Advanced portfolio- Chocolate bar adverts-textual analysis and research

1.       with the music, and this is the focal point of the advertisement so music seems like an important feature within the advert, Sound however isn’t used that much within the advert just the digetic sound of the little girl making noises with the balloon for humour purposes and to just change the advert up a bit but other than that it isn’t used which could be in order to keep people guessing as to what the product is and to keep them entertained. Another feature is repetition as viewers want to watch this advert over and over again and because of the humour element to it which is good for Cadbury’s as it allows the advertisement to be spread to a wider audience which is what its suppose to do.

2.       It’s hard to describe what kind of advertisement this is, as it doesn’t fit clearly into a category due to how controversial it is, I would however class it as a demonstrative advert as to me it represents that the children have eaten the chocolate and this is the effect in which it’s had on them, which is also symbolic to the fact that their slogan pop’s up at the end of the advert and it is “A glass half full of joy” which also links to their logo which is half a glass of milk, and links therefore represents the light hearted humour in the advertisement.

3.       The target audience for the product itself is everyone as everyone eats plain dairy milk chocolate however the target audience for the advert seems to be children because of the humour element to it.

4.       The image that is constructed for the product is that if you use it (eat it) you will then experience the same thing that happened to these actors. Although it’s highly unlikely that, that is what would happen if you ate it, that’s what the advert is trying to portray. From the use of close ups we can see that their eyebrows are uncontrollable and this is what creates the humour. We see a range of medium shots that show the audience the girls costume which is purple and white and grey which represent the Cadbury logo, so we can see that the advert has little areas of symbolism

5.       Social groups represented within the advert are children as they are portrayed within the advert due to the use of child actors, and that they are working-middle class as they are wearing smart clothes and address are having a professional photograph taken.

6.       The mode of address used within the advertisement is informal due to the humour of it all, because of how unserious it is, it can only be classed as informal no matter what the children are wearing.

1.       Features within the advert are Dramatic action, speech, music and sound and this is used in a way to try and attract all generation’s attention. The song featured within the advert is ABC by the Jackson 5 which is used to attract the older generation due to their familiarity with the song when it was release back in the 70’s however what’s actually happening on screen attract the younger generation as its dramatic, as it’s a man on skateboard ramps skating through loads of green balloons that represent the bubbles so therefore shows elements of fun and youth.

2.       The type of TV advert in which it is, is to me symbolic as it we know it Areo chocolate before its shown on screen due to the green balloons symbolising the green bubbles within the chocolate itself. Additionally it’s also demonstration as we feel that if we eat an Areo chocolate we will be able to do all the things in which the actors do so in this sense being extremely athletic and be able to do all the skateboard tricks presented on screen.

3.       The target audience for the product based on the advert, are the more athletic generation who are into street sport, as it shows relevance to them through the use of familiar sport, meaning it draws them to the product because what going on in the advert interests them. Boys in particular as shown through the actor it’s a male whom features rather than female. And additionally steers towards teenagers as they are the ones more likely to be participating in such extreme sport.

4.       The image that is constructed for the product is that it will in the long term enhance you if you go into detail as, if this chocolate enables you to participate in such an extreme sport it will make you look cooler to everyone else. However from the outset the advert doesn’t really enhance you in any way it just plays on its slogan “feel the bubbles” and the fact the skateboarder is “feeling” the bubbles as he skates through them.

5.       The social groups represented are the younger active generation whom are working-lower class as we don’t class this type of sport with higher classes as we would imagine them taking part in other sport such as Polo.

6.       The mode of address is casual, as it seems like an informal unstructured advert due to the product that it is advertising, we would expect a chocolate advert to have a formal mode of address but also, because it seems like it’s main aim is for teenagers who wouldn’t take an advert too seriously anyway.

1.       The features in which the advert contain are music &sound and speech, as it features a middle aged women speaking about eating  Galaxy chocolate and how she fits it into her schedule, accompanied by a soothing and relaxing backing track. By doing this it relaxes the audience and makes them listen to what she actually has to say about the chocolate with the soothing voice over.

2.       The type of TV advert in which it is, is Testimonial as the women is talking about how much she likes the chocolate and that it is all she needs so she would have needed to try product before hand before speaking about how much she adores the product therefore its testimonial as she has used the product before and is speaking about her experiences with the Galaxy chocolate.

