Banned Adverts

ASA- Advertising Standards Authority

The ASA is a regulatory body that ban any sort of advertisement that they think is inappropriate or offensive. People of the public who view an advert and think that it is offensive to them then they can make a complaint to this company who will then review the advert and make a judgement to ban the advert or not. They have different codes so that if there is a complaint then they can look at the list to see if any are being breached. If so then they have to state which ones are being broken and have to say what the ad is showing, what the response was, what the issue was, the action taken and then the outcome. The ASA take peoples complaints very seriously and will go through a lot of measures to make sure that the advert is taken down. If the advert is taken down the company that was advertising will have to make an apology to the person who complained. If it wasn't a lot of people then they will send them a direct message apologising but if it was a huge amount of people then they will write in an article or magazine to apologise to the people that were offended. They make sure that the people who are working for them are changing all the time and are from different backgrounds as they understand that attitudes change who judge to see if the advert should be removed.

In August this year there were 3 complaints about the Health Lottery. This was a facebook advert which stated “You know what they say five chances to win is better than one, that’s why we run five weekly draws! What’s more, each draw has a jackpot of up to £100- that means that there is a potential half a million pounds up for grabs week in week out! … Up to £500K can be won every week That’s 5 draws per week each with up to £100K jackpot Tuesday, Wednesday, Thursday, Friday & Saturday … Still only £1 That’s half the price of Lotto! Play Now #Everybody Wins”. This advert was seen as misleading because the jackpot was usually a lot lower than £100,000 and they thought that is was misleading to the public to believe that you can win up to £100k and £500 when it is significantly lower then this.

The health lottery said that they have been using the phrase 'up to' since 2011 and they said that they are not misleading them because it is true because the lottery is on 5 days a week and you can win up to £100k a time therefore you can win up to £500k. They also said that it is a realistic expectation. Although since the Health lottery started there has not been a single person that has won £500k.

The ASA said that the advert suggested that the public would have a realistic chance to win up £500k, and that the £100k was regularly awarded.

They acknowledged that it said 'up to' so it was clear that they were not guaranteed to win that much money. However, because there are not many cases where people have won this much they decided that the advert was misleading.

This breaches the code 3.1 which states that the advert is misleading. The code 3.7 which states that they need evidence that proves that they have a realistic chance of winning the jackpot. Lastly, the 3.9 code which says that there must state limitations and qualifications.

This advert was trying to say that they should join the health lottery because they have a chance to win a huge amount of money, they showed this advert on Facebook to show that everyone is going to win if they play the Lottery.

Another advert which was banned was on the website Drones direct for a goggles headset which featured text that stated "only £4.99.00 save 12%. The issue with this is that the price quoted was the recommended retail price, challenged whether the savings claim was misleading. The company didn't respond to any of the questions The assessment states that the 1.7 code had been breached because the company failed to answer the enquiries. The asa said that the text states that that is the price before the discount and not already the discounted price. They said that it is not clear what they are stating and therefore had to be removed. Because they didn't respond there is no evidence to defend their advert.

The advert breached the code 3.1 because of how the numbers were misleading, 3.17 because the prices are not relating to what they are saying. Lastly, the 3.40 code because the price is giving the company an advantage as it will make the company get more customers. Th action taken was that it was removed and told the company to make sure that there prices are genuine.

Another advertisement that was banned was a BOCA advert which was in the Times newspaper. The image was a women who didn't have a lot of clothing on. The issue with this is that the advert objectified women. Which made the advert offensive leading to 2 complaints. The response to this is that the model was not naked, and they believed that the product was suitable to their product. Also, they said that their target audience was women and not men, and was there for elegance rather than being a sexual object. The model was presented in a relaxed pose because their product is an overnight treatment, so the model was showing that in the image. They also argued that the women was covered mostly by the chair making only her legs visible. The ASA however said the lower parts of her breasts, stomach and bare legs were on show. They considered that the model was naked even though she was covered by the chair, meaning that she was sexually provocative, making women offended to be presented in this way. Her face was not on show causing the attention to shift to other parts of her body. They believed that the model had no relevance to the product. The advert breached the 4.1 code which is causing offence because of lots of reasons but in this case it was sexual. The advert was then banned and the company now have to make sure that they are not objectifying women.

