Task 6: Planning the adverts

Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief

P2 (u20): Create a plan for a cross media advertising campaign in response to a client brief
P3 (u20): Create a pre-production plan for the media components in the planned advertising campaign
M2 (u20): Justify the choice of planned components by targeted media sector
D1 (u20): Discuss the legal and ethical constraints within the planned campaign

PROPOSAL: RETRO PRODUCT

P2 (u20): Create a plan for a cross media advertising campaign in response to a client brief

P3 (u20): Create a pre-production plan for the media components in the planned

The purpose of this campaign will be to sell a strawberry flavoured fizzy drink to a primary audience who grew up in the 90s and early 00s as well as a secondary audience aged 13-18. The advert follows a retro aesthetic, which fits the trends and pop culture of the time in which the secondary audience grew up. The purpose of this campaign is to apply to an audience around the age of 13-30 and to sell the idea that this was the drink or sweet that you were not allowed to have when you were younger which makes it more sought after. This will be presented through the products graphics and genre that surrounded the 1990s and 2000s. The cans graphics have to be close to the desired aesthetic, as all of the advertisements (magazine, billboard and video) will feature the same iconography. The flavour of the drink itself is very close to flavours of that era, as sweet, flavoured drinks were popular in 90s and 00s. This links the brand even more to that era of time, so when it comes to the recording of the visual advertisement, we will be utilising costume design using denim etc. and makeup and hair products to match the aesthetic of the 90s and 00s period. The advert will show you the purpose of the product and the slogan ‘rewind your taste buds’ will be used to link to the theme of the brand, to say that when a customer drinks Berry Blitz they will be transported back to their childhood. Our advert is going to be filmed in an alleyway so that the attention can be focused on the actors and their costumes and makeup which will create the theme for the ad. The purpose of the drink is to allow adults to relive their childhoods.

FORM

The form of this campaign is going to be presented in both billboard and video advertisement to present what we want the brand to look like and for customers to perceive it as. The message Berry Blitz will get across is that after a drink it, you will be sent back to your childhood and the flavour is a reminiscent of the target audience’s childhood. Between the billboards and the visual advertisement, we will create a rustic feeling for the target audience by utilising filters and editing techniques. The product will be advertised on both online and traditional forms of advertising to apply to the adult audience. Above the line methods such as billboard and posters will be used to target main and primary audiences as they will not be specifically targeted and can be seen by anyone. Below the line methods such as Facebook ads and Instagram ads will be used to target the demographic specifically which will be people who were children in the 90s. Utilising traditional and online methods of advertised is very applicable for this audience as they are in the tech era and will be predominant users of technology and will also be applicable to traditional methods of advertising such as billboards and posters.

The first advert for the poster will be displayed on many social media platforms and can be displayed to specific audiences on apps like Facebook, Instagram and Twitter. The reason why online advertising is being utilised is due to the huge surge in online social activity among adults and teenagers, another great thing about this is the audience can be targeted through data collection meaning they can target audiences individually leading to more sales. Social media is over used nowadays by adults and teens meaning that they will be exposed to the product regularly which could result in them buying the product more.

With the traditional methods such as billboards and posters they will be place above motorways and high traffic areas to appeal to a more mainstream audience. Doing this it

will also appeal to a secondary audience that can buy the product because they like the authentic look of it or the try it and enjoy the taste. Although our primary audience will be adults aged 30 and slightly younger, there is definitely an emphasis on the secondary audience as we believe that children and teenagers will become huge fans of our beverage as it is linked to childhood taste buds. The billboards will also serve a good purpose as the main audience will be able to drive and in the 90s billboard advertising was the big thing (quite literally) and the traditional forms of advertisement themselves which will give a sense of further authenticity to the brand and its 90s theme. The billboard will contain the key aspects such as the slogan and the colour scheme which is a huge part of it as it represents the brand and the era. Then emphasis on font and size can be portrayed well here as the billboard will contain minimal information but will have huge brand fonts and pictures of the can, this way the can and brand is recognisable when people who have seen it.

With the video advertisement, this will be available on digital billboards utilising advanced traditional methods of advertising. The video advertisement will also be available on social media platforms such as YouTube, Facebook and Instagram. The video advertisement would be free to watch and would mean that on social media it would apply more to the primary audience as they could also view it unintentionally through below-the-line advertisement.

