1. In pairs, discuss whether you think the commercial will be successful. Explain why / why not.

2. In groups, brainstorm a tv ad for the product that you wrote a print ad for in Exercise Write your own pre-production meeting document. Use the model in Exercise 2 to help you.

Unit 6 Advertising

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Advertising on tv

1. Look at these advertisements.

What is the product being advertised in each one?

Who are the adverts aimed at?

A B

C D

Each one of these adverts would break the code set up by the New Zealand Advertising Standards Association (ASA) and similar codes around the world. In pairs decide what you think the specific problem is with each advert.

Now look at the statements taken from the ASA code below and match each advertisement (A-D) with the correct section from the code (1-8)

1. Advertisements must not portray violence, undue aggression, or menacing or horrific elements likely to disturb children.

2. Advertisements should not encourage anti-social behaviour or depict children behaving in an anti-social manner, e.g. vindictiveness and bullying, unless the purpose of the advertisement is discourage such behaviour.

3. Children should not be urged in advertisements to ask their parents to buy particular products for them.

4. Advertisements must be clearly recognisable as such by children and separated from editorials or programmes. Is there any likelihood of advertisements being confused with editorial or programme content, they should be clearly labeled ‘asdvertisement’ or identified in an equally clear manner.

5. Advertisements should not suggest to children any feeling of inferiority or lack of social acceptance for not having the advertised product.

6. Advertisements should take into account the level of knowledge, sophistication and maturity of the intended audience. In particular special care should be taken when communicating with younger children who may have a lack of ability to comprehend the purpose of advertising and differentiate between it and non-advertising messges.

7. Advertisements should not depict toy weapons which are realistic (in size, shape and colour) and can be confused with real weapons.

8. Advertisements, except safety messages, should not show products being used in an unsafe or dangerous manner, or which would be unsafe if used by children without proper supervision.

2. The sentences in the box are taken from an essay. Complete the table with the correct paragraph number 1-4

Advertising on TV during children’s programmes shouldn’t be allowed.

Paragraph 1: Introduction – general statement about the issue

Paragraph 1: Arguments in favour of the statement

Paragraph 1: Arguments against the statement

Paragraph 1: Conclusion – briefly summarise your opinion

Paragraph …	A Firstly, companies know that children can be persuaded to want things very easily.
Paragraph …	B Finally, it is important to remember that many children enjoy watching advertisements and finding out what is available in the shops.
Paragraph …	C In conclusion, I think it is the parents’ responsibility to control how much television their children watch.
Paragraph …	D In this essay, I will consider the question of whether companies should be allowed to advertise to children on television.
Paragraph …	E On the other hand, it is not only the companies who have responsibility for what children watch.
Paragraph …	F On balance, I am convinced that companies should be banned from advertising to children, especially on television.
Paragraph …	G Another reason why they should not be allowed to advertise to children is that they are using children to make their parents spend more.
Paragraph …	H This is an important issue and there are strong feelings on both sides of the argument.