·“The Media Magazine. The English and Media Centre.” “Analysing
Still-image adverts: Reading Lynx by Mark Ramey”. Issue 45 / September 2013.
ISSN 1478-8616
blog 6 Methods of Research by Mr P. Williamson Date: 3rd/ september/ 2013
The BARB which means broadcasters audience research
board was found in 1981. BARB is useful because
it is an "objective", meaning it is acronym for broadcasters audience research
board. It is owned by channel 4, ITV, BBC, Channel 5, British sky broadcasting
and it is a non profit company . It has 5,100 homes overall that is 11,500 people and they are taking
part in the panel The box record and what program that is watched. The data for BARB is always
taken over a night period and it is shown as a overnight rating which are around
9:45 the next day and its given to the companies. For us being allowed to get
television rating is very useful because the producers will be able to see the
progression of some particular shows and may decide to give their own rating on the most
popular advert. Some programmes can be broken down due to who watches the
programme. This is reliable to the producer because they could have a target on
who they are trying to reach for each programme they make up. For example "Eastenders" may cost more than some other TV programme because of the hour it being showed on. http://www.barb.co.uk/
Some information for advertising might be found on
some website like ITV and other website related to this, as it allows the audience/viewers to have a lot of time to put the advert they want on their channel and this is positive as it will get audience to become attentive in some
event. They also offer a wide range of resources on the website and they make
sure questions can be asked consistently for new viewers. There are a wide
range of TV sequence and some programmes that might need some sponsoring on
their website , which give you a multiple list of different kinds you can pick
from. Furthermore, getting a programme that is willing to sponsor you will help
your brand to reach their success point because a lot of viewer will see it and
may want to sponsor you. http://en.wikipedia.org/wiki/Broadcasters'_Audience_Research_Board Age
will be very effective when it comes to the advertisement because the advertiser is showing their audience what they are advertising because some advert will need to specifically
advertise their product to those with a specific age group for example those who are old age,
however some advert might be aimed for only the young eg, the youth, young
children, etc. The age categories are important and effective because it will
help the advertiser know what age group they should appeal too. Additionally ,
gender is important to a great extent because it will allow the advertiser know who their target audience are and if the advert is for both target audience, eg male and female, this may
reduce sexism. http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf
Social grade will be effective because some viewer
may be watching a advert that disqualifies their social grade. For example, some
advert may just be targeting the working class people, whereas another advert
may be focusing on the higher class , this show that the views the advert will
get will not be stable because its only one class that will support the
specific advert. so therefore if the advert could be target to all those will
all social grade, this will allow the advert to be popular , stable and not
biased. http://www.ukgeographics.co.uk/blog/social-grade-a-b-c1-c2-d-e
It is very useful for advertiser to study about
audience information because the audience are very effective when it comes to the aspect of advertisement. Whenever an advert is made
there have to be an audience if not the advert will not be classified as a successful advert because there was no one to see it. For example whenever an
advert is produced it is most likely for it to be uploaded on 'youtube' because
there’s a lot of viewer who are willing to see whatever is posted.
Most advert are divided in different ways. Firstly the
audience is divided by standard occupational, labelling consist of using letter
codes. For example the table below shows the social grade which are letters and then shows how they correlate with the social status and occupation, what the do and what type of skill and qualification they have:
Social Grade
Social Status
Occupation
A
Upper middle class
Higher managerial, administrative or
professional
B
Middle class
Intermediate managerial, administrative or
professional
C1
Lower middle class
Supervisory or clerical, junior managerial,
administrative or professional
C2
Skilled working class
Skilled manual workers
D
Working class
Semi and unskilled manual workers
E
Those at lowest level of subsistence
State pensioners or widows (no other
earner), casual or lowest grade workers
http://www.abc1demographic.co.uk/
Psychographics helps the advertiser know exactly what type of person they are looking for to advertise their product. It is the study
of personality, values, attitudes, interest and lifestyle. This is how
advertisers creates a lifestyle for their target audience.
However, Geodemographics helps breaks down where your target
audience is mainly located. For example lifestyle will be different in the
countryside than the urban environment and this may have an impact of the
interest and the way people speak. This is effective because you will get to
know what type of people you are aiming for to be your target audience. This is
important to see what attitudes fit with what lifestyles. Age will be very effective when it comes to the advertiser showing their audience what they are advertising for because some advert will need to specifically advertise their product to those with a specific age group for example the old, however some advert might be aimed for only the young eg, the youth, young children, etc. The age categories are important and effective because it will help the advertiser know what age group they should appeal too. Additionally , gender is important to a great extent because it will allow the advertiser know their target audience and if the advert is for both target audience, this may reduce sexism. http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf
BARB gives viewing figures for UK television viewers.