CONTENT

The content for the advert will contain a video advertisement and a printed version of the advertisement on a magazine and billboard, it will contain the berry blitz logo and fizzy drink can within the advert which contain the font, colours and logos that the drink will be consistent with. The aim of this is to increase purchases among the customer base. As the video advertisement will be based around the eras of 1990 and 2000s, the actors will be wearing clothes that match the aesthetic of those decades such as baggy denim jeans and the makeup style be consistent with the era of when it takes place. The music used within the video advertisement will be from those decades in which artists such as B*Witched and Spice Girls were very popular in.

TARGET DEMOGRAPHIC

The target audience for our Berry Blitz drink is 30-year-olds and people born in the 90s and early 2000s, as the main purpose of the Berry Blitz drink is to create nostalgia for 90s children as it mimics tastes and themes that were predominant in their childhoods. The secondary audience will be 13 – 18-year-olds as fizzy and sugary flavoured drinks are and were popular among these age demographics which means that our consumer rate will be higher than any previous drink brands.

As carter drinks have asked for 3 types of promotional materials to be created, we will be creating a video ad, a billboard ad and a magazine advert. To reach our primary audience we will be sharing the adverts on social media and using below-the-line advertising in order to reach the age demographic of 13–18-year-olds. Utilising social media is an effective tool when marketing a product as it can target specific groups of people and allow them to views ads that are similar to what they view and their age and interests. The billboard advert can be digitalised and made into a pop-up ad or header on the social media account. The bright

colours and fonts within our marketing should allow for it to be eye catching and gain the attention of our secondary audiences. The video advertisement will be running on YouTube before and during videos and will be a minute long. The length of the ad is perfect as viewers tend to have short attention spans therefore in making the video advert one minute long it will enable it to catch the audience's attention. We will also run the video ad on television as people that age will be watching tv more than that of a teenager.

With billboard advertisements, we can place them above places with high populations such as a motorway going into cities, city centres such as Trafalgar Square in London and shopping centres such as the Trafford Centre in Manchester. The secondary audience are more likely to view advertisements this way as they will have driving licenses, possibly children and will be more inclined to go pleasure shopping.

The target audience for the magazine will be slightly different to that of the video ad. Magazines are not popular among teenagers (13-18) so this will be more applicable to the primary audience of 30-year-olds. The magazine ad is also for retro sake and to make it seem more authentic than the billboard

COMPANY NAME/LOGO

This is the combination of convergence and advertised these words have been combined as they are what we specialize in, designing advertisement campaign across different media platforms.

MOOD BOARD

This is our mood board for the campaign with the main concept of the campaign to be giving the audience a bright taste of the 90’s.

Sketches

Magazine ad

For the magazine ad the goal was to make it visually pleasing but make it informative as this form of advertisement people will spend a bit more time looking at it and analysing the ad as it will be in an advertisement. At the top we put berry blitz in huge font and capitalised to put as much emphasis on the name of the drink as possible so when the audience see it in shop they’ll recognise it therefore being more likely to purchase it. The colour of this font will be in a bright red consistent with the brands colour pallet so the audience recognise the colours also not just the text.

Moving down the ad we can see the spiral going through the canned drink. The spiral is an analogy of the company’s slogan ‘rewind your taste buds’ and links to the retro theme of the product. The can itself is very big on the ad as this is what the customer will recognise it by. This use of product placement will be beneficial as it means the audience will recognise the can when they see it. The colours on the can will be very vibrant and bouncy to show put a lot of emphasis on the brands colourful and retro feel. They will also be consistent with the brands colour pallet and will be in either a bright yellow or red. Along the bottom of the ad we will have our social tags for Instagram, Facebook and twitter with the #rewindyourtastebuds which shows the media integration for our product which also links closely with our primary and secondary audience.