There was also a FHM advert banned because it was offensive. The advert was sexually suggestive as it was a woman performing a sexual act the magazine FHM was also aimed for men. The advert was banned by watchdog. The ASA said that the advert was "likely to cause serious or widespread offence" which meant that the magazine could not use it again. They also said that even though the advert was aimed at the older generation it was still offence to some viewers. As a result of breaching the 4.1 code which is having sexual advertisements that some will find offensive. Therefore, the advert was removed from the magazine.

History and Contemporary analysis

Throughout the years of advertising it has changed significantly but also has some aspects that have stayed the same. I have looked at different adverts since the beginning of the 20th century till this present day.

This is an advert from the beginning of the 1900's, showing a lady with no clothes on and is posing in an unnatural position. From looking at the image alone you wouldn't be able to tell what they are advertising, but the purpose of this revealing image is to get people interested and want to find out what they are selling. The slogan is big, with the words "bath-fresh" underlined to make it stand out. After reading the details and looking at the drawings it is clear that they are advertising women's deodorant. Women are going to be persuaded to buy this product because of the big image of the naked woman, making women think that if they use that deodorant then they will be like that.

A recent advert that this is similar to the advert above is the secret obsession perfume by calvin klein. This shows a naked woman, posing in an unnatural way. This is again not advertising the product itself and without an image of the product you are not able to tell what the company is advertising. However, because they have used a slim and "sexy" body it makes women more likely to buy the perfume as they think that they will look like the lady in the advert. This is very similar to the 1900 advert as they are both showing women posing naked, but the image itself has no relevance to the product that they are trying to advertise.

Another advert that I came across was one from the 1950s which shows a man holding a hammer looking as if he was doing work. There is a lady behind him pouring him a drink. This adverts shows that men are the ones who have to do the work an the women are there to serve for the men. As shown in this advert the women is the one who is attending the males needs and was seen to be the norm in this time.

There is also a more up-to-date advert which shows a man drinking beer with the slogan, champion men deserve champion beer. This is similar to the other advert as it is showing the males having the drink and suggests that only beer is for men. Alcohol adverts have changed slightly as they don't stereotype women as much, however they still do suggest things like in this instance that beer is for men. It isn't as obvious as it was then but there are still aspects that have remained the same.

Wine advert

Initial ideas- We were set the task to advertise a rose wine for Jacobs Creeks

We came up with lots of different ideas that we could do and included some details like camera shots and props that we could use. We then decided on one of the ideas that we thought would have the best outcome.

Our final idea

We then decided to go with the idea of pouring the bottle of wine into a glass with the logo on show to advertise the name. We will have it in slow motion as we think that it is most effective and will make the drink more appealing.

We are going to have a plain background so that the focus is more on the product and to make it more calming. Then to have the bottle of wine with the logo clearly on show and pouring the wine into a glass slowed down a bit. With the logo slowly being shown at the end. This is a basic but effective video as it will interest the audience without giving the wrong impression and breaching the asa codes. We are going to have the name of the brand at the end of the advert so that audience clearly remembers the name of the brand and that specific wine so they are more likely to purchase it. We did a questionnaire to see what will interest the public most when watching an advert, we will then look at the results and consider them when creating our own advert. We also did secondary research to see what other wine adverts are like so that we could get inspiration.

Proposal

Titles- Jacob Creeks Rose

crew names- Grace, Harry and Jade

Summary of idea- Our final idea is that we are going to have someone pouring the wine into a bottle of wine, and it is going to be n slow motion. The brand name will be on show to advertise that specific wine.

Locations/props- we will need a wine bottle and a drink to put into the bottle that looks like that specific wine

schedule- 12th January

summary of research- We put all our ideas on a piece of paper and looked at the details that it would include like music. We then did research on the ASA codes that we had to make sure that we didn't breach.

target audience- 18+ year olds and adults that are wine collectors or that are interested in the different types of wine

links to ASA codes-

Codes

We also did research on some of the ASA codes that we had to follow so that our advert isn't banned. Some of the codes that could effect our advert is the codes: 18.0-18.17 and 19.1- 19.18. https://www.asa.org.uk/type/broadcast/code_section/19.html and https://www.asa.org.uk/type/non_broadcast/code_section/18.html are the pages that have all the codes.

Alcohol advertisements must not feature in a significant role anyone who is, or seems to be, under 25 and must not feature children.

