AS1: Task 8: Referencing

References
AS Media Studies: The Essential Introduction Second Edfition. 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

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.“Adjudicating ads. Claire Forbes”.  Issue 23 / February 2008. ISSN 1478-8616

Top 30 Programmes :  Broadcasters Audience Research Board http://www.barb.co.uk/www.barb.co.uk/viewing

Specs & Delivery | How to Deliver Commercials to Channel 4. Channel 4: 2001.
<http://www.channel4sales.com/planning_and_buying/ad_specs_and_delivery>

How we do what we do:  Broadcasters Audience Research Board  http://www.barb.co.uk/www.barb.co.uk/viewing

“ Advertising | How to Advertise  on Channel 4 and its platforms”:http://www.channel4sales.com/advertising.

“ Five controversial TV and internet ads – video” - The Guardian www.theguardian.com › News › Media› Ad break‎ :

·      http://www.theguardian.com/media/video/2013/jun/20/five-controversial-tv-internet-ads-video

“  Advertising Standards Authority”: http://www.asa.org.uk/

AS1: Task 7: Sources of Information in Advertising

Agencies in the advertising industry gather information on how to make their adverts in many ways, one way is to see what is popular in mainstream media at that time, and cash in, so to speak, to attract the attention of the audience. Another way would be to put out a survey, asking numerous questions about what the target audience enjoys, and then making the advert based around whatever gets the most answers on a question, is clearly what the people like the most, and therefore, would make the most effective advert. For example, if the advert is meant to appeal mainly to people of the younger generation, it may include a popular mainstream song, or some sort of celebrity, and if it is aimed at people of the older generation, it may feature a piece of aged music, or an older celebrity, for example, the Wiltshire Farm foods adverts are aimed at older people who don't have time to cook for themselves, one of the adverts featured late comedian Ronnie Corbett, this may appeal to people of the older generation, as they might have grown up watching him on TV, which may encourage them to buy it.

Information on television programme ratings can be found on the internet, on websites such as www.digitalspy.com, where you can view which TV programmes got the highest ratings, and the most views. This can be useful for advertisers, as it means they can see what programmes are most popular during the time they want their advert to be shown, to ensure the maximum amount of people see their advert, this is good, as it means the company are more likely to sell more products. 

AS1: Task 6: Methods Of Research

Task 6: Methods Of Research
It is very important to conduct your research before you start to plan a new advertising campaign, this is so that once you actually start to run your campaign, you know who exactly to aim your advertisement at, as it is very important to know who your audience is going to be, so you can make your advertisement as appealing to that specific group as possible. 
There are four main types of research: primary (new research that the company has carried out itself, used to ask and answer specific questions), secondary (involves the summary of existing research), qualitative (research that can be considered primarily exploratory, and can be used to gain a better understanding) and quantitative (research used to quantify the problem by generation of numerical data which can be turned into usable statistics).
There are three main different types of research: audience research (defined as any sort of communication research conducted on any specific group of people), market research (research conducted as a way of gathering information about consumer preferences) and finally, production research (vital research that allows the company know if there are any sorts of faults with their product).
Overall however, it is greatly important for companies to conduct extensive amounts of research, as so they are as greatly prepared as possible when it comes to making their advert, so it will appeal to as much as their target audience as possible.

AS1: Task 5: Audience Information

Task 5: Audience Information
When a company is going to distribute an advert, it is beneficial for them to do some research into their audience, this is a good idea, as the company then know how to make the advert as to appeal the most they can to their viewers, and sell as much of their product as possible. The factors they may want to take into consideration are:


Standard Occupational Classification: this is sometimes referred to as Social Grade by advertising companies, it is the social category that the person may fit into, e.g. middle class, working class.


Psychographics: this is categorising people based on their attitudes, aspirations and other psychological criteria.

Geodemographics: where does the target audience live?

Age: what age group is the product supposed to appeal to the most?

Gender: will it appeal to males, or females?

It is important to take these factors into consideration when creating and selling a product, it is imperative that the company does this, as it could mean them selling much more of the product, as it appeals more to a specific group, who are then more likely to buy said product.

Audience information can be gathered by a company via surveys, and seeing what adverts are popular amongst certain age groups etc.

AS1: Task 4: Regulation

Task 4: Regulation
Advertising has become extremely common in modern life, and it is the job of some companies to make sure that adverts being viewed by the general public are appropriate:
The ASA (Advertising Standards Authority) is a self regulatory organisation of the advertising industry in the United Kingdom. They work to make sure all UK advertising is legal, honest, decent and truthful, however, they does not cover sponsorship, packaging, shop windows, telephone calls, fly-posting, private classified ads, statutory/public notes, press releases, political ads & online editorials. They focus on two specific criterion when deciding on whether an advert should be viewed by the public or not; whether the advert is inaccurate or misleading, and whether or not it may offend the viewers. They take their job very seriously, and a single complaint about any advert, could lead to a full blown formal investigation, which could then lead to the advert being taken down. In the year of 2011, more than 30,000 complaints were received about over 20,000 different adverts, 4,500 of which were deemed unsuitable, and therefore were either changed, or removed entirely.
Ofcom (The Office Of Communications) is the government approved regulation authority of the broadcasting industry in the United Kingdom, and possess a wide array of power over television, radio, and postal sectors, however when it comes to advertisements, they usually redirect you to the ASA.

AS1: Task 3: Analysing a Television Advert In Detail

Task 3: Analysing a Television Advert
The television advert I have decided to analyse in further detail is the most recent Haribo Tangfastic advert.

