The role of television advertising and its products
The role of television advertising is a method of advertising used by companies in order to expand its promotions staying focused on crowds with an end goal to sell customers items. Inventive, creative and drawing in advertisements motivate, energize, pass on data and produce brand reliability. Advertisements customize the connection between a business and a shopper. They usually do not last more than a minute as their aim is to catch the attention directly from their audiences however, in cinema's, advertisements can usually last up to 3 minutes. In order to maintain the attention given by the audiences, adverts have a specific structure they follow which is as follows:
Narrative Advertisements:
A narrative advertisement usually has a typical convention they follow which contains the beginning, middle and ending of the story. An example of this type of advertisement would be the 'Halifax home finder' application advertisement which is all about a couple who is trying to find a suitable house. The beginning of the footage is the couples searching for one, the middle is the couple losing hope after |
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looking through multiple properties and the end is the finding the perfect home through the home-finder app. This allows the viewers to see not only how the app works, but also gives them the impression that they could potentially find their own good home through this application.
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Non-linear Narrative:
This advertisements are usually played in a non-chronological order which is the complete opposite of the narrative advertisement. This may be used by specific companies who would like for their audience to figure out and think about what happens in the story. A great example of a non-linear narrative based advertisement would be the 'Guinness - 'Evolution'. The advertisement starts off |
with three men in a pub who seem to be drinking a Guinness beer however, when they take their first sip, they seem to see everything start to go backwards showing the wonders Guinness does to you.
Realist Advertisements:
Realist advertisements love to use the method of a realistic event in order to persuade a customer to do a specific thing as it would include a situation which has a problem and then the solution to the problem. An example of a realist advertisement would be 'Aquafresh toothpaste'. In this advertisement, we see a boy who seems to be looking at himself and specifically making faces in order to see his teeth in |
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the mirror. The narrator in the background is talking about how important it is to keep the newly formed adult teeth healthy as they are more vulnerable to plaque acid which changes the colour of the teeth. That is the problem inside the advert and the solution would be to purchase Aquafresh.
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Anti-realistic Advertisements:
An anti-realist advertisement is an advert which includes something that usually would never happen. This may usually be portrayed through humorous looking animated animals, humans, robots or just general objects interacting with human beings. Generally, they are more of a comedy type of advert and it would be targeted to a family friendly audience such as the 'Churchill adverts'. |
Documentary style:
A documentary styled advertisement would be one which specifically made to resemble a documentary. This means that there may be interviews used which is a great method of advertising for companies such as H&M or McDonald as they have the opportunity to talk about their job and how it is. This is shown in the KFC 'Fresh Chicken' advert as we get the chance to see an employee do his job whilst directly talking to the camera. |
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Animation:
Animation advertisements tend to include cartoons throughout the whole duration of the video or just some sections of it which would be done through apps such as Adobe after effects. Just like anti-realistic advertisements, there is also alot of humor usually seen through this but it is not always targeted towards younger audience members. An example of this tyep of advertisement would be the 'Compare The Market' hospital advertisement. |
Talking heads:
A talking head advertisement would be an advert which has a person directly look at a camera and talk about the thing being advertised and why it may be something they may be into. This is similar to the documentary styled advertisement but in this case, the person in front of the camera only talks about the product they are advertising. An example of a talking heads advertisement would be the 'Activa Yogurt' advertisement. |
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Stand Alone Advertisement:
A stand alone advertisement is when a company decides to put forward all their money and effort into the advertisement without thinking about completing another advertisement or even considering they might want to make another advertisement in the future. An example of this type of advertisement would be on the YouTube link called ''Hovis'' as you see the kid running through the different eras that everyone knows about and how the company has managed to survive through the highs and the lows. |
Series Advertisement:
A series advertisement is a series which carry on from on another making the story develop over time. An example of this would be 'Peter Kay - John Smith' as we different parts of the characters throughout a bunch of series and all the characters continuously remain the same in order to maintain continuity. They are made so that they are easily relatable to which would make you wanna purchase. |
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Codes and conventions of a television advertisement
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Camera angle and Shot
Editing Lighting Sound Music Computer Graphics Specials Effects (SFX) |
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Codes and conventions cases study analysis: Evian water advertisement
This advertisement was created by Evian which showcases still images of people wearing t-shirts with a print of a baby dancing which changes between each shot as the images cut to the beat of the music. This is a clever advertisement as well as entertaining due to how funny it is as the people have different facial expressions which adds to the moves of the baby dancing.
