ADVERTISEMENT STANDARD AUTHORITY

This agency is extremely important it makes the rules for is and isn’t allowed in certain advertisement. The ads must not contain any racism or offensive words. They make sure that the ads are not misleading, this is key. If an advert shows a product that can perform or perfects a specific task and then the real product can’t the agency would step in. The ASA (advertisement standard authority/agency) sets many codes that all ads should follow. If an ad does disobey these codes then they will have to take it down and re brand the product in question. The agency looks out for certain ethnic or groups of people for example they will not allow children are not shown in a bad light or a hazardous situation.

CRAVEN A  – 1930S

In this image it is advertising the craven a cigarette brand.

This product claims that smoking is good for your throat.

They are portraying the image that smoking makes you fit, healthy and good at sports.

Company’s today definitely could not make the claim that smoking is healthy or good for you in any way as it’s been scientifically proven they are very dangerous and bad for you and you are not allowed to advertise smoking products anymore.

MALTESERS-1950S

In this ad they are promoting maltesers.

They claim that maltesers keep you slim.

They are saying that their product will not only keep you skinny but make you skinny.

They definitely cannot claim the same thing today as they must display the amount of calories and there have been many things that have proved how unhealthy these chocolates are.

What people find offensive in certain adverts

I think the main reason for complaints in the advertisement world is misleading products. Many things claim to do something brilliant but when that product arrives it performs poorly. Another big reason is that some ads make people feel uncomfortable. There are many more things such as:

Women’s representation

Men’s representation

Racism

Sexism

Animal representation

And children’s representation

PADDY POWER ADVERT

This certain ad was one of the most complained about advert and there are many reasons behind this. The first and most obvious problem is animal abuse. In this ad it depicts a cat being kicked extremely hard over a large fence. The next problem is the depiction football players being macho men. They are also blindfolded which in some ways can be offensive to the blind community.

This ad should have been banned because it clearly imitates the blind and though doesn’t show it implies animal cruelty.