The Advertising Standard authority was founded in 1961 the company itself took over a company called the Committee of Advertising Practice (CAP). In 1962 CAP decided to work with the company called ASA (they form together as a team).
https://www.asa.org.uk/
What is the role of the ASA in the regulation of advertisements?
Their roles are to investigate any of the complaints that the consumer make about certain advert that break the codes of practice within the advert. The ASA would have to check the advert to see if it had broke any codes of practice. However if they are not able to solve the consumer's problem they will try to direct the consumer to the right body.
They regulate most areas of advert but not all but they include:
Magazine and newspaper advertisements
Radio and TV commercials
Television Shopping Channels
Advertisements on the Internet, including:
banner and display ads
paid-for (sponsored) search
Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook
Commercial e-mail and SMS text message ads
Posters on legitimate poster sites (not fly posters)
Leaflets and brochures
Cinema commercials
Advertising within smartphone and tablet apps
Direct mail (advertising sent through the post and addressed to you personally)
Door drops and circulars (advertising posted through the letter box without your name on)
Ads on CD ROMs, DVD and video, and faxes
Sales promotions, such as special offers, prize draws and competitions wherever they appear.
Online behavioral advertising
3. What is the legal standing of of the ASA in relation of ofcom?
The ASA cannot fully ban the advert altogether, however if any advert breaks the codes of practice it will be directed to ofcom to decide whether to ban it or not. Ofcom mainly regulate anything to to do within communication through phone devices and they make sure that the consumers are protected from scams and sharp practices
4. What are the procedure of the organisation?
It would take one person to complain about a advert and they take action upon it. They would then investigate any of the complaints that the consumer make about certain advert that break the codes of practice within the advert. The ASA would have to check the advert to see if it had broke any codes of practice. However if they are not able to solve the consumer's problem they will try to direct the consumer to the right body.
5. What are the key parts of the code governing food and soft drinks advertising and children and advertising that you think will be important?
The codes of practice are different between the adult advertising and children advertising the reason is because they take the children adverting more serious. The reason is simple children are more naive than adult.
During the advert you will see people eating 'The new ZingerCrunchSalad' and people talking with whilst lips syncing to the song. This advert was banned by the ASA the reason is because this advert broke the codes of practice for adverting. This is done during the time of the time of 0:01 where it shows a speaking with their mouth full. The reason why this advert was banned is because it showed a copycatting element to it which would make children do it and gain habit to do it.
During this advert you will see that there is a clown who associates with them in a childish manner until the the last bit where he becomes very aggressive and start being a bully because the child is eating McDonald instead of playing with hum. This advert was banned because it broke a lot of rules for children codes of practice and it had a very violent tone towards the end.
During this advert you will see a women pushing out her baby. All of a sudden you will see that a baby shoots out of the window and start flying toward the graveyard as well as getting slowly older and is naked from the start. This advert was banned because it was very inappropriate.
https://www.youtube.com/watch?v=vH2LsFcWOFY
During this advert you will see that a mum is changing a baby diaper and that she is annoyed by it. The ASA banned this advert and the reason is because it showed signs of the mum not caring for the baby.
Camera angles can reflect how powerful the subject is advertised which can either be weak or powerful. It can sometimes be used to reveal what the subject is looking at like a cutaway editing technique. An example of an advert which uses this convention is the Hyundai Super bowl commercial. The reason why this is a good example is because the advert conveys this convention between the time of 0:18-0:19. The first shot illustrates the celebrity looking at his watch which is an over the shoulder shot and then the next shot shows a close up of the watch. This therefore shows that this convention is used. The effect of this convention that it has on the audience is that it allows the audience to see the things that you would not see clearly from mid shot or a long shot..
Iconography
Iconography are a type of advert which are quite memorable. These adverts often make the audience identify the product in quick succession. It can also be the way the advert tries to represent the celebrity so that the product looks bigger than it actually is. An example of an advert which uses this convention is the Hyundai Super bowl commercial. The reason why I used this example is because the advert produced this type of convention. This is done during the time of 0:04 where we are shown a shot of Kevin popping his head out of the door. The effect of the iconography that is used in this advert is that it would often surprise the audience as they may not expected to see him and it makes the product look bigger than it is.
