Initial ideas

 

Moodboard

 

Evaluation

legal and ethical

Definitions (in media products) 

Legal issue- Privacy laws to protect people's lives. The publisher must avoid publishing details about someone's private life that may embarrass or humiliate them. So, this means that legal issues can be the practice of philosophies of law; legal issues surface when there is an incompliance with the law. 

Moral issues - Could be Stereotyping, misleading or incorrect information and defamation. Moral issues are something that isn't right morally. It can be explained as an issue that has power to infuriate cultural communities and the beliefs they share. 

Ethical issue - can be defined as doing what is ethically right, regardless of what the law might say. 

Initial issues

Legal issues - Examples of initial issues are copyright and censorship. Copyright is when content or property is used without the permission of the owner. 

Moral issues - False info or dishonesty could be an issue, as this would be misleading to the viewer. 
Ethical issues - Examples of initial ethical issues could be privacy, harassment or discrimination. The content must also take into consideration if it will offend the audience or not. E.g., content could include stereotypes which would definitely offend some people. This is because the again the audience is being misled. Which then could also make it a moral issue potentially.

Initial ideas for legal issues

I need to ask for permission to film from my family and teachers. Copyright - Cadbury product, music. I need to use copyright free music or credit the music I use. Cadbury has given me permission to use their products to make an advert for them. 

Regulation TV adverts 

OFCOM is in charge of regulating TV idents in the UK. They are a government approved regulatory system. Ofcom makes sure that people get the best from their broadband, home phone, and mobile service and also make sure that people enjoy what they watch on tv and what they listen to on the radio. Their duty is to protect/prevent the public from harmful or offensive material.

The broadcasting codes that I must follow are:

Copyright - a type of intellectual property that protects original works of authorship as soon as an author fixes the work in a tangible form of expression.

Protecting the under-eighteens 
This section outlines the rules around scheduling and content information in programmes with regard to protecting children under the age of eighteens 

Harm and Offence - This section outlines standards for broadcast content so as to provide adequate protection for members of the public from harmful and/or offensive material. 

Aspects that might impact my advert 

Having copyright music without permission would impact my advert. As that is against the law, so it could be taken down or I could get fined for it. To solve this issue, I will ask for permission for my music or use copyright free music. 

My advert could reach under eighteens which means I need to be careful about what I am putting on there as it could not only potentially harm the younglings but also could result in an ban from the regulators. Affecting my advert. I need to make sure to include content that is appropriate for CITV's young audience. 

This also means I should be extra careful about offensive or stereotypical content. And I must ensure that there is no mature content or harm shown. 

Audience feedback

I have asked Areeba and Zayna to give me feedback on my Cadbury mini eggs advert here are the questions I asked them.

What are your thoughts on this advert as a whole?

Is the concept of the advert clear?

Is there anything that you would change or add?

What would you do differently if you were to make this advert yourself?

Areeba:

It was clear what was being advertised to the audience. I would change it by making the clips shorter. If I were to make this advert myself I would probably have done something similar with the aesthetic but I think it is a little generic so I would probably try to stand out with the editing. 

Zayna: 

I also think that it was clear, from my understanding they are advertising mini eggs. I would not change much except maybe add a funky time up beat song for the ad. If remake this advert then I would have more people in it enjoying the Cadbury such as having a gathering with friends and sharing some mini eggs. 

Rushes log

Running order

 Running order

Title – Cadbury mini eggs advert 

Duration – 32 seconds 

Description	Time frame
Cadbury chocolates in a basket	1 second
Close-up of Cadbury chocolates in a basket	1 second
Khairun takes a chocolate mini eggs packet from the basket	2 seconds
She opens the packet	2 seconds
Extreme close-up of the packet	1 second
Khairun continues to open the packet and takes out a mini egg	3 seconds
She puts the mini egg in her mouth and eats it (Close up)	2 seconds
Khairun pours some chocolates from the packet onto her hand	2 seconds
She shows her hand to the camera	1 second
Khairun takes a mini egg bar from the basket	3 seconds
Close-up shot of the mini egg chocolate bar	2 seconds
Khairun continues to open the chocolate bar	4 seconds
She breaks a piece off	4 seconds

