LO3: Codes and conventions

ASA

The ASA are the (Advertising Standards Agency), this is the regulatory body who ensure that advertising is suitable for its target audience. This regulatory body work on behalf of the public and work by ensuring that advertisements are suitable to be used within the advertising industry, especially for the target audience which the adverts is aimed at.

ASA will investigate an advertisment if there is a public complaint about it, ensuring that it follows the regulatory bodies "Code of Conduct". These are a set of rules which the advertisment must abide to otherwise they could face consequences. If the advert doesn't meet the ASA standards and requirements, the creators could be prosecuted and made to pay a fine. Worse than this, the advert could be taken down and therefore the advantages of creating the advertisement within the first place are removed. 

To create our advertising campaign for Carr Head Wine I had to make sure that we followed the codes and conventions that are put into place by the ASA. The regulations that are put into place are something that we  had to look at during the pre-production of creating all parts of my advertising campaign. If I did not follow the "Code of Conduct" set by the Advertising Standards Agency then it could have resulted with the launch of my campaign having to be moved to a later date, which is something that would impact my whole project. 

Our campaign would need to avoid breaking any codes:

• Privacy
• Misleading advertising
• Alcohol- this is the main focus

This is from the official website:

Link to the ASA alcohol rules: https://www.asa.org.uk/type/non_broadcast/code_section/18.html

The images throughout our poster and website do not show anyone consuming the wine. This means we are not encouraging an image of excessive drinking. Our images focus on the unique nature of the wine and its location of where it is grown. This is to appeal to a mature audience and not falsely advertise to under 18's.  

OfCom

OFCOM is the (Office of Communications) they have their own rules and regulations to follow. They help to regulate the communication within the public such as televison and radio. The Office of Communications help to protect the public from things such as false advertising as well as many other things. OFCOM have a "Code of Practice", this is something that broadcasters need to be aware of during the pre-production stages of the creation of a product. The public are able to make complaints which will then get investigated by the regulatory body, however people may say that this is too late as by this stage the public has already been exposed to the content. If the product doesn't comply with the code of conduct then there is a chance of being prosecuted and then the video being taken down. 

We had to keep the "Code of Practice" in mind when creating our promotional video as we did not want any complaints about it being inappropriate because this would damage Carr Head Wine's image. As our advert is promoting wine we had to make sure there was no childish content in it as this would mean we would appeal to under 18's, breaking the codes of practice. Also we need to make sure the house styles stick to minimalistic colour palettes such as orange and browns so it doesn't attract the wrong target audience. It does not include any religious symbols or language so they are not offensive in any way to anyone and make sure that it didn't seem like we were targeting or alienating a specific group.

Comparing similar campaigns

Our poster fits conventions by showing  two separate wines the vineyard produced. The sparkling rose is in the foreground to connote that it is new. Both posters are by windows, this allows for natural light making the wines look appealing due to the rich vibrant colours. However it remains mature and does not attract under ages of 18. Our poster has minimal writing as well as features the brands logo in the corner of the page.

To compare the codes and conventions of my website I made for Carrhead wine, I found the home page from 'Lightfoot & Wolfville'. The first obvious factor is the photography. Both use similar shot types in that a object is in the focal point located on the right side of the photo, leading the eye through the rest of the image, in this case the vineyards. The natural lighting of 'golden hour' is a common convention used in advertisement material because it naturally saturates the image making for a well balanced image. The brand logo is displayed in the middle of the home page with minimal writing so the viewer is not distracted and can easily locate around the website.

LO2: Production plan (Gantt chart)

LO2: Evidence of preparing feedback

These are our results from the survey we made. Overall the results we got back were positive. If we were to do another campaign I feel like this would be an effective way of gaining good feedback with easy to read data. The most important graph to me was the target audience age because it showed that we were marketing the product at the predicted audience. Also this means we comply to the ASA and OfCom guidelines by not appealing to a younger age group.

