“ AS Media Studies: The Essential Introduction Second Edition. Philip Rayner, Peter wall and Stephen Kruger.” “Part 4: Three Case Studies. Case Study 2: advertising and marketing.” Routledge 2005. ISBN 0-415-32966-3
·“GCSE Media Studies. Editors Colin Bulman, Vivienne Clrk, Richard Harvey, Richard Horsman, Tim Leadbeater, Eileen lewis and William Malyszko.” “Pages 62-3, 64-7 73-4, 151-2, 173. Longman 2005. ISBN 0-582-32833-0.
·“The Media: An Introduction Edited by Adam Briggs and Paul Cobley.” “Chapter 17 Audience research by Ray Kent”. Longman 2002. ISBN 0-582-42346-5
·“The Media Magazine. The English and Media Centre.” “Analysing Still-image adverts: Reading Lynx by Mark Ramey”. Issue 45 / September 2013. ISSN 1478-8616
·“The Media Magazine. The English and Media Centre.” “How I make things. Garth Jennings on making a TV commercial”. Issue 39 / February 2012. ISSN 1478-8616
·“The Media Magazine. The English and Media Centre.” “Adjudicating ads. Claire Forbes”. Issue 23 / February 2008. ISSN 1478-8616
·“The Media Magazine. The English and Media Centre.” “AS Coursework – charity ads. Gavin Luhrs”. Issue 9 / February 2004. ISSN 1478-8616
·“The Media Students Book 4th Edition”, “Chapter 9 Advertising and Branding”: Gill Branston and Roy Stafford: Routledge 2007: ISBN 0-415-37143-0
Internet.
·"Specs & Delivery | How to Deliver Commercials to Channel 4".Channel 4: 2001.
There are various ways of gathering information from television ratings. One way of collecting data is by using 'BARB' (Broadcasting Audience Research Board).
BARB was established in 1981 and is owned by the BBC, ITV, Chanel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising).
BARB currently has over 5000 homes, those of which include over 11, 500 people who are participating to the panel. This has been calculated by using a 2001 census of the population of the UK (58,789,194). It has been proven that each BARB box represents over 5000 people.
The Individuals have a box fitted into their homes that records everything that they watch. Panelists can indicate who is in a room at the time by pressing a button on a handset.
Information is gathered overnight and then gets published as an overnight rating at 9:30am for the personal use of television stations and advertising industries.
About a week after the ratings are published, the current ratings then get added up with the ratings of programmes that have been recorded during the week (this is allowed up to 7 days). These figures are known as a 'timeshift'.
Collecting information this way is useful and effective because it allows the public to have an official understanding of how their data is collected by watching certain programme. Collecting ratings in this way demonstrates what programme is watched the most in the UK.
Programme Profiles:
This is breakdown of who watches any programme on television. A programme profile can also target an advert to any programme broadcasted. This is useful for an advertiser because it demonstrates that the audience's favourite shows can help them gather even more information to publish more ratings. Certain programmes can be targeted at a specific audience.
For example, 'Downton Abbey' can be targeted towards women who aged 50 and over and a football programme could be targeted mainly towards men.
Rate Card:
A rate card is a document listed with the prices for advertisements and various other advertising placements. Rate cards are normally used for guidance due to the charge on some prices varying over periods of time.
In other ways, a rate card can also be used for promotional purposes.
Programmes that have been on air for several years, such as 'Coronation Street' or 'Eastenders' evidently are a lot more expensive than programmes that haven't been aired for as long. These soaps seem to attract a larger audience, so this means that their rates are increasingly large. These soaps are also aired at sociable hours and this plays a huge role on ratings.
Target audience is important for ratings because shows are often aired at times where teens (for example) are at school or when they are busy. Nowadays teenagers tend to spend the vast majority of their time on their phones/tablets/laptops and this means that they won't necessarily be watching programmes as much as adults might be. This concludes why targeting the correct audience is essential.
Rate cards are important in an advertising company because it gives the advertising company an understanding of who will be watching a particular programme at a certain time. This is important because they need to gather the information from the audience to see whether or not the programme is successful. One useful company for this would be the ITV Media. Another useful company would be Channel 4 Sales.
Advertisement agencies create a variety of advertising strategies in order to create marketing campaigns that tailor to the audience's needs. Agencies pitch their ideas to future clients who would generally be interested in their product. Presentation is important when presenting your ideas because you would need to engage with the audience in order for them to consider becoming a client for an agency.