She eats the mini egg bar and enjoys it

3 seconds

Close-up of the top of the basket mini egg, text slogan ' Relax, have a Cadbury :)'

1 second

Production log 1-3

Production schedule

 

Call sheet

 

Release form

 

Task allocation 1-3

 

Risk assessment

HAZARDS	RISK RATING	CONTROLS
·      The house is small so there might be people getting hurt   ·      Not enough space is also a hazard as there will be the crew and equipment, so we need space.   ·      The lighting will be a bit dim since the house is dim inside so we might trip over equipment.   ·      There are tables and other house things that we could trip on.   ·      Falling equipment and props   ·      Wet surfaces	HIGH         LOW       MEDIUM     MEDIUM       LOW     MEDIUM	·   Try to get rid of things that could get us hurt ·      To avoid this minor issue, we will move stuff out of the way ·      Turn the lights on and get a ring light as well. ·      Put the stuff in a place where no one will trip on ·      Being careful making sure it doesn’t fall ·      Make sure that the equipment is nowhere near wet surfaces and floors

Crew and cast list

Director: Simona Molla 

Cinematographer: Simona Molla 

Editor: Simona Molla 

Cast: Khairun Abubaker 

Mini eggs final advert

Mini eggs rough draft advert

Pitch reflection

What questions I have been asked in the video and how I am going to improve it

1. What is your client brief?
2. What is your target audience?
3. What will you include in your flat plan?
4. What is going to happen in your 30 second TV advert?
5. What is your slogan?
6. What social media platforms will you use to advertise your product? 
7. What are the similarities between the print and TV advert?
8. What are the differences between the print and TV advert?
9. How long will the production for this campaign take?

My client brief is to make an advertisement campaign for one of Cadburys products. My target audience for this campaign is 16–21-year-olds. In my flat plan I will be including the l Cadburys logo, signature Cadbury colour, slogan, the image of mini eggs, a colour scheme and a hashtag. I have included a hashtag as it will help in advertising the campaign on social media. For my 30 second TV advert I have props to use such as, egg cartons and a basket. I will be showcasing the Cadbury mini eggs by showing the packet, opening them up, showing the mini eggs and eating them. My slogan is 'Ready set egg hunt!' The social media platforms I will use are Instagram, Twitter and YouTube. The similarities between the print advert and TV advert are, I will be promoting the same product. Which is the Cadbury mini eggs. The print advert does not show the location or show case the product in as much detail as the TV advert. This campaign will take approximately 2 weeks.  

Proposal

Mini eggs print advert final

 

Proposal presentation questions

Proposal presentation videos

Proposal powerpoint improved

Potential questions that I may be asked

1. What is your client brief?
2. What is your target audience?
3. What will you include in your flat plan?
4. What is going to happen in your 30 second TV advert?
5. Who is going to be in your advert?
6. What is your slogan?
7. What social media platforms will you use to advertise your product? 
8. What are the similarities between the print and TV advert?
9. What are the differences between the print and TV advert?
10. How long will the production for this campaign take?

Shooting script cadbury advert

Flatplan for print advert

 

Location Recce

Rational for final idea

I initially wanted to promote three products but that seems like a handful, so I have decided to pick two Cadbury products and promote them in the same video (just like the bunny advert from Cadbury in 1987). 

I am going to making two print adverts and one TV advert. I still have ideas in the back of mind which I want to combine together to make the YouTube advert such as, taking the concept of breaking an egg in the advert and combing it with the easter theme. To do this I will be using Cadbury's mini eggs and their chocolate creme eggs. I will break the egg like a real egg and drop the eggs. The mini eggs will be in an orange basket, and the creme eggs will be in an egg carton. I might also use the eggs to make it look like I am baking a cake in the print advert. 

All the materials I need will be available to me so, besides the Cadbury chocolates I will not need to spend on extra equipment. This could include the props and camera equipment such as, the camera, tripod, lights. 

