Task 3

Analysing a television advertisement

I believe the form and style of this advert is aiming for humour and parody, i believe that because no one would of ever expected to see a Gorilla play the drums from a famous rock song which must of grabbed the audiences attention. There is even a bit more of humour shown when the Gorilla is breathing in preparing to play the drums showing that the Gorilla is quite serious about it.
The target audience for this advert was probably targeted at people who watch funny programmes (meaning they were showing the target to those who enjoy humour) also possibly on Wild Life documentary shows just to make people who are into wildlife laugh. They also showed this advert in over 850 cinemas and even in the commercial just before the 2007 Rugby World Cup started. They received great reviews and comments for this advert on YouTube and other places. This advert did not use celebrity endorsement because the Gorilla didn't speak itself. I believe that the advert had a emotional response of positive confusion and laughter. Since the advert was released, Cadbury made a lot of money and i believe that this advert had people even buying more of their products and there wasn't and persuasive devices used or anyone talking directly to the audience.
The advert begins with the camera looking at the purple background then it goes into a close up of the Gorillas face/eyes. The camera position eventually changes and zooms out so that we can then see the Gorilla properly. Once the Gorilla appears to be ready before the beat drops, the camera then zooms out again and we see the drum kit in front of the gorilla which the gorilla starts to play. After that the only thing that keeps changing is the camera angle which changes a few times. There was only 2 fades in this advert which were at the beginning of the video and near the end where a packet of Cadbury chocolate appears.

        

Task 4

What the ASA/Ofcom does
'Ofcom' stands for 'The Office Of Communication'. They are the government approved regulatory and competition for the broadcasting, telecommunications and postal industries of the UK. They have a lot of power over the television, postal sectors and radio. Their responsibility is to know and deliver the interests of citizens and customers. They gain this information by promoting competitions and protecting the public from things that may be offensive to the audience.
'ASA' stands for 'The Authority Standards Authority'. The ASA make sure that the media of all types such as newspapers, billboards, magazines and etc ... even the internet is legal and trustworthy. If they fail to do their job then the advert has to be withdrawn. They also cover all other imaginable adverts in things such as shopping channels, posters, cinemas and even their own website or social media websites.

Particularly controversial advertisement and recent advert
The advert from 'department of energy and climate change' received 939 complaints because it became a controversial advert. This was because at the end of the advert  the girl turns to her father and asks: "Is there a happy ending?" The voice-over states: "It's up to us how the story ends. See what you can do. Search online for Act on CO2." People complained saying that they believed the campaign was misleading. The ASA did not approve with the majority of the objections.

Task 7

Sources of information
Information can be gathered from the audience in different ways and they gather this information because it will let them know how much it will cost to advertise before putting it on air. Information is gathered through information packs and rate cards and these methods are useful because the company will know if they can or cannot afford to put the advertisement onto the television.

Rate cards
Rate cards are documents which contain information of the price of a advertisement placement. There are rate cards on the Itv website and most of the cards are identical. This type of rate card shows which region the people live in and the category of the television programmes that they like to watch.
For example when Eastenders is on it gets a lot of views and a lot of people will be watching it and maybe as a family which would make it a great moment for the advert to be shown. The rate cards are also beneficial to the company because they will know when the best time to show the advert will be. On the other hand, a negative thing is that people may have coincidentally turned the channel at the exact time that the advert starts or the television could have just been left on that channel by accident whilst they were doing something else.

Advertiser information packs
This pack is essential to advertising companies because they help them to plan an advertisement. For example, channel 4 have online advertising. It is essential for companies to get this information because they need to plan their advertisement. Air time is basically the duration of time that they have at their disposal and it is usually measured in seconds. They are usually known as quick awareness advert, which would be the short adverts on programme breaks. All adverts time duration can vary from 5 seconds to 120 seconds and the more air time required for the advert means it will be more expensive, this is because they are using up more air space which other adverts could use. A pro of using a quick awareness advert is that it creates awareness to people in a short amount of time. On the other hand this all depends on how well the company plan it.

Online advertising
This is a strategy which companies can use to spread their advert across the nation. It is a good way to promote things such as brands and devices because a lot of people use the internet meaning a lot of people will get to see it and it will be seen a lot on social medias such as Facebook and Twitter.

Task 2

Humour 
This advert is funny because of what the man was trying to do by taking a picture with another woman and send it to his friend to say that he met someone and went back home with her but its actually just someone that was sleeping on the plane. Humour adverts are also liked because they are like parody adverts and ridiculous. This type of advert would be shown on channels which focus on comedy programmes.

                        

Parody advert

A parody advert is basically when they take the concept or idea of one idea and then change it to make if funny, ridiculous and exaggerated. These types of adverts humour almost all audiences because they are actually funny and unrealistic. These adverts are designed to make you believe that the beginning of the video is actually going to be genuine and a serious advert but it leads to something else. This type of advert is mainly targeted at people who may of had a negative reaction to the iPhone 5 when it was released and were thinking the same things as the video.



Shock advert
These type of adverts are used to really grab your attention and make you aware of things that you may and should now which can relate to your health. This advert is trying to say that you shouldn't buy medicine from the internet because its possible for there to be rat poisoning in the medicine. What makes the advert even better is that part where they made a rat come out of his mouth just to exaggerate it a bit so that they can shock you can grab your attention.

