These guidelines cover what are known as non broadcast adverts, those which are printed and not broadcast in motion such as on TV or internet. These were the basis for my theory into practice publication and parts of my essay included these facts.
When reading through the guidelines there are very few angles in which agencies can use and few manage to manipulate the wording successfully. This is where the thought of selling a lifestyle as discussed in Ways of Seeing is applied.
http://www.asa.org.uk/News-resources/Hot-Topics/~/media/Files/CAP/Codes%20CAP%20pdf/CAP%20Section%2018.ashx
http://www.asa.org.uk/News-resources/Hot-Topics/Alcohol.aspx
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