Target audience Parent, young parents
Campaign message: Not every child is born into a safe environment. Barnard is trying
to stop that.
Representation: They use shocking images to grab attetion and make more people to
donate and help to prevent child mistread
3. Spoon in the mouth represents wealth.
Spoon been photoshoped to keep with the
Advertising standards Agency ASAD guidourties
Slogan anchors the image.
Colour scheme views gold and silver as
dominout of weath a welcoming environment.
Match the colour scheme with the rug
The baby is lying on signifies wealth warmth and
that the baby is being well loked after in a
The white hospital tag has connationns of the
baby beingborn in a clean and safe environment
The baby is quite plump which futher signifites
that iti is healthy well and looked after
Slogan liogo are touchesd away in the corner to
make a clean and tidy layout.This not detigriting
away from the main image
4. Drastic change from the first image,adding to
the shock value of the imagery
Still a clean tide layout
To keep the information easy to acess
Colour scheme has white as the dominant
Colour which has connatations ti cold
This creates cold,hard,harsh and unwelcoming
The slogan has changed to emphasise the
change in imagery
The baby has a bruise on its chest and a
chemical bottle in its mouth to signify that the
baby is not looked after, nor is in a healthy
Photoshop the bottle into the image to keep
with ASA guidelines. The baby’s expression
shows pain.This implies to audiences that the
baby has been born in pain.
Hospital tag siginificates links to the slogan as
hospital cater to those in priviledge and those
5. The image has grater shock value as the
Again a painful expression is show on the baby
face linking to a pinful environment.
Colour scheme is somehow similar to the first
picture with its use of yellow/orange
However the colour shecheme has comattions
to dirt and flith which represent and unhealthy
The cochroach farthers the impression of of
filth as the animal itself is know as a dirty
disease spreading insects and here it is
crawling out of the babys mouth
The orange glow of the baby looks
Oily and greasy farther implying the dirty
environment along with the fact that the baby
is neglected and need help
The layout remains the same so as to not
detract from the image but it also easy to
acces all the information
6. Escalation of shock value
The baby is thinner and looks
more unhealthy than before.
Conattions of the baby not
being looked after or
Tidy layout not to distract
from main image, text is still
easy to read.
Colour scheme-white has
Syringe photoshopped to keep
with ASA guidelines.
Substance within the syringe
7. TESCO CHEROKEE
Target audience: Middle aged adults looking for comfort
Representation: Models being used in dangerous situations, but the brand is so comfortable
that they don’t notice.
Campaign message: no matter the situation you will feel comfortable in the Tesco Cherokee line.
8. This photo been made to
Represents the clothing. It
is in exaggerted situation
but the body language is
still relaxed. It’s been made
that to show audience that
the clothing are being so
comfortable that regardless
of the situation you are still
calm and relaxed. The
lighting is natural. Photo
has Earthly/Natural colour
scheme green drown.
Tidy layout- Logo and
slogan are in bottom right
so this don’t distract
audience from main image.
Even the text is small
audience still can see it
because of the white colour
on a dark background.
9. Photo been made to represent clothing.
Photoshoped to keep with ASA guldens
It’s been made to show Dangerous situation/Exaggerated.
Body language is relaxed implying comfort.
Levels outweigh the danger. Advert shows the audience that even in if you are in
extreme danger but wearing they cloths you will still feel calm, comfortable and
Logo/Slogan is coloured grey, because it is on a white background it stand out.
Colour scheme dark blue and white matching the clothing further highlights the
10. It is full body long shot
Exaggerated dangerous situation
Highlighted by the type of shot
Calm relaxed body language from the model in very dangerous
situation is highlighting the point of the comfortable clothing.
White is the main colour used to highlight the height and act as
blank canvas to draw out the colours and texture of clothing
11. Photo been made in full long shot
to show the dangerous situation
and highlight the full range of
clothing from CHEROKEE shop
Exaggerated dangerous situation
with the model in a relaxed calm
manner signifying the comfort of
the clothes. Seller wanted show
customers that you will feel
comfortable and good in their
clothes no matter in what situtaion
White is the dominant colour to
highlight the height and the tree
that the model is hanging on. The
Green and Brown also have
conations to nature.
