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.
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.
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.
