The Second Advert for Research Advertising Conventions (AO2)

What is the aim of this campaign?
The aim of ECOLIFE FOUNDATION is for people always save energy whereever they may be and whatever they may do as it very vital.
For example, in the advert the little boy thinks of a bulb. This will mean using energy saving bulbs which are energy efficient.

The message is ''Never stop thinking of saving energy''. They are, basically, trying to convey to their younger viewers, children, and their parents and families, to use alternative ways to save the world from global warming. In this case, it's by using less energy.

Who is the target audience and how have they appealed to them?
I think the target audience is children because they have applied animation as their advert and on the background they've including sound tracks which has the connotations of the ''superman'' sound track which saves the world by using Compact flurencent light bulb or the sound track could also connote of finding different approaches for saving energy.
This advert sounds very exciting and interesting yet also very simple and straight forward making it more appealing for children.

What strategies have they used?
Dreams such as the cloud of an energy saving bulb. Childhood narrative which could trigger memories. The advert advises the younger audience to never stop thinking about saving energy.
Pack shot, website of the company is included at the end.

First Advert for Research Advertising Conventions (A02)

It's an advert that advises, is simple, straight forward and acknowledged.
The message is to when you reuse, reduce and renew you would create a better, healthy and unpolluted environment.

The aim of the campaign is to make children aware of the effects of not recycling which results in a field of green nature being destroyed by our garbage which is not recycled. They have used childish animations and sounds of school bells or the message trying to convey that the time is ticking. They have applied these to mainly targets children. As the bells catches their attention and the use of animation for the graphics makes it more interesting to them.

The advantage of targeting children for an environmental advert is that it is good to start teaching children to recycle, renew or reuse as they can pass such an important values and norms with them for generations and it won't be difficult or stressful issue for them to eliminate global warming which leads to natural disaster.
This is very important because at a young age children could be informed and expertise in recycling or consider global warming an important issue throughout their lifespan.

They have used many campaign strategies such as guilt, fear and insecurity by using a lorry coming in the picture and filling the frame full of garbage, narrative line, childhood imagery creating a memory for the viewers, nature and the natural world, shock by making a clean, unpolluted environment, messy and for unhumanitarian purposes.

Research into PSB Advertising (AO2)

Binge drinking targeting teenagers.

What is being advertised?
It advertises the effects of binge drinking on young people who go out on a Saturday or Friday nights. Additionally, it also raises awareness about the excessive pins of alcohol and what it can do to you after a night out.
The target audience is mainly adolescence,  aged 18-22, boys and girls.
It shows a juxtaposition of the reality where the female character doesn't wear attractive clothing as soon as she go out. Instead, she, intentionally, vomites over herself, makes her skirt wet as if she has weed herself, and all her make has run out. This way she look unattractive, unhealthy and unappeal to her opposite sex. Connoting the message that when leaving home you look beautiful, attractive and show sex appeal but don't come home looking horrible and as if you're ill.

Where/when would this be advertised?
It is very important to advertise this commercial before the adolescence are going out on a Friday or Saturday night out. This would be on air starting from 6 to 7 o'clock in advance. Or perhaps during the week evening times where some adolescence might go out for drink.

Conventions:
- There is slogan used. The slogan stated, ''You wouldn't start a night like this so why end it that way?''.  - The logo is ''Know your limits''.
- Hysterical character role play.
- Realistic narrative line
- Factual information about binge drinking.
- It is advising the young audience.
- Voice over of a female singing create a sense of humour and funny scenes creates laughter.
- Theme

Line of appeal:
- Comedy and humour
- Young attractive female
- guilt, insecurity and fear.
- Shock appeal

This commercial is really effective due to the humour that is created will make it more rememberable for the teenage viewers. Likewise, the comedy will make them think twice before going for drinking on a night out. Also, parents will advise and discipline teenager when they see this advert. Parents could be the adverts secondary target audience for disciplinary actions. This is an example of effective use of conventions and line of appeals in adverts to attract more audience attention and educate them about the choices of life people can make effects their living.

Smoking causes cancer and death advert

What is being advertised?

The PSB advert raises awareness about the fatal dangers of smoking such as oral cancer.

Most importantly, it show statistical information about oral cancer which shocks the audience.