Clients:
Clients are provided with a detailed prospective of viewers and the final advertising campaign.
Audience:
An audience can range from an individual, to a group of people who watch or read media text. These can include, listening to the radio, reading magazines and watching television, thus why audiences are important.
Audiences play a huge role in the media, because without them, there wouldn't necessarily be any forms of media and agencies and production would lose out on money if there wasn't an audience to
watch what they were producing.
Having an advancement in technology can help to increase ratings in shows as people can access more ways to watch their favourite programmes.
Types of audiences: Mass/Broadcast Audience: Audience members who are mainly focused on mainstream TV Soaps. This includes media that targets all ages. A few examples of TV Soaps would be Eastenders, Hollyoaks, Coronation Street and many more.
Niche Audience: This is a smaller group of audience members with a specific type of interest in their choice of media.
Age and gender:
Age is another main factor of media. For example older forms of media (radio, newspapers, etc) would generally gain more listeners/readers from the older generation. Newer forms of media would be watched/listened to/read by the younger generation. This could be due to the advancement in technology as media can be presented through applications on phones/laptops/tablets. Media can also be listened to through audio players online as well.
Gender is also affiliated the media. If an advertisement is shown during the break of a netball match for example, the advert could be targeted more towards women. If the advertisement was shown during a break of a football match, it would be targeted more towards men.
Psychographics: Psychographics is the segmentation of marketing which divides groups of people by their social class and lifestyle. Psychographics is based on whether people can afford to be living wealthy, or not. For example, the wealthy may purchase products targeted towards their income, or have media depicting expensive products towards their social class.
It is useful to divide market research by psychographics because is provides the assumption that products are distinguished between individual purchases and it reflects on the customers characteristics. This will provide the company with an accurate result as to who purchases their product more often.
Geodemographics:
This is used within marketing media which classifies a specific group, gender or age. Geodemographics are broken up into separate categories depending on people's jobs, education or status in society.
For example, if a group of people haven't received much education in their lifetime, it will be quite difficult to educate them on the product a company is trying to advertise. If a company were to advertise a product aimed at those who are in the scientific field at school and/or work, those who aren't in that field may not understand the actual purpose of the product since it wouldn't necessarily apply to them.
Diving market research into geodemographics can demonstrate why companies would want to advertise their products into certain groups because it will portray the social classes of each individual.
BARB:
The Broadcasters Audience Research Board measures television audiences and has been doing so for over thirty years. Shown below are screen grabs demonstrating what BARB has achieved by doing this.
Audience Measurement Panels:
Audience measurement is important for gathering information in the media as it is produced through media text. However measuring an audience comes with its pros and cons and these include:
Pros:
Gathering different data sets of information from different families across the country - this helps for accurate results if there is a larger number to work with.
Cons:
Different families may want to watch other programmes that aren't the same as what another family may want to watch (for example).
You must always make sure you plan ahead of your advertisement as it is important to cater to the audience's needs. Here are a few things you need to ensure for your advertising planning:
Target Audience
Age
Timing
Race
Gender
Type of advertisement
Your type of advertisement is essential for when viewing because you must ensure that it is suitable for everyone across the nation. Shown below are the different forms of research and the three different purposes for using research. Here are a few examples: Audience Research:
Audience Research involves gathering information from a selected audience group; i.e. the audience's age, gender or race, etc. This can include collecting information about their knowledge and understanding of the related topic asked. The data can be collected through the use of questionnaires, surveys, forums etc. Market Research:
Market Research is a systematic method of collecting data. Market research also involves collecting and analysing customer information before the target market is reached.
Market research helps to gather information on a proportion of the population, depending on social class, age, gender and income level.
There are two types of market research: Quantitative Research and Qualitative Research.
Quantitative Research:
Quantitative Research involves collecting data numerically in order to form statistical ratings from the amount of viewers. Quantitative Research is collected through the use of questionnaires and surveys in order to gather reliable data. It is suitable to design a suitable survey/questionnaire so that the your asking range is appropriate and relatable to the question. It is best to ask fairly large groups of people different questions so that there is information gathered in order to complete your survey/questionnaire.
It's usually best to ask questions over a period of time as there will be an increase in changed opinions relating to the questions in the survey/questionnaire. An example of a question asked could be:
"How long do you watch television for per week? 1-2 hours, 3-4 hours, 5-6 hours, over". It is vital to make sure that you include the correct timeframe in your questionnaire, otherwise your questionnaire would be incorrect.
