Task 5 - Methods Of Research

It is important conduct research before producing an advertisement because you do not want to put out any false facts or figures.

Secondary Research

Secondary research is when you go on the internet or to the library to find out facts that other people have already established through their own primary research. This is good because it allows the researcher to establish new topic that they may not have known when conducting their own primary research.

Primary Research

Primary research that is conducted by the researcher themselves or gathered by them. Often researches will proceed in secondary research before going on the gather more of their own information. This can be completed through various methods such as, questioners and surveys. This allows the researcher to go into more detail than what somebody has already established.

Quantitive Research 

Quantitive research is when you ask people for their opinion in a structured way so that you can produce hard facts and statistics to guide you. It is better to ask people a lot of people, that way you will get more reliable results. This allows people to freely give their opinion without being given barriers, so this allows the researcher to gather information that people actually may thinks its true.

Qualitative Research 

Qualitative research is how good your survey is and how good the answers are. It is better to ask more people because then you can choose which answer is better and what answer you can use.

Audience Research

Qualitative audience research engages a small amount of people to gain a complex or detailed answer from their experience of what the question is based around.

However quantitative research is asking many people in order to get diverse and different answers to get other peoples point of view of the question.

Market Research

Market research is when a company researches from consumers to see what they would like to improve about their product. The research may involve asking consumers what they do not like about the current product. They then may take on that information then apply it to the product and improve it based on what the feedback was.

Production Research

Production research is to determine whether a product will be accepted amongst different demographics, e.g. gender, age, location, income levels and many other variables.

Task 4 - Regulation

Why is Regulation Important?

Advertising is everywhere in modern society and is a big part of the economy. This tells consumers about the things that are available to buy giving them information about the product. In these advertisements it gives people information in the hopes that it would persuade them to buy the product or use the service. However, it is very important that the information provided is not misleading or inaccurate, and can be trusted by the people who hear or see it.

Ofcom and ASA

The office of communication, known as ofcom, is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the united kingdom. Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors. It has a statutory duty to represent the interests of citizens and consumers by promoting competition and protecting the public from what might be considered harmful or offensive material. Some of the main areas Ofcom presides over are licensing, research codes and policies, complaints, competition and protecting the radio spectrum from abuse. When dealing with advertisements, ofcom will often direct you to the ASA which specifically regulates advertisements.
Ensuring that advertising can be trusted is where the Advertising Standards Authority comes in. The ASA started 50 years ago, and its job is: to ensure that advertising in all forms of media - from newspapers, magazines and billboards through to television, radio and the internet - is legal, descent, honest and thruthful. If an advert fails those tests, then the advertising is either amended or withdrawn.
ASA covers advertisements in:

• Magazines and Newspapers
• Radio and TV
• Television shopping channels
• Posters
• Cinema
• Direct mail (advertising sent through the post and addressed to you personally)
• Internet, including a company's own
• Marketing on it's own website or social networking page, as well as in paid-for space
• leaflets and brochures 
• Commercial email and mobile messages 
• CD ROMS's, DVD's, videos and faxes 
• Sales promotions (special offers, prize draws and competitions)

Some things that the ASA does not cover will include;

• Sponsorship e.g. of events or TV programmes
• Packaging
• Shop windows 
• Telephone calls
• Fly-posting
• Private classified ads
• Statutory / public notices 
• Press releases
• Online editorial

The following products have specific rule; under the Advertising Codes, as to how they can be advertised to consumers

• Alcohol
• Gambling
• Food and soft drinks
• Health and beauty products
• Tobacco

There are also code rules that relate to:

• Harm and offence
• Environmental claims
• Racism 
• Children and advertising
• Scheduling ads at appropriate times
• Displaying ads in appropriate places
• Misleading claims

The Advertising Codes ASA apply to adverts concentrate particularly on two things.

1 - Is the advert inaccurate or misleading?

2 - Might it cause offence to people seeing it, or could it cause harm to anyone, especially to children?

