Class Task- In class we were given 20 statements
about advertisement and we were told to rank them in order and talk
about the top five. The top five statements I thought were important are
as followed:
- · Advertising draws attention to product and service.
- · Advertising helps business make profit.
- · There are 20,000 jobs in the advertising industry.
- · Advertising keeps consumers up-to-date with new development.
- · Advertising helps promote and stimulate competition.
The purpose behind advertising is that it allows the potential customer
to be able to see the new product the business has developed. It spreads a
message informing customer about how this certain product could help them. As
basically advertising draws attention to product or service, this is a very key
part of advertisement because if the business can’t show their target audience
what product or service they portray then they won’t make profit and revenue
and can have a high risk of going into administration. Advertising helps
business make profit because more customers are informed about the product and
according to different adverts they will remember the advert when buying that
certain product. It is necessary for the advert to do this as it has a
staggering 20,000 jobs in the advertising industry, which will have an impact
of the economy if anything happens to their job. Advertising helps promote and
stimulate competition; this is done by promoting offers which will beat
competitors so that their business attracts more customers in order to increase
profit and revenue and also to prove the best customer service.
In this blog post I will
be discussing the responses of the big question Can advertisers say whatever they want? This question gets people thinking closely
about what they see in adverts and whether they find it offensive or
not.
The question I will be discussing was given as a
task to discuss as a group. Most of the views that came across were that
advertiser can't say what they want because they have a set
of legislation that they must follows. These legislation can
be consist of race discrimination, sex discrimination, violence, misleading
etc. However this will all depend on the ideology of the viewers and the
watershed so everyone will need to take this into account before taking it
offensively.
ASA organisation
To make sure that the adverts shown on
television are not crossing the legislation there is ASA (Advertising
Standard Authority) is put place. This organisation will look at adverts
before they are published, however some adverts might still be offence to some
viewers because of there ideology, the business will remove the
advert it the viewer has got a valid reason.
"The Advertising Standards
Authority is the UK’s independent regulator of advertising across all media. We
apply the Advertising Codes, which are written by the Committees of Advertising
Practice. Our work includes acting on complaints and proactively checking the
media to take action against misleading, harmful or offensive
advertisements." (Quoted From
ASA website) http://www.asa.org.uk/About-ASA.aspx
KFC advert 2005 BANNED-this advert had the most complaints ever. http://www.youtube.com/watch?v=Gjup9SXhm0Q
This is a prime example of one of the adverts
which has been close to be taken down from television adverts due to
complaints, this advert had over 1671. The reason for these complains was that
there is a call centre worker singing whiles eating, this is known as
bad manners and disrespectful. Parents watching this advert thought it is
teaching kids bad manners. This advert was allowed to
be broadcaster as Broadcast Advertising Clearance Centre allowed the television commercial to be shown.
However, the Advertising Standards Authority,
which rules on public complaints, had the power to ban or restrict the exposure
of commercials that have already been cleared by the BACC. So all the
complaints made by the public are noticed and action is taken.
Paddy Power
This is another example, this advert had 1,313
adverts, the reason for these adverts is that the blind football player is
kicking a cat. The number of complaints increased due to offence of blind
people and animal cruelty. However this advert isn't band, “The
Advertising Standards Authority (ASA) said it was not offensive in itself to
create an advert referring to people with a disability.”
Another advert which did have complaints was an NHS anti-smoking
commercial.
The number of complaints for this advert was more then 200;
the reason behind this was that they show a young girl imitating her mother
smoking. ASA rejected all the complaints and said it doesn’t break an
regulations also "We considered the anti-smoking
message would have an even greater impact when seen by smoking parents in the
presence of their children." For this reason the advert was still
shown on Tv and wasn’t take down by the ASA.
This is the ASA (advertising standards authority) logo above,
as we can see the logo is quite simple, it contains the name of the company is
short ASA as well as having a red tick decides it which, this can symbolizes two
things one the advert, one the advert has got a tick for being ‘legal, decent, honest and truthful’ or on the other hand the red can
symbolize authority for emergency stop it the advertisement isn’t made
according to the law. ‘legal, decent, honest and truthful’ this is the slogan ASA use its quick short and
straight away informs anyone looking at it what type of company it is.
CAP (committee of advertising practice)
is the government organization which will write the advertising codes, they
work very closely with ASA in order to make sure that the advertisements that
are being shown follow all the legal issues that CAP has put in place. They
also help other companies and give them advice of how a certain campaign should
be, this would be beneficial for the other companies because they will know
that there is nothing about their way of advertising which is wrong.
The logo is quite similar to ASA, however
as well as having the writing in the same way as before the colour of the tick
has changed to blue, because CAP can’t remove an advert they just show all the
different advertising practice there are so the tick in this case represents
importance and trust.
This is a screen shot of the CAP website,
this just shows a few of the different types of things that they have in place
which advertisements shouldn't cross.
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