Risk assessment for TV advert

Job Roles for TV advert

TV AD Techniques

ADVERTISEMENT STRUCTURE:  Overt

PRODUCT: Money super market

AUDIENCE: Both genders, All races, ages: 20+

SC: B2-C

In this overt advertisement the product / service being shown to the viewers very clearly. This can be done in many ways and within this advert is done through the product appearing at the end of the advert. the advert is memorable and so it sticks in the audiences mind and so makes them remember the service when they hear the song or the dance moves This is an effective way of making people remember the name of your company and thus the service you provide.

This is aimed at mainly adults as car insurance is highly important and so being able to compare all deals presented to them with one website provides practically and usefulness and thus the audience the advert is aimed at can now know where they can find the best deals. This advert ensured people know what website to go to, as the logo is clearly visible at the end and the song may cause the audience to remember and thus lead to them using the service.

ADVERTISEMENT STRUCTURE: Emotional Response

PRODUCT: Sainsbury's

AUDIENCE: All races (mainly white), both genders, age: 22-50

SC: B2-C

This advert from sainbury's aims to use the first world war and the resulting 'Christmas truce' between the German and British armies, to try and trigger a emotional response from the audience, in order to use 'nostalgia' or possible sympathy for the soldiers at that time in order, to portray their brand and use Christmas as well in order to promote sharing and thus show their brand in an positive way, Using emotions can be very effective as they are directly linked to the brain and thinking, and thus using emotions is a very effective way of remembering, and so making a 'sad' advert means that the audience will remember the company that made the effective advert, and thus be inclined to use their products, or in this case, use Sainsbury's for their Christmas shopping. 

The advert essentially is showing the 'power' of Christmas to unite people, and promote sharing, as the 2 soldiers in the advert exchange gifts and then the slogan of sharing appears, and then finally the logo of sainsbury's to create a lasting image, and show to the audience, the emotional side, being that Britain being involved in world war 1 suffering huge casualties and thus the emotional factor will come into effect and result in more people shopping from Sainsbury's.

ADVERTISEMENT STRUCTURE: Celebrity endorsement

PRODUCT: Apple Music

AUDIENCE: Both genders, all races, age: 15-19

SC: B2-C1

Adverts we see on television are usually accompanied with a celebrity hosting. This is beneficial to both company and the hosting celebrity. Directors can use celebrity's on their advert in order for the target audience to recognize the celebrity and buy the product. Celebrities on the other hand can use advert to increase their recognition, possibly for the additional revenue, but more importantly to improve their image and branch out to a wider audience that would result in more people buying their music etc, or to expose them to the artist if they did not know it, the use of the artist Drake in this advert means that fans of Drake will be inclined to use Apple music to, as they would look up to Drake, or want to be like him resulting in more sales for apple and the app that they use, also there is an essence of humor due to Drake not being able to lift the weights, as he is too invested into he music he is listening to, which would also cause audiences to remember it more and thus be incentive to use the product shown in the advert. 

ADVERTISEMENT STRUCTURE: Subliminal

PRODUCT: KFC

AUDIENCE: Both genders, all races, age: 15-27

SC: B2-C1

Subliminal messages are often embedded into adverts for many reasons.The main reason  being they allow the audience to either be impressed, or to be happy through understanding the hidden message the company has done, and so want to buy the product that is advertised..In this advert, although of poor image quality, shows a dollar in the lettuce of the burger, this is a subliminal message, as it is not clearly visible unless it is zoomed into, the subliminal message allows for keen eyed viewers, to see and decode the messages, gain self esteem and possible confidence as they worked out the 'secret message' or 'puzzle' this is an effective way of advertising as in this advert it could also represent the price of the burger, due it it being 99 cents, which is basically a dollar, it could be that people seeing this message, will also then remember the cheap price of such burger and thus be inclined to buy the product, also the use of the audiences mind, will mean that the advert and product is more memorable as they had to actually think or spot the message that was included in the advert, and so it will be in the memory of those who had found the subliminal message. 

TV AD Styles

Advert structure: Humor

Product – MAC computers

Target audience: Both genders 18-35 Socio-Economic Class: A- C2, All Races

In the Advert for MAC computers, it starts off man standing, He is advertising Mac’s and saying how good they are, however then on the left side of the screen a bloated/ stuffed man starts walking over slowly and it is quite funny to see a man so big trying to walk and speak at the same time, The Lighting is artificial and there is a clear white background allowing us to see the people clearly and laugh at the ‘bloated’ man struggling to reach the other person. The Whole purpose of the advert was to represent the people as the computers them selves, so the relatively skinny man was supposed to represent Mac computers which only have what is necessary, where as the Windows computers are stuffed with lots of unnecessary tings that makes hem slow and useless, and of course the bloated man is supposed to represent the Windows computers.

The Mise-en-scene in the advert is also used to make the bloated person to look like Bill Gates, who is the creator of windows software, and so it can allow the audience to recognize and laugh at how they have tried to represent Bill gates and his computers.

By Making a ‘humorous’ advert is engages the audience by making them laugh and so it is memorable, as the bloated man will stick in their head the next time they go to buy a computer and it may divert them from buying a windows computer due to it being represented slow in the advert, and they will most probably buy a MAC computer instead.  In my opinion the advert is effective, as it allows the audience to see what a ‘physical’ view of the computers would be, and making them easily identifiable people who can clearly show a contrast, allow the audience to see ‘in depth’ of what the computers are.

Advert Structure: Surreal

Product: Skittles

Target Audience: Both Genders. 10-25, Socio-economic Class A-E, All Races.

In This Advert the man has the ‘Midas’ touch, but instead of everything turning to Gold it turns into skittles, The other characters ask him to touch the stapler and it turns in to skittles, the other characters say its ‘’Awesome’’, the Man then speaks about how he cant hold his Baby son, and how he shook a mans hand in the bus today and it turned into skittles as well, which is quite sad, Through his Dialogue it allows the Audience to see the ‘misery’ of the man.

The man then proceeds to answer a phone call, forgetting that he has the Midas touch, the phone of course turns into skittles as well, adding humour seeing the struggle of the man as he cannot do his job properly, The man then gets angry banging his fists on the table, the table then turns into a lot of skittles spreading everywhere across the office. The Graphics of the Advert allow him to make everything into skittle sand it is a funny way to advertise skittles as people would want the power to create skittles anytime they want, but also the disadvantage of not being able to actually touch something that you want to.

The surreal advert allow the producers to be creative and make things that are impossible in real life, to catch the audiences eye and make the audience interested in the advert as it is not something that they would see in a ‘normal day/advert’. In my Opinion the advert is very effective as it shows the Pros and Cons of having the Midas touch, and it is also funny by having a funny end, as there are lots of skittles flying everywhere.

Advert Structure: Parody

Product: Facebook

Target audience: Both Genders, Socio-Economic Class A-E, and All Races

In the Parody Advert, they are initially making fun of the Facebook Advert, By talking about the new features, however by representing them in a bad way, by just showing the bad sides of the new advert, The Lighting is artificial with a white background, as many ‘serious’ companies do with their interviews, however the interviews in the parody are not really advertising Facebook, and in fact are criticizing it by showing examples of Facebook and how useless it is.

The Sound in the advert also plays a huge part; during the text messaging part they use the easily recognizable Facebook pop-up sound to engage current Facebook users, who would know what the sound connotes to. The sound is repeated constantly as the other person is clearly being ignored and is trying to start a conversation by constantly sending messages to the other person which is making fun of Facebook’s chat feature.

The Parody Advert is effective it allows the current Facebook users to see what Facebook is in general, and it also makes fun of Facebook and has humour so that the audience can laugh and see the ‘truth’ behind Facebook. In my Opinion the advert is very funny and effective as it can be almost like an ‘Honest’ trailer.

Advert Structure: Dramatic

Product: Yellow Pages

Target Audience: Primarily Male 20-40. Socio-economic Class B-E, All Races

This Advert is Dramatic, as it start off with a uncle, believing that he can cut his neice’s Hair, This can firstly relate to brothers/uncles who have been in the situation as well, The haircut turns out to be bad, the mother comes back, the uncle/brother acts like he didn’t do it and blame’s it on a random hairdressers, By using Yellow Pages, he finds a Hairdressers, The mum is sitting inside the car, The uncle goes in the shop and acts like he’s asking for a refund, arguing etc. But he is actually saying he will pay them double money if they accept the ‘blame’.  The Shot-Reverse-Shot at the start of the Advert between the Uncle and Daughter and allows the audience to see how the dad is confident as many Men are, and laugh as they could be some personal identification.

TV AD Forms

ADVERTISEMENT STRUCTURE:  Realist

SERVICE: PPI advice line

AUDIENCE: Both genders, all races, ages: 20

SC: B1-C2

In this advertisement it for services that will accordingly help customer who are eligible for payment protection insurance (PPI) the advert is in an informative way as it involves money and legal issues, along with dealing with large scale multinational banks. These adverts give the audience help lines to call in order to see if they can use the services and receive money if they win the case. The advert just seems to inform the audience, it does not use any other codes or conventions to try and attract the consumer, the 'seriousness'' of the matter is expected to make sure that customers use their service, hence why it doesn’t have any special effects or use of music, sound or humor. The advert is direct to the point that they are trying to get across. The man in the advert is dressed formally and is speaking in formal English direct to the audience, 

ADVERTISEMENT STRUCTURE:  Anti-realist

PRODUCT: 

AUDIENCE: Both genders, any race, age: 14+

SC: C1-E

These types of advert are anti-realist, and so in essence, go against reality and what you would normally expect in an advert, this skittles adverts, the use of skittles to represent 'chicken pox' is obviously not possible, yet the advert is memorable, there is clear use of special effects as to make the skittles appear on the characters face. This then creates a memorable image in the audiences mind, as they would remember the humorous and anti-realist advert, as it is not of the norm, which then results in more people being exposed to the product, and the company. 

The logo of the company is clearly visible at the end of the advert, which would create a lasting image on the audience, due to it being a 'weird' advert it is more effective in grabbing the attention of the audience. The advert with its out of norm conventions and humorous aspect is an attempt to try and catch the eye of the viewer and get them interested into the advert and to make them continue watching the advert, thus towards the end to show the product that is being advertised, showing the product first would be counter-productive as the audience would be bored or know that it is an advert and thus may switch channels in order to try and avoid the advert, however making an interesting and weird looking advert it leads to more potential viewers.

ADVERTISEMENT STRUCTURE:  Animated

PRODUCT: Fanta

AUDIENCE: Both genders, all races, age: 6-13

SC: C1-E

This is advert is animated, so it does not involve any actors, this then allows for the producers of the advert to create an advert that is not bound by actors or reality, as the animators can create an advert through computer animations and thus create an advert that suits their imagination or their idea, the process could be quite long, but it allows for creativity and freedom for the producers, also to portray the things in this advert it would require a lot of effort, and could possibly not be accomplished, animations can also appeal to children as they are used to watching cartoons etc, so in a similar format it would be more enjoyable for children to watch, although i do doubt that fanta's target audience as children, more so teenagers and adults, as they would have the spending money, and also the freedom, as children are heavily dependent on their parents.

The reason for opting for a animated advert form, is that, the producers can display their product in a way that they could not in real life, this advert in particular also would not suit real life actors, and the use of skateboards, very large speakers on cars, and fanta dispensers are very hard to find/create, where as with this animation, these can all be accomplished as well as adding music to the background to suit the style and theme of the advert.

ADVERTISEMENT STRUCTURE: Documentary

SERVICE: NHS

AUDIENCE: Both genders, all races, ages: 20+

SC: All

This documentary style advert is by the NHS, to make sure people stay warm during winter, this style of advert suits the message they are trying to get across, by showing medical experts in the context of an interview it makes it a documentary style advert, the medical experts give advice and tips on how to stay healthy, this makes the advert more believable as the viewers will see that the advert is being done from the viewpoint of medical experts and thus will be inclined to follow their advice and do what it is necessary as the health risks that are stated in the advert, can be developed and thus, cause serious problems.

