Contextual parameters of Advertising production
What are the parameters that advertisers and companies have to work with?
Currently, there are plenty of restrictions on what is being advertised and aired on television. This is because of the critical and contextual awareness of what may be open for different abbreviations to the audience.
The parameters and regulations of advertising are the set of conducted rules that all advertisers have to follow when advertising their company. If these are not followed then the advert may be taken down. The parameters can be open to all advertising company firms or can be slightly changed to meet each individual product's purpose. Here is a link to all advertising codes of practice by the ASA (Advertising Standard's Authority). https://www.cap.org.uk/Advertising-Codes/Broadcast.aspx
What are the different types of Code's of Practice?
Firstly, there is Broadcast Media. Broadcast Media has a slightly different Codes of Practice to Non-Broadcast as it is based upon all the different media in which is upon to the public. These are using objects such as the television, radio, social media, websites and more. Broadcasting media has a very different Codes of Practice to Non-Broadcasting media as broadcasting is open to a much wider population as it covers all the different media branches through internet and technology. This is highly important that the rules are strong and detailed for users as the Broadcasting media has a massive influence on today's world.
This is a link to the UK Codes of Broadcast Advertising: https://www.cap.org.uk/Advertising-Codes/Broadcast.aspx
In comparison to Broadcasting Media, there is Non-Broadcasting Media in which is entirely different. Non-Broadcasting media is used by businesses that look at these Codes of Practice for their advertising, direct marketing, sales promotions and non-broadcast advertising in which reaches directly to their target audiences. These rules are also very important so that the content reaches the target audience while at the same time not containing abuse or highly explicit content outside the barriers of the age rating.
This is a link to the UK Codes of Non-Broadcast Advertising: https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx
If any rule from either of these Codes of Practice's are breached then the ASA will pull the advertising production from the broadcasting or non-broadcasting spectrum as it would not have been suitable for viewers. The ASA has the highest power in the industry which means they can pull on any advert seen across the media and can ban this viewing further more.
For my first advert analysis, I looked at the advert which introduces 'the can song' to Heinz Baked Beans. I looked in depth to see how and why this advert had been banned, after the ASA had said that the consumers of this advert are in danger, as the baked beans cans are not at all safe for singing and dancing purposes. After saying this, the advert was shortly banned so that the consumers are no longer in danger from how the Heinz producers are instructing their consumers to handle the cans.
This means that by giving the instructions to 'learn the can song' and tape the can because of sharp edges, suggests that they are breaking the all important codes of practice by the ASA. As Heinz beans are so popular and covers a wide audience, it is all the more important that their advertising products do not violate the codes of practice or the advert's will be taken down instantly.
In my opinion, I do not believe that this advert should have been banned as I do not feel that it is inappropriate in anyway towards its viewers or target audience, therefore I feel that this advert is perfectly safe for internet use and publicity. The only negative point I have to make towards this advert is that it may be unsafe for the viewers when copying the can can song with the can prepared. This is because the sharp and rough edges of the can may be open to cut the viewers hand are body when shaking the can about. Even though the advert has suggested you tape the sides, this could still be hazardous to young viewers if they do not have tape.
For my second analysis, I looked at the moneysupermarket.com advert.
Click on this image to see the featured website where I have extracted the main facts and information about the banned advert.
As you can see by this image, this advert is currently one of the most complained about ads with a ranking, 1,513 complaints. The Advertising Standards Authority (ASA) had no choice than to ban this advert in late 2015, after the viewers had crowned the advert the worst and most complained about advert during the year. The advert had been banned for having 'risque content' as the main character in the centre of most frames is wearing only denim jeans instead of suitable clothing like the background characters.
However saying this, Piers Newson-Smith; Head of brand at MoneySuperMarket had said that the advert did not actually breach any of the Codes followed by the Codes of Practice as they was very careful about how they had conducted the production when making the advert. Piers says "It really caught their imagination: the official video was viewed more than three million times". This shows that although the video was pulled by the ASA for countless inappropriate complaints, it was actually very successful and grew within the social media as time went on.
