a) The adverts impact and effect on the audience
The research that I carried out suggests that the campaign has made its audience more aware of the issue that big cars make in cities such as Moscow in Russia and how beneficial a smart car would be in cities with bad traffic jams. This is due to the fact they're small and can easily be parked in comparison to a 4x4, they are very efficient and economical. On the other hand, many of the audience feel they would be unlikely to buy a Smart due to it's size, not being able to accomodate for families with more than 2 people and as well the boot space. If this research was carried out in a larger city then it may be of more interest to those who are constantly stuck in traffic jams.
Research online show's people find them easy to park, cheap to run and like their distinctive looks, however their are cons about its lack of seats and it's poor performance out of town, suggesting it is only good for cities.
b) Relevant issues of representation
The representational issues that this advert has is parking in large cities, stating that it's difficult to park in cities such as Moscow, because it's so congested and everyone drives 4x4's which take up more space, in comparison to a Smart Car. The issues surrounding parking are the costs, the parking itself as lack of car parks in comparison to population and them being towed away from not being in a specified parking space. The different audience's will see this advert all in the same way, that you'll face consequences if you fail to park in designated spots and that all big cities face the same situation of parking issues.
c) Relevant legal and/or ethical issues
There is no current relevant legal or ethical issues within this campaign. The only potential issue is the feedback used from 'converted true believers', this is because in the advert, after people have test driven the car, it shows status' written on social networking sites such as facebook, suggesting the campaign has been spread on these sorts of sites. The video tells us that they created $150,00 of earned media.The feedback given on facebook are from the test drivers supposedly saying how satisfied they were and about the experience in general. The only issue behind this is of whether they were true opinions or not, they may well have been prompted by BBDO for good reviews, this is so they could back up their campaign. When a campaign is made, they should legally used scientific evidence as you can't mislead the audience. Scientific evidence is used with the 70% conversion rate. However their is no scientific evidence behind the social networking comments, this could potentially cause problems within the campaign.
d) Role of relevant regulatory bodies
The ASA (Advertising Standards Authority) regulates the advertising industry in the UK. They are a non-statutory organisation meaning they can't interpret of enforce legislation. However, it's code of advertising practice broadly reflects legislation in many cases. The ASA is not funded by the British government, but by a demand on the advertising industry.
ASA
- Advertising is affected by the change concerns of society
- Work with multimedia platforms (computers, print, tv, radio etc.)
- Have a sophisticated and visually literate audience
Their adverts have to be:
- Legal
- Honest
- Decent
- Truthful
The ASA have to ensure that consumers are not misled, harmed or offended by ads so they can maintain consumer confidence in advertising. They have to maintain a level playing field amongst businesses, it is important for fair competition so all adverts have to go by the same rules.
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