Survey Link

http://www.surveymonkey.com/s/K6XR9Z7

Tiger Woods advert

Textual Analysis – Tiger Woods – Gatorade advert

1.       What features does this advert contain? The only generic feature this advert contains is music and sound, and as we can see the background music very slow to keep up with the space theme. This advert is described as an unconventional advert as it doesn’t contain the generic features of an advert.
Speech: A voiceover occurs at the end of the advert which talks about Tiger Woods being the best golfer in the world. Associating the world class golfer with the drink gives a sense of professionalism and athleticism with the drink.

2.       What type of TV advert is this?
This advert could be seen as a Dramatisation advert. This is due to the story containing a beginning, middle and close. The advert starts off with a mysterious space character approaching a golf tee on the moon. The figure then hits the ball and Tiger Woods is revealed under the helmet. The advert then closes with a close-up shot of the product.

3.       Who is the target audience for the product?
The target audience for this product could specifically be golfers or fans of Tiger Woods as it is a limited edition sponsor on the bottle. It’s also aimed at people who play sports and find the energy drinks essential in their sport.  

4.       What image is constructed for the product? Use Terminology
The close up of the golf ball flying through space is trying to portray a unearthly ability once you have Gatorade. The extreme close up of the Gatorade with the water dripping down shows how refreshing the drink is.

5.       What social groups are represented in the advert and how are they represented?
The social groups which are represented in this advert are golfers and athletes. They are represented as

Risk Assessment

Risk Assessment

Advert 1 – basketball – Lower gym at Highfields

· Physical collision. Either between players or into objects such as walls.
Could cause injury to parts of the body.
Advise the person to be aware. First aid box in the PE staff room

· Jewellery worn by person.
Could sustain sharp injuries cause by piercings and other metal.
Advise users to not wear jewellery whilst playing

· Exhaustion and dehydration could mean the person faints or loses energy.
Water fountain near changing rooms. Drink took in with the person to decrease likelihood of fainting and dehydration.

· Asthmatic attacks
Person urged to take any medical equipment inside with them to lower the possibility of an attack happening.

· Tripping over filming equipment.
Can cause injury to body and limbs
Always point out where the equipment is and make the surrounding area safe and fall proof.

Advert 2- Fitness advert and sponsorship advert– Fitness gym at Highfields

· Tripping over equipment, falling over on to equipment.
Could cause injury to parts of the body.
Advise the person to be aware. Know the location of the first aid box in the PE staffroom

· Exhaustion and dehydration from using the bikes.
Drinks taken into the room. Decreased likelihood of fainting with a drink always there.

· Asthmatic attacks and breathing problems
Medical equipment taken into the room. Knowing where the first aid kid is located and the nearest member of staff and contact in case.

· Tripping over filming equipment.
Can cause injury to body and limbs
Always point out where the equipment is and make the surrounding area safe and fall proof.

Rooney PowerAde advert analysis

Rooney vs Rooney advert

1.       What features does this advert contain? (Real time, Repetition, Speech, Dramatic action, demonstrative action, symbolism, music and sound)
Speech: A voiceover explaining what the product does and about hydration
Demonstrative action: The advert shows Rooney using the product at the end of the trailer. There is a close up of Rooney drinking the PowerAde.
Music and Sound: The music keeps up with the tempo of the game and provides a constant beat for the. The sound effects of the two players hitting each other and scoring goals create a footballing atmosphere.

2.       What type of TV advert is this? (Dramatization, testimonial advert, demonstration adverts, spokesperson/sales pitch, documentary, song and dance production, analogy advertisements)? This PowerAde advert is a demonstrative advert. The football player is demonstrating the effect this drink has on him whilst he plays against himself who hasn’t taken the drink. This shows how the drink enhances the player’s performance.

3.       Who is the target audience for the product? (Age, gender and other factors)? The advert is targeted at any people who play sport who want something to enhance their performance. The advert is mainly male focused as we see Wayne Rooney fighting off himself in an aggressive, contact way.

4.       What image is constructed for the product (improvement, more attractive, cooler) use specific terminology (identify camera shots, mise-en-scene, diegetic sound)? The image for this product is that it enhances your performance and improves your ability in a physical activity. The fast paced camera switches show how the advert could improve your speed. The close ups showing the top corner goals portray the ability of the player after he had taken the drink. The night atmosphere shows a serious tone to the advert and a hard centre.

5.        What social groups are represented in the advert and how are they represented? (Age, gender, ethnicity, social class and other groups)? The social groups which are represented in this advert could be footballers and athletes. They are represented as competitive and have an aggressive drive to score.

6.       What mode of address is used? (Style and tone. Serious or funny, formal or informal, combination) why is this the case? The style of the advert is serious and conveys a serious message of performance and physical activity. There is a combination of seriousness but also informal. A game of football wouldn’t be considered formal as it comes with all the physical activity and the harshness of the game which we can see from Rooney shrugging off and battling with himself in this advert. There is still the serious tone as PowerAde are trying to portray that the drink brings out a more powerful side to the person who drinks it, we see this from the performance of Rooney as his face is constantly focused on the game and the goal.

Ikea Cats advert analysis

 



1.       What features does this advert contain? (Real time, Repetition, Speech, Dramatic action, demonstrative action, symbolism, music and sound)
 The IKEA cats advert is a music and sound advert. It contains no speech or real time advertising. It could be seen as a symbolic advert as the last message states ‘It how it makes you feel’ with a cat sleeping in a comfortable IKEA bed. The music included is a slow, piano song which emphasizes peace and the comfort of the furniture which IKEA use.