The theme for the advert is in a calm structured way, with various medical experts giving their own opinion and their advice on how to stay healthy in the winter. The overall message is quite serious so the mood may seem to be a bit dull, but the 'seriousness' is the main aspect of reaching out to the audience, as it is not humorous or does not try any other technique to gain the viewers attention, and rather resorts to assuming that the audience will listen to the advice given, and follow the instructions given, the interviews allow for different perspectives and this makes the source more reliable as it is given from different view points, that all relate to the same topic, and the same outcome.

ADVERTISEMENT STRUCTURE: Talking Heads

PRODUCT: Adidas

AUDIENCE: Male and female, AGE: 18-34 all races

SC: B1 and below

This is similar to celebrity endorsement, where known/famous people are inserted into an advert to gain recognition, more potential viewers through the fans of those celebrities, and thus extend the brand's reach to more people, then if it was just a plain advert displaying the product, also showing the celebrities that use their products inspire their fans to do the same, buying and using the same products as their potential role model, may make people feel happier about them selves, the advert is beneficial to both parties, the celebrities receive more fame and exposition, and the producers can boost their sales by using a public figure to promote their goods. 

In this advert there is use of many different celebrities and public figures, the celebrities that i have noticed are: Bale ( Footballer) at 0:05, Messi ( Footballer ) 0:06, Rodriguez (Footballer) 0:16, Benzema (footballer) 0:42. There are possibly more professional sports players, in the advert that would appeal to different demographics and locations, as for instance, basketball is more popular in the USA so they could be able to recognise the famous players there, there are a variety of sports shown to cover a wide range, and so to appeal to more viewers as possible, also the use of the slogan: ''Good things come to those who take it'' shows a strong message, as to promote to the viewer that  by using their products they can use it to their advantage and to get 'good' things in their area of sports. The logo is then visible at the end of the advert, for the audience to know the product. 

ADVERTISEMENT STRUCTURE: Series

SERVICE: BMW

AUDIENCE: Both genders, any race, age: 20-40

SC: A - C1

This series of BMW adverts are emphasizing on the fact that their cars are all made in real wheel drive, and rather than other companies opting for front wheel drive, the series of adverts aims to show the BMW being unique and different, the series of images, showing animals with their back limbs onto their front creates a strange and shocking image, with the little slogan on the bottom right that states: ''That's why we don't have front wheel drives'' The series of adverts is effective as it means that people can see the different images, create a link to the previous adverts they have seen, the use of the strange looking animals also draws attention to themselves, only to see the the BMW logo at the bottom right. 

The images of the animals with their limbs on the back, would be done through a computer with either special effects or Photoshop, the images in a series, almost represent the cars as to be the animals, as the power is given from the front wheels in front wheel drive, and thus the animals are represented as having their more powerful limbs on the front. Where as in rear wheel drive, the rear wheels provide the power and acceleration where as the front wheels do the steering. Most small cars and 'family' cars are front wheel drive, with relatively less power, and thus why the video advert says at the end the ' ultimate driving machine' more so representing the 'sportiness' or 'speed' of the car or brand.

ADVERTISEMENT STRUCTURE: Stand Alone

PRODUCT/SERVICE: AMD graphics cards

AUDIENCE: Primarily male, AGE: 20-30, all races

SC: A-C1

This is a stand alone advert from AMD, who is advertising their new graphics card, this is not part of a series, and it is it's own advert. This in essence means that is is the debut advert for the product and possibly the brand. The advert's lighting is very dark and it is used effectively to just show the product on the left side. The use of dramatic music grabs the attention of the viewer, and leads them to be interested in the advert, this is a quite specific advert directed more towards PC gamer's as to upgrade their graphics card, to be able to play better quality games. Hence why it is a stand alone advert as it does not try to appeal to a wide audience and is specifically made for the audience that would be interested by the product.

