ASA-
For my advertisement material I had to ensure that the products I was showing were a true representation of what a customer would recieve upon buying a Vintage Leather Bag company product. This was to clarify that the advert was in no way misleading which could be picked up by the Advertising Standards Authority, We chose not to include prices in the advertisement which could be misconstruded by the audience instead relied upon the synergy and repetition of branding and social media to spark a genuine interest from the target audience. In order to stay within the broadcast code given by the ASA i have made sure that all legal documents regarding the privacy of those who contributed have been signed and dated, this includes a consent and release form which allows us to use the likeness of both models - without this the advert would not be allowed to be broadcasted. Alongside this, there is no information in the advertisement regarding the name or age of the models which would need protecting.
The product we are advertising is in no way restricted such as cigarettes or alcohol would be, therefore did not need special consideration to stay within the broadcasters code, however as stated above it was paramount that we were to portray the bag in the exact same way a customer would recieve it - we did this by using a variety of styles that the company has on offer.
The advert does not feature any persons under the age of 16 an in no way promotes and unhealthy behaviour therefore is suitable for both watershed and post watershed viewing, the ASA have specific rules on what can be shown to children and in no way does any of our advertisement breach any of these.
These include:
- Glorification of bullying
- Condonement of practices detrimental to a childs health
- Representation of a child in a sexual manner
OFCOM -
Ofcom operates across a multitude of media platforms which is why their regulation is as important as it is for our media campaign. Our adverisement material is in no way harmful to a younger target audience and does not feature any discrimination or sexual content which is restricted on prime time television.
Wednesday, 7 June 2017
Tuesday, 6 June 2017
Evaluation
At the beginning of Unit 20 we were asked to analyse five media campaigns for how each of them was fit for purpose, how they met technical requirements and asethetical needs. From this i developed an understanding of how avertising campaigns operate and what makes them most desirable to target audieneces.
I chose to Create campaign material for an existing company - The Vintage leather bag company which primarily appeals to 16-24 year old proffessionals, this demographic has a 60/40 split between male and female which means that all material has to be gender neutral to promote more females to purchase the products. Our materials throughout all platforms have maintained the same style what with the reoccurance of fonts, images and hashtags which have been thought of in depth to appeal to both genders and a considerable age range. As made clear by the exisiting material of the company, they are wanting to appeal to an ABC1 demographic with a higher amount of disposable income - we have taken this information and reflected it in the choice of fonts specifically . I chose a modern serif eroded font to connote luxuriousness and its speckled (eroded) effect worked well with the vintage theme.
As part of the brief , The Vintage Leather bag company wanted us to promote their materials in an 'innovative and stylish way' which i think we aptly responded to this by producing a stop motion animation showing the different styles of bag in use, this animation also offered access to the social media page we also created in an effort to appeal to specifically the younger end of the age range. Should i have had more time to create this piece of the campaign i would have payed more attention to the finer details as in some areas there are continuity problems which wouldnt be expected in an advertisment for a quality product . To improve this i would spend more time analysing frames on Adobe Premiere and edit out any imperfections maticulously, in addition during the photography for the stop motion i would consider shot types and continuity more throughly.
Particularly for the print public domain advertisements, we edited the images so that it was clear of the quality of them, this included close ups of the bags features such as buckles and zips however in the normal print advertisements this is not as obvious due to the low key lighting used with the view to creating a sophisticated look. If i was to reconsider this choice, like the advertisements we studied at the beginning of the unit it would be my main priority to connote the quality of this product by using synergy more ruthlessly and choosing between the crisp, bright look and the darker sophisticated one rather than a mixture of the two as this could be quite confusing for the target audience.
Because of the vast amount of platforms we have distributed the media across i believe we have grasped the entire of the target audience firmly, it is likely that everyone would see a print or tv advertisment, however less likely for them to have access to social media - having this array gives the campaign prominence and less chance to be missed. Should i have time to improve this, i would try to create a cross over between the platforms, say by releasing teaser trailers on the social media page and links to the full video - we have however created this cross over with the print as both the header and display pictures for the campaigns twitter account show material used in print.
