Advertising Portfolio Lewis Kerr

My Word Glossary :


Aryan Propaganda:

Aryan propaganda is the advertised opinion of the higher class or master race that is linked to racist and racial influences of the look of different people. (Or the representation of each individual person.) This also linked to the physical look and objectification of men and women.

The National Identity:

The obvious nationality of this national stereo type portrayed through the flag in the background and the physical look of this stereo type.

Audience type:

The aimed audience is the more physically attractive side of society and considering the only models the company uses are white this points out the fact that this company also aim at white male and female. (Considering Racism)

Photography skills used:

Some of the photography skills used are the "Fill the frame technique" and the "Rule of thirds "technique". Both of these techniques shape and highlight the main two parts of the photo (the american flag and the stereo typical white male).

This task took 21 Minutes.

1. How did Bill Bernbach attract an audience?

Bill Bernbach used repetitive language to attract the audience to the main idea of the advertisements.

2. Why specifically is Bill Bernbach Volkswagen campaign so commonly cited as an example of outstanding advertising?

He was one of the first people to use humour with creativity in his advertisements which was used in his Volkswagen adverts that he made, therefore causing the aimed audience to notice these ads making it memorable and humorous.

Homework #1 : What does this article suggest about diversity in advertising and modern audiences?

This article suggests that advertisements don't or at least didn't notice the different types of people, instead most companies focus more on the more popular look or even race of people. Leaving out disabled people, the LGBT community and even different races of people. This article also suggests that today most people look for the diversity of adverts and judge adverts depending on the variety of the aimed audiences.

Advertising and Censorship

My Rules In Advertising:

1. All genitals must be covered so they can't be seen. 2. Violence will not be encouraged in Advertisements. 3. You must be able to prove the facts you present in the advert. 4. It should not degrade any group of people. 5. If you have photoshopped or enhanced the way someone or something looks you must state this. 6. The advert can't make smoking or drinking look glamorous or good. 7. There should not be any objections agains any genders. 8. There should not be any discrimination against the LGBT community.

Why was this film banned?

1. This video was banned because it wasn't stated at the beginning that this was supposed to be scary, of the horror genre and for the older audiences. especially the part in the video when the girl is trapped behind the chained doors.

2. The showing of alcohol was the most probable reason for this advert to have been banned. Since the main audience are students, the use of alcohol is unacceptable. Also the copy righted song may have been one of the reasons for this adverts ban.

3. This advert was probably banned because of the copy righted music and also because this may make some younger audiences feel uncomfortable.

Exploring ASA

1. How many complaints were received by the ASA? had received 1,513 complaints being in the top most complained to company.

2. what was the nature of the complaints?

The people were complaining about the offensive and overly sexual adverts

3. What was the ruling? as not upheld in the end.

4. What explanation was given for he ruling?


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

She Objects challenges consumers and content creators to think critically about the correlation between the media’s portrayal of women and and eating disorders and self-esteem issues for girls, violence against women and the erosion of female ambition.

2. How is the organisation trying to do this?

This organisation is trying to spread this problem through their hashtags, movies and other media sources like websites.

3. How are the various films part of a wider campaign?

The film’s call to action is for all of us – from governments to the media to brands to individuals – to be more thoughtful about this issue and to take action to object. Individuals in particular can stop being passive consumers and instead use social media and other platforms to bring about real and positive change.


1. The usual way an agency gets work is through a pitch. 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. Of course, it doesn’t always work that way (see The Pitch TV show), but for the most part, this is how agencies are paired with clients.

2. The client is there to present the agency with its problems, and when it needs solutions. The types of problems and solutions vary greatly depending upon the client’s business and the ad agency’s area of expertise. How this is done is different from agency to agency, but the basic steps are more or less the same.

3. The account manager (and team) meets with the client to identify the problem that needs to be solved. The account manager writes a creative brief based on that problem. This will include competitive analysis, research, the assistance of the planner and/or creative director, and eventually, sign off from the client. The account manager briefs the creative team and includes a timeline, budget, proposed media and other factors. The creative team works on the project for several days (or weeks if they’re lucky) and brings the first round of ideas to the creative director. The creative director will cull the ideas that are not working, and direct the team to explore the good ideas. The creative team will continue to work on the ideas, but bring in the production department (if needed), account manager and other members of the agency to make sure the work is on track. If there are printed pieces, or a shoot is required, this is when the production department will begin estimates. The creative director approves the final ideas, and the creative team presents (hopefully) them to the client. The client will go away and discuss the ideas, before giving feedback to the agency. This may result in a reworking of ideas (repeat steps 3 to 7) or a green light to move into the execution of the ideas. At this point, a budget and timeline will once again be approved. The creative team works closely with the account team, media buying, production, and the creative director to produce the ads, whatever form they may take. The final ads are placed in front of the client for approval. Once the client approves, the ads are published, be it online, in print, outdoor, on the air, or any other media. The agency will monitor the success, and ROI, of the ads and give the feedback to the client. The client pays the agency. And then the whole process is repeated.

Copy Writer: Advertising copywriters generally work alongside an art director within the creative department of an advertising, media or full-service agency. They work with client briefs to conceive, develop and produce effective advertising campaigns.

Art Director: Advertising art directors, often known as 'creatives', produce innovative ideas for the visual elements of advertising campaigns in all kinds of media.

Account Planner: Advertising account planners are responsible for creating the communication strategy for an advertising campaign. This includes targeting the right audience, as well as setting the tone and message of the campaign.

Account Executive: Advertising account executives work within advertising or multi-service agencies, acting as a link between clients and the agency. They are responsible for the coordination of advertising campaigns and therefore communicating clearly to all those involved.

I think I would be a good copy writer as I already have some ideas for our advertisement and I also think I could work, share and communicate very well with the art director.

#Manup Campaign

This campaign is trying to address the problem that almost all men are seen to have to be manly, but this campaign is asking why and saying that you don't need to be manly if you are a man. This organisation is spreading their ideas through the use of powerful their adverts.

#HeforShe Campaign

This campaign is trying to make men show their emotions more openly so not to have any risks of suicide.

Copyright and Wrongs

If I had created a piece of work I would most probably put it on the public domain as I would like as many people as possible to use my piece of work.

Comments On Film:

All of the questions linked back to the hashtag, but the audio was slightly off.

The Online "Filter Bubble":

The Filter Bubble is the information online that is tailored to your liking instead of the information that you really need to see or hear about. Such as other people's points on different matters or crisises around the world.

Copywriter report:

My role as a copywriter definitely helped me with my language, writing and speaking skills as well as pushing my creative skills in the right direction. I was responsible for the script writing and the music that we used in the film. If we had to do this again, I would make the music in my film deeper to really get to the audience and try to make it time better with the visuals. One of the most important and interesting things I have learnt in this unit is that anything you create or design is your’s and your’s only. And if someone wants to use what you have created or designed then they must come to you for permission first and must give you credit when they use it.

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