This is one of the codes that we are not going to be able to follow because no one in our group is over the age of 25. Luckily there are no images of people in our advert, and it will only include someone who is pouring the wine into the glass and will not show their face.

This is the only code that we are not able to follow, but our video fits in with the other guidelines. By looking at these codes I saw the different codes that I had to follow to make sure that my advert doesn't get banned.

Analysis of current and historical adverts

We watched this advert which inspired us to use this idea in our own video. We thought that it was effective because it was in slow motion and we thought that it would be interesting to include this aspect in our own video. There is music in the background that is effective for this specific advert but in our own advert we are going to include more calming background music. We will make the advert more interesting then this as we are going to have the bottle in show as well so the audience knows what specific wine we are advertising. We will not have the camera as zoomed in on our own advert to make it look more professional. We are also going to have the name of the brand at the end of the advert with a voice over saying the brands name.

This isn't an actual advert because it isn't promoting any specific product, but we still found this very useful for our own advert.

ASA codes: it isn't showing anyone under the age of 18, it isn't suggesting that alcohol is needed to have a good time, it isn't encouraging anyone to drink either. because it is such a basic and simple idea it is easy to make sure that none of these rules are breached.

We then looked at another advert which is quite similar to the other one as it is also quite basic and simple yet very effective. We liked the music the most in this advert because when you have such a simple advert it could be boring which is why it is important to have interesting music so that it makes the advert seem a lot better. We liked the different angles they used and the different colours but we realised that with the skills and equipment that we have we wouldn't be able to make it look as good and professional. It also doesn't breach any of the ASA codes because of the same reasons as the other advert.

An 80s advert that we found showed a bottle of drink and a glass next to it. We liked this idea and was thinking of incorporating some of these features into our own advert. It made sure that the bottle was the main focus of the advert. It did have people sitting in the background on a boat suggesting they were on holiday which is a good advertising technique as it makes people think they should drink that drink so they think that they are somewhere else. It is still not breaching any of the ASA codes as it isn't specifically saying that you need to have the drink to have a good time. It also isn't showing anyone under the age of 18 and shows the people holding the drinks calm and incontrol and is not showing anyone being irresponsible.

There was then a more current advert that was quite similar which shows again the bottle of alcohol being the main focus of the advert and also have a holiday background which again making people want to drink that drink. It isn't suggesting that you need to have the drink but it still makes people want to have that drink because of where they placed the bottle. We then made sure that we did a similar idea as this was the most effective which is why we decided to have just the bottle of drink in the view and then have a blurred out background to keep the focus on the drink.

After doing this research on different adverts we decided to incorporate different parts of the different adverts that would be the most realistic to be able to recreate for our own.

Story Board

Risk Assessment

Test shots

We did some test shots to find out what background we want and to see what it would look like so that we could see how we needed to improve. We used a green screen but then we realised that because the glass is transparent then when we changed the background colour we couldn't see the glass. We also didn't like the angle of the shot so we decided that in the real video we would do it closer up. We liked how the wine was poured into the glass and it was a good speed, but we wanted it to be closer so that we can see more of the wine.

Final adverts

Evaluation

These are our final adverts, we have included a 15 second video and a poster to advertise the product. The poster is very basic but effective as you can see the name of the brand and the drink that we are trying to persuade people to purchase. We liked that the background is blurry so that the focus is on the bottle of wine.

When creating the video we wanted to make sure that it was a basic video but the audience know clearly what we were advertising. We faded in the logo at the beginning and at the end so that it stays in the audiences mind. We then had someone pouring the drink into the glass and made sure that it was closer then our test shots. We then edited it on premiere pro and we slowed down the part where the wine was being poured into the glass to make it more effective. When we did the analysis of current adverts we saw a video that did a similar video to ours, as they used slow motion. However, ours didn't turn out as good and professional as theres as they had better equipment, and they had white balance which we didn't use in ours which would have made the overall quality if the video not very good.

We didn't break any of the ASA codes in our adverts because we were not suggesting that alcohol was needed to have a good time and we didn't encourage people to drink. We needed to have someone pouring in the drink but we made sure that we didn't show there body and face. Overall I think that the video is a good advertisement for that brand and product, I do think that the lighting better to make it look more professional. I like the poster as it is also clearly promoting the product and the focus is all on the bottle. We definitely followed all the rules and guidelines which makes our advertisements suitable to be seen.