Advertising industry
Order Instructions:
This assignment is designed to allow you to demonstrate some key required knowledge areas: data analysis and matching techniques, legal and ethical requirements relating to the advertising industry, organisational products and services offered.
You are asked to research, analyse and prepare a word document/report, including in-text citation and links, referencing and bibliography. Grammar, spelling and punctuation will also be assessed.
You will need to access a number of websites including:
www.adstandards.com.au and www.aana.com.au together with any websites relevant to your chosen product/advertising campaign.
Remember to create a bibliographic list of any/all websites visited.
ASSIGNMENT NO 1
Summary: This assignment is designed to allow you to demonstrate some key required knowledge areas: data analysis and matching techniques, legal and ethical requirements relating to the advertising industry, organisational products and services offered.
You are asked to research, analyse and prepare a word document/report, including in-text citation and links, referencing and bibliography. Grammar, spelling and punctuation will also be assessed.
You will need to access a number of websites including:
www.adstandards.com.au and www.aana.com.au together with any websites relevant to your chosen product/advertising campaign.
Remember to create a bibliographic list of any/all websites visited.
Task Questions – You need to answer these specific questions
Q1 Visit www.adstandards.com.au and select one complaint from their Complaints Case Studies section.
Describe and discuss the complaints and discuss the relevant product/brand – including product characteristics. (5 marks)
Q2 Describe the target audience/s to which the initial commercial or advertisement was directed.
Discuss and describe the target audience/s and their characteristics
You must discuss both presumed (who the ad was designed to reach) and actual target audiences reached by the campaign (those audiences that were also, inadvertently reached).
Your discussion must be forensic in detail and provide insights into the TA’s lifestyles, values, demographics and geographics. (5marks)
Q3 Describe and discuss media requirements Here, you need to talk about all the media vehicles/promotional tools used to promote the product, (both the commercial complained about and any additional media vehicles used by the advertiser), and match these to / with the target audiences presumed to watch/see those media vehicles.
You must also discuss any product market forces at the time of the complaint e.g. what sort of media environment existed at the time of the viewing/airing or what was happening in the wider community at the time the advertisements were aired that may have lead to the complaints. (4 marks)
Q4 Examine the complaint in terms of existing legal and voluntary constraints. (3marks)
Visit the AANA Code of Conduct website to compare the complaint against the guidelines established in the Code.
Do you agree with the complaint resolution? Why?
Grammar, spelling, punctuation, referencing, citations, and bibliography (3 marks)
TOTAL 20 MARKS
SAMPLE ANSWER
Advertising industry
Response to Q1: Complaints and relevant product brand
The complaint selected is Case Number 008/11 that involves Independent Distillers Aust (Pty Ltd) as the Advertiser. The Advertiser placed a billboard advertisement, which showed 3 young men advertising alcoholic beverages. One of these men was on a skateboard. The comments made by the complainant with regard to the advertisement were as follows: the boy who is on the skateboard seems to be below the age of 18 years. According to the complainant, the advertisement appears to be targeting underage drinking of alcohol by using the child who is skateboarding (Advertising Standards Bureau 2014). In addition, the billboard’s location is at a train station that 3 close by schools use. The complainant thinks that the advert is sending the wrong message to children and has to be taken away. The complainant added that the ad is depicting young men who seem less than 18 years old and therefore not of lawful drinking age. The ad seems to target teens so as to make them purchase the alcoholic beverage. Furthermore, the complainant stated that the Advertiser has a legal and ethical responsibility to not target kids (Advertising Standards Bureau 2014). The relevant product is an alcoholic beverage produced by Independent Distillers Aust (Pty Ltd). The complaint concerns billboard ads for Three Kings alcohol drinks: beer, cider, as well as vodka and ginger.
Response to Q2: Target audience for the initial commercial
The target audience whom the Advertiser presumed to reach include young men aged above 18. Nonetheless, the advertising campaign inadvertently reached other audiences including young persons under the age of 18. The Advertiser noted that the 3 main models in the ad are all aged more than 18 and that even though they seem young, they are in fact over eighteen years hence are of the legal age to consume alcoholic beverages. The target audience loves skateboarding, some of the kids are below 18 years of age while others are above, and they can be easily influenced by an advert to consume alcoholic drinks.
Response to Q3: Media requirements
To promote the product, the type of advertisement / media which the Advertiser used is billboard. Two of the billboard ads feature 3 male models and each of them holds a Three Kings bottle. The 3rd ad depicts one of the male models on a skateboard while the other 2 other male models are walking behind him (Advertising Standards Bureau 2014). The audience presumed to watch include school children since the billboard advert was positioned at a train station commonly used by 3 close by schools. According to the Advertising Standards Board, skateboarding appeals to persons who are under 18 as well as to those above 18. Even as the ad shows one of the male models skateboarding and is targeted at people aged above 18, it is really not the most appropriate choice of image to be selected for an alcoholic ad, particular since there are young kids who are seen in the image’s background. With regard to the product market forces at the time of the complaint, what was happening in the wider community that may have led to the complaints is the increasing rates of underage drinking. Consumption of alcoholic beverages by children and youngsters under the age of 18 was rising in Australia.
Response to Q4: The complaints in terms of existing legal and voluntary constraints
I agree with the complaint resolution. The ads are targeted at young men aged above 18. Even so, whilst the association of young adults, alcohol and skateboarding is really not desirable, this depiction is not at odds with the prevailing community standards around safety and health since alcoholic beverages can be consumed by persons above 18 years. Section 2.6 of the AANA Code of Ethics spells out that advertising should not portray material that is against the prevailing community standards on safety and health (Australian Association of National Advertisers 2015). The advert by Independent Distillers Aust (Pty Ltd) did not portray material at odds with the prevailing community standards on safety and health and was not in violation of section 2.6 of the Advertiser Code of Ethics.
References
Australian Association of National Advertisers 2015, Code of Ethics. Retrieved from http://aana.com.au/self-regulation/codes/
Advertising Standards Bureau 2014, Standards board cases. Retrieved from http://adstandards.com.au/cases/2014/cases/2014/August?keywords=alcohol&op=Search&fromDate[date]=&toDate[date]=&media=&category=&determination=&grouping=Determination
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