Editing
At one point of this advert it illustrates an editing technique such as montage. The montage is used to illustrate the locations of where the dad, his daughter and her boyfriend are. This montage is shown after 17 seconds. This proves that a montage is used in this advert. The effect that it has on the audience is that it keeps them engaged and excited throughout the advert.
Lighting
In this advert they use artificial lighting, the reason why they do this is because is the advert is set during the evening. This is shown during the start of the advert. It's good that this advert had used the artificial lighting otherwise we would not be able to see what the product looks like and it would not look aesthetically pleasing to the audience.
Sound
At one point of the advert the digectic sound effect is used to make the audience think that the cast member can hear the car door locking. During the time of 52 seconds we see that the car automatically locks itself which scares the boyfriend. This would make the audience laugh as it is quite humorous.
Music
At one point of this advert it uses the song called 'Another One Bites the Dust'. This song is used during the time of 16 seconds. The reason why the advertisers used this song is so that they can make the audience feel like dancing since the song has that kind of effect.
Computer Graphics
At one point of this advert it uses computer graphics to illustrate the looks of the company brand. This is used at the end of the advert which it shows the logo of the car company. The effect that this has on the audience is that it allows them to see clearer of where the car within this advert comes from in terms of car company.
Special Effects
The special effect that is used in this advert is a green screen. They used the green screen to indicate that Kevin Hart is watching over his car and also his daughter. This is done during the time of time of 40 seconds where it shows Kevin Hart is flying with the balloons and making scary faces to the boyfriend. This makes the advert tone quite humorous for the audience as they would not have expected it and it is quite unusual to see this in ads.
Advert 2
(3) Toyota Advert (1:43-3:10)
Camera angle and shot
During the Toyota advert it illustrates a camera angle and also a match on action shot. This is done during the time of 2:15-2:19. The first shot is a long shot, which then goes to a low angle of the Toyota driving past the puddle and sprays the water on the monster truck. It goes to a cutaway shot during the 2:17 to show the reaction of two people, then a long shot of the two cars followed by a shot of the water being sprayed on the monster truck. This illustrates that a match on action was used and also a camera angle. The effect of the camera that was used makes the Toyota car just look as big as the monster truck. It will also make the audience want to buy the car because the interior looks very spacious.
Iconography
During the advert they show the iconography for the Toyota advert which is the mug because it shows the brand of the car company. This is shown during the time of 1:45. This clearly shows the iconic figure for the advert. The effect that it has on the audience is that it makes the audience remember the brand logo easily.
Editing
The editing pace is fast throughout the advert. It start quite quite fast and the pace goes faster on this Toyota advert. This shown after the time of 1:46 when the man starts to sing a rock music. The effect that this has on the audience is that it keeps the audience engaged and makes them have a lot of fun watching the advert since it uses a lot of montage editing.
Lighting
There is no artificial lighting that need to be used as they use natural lighting throughout the advert. If they had used artificial lighting it make the brand car look too bright and the audience may not have been able to see what it looks like.
Sound
At one point of the advert the digectic sound effect is used which is the mug wobbling when the car stops quickly. During the time of 2:40 seconds we see that the car stops and lets the ducks cross the road. This would make the audience laugh as it is quite humorous.
Music
At one point of the advert it used music. The genre music that was used in this advert is rock This is shown during the time of 1:47 when the man starts lip-syncing to the song. The music has an effect to the audience which is excited as the editing pace cuts tot the beat of the song.
Computer Graphics
At one point of this advert it uses computer graphics to illustrate the company brand. This is used at the end of the advert which it shows the logo of the car company. The effect that this has on the audience is that it gives them knowledge about the car company.