It specialise in researching companies, which help take data that represent the
television viewing changes of the Uk’s, for example 26.8 million TV household. BARB viewing data give broadcasters, advertiser minute to minute breakdown of viewing at national levels. This information is very effective when knowing how channels, advert
etc have performed and it provides the basis for airtime advertising trade. In order
to state viewing patterns across all TV household , each home on the panel
represent on minimum 4,000 TV homes. These panel homes are drawn from household
that is designed to remain representative of all television household in the
UK. (http://www.barb.co.uk/)
It is very important to research before you start
planning a new advertising campaign because it is helpful to a great extent
because you are trying to find out who uses the product. Additionally, planning
allows you to collect as much information as possible which will mean that your
advertisement will be successful when it comes to selling the specific product.
Furthermore , there are so many ways when it comes to conducting this research because
some research are important because it has never been done which means that
everything is safe and viewers will be comfortable when it comes to the advertisement.
Primary research
Primary research is any type of research that you go out and
collect yourself. For example surveys, interviews, observation and ethnographic
research. Also it is when researching an organisation conducts itself to find
out the answer to specific questions. For example, when carrying out
questionnaires, surveys and etc. The advantage of primary research is being
able to explore the secondary research already performed by other researchers. Also,
carrying out their own research allows the media organisation to address issues
specific to their own situation
One advantages of primary research is greater control- not
only does primary research enable the marketer to focus on specific issues, it
enable the marketer to have a higher level of control over how the information
is collected. This means a researcher can focus on his product only, which
means that they can analyse it better. Primary research means you can focus on
specific issues, it also gives the
researcher a high level of control over how the information is collected. This means
a media company can focus on their product only will have a better information
on which to base their analysis. There are some limitation for primary research
because I felt like it was only focuses on one side of the people that’s responding
to some questions I asked. During my interview the people I asked mostly said
stuff like I wanted to hear not their general opinion. The process was time
consuming when creating the questionnaire and interview, also checking availability
of the interviews and I did not get enough information that I wanted. And when
I was conducting the interview the people that I asked were not really honest
in their response and the environment they were in influenced their response as
they were not taking it seriously their friends were around them when conducting their interviews. secondary research
Secondary research is uses outside information assembled by
media sources. It is a form of research where the information already exists
and can be used as a form of second hand research. It is usually published in
pamphlets, newsletters, magazines, and newspaper. Media firms can get
information from the government or trade publications .
There are advantages and disadvantages to secondary
research. Some of the advantage of secondary research are that it is easy to do
because of the already existing data. Most of the pre-existing sources are very
accurate therefore it makes your research easier. However there is also some
disadvantages of this type of research and they are a major disadvantage which
is when you don’t know who did the research and how honest and accurate it is. Secondary
research can be biased and inaccuracies cannot be checked Quantative Data collection
Quantative data collection is number crunching and
questionnaires are usually used in this. The advantage of it is that you can
have a relatively large sample, a large quantity of data. It is relatively easy
to administer. However the disadvantage of it is that it is hard to design a
questionnaire that finds out exactly what you want and closed questions cannot
be altered.
The objective of quantitative research is to develop and employ
measurable facts and information instead of the opinions because it is based on
actual data. The quantitative research can help to determine how many people
are likely to buy a new product idea, which group of individuals will react
best to which type of advert, which incentive such as free gift will appeal to
which target market.
The disadvantage of a quantitative research is that you
cannot ask questions. You often get a yes or no when the true answer might be
somewhere in the middle.
An disadvantage of qualitative research is that qualitative
research does not ensure accuracy in the way quantitative research requires. Opinion
and bias are far more like to distort your result. For example, when I asked a
question in a small group of people. This does not represent the views of the
entire population so it is difficult to analyse what the majority of an audience
feels about a particular situation
The four audience research are descriptive research, analytical
research, predictive research and tracking researching. Descriptive research describes your audience
and their characteristics. For example, who are your current audiences, where
do they live, how old are they?. The Analytical research seeks to understand
how and why. For example, why did they buy every Ryan Gosling DVD but not the
last one?. The predictive research considers what is situation. For example,
what will happen if we change the names of our company?. And, tracking
research, long term research that monitors changes taking place overtime, for
example how has the pattern for subscription season ticket sales changed over
the past three years.
