Advertising Project
I chosen to do the lynx advert
USP –The unique selling point is a men’s deodorant called lynx.
The target audience is mainly men, with an added modern touch which makes it appealing to teenage boys as well.
Really it is just another deodorant, but the way they have advertised it shows that the spray does attract angels, but also states that it can turn even the goodest of girls bad.
The style used is Magical Surrealism, The magical side to it is that it attracts angels to fall for you, but the real side is that it is also just a fantasy, because angels are not really going to fall and turn bad just because you are wearing this deodorant.
Persuasive techniques
- Appeal to heart - At one point you see a woman crying, I believe this shows emotions to a sort of religion side to the advert.
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- Appeal to head - Benefits is that you will get women, and it will bring out their bad side.
- Appeal to head - Benefits is that you will get women, and it will bring out their bad side.
- Slogan - Even Angels Will Fall
- Logo - I would say the logo for this advert is the actual lynx deodorant.
- Direct mode of address - the advert didn’t really use the word ‘you’ more like ‘this is what is going to happen sort of thing’.
- Repetition - Repeated angels dropping down from the sky.
- Benefits - Is that the angels will fall for you.
- Opinions – In my opinion this advert is very good, because it has good graphics and is enjoyable to watch. Also the product smells nice.
- Facts – The fact about the product is that it dose smell nice, and that it is called lynx excite.
- Opinions presented as facts – The only opinions that can be presented as facts are that the spray does smell nice and that the advert is appealing.
For my second advert i chose the Specsavers Over 60's TV ad
USP –The unique selling point is specsavers glasses offer.
The product is offering glasses that are cheaper for over 60's.
The target audience is for over 60's or people just coming up to the over 60 mark.
The style used is is humerous and realistic becuase it shows a lovely old couple doing thier day to day thing and then they are suddenly driven off on a roller coster which is humerous.
Evaluate two banned adverts.
Asa (Advertising Standards Authority)
The ASA is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.
If an advert isnt apropriate then ASA report to OFCOM aswell as taking action themselves
An exapmle of an inapropriate advert is then Dolce and Gabbana Advert
If an advert isnt apropriate then ASA report to OFCOM aswell as taking action themselves
An exapmle of an inapropriate advert is then Dolce and Gabbana Advert
My initial thought is that the woman is being over powered with men in this advert.
The denotation is a man pushing a woman to the ground.
The connotations could be…
· They are advertising clothes.
· Being a sort of sex symbol advert.
· That’s his property.
· He has pinned her down because he is attracted to her.
I think the advertiser is showing the target audience mainly woman that you can get the men.
I Think people would protest against it because it sort of looks rude in a way that there is one woman and 3 men and she is pinned down.
Also could come across as sexist in a way that the advert is using far more men than woman.
The next thing i found was a banned advert this advert was Volkswagen 'Small but tough'
The next thing i found was a banned advert this advert was Volkswagen 'Small but tough'
My initial thought is that the advert is funny but also very affensive in the way it is showing that terrorists do this. It is clever becuase it shows not even a bomb can break the car.
The denotation is that a man has a bomb strapped to him wanting to blow up a cafe/local place, then as he presses the detonator and the bomb goes off blowing him up but the car stays the same and remains looking normal.
The connotations could be that the car is very stong.
I think the advertiser is showing the target audience that the car is stong enough that even a bomb cant destory it.
I Think people would protest against it because it is offensive to people specially as asian are always accused as being terrorist and the man in this advert is an asian.
Below i explained what BCAP is...
Below i explained what BCAP is...
The BCAP Television Advertising Standards Code sets out the rules that
govern advertisements on any television channel licensed by Ofcom. The
rules are framed to ensure that advertisements are ‘legal, decent, honest and
truthful’ and do not mislead or cause harm or serious or widespread offence.
This means that an advert has to be non offencesive and cause no harm to people watching them.
This means that an advert has to be non offencesive and cause no harm to people watching them.
5 Regulations that advertisment must follow...
1. Broadcasters must exercise responsible judgement on the scheduling of advertisements and operate internal systems capable of identifying and avoiding unsuitable juxtapositions between advertising material and programmes, especially those that could distress or offend viewers or listeners.
3. Relevant timing restrictions must be applied to advertisements that, through their content, might harm or distress children of particular ages or that are otherwise unsuitable for them.
4.These products may not be advertised in or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to persons below the age of 16:
- lotteries
- football pools
- equal-chance gaming (under a prize gaming permit or at a licensed family entertainment centre)
- prize gaming (at a non-licensed family entertainment centre or at a travelling fair)
- alcoholic drinks containing 1.2% alcohol or more by volume.
- be directly accessible from programmes commissioned for, principally directed at orlikely to appeal particularly to children.
- be directly accessible from advertisements that are adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to children.
Ofcom wants to ban misleading broadband speed ads
Ofcom is looking to stop internet service providers from advertising unrealistic broadband speeds. Currently most broadband providers advertise services as 'up to' a certain speed - for instance, 20Mbps (megabits per second), But Ofcom's latest research finds that very few consumers actually get these speeds.
"There is a substantial gap between advertised speeds and the actual speeds people get in their homes," Ofcom chief executive Ed Richards told the BBC.
"The chances of someone receiving the advertised headline speed are fairly remote," he said.
"We would like to see clearer information provided to consumers which more accurately reflects the likely speeds they will actually receive," he added.
Ofcom's latest research into broadband speeds found that just 14% of customerswho are meant to get 20Mbps services received speeds of over 12Mbps, while 58% averaged speeds of 6Mbps or less.
"Broadband speeds are a major source of dissatisfaction for UK broadband customers," says Michael Phillips, product director at comparison site Broadbandchoices.
"We have been pushing for 'typical speeds' to be made the gold standard for speed measurement since 2007 - in the same way that banks use 'typical' APR percentages."
Virgin Media, which are said to be the best in the speed tests, welcomed the news: "Ofcom's latest report is yet another damning indictment that consumers continue to be treated like mugs and misled by ISPs that simply cannot deliver on their advertised speed claims," said Jon James, executive director of broadband at Virgin Media.
Andrew Ferguson, editor of broadband website ThinkBroadband, said using average speeds could encourage mediocrity.
"Providers who now go all out to get the best speeds could give up and make do with the average," he said.
He added that there was "no such thing as an average" because the speed of a connection depends on so many factors, including home wiring, the applications being used and where in the UK people live.
I found that statement very interesting as ofcom have done something about it and have taken action. The whole statement is talking about how people go for these great offers but dont act on them as soon as they go wrong, for the internet speed for example, internet providers say they can give up to 20Mbps but really they are only providing about 12Mbps which is not right.
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