Target Audience for Barnardo’sBarnardos has an incredibly diverse range of target groups both within andoutside the organisation, for example staff, volunteers and donors. Theprimary target audience for Barnardo’s advertising campaign are thosemembers of the general public who are most likely to donate to children’scharities.Certain areas of Barnardo’s work will focus on different target groups. Forexample, Barnardo’s family placement communications mainly target localauthorities, who fund their services, and potential adoptive and foster carers.TV advertising campaigns, target a wider national audience to raiseawareness and strengthen public support.The adverts I am focusing on, the target audience will be mothers and parentsin general, possibly adults who have a family.
Purpose of Barnardo’s AdvertisingThe main objective of Barnardo’s advertising is toestablish and build brand awareness in the publicdomain, drive the public’s affinity with their brand, and tostrengthen their case for public support. Basically,Barnardo’s want to become a more familiar brand, makepeople aware that their campaign is fair and is heading inthe right direction for all children born into poverty. Theywant the public to know of them as a brand and whatthey do and how they need to do it, so that this will helpto gain support and raise awareness.
Print AdvertisingPress advertising campaigns used visually shocking metaphors to draw attention to the issues facing vulnerable children andyoung people, and Barnardo’s work to counter this. Thesecampaigns enabled Barnardo’s to successfully raise awarenessof Barnardo’s and they received a great deal of valuable PRcoverage.Barnardo’s wants to show how many children and young people arecaught up in the cycle of deprivation and how the work of Barnardo’scan break this cycle. During the campaign they received a lot of PRcoverage and their spontaneous awareness increased, but they thenfound that not everyone understood Barnardos role in the story of the young girl in the advert.
Child Poverty Campaign 2003Sadly, the damaging impact of poverty is cyclical, and without help childrenborn into poverty are more likely to suffer ill-health, be unemployed orhomeless and to become involved in offending, drug and alcohol abuse andabusive relationships in adulthood.The images used highlighted some of these potential outcomes and wereadvertised in the tabloid and broadsheet press.
Analysis of Wealthy Baby• The baby is happy, clean, healthy and well fed. Looked after very well, as the baby’s face is bright, clean and happy with bright eyes.• The background looks very comfortable and luxurious, connotes the baby is born into wealth.• The baby is a few days old and very healthy.• The spoon in the baby’s mouth is elaborate, suggests connotations of wealth.• The fluffy blanket the baby is on looksluxurious, wealthy environment for the baby.• The gold background makes the baby look healthy, happy and well looked after.
Analysis of Meth Baby• The bottle of meth is photo shopped onto the image in the baby’s mouth, to create a shocking affect.• New born baby, covered in amniotic fluid and blood, with a tag on their wrist.• Harsh lighting and the background looks uncomfortable for a new born baby, green towel.• It doesn’t look warm or suitable for a new born, as they baby looks unhealthy, underweight and in pain as she is crying.• Instead of a baby bottle in the baby’s mouth there is a meth bottle, connotations of the parents. The parents are drug / alcohol addicts, meth is cheaper than alcohol, this shows the poverty of the parents.• Very striking and shocking image to grab the public’s attention to gain the support and raise money.• Representation of the environment that the baby is born in.• The text anchors the image and the meaning, the biography.
Analysis of Cockroach Baby• Photo shopped a cockroach on the image in the new born baby’s mouth.• Dirty hospital towel, male baby.• The text is the biography of the baby.• Poor environment – effects the life the baby will have.• New born baby, covered in amniotic fluid and blood, with a tag on their wrist.• Harsh lighting and the background looks uncomfortable for a new born baby.• It doesn’t look warm or suitable for a new born, as they baby looks unhealthy, underweight and in pain as she is crying.• Very striking and shocking image to grab the public’s attention to gain the support and raise money.• Representation of the environment that the babyis born in from the cockroach.
Analysis of Syringe• Photo shopped a syringe of heroin on the image in the new born baby’s mouth.• Dirty hospital towel.• The text is the biography of the baby.• Poor environment – effects the life the baby will have.• New born baby, covered in amniotic fluid and blood, with a tag on their wrist.• Harsh lighting and the background looks uncomfortable for a new born baby.• The syringe suggests the parents to be drug addicts, this shows that the parents will have syringes lying around the house• which the baby can get.• Very striking and shocking image to grab the public’sattention to gain the support and raise money.• Representation of the environment that the baby is born in.
Regulatory Body for Print Advertising• Advertising Standards Authority• www.asa.org.uk
What does the ASA do?• As the UK’s independent regulator for advertising across all media, their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and direct marketing. If they judge an ad to be in breach of the UK Advertising Codes, it must be withdrawn or amended and the advertiser must not use the approach again. In 2011 they considered 31,458 complaints about 22,397 cases and they actively checked thousands of ads. Their work led to 4,591 ads being changed or withdrawn.
What was the ASA ruling?• The ASA’s rulings (adjudications) are a transparent record of our policy on what is and isn’t acceptable in advertising. They publish the rulings here every Wednesday (available to the media under embargo from Monday). Rulings generally remain on the site for five years, although some may be available for longer if they are being used as part of CAP’s advice materials for advertisers.
Complaints• There are no complaints for Tesco clothing