Create a proposal including:
- title
- aims and objectives
- target audience
- key messages and purpose
- cal to action
- media choices
- content
- scheduling and key dates
- resources and personnel
The aim is to produce three types of adverts on different media platforms. This include forms such as print, broadcasted or online. The adverts have to appeal audiences from 13-39. The client asks for the adverts to be appetising for kids aged 13-18, and those in their 30s who appreciate the retro feel. Another objective is to reach the level of 'viral' with each of the adverts in order for the whole campaign to be received by the largest possible audience to allow the drink to do well.
A further necessary aim is to win the contract being offered by the Phizzwizzard company. This means that my company has to provide a portfolio matching the high standards which the client will be expecting. We have to be able to provide a considerable amounts of knowledge of different types of product within the media industries and how to make adverts on multiple stages.
Another objective made clear by the client is the desire for a billboard advert, magazine advert and a video advert as well as ideas for the other elements of the campaign that will be shown on Facebook, website and on their Instagram page.
The title:
Phizzwizzard
Aims and Objectives:
To promote Phizzwizzard's drink to a large audience of teenagers and adults to increase the sales of their drink, as well as the interest and knowledge of the drinks existence. Another of the campaigns aims is to go viral to allow the sales of the drink via a wide range of media platforms, such as billboards, film and social media platforms such as Facebook. The aim of selling their drink is seen through the clients desire to target demographics like teenagers and young adults.
Target Audience:
Their product is aimed at two different target audience ages. One which is '30-something'. Due to their age they are more likely to have a higher income and more health conscious. The other target audience the client mentions is those aged younger at 13-18, and they are around the ages of school children. Due to their age they are more likely to have a low income part job or may not have a job at all. The younger ages are more likely to use social media such as Snapchat and TikTok, whereas people aged 30-something are more likely to use social media platforms like Facebook and Instagram, meaning if it's spread to social media apps and links, a large amount of people will see the campaign on these platforms.
Key Messages and Purpose:
Carter Soft Drink uses a USP (unique selling point) in their advert which is that their drink is sugar free, healthy and a distinct taste of strawberry sugar-laces. These selling points helps to prove to people they're different from other similar companies and not like all other fizzy drinks, which are unhealthy and full of sugar. Their message is also that they bring a lot of fun and joy to people, through the use of the retro theme, the colours used and flavours, which all gives positive vibes.
Call to Action:
I would have a slogan such as 'Get Fizzy Wid' It'. This would encourage people to buy the fizzy drink as the slogan refers to the enjoyment and getting frisky which has connotations of summer. The summer vibes which the campaign and drink brings to the consumer is telling people that if you buy it, it gives you positive vibes and brings a lot of joy, felt in times of summer, into what you're doing and when spending this with others.
Scheduling and Key Dates:
I would want to launch this in the summer, possibly just before schools break up for their summer holidays. This is because fizzy drinks are more popular in hot conditions, as people want a refreshing drink to cool them down and to get energised . As one of the target audiences is 13-18 years of age, launching it ready for their summer holidays is convenient as they can then buy it and share/spend time with their friends during their time off in the summer holidays.
Resources and Personnel:
I would need a model for the social media ads as this involves a person holding the can, I would also need a photographer and camera man to take the pictures and films. Further, I would need graphic designers to help make the adverts and people who can use the appropriate and relevant software such as Adobe photoshop, premiere pro, and Microsoft excel.
I would need these recourses in order to create the adverts for Carter Drinks. The camera and the camera operator are key to create the Tv advert in which Carter Drinks specifically asked for us to create. A camera allows us to shots the footage needed and the operator is the person who films the shots. A graphic designer, or a small team of, are also crucial for the project as they will create the social media ad and poster. The graphic designer will need the software mentioned above. These are top programs which will allow them to create, edit and design the best adverts. The software the editor will need is adobe premier which will allow all the footage to be put together to make the final product.
