Outcome 1 - Know about the Structures and

Techniques of Television Advertisements

Introduction
Advertising is the profession of producing
advertisements for consumer goods and services, it is a
type of market communication that that employs a
non-personal message with the sole purpose to
promote a product. The core belief of every
advertisement campaign is that if you can get the right
emotional response an audience it will greatly increase
awareness and preference for your brand. The purpose
of this assignment is to analyse different types of
advertisements and using Joe Sugarman's 31
Psychological Triggers I will deconstruct and examine
adverts as part of advertising campaigns.

Pt1 – Gunns typology (12 types of Adverts)

In the ad for the iPhone 12 it takes use of 1st type of
advertisement which is “The Demo” this type of
advertisement is very basic and simply aims to show a
demonstration of the products capabilities. This type of
advertisements tends to be simple and to the point to
try and persuade the audience to buy the product.

The iPhone 12 ad in particularly shows off the phone's

features and benefits through physical and verbal
communication. They show the phones resistance to
liquids by spilling various drinks on it, but also but use
verbally portray this by writing “oops resistant”. This is
because apples aim is to convey the phones features in
the simplest way possible as there is then no confusion
about what you are buying.

Meet iPhone 12 — Apple

Pt2 – Psychological Triggers and Critical Thinkers
Joe Sugarman's 31 psychological triggers are triggers
that get an emotional or intellectual response from the
audience. Sugarman uses conventional and
unconventional techniques to get these responses
from the audience. The Colgate advertisement below
features Sugarman's 22nd trigger, which is specificity, as
it uses stats such as “12-hour protection” and “reduces
plaque up to 98%”. According to Sugarman being
specific in your advertisement is very important as it
establishes a sense of credibility with the audience
making them trust you and your product more, as 98%
is much more believable than saying 100%.

Colgate Dentist DRTV

Pt3 – Advertisement Regulation
The ASA (Advertising Standards Authority) is a self –
regulatory organisation in the advertising industry
based in the UK. The ASAs legislations are non-
statutory meaning they cannot force companies to
enforce them, however, its code of advertising practice
greatly influences legislation in many instances. The
purpose of the ASA is making sure that the
advertisements aired across the UK follow the
advertising codes, which is the rules on how to
properly make an appropriate advertisement. The ASA
is not responsible for writing the advertising codes
however, as that is the job of the organisation's sister
company CAP (Committee of Advertising Practice.)
Ofcom is similar to the ASA but are government
approved and focus more on monitoring the actual
content put in TV shows and less on the ads. The ASA is
also where the public complaints against ads go, linked
below is a list of the 10 most complained ads from
2017 and how the ASA responds to them

https://www.asa.org.uk/news/top-10-most-
complained-about-ads-from-2017.html

Pt4 – Audiences Impact

All advertising is directed at an audience, making it so a
great deal of effort is put into finding out how to target
advertisements at a certain demographic and how that
demographic responds to it. Kantar is a company that
tracks audience measurement in a multidate of ways.
They measure TV audiences across all platforms to
better help broadcasters assess and determine their
programming and advertising habits, with the data
provided companies can more successfully target
advertisement campaigns during certain shows to try
and connect with the right audience. A TV shows rating
also affect advertising habits as the more popular a
show is the more companies want to advertise their
product Infront of it, this is why companies put so
much effort and money into ads that air during
massive events, like the Superbowl.

Face to face interviews is another popular type of way

for advertisement agencies to get an insight into the
public's reaction and response to advertisements. The
face-to-face interview is conducted either by surveying
people on the street or by inviting people into your
companies building for an interview. While the wide
scale data isn't present with a face-to-face interview,
companies can still learn a lot through non-verbal cues,
something they wouldn’t be able to do through a
simple online survey.

Focus Groups are similar to a face-to-face interview but

instead of 2 people, focus groups have a larger group
of people be shown an advertisement then asked to
give their thoughts. This is good for advertisers as they
can learn through people's initial thoughts what
worked about an ad what didn’t. The large group also
works to create discussion and focus groups are usually
made up of a diverse cast which leads to
advertisement agencies getting more accurate data
and helps see who their target audience is and what
groups they need to try and reach out to more.

Questionnaires are a very simple and easy way to

gauge an audience. While is lacks in depth responses it
is a good way for advertisement agencies to conduct a
quick survey and get initial feedback fast.

The main organization that conducts this type of

research into advertising is the Broadcasters Audience
Research Board (BARB). Their purpose is to compile
audience measurement and television ratings in the
UK. The data they collect goes towards helping
advertisement agencies better understand what
content an audience is responding to and what is and
isn't working.