Billboard advert

The main goal in the billboard advert was to put huge emphasis on the can and the colours associated with it making it as visually pleasing as possible. The reason for this is because the advert is going to be put on a billboard in a high traffic area where people will not have the time to read but will rather acknowledge the colours and the can which is on of the largest things on the ad. For the typography we can see the standard rewind your taste buds slogan above the can. This will be in a huge font and be bright so it can be read quickly, the benefits of the slogan being so short is that it means it won’t take people passing by too long to read it therefore making it effective. The can is the biggest thing on the ad with the berry blitz logo huge in the middle, this is for brevity as people will not be seeing the ad for a long time, it will be a short glance and in that glance they must acquire as much information about the brand as possible, hence the enlarged can. To the side of the can we can see the spirals which references and links to the brands retro theme and rewind your taste buds slogan. These again will be large and very bright red following the brands colour pallet throughout. Below this we can see the brands social media links. These don’t need to be as big as they are quite eye-catching as they are and a simple way of telling the viewer to search us up on social media, they are more a prompt than anything to search into the brand further if you found the billboard pleasing to look at.

VIDEO ADVERTISMENT TREATEMENT

Diegetic Sound
Slogan “Rewind Your Taste Buds”
Shots in alleyways
Retro Elements i.e., Costume and Music
Change of costume to fit with atmosphere of scene.

The promotional advert for Berry Blitz is going to be created in a way that takes our audience back to their childhood or teenage years which we will do through costume and song choices. The context for our advert is to target a primary audience who were born in the late 80s and 90s who grew up in the 90s and 00s, from this we will portray the joys they experienced as children and teenagers through having our actors dance in the video which will be reminiscent of adverts during those decades which were cheesy and joyful. Our advert will feature an actress walking down a street, sad and lonely. She will spot a can of Berry Blitz on the pavement and pick it up and proceed to drink it and after one sip it is sunny and to dancers appear behind her dancing to a popular song from the 90s. The dancing and outfits within the video will link to the trends of those decades; double denim, dungarees, bandanas and anything inspired by popular singers of that time such as the Spice Girls.

COSTUME:

Denim Jacket and Jeans
Rainbow Bandana
Denim Dungarees
White or Black Trainers
Baggy T-Shirt
Scrunchies
Claw Clips
Flannel Shirts

Modern:

Tights
Dress
Black boots

Image on Left:

www.flickr.com/photos/missjille/14129372687/in/photostream

Image on Right:

https://pymca.wordpress.com/2012/04/20/theme-of-the-week-5-madchester-rave-on/amp/

LOCATIONS:

Victoria pathway

Cast:

30-year-old woman
19-Year-old boy
18-year-old girl

GENRE

To create the genre and image of the brand, we have placed emphasis on mise en scene aspects of the video advertisement and have also focused a lot of attention on the colours and themes used in the posters and adverts, this is meant to resemble themes of the 90s era and how it links to the audience. The name berry blitz is supposed to link to how when you drink it takes you back to your childhood fast and briefly which is what blitz means. With the advert we made it 90s themed by adding music from the era and also dressing the actors in a style that was popular in these two decades.

SOCIAL MEDIA

We will use social media to advertise our product through the use of the billboard as our account headers on Twitter and Facebook in order to maximise our marketing spaces online. On sites such as Instagram and Snapchat we will be creating a filter that users can use to share images of themselves drinking ‘Berry Blitz’ or users just enjoying using the filter which in sharing these images will maximise our sharing and advertisement. This will also allow viral marketing to occur which means that we will not have to pay for a large amount of advertising if our filter is gaining attention online. On the Snapchat stories page, there is a discover section which features different stories from brands and companies. This page also includes some Snapchat exclusive shows which will be extremely beneficial in our marketing, as many teenagers watch these shows and stories on Snapchat therefore meaning that creating a show that focuses on enigma code as the psychological thriller genre is very popular within our target audiences.

RESOURCES AND PERSONNEL FOR THE PRODUCT

In order to create our product and the material used for it we need people specifically allocated to the task such as creation and production of the material. To create the billboard, we will require a graphic designer. They will need to know the dimensions of the billboards and also the theme in which we are going for so they can create a billboard ad consistent with what our brand stands for, we will also need an art director who will lead the way the artwork is completed and make the artwork for the can and the billboard, film editors and photographer to shoot the video. The billboard and magazine process require a similar set of skills so they can collaborate and use each other’s expertise to create the best product possible.