The Advertising Standards Authority (ASA) works to make sure that all UK advertising is legal, descent, honest and truthful.

It is funded by a levy on advertising space, but operates independently from advertisers and the government. As well as proactively checking ads from the many millions that appear every year in the UK, and ASA acts on complaints to make sure that consumers are protected from misleading harmful or offensive ads. Even a single complaint can lead to a formal investigation and an ad being withdrawn.

The ASA handled 31,458 complaints about 22,397 different adverts. They judges that 4,591 ads had to be either changed or withdrawn. Nearly 94% of the complaints came from members of the public. The ASA judges ads against the UK Advertising Codes.* The Advertising Codes are written by the advertising industry through the committee of Advertising Practise (CAP) and the Broadcast Committee of Advertising Practise (BCAP).

The members of these committees are drawn from the main industry bodies representing advertisers, agencies and media owners.

These committees cover;

• Alcoholic drinks
• Health and beauty claims
• Marketing to children
• Medicines 
• Financial products 
• Environmental claims
• Gambling
• Direct marketing and prize promotions

The ASA works on the principle that advertisers must adhere to the spirits as well as the letter of the rules, making it almost impossible for advertisers to find loopholes.

The ASA Council is the jury responsible for deciding whether ads have breached the Advertising Codes. Two-thirds of the Council members are independent of the advertising industry and the remaining members have a professional background in the advertisements in the advertising or media sectors. Collectively they offer a wide range of skills and experiences, representing perspectives across society, including young people, families, charities and consumer groups.

Two bodies with a shared goal to keep advertising legal, descent, honest and truthful.

• CAP - writes the advertising codes
• ASA - assesses if ads breach Advertising Codes

Timeline for Cigarette Advertising

• 1965 - Cigarette advertising is banned on television (cigars and loose tobacco can continue to be advertised until the early 1990s).
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Task 3 - Analysing a Television Advertisement In Detail

The advert i am going to analysing is the 'EE Kevin Bacon conga advert - featuring Noel Edmonds'.
In this advert Kevin Bacon tries to sell the EE broadband, by stating facts like, 'It has the best overall speeds'.
This type of advert is the famous faces genre as it features Kevin Bacon and Noel Edmonds, this is designed to gather people's attention and make people want to buy the product because they want to be like the famous people in the advert or they may just like the famous people in the advert. To sell the product they show normal people doing the conga and having a good time with Kevin Bacon.

The target audience will be homeowners that can afford broadband, and that maybe like Kevin Bacon and Noel Edmonds. The fact that normal people are having fun with famous people may convince some people to buy this because they may associate the broadband with having a good time and famous people.

The advert does address any immediate emotional response to it, but if any emotion was to be felt during this advert it would be happiness watching all of the people having fun and being happy. Also Kevin Bacon may make people happy because they like the films that he has been in. The involvement of the celebrities may be the major selling point of this advert as it shows the company has enough money to pay the celebrities their fee of coming into the advert. This can portray that the company is successful.

The music in the advert is happy and adds to the overall happy feeling of the advert. Also the colours are generally bright.

Task 2 - Styles of Television Advertising

When making an advert, directors are careful about what style of advert it would be. They take this into consideration because they want to make the advert as memorable, and they want the advert to appeal to the audience as much as possible. Different styles will work differently for people, for example, come people may prefer funny adverts, whereas some may prefer a good parody advert.

Humour

This is the first type of advertising is humour which is designed to make the audience laugh. This makes the audience associate the product with a positive emotion such as humourous, which can also make the product and advert memorable because people will know that the advert made them laugh, so they like it. An example of a product that humour would work well for is something like cigars. This is because cigars are generally bad for you, so associating a positive emotion with product and promote sales for oversee the cautions that come with using cigars.

Parody

Parody is the second type of advertising, which like humour is designed to make the audience laugh, however the difference is in a parody advert, it is making fun of another advert or film etc. This will make the audience feel like that the product is superior to other products that the advert is making fun of, thus fooling/convincing the audience into buying their products. It can make the advert memorable because people will find it funny and a positive emotion will be associated with the advert and product. A product that can benefit the most from a parody advert are perfume/cologne adverts. This is because most adverts that advertise them are strange and a bit off topic from the product, so making fun of the adverts can make the advert memorable because the advert steered away from the typical path of a cologne advert.

Shock

Shock adverts are the third type of advertising, this basically makes the audience shocked or offended by the advert. This can make the advert memorable, because people will associate the advert as being outrages/over the top and offensive. This can convince the audience that they will need that particular product to not be in the situation demonstrated by the advert. Adverts to try and stop people from smoking or drinking can benefit the most from this form of advertising. It can make the advert successful because it shock people so much that it will make people not want to be in the situation.

Surrealism

Surrealism incorporates fantasy into the advertising, this can make the advert memorable and therefore making the product memorable because it can give the assumption that you can achieve out of this world things with the product. Products like drinks/food may benefit from this because they are everyday products that can add a bit of spice to them to make them more pleasant than usual. This can promote sales for the company.

Intertextuality

Intertextuality advertising, is conveying the message of the advert in a manor that is not straight to the point, however you have to think about it. This can make the advert memorable as you have to think about the second meaning of the advert.

Repetition

Repetition is used to make the product/advert stick in the customers head so they remember it. This can be good because obviously this makes the advert memorable, although some people may find this type of advertising annoying. I think that products that are quite boring can benefit from this because people do not usually remember this.

Sex Appeals 

This type of advertising is used to attract attention to the product and is viewed effectively. This can be effective for all products really although for products such as perfume and after-shave, sex appeal is used a lot. This is an effective advert as people will buy this product because they think that they will be like Beyonce if they use this advert.

Famous Faces

Associating famous people with advertising is an effective way to attain the audiences attention. Audiences will associate that product with the famous person on the advert. So that could make the audience go out and buy the product, because they like the famous person or just because they want to be like the person.

Task 1 - Forms Of Television Advertising

Forms Of Television Advertising

Realist Narrative - A Realistic Narrative would draw its power through portrayal of realistic events. This can make the advert seem relatable, however some people may find the advert in-imaginative. Example - 

Anti-Realistic Narrative - This draws its audience into the sense that the world is make believe and embraces it to try and sell the product to the audience. This can grab the audience's attention because it is not realistic and obscene. However, due to this, it can make it seem not very relatable.
Example -

Animation - When carrying out an advert through the use of animation, you can capture events/objects that may not exist or can film in real life such as; aliens, unicorns, people flying etc...

This can capture the audiences attention because it is different and abstract events can be portrayed. However this cannot be relatable.

Example -

Documentary 

Documentary - The documentary type of advertising uses facts and figures to draw in the attention of the audience and to make believe that their product is scientifically proven an advantage over their rivals. This can fool/convince the audience that their product is better then their rivals, although some people may not find the facts that believable.
Example -



Talking Heads - Talking Heads advert mainly contains one or two people talking to the camera or each other. Some people may find these adverts boring and unmemorable, although some people may think that it serves out the necessary information in order to buy the product.
Example -



Stand Alone - A Stand Alone advert is an advert that is not part of a series. You have to make the advert memorable or else it would be useless. An advantage is that people do not find the advert annoying and there is more creativity involved as you don't have to think of future episodes.
Example -



Series - A series advert is a part of a series of adverts using the same actors. This can make the adverts more memorable but this may annoy some audiences.
Example -

Welcome

Welcome To My Blog

This blog is covering everything that you will need to know in order to be successful in the world of advertising! When advertising, it is essential to know what different formats there are for different adverts. while reading this blog, you will discover new things about advertising such as; 

• Different formats of advertising 
• Different purposes of advertising
• Examples of effective & ineffective advertising campaigns 
• Examples of controversial advertising campaigns 
• Different styles of television advertising
• How television adverts are researched & designed
• How television adverts are produced
• Common codes and convention
• How advertising is regulated.