Unit 30 Advertising production for Television

LO1-Know about the structure and techniques of television advertising

Unit 1 Pre-production techniques for the creative media industries

Pre production is a major and vital part in media production due to the role of pre production organising and speeding up the production of a media project during actual production (filming). There are several aspects of pre production that require paperwork etc. such as the type of production, Finance, Time, Personnel, Facilities, Materials, Contributors, Locations and codes of practice and regulation. 

Types of production

The different types of production can change the way pre production is approached on a media project due to the different requirements for each type of production. The different types of production include Film, Television, Radio etc. The type of productions i am going to focus on is Film and Television due to the project i worked on having a similar type of pre production. Although film and Tv projects can be considered different projects due to scale etc. all the pre production is very similar as they both require the same type of pre production planning such as getting actors,  finding suitable locations and getting a film crew together, even when making and independent film or a high budget film all the pre production is the same just on different scales. The project i created was an advert promoting chewing gum, For this i completed pre production paperwork similar to film and television. Pre production that is involved in film and Tv takes up the majority of the time over all of production such as the filming and post production due to pre production being part of the planning process of a film etc. which will also speed up filming as everything has been planned before production has taken place. The type of paperwork and pre production involved in film and television productions include several pieces of documentation that needs to be completed such as recces, Actor release forms, shooting schedules, Call sheets, Storyboards and risk assessments. All these pieces of documentation have to be filled in prior to actual production which for my project completed before i began filming. Film and Tv pre production mostly involves finding actors, locations and a film crew such as camera men to be able to create a production in film or Tv, whereas pre production on radio does not need any of this pre production therefore being considerably different  in the way pre production is taken place. Overall the type of production you are doing could determine what type of pre production is needed, which is why type of production is important to know so you can complete the required pre production paperwork for your project and know how approach all aspects of production.

Finance

Finance is possibly the most important requirement during pre production as it can make the project possible to create if you have a big enough budget or can make the project impossible or difficult to make due to your finances being smaller than what you require and need for your production. Finance of a project is used for various aspects of pre production such as money for Equipment, Transport, Actors, Film crew, and Locations (Facility Hire). Finance for projects can be determined by many factors such as if producers wanting to invest to make your film or Tv production possible or investors do not want to finance your project before pre-production has begun therefore stopping production of your project, Finance can also be achieved by kick-starters on the internet which is where people can donate towards a a film project of yours adding to your budget and finance. The budget of a film production goes on several aspects of pre production the first being equipment. Equipment is needed to make a project, depending on what type of equipment you use can determine the type of finance you need such as prices of cameras, lighting, sound equipment etc. due to better equipment costing considerably more than if you used basic types of equipment. Equipment can also be hired which could possibly reduce the amount of money being spent on buying equipment therefore allowing your budget to be used for other aspects of production. For my advert i organised what equipment i was going to use during my advert by creating an equipment list, this allowed me to see what i needed and what i had available to use due to me being able to look at the equipment list.

      

Another part of pre-production where finance is needed is for actors and a film crew. On most projects you will need both actors and film crews due to them being the most important aspect of production as without either of them it would be near impossible to create a film or Tv production  etc. Film crews and actors will charge for there services when being on set which will be taken out of the budget and finance of the project. They will also require transport to and from sets, during pre production i created call sheets that abled me to plan what transport the crew and actors where taking to the filming location and what their travel arrangements will cost, how many actors and crew will be there during filming and what equipment will be using during filming. This part of the pre production paperwork allowed me to plan all the arrangements for transport etc. prior to filming and gave me an idea if there was any transport cost which will all come out of the budget and finance of my project.

Another important part of finance is spending budget on shooting in certain locations such as hiring facilities for filming. Many film and Tv productions require certain locations to film therefore having to spend money on hiring facilities. For independent films this could impact there finance and budget drastically due to the possibility of having to film for maybe a week in one location which could result in a vast amount of money being spent on a renting a particular location especially if filming takes longer than you had planned. For my advert i did not have to worry about hiring facilities as i  filmed outside in a park therefore no money was spent on hiring facilities.