Qualitative Research:
Qualitative Research involves gathering information of people's thoughts on a particular topic and why they may think a certain way on it. Qualitative research can tell you what a customer thinks about the amount of television they should be watching within a week, or a month etc.
Qualitative Research focuses on gathering information in smaller groups rather than large ones, for example this can be achieved through written data. It creates a further understanding on human behaviour when categorising results and data. Production Research:
Production Research is always needed when developing a new product. Production research allows you to seek what resources you'll have to have prior to development. You'll have to ensure that your new product is profitable and suitable for the market and targeted towards a specific age group.
When developing a new product you will need to make sure that it will sell well and be within the public's price range in order to do so.
One major part of a production process is beginning to promote your product. An efficient way of doing this would be through social media. Nowadays social media is gaining more and more members globally and by promoting a product via social networks will eventually lead to the spreading of it's popularity.
Primary Research:
Primary Research literally just means to go out and collect your own data. You will use primary research when you are doing research for your own purposes.
The plus side to having your own research shows that you, alone have gathered your own information and can use this within your work. It's quick and easy to do. You can create your own samples, such as surveys and questionnaires and gather answers.
Cons to primary research would include not having accurate results and information. Due to this, research may be outdated in the mean time whilst searching for other data. It can be expensive if you are interested in creating ways to gather your information.
Secondary Research:
Collecting Secondary data means you are gathering research from the original person who provided the information. You may use secondary research when you are gathering information from a textbook (for example).
The advantages of collecting secondary information include it being relatively cheap, quick and easy to access, having information supplied by someone else on the internet and possibly being the only source of research available for use at the time.
The disadvantages of collecting secondary data include the information being outdated, not being the right source of data for you to use at the time and it may be inaccurate.
The ASA was established in 1962. The ASA is the UK's independent regulator for advertising all forms of media nationally.
Committees of Advertising Practice have written codes enabled for the ASA to apply in their work whilst they commit to taking action against false, misleading advertisement in the media. Their job is to make sure that all forms of media are honest, reliable and decent when being displayed around the internet (for example) or on television.
The ASA covers magazines and newspapers, posters, cinema, TV and Radio, sales promotions, direct mail, leaflets and brochures, CD's, DVD's, videos and many more.
The ASA however does not cover, packaging, phone calls, editing online and more.
OFCOM: Office of Communications
What does OFCOM do?
OFCOM is the communications operator in the UK. Their aim is to regulate TV and radio sectors, mobiles and fixed line telecoms, postal services and the airwaves over wireless device operations. OFCOM notably covers the broadcasting, telecommunications and postal industries within the UK.
OFCOM aims to protect the public from harmful/offensive material that may be broadcast across the UK. OFCOM also covers licensing, complaints, research, codes and policies, competition and the protection of the radio spectrum from abuse.
OFCOM also deals with a lot of complaints when it comes to adverts and audience members mostly complain via telephone, television and by mailing. OFCOM will generally direct those who wish to complain, straight to the ASA.
Controversial Advertisement:
The ASA and OFCOM have both had to deal with controversial adverts over the years. Some have caused members of the public to become enraged at the sight of them. Shown below is an advert created by 'Paddy Power' in 2010 which depicts two football teams consisting of blind players, playing a match.
During its release, conflict spread around the country as members of the public were unimpressed with the advert. The ASA received over 1300 complaints after the advert's release, however the total number of complaints for the adverts itself was 25,214.
A major complaint for this advert was for the use involvement of animal cruelty as one football player kicks a cat into a tree being totally oblivious to the fact that he had done so.
Complaints were beginning to arise as people believed that the advert was indeed offensive to those who are blind and could eventually instigate animal cruelty. On the contrary, the advert's complaints weren't upheld due to the ASA claiming that the advert was "surreal" and "light-hearted".
Recently Banned Advertisement:
This is a recently banned advert which promotes the new BMW 3 Series. Causes for this ban included the advert being irresponsible as it encouraged people to start driving recklessly. In one scene we see a woman on a rollercoaster, then the scene cross cuts to a man driving exceptionally fast down a coastal road - this is extremely dangerous.
As the advert progresses a voiceover explains how "curves inspire you and definitely dare you". This demonstrates to the public that a clear road and a nice car should inspire you to drive rapidly down... this is indeed daring.
Due to the car being shot from different angles, portraying the swift gear changes, it definitely looked like the car was speeding down the road. The ASA stated how the advert was only irresponsible because the audience would be encouraged to speed round corners of a road, which could potentially cause accidents.
