Irrespective of how the advert is accessed (TV, radio, print, direct mail, posters, the Internet and increasingly, text messaging), there are standards and rules of compliance to follow.
The difficulty advertisers may face is getting their message across without offending too many people. A case in point is the latest anti-smoking advert for the Department of Health. It features a young girl saying she's not afraid of things children are traditionally frightened of (such as spiders, clowns, the school bully etc). Her greatest fear is that her mum, a smoker, will die.
Wanted - A TV advert for Angelina Jolie's film Wanted fell foul of the ASA for glamorising violence. The watchdog ruled that the advert gave the overall impression "that using guns was sexy and glamorous" and breached the Advertising Standards Code for television. Only one official complaint was received but Universal Pictures was told that the advert must not be broadcast again.
Xbox - In 2002, this advert for Microsoft's Xbox console drew complaints from viewers who found it "offensive, shocking and in bad taste". It starts with a woman giving birth to a baby boy who, in a surreal sequence, ages and eventually crashes into his own grave. The advert ends: "Life is short. Play more." Microsoft stated that the advert conveyed a "positive statement about life" but the complaints were upheld and the advert was banned.
NHS 'Scared - This campaign features a young girl saying she's not afraid of things children are traditionally frightened of (such as spiders, clowns, the school bully etc). Her greatest fear is that her mum, a smoker, will die. Concern that it might distress youngsters viewing without an adult to explain it to them has led to broadcast restrictions. The watchdog has ruled that it must not be shown before 7.30pm.
VW 'Fight' - An advert inspired by The Matrix can't be contentious, right? Wrong. Over 1,066 complaints were received for this commercial promoting the new Volkswagen Golf. An engineer has a series of vicious fights with sinister clones of himself and at the end, the strapline proclaims: "Sometimes the only one you have to beat is yourself..." Viewers objected to the level of violence, especially when children may be watching. The ASA agreed and ruled that it must only be shown after 9pm.
Renault Mégane - Back in 2006, four complaints were received about the Renault Mégane advert which showed various people wiggling their bottoms to Groove Armada's I See You Baby (Shakin' That Ass). Complainants said the phrase 'shakin' that ass' was unsuitable for daytime broadcast but their objection was dismissed. The ex-kids restriction was upheld, meaning that it could not be shown around programmes made specifically for children but could be shown at other times of the day.
沒有留言:
張貼留言