3.       The target audience for the product, from the advert we gather is middle aged women as its shown as being quite a luxurious product , by the actress herself being middle aged and dressed in a classy manner, but also from the backing music as its soft and relaxing and the voice over which sounds more intellectual and posh.

4.       The image constructed for the product is a calm one and it could be to help you relax and wind down after hard day at work. From the use of digetic sound the soundtrack helps create a luxurious settles atmosphere which is also back up by Mise-en-scene and the actress’s costume.  From the range of close ups to long shots it allows the audience to see her face when eating the chocolate and her body spread out on the chair which gives us the impression that this chocolate is or the older generation when they just want to indulge and treat themselves.

 5.       The social groups represented within the advert are middle-aged, middle-class women, as due to the tone of the advert it wouldn’t represent children or teenagers and because of how the woman acts towards the chocolate it wouldn’t really represent males either.

6.       The tone of address seems formal due to the whole setting and the way the voice over is speaking to the audience it’s not pushy or blatantly persuasive, it gives subtle hints to as why you should be purchasing the product, if you want to live in luxury like the actress.

1.       Features in which the Snicker advert contains are dramatic action and also repetition. As the whole action of MR T from the A team crashing through the gates in an Army Tank to get to this football player seems over dramatic which is where humour is created within the ad. Also because the ad is short and snappy it shows elements of repetition as it can be watched over and over and you learn something new every time you watch it with hidden symbols.

2.       The type of advertisement in which it is, is Famous Faces as we can see it features the famous Mr T who will be remembered by his distinct persona on the 80’s drama “The A Team”. By doing this it makes the advert relate to more people possibly the diehard fans of the old drama and people from the same era. And by using the celebrity within the advert, the company doesn’t have to think so hard about what their adverts going to be about because they already have the main focal point to the advert which is going to be gaining the audience’s attention.

3.       The target audience for the product in particular from the advert are young-middle aged men as we can see that is the age group of the actors playing football, and because of the whole “macho man” theme of not acting like a women or younger than they are in such words.

4.       The image constructed for the product is that if you use it, it will make your more brave and strong. We see this from the whole meaning of the advert, as the slogan is “get some nuts” and this links in with the ad as the man has been injured on the football pitch and is acting like a baby. It also is a mind teaser as its gets some nuts, which has a double meaning and links in with the chocolate itself. 

5.       Social groups represented within the advert are ain –young-middle aged men of working-lower class who play sporting activities, and need to “man up” when playing, instead of cheating or acting up as we can see this is portrayed within the ad.

6.        The mode of address used is a very casual, informal mode of address as the advert is very funny and this is what attracts people’s attention, it’s not serious in the slightest and this is why I would say it’s particularly casual.

1.    The features in which this advert contains are Music & sound, and demonstrative Action. Music is used by there being a popular song playing to gain the audience attention as it was in the charts at that current time. Sound is used to put empathises on the demonstrative action of the chocolate egg being un-rapped to show how it works and what you will expect if you were to purchase  this item of confectionary.

2.      The advert in which this is, is a demonstration advert as it demonstrates how the chocolate would work/ how you would use it by the use of actually showing on screen without anyone talking it through as its a fairly obvious process.

3.      The target audience for this product are children of any gender as the theme to the chocolate is childish, and we can see from the use of medium shots within the advert that the little boy’s mother is accompanying him using the product rather than him being old enough to do it himself. Also we see a toy come out of the chocolate so we see the product is aimed at children and is suppose to persuade them and entice them to buy the product due to its added product.

4.      We presume from the advert that the product is supposed to make you have more fun and therefore happy as we can see from the range of close up’s upon the child’s face. And we could possibly say that the product enforces traditional values meaning, the child is spending quality time with his mother which we can see from medium shots, rather than spending it doing his own thing on video games etc, which today’s society tend to do.

5.      The social groups represented within the advert are the older and younger generation as it targets mothers to actually buy this product for their child but also children eating/playing with this product, so it tries to entice both potential customers and consumer.

6.      The mode of address is informal as we can see from Mise-en-scene costume that they’re wear fairly casual clothes and just relaxing which the chocolate egg.

G324 Advanced portfolio/ G325 Critical Perspectives- ASA research

1)      The ASA are the UK's independent regulator of advertising across all media, including marketing on websites. They work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.

