Assignment 2, Task 4 & 5

Task 4: Class report of ASA regulations, Copyright and Trademark for the age you are targeting (including references)

Task 5: Annotation of draft and Statement that your online ad conforms to advertising regulation for sign off

http://www.cap.org.uk/About-CAP/Our-role.aspx

How it works

The Advertising Codes are written and maintained by two industry bodies, the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). CAP is responsible for writing and maintaining the UK Code for Non-broadcast Advertising, Sales Promotion and Direct Marketing. BCAP is responsible for writing and maintaining the UK Code for Broadcast Advertising.

The Advertising Standards Authority (ASA) is the independent body that administers the Codes and investigates complaints. It is not a voluntary system - all ASA upheld adjudications are strictly enforced by a range of industry sanctions– and it is entirely funded by industry.

In addition to writing the Codes, CAP and BCAP also offer an extensive range of advice and training services to advertisers to help them abide by the rules. 

What do the Codes cover?

• Print and press ads
• Posters
• Direct mail
• Television and radio ads
• Competitions, special offers
• Email and text messages
• Internet (banners, pop-ups, virals, sponsored search, marketing communications on companies’ own websites and other non-paid for space under their control.) 
• Teleshopping 
• Cinema commercials
• Promotions 

Task 4: What are the codes around non broadcast advertising?  The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing

Research and complete your allocated slide on the presentation

• Daniel S: Misleading advertising
• Nigel: Harm and offence
• James: Children
• Shontiece: Privacy
• Kenny: Sales Promotion
• Roopa: Database Practice
• Daniel T: Weight control and slimming
• Tom: Food, supplements and health/nutrition claims
• Jeremiah: Alcohol
• Tim: Gambling
• Ashley: Motoring
• Ese: Recognition of marketing
• Josh: Copyright and trademarks - use of existing images or slogans, designs, https://www.copyrightservice.co.uk/copyright/intellectual_property

CAN I USE GOOGLE IMAGES FOR FREE ON MY WEBSITE OR BLOG?

Have you ever wondered if it was legal to use any image you found online through a Google search? Some of us want to use an image we find on Google for our website, brochures or blogs, but is that okay? you may not be a photographer or want to spend money purchasing images. So can you just jump on Google and use any image found there? Here’s the low down…

It is considered Illegal to use any image that holds a copyright without that owner’s permission or without purchasing a license that grants that permission. You may never be found out – however you may receive a threatening letter from companies like Getty Images with a lawsuit warning because you’ve illegally used their image on your site. These lawsuits could be $1000’s of dollars per image. No one wants this! But there’s GOOD NEWS – Google offers an Advanced Search option that helps you filter their Google images to only reveal those Google images that are Free License, royalty free, or open to the public for use in any way. These are the images that you’ll want to plug into your blog or website.

FIND GOOGLE IMAGES FOR FREE

Let’s say I was looking for a “Purple Butterfly” Image – and I went over to Google Images to search.

You’ll get all sorts of results, but which images are free to use?

CLICK ON ADVANCED SEARCH

As of August 2013 this is how the layout of Google Images looks. If you glance at the right side of your screen you’ll see a gear icon. Click on that opens a dropdown menu that offers “Advanced Search.” Click that.

This will allow all sorts of filtering options that you can set to narrow down the millions of results to images that you are able to use freely.

When you open this dropdown option you’ll find “FREE TO USE OR SHARE, EVEN COMMERCIALLY.” Then click “Advanced Search” and you’ll see the images that Google suggests are free for you to use.

DOUBLE CHECK IF YOUR IMAGE IS ROYALTY FREE

Even though these images are listed by Google as “Free to Use” you may still want to even Double Check. Remember that you always want to cover yourself from being sued, or even just stealing from someone out there who kindly asked you to not use their image. There’s another resource online called TinEye. It’s called a Reverse Image Lookup. This really cool free tool allows you to drag and drop an image into it’s search feature to verify the origin of a photo. Take a few extra moments before using a found image to go through this step. You’ll discover additional info about the image, get to see if it’s been used excessively, or even find its creative commons usage.

