The purpose of an agency/client pitch is that it gives a brief summary and idea of what the agency is trying to get across in the advertisement.
The problem that the #sheobjects is trying to solve is objectification of young women in media and the self belief that they are not good enough.
They have set up a hashtag and a media campaign and are trying to show the feature film in schools.
The longer the film, the more points they can get across, and they use other media, such as Tweets and websites to get their words to young people.
NOTES ON SELL AND SPIN: A HISTORY OF ADVERTISING
Dating from the 1400s.
Advertising should work by trying to mean something to you alone.
The average American is exposed to 3,000 ads every day.
Advertisers spent 450,000,000 in the early 20th century, now, it's almost 450,000,000,000 (450 billion)
Advertising is like a religion, moving a series of images through a culture.
Use images and words to 'delight the eyeballs' and motivate viewers into consumer action.
Creating desire and selling the product.
Coca-Cola is the second most recognised word in the world after 'OK'.
Creating personalities as products.
The Marlboro Man was one of the most successful advertising figures ever, standing for freedom.
Marlboro changed their complete brand from women smokers to men who had came back from WW2, and were bored of doing desk jobs and longed for excitement.
Went national 1955, and sales jumped 3000% in the USA when he was introduced.
Leo Burnett created personalities as products, e.g. Tony the Tiger, Jolly Green Giant and Marlboro Man.
One of the biggest fails of all time was called the Edsel. It cost 250 million to manufacture it, and they lost every bit of it.
Babylonian wine was one of the first ads
Pompeii had many adverts before it was brought down by the pyroclastic flow.
The Gutenberg Press was created to make it easier to advertise and sell books.
The first english advert was made in 1480.
There was a law in London saying that ads could stay up for two weeks and then could be replaced, as people were tearing down other ads and replacing it with their own.
Female Representation in Advertising
Jean Kilbourne made 'Killing us Softly' 4 times, about female representation.
Most Female advertising consists of using specific body parts, and airbrushing techniques are regularly used.
Stereotypes in the product are mostly used i.e. woman wear rings.
The 'Aryan Propaganda'` Ad
The objectification of a so called 'Master Race' that is linked to a higher class (usually caucasian) dominating other races.
THE NATIONAL IDENTITY: An obvious national stereotype portrayed through a single individual representing a nation.
The black and white imagery in the picture give us a sense of retro style, and also makes us feel 60's America, when soldiers were seen as sex symbols.
Certain visual elements are seen in the objectification of the males body. The audience is young men, who could be persuaded to buy them to look like the man in the ad.
ADVERTISING AND CENSORSHIP
Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. Rules can define a wide number of different aspects, such as placement, timing, and content. In the United States, false advertising and health-related ads are regulated the most. Two of the most highly regulated forms of advertising are tobacco advertising and alcohol advertising. (Wikipedia)
These adverts are advertising two products that are not necessarily healthy, but in that time was accepted.
The first claims that smoking 'helps your throat', which is completely false. The second says that the Maltesers are non-fattening, which is also a lie, as it contains many additives and sugars.
Both companies couldn't make the claims today, as advanced research shows that both are bad for you.
ADVERTISING REGULATION TASK
The people who are most at risk are probably children and teenagers, who could be influenced by the advert.
Alcohol and Tobacco are the most censored, as they are only available to over 18's, and can seriously damage your health.
I think they should be sent to a board with uses a REP test to see if it is appropriate and inclusive.
THE TEN RULES OF ADVERTISING
It should not objectify or promote violence against women.
It should send a positive message to the younger members of society.
It should not sexualise a product.
It should be inclusive to genders and races.
All private parts of the human body should be covered acceptably.
Any form of strong to extreme violence and sex should be censored with immediate force.
You must be able to show a clear meaning of the advert within your advert without reverting to gender roles and stereotypes.
No particular gender, race and ethnicity should be offended or sexualised.
There should be no reason for controversy related to the advertisement.