This will appeal to the audience because it is a fun advert that showcases two types of Cadbury products in one advert. This will make the audience want to buy either both of the chocolates featured or buy one or the other. 

History of Cadbury's products

The product I have chosen to make my advert on is the Cadbury Creme egg, mini eggs, and the Cadbury chocolate bunny I chose these because I got decent ideas for these products. The first time that Cadbury launched the Creme egg was in the Uk was in 1963. The first mini egg was introduced in 1967 and the first Cadbury bunny made was in 1890. 

The audience for this product is anyone who enjoys sweet chocolates. It is popular among kids and the elderly, as they grew up with chocolate. Cadbury's chocolate is targeted toward everyone. The packaging has drastically changed from before as you can see from the picture above. Before chocolate was such a luxury (this could be why the colour now is purple, which was seen as a colour only for the wealthy) and it was a special gift to give in a special occasion however, it does not hold up the same anymore. Nowadays it is just like another chocolate that most kids can get for themselves from any shop anywhere. The packaging is fun, bright, and lively. Cadburys purple packaging is trademarked by Cadbury, which means no one else can use the same purple shade and colour for chocolate without getting permission and purchasing a license from Cadbury chocolate. This was in 2008, there was even a discussion over this trademark with Nestle.

This is a Cadbury ad from 1987. These adverts would appeal to kids as its colourful and eye catching, and it has cartoon illustrations as well. This advert also uses bunnies to draw attention. This cute concept appeals to the audience and increases sales. There are close ups of the Cadbury mini egg and creme egg, this makes it clear that the purpose of this advert is to promote Cadbury's product. Due to this being filmed many years ago there is no call action. There are no links to websites or social media link, since that didn't even exist until 1997. This is probably because the internet was a new thing at that time that had just started becoming popular and emails were the new thing at that time. 

I have been inspired by this advert, so I will take a few elements from this. I will use a basket to put the mini eggs in and an egg carton to put the creme eggs in. I will then showcase the chocolates; I will have the mini eggs drop like that from the basket and have crack the creme egg with a knife to make it seem like a real egg. I might also end up using some of my plushies for this as I obviously cannot grab a bunch of bunnies and film them. - This is my idea number 1 and 2 mixed together. I have decided to keep some things from both and discard others. 

Swot analysis

3 ideas

Explanation of your prior experience of and learning around similar products

Before CTEC media I had no prior knowledge on how to use a camera properly (e.g. knowing camera settings such as the aperture, iso or shutter speed etc.) or any of the technical terms. I had no skill in videography or any of the pre production and production work. 

I have now understood all of this new information all thanks to me taking Media and Film studies. Although I am no where near an expert in this filed of work , as I still lack a lot of experience. Despite that I have still learned a lot of the basics and wish to learn more. From learning to make radio adverts, TV idents, show reels to short films. And that's only production work. Here is all the work I have learned to produce in (CTEC) Media.

My prior experience of planning and producing work to a client brief - I did several units in learning to plan and produce media work. Specifically in Unit 14/16, Unit 15, Unit 3 and Unit 2.  

Here is what I learned... 

• swot analysis
• script plan
• location recce
• shooting script/shot list
• storyboard 
•  production log
• task allocation
• mood board
• release forms 
• call sheet 
• script 
• written synopsis 
• animatic 
• risk assessment 
• budgeting 
• potential client questions 
• legal and ethics 
• editing 
• cinematography
• voice over
• foley sounds
• focus group
• audience feedback
• cut out animation
• radio adverts
• film poster
• short film

MY experience on trying to make an effective TV ident for Freeview.

One thing in particular that I learned to do in Unit 15 is what it takes to make an ident and how to make an ident. Here, I made a cut out animation for one of Freeview's channels (CITV). I had to rebrand their channel ident and bring in more audience. I thought about it then I made a thumbnail storyboard to lay out the shots in my head on to paper to get a rough idea of what how I wanted my ident to be. After that I made a shot list. I then started by making the cut out, (drawing, colouring and outlining them) and started 'recording' my ident. To make it look like an animation I used the stop motion animation technique. Moving the paper cut out little by little and taking a picture each time, I do so. I then took all the images and started putting them together on final cut pro to make a rough draft. I then started working on my final ident. I edited all my clips, adding effects, music and diegetic sounds - that were all copyright free. 

