ADV 3001 Chapter Notes - Chapter 8: Advertising Standards Authority (United Kingdom)

• School: University of Florida
• Department: Advertising
• Course: ADV 3001
• Professor: Lawrence Milton Clark

Document Summary

Something the client expects to see: also describes what cannot be in your advertising. Either for legal reasons or research ndings that indicate its wise to steer clear of certain language or imagery: you can usually discuss a client"s demands or expectations and sometimes win them over. Common mandatory is to include the product: as you develop your creative work, you realize that your idea depends on not showing the product, keep mandatory elements to a minimum. Legal mandatories: working with alcohol, food, cosmetics, nancial services, pharmaceuticals or products aimed at children, alcohol guidelines: Advertising should not be designed to appeal to people under legal drinking age. It cannot promote brands based on alcohol content or its e ects. In the us, alcohol ads can only be placed in media where 70% of audience is over the drinking age. Certain creative devices, like cartoon characters as spokespeople, is discouraged. Two glasses, not one: avoid implying someone drinking alone.