Media Choices and Content:
Social Media - Social media is a marketing technique we definitely want to utilise is social media advertisement. Social media is the perfect opportunity to use the hashtag #GetthatPhizzyPheeling as a means to link all the marketing material together in one accessible space such as a product Instagram account. Different social media platforms such as Twitter, Facebook and Instagram are where a large portion of our younger audience is going to be located due to the internets popularity in todays society, allowing us to create audience engagement between the campaign/product and the online users. Furthermore, we can also use social media influencers, like UK Youtubers who are also popular on the social platforms, in order to bring in an even larger audience. The plan would be to pay internet influencers such as YouTubers or Instagram models, in order to advertise the drink using the allocated hashtag. This would act as a sort of endorsement, where the brand posts animations or announcements or social media using the influencers identity whilst the influencer promotes the product in their work e.g. sponsored Instagram post or at the start or end of a YouTube video. We would also provide the influencers with some sort of incentive/reward which they can give away to their fans; most popular rewards in the modern day include online discount codes and vouchers. The social media post will feature also on the platforms; Instagram and Facebook. The advert design will be the same throughout, as will the size of the image used. Social media ad will also feature a hidden hyperlink when users click on the image which will take them directly to our website where they can find where to buy our drinks. 
Magazine advert - A double page spread is an advert in a magazine or newspaper (more often a magazine). The product is one which targets at a younger audience, summery vibes and people who are health conscience, sugar free. A double page spread of a product like the one we are advertising would fit well in a fitness magazine, such as Men's Health and Women's Health. This matches the audience of those concerned with health. However, magazines of a younger audience could be Match Of The Day, or a gaming magazine as the drink has retro links, often attributed to gaming. The magazine advert can have two versions which Carter Drinks can then pick from. The first is the double page spread, previously mentioned. However, the other is a single page which would feature just the product with the slogan and the same design as the first page of the double page spread concept. This would save money and can be debated of being more effective as a double page not be seen as necessary.
My magazine advert fits within the remainder of the campaign as elements from other print adverts amongst the campaign are used, allowing association with the product and main campaign. It connotes the idea of a strawberry flavor through the strawberry vines that surround the main image, as well as strawberry laces through the cursive, red, font. These strawberry laces allow for a target audience used to this style to feel targeted and aimed at (this group being 30-year-olds as they grew up with the laces sweets) The use of brief information about the drink and its contents allows for part of its USP to be obvious, along with other inclusions to do the same thing (e.g. the font and font colour as previously mentioned).
The billboard in my opinion is one of my best designs. The vines in the back ground, a bold red, act as visual leading lines drawing the attention to can in the foreground. The red of the vines are representative of the flavor of the drink, strawberry laces, as the vines look like them. The background is a bold, candy colored green and will allow the background and the product being promoted to stand out. The distinction of the billboard is that the slogan is of high attention, allowing the catchy slogan to take center focus. The slogan can be turned into a jingle when reading it out. The billboard therefore allows for the audience to get a catchy jingle in there head and allows the product to be remembered through the small song.
Poster - A poster will be used as part of my multi-media campaign which will be placed in various public spots around cities in the UK. A good spot to place a poster would be bus-stops due to buses being frequently used by the younger generations who may take the bus to school or work. This in turn means the ad will be frequently seen and get stuck in the viewers head. Posters are visually based, meaning the design team can use various techniques such as visual hierarchy, use of white space. golden ratio, and the rule of thirds in order to make the final product as attractive as possible; this is much easier to accomplish than on a billboard as posters allow a mixture of large bold titles to draw the viewer in and small details in case the viewers wants to look into the print a bit more.
