AS2 Task 0 Languages of Advertisng

Languages of Advertising

There many types magazine genres, some are listed below:

Music

Sport

Fashion

News

Computing

Glamour

Food

Teen

Lifestyle

Fitness

Language devices are used to make the reader interested in reading it. Some examples devices are mode of address, reputation, alliteration, rhetorical question.

Colloquial language is used in the magazine cover above where it says "Are you a rinsta or a finsta".  This is slang which is mainly used in conversations and people who speak like this would understand it.


Emotive language is used as well, where it says "Health Scare". This creates emotion among the reader. As it suddenly makes them think about their health.

Mode of adress is used as well, where it says "My life". This is a use of mode of address because she is talking in first person. This is effective as it talks directly to the reader.

Alliteration is used, for example "Best Style & Beauty Hacks" and "Really Reverse". The first example emphasises the 'best' and 'beauty', which are key words that connect to the female target audience of the magazine. 

Rule of Three is used: "NCY, Milan, London". It's emphasising the best fashion capitals of the world.

Rhetorical Questions are used for example, "Sun Damage: Can you really reverse it?" This makes the reader want to continue reading the magazine, to find out the answer.

Monosyllabic:

First, the word "BillBoard" is an example of monosyllabic. Secondly the words "Waka Flocka Flame" is an example of colloquial language as it's slang. 

Alliteration

"Reshaping Radio" is an example of alliteration because both words start with the same letter.

Rhetorical Question:

 There are rhetorical questions on this front cover, which entices the reader to continue reading (and to buy) the magazine.   

AS1 Task 9 Refrencing

Refrencing

This is where I got my information from:

·      “The Media: An Introduction Edited by Adam Briggs and Paul Cobley.” “Chapter 17 Audience research by Ray Kent”. Longman 2002. ISBN 0-582-42346-5

·      “The Media Magazine. The English and Media Centre.” “Analysing Still-image adverts: Reading Lynx by Mark Ramey”. Issue 45 / September 2013. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “How I make things. Garth Jennings on making a TV commercial”.  Issue 39 / February 2012. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “Adjudicating ads. Claire Forbes”.  Issue 23 / February 2008. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “AS Coursework – charity ads. Gavin Luhrs”.  Issue 9 / February 2004. ISSN 1478-8616

·      “The Media Students Book 4^th Edition”, “Chapter 9 Advertising and Branding”: Gill Branston and Roy Stafford: Routledge 2007: ISBN 0-415-37143-0

·      "Specs & Delivery | How to Deliver Commercials to Channel 4". Channel 4: 2001.
<http://www.channel4sales.com/planning_and_buying/ad_specs_and_delivery> (Accessed 24/10/1)

·      “Top 30 Programmes” :  Broadcasters Audience Research Board http://www.barb.co.uk/ www.barb.co.uk/viewing

·      “Top 10 Programmes”  Broadcasters Audience Research Board  http://www.barb.co.uk/ www.barb.co.uk/viewing

·      “How we do what we do”:  Broadcasters Audience Research Board  http://www.barb.co.uk/ www.barb.co.uk/viewing

AS1 Task 8 Sources of Information in Advertising

Sources of Information in Advertising


Television ratings:

BARB is a company that collects information on television ratings. They do this by having a device installed to people's television set across the UK. This helps guesstimate the over all amount of people that watch a particular show.

Programme Profiles:

This is a breakdown of who views a specific program. This is helpful to an advertiser as they can target specific advert to a protocolar programme. For example people who watch football are predominantly men.

Rate Card:

This is a document containing information on the cost of placing an advert at a specific time and channel. This helps the agency by decide when and where to place an advert depending on the cost. For example Coronation Street is expensive to advertise in due to the amount of views.

Information Packs:

This is a document that expresses reasons why ad agencies should advertise on a specific channel. For example Channel 4 has a information pack that shows reasons why agencies should advertise on their channel.

•http://www.channel4sales.com/advertising

This is helpful to agencies in deciding what channel to advertise on.

AS1 Task 7 Audience Information

Audience information

It is useful because it gives them some ideas of what products are being sold and which products are more popular. This makes it easier for the advertisers to promote their new ideas. They do this by splitting different groups of people in the following ways:

• Standard Occupational Classification
• Psychographics
• Geodemographics 
• Age
• Gender

When making an advert TV advertisers need to know which target audiences appeal to certain people for example age gender and race.

BARB

Information about audience are given by companies such as BARB. This provides standard television audience measurement service for broadcasters.  For example BARB would provide information like:

Demographic is where they look look at the age and gender.

Geographic is where they look at the locations where their audiences are based in.

Psychographic is where they look at the attitudes behaved by the their audiece

Sociographic is where they look at the current trends that are popular that lie amongst their audience

The audience measurement panel is useful too and it sees which adverts are controversial. 

AS1 Task 6: Methods of Research

Methods of Research

It is very important to conduct research before planning an advertising campaign. This is because the planning team would need to understand what groups of people are being targeted such as, age and gender. They would also need to know what forms of adverts would positively effect the selected audience whether it is animation, documentary etc.