This advertisement was created by Evian which showcases still images of people wearing t-shirts with a print of a baby dancing which changes between each shot as the images cut to the beat of the music. This is a clever advertisement as well as entertaining due to how funny it is as the people have different facial expressions which adds to the moves of the baby dancing.
Camera angle and shot:
The uniqueness of this advertisement has been shown through the use of camera angles and shots as the still frames continuously change, mimicking conventions of animation characters which is quite unique. It impacts the audience into a close illusion of a baby dancing with adult sized head which is both funny and creative. This also leaves their audience more curious as this is something they have aren't used to.
The uniqueness of this advertisement has been shown through the use of camera angles and shots as the still frames continuously change, mimicking conventions of animation characters which is quite unique. It impacts the audience into a close illusion of a baby dancing with adult sized head which is both funny and creative. This also leaves their audience more curious as this is something they have aren't used to.
Editing:
We see a lot of fast-pace editing used especially as the advertisement cuts the images directly to the beat of the song which makes it look fast, as if actions of drinking Evian are immediately active, making you seem very energetic. This would also impact the audience into thinking this product would keep you active and hydrated at the same time, bringing out the positive light of the advert.
We see a lot of fast-pace editing used especially as the advertisement cuts the images directly to the beat of the song which makes it look fast, as if actions of drinking Evian are immediately active, making you seem very energetic. This would also impact the audience into thinking this product would keep you active and hydrated at the same time, bringing out the positive light of the advert.
Music:
The music which is shown in this advert would be well known as most of the target audience would have at least heard the song before. This techno upbeat music suits such an advert as it represents the modern and energetic aspect of this new advertisement. This would impact the audience in a positive way as it would automatically change their mood making them feel like they wanna dance just like the advertisement.
The music which is shown in this advert would be well known as most of the target audience would have at least heard the song before. This techno upbeat music suits such an advert as it represents the modern and energetic aspect of this new advertisement. This would impact the audience in a positive way as it would automatically change their mood making them feel like they wanna dance just like the advertisement.
Codes and conventions cases study analysis: Go Compare advertisement
Special Effects:
There are special effects used during the scene where you see the Go Compare man singing to a couple as he gets sucked by a black hole which appears out of no where while he tries to hold onto a lamp post with his body being sucked in. This makes the company seem professional as they could use these high quality special effects which may make the audience want to go and try this service.
There are special effects used during the scene where you see the Go Compare man singing to a couple as he gets sucked by a black hole which appears out of no where while he tries to hold onto a lamp post with his body being sucked in. This makes the company seem professional as they could use these high quality special effects which may make the audience want to go and try this service.
Sound:
Multiple sounds are used throughout this advertisement such as the ambient sound of the black hole which was generated before it appeared visually which mimics conventions you may see in a movie. There are also sound effects used in the end of the advert when the graphics are placed in, making a jet noise and the onomatopoeitic sound of a slam.
Multiple sounds are used throughout this advertisement such as the ambient sound of the black hole which was generated before it appeared visually which mimics conventions you may see in a movie. There are also sound effects used in the end of the advert when the graphics are placed in, making a jet noise and the onomatopoeitic sound of a slam.
Computer Graphics:
The main advertisement is shown at the end of the advert which has the companies logo and the message ''Saving the nation up to 290 pounds on car insurance'' which is purposely done for them to remember those key words. The graphics comes in with a zoom in effect shown from a low angle in order to look big. This would emphises this important part of the advert, making them know what they would purchase.
The main advertisement is shown at the end of the advert which has the companies logo and the message ''Saving the nation up to 290 pounds on car insurance'' which is purposely done for them to remember those key words. The graphics comes in with a zoom in effect shown from a low angle in order to look big. This would emphises this important part of the advert, making them know what they would purchase.
Lighting:
There was natural lighting effects used for Stephen Hawkings scene as they purposely wanted it to be represented as a normal and neutral scene however, when the opera man entered the scene and began to sing, the lighting changed to a dark artificial colour, kind of cloudy. This makes the audience indirectly interested in knowing why the lighting has changed making them more engaged in the scene.
