Factual information : Unknown, this advert is for the imperial war museum.
Message : This is a just a general advert to advertise the Imperial War Museum for the half term break for children and adults.
Narrative:
Voice:
"Do not surrender to bordem this half term!
Enter IWM dunsford for amazing family activities.
Try your hand at secret communications.
Spell out your name in morse code. (morse code sound)
Learn about and even try on military uniform.
AND ALL family activities are FREE! (Sound of plane)
Mums... Dads... gather up the squadron and head to IWM dunsford near cambridge this february half term, children under 16 admitted free.
Details at IWM.org.uk."
Style : Humorous: This advert is slightly humorous due to the voice actor and the style in which he presents the words. He uses a posh and overly british nasally voice to imitate the voices you hear in old films from the second world war period. This is a great technique because not only does it sound funny it also implements the fact that the war museum is all about war. It also then appeals to children because it sounds funny, and adults because it reminds them of old films such as "Carry On".
Factual: It is slightly factual because it tells you what activities there are such as morse code and military uniform wearing. It also tells you information such as costs, like Children under 16 are admitted free and all family activities are free.
Nostalgic: I think the use of the voice does implement some form of fondness to the past, and due to the fact that it is a museum about the past it has to use that to it's advantage to encourage people to want to go.
Repetition: The advert does not use much imitation however they repeat the name of the museum multiple times to make it easier to remember. They also mention the location a few times too.
Simple: The advert is very simple. They have only one voice, a couple of side effects and only one backing track. This makes the information relayed easy to hear and not too crazy.
Aggressive: I wouldn't say that the advert is overly aggressive, however he does shout a few times when he talks about free admittance and the name of the museum, this makes those facts more memorable. However I feel like it's not too much to say that they use shock tactics or anything like that.
Seductive:. More subtle than aggressive adverts, they use gentle persuasion.
Immediacy: I wouldn't say that this advert contains any immediacy, due to the fact that it isn't advertising anything for sale, however they are telling people to go during a specific time, during the half term.
Mums... Dads... gather up the squadron and head to IWM dunsford near cambridge this february half term, children under 16 admitted free.
Details at IWM.org.uk."
Style : Humorous: This advert is slightly humorous due to the voice actor and the style in which he presents the words. He uses a posh and overly british nasally voice to imitate the voices you hear in old films from the second world war period. This is a great technique because not only does it sound funny it also implements the fact that the war museum is all about war. It also then appeals to children because it sounds funny, and adults because it reminds them of old films such as "Carry On".
Factual: It is slightly factual because it tells you what activities there are such as morse code and military uniform wearing. It also tells you information such as costs, like Children under 16 are admitted free and all family activities are free.
Nostalgic: I think the use of the voice does implement some form of fondness to the past, and due to the fact that it is a museum about the past it has to use that to it's advantage to encourage people to want to go.
Repetition: The advert does not use much imitation however they repeat the name of the museum multiple times to make it easier to remember. They also mention the location a few times too.
Simple: The advert is very simple. They have only one voice, a couple of side effects and only one backing track. This makes the information relayed easy to hear and not too crazy.
Aggressive: I wouldn't say that the advert is overly aggressive, however he does shout a few times when he talks about free admittance and the name of the museum, this makes those facts more memorable. However I feel like it's not too much to say that they use shock tactics or anything like that.
Seductive:. More subtle than aggressive adverts, they use gentle persuasion.
Immediacy: I wouldn't say that this advert contains any immediacy, due to the fact that it isn't advertising anything for sale, however they are telling people to go during a specific time, during the half term.
Purpose : I would say that this advert would be rather successful due to the fact that it's main target audience is quite wide. Not only does it appeal to children due to the funny voice and the list of activities, it also gives the adults an idea for what to do during the half term. However I feel like it could have contained more information about prices because that's something that is rather important to adults.
Use of sound bed :
The whole time there is a background sample, this is just quite upbeat and exhilarating music that sits behind the voice over to create depth and texture to the sound it also gives a mission impossible feel to it, this makes the advert more involving.
After he mentions the activities and the ability to say your name in morse code there is a sound effect added in to amplify what it is, this sound is the sound of morse code.
Soon after they then add in the sound of a fighter plane, this adds excitement and the feeling that the event will be fun.