2)      Every week the ASA send out clear signals about what is and what is not acceptable in advertising actross a wide range of sectors.

3)      The ASA’s mission  is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society.  Their aims to fulfilling their mission and achieving our vision are:

A customer focused organisation

• Helpful and accessible
• Independent of all pressures
• Accountable for our performance

A best practice regulator

• Fair, thorough and timely
• Consistent and proportionate
• Reliable and ethical

An excellent team

• Alert and aware
• Responsible and cooperative
• Learning and growing professionally

4)      The ASA is funded by two advertisers which are;

• 0.1% on display advertising expenditure and airtime and;
• 0.2% of the Royal Mail's Mailsort contract.

They receive no Government funding and therefore our work is free the tax payer. 

These levies are collected by two separate bodies, the Advertising Standards Board of Finance (Asbof) and the Broadcast Advertising Standards Board of Finance (Basbof).

5)   The key principles of the advertising codes are that agencies and media owners must follow. Consumer protection and social responsibility are at the heart of the Codes, which require that advertising must not mislead, harm or offend.

The Codes also contain specific rules that cover areas such as advertising to children, alcohol and gambling, the environment and financial products.

6)   Pre- clearance is there to insure that Advertising Codes require that all claims must be substantiated before being published or aired. Broadcast Advertising- The vast majority of TV and radio ads are pre-cleared before they are broadcast. Non-broadcast Advertising -There are many millions of non-broadcast ads published every year in the UK, so it would be impossible to pre-clear every one of them. For example there are more than 30 million press advertisements and 100 million pieces of direct marketing every year.

7)      ASA usually will The total number of complaints received in 2010 was 25,214. Of those, 96% were from members of the public and 4% from the industry. The complaints focused on 13,074 adverts. Both figures are slightly down on last year. However ASA will follow up complains on adverts and remove accordingly, they wont just remove based on how many complaints there are.

8)      I think the main factor that makes adverts more controversial is the need to stand out from the rests, advertising companies may feel pressure to make their advert different and unique creating a strong brand image such as Compare the Market, with their Meer cat image. And this is where their problems come from, when they take adverts one step to far in order to stand out from the crowd, and people will then start to complain as they may find advertisements offensive in some way.

•       Paddy Power - 1,313 complaints-I feel that the ASA made the right judgement here to not up hold the complaint, as I see the advertisement was risky however realistically I don’t feel that the advertisement could have as big of impact on people lives people were making out. “Encouraging animal cruelty” is a bit farfetched.
•        Marie Stopes - 1,088 complaints- i agree with ASA’s decision to not uphold the advert, as I feel that the message it gives out is not necessarily a bad thing, abortion may have to be the option for many people, and it’s not even advertising abortion its advertising an advice service, which you would contact if you were ever in that situation, additionally anyone whom was pregnant and seen an advert and was then persuaded to have an abortion must be very open to persuasion even though that’s not what the advert was advertising. Department of Energy and Climate Change - 939 complaints –I agree with ASA’s decision to uphold adverts in some parts as the advert seems a bit over the top, and can make the situation seem worse than it is, especially for the younger naive generation.
•    maritalaffair.co.uk - 420 complaints-I agree with ASA’s decision to not uphold the complaints as I feel there is no way that a man with a naked torso with a bra draped over his shoulder could infer that he extra martial affairs are acceptable, who even says this man is married? He could be single therefore free to do what he likes. I feel people were reading too much into this billboard.
•   John Lewis - 316 complaints- I agree with ASA to not uphold complaints although I can see why people complain, I suspect it hard to see, especially for animal lovers, it’s quite insensitive.
•     Oven Pride - 273 complaints- I agree with ASA’s decision to not uphold the complaints as I don’t feel they meant the stereotypes to be taken by the audience in such a negative way, it seemed all in good humour so I don’t feel as if the advert needed to be removed at all, it’s just the audience being negative about the situation.
•      Irn-Bru - 204 complaints- I again agree with ASA’s decision to not up hold the complaints as its just an insensitive advertisement and should be taken as far as being complained about.
•       Cardell Media - 185 complaint- I agree with ASA’s decision to uphold complains as it seems unprofessional to have a page of your magazine ripped out and have it replaced with a post-it note, this advertisement needs to be addressed in another not so “over the top” approach.
•  Marmite - 154 complaints- Here I feel that ASA should have upheld the complains as it may bring down the political parties reputation, to be re-done as a marmite advertisement may make the political parties seem somewhat unprofessional/ a joke, to allow it to happen.
•  Durex - 151 complaints-I agree with ASA’s decision to not uphold complaints as the condoms were not advertised in an inappropriate way, it is a product and needs to be promoted in order for people to know it exists, as long as the advertisement is shown at the appropriate time there is no problem with it.