Special Effects
There is no special effects that is used. I think that the advertiser should have used special effect to make the car look aesthetically pleasing to the audience and it will make the car look better the Hyundai advert. The effect that this has on the audience is that it will make the advert look more realistic
They are often a type of advert which would make the audience laugh depending the scenario of the advert. Sometimes they can be be quite unexpected but sometimes the scenario would in general make them laugh. It could be a scenario about a person doing something quite stupid within the advert.
An example of an advert that uses lots of humorous tone is called MAOAM Advert 2016- Full on Till it's Gone! The reason why I chose this advert as an example of humorous is because it show a student dancing excited whilst eating the MAOAM sweet. He does the silly dance to make the audience laugh. He starts the silly dance during the time of 0:10. This therefore shows that this is a humorous advert.
This advert created an impact to the audience as it did entertain the audience on the advert. Another thing that this advert did is that they showed what the product does to a person whilst eating the product, this tell the audience on the life style appeal it has on them and it would make the audience see the light side of things.
Surreal
A surreal advert are a type of advert which has quite an unusual scenario, it could also relate to anti realistic advert because it is something would not see every day. It can be creepy, weird or something that you would want to question about. The scenario could be about a human eating himself because he is made out of ice cream.
An example of an advert that I think is quite surreal is called Cadbury's Gorilla Advert. The reason is because you will see a gorilla playing drum in the advert near the end. You will see a gorilla playing drum during the time of 1:17. This quite unusual, this is because the audience would not expect a gorilla playing drum and some audience may find quite humorous or may want to question why they chose a gorilla as their cast member for the drummer. When the gorilla starts playing the drums the audience thinks that the gorilla can play drum.
This advert create an impact to the audience because they saw for the first time a gorilla playing drums well. When the advert was finished the audience may have wanted to watch the video again because it got them questioning on what a gorilla has to do with the advert.
They are often the type of advert which show scene being over reacted. The reason why they do this to make the audience laugh or feel intense with the dramatic incidental music and over dramatic scene.
An example of an dramatic advert is called the Cadburys lunch bar. The reason is because they show a scene where a man over reacting whist watching a video. This done throughout the advert and they show a shot where a person watching him whilst he is watching the video.
The reason why they use dramatic scene within the advert is because it guide the audience reaction within the advert or sometimes it will make the audience laugh about it. The reason is because it is over reacted.
They are the type of advert which copy another advert or scene of a film but use it on advert to take the mick out of the scene or advert in a funny way so the audience would laugh about it and remember it. They may make a parody of somebody silly dance movement using slow motion and using the cast member could be fat rather than slim for the parody advert.
An example of a advert is called the Milky Way X File Parody Advert. The reason why this is a great example is because they take the mick out of the TV show called the X file. This is done during the time of 7 seconds where they are taking the mick out of the investigation scene.
The reason why parody is used in advert is because it allow people create a remake of a scene and take the mick out of it. Another reason why parody advert is used is advert is so that it slightly entertain the audience and also to make them laugh about or talk about it with each other.
Realistic Narrative
A realistic narrative are a type of advert which shows something that would happened in the real world. This could be a real life problem which may relate to some audience. The product would often try to show how it would solve that problem. This could be a scenario of a person having no energy whilst working out and how one product can change that feeling.
An example of an advert that I chose to use for the realistic narrative is called Lucozade sport. Throughout the advert they show the scenario of product testing on which product hydrates and fuels you better. At the end they show how the lucozade sport give you more energy than water in whilst working out. This is shown near the end of the advert where they show who the last man standing is which is the man with the lucozade sport drink. This is shown at the time of 26 seconds.
This advert create a lifestyle appeal tone to the audience this is because at the time of 26 seconds it shows who the last man standing. At the end of the advert it shows a fact which says hydrate and fuels you better than water. This tells the audience how the product will help you whilst working out in the gym.
Anti-realistic Narrative
An Anti realistic narrative are a type of advert which has an unrealistic storyline to it. They could be a storyline of things that the audience may not believe or they are things that you would not expect to see in advert. The scenario which has unrealistic storyline to it could be about a crocodile eating cheese which they would not in real life.