The TV part of the advert will require a film crew, lighting and sound technicians to allow for the video ad to be as professional and represent the brand as closely as possible. These job roles are vital to the production of the media, for the distribution we will need a marketing professional, a media buyer to negotiate the air time that the ad gets on TV

Proposal video

https://cistudio-my.sharepoint.com/:v:/g/personal/rjenkins_cistudio_co_uk/EQT_Xp-OXwpNtXn8aHJCZiQBu0PTKhgjFA96GW_30L4aow?e=QVCNX5

Script

Shot list

Personnel List

To create the video advertisement there are serval personal require ensuring that it is at a professional standard.

Videographer

Videographer is the person responsible for the film of the video advertisement, it is their job to ensure that all the correct camera angles, focus and lighting is correct and what has been planned in pre-production on the storyboard.

Director

Responsible for the advert being consistent with what has been planned and wanted by the client, they (and the producer) are responsible for the cast ensuring that they know what they are doing and are in the correct location/position within the scene.

Producer

Along with the director invent the concept for the advertisement ensuring that it is in line with the brief, they work with the director in ensuring that production happens within the correct time period and remains within budget.

Actors

They are responsible for bringing the planned product into reality, the job varies depending on the media campaign some will include the actor speaking while others don’t.

The person casted for the role will vary depending on the plan for the media product as there may be a specific gender or ethnic require for the role.

Sound and lighting technician

They are responsible for ensuring that the lighting is what has been originally planned, if you are filming outdoors the lighting may not be completely controllable however they are responsible for getting the best possible lighting.

The controllability of the sound will vary depending on where the shoot is taking place, similarly, to lighting they are responsible for making the best of the situation, it is also their responsibility to ensure all microphones are working properly this includes over the head ones.

Script writer

Working directly with the producer and director the script writer includes all lines, stage directions, mise-en-scene and facial expressions on one document accessible to both the cast and crew this ensures that everyone on set is aware of what is being filmed on that day.
In addition to this a script writer must also follow all conventions of a script this includes a specific font and line spacing.

Production designer

Also known as the art designer they are responsible for the design and layout of the set and props included in the scene working closely with the costume designer and script writer to ensure that all pieces created are correctly included in the creation of the media product.

Production researcher

They are responsible for ensuring that they media product is both historically (if appropriate), factually and conventionally correct.

This role is required throughout all the phases of production.

Costume designer

Whether this require the creation of the costume from raw materials or externally sourcing them the costume designer ensures that all the actors included in the production costume is appropriate for the scene/product.

Editor

This role mainly seen in the post-production phase is responsible for taking all footage/images taken in the production phase of the production and working with the director to create the final media product.

All information was acquired from personal knowledge or from www.listeninglistening.com/uploads/6/4/4/8/6448263/crew-roles-and-departments-guide.pdf

Equipment List:

The equipment we will be using to create our video will be:

Canon 4000D Camera which we will be filming on
Microphone in order to pick up sound
Costume - 90s Fashion (Demin, Bandanas and Retro Trainers) and Modern Business Clothing
Berry Blitz Can
Speaker - To play the music the actors will dance to within the advert
Tripod – To make sure that shots within our video advert are smooth and not shaky to ensure that the advertisement looks professional.

location shoot

Music release forms

Model release form

Treatment

Treatment:

Billboard:

Our billboard advert will contain the conventions.

Berry Blitz Logo
“Rewind Your Taste Buds” Slogan
Colour Scheme of Red and Black
Social Media Logos
Carter Drinks Logo
Price
Anchoring Image

Our billboard advertisement will be a printed document which will attract and persuade customers to buy our product. We will create this document to present the product through our brand aesthetics, we will also be able to present this product across a variety of channels such as social media due to the option to have header photos on certain sites like Twitter, YouTube and Facebook.

Magazine:

The conventions that will feature on our magazine advertisement will be;

Berry Blitz Logo
“Rewind Your Taste Buds” Slogan
Colour Scheme of Red and Black
Social Media Logos
Carter Drinks Logo
Price

The magazine advert will be another key factor in advertising Berry Blitz as our primary audience of 30-year-olds and people who grew up in the 90s and 00s, read magazines both online versions and physical copies. Because we will be advertising in magazines it means that due to circulation and readership, our consumers will grow.