1. Choose an advert to apply the 'code' or 'rule' to.

How do these apply to these adverts? http://www.theguardian.com/media/asa

http://www.theguardian.com/media/2015/apr/29/beach-body-ready-ad-faces-formal-inquiry-as-campaign-sparks-outrage

http://www.theguardian.com/media/2015/jan/28/david-beckhams-tv-ad-for-whisky-cleared-by-advertising-watchdog

http://www.theguardian.com/media/2015/apr/29/mirage-e-cigarette-ad-banned-advertising

http://www.theguardian.com/media/2015/feb/25/tv-ad-worlds-slimmest-phone-banned-objectifying-women-kazam-asa 

Here is some examples of the analysis you would need to write:
http://sivagowsi.blogspot.co.uk/2010/10/homework-adverts-banned-by-asa.html

2. What rules are most significant to youth advertising?  http://youtu.be/cMBjmSQ1GDk & https://www.gov.uk/marketing-advertising-law/overview

3. Explain how CAP codes apply online banner ads (and not BCAP which is UK Broadcast Advertising), and explain how the ASA enforces complaints. 

TIM

NIGEL

ASHLEY

JAMES

Assignment 2 Task 1 Banner Ad Pre-production

Assignment 2 Task 1 Banner Ad Pre-production

What is a Moodboard? https://archive.org/details/Mydeco-Moodboards606 

Part 1: Create a mood board of your idea for your banner advert using images, colours and fonts.

Describe how your advert will be appealing to a youth audience and what persuasive technique.

Who is your audience?

Include a screen grab of your audience profile (here) or use www.Fakebook.com

1. Get this from an image of a typical audience member from google images. Or use your audience profile you may have created for your earlier units on audience demographics.

Paste it here:

How old they are?

What gender are they – is this important for your product?

What are their interests and what they spend their money on (what fashion, music, films, games, Beats headphones, apps, where they go out etc)

What is their demographic group (most likely college student or unskilled worker C2s or D).

Will they be able to afford your product?

2. Fonts suitable for this audience

Choose 2 or 3 suitable fonts that target your audience from here http://www.dafont.com

Put them here

3. Images and Colours suitable for this audience

Paste in some images of your banner advert for suggestions of colours

Image 1: Background/ People

Image 2: Product

Image 3: Logos

Colour 1

Colour 2

5. Describe your decisions

What is the idea of your advert? (Pass)

What persuasive technique your ad is using? (Merit)

How will your choice of fonts, images and colours will appeal to a youth audience? (Merit/Distinction)

Assemble your basic Moodboard here http://www.gomoodboard.com or if you are feeling creative try here which let's you design a collage of images 

Part 2:

Sketch a rough draft of your advert (You can use your previous banner advert for this)

If you can get onto this website via your smart phone you can draw your layout plan for your banner advert here: https://sketch.io/sketchpad/ 

Annotate using the boxes your ideas and describe your layout (conventions) on the blog post

How to complete the Part 2 comparison (with questions)

Launch QuickTime Player (it’s in your Applications folder). Now select New Screen Recording from the File menu, or type control-command-N. A small screen recording window will appear, like so:

Click the little triangle on the right side of the window to adjust microphone and mouse click options. When ready, click the record button in the center of the window. Click and drag a section of the screen to record part of the screen or just click to record the entire screen. Once you do that, click to start recording. Click the stop button that appears in the menu bar to stop recording.

Pretty easy, and the end result is a QuickTime movie you can use anywhere you’d expect (iMovie, YouTube, etc.) You will then embed this in to your blog.

Starter

Assignment 1, Task 1 Part 3 examples

Look Here: Assignment 1, Task 1 and 2 Class Prezi (collaborative contribution)

Task 1: Sectors, Platforms and Consumption

Sectors New Media Platforms

Roopa: Via devices (Xbox, Apps, phones)

Nigel: Via websites (Pop Ups, Banners, viral videos, streaming, Flashmobbing?)