Time

Any type of production requires time to create especially when making a film or tv show, Time is a vital part in the production process as everything you do will have deadlines such as availability of a location you want to film and of actors/crew and availability of equipment etc. If you are filming at a location you are hiring it will most likely give you a filming period in which you will have to stick to as it will have a start and deadline date due to the location possibly being used for another purpose therefore only giving you a certain amount of time to film at that location. Pre production will allow you to plan when and where filming is going to take place giving enough time for production and finish before deadlines, An example of my own pre production paper work that i used to help me plan when to film to reach the deadline for my project was a shooting schedule, The shooting schedule gave me the information I needed to help me know when actors and equipment were available to film on different days therefore allowing everybody and myself working on my project the information of the days i will be filming, which keeps everything organised and prevents wasting time finding appropriate filming dates last minute. From using my shooting schedule it prevented me from finishing after the deadline but instead before the deadline giving me enough time to correct any errors I made during filming by allowing me more time to go and film as shooting finished before the deadline, This is due to me following and sticking to the shooting schedule by filming on the days available.

Actors and film crews will also only be available over a certain period of time therefore only allowing you to film them when it is convenient for them. Pre production will allow you to plan what actors and film crew are available during production, most actors and film crew will be on set throughout the production of a film but if production finishes after the set deadline then the crew and actors will possibly have other projects to work on which means working on your project will affect there work schedule making them unavailable to work on your film production. Another piece of pre production paperwork that i completed which can help you plan production and reach deadlines is a production schedule, The production schedule ables you to organise when each stage of production starts and will finish such as filming and editing, this will keep production organised as actors and film crews will know how long production will take place and when production will finish. An example of a production schedule is one i completed during filming my advert which helped me stay within the start and finish date of my advert.

Personnel

Personnel such as film crews and actors are a vital part in making a production possible especially when making film and Tv. Film crews are an important factor in production as they are needed for several different aspects of a production such as cinematographers, location managers, camera operators, Lighting and sound technicians etc. without these people film production would be near impossible to make. Depending on the size of a production will depend on the size of the film crew, bigger productions such as 'The avengers' will require a bigger film crew than smaller, independent films such as 'this is England', This is due to financing. High budget films are able do have a larger, possibly more experienced film crew for a production due to the films having a bigger budget whereas independent films don't have the finances to allow for a larger film crew which will make the films rely on a smaller, less experienced film crew because they will be cheaper and more affordable. Film crews and actors will only be available for a certain period of time as actors and film crews will have other productions to work on, This means during pre production planning what film crew and actors you want to use is important due to the possibility of them being unavailable. To source actors for your production you can look for acting agency who will supply you with a variety of different actors you can contact through their agent to see if they are available for you to use during production, Film crews can also be hired through websites such as 'BluefinTv.com' which have varying prices depending on the size of the film crew you are hiring and the equipment they use. Film productions with only a limited budget can also find film crews and actors in universities which is cheaper than hiring and sourcing from an agency due to actors and film crews from universities not being professional but still wanting to gain experience. Actors and film crews will be required to fill in some form of contract to show they are apart of the production until their contract has expired or production has finished. Actors will also have to sign actor release forms which would possibly be part of their contract giving permission for their face to be shown in the film.

For my pre production i had my actors fill in an actor release forms, this allowed me to film them and to use their face in my advert. Actor release forms were filled in prior to production to prevent any complications and problems during production.

Facilities

Facilities are another requirement within pre production as it is an important part of the production process. Types of facilities include Production equipment , post production equipment and facility houses. Production equipment is vital part of production due to the equipment being what is used to capture footage, sound, and other important aspects of a production, production equipment includes Cameras, sound mics, tripods etc. Pre production will allow you to plan what type of equipment is required on your project due to some production needing different types of equipment such as productions with bigger budgets will use equipment that cost considerably more than equipment used on smaller productions due to all aspects of production determined by the budget and finance available for the film therefore limiting the choice and type of equipment you can use. Equipment can also be hired through companies, reducing the amount you spend buying equipment due to renting being a lot cheaper therefore allowing you to spend your budget on other parts of pre production. To organise what equipment i will be going to use  i used an equipment list which abled me to plan what equipment i will be taking with me to film my advert and stopped any confusion during production. I also used call sheets which allowed me to see what equipment i will be taking with me on the day of filming.

Another reason why facilities are an important is due to finding locations being a vital part in the production process, without locations you would be unable to film therefore hiring or renting places out to film is very important, this means it will affect your finance as you will be spending money on hiring facilities etc. Depending on the budget available for the production some locations may be impossible to film at due to the cost this means hiring smaller locations to film at will mean saving on cost and finance meaning you are able to use finance for other parts of production.  During pre-production i created recces for potential locations and facilities i could film at, This provided me with the information about cost and available facilities allowing me to decide whether there are any issues with filming at the location.


Materials 
Materials are another source of requirement during pre production, This includes Scripts, Audio, Recorded music, costumes etc. Scripts are possibly the most important part of the production process due to it allowing you to plan and form the structure of your production such as dialogue and events that happen in each scenes, Scripts are also good for the crew and cast to follow what needs to be filmed and acted in each scene, without a script this would not be possible as nobody would know what they have to do. So creating a script prior to filming will help you form your story and have the information you need to know what you are filming in each scene. For my own production (Advert) instead of using a script i created a storyboard which acted as my script and to plan to what i was filming.

Costumes are also important for a production due to costumes bringing the characters to life from the script to the screen, This is so you are able to put the appropriate costumes on your actors for the characters they are playing therefore giving the characters the look you had written for them. To be able create the appropriate costume you will need costume designs which will make the costumes that match how you picture the characters looking for your production. Pre production ables you to design and plan what each characters costumes will look like which would speed up production due to you not picking out costumes during production. Another aspect of materials is audio this includes sound library materials and music, Sound library materials are sound affects such as background sound (cars, wind etc.) and sounds that are present in the scene (diegetic sound) that the characters will be able to hear. To find  these sounds you are able to find a large collection on the internet that are free to use with no copyright infringement which i found during pre production for my advert, you can also record your own sounds using recording equipment which can be done during pre production. Most productions require music which can be obtained online through youtube etc. this means the music has to be royalty free to avoid copyright infringement.

Contributors

Contributors are another source of requirement for pre production. Contributors are the people who are involved in working on your project such as the Talent, Specialists, and Experts. Actors (Talent) contribute majorly to a production due to actors being at the forefront of any project as they are the ones being filmed and playing the characters you have created. Experts are needed so actors are able to follow correct procedures such as ex police officers and soldiers to train actors for a specific role such has how to act in a convincing depending on the type of characters you are playing. Specialist such as stunt doubles are also required on set of a production therefore allowing films containing action sequences appear realistic due to the production looking as though the actors are performing the stunts required.

A variety of different film productions a based on biographies possibly iconic figures from the past. The biographies will help film directors vision the persons life, also having the person who the biography is based on, on set during production will give the director a better insight to their life and how the production should look therefore having contributors biographies during a film production is a huge requirement as it allows the director to follow the biography accurately.


Locations

Locations are always required when making a production due to appropriate locations making productions look the way it is intended to look otherwise productions would not look right within certain scenes. locations need to be safe for everyone working on set such as the actors and film crew otherwise people could get seriously injured, For my advert i completed a risk assessment, this allowed me to assess potential risks that were present at the location i wanted to film and to find solutions for these risks. The location i filmed at only had very minor risks therefore being safe for actors and crew otherwise if the location had multiple risks and dangers filming would not of happened as people would of been at risk. This is why pre production is important when finding locations due to the ability to asses risk prior to filming and seeing whether locations are safe enough to be used for production.

When filming in different locations the majority will require permission from local authority or council especially when filming in any public place. If the production requires you to use props such as guns and explosives contacting the police prior to production will prevent any complications during filming due to the police being informed not to come out as it is all just props. Pre production is important in finding locations as it allows you to evaluate the cost of renting locations for filming which would affect your finances, Distance to and from locations in which some locations may possibly be too far to go and film, and access to locations. A piece of pre production paperwork i completed to help me evaluate these factors was a recce, Recces allow you to gather information on the locations you want to film at this includes aspects such as availability of lighting, power, sound, etc. this lets you see if the location is appropriate for filming and suited for what the production needs.