Advanced Portfolio -TV adverts- textual analysis and research

Freederm

1)      Features in which this advert contains are, Real Time, Music and sound and repetition. I feel the younger kind of up-beat music is used within the advertisement to try and attract the younger audience which is what they want as it is this age group in which their product range is based at.

2)      This type of advert is a testimonial advert, where someone actually uses the product (spot cream) and is satisfied with the product so they then are recommending it to the audience. You could also say it is a famous faces kind of advert as I recognise someone for being in a reality TV show.

3)      The target audience for the product are teenagers as there as they are acting within the advert so we can engage with the fact it’s meant for people our age. And is for both genders as both genders are featured within the advert so we know it’s not just for female or male it’s for everyone.

4)      The product is suppose to make you more attractive, as it’s to improve your appearance (get rid of spots) so therefore improve your confidence with cleaner fresher skin. Additionally the product may make you seem like you would get more friends, through the use of long shots on actors all in the same scene hugging and smiling. Actors within the advert are quite attractive young people and this is shown through the use of close ups on their faces, which makes up feel if we have this product we will look like how they do. And there is use of both digetic and non-digetic sound, to make it seem more realistic and simple towards the audience.

5)      Social groups that represented are young teenagers of all genders which are portrayed through actors and the way in which they speak with each other.

        6)  The tone of address used within the advert is a casual informal advert which isn’t too serious or     funny, this may be used as it’s a testimonial advert so can’t be funny or serious as the audience won’t know how to take it, either thinking it’s a joke or intimidated.

Powerade

1)      The features that the advert contain are Dramatic action, speech and music and sound, which is used to create an over the top attractive advert, and it used to create a manly image with the strong man’s voice and his dramatic will of “out running a train”

2)      This type of TV advert is a testimonial advert as it shows you what you can do once you have used the product/ demonstrating its strengths, which is as we can see the ability to outrun a train once you have drank this sports drink/

3)      The target audience for the product young-middle aged males whom are sport contenders because it’s a male who is the actor demonstrating the product and its aimed at sports contenders as it’s a sports drink.

4)      The image constructed for the product, is that if you drink it you will then become athletically stronger and be able to perform better in sport as we can see from how fast he is running once he has drank the product. From long shots we can identify that the male actor is physically fit which could be due to the product in which he is advertising, and gives away the impression that you would perform better if you used the product than if you didn’t.

5)      Social groups represented within the advert are young-middle aged, middle class males, as we can see that the actor fits into this branding so you assume that the product is aimed at people just like him.

6)      Mode of address used within this advertisement is formal as it seems like quite a serious advert from the tone of language used in the speech and the music, it makes it seem as if it isn’t any kind of joke and that they are serious that if you use the product this is what could happen.

Special K- kelloggs

1)      The features in which the advert are music &s sound, speech and symbolism. We can see that music and sound are used to great effect as, as soon as the advert comes on a well known classic comes on which draws us into it, and is specifically targeted at women which is who the product is for. Symbolism within the advert is the shown red which are featured on all of the women, which refer back to the product, which could mean that special K cereal is with them in their everyday lifes.

2)      We can see that again the type of TV advert in which this is, is a testimonial advert as we can see that the women have tried eating special K cereal and have succeeded as they can now fit back into their jeans that wouldn’t have fitted them if they hadn’t have eaten the slimming product.

3)      As we can see the target audience are middle aged women who are dieting or weight conscious, we can see this because all the women actresses in the advert are around the same age and that they have all gotten down to different sizes.

4)      The image constructed for the product is that if it is used, you will ultimately look better assuming that you lose weight and can eventually fit into those Jeans that you’ve wanted to fit back into or buy smaller sized Jeans.

As we can see from the various ranges of camera angles; from extreme close ups to close ups on the Jeans we see that this has something to do with the product in which they are selling.

5)      The social groups represented within the TV advert are middle-aged young women whom care about their appearance and like to make the effort to look good which makes us think of the middle-higher class.

