6. What I have learnt about industry in relation to print advertising and how I intend to use this knowledge and understanding to ensure my production is appropriate to the media industry context of the set brief I have chosen

A particularly important aspect to consider in the production of my adverts is the industry context that they will be displayed in, and especially any rules or regulations imposed upon the medium.

The Advertising Standards Authority (ASA)
 
In my production, I will need to adhere to the ASA's advertising standards codes - particularly the non-broadcast section, as that will be relevant to my print adverts.

An example of one of the ASA's rules is as follows:

"Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age."

A Marc Jacobs advert in breach of the ASA's rules

The ASA provides a resource for the public to complain to, should they see any advert as inappropriate. For example, complaints about this Marc Jacobs print advert were upheld by the ASA, because:

• The positioning of the bottle was sexually provocative
• The clothing and pose of the model "drew attention to her sexuality", which was not allowed as per the ASA's rules on the sexualisation of minors (the model was 16) 

Another advert that has broken of the ASA rules.

Another Marc Jacobs advert for 'BANG' was also banned for being too sexual, and I agree that using sexual poses such as the one shown here would not be appropriate for Wave's advertising campaign, considering that part of the target audience of Wave is under 18 years of age.


In the advertising of Wave, I will take care to adhere to the ASA's rules by:

• Avoiding including anything that is likely to cause offence on the above grounds
• Avoiding obvious exaggeration or misrepresentation of the product's capabilities
• Avoiding depicting the models in the advert in an explicitly sexual way
• Avoiding promotion of the drinking of alcohol or smoking of cigarettes as an integral part of social success, especially in the context of my models being 16/17 years old.

Total Film Magazine

The February 2018 cover of Total Film Magazine.
The main feature is Pacific Rim: Uprising, which released
the next month.

As my adverts will be located within Total Film magazine, it is important that I am aware of the magazine's target audience and typical content. Total Film magazine targets men and women aged 18-35, which means that 40% of their audience is also within Wave's target age demographic of 16-25 and can be advertised to. Regular readers of Total Film are likely to be film enthusiasts who often buy DVDs and go to the cinema. The magazine's content discusses recently or soon to be released films, often with relevant interviews with high-profile actors, writers and directors. Part of the magazine's appeal comes from the audience enjoying being able to understand references to their favourite films, and one feature, 'You Talkin' To Me?', even uses famous quotes as humorous questions in a celebrity interview. Having done this research, I have decided to incorporate film quotes into my own adverts, to increase their relevance within the magazine and therefore increase their appeal with the target audience of Total Film.