This blog will be about sources of information within advertising. To begin with we need to know where to find out how many views an advert would normally get, there is a website called BARB which allows the public to see how many views an advert get. This website is useful because it allows us as the public to see how successful or un-successful a advert is doing. TV ads that are seen on the big TV programs such as ITV or BBC are most likely to get the most views and become the most successful because they have a bigger audience as it is. BARB stands for Broadcasters' Audience Research Bard and first came around in 1981 in order to measure the views. This played a big part when it first came around and still does now.
Within the advert industry there needs to be an audience in order for the adverts to be successful, in order to make it successful they would have to aim the advert at a target audience and work around who their target audience is. Audiences are divided and labelled in different ways, this could vary from their age group or even down to their gender depending on who the advert is for, an example of this would be a hot wheels toy car would be aimed at young kids under the age of 5 or 6. Market research plays an important role so that the advert can be successful and make sure that the advert sells its product or to get the message across about something. Market research is when a group of people go out and asks questions or receive feedback about their ad. When adverts are being categorised in different parts, they can also be labelled in their social classes, this means that if there is a high end car it is most likely to be aimed at upper and middle class people because they are able to afford this luxury, whereas something as simple as getting a job in an idusrty would be aimed at the working class people.
Before doing research you need to know that there are different types of research, these different types of research can consist of primary, secondary, quantitative and qualitative research. Each of these types of research play an important role. Primary research is where you would go out with a pen and paper, ask the public questions and collect all of the information by yourself. An advantage would be you get to explore a lot more than you already knew, whereas a disadvantage would be once it has been published anyone can use it. Secondary data is where information has already been collected by someone else but you use this data in order to back up your theory. An advantage of this could be that the work has already been done for you whereas a disadvantage would be that you do not know how reliable it is. Quantitative research is when you ask people basic questions in order to convert it into statistics in order to prove somethings and make it reliable. An advantage of this would be that you can have a large amount of data to collect, whereas a disadvantage would be it is hard to design questions. Qualitative research is the process of finding out unstructured information and making it understandable. An advantage of this would be that the information is reliable, but a disadvantage would be you get small samples.
These are all for different reasons which include audience research, market research and production research. But why is it important to conduct
•Explain why the regulation of
television adverts is important x-
•Explain
the role and purpose of ASA/Ofcom -
•Explain
which areas of advertising are a particular concern to the ASA -
•Explain the two questions the ASA
asks of a particular advert
•Explain how the ASA decides whether
an advertisement is appropriate
•Explain
how ASA intervention has changed tobacco advertising
Within the advertising industry you would have to obey specific rules that have been given by two companies, these two companies are also known as ASA and Ofcom. They make sure adverts are up to standards and are following the rules so that it can be published to the nation. These two companies play an important role in the advert industry. Advertising plays an important role in todays modern life and modern economy, this is because it informs the buyers and its target audience persuading them to buy or look at their new product. But they would have to make sure that their advert is 100 percent accurate and to make sure that it does not mislead its audience making it a reliable advert. So this is why regulations play an important part within advertisement.
We then move onto the role and purposes of Ofcom and ASA, Ofcom stands for Office of Communications but is mostly known as Ofcom. This company is government approved and is the competition authority of broadcasting, telecommunications and postal industries of the UK.
This means that Ofcom has a wide range of power across the television, radio telecoms and postal sectors. In order for it to continue to be successful it needs to represent the interest of citizens and consumers. Ofcom is also known for licensing, lots of research and protecting the radio spectrum from abuse, this is because they want to keep the radio stations clean in order to keep the audience.
Next up we have the ASA, this stands for Advertising Standards Authority but is most commonly known as the ASA, this company started 50 years ago. Its main role is to ensure that advertising in all types of media, which basically means from newspapers to the television, has to be legal, truthful but not misleading and to make sure it is truthful. Yet if the advert fails this examination it would not be broadcasted to the nation. The ASA tend to focus on the ones that have a bigger audience such as magazines and the tv. This because they tend to have a high audience and the ASA has an important role in making sure that the ads are in good shape in order to be put on the radio and tv.
This must mean that there has to be someone to decide if the ads are up to standards, who could this be? This is down to the ASA council in order to make sure that they haven't broke the advertising codes.