An example of an advert that has an anti-realistic advert element to it is called Panda cheese. Although the advert does sets quite a humorous to it however there are some unrealistic element to it which is when the panda acts violently because the the does not want to buy cheese. Secondly you would not see panda in pubic shops at all and you would not see a panda jumping on top of the food. This is done during the time of 30 seconds where the panda is jumping on top of food because the dad does not want to buy the cheese.
This advert uses some foreshadowing elements in terms giving the audience hints what the shots would look like next. This is done when the panda throws the trolley over whilst the father and the panda have a stare off. This is illustrate between the time of 25 seconds where it shows 2 separate close-up, one on panda, one on father, then there is a long shot of the panda throwing the trolley. Then the next shot is a cutaway which guides the audience emotion because it shows a two shot of the expression of the father and the daughter which is shocked after the panda had thrown the trolley. The scenario also relate to a slogan which says 'NEVER SAY NO TO A PANDA'.
Animation
It is a type of advert where it is just animated not filmed in the real world but in a quite fantasy world. Sometimes they use cartoon character whilst using CGI effect to make the cartoon appear like they are in the real world when they are not. In animation advert they use anime fantasy world to appeal to the younger audience.
An example of advert that is an animation advert is called the Cadbury Caramel advert. The reason why this would be a great example of an animation advert is because the location, characters and the chocolate itself looks drawn and it is shown to animated throughout the clip and it looks colourful. This therefore tells the audience that it is a cartoon advert.
This advert would appeal to the audience who are younger, the reason is because the younger would like to watch these type of advert. The advert does use some humorous tone when the squirrel is looking for the chocolate when the rabbit has got the bar. This is done during the time of 18 seconds.
They are a type of advert which the host talks to you about how good their product is. They are often a longer advert which shows sometimes how the consumer feel whilst using their product or whilst eating confectionery products.
An example of a advert that is a documentary advert is called the Bed advert. The reason why this is a great example of an documentary advert is because they talk about how their beds in their store is good. This is done at the time of 40 seconds where they illustrate that.
The reason documentary have an impact to the audience it is because the host often tell you on the product they sell and why you buy it. This may make the audience want to buy the product and that is because it will interest them a lot.
They are often adverts which have people who have tried their confectionery product and those people talk abut how good the product is and how it will help the audience life style so it would appeal to them.
An example of an advert is called Haribo Starmix and that is because they get people into a meeting and they talk about the how the good the product is to them using a child voice. This done at the time of 10 second where somebody is talking about how they feel whilst eating the product.
The reason why they have this type of technique within the advert is because it allow the audience to keep thing think on how the product taste. This will also make the new audience want to try a new product and that is because it will interest them a lot about the product.
Stand Alone
They are often the type of advert which advert, the reason why it may be is because it may contain celebrities or usually something that they the company does not use put usually in the advert. This would often be shown during the special event times.
An example of an advert that is a stand alone advert is called the Mars bar football advert and that is because it show celebrities when mars bars does not not usually use professional footballer. Another thing that is a bit different is that they show a man acting like coach after eating the mars bar chocolate. This is done at the time 8 seconds where it shows a man talking to footballer.
They reason why stand alone advert is used is that often company would like to make that specific advert as best as it can be so it look very exciting for the audience to see. This will therefore also make the audience want to see advert again and again and also make them want to but the product.
Series
They are a type of advert which are not one off. These are types of advert which carry on for a lot of adverts, with the same cast. This may be that the same cast may be part of the company advert for more than 5 advert which what a series is. They often show the same outcome of a scenario or situation each time within the adverts either to make the audience feel sorry for them or happy for them.
An example of a advert that uses their advert as a series is called The Confectionery Advert. The reason why this is a great example is because it shows two sweets talking to each other, infact all of the confectionery advert is just based on conversation or socialising it hasn't change at all. This done during the time of 13 seconds.