My poster design is good because it uses multiple design techniques and uses bold colours and design to stand out and draw attention, while looking good. The vines in the back ground, a bold red, act as visual leading lines drawing the attention to can in the foreground. The red of the vines are representative of the flavor of the drink, strawberry laces, as the vines look like them. The background is a bold, candy colored green and will allow the background and the product being promoted to stand out. The product itself will have a lighter red glow showing it as an almost holy product, somewhat of an halo surrounding its crown. The social media will be at the bottom left and will be useful to promote our other platforms to gain traction and popularity. Carter drinks is also on the poster, promoting the company allowing the customers to know of the company and their other products
To get an initial idea of the campaigns presentation and its aesthetic theme, I created a mood board of simple standards featuring some imagery which should prove helpful as a starting point in the creation of the advertising material. The mood board helps us visualize the proposed product and campaign, by presenting some key ideas which might be taken into consideration when designing the poster, social media posts and TV advert. Some of the key themes we are thinking about are a large use of the colours red, green and white, with red strawberry sweet strings acting as vines. The font would be that of fabfeltscript. The tv advert would be highly colorful with goofy characters such as old women and bright lights.
Videos are very good at promoting a product, and are usually what campaigns are built around/their main focus. They summarize and get across points of the product easily, creating good scenarios for the product to make it look the best it can to the consumer, and link it well with the target audience so it appeals to them. Video adverts can be funny and quirky, or serious and deep, depending on the product being advertised, its use, and the company's desired identity. Usually they cost the most to produce, however are worth the cost as video adverts are an easy way to consume media, and are usually quite popular with audiences, especially in the target demographic given, and moreover, they don't cost much at all to put online. Platforms such as YouTube and Venmo have become platforms where advertisers can freely upload videos, or choose to place a promotional advert before a video for a small cost. Moreover, the same video can be used when advertising on TV, which although is expensive, it ensures that all audiences are targeted. Social media is another platform that can be used to promote the video advert with free upload costs. In order for the video to truly take off, however, things such as celebrity features or celebrity endorsement must be considered as they would be elements to help build hype around the product. This all depends on the budget, however.
Conventions for Posters - Large image of the product in the center of the poster with bold text that stands out above and below. A slogan the company has created tends to be found either next to or above the product, with the logo of the company near the bottom corner. Usually some sort of information surrounding the drink is found above the image too, but in smaller text as attention doesn't want to be drawn from the product. All text is found central to the post.
Conventions for Audio-Visual/Video Adverts - Actors who fit within the target audience through age, gender and ethnicity are used to advertise the product as this is who the company are wanting to buy their product. They usually do something that connotes the idea of the product's/company's ethos and the product is shown in an obvious ways, usually with the actors using it in some way, i.e, drinking a Coke. The logo tends to be shown at the end of the advert, along with a slogan/message, which usually includes extra information that falls under the product's USP (e.g. "No added sugar" or "ethically sourced")Conventions for Billboards - Billboards are similar to posters in terms of content and design. They tend to include the image of the product taking up a large amount of the billboard, but rarely central. Text is usually next to the image of the product and is short and simple to understand, and for the most part is the slogan of the campaign/advert. Usually the image is on the left and the text is on the right. The logo is found in the bottom corner (usually the left-side).
Conventions for Social Media Advert - Social Media Adverts tend to be pretty diverse and unique, however, for the most part, the product is shown in some way, usually through an image of the product, the slogan, the brand name and a logo of the brand is also included in some way depending on if the advert is a video, gif, poster, etc. There is usually also a call to action such as "Buy now" or "Use #SHAREACOKE" as examples. There tends to be links to the product website too, but it does depend on the type of product and the target audience too.
Conventions for Magazine Adverts - Can be either a single page or a double page advert. They can be simple or complex, but for something like a drink, simple is more common, like the Coke adverts featured later. In this style, the drink is often central and the slogan is above in simplistic, usually in a font that matches the drink's brand and the target audience in terms of class, age and gender. The product tends to be in front of a basic background, such as a block white colour. Below the image (or to the side) is a little bit of information surrounding the product, such as key info on the product, but is in smaller text size. In the bottom corner there is the products logo.