The advert is meant to be humourous, and is part of a series of adverts that the Haribo company has been creating and putting on television over the last few years. The advert itself is aimed at both children and adults, as it is a children's sweet, yet it could also appeal to adverts, as it shows that eating Haribo sweets brings out your inner child, hence the reason that the rugby players all have light, and childish voices which have been lip-synced over their real voices. 
The intended purpose being to make the audience laugh, the advert is also memorable, as there are no other adverts currently in circulation that do what these adverts do. The use of the rugby players is there to symbolise their toughness, and manliness, as most rugby players tend to be big and strong, yet the advert suggests that even they can feel like young children again by eating Haribo Tangfastic sweets. 
There are only two types of camera shots used in the advert, at the beginning, the shot shows all of the rugby players going down into a scrum from a distance, the second shot has more of a close-up of the packet of sweets, and finally, a close up of the players faces as they eat their sweet.
The advert only features a few types of sounds, most of which are background noises, such as a whistle blowing, and other rugby players grunting in the distance, as well as the well known Haribo jingle, which plays at the end of all their adverts. 

AS1: Task 2: Styles Of Advertising

Task 2: Styles of advertising:

Humour: the purpose behind using humour in advertising is to make the advertisement memorable, because people find it funny and it sticks in their mind, and this might appeal to them to buy the product. It can also be used to shock if using a certain type of humour. For example, many of the Cadbury adverts use humour to make the advertisements memorable and fun, and they are very popular.

Parody: a parody advertisement is used by a company to advertise their own products, as well as mocking another company at the same time. For example, "The Specs Effect" advert by Specsavers is a parody of the Lynx advert and it's "The Lynx Effect".

Shock: a shock advert is often used by companies to show the dangers of a product. Their purpose is to try to deter people from using a certain item, and is often used to show the negative sides of drugs, alcohol, and smoking. For example, a Finnish anti-drinking advert was released in 2012 and depicted how parents see their parents when they're drunk, and they are shown to be monsters.

Surrealism: a surrealism advert is often used to show off a product or advertise something in an unrealistic way, by usually having the advertisements seem distorted, and strange. For example, the advert below for the Volkswagen Polo Bluemotion, and how it has very low fuel consumption, it is a very strange looking advert, but shows how the fuel gauge not going down.

Intertextuality: intertextuality is where elements are borrowed from one text media, and reused, sometimes to be ironic, other times to have humorous effect on it's audience. For example, the Vodafone advert I have used includes the use of Yoda from the Star Wars series, I think this is very clever, as Yoda is portrayed as being extremely wise, and as he is endorsing Vodafone, it may seem more wise to pick Vodafone for your phone contract.

Repetition: repetition is used in advertising as a way to keep the product fresh in the mind of the audience, it can be used to build brand familiarity, however overuse could result in people becoming frustrated with it, and trying to avoid the advert, therefore it is vital that repetition in advertising is used in the right proportion.

Sex: companies can use sex appeal in an attempt to sell their products, as it is a fact that "sex sells". Companies may use an attractive woman, or a muscular man as a way of selling their product, this also makes the advertisement memorable in it's own way. A good example of this is this advert for Bud-Light beer, which depicts a woman in a bikini holding the drink, this is what sells the product, because people will remember the attractive woman, and buy the beer.

Famous Faces: a company may use a celebrity, or "famous face" as a way to sell their product, much in the same way they can use sex to sell their product. It is used as a way to appeal to audiences, as they see that the celebrity uses/enjoys the product, which may persuade them into getting it for themselves. The following advert is a good example, as it shows Hollywood actor Kevin Bacon advertising 4G on the EE network, as the company have used him as a way to get more people to join EE.

AS1: Staedtler Pencil Advert

For our most recent media project, we had to advertise a pencil for a company called Staedtler, in which we were allowed to make an advert showing whatever we wanted as long as we advertised the Staedtler pencil. We decided that our advert would be titled "Edward Staedtlerhands" based off of Edward Scissorhands, in which I tried to do basic tasks but could not because I had pencils for fingers, we had many shots of me including one of me trying to wipe my nose after sneezing, and me trying to prepare some food, and then many other scenes, including me "drawing" with my pencil fingers, and eventually finding my happiness. 

AS1: Task 1: Forms of Television Advertising

Task 1: Forms Of Television Advertising
Realist Narrative:

A realist narrative advert is an advert that is meant to seem relatable, it is an advert with a storyline, and appears to be both believable and realistic. For example, the following advert shows Jamie Redknapp and his family playing the Nintendo Wii, the intention being to show that the Wii is a family friendly console, and that playing it as a family will make you closer, just like the Redknapps.

Anti-realist Narrative:
An anti-realist narrative advert is a different type of advert, however, like the realist narrative advert, the anti-realist does contain a story, however it isn't relatable in anyway as it is very unrealistic, a good example of this would be the Cadbury adverts, as they usually are very fun, but not very realistic at all, it's fun to imagine a group of people dancing through their workplace on office chairs.

Animation:
An animated advert contains no physical actors, as the name suggests, it consists solely of animated people, pictures, animals, or whatever the advert is meant to be representing, and can be done through many ways, including claymation, and CGI with voiceovers. A good example of this are the Change4Life adverts, which use claymation figurines to educate its viewers on the dangers of eating nothing but fatty and sugary foods, and encourages exercise, and healthy eating.

Documentary:

An advert used to educate and inform the viewers about something happening the world, often used by charities to raise awareness about their cause. A good example of this would be the WaterAid adverts, which show poor families in Africa who don't have access to clean, fresh, drinkable water. The advert shows children drinking dirty, muddy water, and is used to shock the viewers, and encourage them to donate.

Talking Heads:

A talking head advert usually contains one person, who will sit and talk into the camera, usually it is only their head that is visible, hence the name "Talking Heads". The following advert by the supermarket chain ALDI, is a good example of a Talking Heads advert.