It emphasises the helpline's number to contact them if people do really want to stop. The primary goal of this Health Promotion Campaign is mainly to stop people smoking orelse the consequences are fatal and painful. The target audience for this advert is particularly smokers aged 18-30 which are adults and teenagers who are addicted to smoking and smoke more than 5 times a day. 

Where?When would this be advertised?

At every evening time when adults and teenagers come from work or collage and sits down after dinner to watch TV. Hereby, when they wake up in the morning they will have to think twice before opening a smoking pack again. It is also suggesting that the pressure of life can be handled differently. Than, intentionally, killing yourself with toxicating smoke inside your body. 

Conventions:

- Packshot

- Slogan 

- Logo 

- Factual and statistical information

-Voice over

- Duration-30 second

- Theme is smoking

- Shock appeal- horror/ 'Wake up!' effect or the advert hammers in you mind that ''you have to stop or else....''

- Graphic imagery 

- Helpline suggests that it can be prevented or avoided if you pick up the phone and call on the helpline. So it calms the viewers down from the horrific real life experience of the woman in the advert. Yet also, the company uses this strategy of putting a statistical figure above the helpline to receive a high number of phone calls. The advert persuades their target audience to call on purpose for guidance.

Line of appeal:

- Shock tactics

- Guilt

- Fear

- Insecurity

- Realistic story about oral cancer

- Unattractive appearance of a cancer victim 

This advert is very effective as it raises awareness and guidance on the consequences of long term smoking. It basically, educates people about the long term effects of smoking and the serious effects it can have on your physical, emotional, intellectual and social sides as an individual. 

 Public Service Broadcasting about Knife Crime

What is being advertised?

The above advert clearly advertises a very effective commercial about knife crime making the matter very serious and straightforward through the use of a character walking through all these people who are responsible for one victim after his/her death. For example, walking through burial of a victim without showing any respond where everyone else is weeping besides the male character who carries a knife and who seems to have killed someone. He looks careless, irresponsible and heartless as if nothing is happening.

Message?

There are consequences for carrying a knife with you.

If you kill someone everybody will be watching you and you'll be the only person who is being punished for it. Basically, you'll be charged for it.

''Carry a knife and the consequences will follow''.  

The campaign's aim is to eradicate knife crime by producing an advert that is very serious. All the character in the advert look very serious, angry and aggressive as if they want to take revenge from the murderer.  

The target audience is mainly boys aged 17-20 year olds from any ethnic backgrounds.

Where/when it can be advertised?

I think the advert can be advertised on all BBC Channels from 7 to 10 o'clock on every commercial breaks.  

Interestingly, the advert is from the Metrapolitian Police acknowledging to the younger audience to not carry a knife with them as soon as they walk out of the door.

The campaign strategies are:

- Narrative line

- Theme is knife crime

- Packshot which is the typography, slogan and logo.

- Characters

- Voice Over

The lines of appeal are:

-Guilt

- Fear

- Insecurities

- Shock tactics

The advert about gun and knife crime is very effective because it warns, alerts and informs young people about the consequences. It a the campaign strategies to stop them from carrying a knife with them.  

Research into Public Service Broadcasting (AO2)

A PSD stands for Public Service Broadcasting. The broadcasting is intended for the public benefits rather than for purely commercial concerns.
It's ethos is mainly to raises awareness, acknowledge essential public information, adapt lifestyle choices. Public broadcasting may be nationally or locally operated, depending on the country and the station. Additionally, their aim is to inform and educate about cultural values
The aim is also to provide content that attracts a large audience. 


The communications regulator Ofcom, demands that certain television and radio broadcasters fulfil certain requirements as part of their licence to broadcast. Many BBC television and radio stations including digital broadcasters have a public service remit. In addition, all stations broadcast on terrestrial analogue television -
Here, in the UK, TV channels such as ITV Network, Channel 4 and Channel 5 have got an obligation to provide public service programming as they can be viewed freely almost anywhere nationwide.


The types of topics it could advertise is, primarily, about global warming, smoking, unprotected sex, alcohol, dietary choices or lifestyle choices. Reducing danger, hazards, risks, death rates, morbidly obesity which can have a massive impact on the NHS services. All of these adverts are offered for the public viewers because it is to their benefits and it has got a subsequently advantages to everyone from human beings, to nature and wildlife habitats.