Tom: Interactive (advergames)

Sectors Old Media Platforms

Jeremiah: Via broadcast (TV ads, On Demand services)

Kenny: Via print (magazines, newspapers, bus or billboard)

James: Via cinema (trailers etc)

Ways Audiences Consume

Ese: non-digital consumption: print-based media, e.g. reading adverts in newspapers,

magazines, billboards, on buses, cinema adverts;

Daniel: captive audience (can't skip ads in cinema or live TV);

Ashley: passing audience; (background)

Josh: casual audience

Daniel: access through digital devices, e.g. tablet, PC, 

laptop, smart phone, games console;

Tim: audience control; (advergames, interactive)

Shontiece: audience targeting (smart profile ads like amazon)

Part 2 

Compare an old Sector and a New Sector (use one of the other student presentations on their blogs linked on the right).

Compare the differences between old and new 

1. How can you recognise this is an old sector, what platform/where would you find it, how are adverts presented (ie TV in between programmes, Youtube before a video plays you can sometimes skip?, Pop Ups when you go to a website.

2. What are the differences in how they target their audiences - individual and personal, or based on larger demographics like women's magazine or kids tv channel

3. How do the audience consume these ads differently (see, watch, interact, active or background noise). Is it casual, passing, is it via your phone or device, do you have control over it, do the audience like or retweet or interact with the ad? What are the differences? Can you skip it or are you a captive audience?

Task 2: Types

• Tim: the demonstration advert (of the product or service)

James & : the problem advert (where a problem is solved by the product or service)

Joshua & Kenny: the symbolic advert (e.g. where a flu germ is portrayed as an alien)

Daniel & Daniel: the comparative advert (comparing the product or service with similar products or services on the market)

Roopa: the perfect story/lifestyle (use of the product or service creates the perfect outcome, e.g. using a certain washing powder on your shirt gets you the job interview)

Nigel: benefit based (opposite to the problem-based type, where the positive effect of the product or service is emphasised, e.g. you will look younger)

Ese: testimonial (‘real’ people explaining why they love the product or service)

Jeremiah: celebrity adverts (celebrity endorsed; episodic or story based)

Tom & Shontiece: USP (unique selling point: something no other product has) 

Ashley: parody (where the advert mimics the format of another advert or media product, e.g. an advert for a pasty using the imagery and voiceover of an expensive perfume advert

Answer the questions below in the Prezi to describe (click forward button in the Prezi til you see your Type) below are the questions to answer.

Part 2: Compare 2 different Types of ads for youth audience.

Select another Type of from a presentation another student has covered (see the links to their blogs).

Use their answers (DO NOT COPY) to identify the differences between your ads - one must target a youth audience.

1. Compare and explain how these types are recognisably different.

2. Explain these differences in the 2 examples - refer to specifics ie 'the demonstration ad has a before and after of the product being used, whereas the symbolic advert shows the product as a superhero and the flu/dirt/germs/hunger as a supervillain'

3. Why is this type effective/appropriate in selling/promoting this product to its audience (who are they?)

Task 3: Prezi 2: Persuasive Techniques

Shontiece: emotional appeal: any additional example of the following targeting youth audience
Jeremiah: evoking negative emotions, e.g. fear, pain, guilt
Daniel: evoking positive emotions, e.g. happiness, joy, inspiration, aspiration
Tom: evoking compassion, e.g. pathos, empathy, sympathy, sentimentality

● appeal to logic or reason:

Nigel: facts and figures about the product or service
Daniel & James: features & benefits
Josh: unique selling point (USP)

● appeal to credibility or character:

Ashley: the ethics of the individual, e.g. charity campaigns
Kenny: reliability of product or service, e.g. through longstanding institutions or products
James: brand identification (associations of quality, kudos or prestige of product or service)
Tim: use of statistics from experts to add credibility
Ese: use of celebrity endorsements to add credibility

1. Describe how you recognise this technique and why you selected this advert as a suitable example

2. Examine and explain how the advert you selected creates this technique in detail (ie sympathy by using sad music, USP by its slogan)

3. Explain what makes this technique effective or appropriate in selling/promoting the product to the audience (who are they?)