By making it a series advert the audience would be able to the true purpose, this would therefore make audience that sort of situation to happen all the time, however it may make the feel bored about watch so many of the same scenario to happen. The only thing that changes within these advert is the looks of the product and voice over actor to keep the audience guessing on who is talking.
The Cadbury's company tried to make their advert memorable by making the gorilla being able to play with the drum properly with the drum stick. This happens at the time of 0:59, this moment would make the audience remember because they may not have expected, that a gorilla can play drums. The advert is effective because of the way they use the gorilla and also the way they relate to the audience who plays with drums. The good thing about this adverts would be the use of the sound the reason is because it sound quite exciting towards the end.
Advert 2
This advert had a memorable moment to it, this is done during the advert when a man is eating the Doritos instead of looking how happy the mum is. Then all of a sudden the baby is moving his /her hand to the direction of the Doritos. This would make the audience remember about the advert, this is because it is quite unusual to see a baby moving his hand in the direction of the Doritos. By showing the way that the baby wants to have the crisp it may bring in new audience's who may not have tried the crisp and that therefore means that the company can sell more of their crisp to a wider range of audience. The technical strength would editing be the editing pace which fit the pace of the incidental music and the sound effect which sounded quite humorous.
Advert 3
What make the advert memorable is when the elder brother stood up for his younger brother against the bullies. This advert would appeal to the target audience who have been bullied by someone and then someone stood up for them that day. This advert is very effective as the story line fits with the title name of this advert and on this advert it relates to what some of the younger audience face through sometimes. the technical strength would be the sound because it sounded quite good.
Advert 4
Mr bean snickers
What makes this advert memorable is when a Rowan Sebastian Atkinson fell into a building and crashed through it very humorously. Another thing that is memorable about this advert is the celebrity. what make this advert very effective is the way the celebrity eats the chocolate and how he felt after eating it. By doing this it may convince the people who likes the celebrities to buy the snicker bar. the technical strength would be the editing pace because it was fast and it look exciting.
Advert 5
The things that makes this advert memorable is when a man tell the football players from the England how to score. After that the England's team scores the goal and wins the match. Another thing that makes this advert memorable is the football players because they are well known. The way the advert make their product look effective is by making the man from the crowd act like their manager once he had the snicker. This is done at the time 0:04-0:15 where he eats the mars bar and tells the players how to win the game. Once the audience watches this advert they would think the mars bar help you think clearly because of the scenario. The strength of this advert is that it is fast pace and reflect the mood of the match which is action pack and also intensity, the reason is because England had to score a goal within 20 seconds or the match would be over. Another technical strength is the camera work because they made the advert look exciting by using lots of different shots.
Advert 6
Mcdonald Monster inc
What make this advert very memorable is the two monster inc characters, the reason is because they are well known especially to the children. The way this advert tries to make their product effect is by making a deal with us if we buy a happy meal which is toys. Another thing that may have made their product look effective is that there are lots of toys that the target audience can get if they get it as a happy meal. the technical strength would be the jolly music because it will make the audience feel happy.
Advert 7
Kevin hart scaring the boyfriend (top 2) (0:37-1:35)
This advert is very memorable, the reason is because they use a comedian celebrity called Kevin Hart. In this advert they are advertising the Samsung watch. Another thing that this within the ads is the way Kevin Hart scares the boyfriend in lots of different location. The good thing about this advert is that editing pace of this advert is quite fast which make the advert look very exciting especially with the amount of events that happens in the advert. This advert promotes their product a lot during the advert to show what the Samsung watch can do for someone who wants to track their car. With this information that the audience have in their mind after watching the advert they will want to buy the watch because of the watch abilities.