The stage of audience research
·The basic principle in the lifecycle
-the target audience are that you need to be
able to know who your audience are and learn to understand your audience. You need
to make sure you have prepared. For example,
someone who need to develop skills to quit smoking will likely need information
about the effect of smoking on their health. In order to reach your audience
most effectively, you need to know who they are, what exactly they need and
what would help them pay attention and understand your message. I need to be
able to plan my research, for example if I was going to give a speech to people
about football I need to make sure I plan
what I am going to say about football so it wouldn’t turn into a shamble. Furthermore
I need to make sure I do some research, so it will allow the audience to know
that I know what I am talking about, also it will make me look professional. Additionally,
I need to make sure I analyse what I researched on, making sure that what I
researched is reliable and effective for my audience. And I need to use
evidence in my advert and have something to back me up in my own advert. reference- blog 6 Methods of Research by Mr P. willamson Date: 3rd/ september/ 2013
Advert have become very important as it is significant when it comes to our
economy and also our modern life we are living in now. Furthermore, regulation of
advertisement help informs us, viewers on the most modern things and also
attracts attention to the product they are selling.Regulation is very effect
as it help regulate what should be advertised on commercial and what should not
be showed on commercial. If an advert is shown in way that is not appropriate and indoctrinate viewer in an negative way then 'regulation’ has the right to not show it on commercial and other
place like TV, radio etc. Before regulation for advert was not compulsory but now in our generation it is and it prevent advertiser not to indoctrinate the audience in a negative way for
them to buy the product that they are showing in the advert due to them giving
a false information. http://en.wikipedia.org/wiki/Regulation
Ofcom is 100% approved by the government also with regulation or
competition. They have authorities over the broadcast and other industries over
the UK. Ofcom has a large range of authority over things like the TV or Radio. The
purpose of Ofcom is to represent the interest of viewers and protects them from
the negative and inappropriate adverts. Ofcom look into codes, license research,
abuse etc. Additionally, they protect the public from what’s inappropriate,
offensive and harmful on the radio or TV and they are representative of the
interest of citizen and the consumers by encouraging competition. http://www.ofcom.org.uk/
ASA means advertising standard Agency. The purpose of the
ASA is to make sure that all form of media is faithful, loyal and legal. For example,
if an advert can’t able to pass the test that the ASA requires then the advert
will be withdrawn. The ASA protect things like the newspaper, TV, radio ,
posters, magazines, internet , etc. On the other hand, it does not protect
packaging, telephone calls, etc. In conclusion, it regulate UK advertising across the media. http://asa.org.uk/
Analysing a television advertisement in detail I will be talking about the be analysing a fairy liquid advert.
(https://www.youtube.com/watch?v=mki1Zto7JZo)
In this video there is a very important representation of a
mother/housewife we know this by looking at personal codes such as her dress
sense/ what she’s wearing and her wedding ring. There is another representation
of the interested daughter learning from her mother about washing up. The
daughter was trying to offer her mum a biscuit and a washing up liquid we could
see that she accepted the biscuit but said ‘NO’ to the washing up liquid and
chose to stay with her fairy liquid. In the advert we could see how the mother
and daughter are both cleaning up together. This is an important representation
because in the 60s-1920s women were supposed to do all the cooking and cleaning
and so would have had to teach their daughters, therefore the advert is
relatable to the past life. Furthermore the reference for keeping her hand soft
are also important because women are supposed to be elegant, soft people.
Additionally, there is good use of product placement in the advert because
the fairy liquid bottle can be seen in the background in some shots, this is a
good technique to use when advertising because it embeds the product in the
viewer’s mind without them necessarily realising. The purpose of this advert is
to persuade its target audience -housewives- to buy fairy liquid and I think,
for its time it’s very effective.
This advert would have been relevant in 1920s and below, if
an advert like this was to be played now it would probably be seen as
sexist. This is because women have become almost equal to men and therefore the majority wouldn't be seen as stay at home mothers, which means that women could now go out a find the work they desire without being declined. Now a day, we see men doing the dishes, which shows that women doesn't always have to stay in their house and doing laboring work, the men does it too, this shows that the sexism have improved over the year. Furthermore, in his generation, women are equal to men , so they could do anything they could do back in the 60s.
