This document discusses various aspects of advertisements including their purpose, structures, techniques, characteristics, regulations, audience classification, and viewership data collection. It provides examples of different advertisement structures like documentary, animation, and narrative styles. Techniques discussed include repetition, claims, association, and promotional tactics. Regulations are in place to ensure ads are responsible and not misleading. Audience data is collected to classify demographics and understand viewing habits in order to target specific groups. Ratings information helps advertisers determine when to air their commercials.

1. Advertisement
Emma Swann
&
Rylan Hollingworth

2. Contents
What is an advert?
Structures
Techniques- analysis
Characteristics- analysis
Regulation (ASA)
Audience classification- analysis
BARB
Summary

3. Adverts
What is an advert?
Purpose
 Sell a product
 Sell a brand
 Bring awareness
Brands
 Identification
 Recognizable
 Status
 quality

4. Structures
 Talking heads- Sensodyne- Why has my sensitivity come back?
 Documentary- Think- Always wear a seatbelt
 Animation- Red Bull- Gives you wings
 Stand alone- Hovis- depicting the last 122 years
 Series- Compare the market
 Realist narrative- Coca-Cola – Brotherly love
 None realist narrative- John Lewis- Man on the moon
 Demonstrations- Vanish- tip exchange advert

5. Techniques
Repetition – Head on
Claims - L'Oreal- mega volume miss manga mascara
Association- Milky way- The red car and the blue car
Bandwagon- Lynx- Chocolate deodorant
Promotional- Foxy bingo advert

6. Analysis of structures and
techniques
L'Oreal Paris-False Lash Sculpt
Click to watch
Structure
 demonstration
Techniques
 claims

7. Characteristics
Characteristics of a good advert
 Be interesting
 Be influential
 Be memorable
 Be relatable
 Be clear
 Include company and product information

8. Characteristics
Tactics
 Endorser- celebrity, employees, customers
 Emotional- humor, fear
 Message appeal- rational, emotional
 Competitive advertising
Advertising objectives
 Brand building
 Attitude
 awareness

9. Analysis of characteristics
click to watch
Harribo- tangfastics- pitch
Good characteristics
 Interesting
 Memorable
Tactics
 Emotional- humour

10. Regulations (ASA)
Purpose – To make adverts responsible.
The ASA have a code in place to stop companies
being able to make adverts for containing
whatever they like. This code helps keep order
and prevents controversy.
The public can report adverts in which they find
inappropriate to this company. ASA will then
review the complaint and then make actions
accordingly.

11. Examples- regulations(ASA)
Claimback.com Ad – Was banned for being misleading and
not substantiated due to being unresponsive at claims
made by Lloyds Banking Group.
Argos Straighteners Ad – Was banned for being
misleading.

12. Audience classification
Audience classification is split into 6 categories.
 Age
 Ethnicity
 Gender
 Socio economic groups
 Nationality/region
 Sexuality
Once the demographics have been decided, the advert is
shaped to appeal to the specific group.

13. Audience classification
All the categories play a big factor!
A main factor is the social economic groups (shown below).
These give an indication of their disposable income.

14. BARB
BARB uses quantitative data.
It selects a carefully selected sample of the population with
different demographics to see what peoples viewing habits
are.
This helps to define when you set your advert to suit your
target audience.

15. BARB 7th March- 13th March (ITV)

16. BARB weekly viewing summary

17. Analysis of audience classification
click to watch
Simply Be spring 2106 advert
 Age 20-35 years
 Ethnicity- no
specification
 Gender-female
 Social economic-
working class-middle
class
 Nationality/region- UK
 Sexuality- not specified

18. Sources
 http://www.slideshare.net/kinshookc/characteristics-of-
good-advertising
 http://barb.co.uk/
 https:/asa.org.uk/
 http://www.slideshare.net/elliebuchan9/adverts-
structures-and-styles

19. Thank you for watching
Any questions?