ASA – Advertising Standards Authority –
This is the UK’a biggest independent advertising regulator. They basically make sure to not make ads air that can cause harm, abuse, misleading or offensive. They also take in complaints and constantly monitor adverts to make sure they are applicable.
I will be researching the brand and target audience for that brand in this task.
My brand is called Quorn, was founded in 1985 and is an alternative for meat. So, people who would want to use this are either vegetarian, vegan or just trying to cut down on meat by using Quorn. Their target audience is for anyone who is one of those three things I just listed.
NRS Social Grades – There 6 basic grades to have, here they are;
A – Higher managerial, administrative and professional
B – Intermediate Managerial, administrative and professional
C1 – Supervisory, clerical and junior managerial, administrative and professional
C2 – Skilled manual workers
D – Semi-skilled and unskilled manual workers
E – State pensioners, casual and lowest grade workers, unemployed with state benefits only.
The interview the NRS include are detailed questionnaires about the occupation of the CIE to make sure they know what social grade you are. There are classifications systems available which are used instead of Social Grades. They include;
The Government Grading of Social Class
ACORN
MOSAIC
Financial ACORN
Financial Mosaic
QUORN
For the TV commercial I have thought about doing a shot of the calendar saying “Free Meat Monday” and then it panning to someone about to eat their tea and it has meat in it. So then someone will run through the door, then shout “NO!” and then throw the food off their plate and give them a new plate with Quorn on it. Then I will walk in and talk about giving up Monday’s to eat no meat.
3 adverts I chose.
Viral Advert – https://www.youtube.com/watch?v=NNJKWVmK-GM
This advert was for he 2018 Superbowl and it was made by Australia. The advert starts out as a film trailer then goes onto just be an ad for a travel guide for Australia. I think it’s very clever and humouress.
Narrative – Most of the ad is narrated like a film trailer, the man talking about special events in the film, while you have dialogue of the two main characters having fun in Australia.
Style – The style employs that it is a clear comedy advert that is also a parody too, since the start goes off like a bad movie trailer then cuts to them just really doing activities in Australia.
The technical features of the advert are pretty decent, they’re not anything new or special but good for what it is. You have the average film black screen with text, cool music, the voiceover guy who has a nice voice, etc.
I believe the advert uses CGI, when they were near some sort of Australian animal which I think is a CGI animal. They just used this for comedic effect.
The adverts message tries to be both obvious and hidden, if the person isn’t very interested then they’ll think it’s some average movie then does a twist, but if you’re looking into it you can obviously tell it’s a bad film on purpose to for the twist.
The advert does not have any emotional feelings within it.
The advert does use celebrity endorsement, the biggest face of Australia, Chris Hemsworth. They have him in the advert for three reasons, one is because he’s an actor, and people will think this is a trailer, two is when the twist is revealed and shows it’s just asking to visit the place, it makes sense to have him since he’s basically the most popular person there, and three, they use his face to boost up the viewers and get more people involved.
The adverts characteristics are that it is funny, quirky, smart, ironic, or even cringe.
The advert’s target audience for mainly for families of all ages to visit them or just adults in general, but anyone can watch the advert since it’s PG.
My second advert is a TV advert/commercial : https://www.youtube.com/watch?v=4qo27xcVS5I
The narrative of the advert is to show that they sell gifts that everyone will love, the advert hints of the dog wanted to really bounce on the trampoline when he sees the other animals are doing so. So, when the kid sees the trampoline and sees the dog run into it first, it just shows that anyone can like their products. The ad in’t so much based on reality because it’s a bunch of animals having fun jumping on a trampoline.
The style it employs is drama with a hint of happiness and emotion.
The technical side is actually very good on this, from the good sounds, well fitting music, and obviously good editing.
This advert does use CGI, very good ones actually. The foxes and skunk in the advert are CGI and look amazing. They used this because they wanted animals in their advert, and it is a bit hard to get real animals jump on a trampoline, so they animate it and because it’s so realistic it makes people feel with it.
There is some hidden meanings, maybe they have products hidden in the scenes of the living room, but people may think that the ad was just to sell the trampoline. And then the other one is the main reason why they do these adverts, it’s to make people familiar with their company, to know when they think about or enter their store that they are heart-warmed and happy. This also counts as an emotional response from the viewer, to make them happy and warm during Christmas.
The advert does not have any celebrity endorsement.
The advert’s characteristics are happy, emotional, warm, funny.
The target audience is for anyone, anyone can watch it. They would want parents to go to their store and buy gifts too.
My next advert will be a radio advert : https://www.youtube.com/watch?v=xD0e33sv5WU
The narrative of this radio advert is to show that they sell very nice beds for you to get your beauty sleep in, or you will have morning face, in which this implies people will look at you funny and run away. It’s kind of unrealistic but at the same time kind of is since no one is going to truly run away is your face looks tired but they may look at you funny.
The style does employ humour, since people will find it funny people having morning face and running away.
You can’t base this advert off of technical editing apart from the sound editing, which is good. They use good sounds and voices. Which also counts for SFX.
A hidden message could be here, since it’s a radio ad you can’t see what’s going on, which is the point. I think the main reason they did this is because you cannot actually see the persons morning face, so it makes you think of what it could look like and possibly want to buy a bed product from them to prevent this, if they believe that.
This advert doesn’t show any emotional response and no celebrity endorsement.
The products characteristics are that it’s funny and possibly a parody.
The target audience is mainly for adults to buy their products but can be aimed at kids to laugh at.
TV and Film Production 