This document discusses various aspects of advertisements including their purpose, structures, techniques, characteristics, regulations, audience classification, and viewership data collection. It describes common advertisement structures like talking heads, documentaries, and animations. Techniques discussed include repetition, claims, association, and bandwagon appeals. Regulations are enforced by the ASA to ensure ads are responsible. Audience demographics like age, gender, socioeconomic status are used to target specific groups. BARB collects quantitative viewership data to measure ad effectiveness.
2. Contents
What is an advert?
Structures
Techniques- analysis
Characteristics- analysis
Regulation (ASA)
Audience classification- analysis
BARB
Summary
3. Adverts
What is an advert?
Purpose
Sell a product
Sell a brand
Bring awareness
Brands
Identification
Recognizable
Status
quality
4. 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
5. Techniques
Repetition – Head on
Claims - L'Oreal- mega volume miss manga mascara
Association- Milky way- The red car and the blue car
Bandwagon- Lynx- Chocolate deodorant
Promotional- Foxy bingo advert
6. Analysis of structures and
techniques
L'Oreal Paris-False Lash Sculpt
Click to watch
Structure
demonstration
Techniques
claims
7. Characteristics
Characteristics of a good advert
Be interesting
Be influential
Be memorable
Be relatable
Be clear
Include company and product information
9. Analysis of characteristics
click to watch
Harribo- tangfastics- pitch
Good characteristics
Interesting
Memorable
Tactics
Emotional- humour
10. 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.
11. 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.
12. Audience classification
Audience 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.
13. Audience classification
All the categories play a big factor!
A main factor is the social economic groups (shown below).
These give an indication of their disposable income.
14. BARB
BARB 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.
17. 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