Use of Voiceover : I would say that this voice over is a british male in his 30's pretending to be from the war period, and lightly imitating a fighter pilot, or what you would stereotypically think of a fighter pilot to be. I think that this relates to the audience because it gives them some heavy imagery and it also relates to children because it sounds funny and adults because it reminds them of older films.
Persuasive techniques : Some persuasive techniques used were shouting when important facts came on, like free admittance and also the use of sound effects to add imagery. There unique selling point is that they are using the activities to excite the children listening. Children are a good audience due to the fact that they can constantly bug and persuade their parents if something sounds exciting and fun enough.
Level of distribution : Local due to the fact that the museum is located in a certain area and that it's not a sale or promotion that is available nationwide.
Regulation : This is the official guide and explanations
Misleading Advertising: This means that the advert is essentially not allowed to claim false information, regarding matters like the use of the word, "free" and such like.
Harm and Offence: to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to loudness of TV ads; shock tactics, unsafe practices and photosensitive epilepsy.
Children: There are certain rules that any advert containing or regarding or targeting children that any advert has to abide by.
Privacy: Rules about permissions for depicting – or referring to - living persons in ads, including members of the public and those with a public profile.
Political and Controversial Matters: Ban on political advertising, including definitions on what is considered political.
Distance Selling: Rules governing marketing communications that allow readers to place orders without face-to-face contact with the seller. Covers cancellation and refunds.
Environmental Claims: Rules about making ‘green’ claims for products or services. Rules cover evidence, the clarity of claims and ‘life cycle’ of products..
Prohibited Categories: Lists products and services that are not permitted to be advertised on TV or radio at all.
Medicines, medical devices, treatments and health: Use of health professionals; rules on evidence (very high level needed for medicinal claims); suitable qualifications for those claiming to treat or offer advice; medicines rules; herbal and homeopathic product rules.
Weight control and slimming: Rules for ads for weight control, slimming foodstuffs and aids, including exercise; diets, clinics and medicines.
Food, Food Supplements and associated health or nutrition claims: Rules relating to health and nutrition claims in foodstuffs; claims for vitamins and minerals; infant and follow on formula and food and soft drink advertising to children.
Financial Products, services and investments: Rules for all financial advertisements, includes provisions on interest rates and, lending and credit.
Faith, Religion and equivalent systems of belief: Rules for advertising by, or on behalf of bodies that are wholly or mainly concerned with religion, faith and other belief systems. The rules also apply to ads by anybody for related products and services.
Charities: Includes rules around donation, including refunds.
Gambling: Social responsibility rules for gambling and spread betting. The rules cover content and targeting and are designed to protect under 18s and the vulnerable.
Lotteries: Social responsibility rules that apply to lotteries (including The National Lottery; Gambling Commission licensed lotteries and locally registered lotteries)
Alcohol: Social responsibility rules for alcoholic drinks. The rules are designed to protect under 18s and the wider population.
Motoring: Social responsibility rules for motor vehicles, covering safety, speed and irresponsible or anti-social driving behaviours.
Betting Tipsters: Special rules to prevent betting tipsters from misleading the audience.
Premium Rate telephone services: Rules covering pricing and content of ads that promote premium-rate telephone services.
Telecommunications based sexual entertainment services: Rules restricting where and when such advertisements can appear.
Homeworking Schemes: Rules restricting the nature of advertisements for homeworking schemes and to ensure they do not mislead.
Instructional courses: Rules restricting those who can advertise such courses and ensuring they don’t mislead.
Services offering individual advice on consumer or personal problems: Requirements for suitable credentials for advertising.
Introduction and dating services: Rules to prevent advertisements from causing harm, including to under 18s.
Competitions: Rule about fair and clear administration of competitions.
Private Investigation Companies: Requirements for suitable credentials for advertising.
Pornography: Rules restricting the advertisement of R18-rated material
Other categories of radio advertisements that require central copy clearance: Ads for adult products and services that require central copy clearance, including adult shops, stripograms 18+ media.
B I think that the only things that this advert would have to worry about would be anything misleading, such as if they didn't explain about the free admittance correctly. I also think that maybe if they hadn't been too subtle about the shouting it could be quite offensive and shocking to the audience.
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