There was natural lighting effects used for Stephen Hawkings scene as they purposely wanted it to be represented as a normal and neutral scene however, when the opera man entered the scene and began to sing, the lighting changed to a dark artificial colour, kind of cloudy. This makes the audience indirectly interested in knowing why the lighting has changed making them more engaged in the scene.
How do television advertisements address TARGET audienceS
Techniques
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Hidden Messages
Hidden messages are when a message would be presented to the audience in a quick manner, also known as a subliminal message. It would usually be delivered either through an image or a word flashed for a millisecond on the screen or even audio played in the background. The AT & T uses subliminal messaging in one of their advertisements as they made objects in the background vary in heights |
from the shortest to tallest. This would resemble the wireless signal points on a phone, which is what AT & T deals with; both smartphones/mobile phones and wireless signals.
Overt Messages
Overt messages would openly display their item on the screen in order to sell the product effectively which is why I think advertisements such as pespi create alot of those. In this example however, I will use the colgate max white advertisement as they created an effective overt message. It was seen clear throughout the advertisement as its filled with people brushing their teeth, resulting in their teeth |
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clean and white. The narrator also tells the audience how important it is to maintain healthy and white teeth, making the audience want to go and buy Colgate in order to maintain pearly white teeth.
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Emotional Responses and Solutions
Some adverts try to draw on the emotional aspects of their audience by making them upset up to a point where they would purchase their product to stop that something happening. This is where problem solving adverts come in place.Solving the problem advertisement such as an advert produced by Mr Muscle is specially made in order to draw directly towards the target audiences emotional |
stress, saddess or whatever could make them feel upset and provides a valid solution for their issue. This would lead to the audience gaining a positive emotional response, making them more drawn into potentially buying the product since it would be so benefitional towards them.
Celebrity Endorsement
Celebrity endorsement advertisements usually feature someone famous, generally associated with the brand in order to gain more interested target audience members to buy the product. A great example of this would be an advertisement created by EA sport marketing their Fifa 15 sports game. Fifa 15 is a football based game with a lot of people aware of the footballers out there are they are part |
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of the game so what they did was call in professional footballer, Lionel Messi in order to represent the brand more internationally instead of locally.
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Repetition
When repetition is used, it would usually be used in the form of a slogan, brand name or even a song which would repeatedly be played in order for the audience to remember these items due to these catchy phrases. For my example, I will use a video published by Go Compare. In this video, the man sings the lyrics over and over again. This is a successful advert due to the repetition which led to |
Go Compare get global recognition just for the song alone which has stuck with audience members for years on. Another famous example people would recognise worldwide in all regions would be the theme slogan of McDonalds which everyone recognises to be ''I'm lovin' it''.
Fear/shock Tactic
Shock Tactics are used in order to draw in towards compassionate and fearful emotions in order to raise money for their cause which is very effective when it comes to stopping addictions or even drinking and driving.The example I will use would be this advertisement created in the UK in order to bring awareness of the dangers associated with drinking and driving as well as punishments. |
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Intertextuality
Intertextual type of advertisements usually is joint with another type of media outlet such as a film, a magazine article or even a TV programme as they may use existing known characters or music as part of their advert. Vodafone has used the star wars character Yoda to feature the main character which is advertising to both Vodafone and the star wars movies itself, benefiting both companies. |
The role of research within tv adverts
You become more informed on the following aspects if you are more informed on the importance of research within TV adverts:
- Benefits Offered:
- Advantages of similar product:
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even on that offers the highest quality possible. They try to focus on what you have to offer which your competitors may not be able to give to their clients. The example I will use in this case would be the ''Gavin Yates'' advert which is completely based on Halfax's USP as they give more to people who do more. This as a result would lower the interest and mortgage rates which is what his customers may be looking for.
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purple colour on the walls and their slogan at the beginning of the advert. Having such a strong brand identity has been great for their company as they have made more memorable adverts which stays with their audience whilst promoting their brand more each time.
