The document discusses several advertisements from different companies and analyzes aspects like target audience, message, language, visuals/audio used. It also discusses the role of regulatory bodies like the ASA in ensuring ads are legal, fair and protect consumers. The ASA works with CAP to provide guidelines and review ads before publication. They have rules around misleading claims, harm, children, privacy and more. Complaints are reviewed case by case. A recent ad faced complaints around wordplay using "booking" that some felt resembled a swear word.

1. Radio Analysis
Nandos:
This advert is for the restaurant chain Nandos.
Nandos is a Portuguese style restaurant which
specialises in chicken. In this particular advert, they
use a mixture of humour and simplicity in order to
make the advert both appealing and effective. The
advert is humorous because of the person speaking
throughout. He has a clear Hispanic accent as this is
related to the style of the restaurant. He also says
some things which are humorous. For example, he
says “if you’re a man and you cry when Bambi’s mother dies, it’s okay”. This makes it
humorous because men are stereotypically strong and won’t cry at a children’s movie, also
as he says this, it sounds like he’s about to start crying. The advert is simplistic because all
he is doing is listing abnormalities about people and saying “it’s okay”, this makes it
effective as the advert makes it sound like Nandos appeals to everyone, no matter what.
I feel like the target audience for this advert is teenagers of any gender as humour usually
links a teenager to anything. Also, within the teenage community, a popular phrase has
risen which every teenager knows. The idea of a “cheeky Nandos” also makes the advert
appeal to them more as they say this line either ironically or they seriously mean going for a
“cheeky Nandos” with their peers.
The overall message of the advert is that no matter who you are or what you do, you will
always be welcome at Nandos. The fact that after every sentence he says “it’s okay” make it
sound like he wants everyone to come to Nandos. This is overall a positive message, which
is what the advert aimed for.
The voice used in the advert is very stereotypical Hispanic male. You could tell he was
Hispanic straight away because of the clear Spanish accent he has. The male sounded quite
old as it was obvious he was a grown man. No celebrity was used in the advert as audiences
could tell you if it was a celebrity or not, but for this advert they have just used a Hispanic
male.
The tone of language used was informal. The reason it is informal is because the man is not
well spoken, so we can presume he is neither upper or middle classes. This means he uses
colloquial language to interact with the audience. Although he uses no slang, his pace of
delivery is rather quick and some of the phrases are slightly different. An example being “a
warden of the traffic” instead of “a traffic warden”. This could add on top of the Hispanic
stereotype.
Throughout the advert, there are 2 taglines used. The first one was the line “it’s okay” This is
obviously a tagline as after every sentence, the person speaking says this. As I have already
said, this makes anyone welcome at Nandos, so this advert appeals to everyone. The second
line is a little more obscure, but this is the official tagline for Nandos. He says it once at the
end of the advert and once at the start, he says “The Spirit of Nandos”. This could suggest

2. that Nandos has a spirit that no other restaurant can compete with and this is what makes
them unique.
The name of the restaurant was mentioned 3 times throughout the advert. This is quite a
few times as they want to drill the name of their restaurant into people’s heads as they
would like whoever hears the advert to go for lunch/dinner at Nandos. So if you mention
the name of the advert more, you will more likely remember the name of the restaurant
and go there one day.
Throughout the advert, there was no details (such as a website of a phone number)
mentioned throughout the advert. This could be a bad thing as some people won’t know
where to find a Nandos and they may not have access to the internet, so they would just
have to get lucky and hopefully find one on the way. Towards the end of the advert, there
was some stereotypical Hispanic music played in the background. This again links in with the
theme of the restaurant as it is theme is pretty Hispanic.
The main purpose of this advert is to inform people about this restaurant and how it can
appeal to everybody listening. The good use of taglines, humour and the fact that the advert
is so simple, really make this advert effective and it was a great advert.
Volkswagen
This advert is for the car company Volkswagen and their new
family saloon car, the Passat. This advert is factual; it is factual
as it tells you all about the cars features. It mentions stuff like
space and cost of the car, which can both be useful for car
buyers if they wish to upgrade their car. The advert is also
modern as this is the latest in a long line of Passat’s, so it
mentions all the upgrades and how this car is better than the
last model.
The overall message of this advert is to try and get people to
buy their new car. As Volkswagen are a car company, they need to sell their car in order for
their business to stay open. By doing a persuasive advert, they can ensure that people will
look on their website or their nearest dealer and browsing the car and potentially test
driving or buying the car.
Within this advert, 2 separate voices are heard. The first voice you hear is the sound of a
female, but this is obviously a satnav as it gives out instructions at the start. The second
voice you hear is a man who is just a narrator and a spoke man of Volkswagen. The voice of
the satnav is rather seductive as the satnav has hints of a sexual woman within the robotics,
especially when it says “ooh look at you”. The man is just a standard speaker for the
company who gives various details such as prices, website and how good the car is.
There are various degrees of language used within the advert. The female satnav is informal
as she is telling you the details of the satnav followed up by “ooh look at you!” This is rather
colloquial and something said by people of a working class background. The man in this is

