Photo Storyboard for final ideas.

Medium shot of the class rooms setting at the beginning of the film.

Long and medium shots in the main setting where most of the action takes place.

Another longshot of where the villain is supposed to be sighted.

close ups of the bag that is investigated by the protagonist.

More longshots of where the sighting of the villain takes place.

Longshots down the alley way where the villain is sighted looking at the protagonist.

More visual shots of the setting that is further explored by the character in the film.

An idea of how tall the villain will be in the film, in the setting used.

Another setting which is featured at the end of the trailer.

Shot of the protagonists feet as he is about to look up at the villain.

This shows a close up of the villain's chest, same concept used for the Poster.

The TV plays a role in making the contact between the two friends more authentic.

The character looks out the window he as he is paranoid of what he saw.

The protagonist leaving his friend's house with the camera.

The protagonist's friend waving goodbye to the protagonist, telling him to be careful with the camera.

Risk Assessment on Production

Risk assessment.

1.       What risks are there to yourselves, other people and the equipment that may arise from filming in your chosen locations?

2.       What steps can be taken to minimise and avoid those risks?
 

Location one.
 

Farm Road- Finchfield/Northfield Grove/ Southfield Grove/ Bhylls Lane.

1.       As these are residential areas, there is little risk in filming here. However, the cars of the local people may be considered as a risk as they may disrupt shooting and are a potential source of physical harm and damage to the cameras. There is also the risk of upsetting the local people due to the noise created during filming. One shot of the trailer involves running whilst holding the camera, this could be a risk as the person may trip and fall, damaging the camera.
 

2.       To avoid these risks, we must keep a dedicated eye on traffic, making sure that if the need arises for filming to take place in the road that it is clear of cars. To avoid upsetting the local people, we must ensure that we keep the noise made during filming to a bare minimum. This will not be too much of a problem as the scenes we intend to film do not require much noise. To avoid damage to the camera, it would be wise to set a particular path for the camera man to run, a path that contains very little opportunity for the camera man to fall. However, the risk is still present as the camera man may trip over his own feet, we will have to make sure his laces are tied.
 

Location two.
 

Smestow School

1.       Risks present in filming in a school are that students or teachers that are unaware of filming may enter the location and disrupt the shot. Filming could also disrupt lessons taking place.

2.       To minimise these risks a note will have to be placed onto the door of the intended classroom, saying ‘do not disturb’ in hopes that they will not enter and disrupt the shot. Filming will also have to be coordinated with teachers to prevent disruption to their lessons.
 

Location three
 

The friend’s house (On Bhylls lane)

1.       Risks of filming inside a house are that accidents may occur during filming in which personal property gets damaged. The use of stairs during filming could also be problematic as the camera man may fall during filming. Noise made during filming may disrupt the neighbours, angering them.

2.       To avoid these risks, extra care will be taken to avoid the breaking of property, for example, valuable items will be removed from an area where they may receive harm during filming. To avoid falling down the stairs, the camera man must be focused on both the shot and the stairs themselves, and making sure there are no obstructions on the stairs or that the shoe laces of the camera man are tied. Noise will also have to be kept to a minimum,  however, the shots that are intended to be filmed do not require much noise, therefore this will not pose much of a problem.

Finalised Script.

Script – Abduction

 

Black screen, production company name fades in. screen fades out and into the first camera shot. The main character, Jack is in class filming his teacher. The teacher tells him to switch off the camera.

INT-DAY

TEACHER

 ’Jack is that really necessary?’

JACK

 ‘oh come on sir!’

TEACHER

 ‘not in my class, off!’

Camera fades to black – more credits fade onto the screen then after a few seconds; it fades into the next scene.

Jack is at his friend’s house playing Xbox, he asks his friend the time

FRIEND

 ‘erm, half 10 why?’

JACK

 ‘*sigh* I gotta go’

Cuts to jack walking out the front door, turns to friend and say goodbye, friend replies with:

JACK

 ‘I’ll see you tomorrow, oh, and be careful with that camera it could get you into trouble.

Fades into next scene

Jack is walking along a road on his way home and sees a figure in the background.

JACK

 ‘what the hell?’

