History of Advertisement
- Advertising word came from the mid year.
- It can help people to know more about the product or whatever they are showing about.
- There 3000 or more people in USA that see adds everyday. It use words and image.
- It gives you some idea or message about what the thing is about.
- By advertisement they can connect things to it like if there is a con flex they can connect it by character who did that add.
- They have been changing the ads again and again because sometimes it get fails and they lose there money.
- See 3000 people increase in the sales for marabou.
- The advertisement relate to a promise like by saying that it taste good or giving feelings or if you buy this product you will be more free and stuffs like that.
- One of the best advertising was because of the car and they spent 30 million dollars because they were sure that it's going to be great. So people take risk.
- Iconography = the visual images and symbols used in a work of art or the study or interpretation of these "the conventional iconography of Christian art" and also a collection of illustrations or portraits.
- Chinese people started printing from more than a 1000 year.
- People didn't want to just leave in there houses and find their food but they wanted to get the things all from the advertisement.
- The streets of London was full with bills because people were really busy buying stuffs which they saw in advertisement.
- Brand represents - Lifestyle personality identify values qualities look
- Media Saturation - When we re 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.
- Rosser Reeves video notes here:
- Simplistic, repetitious boasts = "the hard sell"
- Direct + standard --> repetitive.
- Irritate your way into the people's consciousness.
- unique selling proposition (USP) = reason why
- Highlighting how product was different from others on market.
- Repetition of the USP --> association
- Bill Bernbach video notes here:
- more sophisticated audience --> move sophisticated advertising
- Recognises audience has a brain
- Blending creativity + wt with marketing + commerce
- Broke wall between viewer of ad+ product advertised.
Male Representation in Advertising
- Rise of male glamour model.
- Construction of ideal male body.
- Focus on abs, pecs + crotch.
- 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 trend in male shopping and representation dating from 80s.
- A neologism (a made up word with sport+porn+metrosexual) The metrosexual has passed and is evolving.
- The spornosexual is a more extreme breed of man than his metro forebear. He is just as plucked, tanned and moisturised, but leaner, buffer, more jacked and obsessed not just with "looking good" in the abstract, but with the actual physical proportions of his frame: the striation of his abs, the vascularity of his biceps, the definition of his calves.
- 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.
Fitch Case study
- Mike Jeffries was appointed as A&F’s CEO in 1992 to revamp the brand. Jeffries was responsible for coming up the company’s sexed-up image, with its racy ads, catalogs and topless in-store male models that the brand has become well-known for.
- from the video I understood that if someone tells you something there will always be a imaginary image for them for you.
Advertising and Censorship
What are these advertising? -The poster number one shows about cigarette and the second one is showing maltesers
What image are they portraying? - These image are showing how the model who is doing the cigarette is looking happy and healthy and the second one is also showing that the male and the female model are enjoying whatever they are doing.
Could companies make the same claims for these product today? - Yes, I think the companies make the same claims for some of these products which are being showed today also. But these days the audience who are looking at it have more perspective.
Rules for the advertising
- No sexism and no racism
- Do not mislead
- No inappropriate advertising children.
- No negative stereotyping
- No airbrushing
- No objectification
- No sexual explicit content
- The people who are actors in the advertisement have the most vulnerable in the advertising.
- They can do harms like if a small kid is watching television then by the advertising they can see wrong things sometimes which they should not see sometimes.
- 10 rules: it should not criticise anyone like it shouldn’t say girls can’t do it and boys can.
- It should show the ad tell a simple story, not just convey information.
- the ad use basic emotional appeals.
- the ad use easy arguments.
- the ad show, and not tell.
ASA - IN the UK advertising is regulated by the standard authority their dreams is to make al the UK advertisement honest, decent, loyal and trustful.
Advertising complains in 2015
- How many complaints were received? 1,513 complains
- What was the nature of the complaints (link to the advertising regulations)? it was offensive, overly sexual and distasteful.
- What was the ruling (upheld or not upheld) not upheld
- What explanation was given for the ruling? we did not judge the ad to be offensive and in breach of the Code.
- How many complaints were received? 683 complaints
- What was the nature of the complaints (link to the advertising regulations)? encouraged bad language amongst children by using the word "booking" in place of a swear word.
- What was the ruling (upheld or not upheld) Not upheld
- What explanation was given for the ruling?any children that did pick up on the joke were unlikely to have learned bad language through the ad itself.