This document provides information for creating a promotional advertisement for a home security system. The target audience is both genders aged 24-35 and 33-55 with high incomes. The advertisement style will be anti-realist and humorous, using a narrative of a burglar breaking into a house twice - the first time being stopped by the security system and the second allowed to damage the house without it. Compared to existing security system ads, which take a misogynistic tone, this ad will have a similar concept but be more comedic. The ad must adhere to codes against overselling capabilities and encouraging discrimination.

2. Introduction
For this task we will be creating a promotional advertisement to help attract a
selected audience for our chosen product.
The product we have chosen to advertise is a security system. The reason for this
type of product being chosen is it offers a large space in the market for home
security as its a product that isn’t usually advertised. Along with that the product
itself offers protection for somebody or their property, this makes the product
more desirable as people want what it provide for them.

4. Target audience:
The audience this advert will be targeted at is mix gender and race, aged around
24-35 and 33-55 with fairly high income.
The product would fit in “safety” of the maslow triangle as it is providing security
of body, family and property.
The socio- economic group would be B, as the customer would need a good job
and high income to afford the expensive product.
The psychographics would be Innovator, as they have lots of money and would
want to keep their homes secure.

5. It appeals to the target audience because...
Drawn into the action
Comedy/dramatic - wider range of interests - appealing
Already have burglar alarm - our product is better than their current burglar
Missing out for buying a different security system.

6. The style:
The style and from the advert will be an anti-realist, humours. This is because they
are the best elements for creating a narrative that is used to persuade people into
buying the product and for persuading the type of target audience.
The Narrative created is a simply a stereotypically burglar breaks into a house twice
where they are stopped by our product and the second we’re they aren’t stopped and
allowed to trash the inside on the house thanks to a poorer security.

7. How it compares to existing adverts:
One of the biggest brands of security system is Broadview security. These adverts
are known for having a woman’s house broken in by by a criminal, and when the
security system is disarmed, company is automatically alerted so they can send
help.
These advert is known for being quite misogynistic and the multiple adverts they
have created are all very similar. Our advert will have a similar concept, but will be
more comedic, rather than taking itself too seriously and being quite cliche.

8. The ASA/BCAP codes we need to adhere to are:
Don’t oversell the product by exaggerating capability, as that would be in breach
of BCAP code 3.12.
BCAP code 4.8 states that advertisements must not encourage harmful
discriminatory behaviour or treatment, and that they must be respectful.

9. Thank you
for your time!