Equipment Issues | If there are issues with equipment in some way we will ensure that there are duplicates of the same equipment so that we are not delayed in shooting. There will also be duplicates of batteries, lenses and chargers to reinforce this. |
Transport Issues | If transport becomes an issue, we will ensure that members of the team, cast and crew have another way of getting to the location like an Uber or Taxi or change location to fit the cast at the time |
Bad Weather | If the weather is bad when shooting, instead of postponing the filming, we can shoot scenes inside in the meantime to prevent delays. We can attempt to shoot scenes outside too in poor weather, but we would have to do a lot of editing to change the footage unless we decide to implement additional scenes into the advert. |
Cast/Models cancels last minute | 1) We reschedule the entire filming for another time. Or, 2) We have backup actors/models that are available on the day that we use to call out and shoot the advertising material instead. |
Issues with Location | If the location is waterlogged, being used by others, or there is a general issue that would effect the end product, we will have back up locations chosen too. On top of this we will have members of the team who will go to each location before-hand to find which is in the best condition |
Staff unavailable last minute | If any staff members become unavailable, we will ensure that we have some backup staff members that can fill in and take the roles that those who can’t make it would have had. This could include camera operator or director. |
SSD Wiped | If the SSD or general footage is wiped, we will have backups on multiple hard drives. We will have some with backups of the raw footage, and others with edited footage/final cuts as soon as we can back them up. We also ensure that there are multiple copies on multiple devices to ensure nothing is lost. |
Activity
What are you doing? | Hazard
What might cause danger or injury? | Risk What will be the potential effect of the hazard? To who? How? | Controls
What measures will be in place to reduce the risk? | Probability
1-5 | Severity
1-5 | Risk rating
(PxS) |
Getting to/from location | Car Crash or traffic jam | No effect, Trauma, Head injury, Damage to all/any parts of body (break/fracture/bruise), Cuts over body, Fall unconscious, Coma, Death | Give safest route to location, ensure quality designated driver is taking people to/from location | 1 | 4 | 4 |
Moving Equipment | Camera and lighting equipment could be dropped by person carrying it. Equipment could also be dropped. | Broken bones to those who drop equipment, or it fall on, damage to muscle for those who drop equipment, concussion to those who drop equipment if they fall over | Be careful when carrying heavy equipment, use trolleys and have multiple people carrying one piece of equipment | 2 | 3 | 6 |
Taking Photos | Tripping over wires or general obstacles | Head/facial/arm/torso/ leg/foot/ injury (broken bones/fracture/cut/ etc) to person who tripped over. | Warning signs around and over wires and obstacles that pose large threat Move wires out of the way Cover wires with wire track | 4 | 2 | 8 |
Taking Photos | Equipment collapses | Broken bones to those who equipment falls on, bruising and cuts possible too, possible concussion Equipment could also break | Ensure use of professionals to set up the equipment. Keep people away from the Equipment and others watching it to ensure safety. | 2 | 4 | 8 |
Using equipment | Electric shock | Pain/Tingling/Numbness/Weakness around body (Can be Temporary or Permanent) | Ensure safety guidelines are followed when plugging in/out equipment, and ensure minimum risk (evaluate situation) | 1 | 3 | 4 |
Eating in room | Choking on food or causing allergic reactions | No effect, Damaged lining of airway/swelling airway, Falling unconscious, Death | Ensure at least one person knows First Aid and is always around, Ensure food is cut up into smaller pieces | 2 | 4 | 8 |
Travelling to location in school | Falling over or being held up | Minor and Major injuries, no effect | Ensure warning signs placed around school about hazardous areas | 3 | 3 | 9 |
Travelling around school | Falling up/down set of stairs | No effect, Minor injury, Major injury, Death | Have warning signs around school about hazardous areas, Have people around when climbing stairs so they can catch/help anyone who falls and ensure safety precautions are taken | 2 | 1-5 (depending on how far/way fallen) | 2-10 |
| | | | | | |
Photo shoot | Spilling liquids on electrics | Electric shock, Pain/Tingling/Numbness/Weakness around body (Can be Temporary or Permanent) | Ensure liquids kept away from electrics and no one is near electrics when not in use/unneeded. Allow only professionals to handle equipment. | 1 | 3 | 3 |
Recording Video Advert | Falling over while recording | No effect, Trauma, Head injury, Damage to all/any parts of body (break/fracture/bruise), Cuts over body, Fall unconscious, Coma, Death | Ensure someone is watching videographer and behind them at all times to help guide them and make sure they do not fall or have any other issues. | 3 | 1-5 | 3-15 |
Recording Video Advert | Tripping on Wires and other obstacles | Head/facial/arm/torso/ leg/foot/ injury (broken bones/fracture/cut/ etc) to those who trip over the wires | Warning signs around and over wires Move wires out of the way Cover wires with wire track | 3 | 2 | 6 |
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Script:
Scene
1:
Set –
Welwyn North Train Station
Stage
directions:
·
Old
woman shuffles and buys a coke from a vending machine
·
Her
grandson honks and she calls out
Old
Woman: Coming love!