Camera zooms in on figure, the figure with his back to jack stands u and walks away as if he realises jack is walking.

Cut to black scene with credits, fades to next scene.

Jack and his friend are at his friend’s house, he is talking about him being paranoid, whilst filming out of the window.

JACK

 ‘I’m serious, this guy is following me’

FRIEND

 ‘Don’t you think you’re over reacting? I mean, how many people wear suits?’

JACK

 ‘There’s something different about him though…’

Whilst audio of conversation played, a ‘flashback’ shot is shown of the suited man

INT - DAY

Pushing past Jack – from behind and walks in front into Jack walking at night again, he sees the figure again and watches him walk away and plucks up the courage to investigate.

He gets to the area in question – pile of bin bags and approaches and hears a Bang

The bang leads into a black screen, more credits, music tempo increases and Jack runs, fades into jack running around the corner, suit man is there, Jack runs back the way he came.

Camera fades to more credits – fades back to Jack catching his breath, brings the camera up and sees the chest of the suit man – sees ties +jacket  etc. cuts back to title screen back to a shot of jack running with heavy breathing, cuts to final black screen.

Storyboards on final ideas.

The following images are my storyboards which illustrate my product.

Textual Analysis of film trailers - 4

Textual Analysis

The Dark Knight Rises

1. This trailer contains speech both voice-over and diegetic, also contains symbolism which refers to the Batman logo of the Christopher Nolan series. Music and sound are included and sound effects combine with the music very dramatically.
2. This film is an action adventure film based on the comic books of Batman and a series of 3 films directed by Christopher Nolan. 
3. This film is aimed at fans of previous comic books and those who watched the previous two films of the same series (The Dark Knight in articular became one of the highest grossing films ever made). Those who enjoy action and violence and fighting would also be on the list.
4. This trailer makes me feel very excited because the previous two films were incredibly entertaining and the first Batman films I liked. The film also concludes the story which also builds my excitement as well as the introduction of a new villain and protagonist (cat woman).
5. This trailer represents main character who is a rich business man and another person who we assume is rich due to her being with other rich characters and also the way she dresses. The majority of the characters are also adults.
6. This trailer shows a very serious tone which combines well with the on-screen text in between each scene saying stuff including 'all hope is lost'. This makes me think that the film makers wanted us to know that Batman will face his toughest enemy due to it being the conclusion.

The Prototype

1. This trailer features music and sound throughout, speech in most of the scenes shown and also dramatic action. 
2. This film looks to be a science-fiction film judging by the situation and visual appearance of the main character who appears to be a machine.
3. The target audience for this film would be mainly males because of the way the characters look to be either police or militarized and the main character a formidable and intimidating male. Fans of sci-fi would enjoy this film too because the main character is a machine.
4. This advert makes me excited because of the down beat theme and also the music which adds suspense to the story which seems to be about a half man half machine being hunted.
5. The characters are represented as people with normal lives, probably working class or higher which normal jobs. Then there are the police/military characters who look like they should as typical military characters hunting the machine with black suits and a black helicopter.
6. The style and tone is very serious and informal because the way the character is portrayed and his situation is very abnormal and the characters and music increases the seriousness of their situation an the scenes suspense. 

Star Trek Into Darkness

1. This trailer includes music, sound and speech played by a voice-over. The scenes are shown to be dramatic action.
2. This film is a science-fiction and an action because of the explosions, spacecraft and also because it is a sequel to a popular Science fiction franchise. 
3. Due to the voice-over consisting of a male and also the main character I would say the target audience would be for males, however females would be targeted because the film tells a small romance story too.
4. This trailer makes me excited because of the dramatic action, the performance of the actors in the trailer and also the vast landscapes in the setting/locations.
5. The characters are represented as people that live abnormal lives compared to ours because the film looks to be set in a fictional world with fictional species. because of the science-fiction theme it is hard to pinpoint an accurate social class or background.
6. The style is serious because every character shown in the trailer appears to be showing serious expressions and body language and the voice-over also sounds serious. 