Because the majority of the materials were created using Adobe software, it was important to ensure that the completed material is accessible by the client . As part of this all print material was converted to .JPG rather than PSD and when exporting the stop motion from Premiere it was converted so that it was able to be uploaded to websites such as YOUTUBE and Twitter.
I chose to Create campaign material for an existing company - The Vintage leather bag company which primarily appeals to 16-24 year old proffessionals, this demographic has a 60/40 split between male and female which means that all material has to be gender neutral to promote more females to purchase the products. Our materials throughout all platforms have maintained the same style what with the reoccurance of fonts, images and hashtags which have been thought of in depth to appeal to both genders and a considerable age range. As made clear by the exisiting material of the company, they are wanting to appeal to an ABC1 demographic with a higher amount of disposable income - we have taken this information and reflected it in the choice of fonts specifically . I chose a modern serif eroded font to connote luxuriousness and its speckled (eroded) effect worked well with the vintage theme.
As part of the brief , The Vintage Leather bag company wanted us to promote their materials in an 'innovative and stylish way' which i think we aptly responded to this by producing a stop motion animation showing the different styles of bag in use, this animation also offered access to the social media page we also created in an effort to appeal to specifically the younger end of the age range. Should i have had more time to create this piece of the campaign i would have payed more attention to the finer details as in some areas there are continuity problems which wouldnt be expected in an advertisment for a quality product . To improve this i would spend more time analysing frames on Adobe Premiere and edit out any imperfections maticulously, in addition during the photography for the stop motion i would consider shot types and continuity more throughly.
Particularly for the print public domain advertisements, we edited the images so that it was clear of the quality of them, this included close ups of the bags features such as buckles and zips however in the normal print advertisements this is not as obvious due to the low key lighting used with the view to creating a sophisticated look. If i was to reconsider this choice, like the advertisements we studied at the beginning of the unit it would be my main priority to connote the quality of this product by using synergy more ruthlessly and choosing between the crisp, bright look and the darker sophisticated one rather than a mixture of the two as this could be quite confusing for the target audience.
Because of the vast amount of platforms we have distributed the media across i believe we have grasped the entire of the target audience firmly, it is likely that everyone would see a print or tv advertisment, however less likely for them to have access to social media - having this array gives the campaign prominence and less chance to be missed. Should i have time to improve this, i would try to create a cross over between the platforms, say by releasing teaser trailers on the social media page and links to the full video - we have however created this cross over with the print as both the header and display pictures for the campaigns twitter account show material used in print.
Because the majority of the materials were created using Adobe software, it was important to ensure that the completed material is accessible by the client . As part of this all print material was converted to .JPG rather than PSD and when exporting the stop motion from Premiere it was converted so that it was able to be uploaded to websites such as YOUTUBE and Twitter.
ADVERT FOR VLB
During the production of our advertising material, it was vital to us that all legal and ethical issues were addressed and thought about in some considerable depth to ensure we stayed within both OFCOM and ASA guidelines. Primarily our advertisement offers fair representation of both genders as both male and female models were used throughout the process of making the short clip. This shows the target audience that The Vintage Leather Bag Company are fully equipped to both male and female styles. The Advertising Standards Authority have strict codes of practice when it comes to the misleading of the general public, for this reason we have ensured not to portray any of the products in an untrue light and have not replaced the bags with others which could be deemed more asethetic - these are genuine products from the Vintage Leather Company . In addition to this we have not included any information on pricing of the bags which could be misinterpretted, this relies on the viewer being directly interested in the products.
Although we have featured the likeness of one woman in the production of this advert, we have adhered to legal laws by ensuring all participants even if not explicitly seen in the stop motion signed a release and consent form, this is in turn complying with ASA's standards on privacy. As part of the broadcast code it is important to not feature any restricted content such as cigarettes, alcohol or drugs without specific guidelines therefore non of the above have been shown in the advertisment.
We have also ensured to cover a variety of ethnicities in the production of our advertisment again to provide a fair representation of the brand, if this had not have happened it is likely that it would have been picked up on and could be seen as discriminatory toward other ethnic backgrounds.
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