The role of planning + pre-production in producing an advert
The pre-production stage is crucial at determining the quality of your advertisement as this is where you come up with ideas and the overall concept for your project. During the pre-production, you need to make sure these 10 things are properly planned before you start your production:
1. Brainstorming
Brainstorming is basically the way any creative ideas are generated through a group discussion. The reason a group discussion would be needed is because every individual has a different way of in taking or perceiving things so the more opinions the better. What also is good with these type of discussions would be how it helps build up the teams bonds with each other as well as give everyone an opportunity to place an input within the project. During this time frame, the idea of the project has to get clear but if it is not documented well, it would be very difficult to have any ideas back up the projected in case the original one falls apart. Later on, the project may be revised if you get better ideas but this is the initial film making setup.
Brainstorming is basically the way any creative ideas are generated through a group discussion. The reason a group discussion would be needed is because every individual has a different way of in taking or perceiving things so the more opinions the better. What also is good with these type of discussions would be how it helps build up the teams bonds with each other as well as give everyone an opportunity to place an input within the project. During this time frame, the idea of the project has to get clear but if it is not documented well, it would be very difficult to have any ideas back up the projected in case the original one falls apart. Later on, the project may be revised if you get better ideas but this is the initial film making setup.
2. Research (Primary and Secondary)
While the script is being worked on, a filmmaker should have certain facts which supports the script as it helps you build such type of supports. There are two types of research you can conduct which is primary and secondary research. In primary research you can gather information by yourself through:
Questionaires: a set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.
Surveys: Surveys are questions template is designed to collect information regarding to your research which helps the filmmaker understand the needs of the viewers through a selective amount of questions.
Focus groups: a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.
Face-to-face Interviews: a meeting of people face to face, especially for consultation to see emotional type of reactions when talking about a specific topic since its more personal than generalised.
Primary research leaves you ensured that all the information gathered is correct and what you should remember is how you can always update any information if its required.
Secondary research is practically the opposite to primary research as all the information you find would have already been researched by someone else. This may be very useful if you have troubles finding first hand type of information. A good type of secondary research would be BARB (Broadcasters Audience Research Board) which is a website which measures all the views on TV's as well as show ratings because its a television research agency. This can assist any companys in finding ways to improve whatever they produce. The only issue with this type of research would be the fact it may be inaccurate.
While the script is being worked on, a filmmaker should have certain facts which supports the script as it helps you build such type of supports. There are two types of research you can conduct which is primary and secondary research. In primary research you can gather information by yourself through:
Questionaires: a set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.
Surveys: Surveys are questions template is designed to collect information regarding to your research which helps the filmmaker understand the needs of the viewers through a selective amount of questions.
Focus groups: a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.
Face-to-face Interviews: a meeting of people face to face, especially for consultation to see emotional type of reactions when talking about a specific topic since its more personal than generalised.
Primary research leaves you ensured that all the information gathered is correct and what you should remember is how you can always update any information if its required.
Secondary research is practically the opposite to primary research as all the information you find would have already been researched by someone else. This may be very useful if you have troubles finding first hand type of information. A good type of secondary research would be BARB (Broadcasters Audience Research Board) which is a website which measures all the views on TV's as well as show ratings because its a television research agency. This can assist any companys in finding ways to improve whatever they produce. The only issue with this type of research would be the fact it may be inaccurate.
3. Proposal-Pitch (Synopsis)
You will then need to start preparing a synopsis of the concept. When creating it, you have to manage to keep an open mindset since there might be a chance that if you work for a client the client may not approve of your idea. At that point of time you must be in a position to review and revisit your idea to apply any changes possible. This can only be done if you have penned down your ideas. It should include the topic that your working out, the process and the procedures needed to be carried with the project so you can also identify any type of fundings you may need. The funding is the very last thing you will be judged on so just start off by focusing on your initial proposal only.
You will then need to start preparing a synopsis of the concept. When creating it, you have to manage to keep an open mindset since there might be a chance that if you work for a client the client may not approve of your idea. At that point of time you must be in a position to review and revisit your idea to apply any changes possible. This can only be done if you have penned down your ideas. It should include the topic that your working out, the process and the procedures needed to be carried with the project so you can also identify any type of fundings you may need. The funding is the very last thing you will be judged on so just start off by focusing on your initial proposal only.
4. Budget
Pre-production costs usually include the producer’s fee for taking meetings, hiring crews, casting actors for all sorts of roles, coordinating acts, planning the shooting schedule, booking hotel, meals, and travel, research, as well as planning the development of the project. The research should be done with as much attention as this is not the part where you want to dry up your funds but you still have to keep a space for unanticipated expenses which are bound to pop up during the shoot.