Weather also needs to be taken into consideration when finding locations especially when filming outside. Pre production will help you plan for weather affecting production by using risk assessments which will help you asses the risks caused by weather and if the weather is a risk itself, Another way pre production will prevent any problems with weather is by checking prior to filming which days are most appropriate for filming and without the risk of conditions being bad, This can be done by looking at the weather on the internet for the days you are considering filming on.

Codes of practice and regulation

Codes of practice and regulation is a very important requirement during production due to it being legal requirements and regulations concerning whether your project is appropriate to be shown to the public and if so what type of age rating is most fitting. For this requirement i will be focusing on Tv advertising, Tv advertising has various rules and regulations for allowing adverts to be shown on Tv therefore preventing advertisers showing inappropriate content that could potentially offend the public who watch the advert. Adverts are regulated through the ASA (Advertising Standards Authority) before shown on Tv, The role of the ASA is to make all adverts responsible stopping any adverts with offensive material to be broadcasted to the public avoiding controversy and offensive amongst the general public. The ASA also have to regulate any misleading and incorrect information put out in UK adverts that could potentially be harmful to people. Another role of the ASA is to deal with complaints about any ads that have offended the public and investigate further into the ad and potentially ban and stop that ad from being put on TV. For my advert i followed the rules and regulations of the ASA during pre production when planning the what content to use within my advert to prevent any offensive or inappropriate material being shown in my advert which could possibly offend audiences when watching the advert. Also when writing my proposal i wrote down several legal and ethical considerations concerning content that could potentially be put in my advert, For the legal and ethical consideration i said i would not use any offensive language such as inappropriate racial comments etc. therefore following the ASA guidelines for UK adverts preventing my advert from offending my target audience.

Advert Focus group

Focus Group

Jack Dale






Jack Vale






James





To Evaluate my advert i had a focus group of three people answer several questions about what aspects were successful or could be potentially improved and if my advert would appeal to its intended audience. Overall the feedback was positive from all three interviewees, The first question i asked was if they felt the advert worked and what they thought of the overall elements used to form the advert. The feedback i got from the first question was that the advert looks professional and was effective in what it was trying to say. I also got feedback saying that the advert was short and simple but portrayed the idea and comedic elements effectively that would appeal to its intended audience. The only improvements i got from Jack Vale was that sometimes Matt looks directly at the camera occasionally but overall was a professional looking advert with only that minor fault. The next question i asked was who do you think is the intended target audience for my advert is?, The feedback i received from this question was people aged 13+ this was due to the style of the advert and the type of humour i used in my advert, It was also due to Jack Dale saying that the majority of people start chewing gum in secondary school therefore appealing to people 13+. The next question i asked was what they thought of the actual product 'Avalanche Chewing gum', all three interviewees in my focus group said they liked the look of my product such as the packaging and how the packaging/Logo related to my product due to the product being something different and original than other brands of chewing gum Jack Dale also said that "the packaging looked persuasive" for him to go out and buy the product. The final question i asked was if they would buy my product if they saw it in store. Both Jacks said they would whereas James said that he would not buy my product due it being something he would not normal buy from any stores that sold this kind of product.

Advert Poll junkie results

http://www.polljunkie.com/poll/obtaom/questionnaire-advert/view

For my advert i conducted several questions on poll junkie about my advert that had several responses from various different people. Most of the people i asked were between the ages 15-17 and were male, due to the results saying 85% were male and only 14% were female.  

Advert Evaluation

For my Level 3 BTEC Media i had to create an advert for my own product which was titled 'Avalanche Chewing gum', This involved completing pre-production paperwork, and Filming and Editing of my advert . The pre production paperwork involved filling in call sheets, Recces, Actor release forms, Production schedule, Storyboards, Shooting schedule, Shot list, and Tape log.  The production paperwork helped me plan and formulate the structure of my documentary so that during filming and editing i didn't become confused and stuck to what i have or have not done but instead created a plan for me to follow that abled me to finish the advert before the advert was due in. I chose to use a product that was chewing gum due to having a clear idea of how i wanted this advert to look which was to make the advert comical and entertaining but still giving the audience  something to relate  and connect which i knew i could achieve with chewing gum due to the majority of people possibly of been in the situation i have displayed in the advert which is having bad breath or have eaten chewing gum at one point in their life. The type advert i created was a stand alone, realist narrative which throughout the advert and towards the end became some what anti-realist due to the elements of comedy such as the hand that appears from no where making the advert more humorous and anti-realist. The first stage of creating my advert was to create storyboards and shot lists to form the structure of my advert therefore allowing me to keep on track when filming due to having the information i need on what shots i need to film. Following this i filled in more production paperwork such as Call sheets which had information on which actors were going to be present during filming, how they were going to travel to the filming location, what footage i am going to film and the equipment i am going to use, i also filled in recces for information on the location i was going to film such as the lighting availability, power, sound and shooting information, I had my actors fill in Actor release forms to show i had permission for them to be filmed on camera and so my advert can be exhibited to an audience, and the final piece of production paperwork i completed was a Tape log which had a list of the various footage i had and the how long they lasted for and if the footage was good enough to be used during production of my advert. All of my production paperwork was completed prior to filming and editing so i had everything i needed during the production process.

