6. What I have learnt about industry in relation to television or print advertising and how I intend to use this knowledge and understanding to ensure my production is appropriate to the media industry context of the set brief I have chosen.

 

Firstly, I researched who the ASA are which provided me with a background of the company and I explored the ASA rules in correspondence to Non-broadcast advertising, specifically print, which has enabled me to plan and produce print adverts which legally abides to these rules. 

Who are the ASA?

The Advertising Standards Authority is the UK’s independent advertising regulator. Furthermore, the ASA describe themselves as "the independent body that endorses and administers the Code, ensuring that the self-regulatory system works in the public interest. The ASA's activities include investigating and ruling on complaints and conducting research. The UK Code of Non-Broadcast Advertising and Direct & Promotional Marketing is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications (marketing communications)". 

The main rules of the ASA in connection to print:

Summary of ASA rule	How this has helped and advanced my knowledge
1.     Rules relating to social responsibility; legality and fair competition. It also spells out that the ASA applies the Code in the spirit, as well as the letter.	Marketing communications should be legal, decent and honest. This ensures that my advert will be prepared with the responsibility to consumers and society as my deodorant print advert will not portray any false ideas.
2.     Rules about making sure material are clearly identifiable as marketing communications/advertisements / advertorials.	My marketing communications will be obviously identifiable.
3.     A key and an extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of the word ‘free’; availability of products, comparisons, testimonials and more.	My marketing communications will not materially mislead or be likely to do so.
4.     Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy	My print advert will consider the prevailing standards in society and will minimise the risk of causing harm/offence as it will encapsulate the product positively. Furthermore, health conditions and procedures will be taken into account before shooting, to avoid any unsafe practices.
5.     Rules about depicting members of the public; referring to people with a public profile; implying endorsement and the Royal Family.	My print advert will not unfairly portray or refer to anyone in an adverse or offensive way. My male and female demographic profile is aged between 16-25, therefore I will be using 16-year-old models and portray them truthfully and expertly.
6.     Clarification of when the Code applies to political advertisements.	I will not be including political claims in my marketing communications, whenever published or distributed, whose principal function is to influence voters in a local, regional, national or international election or referendum as these are exempt from the Code and do not apply to the context of my print advert.
7.     An important section about promotions (e.g. competitions, prize draws, instant wins, front page flashes, charity promotions etc) and incentive schemes. The rules cover the administration of the promotion, as well as the publicity.	I will not be including any promotions with prizes on my print advert.
8.     A high level of scrutiny is applied to marketing communications for such products or treatments. These rules cover evidence levels (very high levels needed for medicinal claims); suitable qualifications for those claiming to treat; medicines rules; herbal and homeopathic product rules; cosmetics and hair growth/loss.	Any objective claims made in my print advert will be backed by evidence.
9.  A crucial section for anyone doing direct marketing and collecting or using customer information. Covers consent (opt in and opt out), retention of information and suppression requests.	My marketing communications will comply with all relevant data protection legislation.

I have marked in bold all critical details of the ASA rules to help me process the key information and I have also highlighted the specific ASA rules which clearly apply to my print advert, this will help me when completing the print advert.

In order to reconsolidate my understanding of the ASA non-broadcast codes on print adverts, I have annotated two adverts; one which conforms to the ASA codes and one which subverts the ASA codes, this will aid me to produce the print advert successfully as I will know what to and what not to include as a result. 

1.    1.  NHS smoking advertisement that received 774 complaints, upheld.

How this advert helped me to plan my print advert successfully:

·       -I will make sure that I do not portray my target audience in a negative manner which may cause widespread offence

·       -I will ensure that I contain suitable images which are not frightening or distressing to viewers of all ages

·       -I will ensure that the target audience of my advert is clear through the images that I portray

·       My print advert will not portray the models in an untrue or adverse way

2.     2.Schusev State Museum of Architecture, Discover the full story advertisement, voted one of the best adverts in 2013

How this advert has helped me to plan my print advert successfully:
- I will ensure that my target audience is clearly identified in my print advert
- I will ensure that my print advert does not cause harm/widespread offence and is innovative and imaginative and creates a sense of escapism for my target audience. 

- I will ensure that my print advert portrays the product positively and not materially misleads the target audience, as exemplified by the metaphorical perspectives of the museum in this print advert. 

- I will ensure that I include flattering images of my product which are legal, decent and honest. 

Total Film Magazine  

As specified in the brief, the adverts 'are to be placed in Total Film magazine' and the content should match the location.  

Total Film magazine is a very popular UK film magazine, which is published 13 times a year. It offers cinema, DVD and Blu ray news, reviews and features. With 75% of the audience being male, I will select quotes from mostly male films in order to engage with the target audience. The dedicated film goers/enthusiasts are men and women aged between 18-35 which overlaps with the target audience of 16-25 for the wave adverts. 

The target audience of Total Film magazine enjoy sharing their knowledge about films and want to know the latest news on Hollywood Blockbusters, stars and new releases. Total Film features major blockbusters - large franchises with star actors and features films a long time before the release date. Furthermore, Total Film magazine tries to highlight British films/ British industry talent, this is evidenced through the themed advert of 'Pirates of the Caribbean'. 

As evidenced by the image above Total Film magazine exhibits use of full bleed cover images, matching text colours to the image, bold fonts and bright colours which make it eye-catching. Therefore, when producing my adverts, I will ensure that I include all of these characteristics in order to mirror the Total Film Magazine.