Part 2:

Compare your Persuasive Technique with a different one from another student. Identify the differences and present them on your blog (DO NOT COPY THEIR DESCRIPTION).

1. Outline what are the differences between these techniques in the adverts selected

2. Explain why they are an appropriate technique in selling this particular product 

3. Which technique is most effective in appealing to a youth audience?




Use the examples of still images and video ads from the 'Showcase examples' on the blog, or the examples you looked at last lesson (click here)

When you have fininshed, embed the Prezis (3 of them) on separate blog posts on your blog. For each of the 3 posts, write or film your own comparison the different between your ad and another featured in a different category in the Prezi.

Assignment 1: Advertising Sectors, Platforms, Persuasive Techniques andConsumption

The Brief

As an intern, you have been commissioned by the marketing agency ‘Cre8tive Works’ to create an online campaign for a one of their range of youth-oriented products using banner ads.

Before you start working on the client brief you need to show you understand advertising types and styles across different media sectors and that you are familiar with advertising conventions to sell to their target audience. You also need to show you can work collaboratively using digital presentation software.

You will profile this target and investigate the use of persuasive techniques in adverts from at least two different media sectors.

Include these illustrative examples in a series of summary reports to the Head of Creative at the agency via a blog portfolio to convince them you understand the following:

● different types and styles of adverts

● advertising conventions

● how profiling has been used to target specific audiences

● the use of persuasive techniques.



Task 1 Class Outline

 

Part 1 Prezi 1: Sectors

1. Re-cap the definitions of media ‘sectors’.
2. Mobile Advertising by Sector. (whole class activity)
3. Drag the examples of our adverts under the correct label of the different sectors (broadcast, print etc.). Share and upload to the blog

 

Sectors New Media Platforms

Roopa: Via devices (Xbox, Apps, phones)

Nigel & Shontiece: Via websites (Pop Ups, Banners, viral videos, streaming, Flashmobbing?)

Tom: Interactive (advergames)

 

Sectors Old Media Platforms

Jeremiah: Via broadcast (TV ads, On Demand services)

Kenny: Via print (magazines, newspapers, bus or billboard)

James: Via cinema (trailers etc)

 

Ways Audiences Consume

Ese: non-digital consumption: print-based media, e.g. reading adverts in newspapers,

magazines, billboards, on buses, cinema adverts;

Daniel: captive audience (can't skip ads in cinema or live TV);

Ashley: passing audience; (background)

Josh: casual audience

Daniel: access through digital devices, e.g. tablet, PC, 

laptop, smart phone, games console;

Tim: audience control; (advergames, interactive)

audience targeting (smart profile ads like amazon)

 

Part 2 Prezi 1: Distribution platforms & Consumption

1. Drag the platforms and sectors under the correct category 
2. Add in with the correct definition of what sector and platform 
3. Add in examples of adverts under the correct platform  
4. Drag the correct categories of how they are consumed  
5. Add comments to describe your example advert is consumed.  

Part 3 Audience Profile & Individual Blog Post: Comparison of Sectors, Platform & Consumption

1. Complete an Audience Profile for yourself as a Youth Consumer (see blog post task)
2. Embed Prezi 1 in a new post on your blog.
3. Choose 2 examples from the Prezi - 1 old Media, 1 New (one must target a youth audience)
4. Compare the differences between Old vs New adverts:

On your blog post discuss:

• What are the differences between these 2 different types of advertising sectors (ie billboards and pop ups) 
• Where would you find these ads (ie what websites Youtube etc, which magazines, in the street, pop ups when browsing, advergames, billboards in the street)
• How does the audience consume them differently (interactive, play an advergame, rewteeting and liking, casually walk past, captive audience in the cinema or on demand, skip ads on youtube)

 

Part 4: Prezi 1 Types of Ads
Contribute towards a class presentation

 

1. Select an example from the blog for the correct advert type you have been given
2. Provide a definition and explain what makes this advert type recognisable
3. Justify why the example you have chosen fits into this type

