grabbing the viewers' attention to sell the products
illusion - personal
450 bn on advertising
Leo Burnett - creating personality of product
associate the character and the product
Branding - wat a product represents
Media saturation -when we are bombarded with adverts...3,000 a day according to the documentary and that was over 20 years ago
Objectification - the seeing and 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 house wife or sex object. For men, roles are often represented as the bread winner and being served by women.
Dismemberment - cropping & fragmentation of the female body in media images which encourages objectification. Often this is of parts of the torso.
Metrosexual - A neologism (a made up word) to represent a changing economic trend in male shopping and representation dating from the 80s.
Female Representation in Advertising
Male Representation in Advertising
Advertising Regulation Task
The regulations are protecting the people like children, and people such as elderlies and people who have urgent needs, that they are easy to believe in any of the adverts.
Adverts for ciggerettes and alchohol, which causes health issues. Although it is legal, it shouldn't be promoted because children are likely to copy what people are doing on ads.
Why is this film banned
not responsible to children because they will be scared and believe that horrible things will happen in school
in the second film there is a scene of a person drinking alchohol, which is not responsible to children
Banned Advertisement by ASA 2014
Paddy Power plc. This advertisement received 5525 complaints, it was being irresponsible that the theme surrounds murder and kill of women and disabilities. It was upheld.
booking.com This advertisement received 1768 complaints. It was accused of being offensive and encourage bad word by using the word "booking" in place of a swear word. It was not upheld because the use of "booking" was considered not harmful and children would not learn bad word directly through this advertisement.
PayPal UK. This ad was accused of revealing the truth of Santa Clause, because in the ad two children was worried about their parents not going out shopping for Christmas presents. The ad received 464 complaints, and it was not upheld. However, PayPal changed it's schedule for not "ruining" children's believes in Christmas.
What is the problem that this campaign is seeking to address? Now in Hong Kong, most of the females are not confident to themselves.
How is the organisation trying to do this?
How are the various films part of a wider campaign?