The product is shown in various different angles and when it is working with the fan, to show how it would operate and the possible potential customers may want to see it in action or see the dimensions, etc. The brand logo is shown at various times and lastly at the end with the slogan to create a lasting image on the viewers, the company is not trying to memorable as it is already known within the market, the advert seems more of a reminder and introduction on their new product onto the market, as to make the customers aware of the product while also, possibly as a secondary target audience to reach out to potential customers as well. Stand alone adverts are effective in this way, as to make a quick advert reminding of their products with minimal time.

Advertising Standards Authority Ruling

All the adverts are in this video:

Pot Noodle 0:28 - 1:18

Act on Co2 4:27 - 5:26

Volkswagen 5:32 - 7:12

The first advert that i looked at that was banned by the ASA, was Pot Noodle, they created a quite 'hilarious' advert and due to their being 620 complaints about it, the ASA looked into the advert was upheld with the complaints and was banned shortly afterwards, The reasons for the banning were stated as: " Crude, Generally Tasteless and offensive " The ASA watched the advert for themselves and agreed with the Offensive section as it shows a man with something pointy sticking out of his trousers and it can offend some people, although it turns out to be a trumpet it still could offend people and so the ASA was right in banning the Advert.

In my Opinion i think that the ASA was right in their decision to ban, as the Advert does not really portray the Product at the start and the advert was not very effective either, the advert plays its self on a sexual innuendo to try and be 'funny' and gain attention but it really was just 'childish' and does not really make people want to try their product,

On the other hand, people may think that the advert was just trying to just create a 'different' type of advert that would catch the audience's eye and so make them want to watch the advert even more to see what the end product is going to be, some people may like the advert and would not think that it was ban worthy, usually people with a weird sense of humor or people that just really like the brand of pot noodle.

The Second advert that i looked at that was banned was the Act on Co2 advert, This advert is done to try and get people to realize the impact of co2 and how it can shape the future of the the world however the advert received 840 complaints and the ASA also had a look at this advert to see what the commotion was about, The advert is in the shape of a bed time story, however it is not a 'nice' bed-time story as it shows the real devastating impacts of Carbon emissions being released into the atmosphere. The complaints were made because it was was seen to be: " Misleading and scaremongering, and also exaggerating the impact of Co2" The advert was then banned by the ASA upholding the complaints and agreeing with the Public.

In my Opinion, i dont think that the ASA was right in banning, as the advert was potentially telling the truth about carbon emissions in the future as it is causing climate change, and global warming right now, so i think that a lot of people should of watched it and received a moral to try and protect the Earth more, as it we are slowly killing it off, i believe that the advert should have not been banned.

People may disagree with me by saying that is was trying to scare people into believing the facts about Co2, this could make them not want to act, as they can feel as if they have been forced to do things that they did not want to do, also the advert could have been exaggerating the facts to try and make the audience feel a burden and a part to play and so it may have received negative views as well.

The last advert that i looked at was Volkswagen, they are a car company, and their advert was made in a quite weird manner, not what you would expect of a car manufacturer, the advert is set by an engineer in the Volkswagen Factory, however there are clones of him everywhere and he has to fight his way across the factory, The advert received 1070 complaints and the ASA had to immediately look at the advert as to see why it caused such an outrage. The reasons for the complaints were: " Too violent to be shown, especially before 9pm" The ASA also upheld the complaints and the advert was banned.

I think that the advert should not have been banned, as i think it was action packed and it made the audience wonder what the product/service was, it also grabbed the viewers attention and caused them to watch it fully to see if the engineer gets away, i think the ASA were partially right, as i dont think the advert should be showed before the 9pm mark, but after 9pm i think that the advert was effective and it shows the Volkswagen car at the end as well.

People may disagree with me by saying that the it is too violent to be shown at any time of the day, as it could be distressing to some people, the advert seemed to show as if it promotes violence, and not all children go to sleep at 9pm so it could also cause problems for younger audiences as they would not understand the context of the advert, and could potentially scare younger audiences, and so they are right to ban the advert.