What I lack/need to improve on...

I wish to improve on making my writing, I want it to sound more sophisticated but clear enough to understand what is being said. I would also like to experiment more with filmmaking. One of my weaknesses is that sometimes I focus on one particular aspect of my work and make sure everything is perfect. So, sometimes I get to caught up in it all. I know that nothing is perfect however, I still wish to make my work to be as close to perfection as possible. But this is where my weakness comes in, because of this I sometimes start to give up or not put as much effort it if I am not passionate enough about the work or if my work is not how I envisioned it to be. I need to be determined. For example when making the thriller short film 'Revenge' I did not have as much time as I thought I would have, so I was disheartened with the final piece of work as it was nothing like how I pictured it in my head to be.

The aspects I need to focus in general...

• time management 
• deadlines
• determination 
• procrastination
• getting rid of the feeling of incompetence 
• avoiding distractions 

The aspects I need to improve on doing...

• Planning 
• deadlines
• Producing my work to a higher quality
• being comfortable to seek out help 
• scriptwriting 
• production log
• legal and ethics
• potential audience questions
• short films
• editing
• cinematography

And I am sure there are many more. 

Response to client brief

Demographic

The information I have about my audience is that they are young and impressionable. They have a short attention span. They are really creative and imaginative. They are really curious beings. The things kids like are, their family, video games, comics, YouTube, art, their pets, sweets, holidays, festivals, celebrations, etc. 

I will include these in the advert to ensure that it appeals to them -

For one of my adverts, I will include -

• Cadbury chocolate mini eggs
• Bunny chocolates
• Bright colours 
• fun upbeat music

What I will include for another advert - 

• Cadbury mini crème eggs
• Halloween decor 
• Spooky music
• Fun musicsl
• Cadbury large crème egg

The advantages of creating this campaign are - boosting sales of existing product and potentially improving brand name and awareness. The challenges I see are - Budget, Location, equipment and time management/deadline. 

Conventions

Here are the advertising campaign conventions for print, radio and TV adverts. 

Print

• slogan 
• colour palette 
• pack shot
• typography  
• logo
• narrative
• mode of address
• characters
• location/set

Radio

• slogan
• music
• voice over
• narrative
• mode of address
• characters 
• location

TV

• slogan 
• colour palette
• music
• typography 
• logo
• voice over
• narrative 
• mode of address
• characters
• pack shot
• location/set

The way I would include these in my work is by ensuring that it is all cohesive. For example, for a print advert I would need to use the same typography as in the TV advert. The colour palette should also be similar or familiar to the brand.

Industry requirements

The institution that my advertising campaign is being produced for is Cadbury Chocolate. The Cadbury manufacturing business was born in 1831. www.cadbury.co.uk My teacher has also told me that Cadbury chocolates purple colour is trademarked. This means that that specific purple colour cannot be used for any other packaging for a chocolate product other than for Cadbury. ‘Cadbury’s market segmentation is based on its bright colours and emphasis on fun, but it does not target any specific religious, gender, educational, or income group.' - nunuchocolates.com 

The advantages of working with Cadbury is that they give their workers 'challenging and motivational opportunities through working standards'. Workers say it is enjoyable to work at Cadburys. uk.indeed.com They are also a very well known brand worldwide, who are responsible for advertising. The disadvantages to Cadbury chocolate are they are limited in product range, product recall and lack of rights. www.studysmarter.co.uk 

The regulatory issues - Cadbury Chocolate would need to get permission with the people involved, and they have all the workers documents. Cadbury also needs to make sure there are no copyright issues, all their products must be original. And should be an exact resemblance of another chocolate company such as Kinder. ‘Cadbury is a well-known chocolate brand, with a distinct organizational structure, market segmentation, distribution strategy, and promotion strategy. Its organizational structure is one of hierarchy, with a clear understanding of who is in charge and who is in charge of carrying out orders.’ nunuchocolates.com

Mediums

The mediums I will be working on is a print advert and an online advert. My poster and online advert will include what appeals to the young consumers of Cadbury Chocolate. The colour scheme will be bright to grab the young audience's attention. The genre for one my ideas will be crime and mystery and horror. Since in that idea the kids are looking for their Cadbury chocolate eggs at Halloween night. For another idea it will be romance and as a backup idea it could possibly be an adventure or fantasy. 

