Tuesday, 19 November 2013
Monday, 18 November 2013
Monday, 11 November 2013
Case study of Advertising standards Authority and Ofcom
1) What is the background of the ASA?
The ASA was established in 1962, the ASA has the ability to refer advertisers to the OFT for unfair or misleading advertising , ASA were replaced by the control of misleading advertisements regulation in 1988.
(http://www.asa.org.uk/About-ASA/Our-history.aspx)
2) What is the role of the ASA in the regulation of advertisements?
The types of advert they regulate are on ones featuring on TV, radio, and print the ones which get complained by their viewers it only takes one person to complain about one ad to becoming upheld. They are funded by advertisers through a lot of arrangements that guarantees the ASA's independence. Who funds it?
(http://www.asa.org.uk/About-ASA/Funding.aspx)
3) What is the legal standing of the ASA in relation to Ofcom?
The power the ASA have is to upheld any adverts which they feel is not right after it has been complained by a viewer, the ASA judge the advert by the four words Legal, decent, honest and truthful. The advertisers which break the rule have to follow the rules enforced by ASA, they regulate under a contract from Ofcom. (http://www.asa.org.uk/About-ASA/About-regulation.aspx)
Ofcom still manage to see whether the advert should be breached or changed after getting it sent by the ASA, the final decision is made by Ofcom regulation.
(http://stakeholders.ofcom.org.uk/broadcasting/guidance/complaints-sanctions/standards/)
4) What are the procedures of the organisation?
You make a complaint through the ASA website, where they have a complaint form, or you can call them or even write to them, when you complain the ASA thereafter gives the name of the person dealing with your case, the person complaining about the advert is hidden from the advertisers. A formal investigation is done through the ASA council. They thereafter bring the advertisers, complainant and sometimes the broadcaster and try to sort things out, the advertisers may have justified reasons as to why there advert is alright and should be changed or upheld. After the information has all been collected and is considered the ASA council sees whether the advertising codes have been breached, if it is then the advert must be upheld or changed, if not then nothing needs to be changed but the ASA keeps that the advertising codes ruling is followed. ASA try to keep it as fair as possible, so their is no misunderstanding between the complainant and advertiser. (http://www.asa.org.uk/Consumers/How-to-complain.aspx)
5) What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?.
The key important rulings which ASA have enforced about the governing of food and soft drink is that all adverts should include nutrition such as vitamins and minerals. Whereas children advertising should not include misleading information, harm and offence, violence, sexual abuses, strong languages and last influential adverts.Overall the advert shouldn't be unsafe and unfair. (http://www.cap.org.uk/Advertising-Codes/Broadcast-HTML.aspx)
6) Choose at least four TV Advertising Case studies of two problematic food and soft drink and two children advertising.
KFC Advert- banned (bad manners)
This advert goes against the ASA ruling as this advert is complained of being bad manners, they are eating while they are speaking, in the ASA ruling it said that talking when having food in your mouth is known as very bad manners and this is why this advert has been upheld by the ASA, the TV advert shows the bad manners from the start at 0:02 till the end of the advert at 0:23. This impacts the audiences life as people will start speaking with food in their mouth, which is bad manners also another negative affect of this advert is because they have food in their mouth they are mumbling so you cannot tell exactly what they are trying to say. This advert benefits the institution as it is trying to promote KFC zinger crunch salad, and showing how tasty it is.
Tango advert- banned (promotes young children to drink fizzy drinks- unhealthy)
This advert goes against the ASA ruling and maybe have to be upheld or changed as this promotes young children to drink fizzy drinks which is not healthy for them, the way the advert is portrayed shows a little boy drinking the tango and that is why this promotes young children to drink tango and also shows obesity. At 0:42 you see the boy drinking the fizzy drink while sitting down. This impacts the audiences life as it promotes that tango is very good to drink and does not show how unhealthy it is and how much sugar it has. This benefits the institution as it clearly shows what they are trying to promote by having the little bpoy even drinking the tango in the advert.
PSA Stop bullying banned (bullying)
This advert goes against the ASA ruling as this promotes people that bullying is fine, in the ASA ruling it has been said any sort of violence or attack should not be allowed in the advert, this advert clearly shows bullying, and portrays it in a positive light thinking that is good. 0:10 you see two girls talking about another girl and starring and laughing at her. This impacts the audiences life as it promotes them that bullying is fine, this institution shows clearly that the girl is being bullied only to show their audiences that bullying is not acceptable and it is not the right way to sort it out or argue. This video is clearly made to stop bullying the information we gain is that bullying is not good and shouldn't be done.
Children influenced by older men and women- banned (child influence)
This advert goes against the ASA ruling and can maybe upheld or has to be changed as this shows that children learn everything from older adults, this advert shows a little boy copying everything the people do a clear example shown of the bad influence to the young child is at 0:18 where he is following a woman up the escalators and is smoking, this promotes young children to smoke which is very bad, so this is why the ASA may upheld this advert or may tell the advertiser to change it. This impacts the audiences life as it promotes young children to copy from older adults whether it is doing something good like reading a book or something bad like smoking, now day and age children start smoking at a very young age from the influence of their older siblings and friends. This benefits the institution as it shows that children are free to make and destroy their life, and also shows that they are free to travel on their own and be influenced by older generation. The information we gain from this advert is that children can be influenced very easily, so do not do anything in front of children or don't do it at all which children may pick up.
