Task 4: Regulation
Regulation in television is important because adverts must give important, useful information to their targeted audiences about their product/service, because if the do not give accurate information it will cause a big problem between the advertisers and viewers/consumers and will cause people not to trust their adverts and products.
The roles and purposes of ASA/OFCOM is known in the United Kingdom as Advertising Standards Authority which is the advertising content regulation. The role that it plays is that it takes charge of outdoor advertising such as displays of billboards. ASA role is to regulate the content of advertising and they have specific rules towards products such as food, alcohol, soft drink, gambling, tobacco, health and beauty products, racism and exaggeration.
The ASA would ask two spercifc questions to advertisers which are:
1- Is your advert inaccurate or misleading to viewers?
2- Is your advert harmful or offensive to viewers?
If so then organisations like the OFCOM will have the power to either ban or outlaw these sorts of disaproved advertisements. How the ASA decides whether an adveert is approtiate is by making sure that advertisers are following the advertising codes, the ASA have the power to get the advert removed and stop it from appearing again.
The ASA interventions has changed tabacco advertising for a affimative reason and to set aside from people buying cigarettes and being encouraged by its adverts. Before the ASA interventions cigarettes and tabacco advertisements were full of ridiculus misleading information. A very well known cigarette advertiment back in the 1980s was the Hamlet cigarette company. The Hamlets cigarette adverts is one of the most controversy adverts in history as it produced many misleading and delusive information in their adverts such as smoking is health and good for you and will make you better which is certainly not true.The ASA interventions caused many advertisements on cigarettes like Hamlet which was banned for a number years till it got back in screening again.
There has been many controversial adverts in the past years. One of these adverts are the John Lewis company. The John Lewis company is one of Britians most prestigious department stores, however they caused a big outrage with what was meant to be a cute Xmas advert. The commerial showed a little boy hanging a christmas stocking on an outdoor kennel in the wind and snow. But it failed to melt the hearts of 300 people who claim it showed it was acceptable to leave the family pet outside in the cold in cold conditions. The ASA disagreed and felt the ad did not endorse or encourge animal cruelty or neglet.
The second advertisement controversy is the Phons 4U the mobile phone got the wrong tone when they tried to pull of a stangely spookey advert. In 2011, their ad which depitched a ghost like girl attracted more than 600 complaints. The girls, likened to a character from the horror film The Ring, stalked a women in a lonely underground garage before telling her about a deal for her mobile. Viewers felt that the images were inappropriate for mainstream viewing and could cause stress for children.
Another advertisement controversy that will sparkel in to everyones ears is the Go Compare. Arguable the most annoying ads on TV anyway, Go Compare caused controversy when a footballer kicked a ball into their opera singer stomach. One more of their ads showed a women wearing a balaclava shoot the singer with a bazooka. Viewers felt the scene trivialised war and terrorism. Between them ads the fuelled more than 2,000 complaints during 2012. But we will know if the compalints were genuine or just something to moan about of its irritating commercials.
The ASA would ask two spercifc questions to advertisers which are:
1- Is your advert inaccurate or misleading to viewers?
2- Is your advert harmful or offensive to viewers?
If so then organisations like the OFCOM will have the power to either ban or outlaw these sorts of disaproved advertisements. How the ASA decides whether an adveert is approtiate is by making sure that advertisers are following the advertising codes, the ASA have the power to get the advert removed and stop it from appearing again.
The ASA interventions has changed tabacco advertising for a affimative reason and to set aside from people buying cigarettes and being encouraged by its adverts. Before the ASA interventions cigarettes and tabacco advertisements were full of ridiculus misleading information. A very well known cigarette advertiment back in the 1980s was the Hamlet cigarette company. The Hamlets cigarette adverts is one of the most controversy adverts in history as it produced many misleading and delusive information in their adverts such as smoking is health and good for you and will make you better which is certainly not true.The ASA interventions caused many advertisements on cigarettes like Hamlet which was banned for a number years till it got back in screening again.
There has been many controversial adverts in the past years. One of these adverts are the John Lewis company. The John Lewis company is one of Britians most prestigious department stores, however they caused a big outrage with what was meant to be a cute Xmas advert. The commerial showed a little boy hanging a christmas stocking on an outdoor kennel in the wind and snow. But it failed to melt the hearts of 300 people who claim it showed it was acceptable to leave the family pet outside in the cold in cold conditions. The ASA disagreed and felt the ad did not endorse or encourge animal cruelty or neglet.
The second advertisement controversy is the Phons 4U the mobile phone got the wrong tone when they tried to pull of a stangely spookey advert. In 2011, their ad which depitched a ghost like girl attracted more than 600 complaints. The girls, likened to a character from the horror film The Ring, stalked a women in a lonely underground garage before telling her about a deal for her mobile. Viewers felt that the images were inappropriate for mainstream viewing and could cause stress for children.
Another advertisement controversy that will sparkel in to everyones ears is the Go Compare. Arguable the most annoying ads on TV anyway, Go Compare caused controversy when a footballer kicked a ball into their opera singer stomach. One more of their ads showed a women wearing a balaclava shoot the singer with a bazooka. Viewers felt the scene trivialised war and terrorism. Between them ads the fuelled more than 2,000 complaints during 2012. But we will know if the compalints were genuine or just something to moan about of its irritating commercials.
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