Advertisment Unit Kevin Yu

Who regulates advertisers?

ASA, Advertising Standards Authority who is UK's independent advertiser regulates these adverts. Their adverts have to be legal, honest, truthful, honest.

Exploring the work of the ASA

  • How many complaints were received?
  • What was the nature of the complaints?
  • What was the ruling?
  • What explanation was giving for the ruling?

The first ad which I looked at was Moneysupermarket.com Ltd which received 1513 complaints. People disliked the advert due to the man's clothing and dance moves. Many of these complaints were about how overly sexualised this ad was. The ad was not upheld because the ad did not appear to be offensive.

The second ad which I researched was Booking.com BV, which received 683 complaints. The majority of the complaints complained about how the ad encouraged offensive and bad language, by using the word "booking yeah". The ad was not upheld as it didn't encourage offensive language in children, and children were unlikely to learn bad language from that advert.

The third ad which I researched into was by Omega Pharma Ltd. This ad received 136 total complaints in 2015. Some of the complaints were about the offensive approach to body image. This advert was upheld and banned, as it represented a bad approach to body image and confidence.

Advertisment Regulation Task

These adverts would not pass my regulation test, as they have signs of nudity, of the mother breastfeeding the child. This would not be appropriate for children. The first and second image have a contrast of black and white people. Some people might also find breast feeding in public offensive. One of the advert also shows a person that appears to be death. This might stress people out and shock or offend people.

My own Advert Regulation Test

  • Is the advert misleading or false statements
  • Is there any sexual objectification
  • Shows disrespectful content
  • Contains nudity or sexual content
  • Any images of dead people or animals have to be monitored
  • Adverts for cigarettes and tobacco products
  • Adverts for counterfeit products are prohibited
  • Advert contains racism, religionism or sexism
  • Children are shown dangerous or hazardous situations have to be monitored
  • Appropriate advertisement placement

In my opinion, the most vulnerable audience to these adverts are children. Some of the adverts for products such as alcohol, beauty products, food and tobacco products. These adverts are the most strictly regulated because children are not fully developed yet. They are still learning stuff from what the society is teaching them. If we are exposing them to the 'harmful' products of the society, they will soon think that these products are not 'harmful' to them.

I think that adverts should be regulated. These adverts try to convince and persuade people to buy their product, even if it's good or bad to our health. It depends on us to consider which products we should buy, and if it benefits us. But with the use of adverts, they only show the good side of the product. This makes us think the product has no side effects.

Advertisers standards and censorship (Craven A cigarette and maltesers)

What are these advertising?

These adverts are advertising cigarettes and Maltesers.

What claims are being made for the products?

The cigarette advert claims that the cigarette would sooth your throat and the Maltesers would keep you slim, unlike other chocolates.

What image are they portraying?

The props that the woman in the cigarette advert is a tennis ball and tennis racket. This portrays the 'healthiness' as sports are healthy for people. The use of bright colours and the woman smiling would represent happiness in the advert. For the Maltesers advert, the woman is fairly slim. There is a man trying to steal the Maltesers from the woman. The box of chocolate is also placed fairly close to her waist to promote that it won't get you fat. Also, adding on to being slim, it is promoting the stereotypical idea that men are more attracted to women that are slim.

Could companies make the same claims for these product today?

No

Why? Why not?

These claims are already proven to be false. They are promoting false information to the wide community. They might get sued by the society for promoting this false information.

Summary of the 'a portrait session with a twist' video

As we can tell from the video, people only use the words which people tell, but not the deeper meaning. The example of this was photographers view of the actor in the video.

Diversity in Advertising

The modern advertisements are finally accepting people that are different. They are started to let people of all genders, race, people in the LGBT community and people with disabilities be shown on adverts. Then article are thanking the millienials for accepting these types of people, as it is now normal to them, unlike 1-2 decades ago.

Abercrombie & Fitch Advert Anaysis

In the Abercrombie & Fitch advert, the photographer Bruce Webers often used a black and white filter on the adverts. The background of the advert is white, with the exception of the US flag. The man in the advert is darker, which makes a contrast with the background and lets the sexualised man stand out. His pose in the advert makes his muscles stand out, which makes him look very 'big'. The use of the US flag in the background makes the people in the US wants this body, as it is an ideal body for a male in the US. y The man in the advert also looks very young, which makes the product aimed at young people.

Male Representation in Advertising

  • Rise of male glamour model objectification
  • Construction of ideal male body
  • Focus on abs, pecs and crotch

Notes

History of Advertising

  • Advertisement creates a desire for a product
  • The right advert can sell almost everything to almost everybody
  • Each day an average American sees 3000 adverts per day
  • 450 billion USD spent on advertisement annually
  • Marlboro was rebranded and targeted males, and sells jumped to 3000%
  • If the product is bad, no matter how good the advert is, there wouldn't be such a great success
  • The printing press created mass communication

Rosser Reeves

Driven by companies financial people

  • Simplistic, repetition boasts = "the hard sell"
  • Direct+strident → repetitive
  • Imitate your way into people's conciousness
  • Unique selling prospition (USP) = reason why
  • Highlighting how product was different from others on market
  • Reptition of USP → Association

Bill Bernbach

Driven by creatives

  • Make sophisticated audience → more sophisticated advertising
  • Reconigses audience has a brain
  • Blending creativity + out with marketing + commence
  • Broke wall between viewer of ad + product advertised

Glossary

Branding - What a product represents (lifestyle, personality, identity, values, qualities, look)

Media Saturation - When we are bombarded with adverts ... 3000 a day according to the documentary and that was over 20 years ago!

Objectification - The seeing and/or treating a person, usually a woman, 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 and fragmentation of the female body in media images which encourages objectification. Often this is the legs or parts of the torso.

Metrosexual - A man who is attracted to women sexually, but who is also interested in fashion and his appearance. A neologism (a made up word with metropolitan + sexuality) to represent a changing economic rend in male shopping and representation dating from the 80s.

Spornosexual - A neologism (a made up word with sport+porn+metrosexual) The metrosexual has passed and is evolving. The pornosexual is a more extreme breed of man than his metro forebear. He is just as plucked, tanned and moisturised, but leaner, buffer and jacked and obsessed not just with "looking good" in the abstract, but with the actual physical proportion of his frame: the striation of his abs, the vascularity of his biceps, the definition of his calves.

Lumbersexual - A lumbersexual 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-out and fashionable style choices.

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