• Tim: the demonstration advert (of the product or service)
• James & : the problem advert (where a problem is solved by the product or service)
• Joshua & Kenny: the symbolic advert (e.g. where a flu germ is portrayed as an alien)
• Daniel & Daniel: the comparative advert (comparing the product or service with similar products or services on the market)
• Roopa: the perfect story/lifestyle (use of the product or service creates the perfect outcome, e.g. using a certain washing powder on your shirt gets you the job interview)
• Nigel: benefit based (opposite to the problem-based type, where the positive effect of the product or service is emphasised, e.g. you will look younger)
• Ese: testimonial (‘real’ people explaining why they love the product or service)
• Jeremiah: celebrity adverts (celebrity endorsed; episodic or story based)
• Tom & Shontiece: USP (unique selling point: something no other product has) 
• Ashley: parody (where the advert mimics the format of another advert or media product, e.g. an advert for a pasty using the imagery and voiceover of an expensive perfume advert

 

Part 5: Individual Blog Post: Comparison of Types

1. Embed Prezi 1 in a new post on your blog.
2. Choose 2 different types examples from the Prezi - your original one and one other (one must target a youth audience)
3. Compare the differences between the 2 types of adverts (ie Comparative and USP)

On your blog post discuss:

• What makes each one recognisable in a different way (use the content in the Prezi)
• What are the differences between these 2 different types of advertising?
• Are either effective or common in targeting a youth audience?

 

Task 2: Persuasive Techniques & Conventions

 

Part 1: Prezi 2 Persuasive Techniques

Contribute towards a class presentation

1. Select an example from the blog for the correct advert type you have been given
2. Provide a definition and explain what makes this advert type recognisable
3. Justify why the example you have chosen fits into this type

 

● emotional appeal: 

Jeremiah: evoking negative emotions, e.g. fear, pain, guilt
Daniel & Shontiece: evoking positive emotions, e.g. happiness, joy, inspiration, aspiration
Tom: evoking compassion, e.g. pathos, empathy, sympathy, sentimentality

 

● appeal to logic or reason:

Nigel: facts and figures about the product or service
Daniel & James: features & benefits
Josh: unique selling point (USP)

 

● appeal to credibility or character:

Ashley: the ethics of the individual, e.g. charity campaigns
Kenny: reliability of product or service, e.g. through longstanding institutions or products
James: brand identification (associations of quality, kudos or prestige of product or service)
Tim: use of statistics from experts to add credibility
Ese: use of celebrity endorsements to add credibility

 

Part 2: Individual Blog Post: Comparison of Persuasive Techniques

1. Embed Prezi 2 in a new post on your blog.
2. Choose 2 different persuasive examples from the Prezi - your original one and one other (one must target a youth audience)
3. Compare the differences between the 2 persuasive techniques used
4. On your blog post discuss:

• What makes each one recognisable in a different way (use the content in the Prezi)
• What are the differences between these 2 different techniques
• Which is more effective or common used in targeting a youth audience?

Part 3: Popplet on Convention of Adverts


Work with a partner
Between you pick one ad from Prezi 1 for a product that targets a youth audience
This must be a different sector from banner advertising
Now pick a banner advert

1. Now working individually, use www.popplet.com to upload the video or image of your own chosen advert (1 banner, 1 non-new media sector)
2. Examine the conventions in your chosen advert using each of the Popples provided
3. Discuss the conventions this ad uses (ie Broadcast has a specific length of time, Print always has a image of the product, pop ups and banners have very little space to use)
4. Screen Capture or Export your Popplet as a PDF or JPEG
5. Post this to your blog

 

Part 4: Individual Szoter Comparison of Conventions of Youth Advertising

1. Share your Popplet with you partner (same product from different sectors)
2. Go to http://www.szoter.com/ and upload your 2 Popplets
3. Compare the conventions of the 2 different sectors:

Discuss:

• Summarise the use of conventions of each type of advertising - banners and ???
• What are the differences between the use of conventions in these 2 ads  (sound or not? Use of language, branding, how the slogan is delivered, more dependent on copy/text?)

Look at exemplar analysis http://shannonspencermedia.blogspot.co.uk/2014/11/advertising-campaigns.html 

 

Post this to your blog for completion of Assignment 1 by 27th April