Stage
Directions:
·
Old
woman shuffles on
Scene
2:
Set –
car
grandson:
You ready to play football grandma?
Old
Woman: Yup. Got my coke
Grandson;
urr not a coke
Scene
3:
Set –
School Astroturf
Stage
directions:
·
Old
woman grabs her coke from her bag
Old
Woman: I can’t wait to play footy with you boys!
Football
player: (confused look) you’ve only got a coke? Is that enough?
Old
woman: (about to drink her coke)
Other
football player: Oi (throws Phizzwizzard can out of shot)
Scene
4:
Set –
School Astroturf
Stage
directions:
·
Boy
wakes, downs his Phizzwizzard and then runs on the pitch
·
Grabs
a ball and starts doing kicky uppies
·
Other
players looking bemused
Scene
5:
Set –
School Astroturf
Stage
directions:
·
Boy
runs with the boy and scores a screamer
·
Camera
follows boy when he runs and celebrates and shoots
Scene
6:
Set –
School Astroturf
Stage
directions:
·
Boy
celebrates in the corner
Boy:
Suiii
Boy:
Be like me and get that phizzyfeelinggggg
List of Assets:
For the advert campaign I would require the following assets:
- strawberry image
- strawberry laces image
- image of phizzwizzard can
- carter drinks logo
- target audience image
- test of slogan
- phizzwizzard logo
- strawberry background
- green background
Research into Competitors:
With the objective to make an all inclusive, attractive and efficient advertising campaign, it makes sense to research into similar products and their advertising campaigns to see what makes them successful as well as to make sure our campaign is unique. The fizzy drink market already has a lot of firmly planted brands competing for sales, such as Coke, Pepsi and Sprite, therefore it's important to see what makes them successful as well as what could be improved on and sourced for our own adverts.
Coca Cola - Share a Coke:
The 'Share a Coke' campaign is an international cross-media campaign advertising the Coca-Cola soft/fizzy drink. The campaign was made in response to a fall in coke sales with the younger generations, therefore the objective of the campaign was to utilise audience engagement in order to bring sales back up. The entire campaign was centred around customers finding their or names that held personal meaning to them, and upload pictures of them online using the #ShareaCoke hashtag on social media. The campaign was very successful due to a reasons like; connecting with the customers on a personal level, and then being prompted to create an online media post. This put the control in the customers hands and gave them the feeling as if their lifestyle was the centre of the narrative. The campaign attracted a wide audience demographic, printing a variety of labels with common names from English speaking countries, Spain, Poland, China etc, and more. They also pushed leaning towards younger generations by establishing a large chunk of the audience engagement to be focused on social media; where majority of the Millennial and Gen Z consumers are located.
