Advertising Unit Sky Ng

Notes from Sell and Spin (History of advertising)

  • A way to get people's subconscious, conscious into some behavior
  • Making the audience feel your the main focus/ cared
  • Spread gospel of consumption
  • Moving a series of images into culture
  • Advertising taps into desire
  • Creates a need
  • Getting the message out, shifting the product
  • Uses images with words, called the copy
  • Moving advert has dialogue, pictures, moving images
  • 450 billion spent on advertising
  • Most familiar work is OK, 2nd is Coca Cola
  • Difficult for advertisers to connect the audience with the product
  • Creating characters that have personalities (that represent the product) to connect with the audience
  • 3,000% increase in sales because of that brand. The audience recognized the brand
  • Ideological promises are made (e.g If you try this cake you'll cry)
  • Re branding products so it fits/ appeals more
  • No matter how much money you spend on advertising, if the product still has flaws it will emphasis the flaws which could make the product end quicker.
  • The real need of advertising explodes when there is a merchant class
  • Iconography : things being an icon, created using repetition
  • Messaging in media is to buy, buy, buy
  • The printing press enabled mass production/ communication. Advertising becomes more sophisticated : more color, text, etc
  • Constructs a stereotype, ideal and standard female body
  • impacts self - esteem eating. Violence against women
  • An ideal women is unattainable
  • Messages to women are very negative
  • Rosey Renes
  • Simplistic repetition
  • Direct and strident
  • Irritating your way into your consciousness
  • Unique selling proposition
  • Bill Bernbach
  • More sophisticated audience -> More sophisticated advertising
  • Recognizes audience has a brain
  • Blending creativity + out with marketing + commence
  • Broke all between viewer of ad + product advertised

Glossary

  • Branding- What a product represents ( lifestyle, personality, identity, values, qualities, looks)
  • Media saturation- When we are bombarded with advertisement
  • Objectification- The seeing and/or treating a person, usually a women, as an object. In the representation of women, this is often sexual objectification.
  • Gender Roles- for women roles are often limited to housewife or sex object. For men roles are often represented as the breadwinner and being served by women.
  • Dismemberment- Cropping & fragmentation of the female body in media images which encourages objectification. Often this is the legs or part of the torso.
  • Metro sexual- A man who is attracted to women sexually, but who is also interested in fashion and his appearance, A neologism ( a made up word) to represent a changing economic trend in male shopping and representation dating from the 80s
  • Spornosexual- A neologism ( a made up word with sport+ porn+ metro sexual) The metro sexual has passed and is evolving. The spornosexual is more extreme breed of man than his metro forebear.
  • Lumber sexual- A lumber sexual or urban lumberjack is a man who has adopted style traits typical of a traditional lumberjack, namely a beard, plaid shirt and scruffy hair, substituting otherwise clean cut and fashionable style choices

No wrinkles, blemishes or scars - Yes

Long, smooth legs - Yes

Small waist - Yes

Ample breasts and buttocks - No

Silky, radiant hair - Yes

Eyes are dazzling, gleaming - Yes

Teeth are beyond white, shiny, perfect, straight - No

Photoshopped - Yes

Sexy Pose - Yes

Clothes are revealing - NO

Revealing Body - Yes

Looks like the stereotypical Perfect Girl - Yes

9/11 B

Male Representation in Advertising

  • Rise of male glamour model
  • Objectification
  • Construction of ideal male body
  • Focus on Abs, pecs, crotch
  • Comparing Female Gaze to Male Gaze
  • The young is targeted in advertising

Abercrombie and Fitch

-Gender representation

In this photo, its trying to represent the male model as someone whose very muscular, an example of a "ladies man" and a person who takes charge and control of things.

-Ethnicity

As seen from the flag behind the male model, its trying to represent how American this model is as you can see from the face, body, hair style, etc.

-National Identity

This male representative shows an example of how Americans are suppose to look ; really muscular, handsome and perfect. Constructing a stereotype for male models and Americans.

-Youth

Sets an example to people that youth = perfection and people should spend they're youth on appearance really seriously.