12. TESCO F&F
Target audience: Middle age working class woman.
Representation:The price on the catwalk demostrates high quality
clothes with the affordable prices.
Campgain message:Look good without a need spending a fortune.
13. F&F uses a shallow focus on the
model they also use a contest of a
black and white between the subjects
in the background in black which
makes the model stand out from the
background. They made it to make
audience more focus on the clothes.
On the image there is a price tag
hanging out on the picture so it looks
like the model is on the catwalk this
been made this way to make feel
audience that if they wear they
clothes they will feel like a model. The
price tag is clear and visible this
suggest that the clothes are in very
good price. The slogan is in bottom
right corner to not distract audience
from the main image. The model uses
direct address to engage audience and
draws them in. The lighting is bright
and is focus on the model so the
audience isn't distract from other
14. In this photo F&F put the model on the
front of the catwalk so audience can
see more of the background in which
there are also models
walking on the catwalk but far away
from the first model to make it look
that this model is the main thing on the
catwalk this suggest that by wearing
they clothes you will feel like a model.
The colour scheme is black white and
silver that makes model stand out from
the dark background with her silver
dress. In this image model again is
placed on the price tag which shows
audience that clothes are in affordable
price and in high quality. The bright
lighting is mainly focusing on the model
so the other subjects doesn't distract
15. F&F uses the idea of the model on the
price tag again but now they use
different place to
make more interesting. In the
background of the photo they put a
public to make customer feel that in
their clothes they will be in the spotlight
and to show how many people are
interest in this brand. Colour scheme
that F&F used is white contracting with
black. The black background dosen’t
distract audience from the white tag-
which is the main thing in this photo.
The most lighting goes to the model so it
stand out from the dark background. The
model used direct address to make feel
the audience that this advert is mainly
for them as it makes personal link
between model and audience.
19. Code of practice
The General Rules for Misleading Advertising are:
•Marketing communications must not materially mislead or be likely to do so.
•Obvious exaggerations (“puffery”) and claims that the average consumer who sees the marketing communication is unlikely to take literally are
allowed provided they do not materially mislead.
•Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information
or presenting it in an unclear, unintelligible, ambiguous or untimely manner. Material information is information that the consumer needs to make
informed decisions in relation to a product. Whether the omission or presentation of material information is likely to mislead the consumer depends
on the context, the medium and, if the medium of the marketing communication is constrained by time or space, the measures that the marketer
takes to make that information available to the consumer by other means.
•For marketing communications that quote prices for advertised products, material information includes: the main characteristics of the product, the
identity (for example, a trading name) and geographical address of the marketer and any other trader on whose behalf the marketer is acting, the
price of the advertised product, including taxes, or, if the nature of the product is such that the price cannot be calculated in advance, the manner in
which the price is calculated, delivery charges, the arrangements for payment, delivery, performance or complaint handling, if those differ from the
arrangements that consumers are likely to reasonably expect and that consumers have the right to withdraw or cancel, if they have that right.
•Marketing communications must not materially mislead by omitting the identity of the marketer. Some marketing communications must include the
marketer's identity and contact details. Marketing communications that fall under the Database Practice or Employment sections of the Code must
comply with the more detailed rules in those sections. Marketers should note the law requires marketers to identify themselves in some marketing
communications. Marketers should take legal advice.
•Subjective claims must not mislead the consumer; marketing communications must not imply that expressions of opinion are objective claims.
The General Rules for Privacy are:
•Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless that person has given the marketer written permission
to allow it. Marketers are urged to obtain written permission before: referring to or portraying a member of the public or his or her identifiable
possessions; the use of a crowd scene or a general public location may be acceptable without permission, referring to a person with a public profile;
references that accurately reflect the contents of a book, an article or a film might be acceptable without permission and implying any personal
approval of the advertised product; marketers should recognise that those who do not want to be associated with the product could have a legal
claim. Prior permission might not be needed if the marketing communication contains nothing that is inconsistent with the position or views of the
•Members of the royal family should not normally be shown or mentioned in a marketing communication without their prior permission but an
incidental reference unconnected with the advertised product, or a reference to material such as a book, article or film about a member of the royal
family, may be acceptable.