A major problem that the campaign encountered was that some consumers not able to find a Coke bottle dedicated to them, or perhaps a friend or family member; leaving consumers underwhelmed and potentially offended in some rare cases. Coca-Cola responded to this by giving buyers the option to create their own coke bottle online, and while it defeated the 'scavenger hunt' aspect to the campaign, it provided a inclusive solution to the issue. In terms of the aesthetic look and house style of the campaign, Coke went with a primarily simple red and white colour scheme which reflected their brand and the ideas behind it. The fonts were also very modern and simple, prioritising clearness and simplicity over quirky designs; in order to maintain effective communication with the consumer.
Sprite - Obey Your Thirst
In the summer of 2015 Sprite released their US based 'Obey Your Thirst' campaign. The campaigns primary focus was to utilize hip-hops rise in popularity amongst the younger Gen Z generation as a mean to increase the brands popularity and create a more recognizable brand identity. The campaigns main theme is personal identity, selectively picking rappers such as Drake, The Notorious B.I.G, Nas and Rakim to work with and release 16 limited edition soda cans with their lyrics featured on the side. Sprite carefully picked this combination of artists as they all share the feature of incorporating renowned personal story telling within their music, despite the peak of their popularity taking place in different time periods. This way, Sprite is targeting multiple generations of music fans who would've grown up listening to one of these artists, allowing a personal attachment to the rapper or even one of the lyrics printed on the cans.
Alongside the cans, the campaign featured TV commercials, posters, social media marketing as well as a 4 episode mini documentary series giving prominence to artists from different corners of the US and Canada telling their own personal stories and the struggles they faced along the way. Sprite requested that Nas and Drake be included in the series to draw in more eye balls from the general public.
The campaigns house style can be described as an amalgamation (combination) of old-school and modern hip-hop's aesthetic look, featuring type faces which looks like its been taken out of rap album covers ranging from the 80's to present day. The printed material features a lot of clean monochrome graphics creating a sense of nostalgia accompanied by an abundance of negative space which keeps the attention on the artists and their stories. most notably the colour green which is the brand's signature colour can be seen all the way throughout.
Pepsi Max - LOVE IT. LIVE IT. FOOTBALL.
March of the year 2018, Pepsi announced its global campaign 'LOVE IT. LIVE IT. FOOTBALL', just in time for the 2018 World Cup. The brand brought together five of the worlds most famous footballers in a series of promotional material including a TV commercial released in over 60 countries, limited edition cans and a total of 6 of stylized posters, one for each footballer and Dua Lipa who performed at the 2018 World Cup opening ceremony and the Final. The 5 athletes include Lionel Messi, Dele Alli, Marcelo, Toni Kroos and Karli Lloyd (part of the grand image with the intention to bring in a larger female audience, and American consumers in general.)
The main TV commercial features the 5 athletes performing a 'kickabout' using balls covered in the brands Pepsi-blue paint. The campaign was also a part of the larger 'Summer of Football' campaign organized by the Pepsi company, utilizing their remaining brands such as Doritos and Walkers in order to tap in to the football summer season excitement. The campaign made sure to feature football start recognizable in different parts of the world, for example the USA, Spain, Germany, England and South America as a whole, as well as arguably the best football player of all time Messi.
The house style is focused on eye-pleasing graphics depicting icons associated with the sport and patterns from various cultures, which are of course painted in the recognizable red, blue and white colours. This can be a way of Pepsi cleverly telling the viewers that the sport and Pepsi itself share it's global reach and popularity.
Legal and Ethical Issues:
Legal Issues
In advertising it is important to follow certain rules set by national regulatory bodies in order to avoid wasting time on non publishable material or in the worst case scenario becoming the target of legal proceedings such as a lawsuit, which can greatly damage a brands resources, reputation and profits. One of the regulatory bodies which handles the regulation of advertising across all media in the UK is the Advertising Standards Authority (ASA).
Copyright
 |
| The Weekend's songs, including Blinding Lights is protected by the copyright law |
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Juice WRLD at the red carpet
|
Copyright is a type of intellectual property which gives the owner the rights to make copies of creative work which may be in a literacy, educational, artistic or musical form. Copyright issues occur when someone uses another individuals/organizations work and claims it as their own.
