The document provides an overview of advertising campaigns by the AA for roadside assistance. It describes advertisements across different media including print, TV, and radio. The print ad features a bright yellow background and catchy song to draw attention. The TV ad shows a happy child singing in a car as it breaks down and is quickly fixed by the AA. The radio ad uses the recognizable song "Rolling on a River" to identify the advertiser. The goal was to present the AA as reliable and easy to switch to through a fun, memorable campaign that appealed to a broad audience. Legally, the AA would have obtained rights to the music and consent to feature the child actress.

1. The AA Baby Route
PrintAdvert
The aim of thisadvert wasto
draw inthe attentionof the
personviewingit,the bright
yellow catchesyourattention.
Eventhoughthisprintadvert
doesn’tsaythat itis bythe AA,if
youheard the radioand TV
advertthat go withit,youwould
be able recognise itandsee that theygo together.The songtheyuse acrossthe campaignis very
catchy and instantlyrecognisable,hence the phrase beingusedinthe printadvertwithnoother
context.
The target age isquite obviously17and above as it isa car advert,andtryingto appeal to a younger
audience wouldbe pointless.On the NRSscale the aimwouldbe people atB,C1, C2 and D because
theyare more likelytospendtime onlinelookingthroughmediaandsowouldaccessthe advert
much more easilythana grade A. The people onthe 4C’sscale wouldbe The Mainstreambecause
theyare more likelytoaccessthe advertsonline, alsomanymore people fallintothiscategoryand
so itis aimedat a wide range of people,focusing mainly on parents, as they provide a
vulnerable group to breakdown.it also appeals to The Succeeder as they would find
reassurance, as an organised person, knowing that help is on the way
The print advertispresentedinahumorousmanner,andappears to be part of the TV advert,
because the campaignisn’tpresentedwithaseriousundertone,itmayappeal tothe general public
more as it appearsto be veryfriendly.However,thisadvertreliesheavilyonpeople beingaware of
the otheraspectsof the campaign,because itdoesn’texplainverymuch solely.The sellingpointof
the advertcampaignis the songwhichis focusedon heavilythroughoutotherareasandprovidesa
more memorable tune.
TV advert
The TV advert comprises of a young girl singing in the back of a car, which can be seen as a
typical happy child singing along to the radio, it’s also quite humorous. Families can relate to
the advert because they would have the highest chance of breaking down with children in
the car, this could reassure them that the AA will come quickly. It is also reassuring because
of the warm tone and upbeat feel of the advert, making it more memorable and iconic. The
advert portrays the AA as prompt and caring, because they are shown arriving and
identifying the problem. They then fix the car, close the bonnet and leave while the song is
still playing. The child is shown to still be happy and singing. Yellow is significant throughout
the advert because it is the statement colour for the AA and is easy for an audience to
identify. This song appeals to all audiences because it is quite old so the older generation
will recognise the song, whilst younger audiences will find it catchy. I think that this made

2. the campaign successful because they have made it appeal to both a younger and older
audience.
Radio Advert
The theme song in the Radio advert is ‘Rolling on a river’ by Tina Turner. if you have already
viewed the TV advert it will instantly be recognised as an AA advert because it is a song that
is more memorable. On the other hand if someone hasn’t seen the TV advert they may have
a hard time figuring out what the advert is for. The song fits in with the avert because it uses
the words ‘Rollin’ and ‘keep those big wheels turnin’ this can help identify the advert as a
motor advert if someone hasn’t heard it before. AA can also be seen as reliable through this
advert because they say they will do ‘whatever it takes to keep your big wheels turning’ this
also shows that they are efficient and quick.
Overall the AA were looking to create a fun advert that would draw in the general public and
present a reliable image, The main objective is to show the AA as simple to switch to and a
highly reliable cover experience. The use of separate media advertisements can also show
the versatility of the AA and how they are willing to work with customers in the best way
possible as their ads all tie together to produce one message in different ways. The use of
different media also opens up a diverse range of viewers, as people use different mediums
to get their knowledge. The adverts all work together to convey the campaign message sue
to following the same theme. For example, they all feature the same song, which, as
mentioned before, is extremely significant to the campaign.
Legally, they would have had to have obtained rights to the song, to avoid being sued, they
also would have copyrighted the whole campaign to avoid plagiarismfrom other parties.
They would also have obtained consent from the little girl’s parents in order to use her in
the campaign. On the ASA’s website, they state that “child actors may feature in
advertisements but care must be taken to ensure that those advertisements neither mislead
nor exploit childrens’s inexperience, credulity or sense of loyalty.” The ASA were established
in 1962 to keep Uk advertising legal, decent, honest and truthful.
The British Board of Film Classification is an independent, non-government body which has
classified cinema films since it was first set up in 1912, and videos/dvds since the video
recording act was passed in 1984.
OFCOMis the communications regulator for the UK. They regulate the TV, radio, video-on-
demand sectors, fixed-line telecoms, mobile and postal services plus the airwaves over
which wireless devices operate. They ensure the best quality communication services and
protect UK residents from scams and sharp practices whilst still allowing competitions to
thrive. They also ensure viewers are protected from harmful content and unfair treatment
in programmes and prevent privacy invasion.