Surrealism
This type of advert is quite sci-fi like because it is basically when one object changes into another object like a transformation.The transformation in this advert happens when he puts the Pot Noodle in the microwave. This advert also has humour in it because its very un realistic and also it shows that a hamster is the source of power in the engine which is quite funny.



Intertexuality
Intertextuality is basically an advert which also uses text throughout the video to help them get the message across. This is good because it is as if it is a text narrative towards the audience.

Task 5

Audience research
These are types of audience research

Analytical Research
They want to know what motivates the audience and to understand 'how' and 'why', for example why they bought all of the other movie series DVDs except from the last one. This is very useful because in order to communicate and socialise with the audience so that they can get to know what grabs their attention and what really gets them going.

Descriptive research 
This is what describes the audience and their characteristics, for example who is your audience, how old are they and where do they live, This is very useful because it allows you to communicate with your audience easily so you know who you are targeting.

Tracking research
Monitors change take place over time for example how did the pattern for subscription tickets sales change over the past years. This is very useful because it counts all of the progress over the past years and coming, also what needs work.

Predictive research
This is considering 'what if' situations and things like what will happen if we was to change the face of our company.

Market research
The process of gathering, analysing and interpreting the information of a market. This can be about a product or service which is to be offered to sell in the market, this could be the past or present. There are a number of questions when you are doing market research, for example what are the other products on the market and what are the sales figures compared to others.

Primary research
This consists of doing research of yourself so that you can find out other answers to specific questions. Examples of primary research are; questionnnaires, surveys and internet groups and forums research. An advantage of primary research is firstly, having the ability to look back on previous research and secondly, being able to have greater control and it allows the marketer to have control to process what information of what they collect. But there is a disadvantage which are the costs and the time it would take to do the questionnaires and it is expensive because all of the data has to be collected independently without any help.

Secondary research
This type of research is the most common in the 21st century, it involves handling data which has been collected by someone else. Having this method means others will consult studies before press articles and reports. One of the main advantages of this method of research is that is not as expensive as primary research because all the resources are there for you to use. On the other hang the disadvantage of this type of research is that it can potentially be outdated and it could retain inacurate results. Also the previous studies may not have been directed the issue with what the researcher needs.

Qualitative research
Qualitative research is mainly used to understand underlaying reasons, opinions or motivation and it offers you to see what the problem is.

Quantitative research
Quantiative data is used to quantify the problem the problem by generating numbers or data which can be made into useful statistics by changing it. Quantitative data uses a measurable data which formulate facts to uncover patterns in research, this type of research is better structured than qualitative data. Quantitative data collection always includes a variety of surveys, paper surveys, mobile surveys, online surveys, face to face interviews, systematic observation and more

Task 6

Audience information

The audience always have a big role to play when it has something to do with the media industry and they help to become effective. The research will show you how the audience react, from seeing their reaction you will be able to separate them into groups which relate to each other because you will know their interests. The audience will be able to evaluate the advertisement so that they can see the reasons why they should or could get the product.

These are the different types of categories for audiences:
- Standard occupational classification (sometimes called social grade by advertising companies)
- Psycho graphics (a common attitude)
- Geo demographics (where they live)
- Age
- Gender

Geo demographics
Geo demographics is essential when it comes to the different areas that people live in and the things they watch. For example people that live in a Scotland may want to watch Game Of Thrones because they know that most of it is filmed in Scotland and some of the events that occur in the series actually happened in real life. On the other hand other people in other countries may not want to watch it because it has no relevance to them and do not have anything to relate to it.

Standard occupational classification 
This is also known as different social classes and there are three different/types of classes which are the lower, middle and upper class. For example if you are from the upper class you are more likely to watch the news because they may be more interested in that and if you are in the lower class then you may be watching something such as Waterloo road. When you are doing market research it is good to separate people into their social class groups so that they will all know what they would want to watch which makes it easier.

Age
When researching what things people watch regarding age there will definitely be a difference because young people are mostly at home during the day and they like to watch funny things such as Rude Tube and Total Wipeout but you will notice that older people like to watch different things compared to young people. The directors will have to analyse what young people like to watch compared to older people and see why the younger people may prefer to watch it over what the older people like to watch.

Psychographics
This is based on mental and personal interests which affects the different things that people like. People have the choice of what they want to watch because of what they are interested in or even believe in, for example a chef may only watch food related programmes because they are passionate about it. It is good and beneficial to have psychographics as a market research because then the advertisers will know and have a good understanding of what they should include in their adverts.

Audience measurement panel
This is a measurement of the popularity of the programme/show. You have to take information such as the age, gender of the people who live within a specific area. The negative thing about this is that it is costly and takes up a lot of time because you have to commit to the time that it will take to arrange the information which has been collected but a positive thing about this group is that there are a lot of reliable viewers.

BARB
This stands for 'Broadcasters Audience Research Board'. They show the official viewing figures for the television programme viewings. The MORI collect the data which shows the audience viewings and they cover about 30 million homes. About 5000 home viewing patterns are done to monitor the audience viewings to keep track of their interests.