PALETTE - What sort of range of colours is used? Light, dark, bright, subdued, autumnal, bold, pastel? What word describes it best? The colors used are mainly dark creating a black and white representation

VISUAL HIERARCHY - What is the most important visual element in the composition? What else is important? The most important visual element

SHOT - What type of camera shot is used? What angle (high level, low level, eye level?) What distance (ECU, CU, MS, LS, ELS?)

TYPOGRAPHY - What typefaces or fonts are used? Serif, sans-serif, handwriting fonts?

COMPOSITION - Vertical, horizontal, z-shaped, spiral?

EDITING - Has the image been heavily edited?

LAYOUT AND DESIGN - Text / image ratio? Is the layout clean or busy?

1 Person 6 Perspectives

In summary, what you know about a person can affect the way you see someone.

Advertising standards and censorship

The Craven A ad is advertising cigarettes while the Maltesers ad is advertising Maltesers. In the Craven A ad, the claims for the product is that its good for your health but its actually not. In the Maltesers ad, the claims that are being made are that the chocolate they sell can help you keep slim. In the Craven A ad, the image they''re portraying is a girl in a tennis costume which implies that she is very healthy and fit. In the Maltersers ad, an image of a really slim (waist is being focused) women is being portrayed which gives the idea that Maltesers can help you get slim. They cannot make the same claims for the products today since its false advertising. For example science has proven that cigarettes do not make you instead, but instead it damages health and causes cancer. For the maltersers ad, chocolate dosen't make you fit but instead does the opposite: causes you to gain weight which is false advertising, causing the viewers to believe in your words and the products does not have the features that are said in the ad.

Identify the groups of people who appear to be most vulnerable to advertising. That is, who are the regulators trying to protect?

The groups of people who appear to be most vulnerable to advertising are children, physically challenged people and people with illness.

Adverts for which products are most strictly regulated? Why do you think this is?

I think products such as drugs are strictly regulated because its for the protection for people who are under aged to learn it.

In a group, discuss whether you think adverts need to be regulated. What harm might they do (if any)?

For example parents and adults wouldn't want children to learn about drugs at an early age for safety and health.

Create your own set of regulations - about 10 rules which you think should apply to advertisers.

1. Should feature people from different genders, race

2. It should be appropriate for all ages.

3. Shouldn't be broadcasted more than 10 times per day

4. Shouldn't offend someones ethics, beliefs and values

5. Should be legal and obeys the law

6. Cannot show 18+/ inappropriate advertisements before 9 pm (no inappropriate advertisements to children)

7. The ad cannot be longer than 3 minutes

8. Cannot broadcast violence and harmful advertisements before 7

9. Cannot be a biased advertisement

10. The advertisement should not disrespect others

Look at these (controversial) ads from the clothing company Benetton. Would they pass your set of regulations? Would you ban them? Be prepared to explain why or why not.

This would pass my set of regulations. I wouldn't ban this because it hasn't broken my set of regulations. Another reason for why this advertisement would pass my set of regulations is that instead of earning profit, this ad is trying to spread awareness. For example the quote "The united colours of Benetton" implies that it docent represent racism and says that every race should be represented equally.

Legal,decent, honest and truthful

Exploring the work of the ASA

1. Moneysupermarket.com Ltd

How many complaints were received?

1,513 complaints

What was the nature of the complaints (link to the advertising regulations)?

The ad was considered offensive to many people because the ad was overly sexual

What was the ruling (upheld or not upheld)

Not upheld

What explanation was given for the ruling?

ASA did not judge the ad as offensive or in breach of the code

2. Booking.com BV

How many complaints were received?

683 complaints

What was the nature of the complaints (link to the advertising regulations)?

The ad was offensive and encouraged bad language amongst children by replaces swears with the word booking

What was the ruling (upheld or not upheld)

Not upheld

What explanation was given for the ruling?

ASA said the ad was highly unlikely to encourage swearing amongst children

3. Paypal (UK) Ltd

How many complaints were received?

464 complaints

What was the nature of the complaints (link to the advertising regulations)?

They were considered to reveal the truth about father Christmas

What was the ruling (upheld or not upheld)

Not upheld

What explanation was given for the ruling?