Survey results:

LO2: Gantt chart for scheduling the release

LO1: Initial feedback sheet

LO3: Demonstrating development

Promotional Video

Mind map

Storyboards

Draft of video

Final version

Video link: https://www.youtube.com/watch?v=ftFWqUv-uHU

Poster

Mindmap

Sketch of poster

Final 

Website

Site Map

Draft Home page

Final

I changed the main image of my home page because it represented a stronger brand image and a clearer view of the vines.

LO2: Risk assessment

Carr Head Wine Risk Assessment:

LO2: Completed campaign material #1

Completed website:

Website- https://12parkeri.wixsite.com/hopevalleyvineyard

Evidence of sending materials to the client:

Feedback from the client:

LO2: Reece Sheet

REECE SHEET

LO2: Roles and responsibilities

• Poster: Tom Frow 

- Photograph and design poster in Adobe Photoshop

• Video: Tom Frow, Isaac Parker

- Joint resposibibilty in sourcing equipment and filming, however Tom Frow will edit this in Adobe Premiere.

• Website: Isaac Parker

-Take all photographs 
- Research and write all text
- Design in Wix, a cloud based website development platform

• Interviewing clients: Isaac Parker, Tom Frow

- Come up with questions 
- Feedback
- Brief
- Research

LO2: Evidence of contacting client

Michael Bailey lives in the same village as me and I have known him through family. This lead to me getting his email. Here is evidence of contact:

After the campaign materials were finished we sent them to Michael: 

LO2: Target Audience

Target audience

Our target audience is men and women 40 to older in the ABC1 classification. They have older children in University and family dogs. Living in a rural area just outside the city. Meaning they can travel to the city for ABC1 work e.g. doctor (high paid jobs). They have dinner parties with friends and co-workers. Our product would fit in to this lifestyle, so the host of the party can describe and showcase the unique Carrhead Wine from the Peak District. This reinforces their clique status to the business. 

This is a moodboard to show the target audience visually:

LO2: Media Choices For Client

Media Choices For Client

Initially we thought of producing social media pages, this would be beneficial to our clients since it would start them off with a professional aesthetic. Customers could contact them directly through a business account/ email. Solving the privacy problem they were concerned about. However because the clients are not digital natives they were not keen. They suggested a website because it would make it clear on the location, their story and would allow booking appointments for wine showings. This for us was a great opportunity and (Isaac Parker) produced the entirety of the website. The brand had next to no advertising materials. This gave me and Tom freedom on what to create. With a mind map we came up with the ideas of making a poster and promotional video. These advertisements would tie together and fit the client requirements of staying niche.

LO2: Mindmap/Moodboard For Campaign Materials

MIND MAP & MOODBOARD CAMPAIGN IDEAS

Mood board

Mood board represents the target audience, reflects locations and similar brands that we will draw inspiration from. Prior to making this we made a target audience.

In our campaign we want to focus on the scenery 

Mind map

This Mind map shows our target audience, what materials we will use within the campaign, the products we will be advertising, locations and equipment needed. This document was set up after the moodboard so we could get a visual representation of what our market was.

LO2: Legal and Ethical

Legal and Ethical issues that we faced whilst producing the advertising campaign:

'Alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them by reflecting youth culture.' - ASA

• Within our teaser trailer for the wine we avoided locations, subjects and items that would reflect youth culture. The peaceful country side scenic views and music attract the older generations.
• The website showcases information that appeals to wine enthusiasts and doesn't invite young culture due to the muted orange house style that runs throughout. If we wanted to appeal to younger generations we'd use vibrant colour schemes and images. 
• In the poster advert we wanted to reflect a country scene with the window and props surrounding it. This connotes to the lifestyle being promoted with the wine. 

With these factors considered it restricted the content we could promote and limited freedom.

'Copyright laws- The rights cover; broadcast and public performance, copying, adapting, issuing, renting and lending copies to the public. Artistic- photography, painting, sculptures, architecture, technical drawings/diagrams, maps, logos.'

• The vineyard had a distinct branding already that was created by there grand son, this showed it was original graphic design and did not violate copyright laws. We didn't change the branding due to the clients requirements of them wanting to keep the original design. From this we used the logo in all our advertisements. We created a consent document for us to gain permission to use there logo in our advertisements.

Emails from Michael Bailey as confirmation to use their designs: