L2 Cambridge Tech.

Task 11

1.)    How is the ASA funded?

The ASA is funded by advertisers through an arm’s length arrangement that guarantees the ASA’s independence.

Collected by the Advertising Standards Board of Finance (Asbof) and the Broadcast Advertising Standards Board of Finance (Basbof), the 0.1% levy on the cost of buying advertising space and the 0.2% levy on some direct mail ensures the ASA is adequately funded to keep UK advertising standards high. We also receive a small income from charging for some seminars and premium industry advice services.

We receive no Government funding and therefore our work is free to the tax payer.

2.)    What exactly does ASA do?

I got this information from www.asa.org.uk.

Our Mission

Our mission is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society.

We aim to achieve our mission by getting better at regulating ads in all media, and in particular by:

• Making a success of regulating online ads
• Being an effective part of the response to societal issues shown to be affected by advertising
• Placing more emphasis on prevention rather than cure
• Being more efficient and in tune with consumers, business and society 

Our values

Our shared values are to be:

• Consistent and proportionate
• Reliable and ethical
• Fair and respectful to all
• Accessible and helpful
• Intelligent and thorough, but also timely and proportionate
• Open and accountable, acting with integrity and never being afraid to admit when we’re wrong
• An excellent team, inspiring excellence in each other

Our external stakeholders will also find us:

• Independent in administering the Advertising Codes
• Evidence-based, targeted and consistent
• Reflective of society, not a social engineer

3.)    How does Self-regulation of Non-broadcast advertising work?

Self-regulation means that the industry has voluntarily established and paid for its own regulation.

 

The system works because it is powered and driven by a sense of corporate social responsibility amongst the advertising industry. Advertisers have an interest in maintaining the system because:

•Making sure those consumers are not misled, harmed or offended by ads helps to maintain consumer confidence in advertising. Advertising that is welcomed by consumers is good for business.

•It maintains a level playing field amongst businesses. It is important for fair competition that all advertisers play by the same rules.

•Maintaining the self-regulatory system is much more cost-effective for advertisers than paying the legal costs of a court case.

 

4.)    How does regulation work after an advertisement has appeared and what sanctions can the ASA impose?

Even though many steps are taken to ensure ads are in line with the Codes before they are aired or published, consumers have the right to complain about ads they have seen, which they believe to be misleading, harmful or offensive.

 

 The ASA can act on just one complaint. We don’t play a numbers game: our concern is whether the Codes have been breached.

Most information was collected from http://www.asa.org.uk/

Task 12

1.                  What the code applies to

 The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow. This Code must be followed by all advertisers, agencies and media.

 

The Code is enforced by the Advertising Standards Authority, who can take steps to remove or have amended any ads that breach these rules. 

 

2.                  What are the central principles of the code?

They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.

 

3.                  What are the basic rules of compliance for the code?

The central principle for all marketing communications is that they should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code.

 

4.                  List all the different sections of advertising which the code covers

     It covers ads for things such as Weight Control and Slimming, Financial products, food, food supplements, associated health or nutritional claims, Gambling, Lotteries, Alcohol, Motoring, Employment, Homework schemes and business opportunities, political advertisements, sales promotions, distance selling, database practise, environmental claims, medicines, medical devices, health related and beauty products, Tobacco, Rolling paper and filters.

5.         Pick four sections and give more details about the rules which govern advertising in those sections.

Motoring…

An example of some rules for “motoring” would be…

“19.2    Marketing communications must not condone or encourage unsafe or irresponsible driving. If it could be emulated, marketing communications must not depict a driving practice that is likely to condone or encourage a breach of those rules of the Highway Code that are legal requirements if that driving practice seems to take place on a public road or in a public space. Vehicles’ capabilities may be demonstrated on a track or circuit if it is obviously not in use as a public highway.

19.3    Marketing communications must not depict speed in a way that might encourage motorists to drive irresponsibly or to break the law.”

http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Section-19-Motoring.aspx

 

 

 

Alcohol…

-          An example of some rules for “Alcohol” would be…

“18.1     Marketing communications must be socially responsible and must contain nothing that is likely to lead people to adopt styles of drinking that are unwise. For example, they should not encourage excessive drinking. Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable.

18.2     Marketing communications must not claim or imply that alcohol can enhance confidence or popularity.

 

The rules in this section apply to marketing communications for alcoholic drinks and marketing communications that feature or refer to alcoholic drinks.”

 

http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Section-18-Alcohol.aspx

 

Pretty much, this law protects those who are underage from being subjected to alcohol advertisement.

Lotteries…

 

-          An example of some rules for “lotteries” would be…

“17.1     Marketing communications must not portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm.

 

17.2     Marketing communications must not suggest that participating in a lottery can provide an escape from personal, professional or educational problems such as loneliness or depression.

 

17.3     Marketing communications must not suggest that participating in a lottery can be a solution to financial concerns, an alternative to employment or a way to achieve financial security. Advertisers may, however, refer to other benefits of winning a prize.”

 

http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Section-17-Lotteries.aspx

 

Basically these rules are in place to ensure that lotteries are not marketed to children who at this stage are very impressionable.

 

Gambling…

An example of some rules for “Gambling” would be…

“16.1    Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited.

 

16.2    In line with rule 1.2, the spirit as well as the letter of the rules in this section applies whether or not a gambling product is shown or referred to.”

 

http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Section-16-Gambling.aspx

 

This rule same as others, is pretty much protection of underage children who are impressionable and making sure that gambling isn’t promoted to them.

Researching Advertisment Campaigns. (Task Ten)

  BMW Advertising Campaign.

 

 Call of Duty Advertising Campaign.

 

Xbox One Advertising Campaign.



Rule Of Thirds. (Task Nine)

Close Up

Medium Close

 Mid Shot

 Long Shot

Differentiating the Appeture in Photography. (Task Seven)

 F-29

 F-16

 F-36

F-32

Experiment with focus. (Task Eight)

(

introduction to the concept of depth of field.

Slow Shutter speed. (Task Six)

I used a slow shutter speed and i moved the "Action Men" around, giving it a motion like effect.

Foreground/Background Focus. (Task Eight)

 Foreground out of focus
Background in focus.

 Both foreground and
 Background Out of focus.

 Both foreground and
 background ar in focus.

Foreground in focus
Background out of focus.

Taking Photos Using slow Shutter Speed. (Task Seven)

Taking Photos Using A Slow Shutter Speed.

 

                                  

                           

          

 

Analysing photos used in media. (Task Four & Five)

Independent Picture Libray. Alan Edwards. (Task One)

An independent Picture Library of Sport, Education and Gymnastics. The library is the work of photographer Alan Edwards and has 15,000+ images on file.

Sports Photography; Bob Martin. (Task One)

Sports Photography, Bob Martin is a multi-award winning sports photographer specialising in shooting action, graphic and editorial pictures for advertising, corporate and editorial clients.

George McCarthy Pictures. (Task One)

ACKNOWLEDGED AS A NUMBER ONE CHOICE

FOR WILDLIFE WORKSHOPS IN THE UK

 

 

 

 

 

 

Peter Woods Pictures. (Task One)

                                                              

Born and bred in Hertfordshire England Peter has been taking images since the 70’s. His passion for photography was re-ignited when he purchased his first digital Digital SLR in 2003. Peters love is Nature and Wildlife and likes nothing better than to be out photographing these subjects.