Pre-production costs usually include the producer’s fee for taking meetings, hiring crews, casting actors for all sorts of roles, coordinating acts, planning the shooting schedule, booking hotel, meals, and travel, research, as well as planning the development of the project. The research should be done with as much attention as this is not the part where you want to dry up your funds but you still have to keep a space for unanticipated expenses which are bound to pop up during the shoot.
5. Production Schedule
Production schedules are critical as this is the planned document of each and everything that will be done including the time scriptwriters begin their writing process until the release of the movie. Clients you work for may demand the project on a specific day leaving you with the idea of planning every minute till the end of the deadline but you should keep the production schedule viable. Make sure to also make it flexible so you have some breathing time so your creativity doesn't have to crank up due to lack of time remaining.
Production schedules are critical as this is the planned document of each and everything that will be done including the time scriptwriters begin their writing process until the release of the movie. Clients you work for may demand the project on a specific day leaving you with the idea of planning every minute till the end of the deadline but you should keep the production schedule viable. Make sure to also make it flexible so you have some breathing time so your creativity doesn't have to crank up due to lack of time remaining.
6. Story boarding
A storyboard is a drawn representation which graphically shows how you will shoot the film, shot by shot. Each moment of the film should be illustrated with pictures that are used to represent each shot, enclosed with notes which tell us what would be going on in the scene. This would be used by the filmmakers while filming the movie. Story boarding saves a lot of time and makes the overall production flow much smoother and easier since it conveys the idea to the team in a way more efficient manner.
A storyboard is a drawn representation which graphically shows how you will shoot the film, shot by shot. Each moment of the film should be illustrated with pictures that are used to represent each shot, enclosed with notes which tell us what would be going on in the scene. This would be used by the filmmakers while filming the movie. Story boarding saves a lot of time and makes the overall production flow much smoother and easier since it conveys the idea to the team in a way more efficient manner.
7. Shooting Schedule
A shooting schedule is the timeline which notes down exactly how much time is needed to complete the shoot and on which days you will shoot. When creating this, all aspects are supposed to be considered including every person involved - the cast and crew members. Shooting schedule is much needed to plan the hooting of the scenes as there will be Y number of scene shoot in location X. The last thing you would want is to come back to the same location to shoot the remaining scenes.
A shooting schedule is the timeline which notes down exactly how much time is needed to complete the shoot and on which days you will shoot. When creating this, all aspects are supposed to be considered including every person involved - the cast and crew members. Shooting schedule is much needed to plan the hooting of the scenes as there will be Y number of scene shoot in location X. The last thing you would want is to come back to the same location to shoot the remaining scenes.
8. Contingency Plan
A contingency plan is basically a backup plan in case things do not go to the plan. Even if you wont use it, just make one in case since its like a life insurance which you don't wish to use but is prudent to have. This is a key factor of any professional film making since every situation should be planned.
A contingency plan is basically a backup plan in case things do not go to the plan. Even if you wont use it, just make one in case since its like a life insurance which you don't wish to use but is prudent to have. This is a key factor of any professional film making since every situation should be planned.
9. Call Sheets
There is a large numbers of people who have to be involved in the shoots so it's critical to attain the right details for every single member that takes part (crew and cast members) Call sheets insure you are able to reach a person especially during emergencies. This also includes emergency such as contact details of the nearest police station or the ambulance. Having these numbers makes them disposal whenever required.
There is a large numbers of people who have to be involved in the shoots so it's critical to attain the right details for every single member that takes part (crew and cast members) Call sheets insure you are able to reach a person especially during emergencies. This also includes emergency such as contact details of the nearest police station or the ambulance. Having these numbers makes them disposal whenever required.
10. Permits, Clearances and Rights
If anything related to the project such as a piece of music or an idea is not yours, you will need permission which would be granted by its owner. There are multiple locations where you may need to also get the clearance for shooting so its the producer's job to protect every single component legally through an authentic form of permission since you don't want to entangle yourself in the claws of authorities and laws which only ass unwanted pressure blocks on creativity and talent.