Advert 8
marvel and coca cola advert (top 6) (5:12-6:12)
What make this advert memorable is when hulk drink the coke the reason is because the audience would not have expected that a coke could make hulk calm down. Another thing that is memorable is the marvel character because a lot of audience like these characters who are hulk and Ant-Man. The only way they made their product look effective is they way the hulk calms down. The only technial strength would be is the use of special effect such as CGI and the camera. work
Advert 9
Snickers
The most memorable moment that is on this advert is when a man disturbs a football match by riding in the tank to the match and smashing through the gate and crushing the cars. This is done between the time of 0:08- 0:17. The only way the product looks effective within this advert is the way the man in the tank looks and the way the footballer looks. One is muscular and one is slim. The muscular mans gives the snicker to the football and tells him "to get some nuts". The only technical strength on this advert is the camera work and that is because there are lots of different shots within the advert.
Advert 10
M&M's advert
The most memorable moment about this advert is when red m is dancing for the chocolate m in the disco, this reason is because it is quite humorous. This done at the time of 0:16-0:28 where the red m is dancing for the chocolate m. The only they can make the product look effective is by making a humorous tone for the advert. the technical strength would be the sound choices that was put in this advert it work well together overall and I think most audience would enjoy watching it because of the scenario of this advert.
The age range that this advert would be suitable for 10 years to 30 years. The reason is because this advert would not appeal to the older audience. The gender would be both, the interest that the audience would have is whether the can play the instrument or not. Location would be worldwide as they do show specific location they are targeting and the company advert usually targets world wide. The ethnicity would be all as the advert as the advert does not heavenly choose to target any race.
socio economic group
The socio group that this would be for is the people A-C2 as they will get more money within the job whereas the people below that range would not have as much money because they do not get as much money in their job and it because they will not be able to treat to themselves to much luxury.
Technique
One of the technique it uses self perception the reason is because it relate to people who play an instrument. This advert uses personal identity as the advert tries to reflect to the audience who like to play drums. http://www.youtube.com/watch?v=mSRkX7MSlKQ
The age range that this advert would be suitable for is 7 years old to 18 years old. This reason is because it would not make the elder audience laugh about it they would not understand what the advert is about. The gender would be both, the interest that the audience would have in this advert is sweets. Location that this sweet can be targeted at is at the UK and USA as they will be well known. The ethnicity would be all as their are no specific race that the audience is trying to target at but tall.
Socio Ecomomic
The socio group that this would be for is the people A-C2 as they will get more money within the job whereas the people below that range would not have as much money because they do not get as much money in their job and it because they will not be able to treat to themselves to much luxury.
Technique
The technique that this advert use is entertainment/diversion. The reason is because the advert tries to entertain the audience by trying to make them laugh through the use of funny voice over.
Emotion response advert
The age range that this advert would be suitable for is 18 years to 50 years. The reason is because the younger that may watch this may get distressed. The gender would be both as they will like both genders to donate some money. The interest how people have to cope their life in a different countries The location would be worldwide. Ethnicity would be all as this advert want everyone to donate money.
Socio Economic
The socio group that this would be for is the people A-C2 as they will get more money within the job whereas the people below that range would not have as much money because they do not get as much money in their job and it because they will not be able to treat to themselves to much luxury.
Technique
The technique that this advert use is personal identity. The reason is because this advert is relating to the people who are in a different country that are poor and not as wealthy.
The age range for this advert would be people around at the age of 13 years to 50. The reason why this is slightly different for the age range is because it does not show much dirtiness as the other advert. The gender would be both as they just want donation from any gender to help people get rid of cancer. The interest would be in children. The location would be worldwide and ethnicity is all.
Socio Economic
The socio group that this would be for is the people A-C2 as they will get more money within the job whereas the people below that range would not have as much money because they do not get as much money in their job and it because they will not be able to treat to themselves to much luxury and they will be able to easily save money.
Technique
The technique that this advert uses a lot within the advert is personal identity as this advert does relate to a lot of people who had cancer or who has got cancer now and wants to get very soon.
Celebrity endorsement
The age range for this advert would be people around the age of 13-40. The reason is because some adults may be interested in sports still. The gender would be mostly male, the interest would be football. The location would be world wide as the product is well known. Ethnicity would be all.
Soci Economic
A-D The socio group that this would be for is the people A-D as they will they will not be able to treat to themselves to much luxury a little. Even though the people that work
Technique
The technique that this advert use a lot of within this advert is entertainment/diversion. The reason is because the advert shows lots of crazy montage shot moments when the new goal keeper does crazy saves.
One of the benefits that this advert offers is that they show variety of different type sweets that is in the packer of Starmix Haribo and the workers explain why they like it. In this advert they use the voice over of the child voice whilst the worker's are lips syncing to it , the reason why they may be doing this is because it will attract the audience who are watching this advert and it may make them want to buy that product for their children
Another benefits is the way the worker construct the sweets together, this is done at the time of 15 seconds where one of the workers explains why he likes the ring on the bear and what it looks like to him, which the man says "because it looks like a ring when they are going swimming." This quote relates to some of the audience who swim like that because they either do not want to drown or panic when swimming because they got at least a support equipment to help them swim. This may draw some attention to some wider range of of audience as some of the things are related to the audience.
Advantages over other similar products
At 0:15 the work illustrates what kind of sweets that the child can put together to make it look like something. By using the child voice in the advert it may tempt other range of audience to buy the product because the voice reflects what kind of words the child may say about these sweets. Whereas a product that may be similar to this is gold bears can't do that because there not different types gold bear you can construct together and.
Another advantage that Harbio has over the jelly baby's advert is that there is more than one type of sweet in a Harbio packet. This is shown throughout the advert as every worker within the meeting shows some of the sweets that are in their packet. Whereas there is only one type sweet in the gold bears sweets and that is just bears. This tells the audience that there are more variety of sweets to choose from the starmix haribo rather than gold bear haribo.
USP
One thing that no other product has is that not many advert shows what kind sweet you can construct together to make it look like something such as sandwich. Because this is the only product that allows the audience to construct sweet together to make it look like something it may bring in wider range of audience who are creative, the reason is because they may want to make the sweet look like something.
Lifestyle appeal
The life style that this that this advert offers is that they show the workers explain why they like it the sweet. An example would the love heart sweet which is done at the time of 8 seconds. The man explain his reason why he likes the sweet which he say "they make me feel love." by the man saying that using the voice over of a child voice it may make the audience think that that is quite cute
because they are hearing it from the children perspective.
Brand identity
The brand identity is shown on the haribo starmix at the middle of the screen at the end of the advert. The show the brand logo on the packet. The audience will be able to know what the brand look as it is clearly visible and it is quite. This will appeal to the target audience as it will make them want to eat the packet because the looks of the brand looks aesthetically pleasing
Benefits offered
One of the benefits that this advert offers is that they show sign language which will make the people who are deaf to be able to through their sign and understand what it means. This may bring new audience such as the deaf people. Another thing that this advert uses is subtitle so we can understand what the actor are talking about which is about dog as is shown throughout this advert.
Advantages over other similar products
Advantage in which Malteaser may have over another product is that the there are more quantity of chocolate in the box. This may bring in some audience who likes to grab a big snack as some of the audience may have been waiting to see bigger quantity of product which has more malteaser
USP
One thing that no other product has is that not many advert shows what shows sign language and subtitle. this is unusual as the audience may want to see the advert ask they would it is quite odd as most of their advert looks more interesting. This may bring in wider range of audience who are deaf because it will appeal to them.
Lifestyle appeal
The life style that this that this advert offers is that they show sign language the reason why the institution is so that it would specifically appeal to other niche audience who may want to know more what the product allows you to do. This will change the lifestyle;e of the deaf people as they will understand what sign is and they will want to to get the product.
brand identity
The brand is position at the middle of the table. This is shown throughout the clips where it shows a two shot of the 2 women are sitting at the table eating the malteaser which is position in the middle of the table. The audience will be able to notice, as they will be able to clearly see the malteasers and they will understand that malteasers as it is all about sharing.