Content such as music or video is usually protected by the copyright and infringement law. In my TV commercial I am planning to either use the song... .In order to avoid getting legal action taken against me such as getting sued, I will ask the artists or their teams for permission. I am expecting that in order to gain the rights to the songs I will have to offer the individual or their team a satisfactory payment.
Minors - Advertisers often use children to promote products even when it's is not specifically targeted at them. This is because children are considered a strong influence over the decisions made by parents. However, due to the fact that they are generally accepted as being the most susceptible target audience who often find it difficult to differentiate between fantasies and realities it is considered illegal to depict children in an ad combined with offensive or derogatory themes. Some of the harmful depictions which the ASA deems illegal include:
- Ads addressed or depicting children must not condone or encourage unsafe practices
- Ads must not portray or represent children in a sexual way
- Ads that are suitable for teenagers but could distress younger children must be sensitively scheduled
- Ads for age-restricted products like alcohol, gambling etc. must not be targeted at or likely to appeal to under-18s
Whilst advertising on certain platforms, as a team, we must ensure that our marketing material is child friendly and doesn't promote any form of child endangerment. We must not include anything which promotes violence, sex, narcotics or any other type of inappropriate content within the adverts as if we did then we could face the problem of not being able to launch the adverts on certain TV channels, public locations and it will limit how many people our adverts can reach on social media platforms such as Facebook or Twitter where the age limit is 13 years old. It will also completely block us out of video streaming platforms such as Twitch and YouTube which have very strict policies on non family-friendly content.
False/Misleading Advertising - According to the Advertising Standards Authority (ASA) no advertisement should contain misleading content due to reasons such as inaccuracy, ambiguity, exaggeration, omission or otherwise. Brands and marketers need to hold evidence in the form of documents proving that the product which they are advertising is 100% what they claim to be. In order to avoid this issue, we must make sure that we prepare all our documents which prove that our claims about the PhizzWizzard product such as being sugar free are in fact true and contain no misleading information. This is important as the lack of sugar in our product is one of our main USPs and we can't afford to mis-advertise the drink in any way, shape or form. It also means that when advertising, we must no make any false claims and be careful with our script.
Privacy - Most countries contain laws and regulations which restrict advertisers from invading the target consumer. Due to the rise of technology a lot of advertisers in the past have implemented quite forceful techniques to reach their user such as frequent spam e-mails or direct intrusive phone calls. Many of these criticized techniques have received significant backlash which has resulted in the enforcement of new laws.
Ethical issues
Offensive, Racist and Homophobic content - Whilst these are also legal issue to portray certain groups in an derogatory and offensive manner, some arguably offensive ads can still make their way through regulatory bodies and to the public eye; like the Heineken "better is lighter" ad. This is why it is important that advertisers include a minimal amount of themes which can be perceived as hurtful and insulting. This includes subject matter such as racism, homophobia, transphobia, sexism, xenophobia, anti-Semitism or appealing to various vexing stereotypes. Some examples of what can be considered an offensive stereotype in a TV advert:
- An eastern European man being portrayed as a truck driver, alcoholic or thief
- Asians being portrayed as unable to drive a vehicle
- Members of the LGBT community being shown to be inferior or delusional
- People of African descent being pictured as criminals
- People of Arabic or Middle eastern descent rendered in a way which implies them as terrorists
The best way to avoid any ethical issues such as accusations of racism, homophobia, xenophobia etc. is to cast talent/models with a wide range of gender, ethnicity, religion or sexuality. This doesn't just avoid destroying but in fact improves the brands identity especially amongst the respected communities.
Promoting unhealthy products - Promoting unhealthy products is seen as a big red flag in modern advertising, most often due to the large amount of attention and controversy it attracts from the public. If the physical product itself rather than the marketing campaign centered around it is considered controversial, it can create a bad brand reputation and a bad common belief about the product. Fizzy drinks, are often considered to be very unhealthy and have a bad effect on your teeth, which is often true.
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