Five adverts which have had an impact on me:
Lucozade energy Advert 2011
This advert has affected me because this is one of my most favourite songs, I like the way Lucozade have been able to use it in a viral promotion and I just want to watch this over and over again.
Hovis Advert depicting the last 122 years (2008)
This advert was celebrating 122 years of Hovis in 2008 and it shown all the different times of Hovis and how the product has remained the same. I like it because it is like a history lesson in 2 minutes.
Cadburys Eyebrows (2009)
This is one of Cadburys many viral adverts, this advert wnet massive and released a whole new craze across the UK of eyebrow dancing. Cadbury had a website for this where you could learn to do the "eyebrow dance" and there were many remixes of this that went big on YouTube. I like how this advert is totally unrelated to the product that Cadbury is selling but it is very good publicity and for creating a unique advert that really appeals to everybody.
Google Chrome: Dear Sophie
This is a really emotional advert, it goes through a young girls childhood as documented by her Father, her Dad has used Google Chrome to document every step of her life so far. The advert comes across really emotional and leaves an effect with everybody, as well as a good idea for new parents
HTC Sense (2011)
This advert demos the features of HTC Sense. I like how the advert is sketchy, is to the point and there isno technical jargon in the narration of this, anybody can undertsna d the features of this phone platform with this advert.
The two adverts I am going to compare are two that are in my above list; Google Chrome: Dear Sophie and Lucozade enery Advert 2011. I have chosen these two as I would say these two adverts have had the greatest impact on me.
The USP of the Lucozade advert is about there energy drink and how it can energise you to do things. The advert is a viral promotion and I feel it works well, they have three different spins on this promotion; they include a short version for television broadcasts, a long full version for cinemas and a full song cover on YouTube, the YouTube cover is made by singers whom have covered the song and is totally different to the other promotions. Lucozade sent the two singers some Lucozade and exercise machines and asked the artists to make a cover of the song used in the other promotions out of the given resources.
The USP of the Google Chrome advert is how you can do everything online. It shows a man documenting his first childs life through the use of Google's products and services.
The target audience of the Lucozade advert are young people with an active routine. I feel that the advert appeals to them directly through all of the people in the video being very active and you can see a lot of energy isgoing through the cast. All of the people in thevideo are active in some way, people are walking, pedalling vehicles and bikes, rollerskating and running. At the end of the advert you can see the climax of all the energy coming together at the end of the street, the main band member whom has a cast on his arm climbs on to a garage roof to finis bring the song (and the video) to an end. There's also another band member who kisses somebody in the crowd. After this a large logo saying 'YES' appears to the right of the screen where the main band member is standing on the roof. Once everybody is done celebrating there are some shots of the Lucozade advert, a shot where a member of the band is drinking some Lucozade, and another shot on the last few frames where it is a close up from the side of the main band member sitting next to a lucozade, you can see the entire product on the left of the screen and a Lucozade logo on the right of the screen. The video plays a lot on lifestyle and social life, I think that the advert plays on the lifestyle of band members being quirky and famous. You can see this in when the fact that the whole style of the advert is made in a very guerrilla theme with all the band members being on equipment like skateboards and trikes whilst performing their song, even the speakers
The target audience for the Google Chrome advert I feel are internet users because the advert demonstrates very clearly the use of each of Google's products and services. The advert appeals directly to the target audience using a clean style which exists through all of Google's products whilst demonstrating the power behind each tool demonstrated and shows how you can create a difference to your life through using Google. This ties in well with Google's slogan which fills the screen at the end of the video saying "the web is what you make of it".
The Lucozade advert over the years have had many different focuses when it has came to establishing a brand as they have a large market share with there Lucozade energy drink product but over the last few years there have been many new comers toi the energy drink market, such as Powerade and Mountain Dew, so branding is an important thing for Lucozade to use. Something Lucozade have been embracing this year is the use of making music videos in there promotions, you can see this in the promotion that I have been studying as well as in some other promotions for different Lucozade products, an example for Lucozade Sports Lite is also a music video, Louder by DJ Fresh.
The ASA is the Advertising Standards Authority whom regulate the UK advertising industry. They enforce an advertising code which is written by the Commitee of Advertising Practise.
My initial thoughts on the promotion above is that it is a very meaningful advert with a lot of connotations to everything thats seen in the advert.
The denotations in the shot is a man holding a lady down on a raised surface whilst three men stand and watch. The models in the advert are very shiny. I think if we look more in depth in to what the connotations of these meanings are, is that the scene in what the models are doing are pretty irrelevant to what D&G are selling here. The clothes are being sold but this portrays that the actual scene is being sold, the whole advert is very seductive (or could be seen as sexual and violent) and this will be why the male models are wearing baby oil, this makes their skin shiny in the sun and makes them stand out amongst the other bright colours in the advert. I think that D&G have tried to create an artistic, urban look to this advert but the ASA never felt this way about the advert and accused the company of glorifying rape and violence.
The advertisement that I have chosen to case study is the 'NHS: Get Unhooked' advert to promote against smoking. The advert was showing how people can get hooked by smoking and really is an extended metaphor as it is a mental hook, not an actual fishing hook that drags people to a smoking area.
The advertisement drew 774 complaints to the ASA and in 2008 was named the most controversial advert of 2007.
BCAP, ASA & Ofcom study: Advertising relationships.
BCAP (Broadcasting Committee of Advertising Practise) lay out the rules of any television channel which is licensed by Ofcom.
Ofcom taken responsibility from the Independent Television Committee in 2003 and a COmmunications Act was bought to givernment the same year, this ruled that Ofcom were encouraged to contract out some functions under co-regulatory partnerships. This lead to CAP and BCAP governing the rules for advertisers. BCAP are responsible for for writing and maintaining the UK code of broadcasting, CAP are responsible for setting a rulebook for The UK Code of non-broadcasting advertising, sales promotions and direct marketing, the ASA enforce these rules and deal with advertising lead complaints and Ofcom make sure license holders adhere to the broadcasting codes and licensing of broadcasters in the UK.
I have been studying the NHS: Get Unhooked advert and I feel the promotion breached the following BCAP rules:
- 4.1 - Advertisements must contain nothing that could cause physical, mental, moral or social
harm to persons under the age of 18. - 5.1 - Advertisements that are suitable for older children but could distress younger children
must be sensitively scheduled (see Section 32: Scheduling).
A case that found interesting on ASA's Adjudications page is that of Hutchison 3G UK, also as many people know them, as Three, the mobile network operator.
The case involves Three stating that you can not get a better package for £10 than with Three. They made this claim on their website.
"No other network gives you more for £10. More minutes, texts, and internet You get a great value package when you convert £10 of credit into our All in One 10 Add-on. See the table below to find out how we compare to these other high-street operators"The table compared the package that Three offered, compared with what you would recieve from Orange, T-Mobile, O2, Tesco, Asda, Vodafone and Virgin.
The case recieved two complaints challenged whether the statement "No other network gives you more for £10" was misleading because they felt that the provider GiffGaff offered a better £10 package.
Three's response to this is that GiffGaff didn't include Three in GiffGaffs comparative
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