The advert didn't actually receive any complaints, but due to its reckless driving the ASA/OFCOM thought it was necessary to remove the advert.
Complaints:
Altogether the ASA handled 31,458 complaints from around 22,397 adverts. The ASA estimated that about 4,591 ads were either withdrawn or altered, with 94% of complaints coming from the public.
A single complaint can lead to the withdrawal of an advert. If more complaints arise then the advert can be under investigation.
Importance of Regulation:
Advertisement is important for the world and modern lifestyles as the audience will be able to have an understanding of what products are being advertised to them. Producers would obviously want to sell their product to the consumers, therefore they would need to provide accurate information about their product. What is it? What does it do? How does it benefit the consumer? this is what producers must take into consideration.
Advertising Codes:
When advertising you have to follow specific rules for your product. This is to make sure that the public don't become offended or are exposed to harmful content. There are a list of code rules that include:
Racism
Harm and Offence
Misleading Claims
Environmental Claims
Children and Advertising
Scheduling adverts at appropriate times
Displaying adverts in appropriate places
Products themselves have specific rules that they need to follow as well. These include the advertising of:
Alcohol
Tobacco
Gambling
Food/Soft Drinks
Health and beauty products
The ASA has its own council (The ASA Council) and they have the responsibility of picking adverts out which have disobeyed the rules of the advertising codes. The ASA analyses if adverts have breached these rules, whereas the CAP writes the advertising codes.
Accuracy and Causing Offence:
The ASA definitely ensures that all adverts focus on two things. This is including if the advert is misleading or inaccurate and why it can cause offense to the audience. Age should be taken into consideration here because certain advertisements could be upsetting to younger viewers.
ASA Intervention on Tobacco:
'Craven A' is a popular brand of cigarette which was established in the 1930's.
On this poster we see a young woman smoking a Craven A cigarette whist being dressed in tennis attire. Craven A is contradicting a healthy lifestyle because tennis is an active sport; however smoking cigarettes can cause health risks, such as lung cancer and can be potentially dangerous.
At the top left side of the poster there's a message that displays; "For your throats sake smoke Craven 'A'". The message is attempting to demonstrate that smoking this particular brand can make you feel better - yet this is simple not the case.
Shown below is an example of one of Craven A's adverts, created in 1962.
As the years passed by, the advertisement of cigarettes became
more and more restricted. In 1965, advertising of cigarettes was completely banned, however loose cigarettes and cigars were allowed to be advertised. This came to an end in the 1990's.
By 1975, there were new rules that were introduced into the world of advertising when different types of cigarette advertising and pre-vetting was introduced.
A new Act was introduced. This was The Tobacco Advertising and Promotion Act of 2002. This put a halt on the advertising and promoting of all tobacco products. This Act didn't actually put a ban on cigarette rolling papers and filters though.
Advertisement of snacking:
A popular snacking brand - 'Maltesers' produced an advert in the 1950's which, again had another contradictory message inside of it. This was; "choose the chocolates that can help you keep slim" - obviously there aren't any chocolates that can help you to stay slim. This presents false advertising because the statement isn't true.
If a company was going to promote this product today, they would definitely need to change the message behind the poster. Also the ingredients and amount of calories should be included on the poster so it notifies the consumer about what they are about to purchase.
Maltesers soon started to claim that they were 11 calories each. Again this was false because it is demonstrating that all Maltesers are low in energy, even though they aren't. In 2008 the ASA upheld complaints for this advert.
My chosen advert is the new House of Fraser advert. My reasons for choosing this advert include its organisation, style, clothing and song choice.
Emotional Response:
This advert does provoke an emotional response because it depicts women posing fiercely to the song; 'You Don't Own Me' by Grace and G-Eazy. The dancers are striking with their movements, as if they are telling a story. I believe this is a representation of women proudly making a statement saying that men can't control them, so they can do whatever they like.
At the same time we see a battle of girls vs boys as they both compete to see who is the best gender.
Target Audience:
This advert is targeted more towards teens/adults as the clothing presented is of a sophisticated style. I would say that teens are more familiar with the new version of this song and this is great because House of Fraser would be able to gain more sales if people enjoy the song. The song would make people come back to watch the advert and could possibly lead them to buy clothes from House of Fraser.
Celebrity Endorsement:
The advert isn't celebrity endorsed. I believe that this was a bold move by House of Fraser because celebrities do help with the increase in sales, however not having a celebrity endorsed advert demonstrates individuality as it shows how regular people have what it takes.