If anything related to the project such as a piece of music or an idea is not yours, you will need permission which would be granted by its owner. There are multiple locations where you may need to also get the clearance for shooting so its the producer's job to protect every single component legally through an authentic form of permission since you don't want to entangle yourself in the claws of authorities and laws which only ass unwanted pressure blocks on creativity and talent.
Audience information and classifications
In order to make a very effective advertisement, you will need to be able to identify your target audience by doing in depth research. You would want your target audience to have a similar dominant reading of the advert as what you intended for them to have. If you do correct research in this aspect, you will be able to place them in the correct demographic and psycographic, making it easier for you to know where to focus on when advertising your product. You can look in aspects such as the following:
- Age
- Gender
- Location
- Income
- Interests
Definition - a group of people profile is a route for organizations to decide their optimal objective market of customers. It takes a gander at the statistic and psychographic of their objective gathering. Potential viewers and audience members can be isolated into two primary classifications, the demographic group and the psychographic group.
Demographic group - quantifiable attributes of media shoppers, for example, age, sexual orientation, race, training and salary level for example if you are a female adolescent (13-19). The limits in statistic gatherings are significantly more obviously characterized than the limits of the psychographic gathering.
Psychographic group - tends to devide the market into gatherings dependent on social class, way of life and character attributes. It depends on the suspicion that the sorts of items and brands an individual buys will mirror that individual's attributes and examples of living.
Demographic group - quantifiable attributes of media shoppers, for example, age, sexual orientation, race, training and salary level for example if you are a female adolescent (13-19). The limits in statistic gatherings are significantly more obviously characterized than the limits of the psychographic gathering.
Psychographic group - tends to devide the market into gatherings dependent on social class, way of life and character attributes. It depends on the suspicion that the sorts of items and brands an individual buys will mirror that individual's attributes and examples of living.
The Standard Occupational Classification (SOC) is a system set in the United States government system based on classifying occupations. It is used by U.S. federal government agencies in order to collect occupational data, enabling comparison of occupations across data sets.
Legal and ethical consideration in producing an advert
Advertising Standards Authority (ASA)
The Advertising Standards Authority (ASA) manages UK publicizing over all media. The framework is a blend of self-guideline for non-communicate promoting and co-guideline for communicate publicizing (with Ofcom). All non-communicate publicizing for example announcement notices, online ads, ought to agree to the 'Code of Non-communicate Advertising, Sales Promotion and Direct Marketing' (the 'Top Code'). A rupture of the CAP Code can in the most genuine cases bring about the required pre-confirming of all Channel 4 off-air showcasing for as long as 2 years.
All broadcasted commercials (counting mail order shopping, TV content and intelligent TV promotions) and program sponsorship credits on TV administrations authorized by Ofcom ought to consent to the 'UK Code of Broadcast Advertising' (the 'BCAP Code'). Ofcom holds direct obligation under the BCAP Code for sponsorship, item situation and support TV promoting. Persistent breaches of the BCAP Code can bring about the ASA alluding the telecaster to Ofcom, which would then be able to force a scope of statutory assents against Channel 4. Here is section 358B of the Communications Act which was created in 2003 of the Advertising Standards Authority in relation to the regulation of advertising:
The Advertising Standards Authority (ASA) manages UK publicizing over all media. The framework is a blend of self-guideline for non-communicate promoting and co-guideline for communicate publicizing (with Ofcom). All non-communicate publicizing for example announcement notices, online ads, ought to agree to the 'Code of Non-communicate Advertising, Sales Promotion and Direct Marketing' (the 'Top Code'). A rupture of the CAP Code can in the most genuine cases bring about the required pre-confirming of all Channel 4 off-air showcasing for as long as 2 years.
All broadcasted commercials (counting mail order shopping, TV content and intelligent TV promotions) and program sponsorship credits on TV administrations authorized by Ofcom ought to consent to the 'UK Code of Broadcast Advertising' (the 'BCAP Code'). Ofcom holds direct obligation under the BCAP Code for sponsorship, item situation and support TV promoting. Persistent breaches of the BCAP Code can bring about the ASA alluding the telecaster to Ofcom, which would then be able to force a scope of statutory assents against Channel 4. Here is section 358B of the Communications Act which was created in 2003 of the Advertising Standards Authority in relation to the regulation of advertising: