
- To not portray or represent anyone who is, or seems to be, under 18 in a sexual way.
- Promotions must not be socially undesirable to the audience addressed by encouraging excessive consumption or irresponsible use. (no alcoholic drinks in promotions directed at people under 18).
I have researched print adverts that have broken some of the ASA codes. This advert for Killer Heels is an example:
- This print advert tallied up a total of 81 complaints to the ASA.
- There were complaints about sexism as many believe that it trivialized and stylized violence towards men, through the graphic image of a small businessman impaled onto a large shoe heel with a pool of blood on the ground.
- This very graphic image also received complaints due to the fact that it caused fear and distress, which was seen to be as excessive and therefore breached regulation 4.2 of the ASA non-broadcasting code.
- The NMA, who published the advert, attempted to defend it by suggesting that a deliberately unrealistic image is used to portray their message, reducing the feeling of distress.
The following print advert is an example of one which did not receive any complaints as it did not breach an of the ASA codes:
- This advert is suitable for public viewing as it does not cause any offence to any social group and it advertises the product fairly and truthfully.
- Additionally, the advert does not contain any inappropriate or scary images and portrays a message which is in no way harmful to society or individual consumers.
In short, for this particular task, I will create an honest and truthful advert which avoids images of nudity and alcohol. In addition to this, I will ensure that my advert is appropriate for under 18's to look at, as they are a part of my target audience and I will ensure that my campaign does not cause any offence especially in regards to gender and race. In doing all of this, my adverts will be appropriate for public viewing and abide by all of the ASA codes.
Total Film
My adverts must also appeal to the audience of Total film magazine, as this is where they will be placed. Total film magazine is a monthly British magazine published by Future Publishing. Each magazine issue focuses on the film industry and aims to appeal to film fans. It contains reviews on recent blockbuster films and exclusive interview with people related in film. As well as this, it contains letters/emails submitted from readers of the magazine giving their view on a recent film release and 'sneak peaks' from upcoming releases.
I will make certain that my adverts are suitable to be placed in issues of Total Film magazine by referencing popular films such as La La Land, Forrest Gump and Spiderman through recreating well-known poses from these films. This will create intertextuality. For the fourth advert, I will use a cinema setting because this is a place in which the audience of Total Film will relate to and will lead them to personally identify with the advert. While doing this, I must ensure that the target audience suggested in the brief is also appealed to.
Total Film
My adverts must also appeal to the audience of Total film magazine, as this is where they will be placed. Total film magazine is a monthly British magazine published by Future Publishing. Each magazine issue focuses on the film industry and aims to appeal to film fans. It contains reviews on recent blockbuster films and exclusive interview with people related in film. As well as this, it contains letters/emails submitted from readers of the magazine giving their view on a recent film release and 'sneak peaks' from upcoming releases.
I will make certain that my adverts are suitable to be placed in issues of Total Film magazine by referencing popular films such as La La Land, Forrest Gump and Spiderman through recreating well-known poses from these films. This will create intertextuality. For the fourth advert, I will use a cinema setting because this is a place in which the audience of Total Film will relate to and will lead them to personally identify with the advert. While doing this, I must ensure that the target audience suggested in the brief is also appealed to.
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