After completing the production paperwork i began filming, this process was very successful resulting in the majority of the different shots being usable for my advert. The filming took place in one location 'Hyde Park' which only took around 45 minutes to film all of the footage. I chose to film in Hyde Park due to this location having the appropriate setting such as the trees and greenery within the park making the footage look more a appealing and captivating for the audience indulging them into the advert. During the time we filmed the lighting in the park was good as the sun was out giving the footage a brighter look to it which prevented the footage looking dark and gave the footage a warm, relaxing feel to it which i felt worked well in the advert due to the advert being comical and not serious. I began my advert with several different shots of the male character sat on a bench in the middle of the park, i then had the female character walk over to the bench and sit down on the opposite side of the male character causing the character to then acknowledge the female character in a comedic manner looking as though he is attracted in her and interested in talking to her. I chose for the male character to act in an over the top manner to make the advert comical which i showed through the actors facial expressions and close ups of his face. This illustrates how the character is feeling and will possibly make the audience laugh and entice them in to carry on watching the advert until the end which is why i chose the advert to be comedic from the start so that audiences are not bored or become disinterested when they first watch the advert causing them to turn off the advert. I then had the male character slide over to the female character to try and talk to her where she refuses to talk due to the male character having bad breath causing him to slide back to the other side looking sad. I chose to use this as the focus point in my advert and the most important part due to it being why my product is needed and if you use this product the problem encountered in this advert will be solved such if the audience has bad breathe using this product will help you have nice smelling breathe. The next part of my advert is a close up of Matts face looking sad when a hand appears from the right side of the frame giving matt the product, The reason i had the hand appear from nowhere was to make the advert anti-realist and humorous but also revealing what product it is the advert is trying to sell due to the chewing packet being central to the frame where the logo and product name can be seen, The next couple of shots has the male character eating the chewing gum to show what the product is for then finally ended with the male character turning towards the camera holding the pack of chewing gum smiling with the product logo appearing above the hand due to me wanting the ending to be cheesy and rememberable for the audiences but also so they know the name of the product and can associate it with the humour of the advert which i believe i have achieved throughout the advert. The problems i encountered during filming were minor and were only caused by human error such as on several shots the actors didn't understand what they had to do or began laughing during the takes therefore resulting in me having footage of the actors not acting the way they are supposed but was solved by doing different takes until the acting was perfect.

The next stage of creating my advert was editing my footage in Final Cut which was a very successful process with minimal problems. The first part of editing was to place all my footage in order and to cut them down individually to meet the required length for an advert which was very simple and was finished without any problems. I then added audio which was a song i found on the internet which i placed over the footage removing any audio from the footage such as sound from the wind and surrounding background noises making the footage humorous and surreal due me not wanting the advert to be too realistic and appeal to my audience. I then chose to cut this audio before the chewing gum was revealed and put the song 'Ice ice baby' by 'Vanilla Ice' from the point the chewing gum was revealed until the end of the advert due to the song making the chewing gum seem like it has importance and has change the characters mood and is the main aspect of the advert because it is the product being advertised. I also found to fit perfectly with the type of humour this advert has. Another reason i chose to use this song was it correlates with the type of product it is such as the song saying  'Ice ice baby' therefore saying the chewing gum is as refreshing and as cool as. ice The end also finishes with Matt turning towards the camera showing the product, Over the footage i put the part of 'Ice ice baby" which says 'Lets kick it' as soon as Matt looks towards the camera due to it adding humour and so the audience associates the words with the product. The final part of the editing process was to add the logo in graphics at the end of the add showing the audience the logo and product name. Overall all parts of production went successful due to me having everything filmed and edited before the final deadline with only minor problems that were solved very easily. 