2.       What type of TV advert is this? (Dramatization, testimonial advert, demonstration adverts, spokesperson/sales pitch, documentary, song and dance production, analogy advertisements) This advert is an analogy as the cats are shown to be comfortable and peaceful in their IKEA environment. It could also count as a demonstration advert as the furniture is shown being used by the cats.

3.       Who is the target audience for the product? (Age, gender and other factors)
The target audience for the product would be young adults and families. People who own homes as they are more likely to be looking for furniture to be used around the house. It would be directed at males and females as the furniture is unisex and isn’t biased towards one gender.

4.       What image is constructed for the product (improvement, more attractive, cooler) use specific terminology (identify camera shots, mise-en-scene, diegetic sound)
The image that has been constructed for the product is that it makes the home more comfortable and how the furniture makes you feel in the house. The close up on the cat in the bed signifies the ease and cosiness of the furniture and that it makes even animals feel like they are at home. The non-diegetic sound is the piano music which IKEA have chosen, this may be because its relaxed and laidback which is the message which they are trying to convey

5.       What social groups are represented in the advert and how are they represented? (Age, gender, ethnicity, social class and other groups)
The social groups being represented in the advert are middle class as IKEA furniture comes with a price tag and most of the furniture displayed looks of a high quality which means

6.       What mode of address is used? (Style and tone. Serious or funny, formal or informal, combination) why is this the case?
The style of this advert is light hearted with a light message. It isn’t meant to be a serious advert with a serious message. The cats and the piano music adds a light hearted feel to the advert but still stays sophisticated and classy.

ASA

ASA - Advertising Standards Authority

The ASA are the Advertising Standards Authority



The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. They apply the Advertising Codes, which are written by the Committees of Advertising Practice.



3 Their mission is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society.




The ASA is funded by advertisers through an arm’s length arrangement that guarantees the ASA’s independence. They receive no government funding and there work is free to the tax payer.



5. What are the key principles of the advertising codes – advertisements should not mislead or cause serious or widespread offence or harm, especially to children or the vulnerable.
The key principles stop advertisers from giving out false information and manipulating viewer’s minds.



6. With regard to advertising regulation, what is pre-clearance? – Advertisements must reflect the spirit, not merely the letter, of the code. Advertisements must be prepared with a sense of responsibility to the audience and to society. Advertisements must comply with the law and broadcasters must make that a condition of acceptance.



7. How many complaints do the ASA need to receive about an advert before deciding to investigate? – With any complaint we receive, our focus is on providing a fair and thorough process for all involved. If they receive a substantial amount of complaints then the ASA investigate on the advert and see if it’s worth ruling out.



8. What might make adverts controversial? - The adverts might be seen as controversial if they offend encourage any type of cruelty. I Agree that the Paddy Power advert verdict is correct as it is meant in a light hearted tone.
The Marie Stopes advert also received the correct verdict as the advert is meant to promote post-conception advice service and not abortion.
The Irn-Bru advert however is controversial as the animals are led to a butcher and its advertising a drink for all ages which means all children and teens may be encouraged or offended by this advert.
The CO2 advert is exaggerated about the likelihood and impact of extreme weather conditions. However I don’t think it was that bad enough to pull the advert so the ASA made the right decision.
The maritalaffair billboard should have been pulled as it encourages affairs and shows that it’s acceptable.
The John Lewis advert isn’t harmful and the segment with the dog is small so it didn’t endorse animal cruelty
The Oven pride advert is light hearted and meant in a funny manner so the ASA made the right decision
The magazine advert should have been pulled as it does show personal correspondence and it could mislead people into thinking they actually need it.
The marmite advert is light hearted and doesn’t try to relate specifically to the politics of today so the ASA made the right decision
The Durex advert is fine on TV as it doesn’t promote sexual scenes or images.



9. http://www.youtube.com/watch?v=CSG807d3P-U&feature=player_embedded
this is a banned UK Levis advert. It’s clear to see that it is banned for wrong use of disability and also sexual content when the girl buttons up in front of the mans face.



http://www.youtube.com/watch?v=qNuRQmvykwk&feature=player_embedded
This is a Xbox 360 advert which was banned in 2005. Its clear that the advert is banned for gunplay and possibly glamorising shooting



http://www.youtube.com/watch?v=OknElEusVhM
This is a banned advert from Apple who are advertising their iPhone 3G. It was banned for false advertising as customers aren’t guaranteed ‘Really fast’ speeds as connections vary where the users are.



http://www.youtube.com/watch?v=MGmEcuzvl9k
This advert is for the Ford SportKA. Just from watching the video we see a Pigeon killed from the Hood of the car. This was obviously banned for animal cruelty and how they try to portray it in a comedic and funny way.



http://www.youtube.com/watch?v=7LK2bsvBYac
This is an advert for Blue Planet which was banned for Adult language even though it isn’t coming from a humans mouth. It has sexual intention which is the main reason as to why it is banned in the UK.



10. Taking into account all the research on ASA and banned commercials it is clear that the advert needs to have certain rules and guidelines for it to be deemed acceptable in the UK. For example the advert must not contain any sexual content or bad language. Also it cant have the intention either which is clear from the Xbox advert with the shooting. The advert mustn’t contain false advertisements so it is important that I am careful in what I say the product does.