Bully

1. The trailer features music and speech which is diegetic (heard by the characters in the film) and is also a documentary/film which shows a fictional story upon a real-life problem that effects millions of people.
2. This genre would be a documentary film because it tells a particular story of a problem known as bullying and also looking at the trailer gives information on the effects of bullying.
3. The film targets everybody whether they are working or middle class or whether they are males or female because the problem shown in the film is a common problem that effects all kinds of people regardless of background, ethnicity or gender.
4. This trailer makes me realise how much of a problem bullying causes for people, it also made me realise how many people are affected. This is shown by the text that comes on a transition that 13 million children would be bullied that year.
5. The characters represented are based on real and normal/average people in the sense that they are working/middle class Americans that have normal jobs and the children go to schools like normal children do. 
6. The tone is serious because of the gravity of the problem that the characters face and also the performance by the actors which greatly increase the seriousness of their situation. 

Textual Analysis of film trailers - 3

Textual Analysis


Iron Man 3

1.  This film contains features including speech voice-overs and diegetic speech too. It also contains music and a variety of sound effects. It also includes dramatic action but only to an extent because the the editors wouldn't want to reveal the plot. 
2. This looks to be an action and adventure film which also involves a superhero theme based on previous movies and comic books.
3. This film would seek to target people that saw the previous films because of how successful they were and also people who are fans of the comics books of 'Iron Man' and would seek to watch films based on them. By looking at the characters males would want to watch this because of the action, violence and special effects (explosions) which are included.
4. This trailer definitely gets people excited including me because the previous films were a big success and by analysing the trailer the story looks good due to the characters performances and also the special effects.
5. In this film trailer a very wealthy billionaire is the main character who has a partner/love interest who also shares this wealthy lifestyle. The films which is similar to the last two mainly represents the upper class and successful of people in the story. 
6. This trailer is very serious yet informal advert because it is based on fictional comic books and therefore the character would look out of the ordinary which shows the informality. It is serious so that the viewers know the plot and the characters in it are either in danger and a test is to some of them to create suspense.

The Great Gatsby

1. This film trailer contains speech (diegetic) coming from a few major characters, the trailer makes large use of music because it sounds like the music is mostly focused on as a sound effect. 
2. This film looks like a drama film because it depicts and tells the story of characters lives and  what events effect/make their lives different and how that effects the plot.
3. The target audience looks to be of an adult age given the content of the trailer including late night parties and heavily dramatic drama scenes involving the characters.
4. The trailers makes me want to further read the book the film was based on or find out more about the settings because they look very different from the typical settings in the 1920's especially parties, which would link to their social class being wealthy.
5. A very wealthy social class is represented here and both genders are shown due to the party atmosphere of the scenes shown in the trailer when combined with the loud music. Adults most likely over the age of 18 are shown in the trailer.
6. This advert starts off informal and has a fun atmosphere to it due to the parties until the characters are introduced, by this time the atmosphere of the parties stays the same however the tone changes to a more serious story due to the performance by the characters mainly.

 Man of Steel

1. This trailer uses a large degree of speech to move the trailer forward, also includes music and  sound. The trailer also includes symbolism to make it recognisable by using the Superman logo.
2. From looking at the symbol we know it will be a superhero film which will contain a certain degree of adventure and action because most superhero films always include those elements.
3. The target audience would be large because many films have now come out to illustrate the superhero's action and his story and also linking to the fans of the original comic books. A lot of people enjoy action and adventure and it is seen as the most popular genre of film
4. This trailer makes me want to look more into Superman's life rather than just watching him save people, his background looks to be more important in this scene judging by the use of the camera and speech which explains his 'choices'.
5. A very rural area in which a working class social group is represented in this trailer, they are represented as very normal people despite the fact that the man is a super hero. He looks to be a young adult male.
6. This trailer is very serious in the way the music is played out along with the slow fade-in of each setting combined with the quiet non-diegetic speech used.

Textual Analysis of film trailers - 2

Textual Analysis

Taken 2

1.       Music and sound plays a big role in this trailer because the music is quite diverse, added non-diegetic sound is also present and consists of loud beats which add to the suspense of the films story which is about somebody’s wife being kidnapped.

2.       The Genre for this film would be an action thriller because the trailer shows a lot of fighting and violence. The trailer plays sound effects such as beats which add to the suspense and emphasize the thriller genre.

