1. PrintAdvert
Thisis the AA printadvert.I thinkthat the aimof thisadvertwas to draw in the attentionof the
personviewingit,the brightyellowcatchesyourattention.Eventhough thisprintadvertdoesn’tsay
that itis by the AA,if youheard the radioand TV advertthat gowithit, youwouldbe able recognise
it andsee that theygo together.Ithinkthatthe targetaudience forthisadvertisanyone fromthe
age of 17 and up,thisis because anyone underthatage cannot drive anditwouldbe pointlesstrying
to appeal toan audience that won’tuse the service.Adultsare alsomore likelytosympathisewith
people whohave childrenandhave todrive themaround,alsoshowingthatthe AA is quickcan put
parentsat ease to knowthat theirchildwill be safe andtheywon’tbe strandedsomewhere.Onthe
NRSscale the audience wouldbe mainlyaimedatB,C1, C2, and D, thisis because theyare more
likelytospendtheirtimeronlineandmaycome across thisadvertmuch easierthansomeone whois
grade A, whomay spendtheirtime doingotherthings.Onthe 4C’sscale,the people mostlikelyto
see the printadvertwouldbe The Mainstreambecause theyare mostlikelytosee itwhile online
and theyare the mostlikelytoneedbreakdowncover,theyare alsothe largestgroupsotheyare
more likelytowantto sell theircovertothe majorityof people.Thisprintadvertispresentedquite
humorously,andisseentobe a screengrab of the TV advert,because itisn’tpresentedseriously,
people maythinkof itas a more friendlycompanyandthe audiencemayfeel thatthe advertmay
representthe staff thatworkthere. The campaignmessage forthisadvertreliesonthe factthat you
have seenthe TV advertand heardthe radioadvertbecause onitsown,the advertdoesn’texplain
verymuch,and people maybe confusedif thisisthe firstone theysee. The sellingpointof this
advertisthe song,as thisiswhat the otheradvertsare basedon,so youare more likelyto
rememberthe advertwhenacatchy songis used.
The campaignhas useda radio advert,TV advertand printadvertintheircampaign,doingthis
meansthat theyare able to reach outto a diverse range of people andmore people will see the
advert.
Withthe AA usinga childactor, there are certainregulationsthatthe companymustfollow.Onthe
ASA website itstatesthat‘childactorsmay feature inadvertisementsbutcare mustbe takento
ensure thatthese advertisements neithermisleadnorexploitchildren’sinexperience,credulityor
sense of loyalty.
RadioAdvert
2. The song includedinthe Radioadvertis‘Rollingonariver’byTina Turner, if youhave already
watchedthe TV advertyouwill instantlyknow thisisanAA advertbecause itisa song that will easily
stickin someone’sheadandtheyare more likelytorememberthe song.Onthe otherhand if
someone hasn’tseenthe TV adverttheymayhave a hard time figuringoutwhatthe advertisfor.
The song fitsinwiththe avertbecause itusesthe words ‘Rollin’and‘keepthose bigwheelsturnin’
thiscan helpidentifythe advertasa motor advertif someone hasn’thearditbefore. AA canalsobe
seenasreliable throughthisadvertbecause theysaytheywilldo‘whateverittakesto keepyourbig
wheelsturning’thisalsoshowsthattheyare efficientandquick.
TV Advert
The TV advertcontainsa baby girl singinginthe backof a car, thiscan be seenas a typical happy
childsingingalongtothe radio.The advertcan relate tofamiliesbecause theycouldhave the most
fearsaboutbreakingdown withtheirchildrenandthiscouldreassure themthatthe AA will come
quickly,itisalsorelatable because of the warmtone andupbeatfeel of the advert,thiscouldmake
it more memorable andstickin people’s heads,itcanalsoreassure familiessothattheyknow the
AA is safe to use. The advertportraysthe AA as beingveryquick because theyare seentoarrive and
identifythe problem, fixthe carand close the bonnetandleave whilethe songisstill playingandthe
childisstill happyandsinging.The colouryellow issignificantthroughoutthe advertbecause itisthe
statementcolourforthe AA and iseasyfor an audience toidentify.Anotherconnotationtothe AA is
the plane takingoff,thisshowsthatthe familygotto the airporton time withthe helpof the AA.
Thisadvertcan appeal topeople 17 andup because onlythey candrive,the songappealstoall
audiencesbecause itisquite oldsothe oldergenerationwill alsorecognise the song.Ithinkthatthis
made the campaignsuccessful because theyhave made itappeal tobotha youngerandolder
audience.
The BBFA
The BritishBoard of FilmClassificationisanindependent,non-governmentbodywhichhasclassified
cinemafilmssince itwasfirstsetupwhichwas in1912 and videos/dvdssince the VideoRecording
Act was passedin1984.
OFCOM
Ofcomis the communications regulatorinthe UK.Theyregulate the TV,radioand video-on-demand
sectors,fixedlinetelecoms.Mobile andpostal services,plusthe airwavesoverwhichwireless
devicesoperate.Theymake sure peoplewhowatchtv,listentoradioare protectedfromharmful
material oroffensivematerial,theyalsomake sure thatpeople are protectedfrombeingtreated
unfairlyorhavingtheirprivacyinvaded.
The advertscan all be linkedtogethertoshow the campaignmessage because theyall follow the
same theme.Theyall have the same songand twoof the tree feature the little girl,these thingsare
all verysignificanttothe campaign.