Primary Research Ideas for the Campaign Taste Test

 

P1 M1 Case study of existing advertising campaigns

Whiskas's "Purr more" ad campaign 

Whiskas cat food (2021) The advert would have been displayed on television. I found this advert online on YouTube. (Link above) The advert is created to be promoted globally. 

An advert is a means of communication in which a product, brand, or service is promoted to the public to attract interest, engagement, and sales.

The aim of this advert is to promote the Whiskas brand cat food to cat owners the moment where this is shown is in the timestamp 0:01 to 0:02 where it shows the owner opening the cat food very easily with no mess. The advert reaches its aim by showing that after eating Whiskas the cat in the video starts to relax and starts to think of what heaven in a cat's mind would be. From 0:09 to 0:53 the cat is so relaxed that the cat starts to fall into deep thinking. Here the cat thinks of playing with yarn, having its own cat-shaped submarine, and being petted by others. This makes it appealing to the viewers as it is not only an interesting ad from the cat's perspective, but it also means that this Whiskas cat food must be so good that the cat is now super relaxed and purring. Which fits the "Purr More" campaign name. The aim of this advert is to increase sales.

timestamp 0:02 

timestamp 0:50

timestamp 0:29

The target audience for Whiskas cat food is cat owners. Which could be the demographic of young or elderly cat owners or families who are centered around their pets. About 58% of cat owners are women, and the average age of cat owners is 55 to 64 years old. Shoppers are usually between 45 and 64 but the majority of pet store revenue comes from millennials and boomers. Cat owners are typically aloof, cautious, and independent. They are more likely to be curious, unconventional in thinking and actions, and more prone to worry than dog owners. Cat food shoppers like more laid-back hobbies such as reading, gardening, writing, photography, and knitting/crocheting. White households have the highest pet ownership rate with 64.7%. Secondly, Hispanic Households with 61.4%. And lastly, Black-African American Households have the lowest pet ownership rate with 36.9%. Americans spend the most amount of money on pet food. In the UK, the city that has the most cats are Birmingham. An appealing thing about this Whiskas advert is 3 things. First, it is easy to open the packet and put it in a food bowl for the cat to enjoy, creating no mess. (0:02) Secondly Whiskas is a trusted brand, cat owners buy from Whiskas and stick to them as cat owners are loyal to the cat food brand they purchase. Thirdly the advert is appealing to the viewer as the cat seems to be enjoying the food and looks relaxed after having it. (0:50) Dog Owner Demographics: Facts about Pet Owners – Top Dog Tips 3 things being a cat person can reveal about you | Petplan 

The advert's key message for Whiskas' cat food is to feed your cat healthy food and make the cat purr more. It shows how cats will find Whiskas' cat food pleasurable, making them purr more. Hence the campaign name 'Purr More'. This makes sense as cats usually purr in a relaxed environment. Whiskas product's selling point is its excellent quality and nutritious taste. It is a reliable product for many cat owners. It is effective in doing this in the advert, however, it could be done better. As they could have talked about the nutritious values of their cat food at the near or end of the advert. 

timestamp 0:57

The approach of this advert is to desire Whiskas. This can be seen when the cat is playing and minding its own business. However, when the cat sees their owner opening a Whiskas cat food packet the cat's attention quickly shifts to its owner, and as soon as the cat food is placed down the cat digs in. (0:00 - 0:06) The owner also looks happy here seeing her cat satisfied with the food. It will make cat owners feel like they are a better cat parent. 