3.       This film by analysing the trailer is targeted at males because as a stereotype males are associated with violence, fighting and guns which are what is mostly shown in the trailer.

4.       The trailer mainly makes you excited because of the fast paced camera shots and the non-diegetic sound and music which also persuades the viewer to want to watch more or what to know what comes next. The usage of a wide variety of camera shots and movement including the establishing panning shot of the city of Istanbul.

5.       Two males and two females are shown in the trailer; the males are both represented very strong and intimidating in comparison to the females who play as the victims of the movie and are what is commonly known the ‘damsel in distresses’.

6.       The style of the advert is serious  in order to emphasize the gravity of the situation the main protagonist finds himself confronted with an enemy who is head of a very dangerous crime organisation has the responsibility of taking back hisloved ones.

Cloud Atlas

1.       This trailer contains mainly speech and voice-overs are also included, the trailer also contains music and sound, several pieces of music are used as well the films sound effects.

2.       This film appears to be an adventure film because the trailer is over 5 minutes long and includes a very diverse range of locations many times.

3.       I would say the target audience for this would be very broad, both genders male and female because by analysing the trailer it seems to tell the story of both males and females which would relate to both genders.

4.       This film brings out a variety of emotions and feelings because the music and speech combined with the music and the powerful locations and colours, lighting etc. makes it look exotic.

5.       In the trailer seems to depict a variety of social classes with many backgrounds, ethnicities and ages. They’re represented differently to one another.

6.       The tone of this film trailer looks serious because it features a variety of scenes and in those scenes all of the characters have the body language and grave expression which shows they are serious.

Textual Analysis of film trailers - 1

Textual Analysis

 
Skyfall

No. of close-up shots: 9

No. of medium shots: 9

No. of long shots:12

 The camera movements include a zoom (8 times) to make viewers focus on a particular subject or object which increases suspense in the trailer. Pans are used 4 times to keep pace of the action.

No. of locations: 35 – This follows the popular theme for bond movies that has lots of locations because bond’s career entails him to travel a lot.

In between shots the time was on average 1-2 seconds, a very fast paced trailer popular. The film also used non-diegetic sound (music) to emphasize the suspense.

 The Hobbit:

No. of close-ups: 17

No. of medium shots: 10

Long shots: 6

Zoom and pans out 5 times to set the scene the show the scale of the settings which were also used in a similar trilogy Lord of the Rings. Zooms in and pans to introduce the characters and focus on them in a large setting.

No. of locations: 20 – these films just like Lord of the Rings require many settings due to the scale of the novels that the films were based off. The average time between shots is 7 seconds in order to keep the pace low in order to show how large the settings are.

 

Lincoln:

No. of close-ups: 15

No. of medium shots: 22

Longshots: 5

Trailer includes two zoom outs and 4 pans, mainly to show the scale of what Lincoln had responsibility for during his tenure. Also to emphasize what mood/expression Lincoln has in a scene.

Contains 34 locations to show how big the civil war was and how Lincoln abolished slavery. Time in-between shots was an average of 4 seconds to emphasize that Lincoln is such an important figure that shots are slow on him.

TV Advert Questions

TV Advert Questions

National Accident Helpline

1. One of the features of this advert is Dramatic Action  because the advert shows a mini story being told, the women walks into the workplace, has the accident which is the complication and then receives her compensation which is the resolution stage.

2. This advert would be classed as a Dramatisation because the advert has a story and also a hero to it which is the product rather than the main subject because the product is what produces the resolution at the end and completes the story. the advert has a beginning, middle and an end and the women is also telling the story as it happens on screen.

3. This advert looks to be aimed at both genders because accidents like this can happen to both genders, despite there being no men shown in the advert. For age it would be 18+ adults because the advert looks very professional in an aesthetic way and both subjects in the advert are also adults in a workplace environment.

4. The image constructed from this advert would be that it improves the viewers confidence because when they have an accident at work they know who they can trust to receive the compensation they deserve, one close up shot in particular is focused on the check received to the victim of the accident (£5000) whilst at the same time diegetic speech "I was really pleased" emphasizes the confidence that this could impact on viewers who are in a similar workplace.