The ASA was established in 1962, the ASA has the ability to refer advertisers to the OFT for unfair or misleading advertising , ASA were replaced by the control of misleading advertisements regulation in 1988.
(http://www.asa.org.uk/About-ASA/Our-history.aspx)
2) What is the role of the ASA in the regulation of advertisements?
The types of advert they regulate are on ones featuring on TV, radio, and print the ones which get complained by their viewers it only takes one person to complain about one ad to becoming upheld. They are funded by advertisers through a lot of arrangements that guarantees the ASA's independence. Who funds it?
(http://www.asa.org.uk/About-ASA/Funding.aspx)
3) What is the legal standing of the ASA in relation to Ofcom?
The power the ASA have is to upheld any adverts which they feel is not right after it has been complained by a viewer, the ASA judge the advert by the four words Legal, decent, honest and truthful. The advertisers which break the rule have to follow the rules enforced by ASA, they regulate under a contract from Ofcom. (http://www.asa.org.uk/About-ASA/About-regulation.aspx)
Ofcom still manage to see whether the advert should be breached or changed after getting it sent by the ASA, the final decision is made by Ofcom regulation.
(http://stakeholders.ofcom.org.uk/broadcasting/guidance/complaints-sanctions/standards/)
4) What are the procedures of the organisation?
You make a complaint through the ASA website, where they have a complaint form, or you can call them or even write to them, when you complain the ASA thereafter gives the name of the person dealing with your case, the person complaining about the advert is hidden from the advertisers. A formal investigation is done through the ASA council. They thereafter bring the advertisers, complainant and sometimes the broadcaster and try to sort things out, the advertisers may have justified reasons as to why there advert is alright and should be changed or upheld. After the information has all been collected and is considered the ASA council sees whether the advertising codes have been breached, if it is then the advert must be upheld or changed, if not then nothing needs to be changed but the ASA keeps that the advertising codes ruling is followed. ASA try to keep it as fair as possible, so their is no misunderstanding between the complainant and advertiser. (http://www.asa.org.uk/Consumers/How-to-complain.aspx)
5) What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?.
The key important rulings which ASA have enforced about the governing of food and soft drink is that all adverts should include nutrition such as vitamins and minerals. Whereas children advertising should not include misleading information, harm and offence, violence, sexual abuses, strong languages and last influential adverts.Overall the advert shouldn't be unsafe and unfair. (http://www.cap.org.uk/Advertising-Codes/Broadcast-HTML.aspx)
6) Choose at least four TV Advertising Case studies of two problematic food and soft drink and two children advertising.
KFC Advert- banned (bad manners)
This advert goes against the ASA ruling as this advert is complained of being bad manners, they are eating while they are speaking, in the ASA ruling it said that talking when having food in your mouth is known as very bad manners and this is why this advert has been upheld by the ASA, the TV advert shows the bad manners from the start at 0:02 till the end of the advert at 0:23. This impacts the audiences life as people will start speaking with food in their mouth, which is bad manners also another negative affect of this advert is because they have food in their mouth they are mumbling so you cannot tell exactly what they are trying to say. This advert benefits the institution as it is trying to promote KFC zinger crunch salad, and showing how tasty it is.
Tango advert- banned (promotes young children to drink fizzy drinks- unhealthy)
This advert goes against the ASA ruling and maybe have to be upheld or changed as this promotes young children to drink fizzy drinks which is not healthy for them, the way the advert is portrayed shows a little boy drinking the tango and that is why this promotes young children to drink tango and also shows obesity. At 0:42 you see the boy drinking the fizzy drink while sitting down. This impacts the audiences life as it promotes that tango is very good to drink and does not show how unhealthy it is and how much sugar it has. This benefits the institution as it clearly shows what they are trying to promote by having the little bpoy even drinking the tango in the advert.
PSA Stop bullying banned (bullying)
This advert goes against the ASA ruling as this promotes people that bullying is fine, in the ASA ruling it has been said any sort of violence or attack should not be allowed in the advert, this advert clearly shows bullying, and portrays it in a positive light thinking that is good. 0:10 you see two girls talking about another girl and starring and laughing at her. This impacts the audiences life as it promotes them that bullying is fine, this institution shows clearly that the girl is being bullied only to show their audiences that bullying is not acceptable and it is not the right way to sort it out or argue. This video is clearly made to stop bullying the information we gain is that bullying is not good and shouldn't be done.
Children influenced by older men and women- banned (child influence)
This advert goes against the ASA ruling and can maybe upheld or has to be changed as this shows that children learn everything from older adults, this advert shows a little boy copying everything the people do a clear example shown of the bad influence to the young child is at 0:18 where he is following a woman up the escalators and is smoking, this promotes young children to smoke which is very bad, so this is why the ASA may upheld this advert or may tell the advertiser to change it. This impacts the audiences life as it promotes young children to copy from older adults whether it is doing something good like reading a book or something bad like smoking, now day and age children start smoking at a very young age from the influence of their older siblings and friends. This benefits the institution as it shows that children are free to make and destroy their life, and also shows that they are free to travel on their own and be influenced by older generation. The information we gain from this advert is that children can be influenced very easily, so do not do anything in front of children or don't do it at all which children may pick up.
Friday, 8 November 2013
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