timestamp 0:03

The advert's representation is individual people, in the advert the cat owner is white, and the owners house looks very tidy and cosy. The advert's beginning shows the relationship between the cat and its owner. this can be seen when there is just one person on the screen aside from the cat, in the screenshot below. The timestamp (0:00 - 0:08) shows the relationship between the cat and its owner. This helps to sell the Whiskas cat food. The audience also knows that the relationship between them is good as the cat is being fed quality food that allows the cat to relax. 

timestamp 0:01

This advert would be advertised on the internet, or on television. A specific place where this could be advertised is on Youtube and TikTok. This would be good as they already have accounts where they are active on there. It is said to be scientifically proven that the soundtrack created by Whiskas is appealing to cats, and the melody used reduces the cat's stress levels (0:12) Whiskas is giving out limited edition vinyl, where influencers will be invited to play their vinyl to their cats and share it on TikTok. This means more attention from the target audience. https://www.campaignlive.co.uk/article/whiskas-charming-new-ad-features-music-scientifically-proven-appeal-cats/1724793

The advert's response mechanism is social media.  This is not clear in the advert however this article talks about how Whiskas company uses TikTok to market its product. --> https://www.campaignlive.co.uk/article/whiskas-charming-new-ad-features-music-scientifically-proven-appeal-cats/1724793 <-- The expected reaction is for the audience to buy the Whiskas brand cat food after seeing the cat enjoy it, so much 0:05. The expected response is appropriate for this advert.

The two legal and ethical issues that affect the advertisement are copyright and violence/behaviour. This means that all the material used must be copyright free, or they would need to pay the rights to the owner before using, it this includes the music. The music is produced by Whiskas which means that they own the rights. So copyright was thought of in the making of this advertisement 0:12. They also had to make sure that they were not being violent or inflicting pain upon the cat or anything like that to ensure that they are being ethical. If the claims about Whiskas' cat food being heathy and nutritious for the cat proves to be fake, then this is an ethical issue. As it effects the cat's heath. 

The advert stays within ASA guidelines by following their basic expectations for an advert which is for it to be "legal. decent, honest, and truthful" Which the Whiskas brand follows. https://commonslibrary.parliament.uk/researchbriefings/sn06130/#:~:text=The%20ASA%20regulates%20the%20content,and%20updated%20by%20the%20ASA. ASA code of advertising general rule number 03 misleading advertising. 'Advertisements must not be materially misled or be likely to do so.' https://www.asa.org.uk/type/broadcast/code_section/03.html And the ASA code of advertising BCAP code general rule number 04 Harm and offense. 4.6 'Television only – Advertisements must not include visual effects or techniques that are likely to affect adversely members of the audience with photosensitive epilepsy.' https://www.asa.org.uk/type/broadcast/code_section/04.html Whiskas had to make sure that there was no misleading information about their product 0:02. They also had to make sure that all the visual effects were not harmful to certain audiences such as for those with epilepsy. As if this were not considered serious harm could be done without even realising. They would have also had to make sure that they did not harm the cat in any way or offend the audience. If the advert had breached the guideline of ASA, then broadcasters risk being referred by the ASA to Ofcom, which can impose fines and even withdraw their license to broadcast. https://www.asa.org.uk/codes-and-rulings/sanctions.html#:~:text=Broadcasters%20are%20required%20by%20a,withdraw%20their%20licence%20to%20broadcast.

Christian Dior's Sauvage perfume ad campaign

Dior's Sauvage perfume with a new fragrance. (2017) The advert would have been displayed on TV, and in magazines. Or on billboards. I found this advert through YouTube. (Link above) This advert is created to promote the Dior Sauvage perfume globally. 

The aim of this advert is to promote and increase sales of Dior's Sauvage perfume which has been released in a new fragrance. The product can be seen at the timestamp (1:07) - (1:15). Dior uses the celebrity Johnny Depp to promote the Sauvage perfume. Doing this will make it appealing to consumers. Since he has a huge fan base and is known for his prominent roles in films. 

timestamp 1:10

timestamp 0:16

timestamp 1:02

Dior's Sauvage perfume demographic is 25–34-year-olds. The fragrance is masculine. It is targeted toward men who are 21 and above. It is perfect for men who want to smell good and be confident. It is said to be the world's top fragrance. This perfume has gotten no1. sales in the UK, Italy, France, Spain, and Germany. This is one of the bestselling perfumes from Christian Dior. 