5. This advert appears to display a working class sort of social group since the person being given the compensation looks to be in an average workplace and normally richer classes wouldn't care as much for compensation. The working class in this advert are shown to be quite formal and polite when telling the story and seemed rather paranoid about having to pay a lot of money in repairing the damage. The gender (female) also appears to be shown in a professional manner, probably because the advert is supposed to evolve around the working environment and this of course sets a good example of that, for example the woman who was not in the story is wearing very formal clothing.

6. The tone of the advert is serious and formal, i think this because of the formal costumes, the tone of their voice which is calm and they also don't use any slang English. The colours also seem to be very simple.

Powerade


1. This advert has music and sound which is a song about a 'personal Jesus', this relates to the drink. It has dramatic action and the product is in effect during the advert which is shown as demonstrative action.

2. This advert is a dramatisation, the man is show from start to end in outrunning the train and completing the advert at the end by completing the train run. The subject also drinks the product and it is also shown used and taking effect.

3. Men are the main target audience, around the late teens-adults because the voice in the advert saying "Powerade" is very masculine and the subject is also a male who is very psychically fit.

4. In many ways the advert makes you cooler and also improves you because due to the fast camera movements (tracking), shaky camera, very fast pauses between shots and also the music helps to emphasize that if you drink Powerade you will become stronger and fitter and have more endurance so that will make you feel very improved when you go to buy a drink.

5. It is mainly males that are represented here who are a late teens and are presented a being fit and junkies for adrenaline which means that they like to do crazy stunts often.

6. This advert is deliberately informal and funny  probably because if the advert shown in a formal and serious way then Powerade would look like a boring drink to most viewers.


Phil Collins "Gorilla Drummer" Cadbury

1. Since this advert has no logical story or symbol, we could say that it has music and sound as its main feature, the drums which go in tune with the Phill Collins song . The song however does not provide a story but it may provide the mood.

2. This advert is very peculiar in the sense that it does not demonstrate the product being used, nor does it tell a story or narrate a documentary. However it does do something interesting that could be related to the question; There is no mention or showing of the product until the very end of the advert, this is a strategy that Cadbury uses in many of their adverts to make the viewer want to keep watching the advert because they want to know what is being advertised.

3. Due to the music being played in the background which is a song that is decades old so maybe adults would be appealed by this advert due to listening to that track. Younger audiences would be appealed because of its nonsensical nature.

4. By analysing the diegetic sound and music and the fact that the advert does not make sense makes you feel that the advert says that their chocolate will taste the best because Cadbury's have the best and most ridiculous adverts.

5. There are no social groups represented in the advert but it is clear that the advert is drawn towards more younger audiences due to its nonsensical theme.

6. The style and tone of the advert is very informal and funny and i think this si the case because it makes it more recognizable as a Cadburys advert because their adverts are always the ones that don't make any sense.


Injury Lawyers 4 U

1. This advert appears to revolve around speech as the main feature because the majority of the information the viewer gets from the advert is from the person speaking.

2. This is an advert that uses the famous faces method, although the person in the advert may not be know to a lot of people he is still regarded as a famous person (Billy Murray). It is also a sales pitch with a spokesperson.

3. The target audience for this product would be probably adults at a young or old age, social classes would mostly be working class because they would be the ones struggling to find compensation for accidents.

4. This advert really gives you the obvious choice for when you do have an accident and could make you feel more happier about the eventuality when you do have an accident that you know a good place to look for compensation. This is emphasized by the the camera shots that change depending on what the spokesperson is saying, for example when the person makes a clear message saying "They're real lawyers" the camera cuts to a close up to show just his face to emphasize what he said. The diegetic sound also slightly increases volume as he says this.

5. The more middle aged and middle class social groups are represented here because the only main subject is a person of that group/class. If we look in the background there appears to be a cafe sort of setting with a wide variety of customers which may link to the social groups represented as being almost everyone that has a job/accident.

6. The style and tone of this advert is very formal and serious, i think this is the case because the subject is a very serious matter and humour being added to accidents would not make a good, professional case for a company committed to compensation from accidents




Walker Crisps

1. Voice over speech is used towards the end of the advert, this is so the viewer understands the advert completely and a slogan is also given: "No more Mr. nice guy". Music and sound is also added.

