AdvertisementEmma Swann

&Rylan Hollingworth

ContentsWhat is an advert?

StructuresTechniques- analysis

Characteristics- analysisRegulation (ASA)

Audience classification- analysisBARB

Summary

AdvertsWhat is an advert?Purpose Sell a product Sell a brand Bring awareness

Brands Identification Recognizable Status quality

Structures Talking heads- Sensodyne- Why has my sensitivity come

back? Documentary- Think- Always wear a seatbelt Animation- Red Bull- Gives you wings Stand alone- Hovis- depicting the last 122 years Series- Compare the market Realist narrative- Coca-Cola – Brotherly love None realist narrative- John Lewis- Man on the moon Demonstrations- Vanish- tip exchange advert

TechniquesRepetition – Head onClaims - L'Oreal- mega volume miss manga mascaraAssociation- Milky way- The red car and the blue carBandwagon- Lynx- Chocolate deodorantPromotional- Foxy bingo advert

Analysis of structures and techniques

L'Oreal Paris-False Lash Sculpt Click to watch

Structure demonstration

Techniques claims

CharacteristicsCharacteristics of a good advert

Be interesting Be influential Be memorable Be relatable Be clear Include company and product information

CharacteristicsTactics

Endorser- celebrity, employees, customers Emotional- humor, fear Message appeal- rational, emotional Competitive advertising

Advertising objectives

Brand building Attitude awareness

Analysis of characteristics

click to watch

Harribo- tangfastics- pitch

Good characteristics

Interesting Memorable

Tactics

Emotional- humour

Regulations (ASA)Purpose – To make adverts responsible.

The ASA have a code in place to stop companies being able to make adverts for containing whatever they like. This code helps keep order and prevents controversy.

The public can report adverts in which they find inappropriate to this company. ASA will then review the complaint and then make actions accordingly.

Examples- regulations(ASA)Claimback.com Ad – Was banned for being misleading and not substantiated due to being unresponsive at claims made by Lloyds Banking Group.

Argos Straighteners Ad – Was banned for being misleading.

Audience classificationAudience classification is split into 6 categories. Age Ethnicity Gender Socio economic groups Nationality/region Sexuality

Once the demographics have been decided, the advert is shaped to appeal to the specific group.

Audience classificationAll the categories play a big factor!A main factor is the social economic groups (shown below). These give an indication of their disposable income.

BARBBARB uses quantitative data.It selects a carefully selected sample of the population with different demographics to see what peoples viewing habits are.

This helps to define when you set your advert to suit your target audience.

BARB 7th March- 13th March (ITV)

BARB weekly viewing summary

Analysis of audience classification

click to watch

Simply Be spring 2106 advert

Age 20-35 years Ethnicity- no

specification Gender-female Social economic-

working class-middle class

Nationality/region- UK

Sexuality- not specified

Sources http://www.slideshare.net/kinshookc/

characteristics-of-good-advertising http://barb.co.uk/ https:/asa.org.uk/

http://www.slideshare.net/elliebuchan9/adverts-structures-and-styles

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