Advert: Finished Advert

Advert: Actor release forms

Advert: Tape log

Advert: Production log

Advert: Recce

Advert: Product

As part of my advert i have created my own brand of product which is a chewing gum titled Avalanche chewing gum. I created the packaging on Adobe illustrator which i then printed to size and wrapped it around an Extras packet so that the product felt authentic when shown in my advert. I chose to make my logo bold and blue so that it matched with the ice cold feeling you get when having one of these chewing gums i also wanted the logo to stand out to audiences and is why i have the text 'Chewing gum' in a red colour which i believe catches peoples eyes due to it correlating well with the blue from the 'Avalanche' text. To also make my logo stand out i have added snow to the lettering using a paint brush on Adobe Illustrator which gives the logo a more original and new look. 

Advert: Call sheet

Advert: Risk assessment

Advert: Production Schedule

Advert: Shooting Schedule

Advert: Storyboard

Advert: Shot list

Advert Proposal

Proposal for advert

Name-Nathan Hurst

Date-27 February 2015

Format and Medium- TV Advert

Sector- The advert will be used to sell try and sell my product ‘Avalanche chewing gum’ and promote the product to my intended target audience.

 Working Title- Avalanche Chewing gum

Genre-Fiction

Intended audience and age-The intended age for my advert is 13+ as a wide variety of people do or have eaten chewing gum before, The product is also universal as people eat chewing gum on a daily bases no matter how old they are as it appeals to most people. My intended audience is everyone; male and female, young and old, due to chewing not appealing to one specific group buy everyone. Also because of the content of my advert the audience would be people who want to meet people but possibly think they have bad breath.

Summary of content - The beginning of the advert is a man sat on a bench with a shot from the side of him, which then turns to a long shot of the bench which will show him sat there feeding the birds and then a women comes and sits at the opposite side of the bench. He then does a double look at her and then slides closer to her with his hand on the back of the bench, He then goes to talk to her which she then moves her head back in disgust because of the smell of his breathe, the guy then moves back to the other side of the bench then smells his own breathe and wonders what to do, a hand then comes from the side of the shot holding a pack of chewing gums. He then grabs the packet and eats a chewing gum then turns to a close up of the side of his face which he then turns his head to the camera and has a huge grin on his face.

Summary of style- The style of my advert will be comedic and quirky due to the acting being somewhat over the top such as a hand appearing out of nowhere giving the male character a pack of chewing gum. I also want the advert to be funny, as it will entice audiences in to buy the product due to the advert being funny and over the top, it will also make audiences remember the product.

Legal and ethical considerations- I will use no offensive terms to offend people of different ethnicity etc.     

Advert ideas

Brand: Pearly white chewing gum

Product: Chewing gum

Tagline: 'Turns your teeth white and leaves your breathe smelling minty fresh'

Advert:

1) The beginning of the advert starts with a man walking to meet a friend and begins to talk to him but as he talks his friend face clenches up by the horrendous smell of his mouth, which will then become a close up of the guys mouth with his yellow teeth. His friend will then walk slowly back and throws a pack of chewing at him which he then chews and finishes of shot at him turning to look at the camera with a huge grin to show his pearly white teeth.

2) The beginning of the advert is a man sat on a bench with a shot from the side of him, which then turns to a long shot of the bench which will show him sat there feeding the birds and then a women comes and sits at the opposite side of the bench. He then does a double look at her and then slides closer to her with his hand on the back of the bench, He then goes to talk to her which she then moves her head back in disgust because of the smell of his breathe, the guy then moves back to the other side of the bench then smells his own breathe and wonders what to do, a hand then comes from the side of the shot holding a pack of chewing gums. He then grabs the packet and eats a chewing gum then turns to a close up of the side of his face which he then turns his head to the camera and has a huge grin on his face.