2.  This advert uses the famous faces method, the main subject in this case is Gary Lineker who is a well known former footballer and sports TV presenter. He is featured in every walkers crisps advert which helps makes the ads improve recognition.

3. The target audience for this product i think is everyone ranging from children to adults, this is because you see a child enjoying the crisps, then handing it to the adult only to result in him enjoying them too. It could be mainly males as they are the main focus in the advert who enjoy the product.

4. Due to the non-diegetic and very cheerful music the advert makes you more happier because you have the crisps that everybody wants. You think everyone wants them because in the advert the adult is seen taking them from a child and then running away, I know this because of the child's performance that he wanted the crisps back.

5. Families are definitely represented and they are represented in quite a normal way, the father wanting to have what his son is having and feeling the right to take whats his and then being quite joyful with his son. I know its a family because of their expressions when sitting next to each other and when the man snatches the packet off the child.

6. The tone and style of the advert is very funny, I think this is the case because of the way the humour had to be portrayed in this scene in order to make the advert work and for people to want the crisps simply because children's fathers are taking them off their sons.



Maltesers

1. This ad contains speech and voice overs and in a way demonstrative action which is linked to the end of the video.

2.  This advert is in a way a demonstration advert, I think this because when the two women eat the product one of them mentions the amount of calories and the other says that is isn't naughty to eat one, meaning that it is low in calories. Then they try to find an alternative way to be "naughty" with the two males because the Malteser was low in calories and was not "naughty" to eat one.

3. The target audience would probably be females because the two of them in the advert both share an interest in them, whilst the males are sleeping and don't show much interest.

4. This product is something that makes you more attractive in a way because one of the main messages of the advert is its low calories which will make you want more without gaining weight. This message is shown from the voice over at the end "You'll have to find other ways to be naughty" i.e eating the Maltesers will not increase your weight significantly.

5. Adults are represented here around the ages of 25-35 and probably working class due to the simple setting and clothing (mise-en-scene) and are represented as women who care about their weight/bodies.

6. This advert is funny, which is definitely emphasized at the end with the "alternative way to be naughty" and also has a slight undertone of seriousness due to the low calorie amount.


M&S Peter Kay

1. This advert contains music and sound with the music setting the very cheerful and positive mood and leads the advert to a conclusion also.

2. This advert is definitely a song-and-dance production because there is very limited speech and all of the different scenes involve dancing with the same music track playing to accompany it. It also utilizes the famous faces (Dannii Minogue and Peter Kay).

3. This advert looks to be targeted at females because of the majority of the cast which includes a star guest (Dannii Minogue) with the exception of a few males.

4. To the females watching the product (which look to be clothes) would make you more attractive due to the advert making the products look fashionable. For example the performance of the dancing combined with the diegetic music help emphasize the products popularity.

5. There are many social groups associated with this advert, who are mainly young adults and teenagers and also from different ethnicity and social classes. This may be because the clothes at M&S are suited for a very diverse consumer which could increase popularity.

6. This advert is very informal and very humorous, which is also emphasized  by the comedian Peter Kay being involved. This may be because the advert is trying to tell the viewer that the products are good to wear and make them feel attractive that they want to dance. This could also relate to the Christmas atmosphere and theme of the advert.


Lawson Taylor

1. The advert contains a voice-over which, throughout the advert, tries to connect with the audience by using a persuading style of saying things like "You can concentrate on things that matter to you most". The advert also uses music which emphasizes the positive effect of the subject in the advert received the compensation.

2. This advert is a cross between a sales pitch and a demonstration, a sales pitch because there is some information displayed on the screen as well as the voice over simply telling the viewer what the product is for. A demonstration because we see the subject receiving her compensation, however we do not see the accident.

3. The target audience for this product is for anyone really that has an accident or is perhaps looking for a better product that can do the same job, i.e. receiving 100% of the compensation.

4. By reviewing the non-diegetic sound (music) and the voice over as well as the positive expression of the performance and also the very positive and appealing setting the advert seems to construct the image that the product improves you.

5. A female is represented in the advert which also is combined with the female voice-over with a social class of what looks to be middle class by analyzing the setting.  