At the beginning of the advert, Johnny Depp is seen playing the electric guitar with confidence. (0:04) And then leaving to drive somewhere else. (0:16) Johnny Depp gets out of his car in what looks to be a desert and takes out a shovel. This makes the audience curious about what will happen, keeping them engaged. Time passes by quickly, changing the colour of the sky. (1:02) Then the product is revealed to the audience. Dior's Sauvage cologne. This would appeal to the audience as he looks cool while playing the guitar and driving alone somewhere unknown.

Johnny Depp is a famous actor who is the official face of Dior's Sauvage perfume and has signed repeated deals with Dior over the years to continue his sponsorship. In the adverts and posters, Johnny Depp is promoting the new fragrance, which would appeal to viewers. As he has a big fanbase who are loyal. This would also be a unique selling point. How Dior Made Sauvage the World’s Number One Fragrance | BoF (businessoffashion.com) What colognes Does Johnny Depp Wear? (fragrancex.com)

The advert's key message is to escape reality. Johnny Depp is seen taking a break and driving to an isolated place. The emotion that the audience feels is curiosity. The way this is advertised is effective in getting the viewer's attention. Johnny Depp is a famous actor who is the official face of Dior's Sauvage perfume. It is widely reported to be his favourite cologne.

 

timestamp (0:38)

The adverts approach is celebrity endorsement. As the famous actor johnny Depp is promoting the product. This can be seen in the picture above. (0:38) and (1:02). (1:02) This is evident when he is seen talking about the product (1:07) and then the product is shown at the timestamp (1:10). 

Representation in this perfume advert is for individual people. As this product is aimed at men who are independent. This is shown when Johnny Depp takes a break from his usual life. In the picture above he is leaving and going to a desert and smells the Sauvage perfume. This representation helps as it tells them to live in the present, sense, and take a little break from what they are doing with the fragrance Sauvage. This print advert would be advertised on billboards on the highway or in busy areas like central London. In the advert the actor can be seen driving through the highway (1:16). This would be good as this way they could reach a wider audience.

This adverts response mechanism is social media. The expected reaction is to go out and buy the Sauvage perfume. This is an appropriate reaction. The moment where this is shown is when the product is advertised at 1:10. 

The two legal and ethical issues that affect the advertisement are performance rights and intellectual property rights 0:18. This means that they had to reach out to both Johnny Depp and the intellectual property and pay them. They had to have informed them about this beforehand to see if they will be willing to work with Christian Dior. And then the property owner and Johnny Depp would have had to fill out the paperwork for it.

The advert stays within ASA guidelines by following their basic expectations for an advert which is for it to be "legal. decent, honest, and truthful" Which the Chrisitan Dior brand follows. https://commonslibrary.parliament.uk/researchbriefings/sn06130/#:~:text=The%20ASA%20regulates%20the%20content,and%20updated%20by%20the%20ASA. ASA code of advertising BCAP code general rule number 03 misleading advertising. 3.1 'Advertisements must not be materially misled or be likely to do so.' https://www.asa.org.uk/type/broadcast/code_section/03.html And the ASA code of advertising BCAP code general rule number 04 Harm and offense. 4.6 'Television only – Advertisements must not include visual effects or techniques that are likely to affect adversely members of the audience with photosensitive epilepsy.' https://www.asa.org.uk/type/broadcast/code_section/04.html Dior had to make sure that the advertising was not misleading and that it was clear that it was a perfume ad. The second code from ASA could have been breached at 0:21 if it weren't for just a split second. The team also had to make sure that there was no offense shown in the advert at all especially not to the celebrity. If the advert had breached the guideline of ASA, then broadcasters risk being referred by the ASA to Ofcom, which can impose fines and even withdraw their license to broadcast. https://www.asa.org.uk/codes-and-rulings/sanctions.html#:~:text=Broadcasters%20are%20required%20by%20a,withdraw%20their%20licence%20to%20broadcast.