There are three different types of research:

Audience Research:

This type of research is where the advertising team research and identify what groups of audiences they are targeting. For example adverts would be targeted at specific groups of people at specific times like toys being advertised during a children's Tv show, this is because children would be their target audience. It is important to advertise at the right time where the target audience would be watching.

You would use this type of research when the advertising team wants to know exactly what group of people they are targeting such as children, teenagers, adults and they could be of any gender.

This type of research is useful as it lets the team know who the advert would relate to. For example an iPhone 6s advert would relate to teenagers and adults where as a little girl would like a doll from the film Frozen. The timing of adverts are also taken into account, for example a Dominos pizza advert would play at around 4:00 PM, this is because people are just getting home and they are thinking of what they want to eat.

Marketing Research:

This type of research is where the team looks at their competitors and compare  their performance to the competitors performance. They also look at current trends to see what people want for example Star Wars: The Force Awakens. Promotions are used to sell products, for example a Star Wars themed Kelloggs limited edition cereal boxes would sell over another brand.

You would use this research when launch a new product or promotion. For example when planning a new product like a new flavour of Walkers crisps. Walkers would have to conduct research to identify what people want before going into production.

Production Research:

This is where you look at the way your competitors produce their products also looking at the components they would be using, this could be implemented to your product to improve it. you would also look at where your product is produced to keep costs low for you as well as the customer.

Primary Research:

Primary research is the data/information that you have conducted yourself and the research has never been done by anyone else before. An example of primary research would be a focus groups, a focus group is where you organise a group interview to get customers feedback on a product and what they would want from the product.

The disadvantages of primary research would be that it is time consuming. The adverting agency would only be able to research a small sample of people. This would not give the full picture of the opinion of all the target audience. As the primary research would not give the preference of all the people watching the agency would have to go onto doing secondary research to get a larger picture.

Secondary Research:

Secondary research is a research done by someone else for some other purpose and you have access to that research. An example of this would be a survey conducted by someone else about what flavour of crisps most people liked last year. Secondary research can be helpful as it saves time and money. The research is usually found on the internet.

Qualitative and Quantitive Research:

Qualitative research usually involves ‘open questions’ for which the response need to be explained in a bit of detail, whereas quantitative research would involve ‘closed questions’.

An example of qualitative research would be ‘what additional service would you like to see in an Apple store?’.

As example of quantitative research would be ‘ Do you like to visit Apple stores?’.

AS1 Task 5 Regulations

Regulations

Advertisements need to be regulated. Regulations are done by two main bodies ASA and OFCOM.

ASA

The ASA stands for Advertising Standards Authority. They are the independent regulator for all media in the UK. They apply the advertising codes,  which are made by the Committees of Advertising Practice. the ASA handle complaints that are sent to them, relating to media that is broadcasted around the UK. They also ensure that there is nothing offensive, misleading or harmful to the viewer that is currently being broadcasted.

OFcom

They are a regulator for communication in the UK. They regulate TV, radio, fixed lines,. radio waves and any wireless communication, mobiles and postal services. They ensure people in the UK are protected from scams when people report them.

The types of ads the ASA deal with include:

• Magazine and newspaper advertisements 
• Radio and TV commercials (not programmes or programme sponsorship) 
• Television Shopping Channels 
• Advertisements on the Internet, including:
  • banner and display ads
  • paid-for (sponsored) search
  • Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook 
• Commercial e-mail and SMS text message ads
• Posters on legitimate poster sites (not fly posters)
• Leaflets and brochures 
• Cinema commercials 
• Advertising within smartphone and tablet apps
• Direct mail (advertising sent through the post and addressed to you personally) 
• Door drops and circulars (advertising posted through the letter box without your name on) 
• Ads on CD ROMs, DVD and video, and faxes
• Sales promotions, such as special offers, prize draws and competitions wherever they appear

The types of ads that OFcom deal with include:

Phone and internet:

• Nuisance calls and messages
• Billing and charges
• Changing provider
• Faults and service problems
• Contracts
• The way a service was sold
• Customer services

Television and radio

• A program the was seen
• 
  

Postal services

Controversial Advert

The Paddy Power blind football advert is the most controversial advert in 2010 as it had the most complaints. Out of over twenty five thousand complaints in 2010 Paddy Power received one thousand three hundred and thirteen.

The television advert opens with a shot of a kit bag marked Blind Wanderers FC and two teams of blind folded men in a middle of a game. A car is shown running on to the pitch before a player takes a kick, followed by a sound of a thud and a loud meow. 

This advert raised a lot of complaints as it implied animal cruelty by them kicking a cat. It also offended Blind people as it made light of of a serious situation,  It overall offended people who could identify that this was all wrong. 

The ASA concluded That the advert may have been offensive to some people but not harmful enough to remove it. It doesn't encourage animal cruelty but could influence children as they are inspired by footballers.

Banned Advert

The advert is unsuitable as it shows a boy giving red bull to pigs. It hints towards their slogan "Red Bull gives you wings". Afterwards he goes to his mum and asks her if he can go to a strip club. She says "When pigs fly", at they point the two pigs that were fed the red bull were seen flying past the window. It ends with him at the strip club.

The ASA had banned the advert because of it "normalising sexualising children"