Adverting standards: ASA (Advertising Standards Authority)

The ASA (Advertising Standards Authority) is the UK's independent regulator of advertising content across all forms of media. The purpose and role of the ASA is to make all adverts responsible ads such as preventing them from containing offensive content that could cause controversy among the public and cause people to become offended, The ASA also have to regulate any misleading information put out in UK adverts that could potentially be incorrect and harmful to people. Another aspect and role of the ASA is to deal with complaints from the public about any ads that have offended the public and investigate further into the ad that has had any complaints about it and potentially ban that ad from being broadcasted on TV.




















As you can see from the image above the ASA have a strategy to make every ad responsible and appropriate for broadcasting. The five aspects of their strategy include understanding which is to understand and assess complaints from the public appropriately and fairly, Support for advertisers that need help in making their ads responsible, impact that means the ASA will spend more time on matters that make the biggest difference such as complaints that indicate the rules have been broken, proactive and work with others to make ads more responsible, and the final strategy is to increase awareness of the ASA and CAP to the general public so that they understand what the they do and can engage with them if they have a complaint.



The CAP codes are the rules and regulations for advertisers, agencies and media owners to follow. These rules include and state that advertising should not be misleading, offensive to any particular group of people and be overall responsible.

CAP Codes:

Adverts:

VIP Electronic Cigarettes



The advert is for VIP Electronic cigarettes, This advert was controversial and was complained about from the general public due the man and woman talking directly into the camera using sexual innuendos which was seen as inappropriate for children who could potentially see this advert, glamourised and promoted smoking,  and was sexist and degrading as both a male and female are seen to be referencing them selfs in a sexualised way. The advert received 1156 complaints from various people due to the reasons above.

The ASA upheld about the scheduling of the ad as a post-11pm restriction, but they did not uphold the complaints about that the harmful and offensive nature of the ad . The ASA didn't uphold the complaints about the offensive nature of the ad due to them pushing the ad to a later scheduling so that it does not offend children who could possibly end up watching this ad.

Paddy Power

The paddy power ad appeared in the sun on sunday newspaper towards the start of south africans olympic and Paralympic athlete Oscar Pistorius murder trial for the alleged pre meditated murder of his girlfriend. The ad received 5,525 complaints from the general public due to the public considering the ad insensitive towards the issues concerning the trial, The death of a woman, and disability. The ASA challenged 'whether the ad brought advertising into disrepute'. As you can see from the ad above Paddy power has referencing the murder trial potentially to gain attention from the public and has been offensive towards Oscar Pistorius saying 'Its Oscar time, Money back if he walks' referring to the fact he is a paralympian and is a cheap shot towards him to gain attention from the public.

The ASA made a decision to upheld the ad due to its offensive nature reference towards a high profile murder case that some people could consider insensitive. The ASA said 'we considered that by making reference to a high profile murder trial, the ad would be interpreted by readers as being inextricably related to the sensitive issues surrounding the trial, and to be making an implied reference to the person who had died' This shows that the ASA considers the ad to be insensitive towards the murder trial therefore the ASA upheld the ad from the public.

Barnardos



Barnardos (2010) was an ad to raise awareness of domestic child abuse, The advert received 840 complaints from the public this was due to the repeated graphic scenes of violence and drug taking towards a teenage female which some viewers found it upsetting and and distressing. The complaints also stemmed from the possibility that young children may watch this due to the time the ad was broadcasted as it was before the watershed when children are still up watching the TV.

Although the ASA understood the reasons behind the complaints they were receiving from the public they did believe the advert was appropriate for the time it was scheduled to be broadcasted due to the subject matter and aim of the advert which was to shock the audience into the realisation that domestic abuse happens and the impact it has. Therefore without the use of the strong imagery within the advert it would of took away the impact. The advert was still broadcasted and the ad was not upheld.

I believe that the public need the ASA to regulate adverts that are broadcasted on TV due to the possibility of the advertisers if given the opportunity to create an advert without any rules and regulations they would provide false information to the public on there products they are trying to sell so that they can boost sales by making their products seem better than they actually are. Also if the advertisers have complete control over how they  advertise then they can put anything in their adverts that could be offensive and inappropriate to the general public or cause controversy, whereas the ASA stop this by dealing with complaints and getting the advert removed and putting into place the rules and regulations.