For my reasearch, I have found who the ASA are and have also about the rules set for print advertising. Since then, I have looked at adverts that have conformed to their rules and those that have not. This has all aided my understanding on what is is and is not acceptable in print advertisements.
The ASA
The Advertising Standards Authority (ASA) is the self-regulatory organisation operating in the UK. Founded in 1962, it is a non-statutory organisation organisation which means it is unable to 'interpret and enforce legislation'. The Advertising Codes are applied by the organisation of the codes have been written by the Committees of Advertising Practice (CAP).
ASA Rules related to Print Advertising
In this section, I have outlined some of the rules from different sections which apply to print advertising
Compliance
1.1: The print ad should showcase the truth and be legal
Recognition of Marketing Communications
2.1: The advert should be 'obviously identifiable' as one
Harm and Offence
4.1: Adverts must take care not to cause 'widespread offence', it should aim not to offend any; age, disability, gender, race, religion or sexual orientation. The ad should not be seen as unpleasant, offending the public
4.2: The print advert should not give anyone distress or fear without a purpose that is justified and should not be excessive. No scandalous claims should included and images there to capture attention with no other reason should be excluded
4.8: Under 18's and those who seem to be under 18 in an advertisement must not be displayed in a sexual manner
Advert Banned by the ASA
-Displayed around Westminister Abbey just before the Pope's visit to London
-The ad mocks the religion of Christianity and Christians and Roman Catholics alike, this means it causes widespread offence to people of religion mentioned above
-Tries to come across as light-hearted with the phrase; 'ice cream is our religion' but is deeply offensive -After only receiving a few complaints, the ASA banned this Anthony Federici ad, the company also confessed to attacking religion
Advert Accepted by the ASA
-Shows the passing of a package from the USA to Brazil
-It is very inventive and its idea is unique
-The natural colour background is artistic and realistic at the same time, the window shutter blend in well and for this colour scheme -This FedEx ad does not offend anyone and its demographic is everyone around the world, this is projected through the obvious hint indicated in the ad
-The photo is not excessive and does not include copy such as strapline that could be insulting
What I have learnt about the ASA rules in relation to television, print or radio advertising and how I intend to use this knowledge and understanding, to ensure my production is appropriate to the media industry context of the set brief I have chosen
As a result of my research, I now have a firm idea on what is appropriate in this form of advertising and what is not. I will to be inventive with my ideas without offending any particular audience in the process. My print ads will feature aesthetically pleasing images without being there just for the purpose of attracting an audience. I will include honesty within my ads without disclosing things are not proven to be true.
Total Film
Total Film is a British magazine which produces 13 issues a year, new issues are published every month in addition to a summer issue. Its first issue came out in February 1997. The price of each magazine is £3.99. The magazine provides its readers with: reviews, features on big new releases, news on industry and upcoming films, DVD reviews, games as well as the culture surrounding film.
Since my target audience are people who read Total Film magazine, I have done some research into its audience:
Total Film's audience are avid viewers of film and are aged between 18-35, their average reader is 26 years old. The magazine has a predominantly male readership of 75% and the average income of a reader of this magazine is £34,532. They are interested in Hollywood films, new releases (52% frequently watch new movie releases) and are willing to share their knowledge on film.
The content the magazine typically provides are news and reviews, to make sure my adverts are appropriate to this target audience I will include a memorable quote from different films.
-Here an example of a Total Film Magazine cover, it is Total Film February 2018 Issue 268. The cover is relevant to film goers featuring the new Hollywood release of Black Panther and also mentions other films such The Shape Of Water.
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