3. formal as he appears to say no jokes and just gets straight to the point. He is also very
monotone so it is impossible to establish and emotions from him. Also, during the advert
there are no catchphrases or taglines used. Also, the whole advert is all dialogue so the
audience can concentrate on the details of the car.
Throughout the advert, the company name was only mentioned once, so was the product
name which they are trying to promote and sell. The reasoning behind this is because if the
company mention all the nifty little details and upgrades, you wouldn’t care about then
name or the badge. It’s better to drive something with all the upgrades rather than a big
branded car. At the end of the advert, a website is listed so anyone listening can check it out
if they are interested.
Department of Health
This is a very serious advert as this
advert portrays the dangers of smoking
and how it can kill. Smoking is a serious
issue within the world and people want
to crack down on it as it causes lung
cancer and all other types of horrible
diseases. The department of health
offer free care for people who smoke
and who wish to quit smoking.
The voice heard within the advert is a
young boy who is crying out to his mother to stop smoking. He uses emotive language and
an emotional tone of voice in order to appeal to the audience of smokers as well as his
mother.
The tone of language used is informal as this is a child’s point of view. Therefore, his
language skills are not fully developed so he will use shorter phrases and less developed. If
this was an adult speaking, it would be more formal as they know the correct terminology
and know all the necessary information. There was no tagline used throughout.
The company’s name was mentioned clearly once in the advert. This is to ensure that the
people who need help can find out information on how to stop on the company’s website.
Also, a website was given at the end of the advert, so people know exactly where to go in
order to get the help they need.
There was no music or sound effects used during the advert as they wanted to keep the
tone of the advert serious so people can listen in on the information being given as well as
the child’s story.

4. ASA: Regulation
The ASA (Advertising Standards Agency) is a company which makes sure that all
advertisements you see in public are non-bias, fair, they tell the truth and make sure that
they are legal. Some examples of where they advertise are in newspapers, magazines, on
the TV, on the radio and on the internet. They use guidelines and a specific set of rules in
order to make the adverts, legal and non-bias for advertisement. A company which is
partnered with ASA called CAP helps the ASA to support the industry to help the ASA get the
advertisements right before they are published and broadcast. The CAP help give
advertisers advice in the pre-production stage of advertising in order to make them legal
and non-bias for the use of production. The ASA can help with the assistance of a company
called CAP. The CAP say “The professional and brand damage from getting your
advertisement banned by the Advertising Standards Authority can be devastating” The CAP
want to help the advertisers “produce excellent and compelling campaigns” On their
website are training services which can be downloaded for advertisers which explain the
do’s and don’ts about the industry. The way regulatory bodies like the ASA have an impact
on regulation in advertisement is huge because they can filter through non bias, fair and
create competition for adverts on the radio and TV. They have a specific set of guidelines in
which advertisers have to follow in order to get their advert on TV and radio. They can
control where adverts go and when they can be broadcast. An example of this is and advert
which showcases and alcoholic beverage. They will only be on television or over radio after
9pm as this is known as the watershed. The watershed means that anything suited for
people aged 18 or over, has to be broadcast from 9pm or later so children are not
influenced by anything they see.
They have a specific set of rules and regulations which all advertisers must follow. Some
examples include:
- Compliance: This makes sure that the market for advertisements if fair
- Recognition of marketing comms: Rules making sure that the advert is clearly an
advertisement.
- Misleading advertising: Makes sure the advert is true to its word and not at all
misleading.
Harm and Offence: Rules so that harmful ads will not get aired for the protection of
the public.
- Children: There are certain rules that must be followed if your ad contains or targets
children.
- Privacy: Making sure that no one is depicted the wrong way.
- Politics: Making it clear when a Political Party wants to advertise their party.
- Sales Promotions: Makes sure that all sales promotions are fair and legit.
- Distance Selling: Rules governing marketing communications that allow readers to
place orders without face-to-face contact with the seller.

5. If someone breaches the codes of the ASA, then there is a potential fact that they could get
sued or possibly taken to court in order to try and get the advertisement down. They will
give you the name of the person who will handle the case. They will assess your complaint
against the Advertising Codes and, if it is clear the Codes have not been breached, they will
let the complainer know. If it looks like there might be a problem, they will consider the
issues against our prioritization principles to decide what activity we should undertake, in
response. Under these principles the ASA will:
- Consider what harm or detriment has occurred or might occur
- Balance the risk of taking action versus inaction
- Consider the likely impact of our intervention
- What resource would be proportionate to the problem to be tackled.
A recent advert which has had many complaints is the advert for the holiday website
“booking.com”. The reason that this was complained about so much is because of the use of
the word booking. Especially in the phrase “booking.yeah”, Many people complained due to
the fact that the word booking was used in a similar fashion to the swear word which begins
with an F. It ultimately leads to no action being taken as the advert caused no offence to
anybody and it was seen more as a pun rather than an advert set to cause offense.