The document outlines plans for a Specsavers advertisement campaign aimed at 16-25 year olds. It will use humor and sex appeal, featuring a character who mistakes an attractive man for a woman. Two posters will promote glasses styles and a student deal. The ad budget is £41,348 to air between 11am-2pm and 6pm-11pm. Resources needed include cameras, actors, sound equipment and props. Legal issues that must be addressed include copyright and paying royalties to use the song "Dude Looks Like a Lady". Ethically, the ad cannot mislead, offend or use negative stereotypes.

1. Specsavers Advert
Jessica, Joe & Wahab

2. Aims and Objectives
The aims and objectives of our campaign are to encourage people to
buy the product we are advertising; Specsavers Glasses. For the
advertisement we will be using humour and sex appeal to sell our
product, as the main actor within our advertisement will mistake a
good-looking man for a girl and approach ‘her’ in a flirty manner. As
the actors within our advertisement will be young, our advertisement
will appeal to younger men and women around the ages of 16 to 25.
The aims and objectives for the poster are to sell our product to a
wider audience. One poster will be of students in a working
environment; one of the students will be wearing glasses while
working, with another pair of glasses by the side of them. This will
promote our 2 for 1 offer for students at Specsavers. Another poster
will be a picture of a young woman having fun trying a range of
different glasses on, this will make the public aware of the different
styles of glasses Specsavers have to offer.

3. Budget
The budget of the campaign is a very important aspect as it shows how
much a business will spend in order to promote their product/service.
The price for our advert will cost around £41,348 as an all day price,
which is largely related to the timing of our advert. We would ideally
like to air our advert between the times of 11am-2pm and 6pm-11pm
as TV is mostly watched between these hours. The lunch hours would
benefit us due to the fact it would reach a very wide audience and gain
a lot of publicity even away from our primary target market. We
would be happy to pay the expensive prices for the late evening hours,
as it would reach our primary and secondary audience. Students
mostly watch TV programs such as Hollyoaks and Geordie Shore
therefore airing an advert around these shows would give the biggest
opportunity for our advert to be seen by the right people for our
product.

4. Production
Schedule

5. Resources Required with Justification
The resources requires to create are advert are:
• Camera – For recording purposes of the advert.
• Actors – To act out the scripted parts of the advert.
• Sound Boom – To be able to enhance the pick up of
sounds from the actors.
• Props - Wig: In order for an actor to look like a female.
• Fig Rig - To ensure we get a smooth shot of characters
actions.
• Reflectors – We wont need masses of light, as we will be
shooting on an outdoor location and use natural sunlight

6. Legal and Ethical/Copyright
The advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission.
Advertisers have to be especially careful to act ethically at all times, taking extra care when advertising to children,
advertising potentially harmful products and using psychological tactics to stimulate demand. Having a list of ethical and
legal issues at hand when creating advertisements will help us to craft legal, responsible advert messages.
Abiding by the legal issues concerned we will have to: -
- Not copy the trademark
- Ensure the advert must not copy and apply the original copyrighted product
- Royalties are a usage-based payment that will need to be carried out for permission to use another party’s music (in our
case). Aerosmith – ‘dude looks like a lady’ is our chosen music for the advert and therefore a royalty will have to be paid
out for the needed element.
The ethical controversies are concerned about the impact of advertising on economy, society and ethics. The advertisement
needs to follow these guidelines in order to follow the ethical issues: -
Should not mislead the customer
Performance promise should be seen
Ad should not be indecent and obscene
It must honor the norms of social behavior and should not offend our moral sense
Advertising is highly visible and any lapse in ethical standards can often be risky for the company. Some of the most
common examples of ethical issues in advertising are, therefore to meet the ethical conditions we will: -
- Not use any negative stereotypes, which may be offensive
- Use a small number of people so there is no claim or complaints of having discriminative content
-Script the advert to ensure that it will not offend the audience