client research -more info added-

REPEAT Fanzine
repeat are a music blog and also a registered publishing and record label.
their pressence is all internet based, they have no physical adress.
their website is : http://www.repeatfanzine.co.uk/
this is what the homepage looks like:

nanna mexico. nanna mexico is a cambridge based business that sells mexican fast food, most well known for their 'big ass burritos' the company has 2 stores around cambridge, one near the center and the universities and another just outside the grand arcade. both great locations and busy for a store to be.

jemporium. a small business that sells vintage clothing in the grand arcade, this clothing is typically from the 60s-80s period. the store is fairly popular and has a good and busy location.

Legal and Ethical Issues In Advertising

I will be analyzing the "Your mom hates dead space 2" campaign put on by EA to advertise their new game (~at the time~) Dead Space 2. the ad features several concerned mothers watching game-play of the highly violent game "dead space 2" and obviously hating it.



this advert is supposed to target people aged 15-20 (the age range can vary a lot more than this, however) and it is made to make them think that their mom will hate the game, making them want it to defy them.
The advert shows clips of the game shooting grotesque alien monsters with guns with plenty of blood and gore to make it an appropriate ad for a violent game. the violence used is very brutal with screaming and loud noises, the reactions are pretty one sided to be negative with the game being blamed for turning children into criminals and corrupting society (really?)

the issues with the ad are quite apparent, the adverts shows the people involved in a negative light for disliking the game. another issue is the violence it shows, the game features small aliens that look rather human and child-like, the ad shows many of them being shot by the protagonist, this could cause offence because of the appearance of the alien. however the context is clear that the protagonist is under attack and it is self defense from the aliens.

an advert that was banned, the 'Death has never been closer' advert for final destination 5 was banned for scaring 3 children on a bus. the difference in the 2 being that the violence in this was obviously on a human, and the fact it was shown on public transport meant it was inappropriate for the audience, whereas in the "your mom hates dead space 2" ads, the violence is being inflicted on aliens and was only shown late at night to typical 'Boyish' shows.

there is a massive need to adverts to stick to a specific set of rules because before the ASA you had all sorts of adverts that showed racial stereotypes and just all-out lied to you, for example coca-cola had a campaign that said if you gave cola to children they would become smarter. the ASA makes sure that a minimal amount of people are offended by an advert, they do this by making sure it is shown at the right time, to the right people and contains no sensitive material that is going to offend a lot of people.

Agency Profile

Bartle Bogle Hegarty

Bartle Bogle Hegart's ceo is currently Gwin Jones, he has been in the company for 27 years, however at the end of the year he will be stepping down to make way for Neil Munn.

 The company was started in 1982 by Sir John Hegarty, John Bartle, Sir Nigel Bogle, with their first office in london, england. they started by only doing print campaigns (their first being the "when the world zigs, zag" campaign for new black Levi jeans, the company later took the black sheep in the advert as their company image and the motto "when the world zigs, zag" as their own company motto, to account for the strange and new ways they do their ad campaigns.

'BBH's first major ad campaign, sporting the motto'

Products:
the BBH company make all sorts of ad campaigns for companies like AXE (or linx in the UK) and the guardian, their adverts are often different from what you would usually find in a company, with the ads being different and standing out above the rest, for example their 'Color prohibition' advert for Dulux.

#
this advert shows us a world where color was banned, and an underground society use trucks to run around paint while being chased by police, similar to the old moonshiners when alcohol prohibition was a thing in the US. a can of paint finds it's way to a woman who is obviously embarrassed by her bland apartment after a paint bootlegger is caught, she paints her apartment a lovely shade of blue, and this encourages others to do the same, and she wins the heart of a man across the road from her.

the BBH is also responsible for the Guardian's world cup ad campaigns that played on the recent Fifa controversy to make adverts that poked fun of it, for example this advert advertising the guardian's coverage of the world cup and all the others that followed.

These adverts are a massive hint to the type of ads that the BBH love to do, they like making ads that will stick in people's minds, they achieve this by being very satirical and using comedy in their ads a lot.












Awards: the BBH has been voted Agency of the year 2 times in the Cannes Lions International Festival of Creativity, and they have also won 32 IPA effectiveness awards since 1988. in 2008 they won the IPA and APG effectiveness awards, the first agency to win both in a single year.
BBH also won campaign magazine UK's 'agency of the year' award in 1986, 1993, 2003, 2004, 2005, 2011 and 2012.

The BBH now have offices all over the world, in LA, New York, Brazil, London, Stockholm, Mumbai, Shanghai and Singapore.

In 2010, the BBH made £95million in total profit over the year, with another £27 coming from other companies they own.

The BBH are competing with the biggest and best ad companies out there, like WPP, Omnicom, Dentsu and Epsilon.

Advert Case Study

This is an advert made by the BBH advertising company, Bartle Bogle Hegarty.

this advert was made to show that the guardian were offering coverage of the world cup, blog posts and round up highlight shows on their website. the recent FIFA bribing controversy at the time made a great target to exploit for the ad campaign to make a bigger impact, for example, if this ad was released much later after the event then there is no way it would have done well

the ad includes a zoomed in corner of the Brazilian flag that represents the location of the world cup that the guardian are attempting to advertise that they are showing coverage of on their website.

the type of fonts used in the ad are very conservative and formal, expressing the serious nature of the ad. however, the text itself is rather comical with the shots they're taking at Fifa, making the joke more contrasting and funnier, .in my opinion this makes the ad stick a lot more and holds your attention.

the advert is targeted to people who are interested in the world cup that was happening when this ad came out in the newspapers and online. the kind of people that see the advert are the type of people that would be looking at this advert will most likely be affected by it, because the world cup is such a large event worldwide (funny that) then you can be sure that if they aren't interested, they'll know someone who is and that will help the ad be very successful.

the colors that the advert is using are representing of the Brazilian flag because the world cup at the time was held in brazil.

the ad was different from a usual BBH ad, or guardian ad, as it really pushed the boat out in terms of the humour that they used, the guardian is known for being more reserved, and never really going out and taking advantage of an event to make a joke.