Promotional Video:

Diegetic Sound
Slogan “Rewind Your Taste Buds”
Shots in alleyways
Retro Elements i.e., Costume and Music
Change of costume to fit with atmosphere of scene

Costume:

Denim Jacket and Jeans
Rainbow Bandana
Denim Dungarees
White or Black Trainers
Baggy T-Shirt
Scrunchies
Claw Clips
Flannel Shirts

Costume:

Denim Jacket and Jeans
Rainbow Bandana
Denim Dungarees
White or Black Trainers
Baggy T-Shirt
Scrunchies
Claw Clips
Flannel Shirts

Image on Left: https://www.flickr.com/photos/missjille/14129372687/in/photostream

Image on Right: https://pymca.wordpress.com/2012/04/20/theme-of-the-week-5-madchester-rave-on/amp/

Modern Costume:

Tights
Dresss
Black boots

Locations:

Victoria pathway

Cast:

30-year-old woman
19-Year-old boy
18-year-old girl

Gantt chart

Shooting schedule

Moodboard

Wireframe/Sketches

Storyboard

RESEARCHING CONVENTIONS:

Video Advertisement:

Within video adverts there are six key conventions which appear in every advert regardless of the branding: audio/sound whether that be diegetic or non-diegetic, main character/s, symbolism, logo, colour scheme and the company slogan. Video adverts need to be eye catching for the audience to be interested in the product or the company being advertised. Humour is often the main genre of advertisements particularly those aimed towards a young audience as comedy captures audience's attention.

www.youtube.com/watch?v=IIJD93Z2C_8

Using the Cadbury's advertisement from 2012, the conventions used in this piece of marketing are diegetic sound through the backing music used, iconography using set and costume indicating a photography studio, the use of direct address towards the camera and the audience allows this advert to be eye catching and memorable. Synchronous sound is also used in this video to match with the eyebrow movement once again creating a memorable piece of marketing which in 2012 became a spoken form of publicity through the strange type of advertising Cadbury’s used. The last two conventions which are very clear using a colour scheme of purple and grey and the company logo displayed at the end.

Poster Advertisements:

On poster adverts the conventions are more varied than those on video or television adverts. Depending on the product being advertised depends on what features on the poster; tour, movie and video games adverts will feature the date of release, the logo, distribution company, main actors or stars of product and a colour scheme that fits the products. Whereas adverts for products such as drinks and food contain conventions such as the title/logo, slogan, colour scheme, character/s and product.

One example of a poster advertisement is the MacDonald’s advertisement which markets the restaurants 24-hour openings. The use of the fry container presented as a night light uses the clever idea of the MacDonald’s fries' box with the light presented as fries. This iconography of somebody's house with the wallpaper, specifically in the United States of America which is shown through the plug socket. Two conventions which go hand in hand are the logo for MacDonald’s and the colour scheme of red and yellow.

https://gdj-inr5u0ip5pewom.stackpathdns.com/wp-content/uploads/2012/01/poster-advertisement-2.jpg

Magazine Adverts:

Within magazine adverts, the conventions are like those on poster advertisements. There is always the logo present to keep the company or brand present, slogan, colour scheme and main image. Magazine adverts are not as detailed or as content heavy as billboards and video adverts.

One example of a magazine advert is this Lancome advert featuring Zendaya Coleman on the advert. The conventions presented on this advert are the logo, product and colour

scheme of perfume which is like pinks and peach. The presentation of this advert is very classy and glamorous which implies that the perfume is for those of glamour, particularly a female audience.

Ref: https://www.fashiongonerogue.com/zendaya-lancome-idole-fragrance-campaign/

Billboard Advertisements:

https://cdn.mos.cms.futurecdn.net/cVxngaPHFffEsGRAGdnxg9.jpg

Billboard advertisements are like magazine adverts in that they don't contain a large portion of information but they do contain the same conventions. The use of the brand or companies’ logo which is usually the largest convention of the advertisement to make sure that everything is visible to those walking or driving past. Billboards sometimes contain the company or the brands social media handles or hyperlinks to the brand or companies' website.

An example of billboard adverting is this Coca Cola billboard which contains their brands colour scheme of red and white as well as the logo which is in white which stands out against the red background. The billboard also contains the slogan 'open. taste. recycle with us' which makes the advert very simplistic in the conventions on it because there are only three . But because the iconography and life of the brand is so famous and popular the marketing does not need to be complex.

RESEARCH INTO COMPETITORS

As a team we decided to look into fruit fizzy drinks as they were the closest to our product berry blitz. The first drink we researched was Vimto. There primary drink flavour is blackcurrant, however they have expanded their range of flavours which led to them becoming serious competitors. Most important factor is there methods of advertising and how they utilised their methods to sell their products. As we can see with the poster advert from Vimto the colour scheme is in accordance to their products colour. The fonts are large and outlined in a bright white which capitalises on the brands name. The purple theme of the poster means the customers can immediately associate the colour with the brand as that is the brands new colour. Vimto is a huge competitor in the market and having multiple different flavours will only better there brand. This therefore makes them valid competitor as they have different flavours whereas berry blitz currently only has one.

The video is very important for the advertisement as the new age of media means that audio visuals are the most important from of advertising. The Vimto ad contains footage of teens and animated fruit characters in opposite cars blasting music and staring at each other and then the girls taste the fruit and turn happy. Therefore, we need to include emotions in our advertisement to showcase the way our drink feels. https://www.youtube.com/watch?v=36bT3DR_jbo

(Vimto, 2016)

Ribena ad

Another competitor that makes fruit drinks are Ribena. I found an image of their poster and we can see that it is far more detailed than the vimto advertisement. This is great but it could be improved by emphasising the name of the brand rather than graphics around the bottle as it is so bright and busy it takes away from the branding and focuses on the wrong things. Despite this. It speaks well about the brand as it is fun to look at and is very colourful which has connation’s of happiness and fun which could be suggesting that’s what the drink makes you feel.

(Ribena Advert UK, 2015) https://www.youtube.com/watch?v=HTOP6TOJwOI

M2 (U20): Justify the choice of planned components by targeted media sector.

Berry Blitz is a retro strawberry laces fizzy drink can. Carter drinks set out the required platforms for the ‘Berry Blitz’ campaign: billboard, magazine and a video adverts with all element convertible to social media and a website. In addition, the campaign will be targeted at the demographic of 30-somethings and a younger demographic of 13-18s. Furthermore, they hope that the campaign will go viral.

For this campaign concept the primary demographic will be 30-somethings although the 13-18 will be considered throughout to ensure that the campaign appeals to them.

BILLBOARD

This above the line advertisement method is effective, recognisable and a widely used. It is effective as conventionally bright colours are used to attract the attention of people who are passing by and it can also easily be applied to social media on platforms such as Facebook and Twitter. On these platforms the billboard image can be used as the ‘cover image’ resulting in the advertisement reaching more people as the younger demographic are less likely to notice a billboard and more likely to see it on social media, whereas the 30-somethings may not have social media and are more aware of the world around them as a society unlike 13–18 year olds.

Billboards are on display in city centres and on main roads and motorways. These locations appeal to the target demographic as the younger demographic 13–18-year-olds are most likely to look out the window, when in a car, at the surrounding areas and notice things such as billboards also while you’re driving you are aware of everything around you. City centre billboards are the most effective at reaching tourists especially ones which are in well-known place and cities.

Billboards are also affective at reaching demographics outside of the targeted one. Additionally, images included on billboards can be digitally manipulated to be used across different platforms this increases the recognisability of the campaign resulting in people remembering the campaign easily.

MAGAZINE ADVERT

While a more traditional method of advertisement, it is effective a reaching demographics without the need for social media. The younger demographic of 13-year-olds may not have social media due to their age or parental control; they may not have social media which makes magazine advertisement a more effective alternative.

A magazine advert will be created as this style will target the subgroup within our target audience that reads magazines. People who read magazine concentrate on what they are reading so when they come across an advert, they concentrate on the AD. Many magazines generally contain a large number of advertisements which means this form of marketing would target all gender identities and age groups. In addition, readers have confidence in the magazine brand and therefore trust the product that is being advertised. (Business Times, 2019)

VIDEO ADVERT

A video advert is one of the most successful advertisement methods as it can easily be transferred across platforms including social media, cinema and television as a result it is some of the most economic methods of advertisement. Furthermore, these Ads can easily be shortened and this advertisement space is cheaper which allows for more companies to advertise their product especially companies with lower budget.