6. This advert look quite formal and also informal in a way because the very useful information  shown on screen tied with the simple explanation of the product also emphasizes the seriousness of the advert, but due to the casual style of the subject and music it looks to be informal too.

Advertising Standards Agency Research

Advertising Standards Agency Research
1. The ASA is the Advertising Standards Agency, it is the independent UK regulator of advertising across all aspects of the media.

2. The ASA applies Advertising Codes written by the Committees of Advertising Practice. Their work includes dealing with complaints and actively keeping an eye on the media to take action against any misleading, harmful or offensive advertisements.

3. The mission for the ASA is to ensure that advertising in all aspects of the media are legal, honest, and truthful and provide a benefit of consumers, business and society. They aim to achieve this mission by improved their regulation for advertisements; making successes of regulating online ads, playing a large role in responding to issues shown to be affected by advertising. They are also striving to be more efficient and in tune with the consumers, business and society.

4. The ASA is not funded by the government and is free to the taxpayer; they are funded by advertisers through arrangements that guarantee their independence. The ASA is adequately funded to keep UK advertising standards at a high. They also receive some income from charging for the seminars and premium industry advice services which creates a small additional amount of funds.

5. The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow. These include general rules that state advertising must be taken responsibly, must not mislead, or offend anyone. They also provide specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.

6. Key Principles from the Broadcast code of Advertising consist of a wide range of criteria’s including Compliance, offence, privacy, Political advertising, environmental claims, children, Financial products, charities, gambling, lotteries, alcohol, motoring etc. These principles and the others found on the website are there because they provide a set of standards, rules and regulations which make the ASA more secure and independent. All of these principles are also there to reinforce the reason complaints are made from ordinary people that view adverts that may deem to be harmful or offensive.

7. Before deciding to investigate, the ASA check before any complaints are analysed whether or not the advertisement or institution breached one or more of the codes. From time to time they receive multiple complaints about a specific group of advertiser, this happens regularly for the ASA because their mission was extended further online to cover marketing communications on company websites. They deal with all of the complaints they get and conduct investigations when complaints become regular and pointed toward a specific advertising agency.

8. Adverts can be deemed controversial due to many themes and goals attempted to achieve from their advertisement. For example, if a TV advert for an upcoming TV series included a lot of violence or sexual content during the daytime and before the 9 o clock watershed then there will be many complaints from parents of children that may have viewed the advert. I personally feel that the advert concerning the blind in the football game is more light hearted than many members of the public took it. The advert was not supposed/meant to be offensive or encourage animal cruelty.

9. An advert that can start off with causing controversy would be the Burger King ‘Super Seven Incher’, it wasn’t the slogan that caused the most controversy but the image that went with it was of a woman with her mouth open ready to eat the burger, however the way in which this is displayed was viewed very inappropriate and offensive to a lot of viewers. I personally think the message was not controversial but the image needed to be changed so that there were no misinterpretations. Another advert An agency set up to entice advertisers to buy space in British newspapers should probably know what kind of ads is acceptable for publication. In 2004, several papers ran an ad that was supposed to attract fashion advertisers to want to do business with the dailies. It showed a large stiletto heel impaling a tiny businessman through the stomach. The image isn't too graphic compared to violence on TV, but readers were disturbed. The image also offended many men because it encourages violence towards them by men, however I do not think the public would be this easily encouraged by the image and it is not as controversial as initially thought. In 2005, Microsoft made a "Jump In" ad for their Xbox 360 console that never aired. The ad, deemed too controversial, showed commuters on a subway platform playing "shoot ‘em up" with their fingers, this raised immediate concerns due to an encouragement that these video games are encouraging violence. I think this should have been aired but slightly cut and edited.

10. Although I made a trailer I was thinking about producing an advert and there were definitely things that I could have kept in mind if I was going to produce one. I would need to consider many key categories and areas that I should be careful not to offend, like genders, male and females need equality in the advert and no obvious separation should be encouraged then complaints would be imminent. I must also consider the issues of sexual orientation and not to cause offense to them. I must also not include too much violence, or to such a degree that people find offensive watching, as well as encouraging violence as well.