In this blog I will be examining an advert in detail, within this I will answer the following questions such as:
What form and style is the advert? -
Who is the target audience? -
Does the advert provoke an emotional response? -
Does it involve celebrities? -
Does it use/create brand identity?
Are any persuasive devices used?
To begin with my chosen advert will be driving adverts and how they are really effective towards their target audience. This form of advert is to show how drinking and other distractions such as your phone or people in the car can affect the way you drive, then leading onto causing an accident. The target audience for this advert will be drivers, this is because they need to get this strong message across that if you do not be careful whilst driving there are some serious consequences.
This advert is really touching and sends a strong message across to its viewers, this means that the advert does give out an emotional response. But this advert does not use celebrities but it does use experienced actors in order to make it a successful ad. This means that the advert would be seen as seriously taken when being created so that they can get the best out of everything they can. Within this advert it does use brands such as a car make being used within the ad, and finally in this advert there was no persuasive devices used but the acting and scenes in this advert made it a very good advert in order to make it persuasive.
Also in this advert special effects were used such as fades and other editing such as the use of animation, as well as other techniques were included such as different camera shots and different movements coming from the camera. In this advert it mainly uses camera shots such as medium to close ups so that they can get the detail on what is happening within the car, every now and then you will see a POV to see what speed they are going at along the roads. This is effective because it sends a message across to its viewers to say do not go this fast! With sound it contains a background track which is counted as emotional music that tends to stay running throughout the entire advert, as well as this we notice that sound comes from the actual scenes itself such as the cars crashing against one another. The pace of the editing also differs depending on what has happened, an example of this would be when a car was moving at high speed there were different camera angles, whereas when a crash has happened the scenes tend to slow down.
Humor - This type of advert is when an advert shows a slight bit of comedy within the advert, at the same time it shows what the advert about. This advert is effective because it does not make the advert boring, but it makes sure that the advert can keep the viewers watching by adding comedy. This makes it less boring.
Parody - A parody advert is when an ad has been created but it is when you use a previously created advert and re making it by taking the mick out of it, hence parody. This type of advert also uses comedy and the parody is not really shown unless you have seen other adverts. This type of advert is useful because it makes sure that the viewers do not become bored of the advert and see if they can get the humor within the advert.
Shock - A shock advert is when a serious and emotional advert which can advertise of helping children or something like what would happen if a fire was to happen and the consequences. These adverts are effective because they are really emotional and they make sure that it gets to the viewers in order to persuade them within an instant.
Surrealism - A surrealism advert is an advert that doesn't exactly tell the truth, so an example of this would be a shoe advert called living shoes where there is no legs seen in the advert. When the audience would see this advert they would be slightly confused and ask themselves is this actually real. This advert would be remembered so easily because normally the funny and fake adverts stay in the viewers long term memory a lot more compared to the other types of adverts.
Repetition - A repetition advert is when the product within the advert gets repeated several times. The reason why these adverts are effective is because some of these adverts are really catchy but also annoying such as the GO Compare advert, which uses a lot of repetition and an annoying singer.
Sex - A sex advert is not the sort of 'sex' adver
t you are thinking about, this type of advert uses gender to show the advert. An example of this would be the fairy liquid adverts where a female is doing the washing up, which is normally shown as a tradition in society. These adverts are effective because between the actors and the audience there could be a connection because where they are the same sex they can understand where they are coming from.
Famous Faces - This type of advert is when you use a famous celebrity to advertise the product y
ou want to show, this means that if a celebrity is using this brand, they audience will automatically think that it is really useful and they want to be like the celebrity. So in other word the think 'I have got to get this so i can get Cheryl Cole's hair!'
We then move onto the role and purposes of Ofcom and ASA, Ofcom stands for Office of Communications but is mostly known as Ofcom. This company is government approved and is the competition authority of broadcasting, telecommunications and postal industries of the UK. 
Humor - This type of advert is when an advert shows a slight bit of comedy within the advert, at the same time it shows what the advert about. This advert is effective because it does not make the advert boring, but it makes sure that the advert can keep the viewers watching by adding comedy. This makes it less boring.
Surrealism - A surrealism advert is an advert that doesn't exactly tell the truth, so an example of this would be a shoe advert called living shoes where there is no legs seen in the advert. When the audience would see this advert they would be slightly confused and ask themselves is this actually real. This advert would be remembered so easily because normally the funny and fake adverts stay in the viewers long term memory a lot more compared to the other types of adverts.