Video advert are effective especially for viral and gorilla marketing and as Carter Drinks brief stated that they want this campaign to go viral and video adverts are the most effective way of doing this is with video advertisement as it can be easily transferred across platforms including digital billboards/posters, social media, television and cinemas.

References

Business Times. (2019, July 23). Top 10 Benefits of Magazine Advertising. Retrieved from Business Times: www.pulsemagazine.co.uk/blogs-articles/top-10-benefits-of-magazine-advertising/

D1 (U20): Discuss the legal and ethical constraints within the planned campaign.

Legal and ethical constraints must be upheld thought all the production stages and distribution of an advertising campaign, if legal acts and legislation are not followed both Carter drinks and Convised marketing could face legal action as a result if ethical constraints are not considered throughout the production and distribution there could be a public backlash resulting in no sales and the campaign companies not having any work.

LEGAL:

Advertising standards authority (ASA) is the UK regulatory of adverts and advertising campaigns. Although they don’t have any legal their practice is widely considered legal legislation in many cases. (ASA, 2021) Founded in 1962 by CAP along with a new code of practice working in the public interest, over time their practices have developed with society and how we consume media introducing rules on the digital advertisement in 2010.

Independent press standards organisation (IPSO) they are in charge or regulating all print and press this means that the print advert specifically requested by the client will also have to meet the standards of IPSO and the ASA. Founded in 2014 to replace the press complaints commission because of the Leveson Inquiry after the inquiry showed the ineffectiveness of the PCC. (IPSO, 2021) There are a set of editor’s codes of conduct which includes the protection of minors and grieving and the insurance that everything published is in the public interest. (IPSO, 2021)

The Data Protection Act 2018 relates to how companies use people personal information ensuring that their data is protected and not shared elsewhere with other organisations. (British Goverment, 2018) The model release forms in addition to all content with them included my adhere to this legal act.

ETHICS:
In addition to all legal legalisation and regulatory bodies which must be adhered to there are ethical issues which must also be consistently considered. Inequality both racially and gender inequality is an issue in our society as a result it needs to be promoted by organisations though advertisement. Furthermore, using only one race and gender can result in the product being unappealing to people of other genders and ethnicities as they can’t see themselves in the product. Carter drinks specified the target demographic though age does not gender or race, therefore it can conclude that they are wanting Berry Blitz to appeal to all genders, sexual orientation and ethnicities as a result we need to include as many different people of different origins and genders in the campaign therefore appealing the product to more people.

In order to appeal to the LGBTQIA+ community we will be using the colour of the Pride flag within our advertisements to ensure representation for customers and to represent allyship through the brand.

Other ethical consideration includes the need to protect any minors in a campaign. (BBC, 2021) Therefore, to ensure that this is followed no minors will be used in the campaign everyone partaking in this campaign will be 18 or over.

Advertising standards agency -

here are some examples of the advertising codes of the official website which link in to the logistic of the campaign.

5.1.1
Children must not be encouraged to enter strange places or talk to strangers.

Under the CAP code of the ASA child code 5.1.1 it talks about the encouragement of entering strange places or talking to strangers. as our advertisement is filmed in an alleyway, we have avoided this by making sure the alleyway doesn't have graffiti which is representative of anti-social behaviour. There is a blossoming cherry tree which also makes the alleyway seem nicer and more friendly

5.1.4
Children must not be encouraged to copy practices that might be unsafe for a child.

In the advert the actor picks up a can that they find on the floor and then consumes the substance seemingly unknowing what it could do. This could be interpreted as being able to consume anything found on the floor. We avoided this by putting huge emphasis on the logo which is show throughout the ad therefore making it known and not dangerous.

4.7
Marketers must take particular care not to include in their marketing communications visual effects or techniques that are likely to adversely affect members of the public with photosensitive epilepsy.

In the scene where there is a change from the black and white filter to colourful, in the editing process we were careful to not make the change too significant and make it slighter. this is to adhere to our audiences who have epilepsy.

3.1
Marketing communications must not materially mislead or be likely to do so.

We decided to include the real Berry Blitz can avoid misleading the audience.

www.asa.org.uk/type/non_broadcast/code_section/03.html