I believe that this advert is really effective across
viewers, especially women because it shows us how women were treated in the
past and shows how they had duties to follow then due to them spending most
time in the kitchen and doing all the washing up. Additionally, it shows how
sexism has changed over the years and how now women are entitled to everything
men are which is effective because it means that the women have no limitation
of what they desire due to their gender.
I’m going to be explaining carefully that
advertisers are careful to target particular audiences and use different styles
to appeal to different people. In addition, i'm going to be including styles of advertising such as Humor, Parody, Shock , surrealism, intertextuality, repetition, sex and
famous faces.
I am
going to be covering all this:
· Humour
· Parody
· Shock
· Surrealism
· Repetition
· Sex
· Famous faces
Humour
This is a type advert that shows a small amount of comedy within
the advert. Also it shows what the advert is about at the same time. Humour
advert is very effective as it means that it ensures that the advert is very entertaining
for the audience to see, also it can help ensure that the audience watching are
getting entertained through the use of comedy technique, which means that the
advert would not be boring and making the audience feeling entertained. This advert is very effective because it is very entertaining, as it is funny for all viewer. The use of the old women and the young women is basicaly trying to adevertise this to all around ages, and the use of the male there,s shows that this advert is for every one.
Shock
The shock advert is an emotional and more serious advert. For
example the ‘Save the Children’ adverts. The purpose of this advert is to
advertise children who are hopeless and helpless and letting the audience know
or feel guilty with the use of emotional and other persuasive language which
will enable to donate which will help improve the lives of a particular child
somewhere that’s hopeless. This advert is very effective as it gets the
audience to feel guilty and persuade/indoctrinate the audience to meet their
particular need.
Parody
The parody advert is when an advert had been made but when
we use a previous advert that was created and re-do-it by taking the microphone out of it, this might
hence parody. Parody advert also uses
comedy , also the parody wouldn’t be shown unless you have seen it in other
advert. This advert is effective as it makes sure that the audience do not
become bored while watching the advert and becoming entertain throughout the advert. The John Lewis advert is very effective because the viewer target is for all gneration and it shows something that's not real could steal have an agape love for one another and its trying to say that if viewer come shop at John Lewis they will be able to show the same love rea life, like the advert did.
Sex
Sex advert is a type of advert that uses gender to show the
advert and it is not referred to the sort of ‘sex’ advert people may be thinking
about. For example the ‘fairy liquid’
advert, the part where the woman was doing the washing up, this may be referred
as an sexiest advert as it will be show as a tradition in society. This adverts
are effective because between the audience and the actors we see that there’s a
connection because when they are the same sex it is easy for them to understand
where they are coming from.
Surrealism
Surrealism
advert is effective because they can be very difficult to understand and could
be confussing for audience to understand. Also, it doesn’t really tell
the truth and it will always get the audience to always themselves if the
advert they are looking at is true or not. I truly believe that this advert
will be remembered by the audience easily due to the advert being funny and not
real therefore it will always be stored in the viewers memory for a long period
of time compared to other advertisement. 'The Guiness' advert is very effective because it get the audience confussed about the advert and furthermore it did not tell the truth about what they were advertising for. However, it leaves a long term rememeberence on the audience because it was funny and not real.
Repetion
Repetion is used in advertisement in a way that it will
make audience remember the product in a certain way. This can be achieved by a
catch phrase being repeated, the name of the product or company or may be by
catching song about the good / product. In the “ we buy any car advert’” it has
a very catchy song that makes buyer want to actually invest on this company. They
do this by repeating their company’s site ‘webuyanycar.com’, which will allow audience
to have a long-term remembrance of their site. On the other hand, too much repetition
in advert for example, music, dancing may annoy the audience and allow the audience
to not take no interest of the business advert. I believe that the repletion is
really good to an extent because the song makes audience interested in the
business and will let audience to want to invest money on the business, but the
advert may not be very interesting for everyone as it has an age target. For example
someone old may not find the advert very interesting and may find it very
annoying so they may not take any interest for the advert.
Famous faces
This advert is when they use a famous celebrity to advertise
the product they are going to show, this show that the celebrity his using this
type of brands and therefore it allow the audience to think that the celebrity
is reliable and useful because they feel like if they buy the brand they will
feel and have the attribute of the famous person or celebrity. Therefore the
George Clooney advert is very effective because it will influence the audience to
want to be like him and do get the brand he is advertising for.