Brand Identity:
Brand identity is presented as the advert is a portrayal of what consumers wish to buy. However the designer(s) of these clothes forms the foundation of a brand, the consumers are the ones who make the brand's identity.
The advert presents the clothes in the eyes of those who wish to purchase them. They must be eye catching.
Brand identity develops House of Fraser's styling as it becomes even more popular when other clients wish to become involved.
Clothing would have to be extravagant if more sales are on the rise. Consumers would play a huge role in this.
Persuasive Devices:
This advert definitely uses persuasive devices throughout. There is a sense of fear/intimidation during the advert, especially when one dancer mouths; 'You don't own me' looking straight down the camera. This engages with the audience and I believe that the actual idea was to create a bit of tension and use intimidation to gain a reaction from the audience.
Cameras & Effects:
The cameras mainly focus on the girls as it targets a specific location to capture the shot. As I have stated previously, the song is supposed to portray a rebellion against men constantly telling them what to do. This is an example of a patriarchal society.
The sound is very prominent throughout the advert as it dominates the scene. This suggests that the song is the main focus of the advertisement.
There are various styles of television advertising used to promote a product nationally/internationally. These styles of television advertising include:
Humour
Parody
Shock
Surrealism
Intertextuality
Repetition
Sex
Famous Faces
Listed below are the different styles of television advertising.
Humour:
This advert came across as serious in the beginning. It prepares the audience for a show due to its slow motion action. As the pace gets faster we soon realise that there is an initiation taking place (with the headbutting of the can). The initiation provides the audience with humour here as the advert presents the unexpected to happen. I definitely believe that this advert will be memorable due to its individuality. The choice of style for the advert is unique, however I believe that young viewers would probably want to have a taster to see whether or not they can crush a can against their heads - so I believe that this can be dangerous.
Parody:
This advert is portraying replica members of the Royal Family during the Royal Wedding in 2011. The audience would be rather surprised since you don't see members of the Royal Family acting this way. The advert is definitely memorable as it was during a special time of celebration and because of its style. Personally I believe the choice of style is appropriate because a phone company is being advertised in the process and you can see how the audience all have mobile phones in their hands to record what's happening. The advert was a success because T-Mobile's selling reportedly rose that year.
Shock:
The audience would have mixed emotions amongst seeing this advert because it could cause trauma. The advert gets its point across that you should always check your speed/wear a seat belt when driving because lives are out at risk. I think this advert is a warning to all drivers showing them what could possibly go wrong when driving. The advert was successful because it promoted awareness of safe driving to drivers in the world. Although the advert is upsetting, it's memorable because of its severity and cases of real life events.
Surrealism:
This advert is unusual, yet it promotes the product well. Having a well known actor, such as Terry Crews, promoting this product will most probably create more publicity for the product. As Crews projects his voice, he ensures that the audience definitely get the message that they should go and purchase this product. This is highly effective because it would lead to more sales. Having a shower scene is memorable because the point of the advert is to promote showering cream, so I believe the advert was successful.
Intertextuality:
This advert presents a story of two friends arguing. The advert reminds me of the film 'Death Becomes Her' as there is a scene quite similar to this one. As the chocolate figure falls down the stairs the audience is presented with its contents. This is an effect advert because it provides a 'dramatic' storyline, leaving the audience in suspense as they wish to know what happens next. It is a successful advert because it will lead to an increase of sales for Cadbury's.
Repetition:
Audience members may find this form of advertising annoying. The overuse of repetition can steer the audience away from purchasing this product. It's memorable because it will be in the audience's heads for a while - making it effective. I don't believe that this product will be successful due to its repetition. If the phrase was said less and less, then I believe that the product would have an increase in sales.
Sex:
This advert demonstrates how sexual behaviour coming from women is appealing towards men. Some women may however find this offensive and degrading. It demonstrates how men will find women attractive once they've had a few drinks, therefore I think this advert could've been structured more appropriately. Targeted at one gender, men would remember this advert. I don't think females would remember this advert for personal reasons.
Famous Faces:
Christiano Ronaldo is notoriously famous in the football world and including him in an advert will lead to success. Going undercover creates a mystery as the audience are trying to figure out who the person is. The advert is appropriate because it presents football and a footballer has been included. This advert is one to remember because once Ronaldo reveals himself we see how the crowd around him is very surprised to see him.