6)      The mode of address used within the advert is informal, as we can see from the mise-en-scene that they are dressed in casual costume and they way they are speaking to the audience is calm and laid-back.

Compare the Market

1)      Features in which the advert contains are; Speech, Dramatic action & music and sound to keep the audience interested as this company is known for its interesting adverts and trademark “Meer cats”. By using dramatic action it gages the audience into what product they are offering, they may have adopted this theme as the product in which they are selling is hard to advertise and boring at that.

2)      The type of advertisement in which this is, is a spokes person/ sales pitch kind, as the actor is telling you a story and then describing how you can access the website.

3)      The target audience for this advert is everybody, as it’s a friendly humour advert and everybody likes it, however narrowed down to the product not really everyone can use the product, as its for cheap car insurance however when people do come to wanting to insure their cars I am sure this image will stick in their heads.

4)      Their isn’t really an image constructed for the product, however the product/ service has  become very popular due to its branding, making everyone want to use its service.

5)      Again their isn’t really any social groups represented as the advert is for everyone, but it does scream at the working class, as its for cheaper car insurance and it make them seem a bit foolish as the message is that people keep going on “compare the Meer cat” instead of “compare the market”, which is stereotypically what the less educated people in society would do.

6)      The mode of address within the advert is very in formal as it’s very humorous and doesn’t have a serious tone to it at all, this could be due to the fact that the product is for everyone so they’re just trying to attract people’s attention and become better known.

Injury lawyers

1)      Features in which this advert contains are; dramatic action in which we can see from the dark light which creates a dark atmosphere. Real time as it demands the viewers attention and lastly symbolism which is portrayed through the lighting and the not wanting to be “left in the dark”

2)      The type of advert in which this is, is a Famous faces advert, as we can see the main and only actor used to be in Coronation street, Holby city and Eastenders, and by using this actor its suppose to appeal to the audience more and make them therefore want it more. It’s also a Spokes person type of advert because the actor is talking directly to the audience convincing you to buy the product.

3)      The target audience for the product is injured people, so therefore the whole of the working population. We can also see that the actor is sympathising and taking them serious with their serious and formal tone in which he is speaking to them with.

4)      The image that is constructed for the product is a professional one, as we can see from the Mise-en-scene that the actor is there in his black suit. And that the service could potentially help you get back what you deserve “ go from the dark into the light” , which is shown with high key and low key lighting, the high key lighting empowers you.

5)      Social groups represented within this advert are middle ages, middle class males, who earn a good living.

6)      The mode of address used within the advert, is formal, to show that it is serious and when it comes to your money (the service in which they are offering) there is no messing about, to show the audience they are professional.

Links- Body Spray

1)      The features in which the advert contain are; Firstly symbolism, which is represented by the angels falling to earth which represents goodness and purity. Speech is also used which is used to empathise the tag line. And music and sound are a big part within the advertisement as the music is fairly classical, and when the angels fall to earth there is the faint “sexy boy” within the music, you could also argue that there are elements of dramatic action within the advert due to the whole theme of angels falling from heaven being the focal point.

2)      The kind of advert in which it is, is an analogy as it’s a metaphor over the whole angel theme. Additional it’s a dramatisation as it’s over dramatic, as women falling from the sky for this guy who’s simply sprayed himself with Links body spray.

3)      The target audience are for males, particularly teenagers, who have smelly issues, or want to heighten their sex appeal.

4)      The image constructed for the product is that; if you use it, it enhances you, in this case makes you more attractive therefore allowing you to get more girls. We can see from the use of camera shots upon the angel, that close ups are used frequently to show that they are sniffing and smelling the fragrance which the man is wearing which gives away what product is being advertised. We can also see from the medium long & long shots that the angels are smashing their halos on the floor to signify that they are losing their innocence over, this man and the way in which he smells. From the Mise-en-scene we can see that from their performance of perfection, the angels are stopping people in their tracks, that they symbolise; purity, beauty and goodness this is the kind of women that Links attract the best of the best women.

5)      Social groups in which this product attracts are young working class males. Although I feel that the product is aimed at teenagers it harder to represent this within the advert as it may feel that they are over sexualising young teens.

6)      The mode of addressed used is very informal, even though it features angels who is typically above “class” and would then be very formal, its whole theme is very humorous and un-realistic which sets it as informal.