ASA did not uphold the complaints but Paypal independently changed the schedule of their commercial

Should advertisers have the freedom to say whatever they want? - Sky NG

Advertising is a really popular thing for this generation since it spreads awareness of the thing the advertiser is trying to represent , for example the new apple phone has came out, the advertisers of apple will make an advertisement which will spread awareness that the new apple phone came out and normally the advertisement will include the features of the new apple phone. But should advertisers have the freedom to say what they want? In my opinion, no ; the advertisers should not have the freedom to say what they want. This is because if the advertisers have the freedom to say what they want, it would cause harm to the society and to some extent the world.

An example of this happening is the Omega pharma advertisement. In the ad quoted from ASA, “it featured two women who were exchanging text messages before heading on holiday. After seeing a photo of her friend who had lost weight, the other woman in the ad was unhappy about not being able to fit into her holiday wardrobe.” This advertisement has shocked many people mainly women because women were targeted in the making of the advert. This advertisement also represents an irresponsible approach to body image and confidence. This advertisement is an example which was body shaming people was good to do to sell their product.

In conclusion, advertisers should not have the freedom to say whatever they want. If advertisers have the freedom to say whatever they want many people will be offended, misleaded, advertisers wouldn't need to be responsible for what they say, advertisers could make claims but it won't have to be true since they don't have to give evidence for their claims and advertisers will be able to be dishonest and untruthful which will allow them to gain profit from the things they advertise.

#SheObjects

1. The problem this campaign is seeking to address is how women all around the world are portrayed as objects which can affect body image and self esteem issues for women and girls.

2. The organization is trying to do this by spreading awareness in different forms such as films, pledges, "to make media literacy and critical thinking a core element of the teaching curriculum, especially at the secondary school level" , etc. They also spread awareness by putting information into their website, donate to help raise funds, telling people to become an advoccate

3. The various films are part of a wider campaign because objectification is a serious issue that affects everyone worldwide no matter what gender, race and age you are.

Advertising Agencies Have Clients: what is the purpose of a pitch in the agency/client relationship?

"A pitch is an audition, with the client giving a brief to a number of advertising agencies, and choosing the one that best resolves the brief."

Everything is Problem/Solution Driven: Explain who has the problem and who comes up with a solution in the context of the agency/client relationship?

"The ad agency is there to solve problems for its clients. The client is there to present the agency with its problems, and when it needs solutions."

The Process of Creating Advertising Campaigns: Create a flowchart to represent the process involving the client, the account manager, the creative team and the creative director.

#NoLikesNeeded

What is the problem that this campaign is seeking to address?

The problem this campaign is seeking is self esteem in girls.

How is the organization trying to do this?

They're trying to do this by spreading awareness of this issue by making a youtube video.

How are the various films part of a wider campaign?

It is part of a wider campaign because self esteem dosen't only happen to girls but boys too and people of all gender, races and ages.

#ManUp Campaign Video

What is the problem that this campaign is seeking to address?

That men should be able to cry and they should speak up since silence can kill.

How is the organisation trying to do this?

Motivational videos, spreading awareness.

How are the various films part of a wider campaign?

Its part of a wider campaign because stereotypes are a huge problem and just because one of the stereotypes are men shouldn't cry, that docent mean they can show their feelings by crying.

#heforshe (campaign video)

What is the problem that this campaign is seeking to address?

The inequality that exists in this worlds, freedom to act like the complete version of themselves.

How is the organization trying to do this?

Giving views from different males on the problem that is at hand and making a video with their opinions on this problem and how it should be solved

How are the various films part of a wider campaign?

Inequality dosent only affect women but they affect everyone no matter what gender, race or age.

#LikeAGirl

What is the problem that this campaign is seeking to address?

That the sentence "like a girl" is an insult. Even though it dosent matter since run like a girl just means run the fastest as you can.

How is the organisation trying to do this?

Motivational video targeted to girls during puberty since that's when its the most important time for a girl.

How are the various films part of a wider campaign?

This problem also causes a decrease in self confidence which can affect many people who don't like the way they look or the way of thinking that they're not perfect in any way.

#MoreThanMean

What is the problem that this campaign is seeking to address?

How people are mistreated online.

How is the organisation trying to do this?

Spreading awareness by letting the public read mean comments and turning their reactions into a video.

How are the various films part of a wider campaign?

Many people around the world are being mistreated daily, it has been a serious issue that causes suicides, abducting hostages, etc.

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