"Staedtler Pencil... It's more than just a pencil"
Task:
Our task was to create an advertisement for a pencil. The Staedtler pencil. In a group, we had three different adverts to use for our video. In three different ways we had to provide an advert depicting how we could use the Staedtler pencil in our everyday lives. Below I shall be explaining the three way we embedded the usage of the pencil into our advertisement.
The first advert included a member of the group (Diana) trying to reach for a box on top of a cupboard. Another member (Bradley) comes along to give her a pencil that extends so that Diana can reach her box.
The second advert included Bradley writing on a piece of paper with a blunt pencil and member, Samuel gives him the Staedtler pencil so that he is able to write again (along with the phrase; "oh, that's much better").
The last advert consisted of myself situated in a restaurant (Wagamama). The idea was to have a chopstick that went missing and that the waiter would provide me with a new chopstick.
Editing Process:
As this was our first editing task, we had to follow a specific guideline on how to edit our sequence and for this, the software program that was used for this was Adobe Premier Pro. I used a range of tools and features in order to edit the sequence in order to shorten some areas, one of the tools included the razor.
Shown below is the final product of the adverts combined.
As we are aware, there are many forms of advertisement broadcasted on television. These can range from:
Realist Narrative: This advert (shown below) is an example of a realist narrative. It shares the story of a young girl adapting to her life changing as she grows older and the responsibilities she now must attend to. A realist narrative depicts how people share their stories by narrating their point of view. They are relatively close to actual real life events and are shown through the use of film.
Positives: Using this particular form of advertising is demonstrating how young girls are able to look up to their own inspirations and this enables them to go and pursue their careers in the future and be successful.
Negatives: The disadvantages of using this form of advertising are emotional purposes. This could possibly upset the viewer to the point where they may not be able to continue watching the advert.
Anti-Realist Narrative: Opposite to a realist narrative, an an anti-realist narrative is a humorous situation filmed in the case of an unlikely event. This Muller Rice advert is an example of anti realist.
Positives: Is able to make the viewers laugh due to its humour in situations that will most likely not occur.
Negatives: Some viewers may think that this type of advertisement is immature and is only targeted at the younger generation for example.
Animation: An example of an animated advert would be 'Disneyland Tokyo'.
Positives: Aimed at particularly young children. There are no limitations towards using animation in advertising.
Documentary: Giving off the impression of the advert, however it later becomes a reality of narrating a story in the form of advertisement.
Positives: Informs viewers in great detail of real life situations.
Talking Heads: Often a celebrity taking this role, it depicts one person speaking directly into the camera to promote. An example of this could be to raise awareness for Save the Children.
There are various shots from this advert that capture the children at a vulnerable time. This is effective because the advert is demonstrating real life events that occur in the world and it gives the public the idea of raising awareness for those unfortunate.
Positives: Raises awareness for children in poverty and encourages people to donate money.
Negatives: On many occasions people wonder if the money is actually going towards a charity.
This type of advert is generally broadcasted during lunch time or dinner time. Many people will feel sympathetic towards the children in this advert however, will they personally help donate.
Stand Alone: Presented as a one-off version of advertisement
Having an elderly person celebrating Christmas alone exemplifies the lonliness other people may face during this time also. The camera zooms into the mans' face when he receives his present, which demonstrates the sense of joy - showing that he truly isn't alone.
The mise en scene positioned here is a suggestion of how the man has his views on the earth. The bench is positioned to look like one small man is distanced from the huge earth as he gazes upon it from afar.
Positives: This Christmas advert created by John Lewis is very effective as many people look forward to their adverts every year and it brings friends and families a lot closer together during this time of year.
Negatives: John Lewis is extremely well known and it would be very expensive to create these forms of advertisement each year.
Series: This is an advertisement that consists of more than one advert and more advertisements follow after this.
Positives: It promotes car insurance to the public in a 'fun' sort of way.
Negatives: Many can find these adverts to be annoying. Although theses adverts have been around for a few years now, some people may begin to lose interest in the advert.
These adverts are targeted towards those who can drive - therefore the target audience is quite mature. I believe that a mature audience will gain boredom from these adverts.
Welcome to: ‘An Introduction to Advertising’. A blog designed to tell you everything you need to know to be successful in the world of advertising! This blog will provide you with details of:
Different formats of advertising
Different purposes of advertising
Examples of effective/ineffective advertising campaigns
Examples of controversial advertising campaigns
Different styles of television advertisements
How television adverts are researched and designed
