How messages are communicated

How are the messages communicated in the advertisements 

Advertising is:

A campaign promoting a product or idea which can persuade or interest a target audience to purchase or use products and services. The campaign may use many different forms of media to promote a message for a set amount of time.

Cross media platform:

The range of distribution outlets in the media that are offered to audiences across platforms. Example: television, print ads, billboards and social media.

Evian - Baby advertisement

• Use of hip hop music which is quite upbeat
• A very unusual advert and therefore memorable
• The advert doesn’t necessarily advertise their water but has the brand name before and after the  main part of the advert
• Slogan is put at the end of the advertisement so you remember who made the commercial
• Shock advertisment
• Unexpected and strange/unfamiliar
• People will talk about it and share it with others due to its weirdness
• Audio - visual codes

Gillette - Boys will be boys

• Brings up really important/trivial issues
• Fast paced music in the background
• Real news clips (?)
• Mixes in the use of real clips and staged ones
• Stereotypical behaviour of boys
• Men objectifying women
• Excuse for bad behaviour
• ‘Me too’ movement
• We can’t use outdated stereotypes to justify terrible actions
• Equality/injustice/identity
• Does it correlate with the product
• Shock factor
• Gillette - Gaining credibility as a brand
• Distances itself - ‘boys will be boys’ - complete opposite 

Nike - You can’t be stopped

• Nike logo at the end of the commercial o you remember who its by
• Mix of staged videos and real clips (for example the tennis and basketball clips)
• The include a variety of body types - inclusive

Iceland Advertisement

• Apparently ‘banned on grounds of political advertising’
• Favourable social outrage
• Political ads are banned from British TV
• ‘touching’ advertisment
• Important for kids to see it
• Re-educating the current generation and educating the future generation
• The advert was in association with green peace
• Just removing palm oil from products might be even more damaging
• Chopping down trees just ads to deforestation
• Company's just need to be a lot more sustainable 

Picked out advert - Pepsi: Live for now

• Black lives matter movement
• Iesha Evans comparison - Kendall Jenner is white
• White saviour complex
• A Pepsi can magically stopping police brutality 

Slogans - Print advertising 

Share a coke campaign/slogan

- Its effective as they incorporate their product that they’re trying to sell with their slogan

- The slogan ‘Share a coke’ fits in seamlessly with the product of the coke bottles with names on it which makes it really effective

- ‘Share a coke with Clementine’

- Effective as its satisfying to look at as the slogan compliments the product being sold 

The Quicker Picker Upper

- The advertisement as a whole is effective as it only includes the slogan and the logo which means the view doesn’t get distracted by anything else going on

- ‘The Quicker Picker Upper’ it rhymes and rolls off the tongue nicely meaning its also quite catchy which is effective as people will remember it

Role of the ASA - Advertising Standards Authority

Take action against

• Harmful
• Misleading
• Offensive
• Honest
• Decent

Content

What do we expect from advertising 

• Encourage/Persuade
• Inform
• Memorable
• Fun element
• Catchy

ASA Key role as part of the regulatory framework

Advertising has to be:

• Legal: Terms and conditions - competition, special offers
• Ethical: Shock advertising - social awareness campaigns
• Honest: How information is communicated and represented
• Decent: Covers a rage of representational issues - E.g. representing young people, poverty, Famine stricken places, individuals

Shock advertising or Shockvertising is a type of advertising that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals".