CAP and ASA

screen-shot-2017-02-28-at-07-51-33Not sure which rules and regulations and codes of practice (mmm… that’s in bold type. Wonder if it’s an important term I should remember/use?) might apply to your poster(s)? No worries… You’re maybe looking in the wrong place for help.

The main legal constraint (another good phrase that, you should maybe use it at some point! Hint. Hint.) from an institutional point of view (Another great phrase – where does he get them all!) comes from the ASA. They are the regulatory body who rule on the suitability of an advert (which is, after all, what a poster is – an advert for a film).

When you are designing a poster, there is regulatory guidance available from the CAP (https://www.cap.org.uk/Advice-Training-on-the-rules.aspx). The CAP are the Committee of Advertising Practice and they offer training and guidance on advertising… and they also draw up the rules/guidance that advertisers need to follow. They work hand-in-hand with the ASA.

Now, I had hoped that at least one of you would have stumbled on the CAP by now… and specifically, this page: https://www.cap.org.uk/Advice-Training-on-the-rules/Help-Notes.aspx

But just in case you haven’t, and want the tl;dr version, you NEED to look at this guide in particular: https://www.cap.org.uk/Advice-Training-on-the-rules/Help-Notes/Videogames-Guidance-on-ads-for-videogames-and-films.aspx#.WLSGTBicbrc

There’s plenty in there to keep you busy… and remember… HOW WOULD/DOES/COULD WHAT YOU ARE READING APPLY TO YOUR OWN POSTERS (You get marks for knowing the industry/institutional constraints that would apply in real life). 
Happy reading… and use the comments to ask questions… or Edmodo.

ASA Decisions

Just out of interest, I have found a couple of ASA rulings on film posters (more may likely follow). Perhaps unsurprisingly, given class discussion, both posters were featured on buses.

You should read through the decisions and consider how or why the posters were on the receiving end of complaint(s)… and whether you would agree with them. (And yes, this is all INSTITUTION stuff!)

poltergeist-bus-advert
Click The Clown… you know you want to!
Click The Bus... Sin City 2 Poster Ruling
Click The Bus… Sin City 2 Poster Ruling

 

Sign Signifier Signified

So… the real fun starts here.

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You are to choose an advert (Press/magazine/poster/TV) and identify five of the signs used in its creation… and also give some thoughts on what they signify. Bonus points for seeing if you can combine all the separate signs into an overview of the adverts overall message. I’m looking forward to seeing what you hand me on Monday 🙂

What’s that, you say? You’d like the slides from class to refer to? Oh, all right. Here they are…

pdf-icon-1
Click to download the slides!

 

Christmas Ads

Sainsbury’s have released their Christmas ad… a three and a half minute epic starring a computer generated cat. Definitely gets my award for the funniest advert (so far!)…

Lidl’s School of Christmas:

The Littlewood’s Touch:

Aldi’s Sound of Music:

Curry’s Acting Grateful:

Markies!:

And last but by no means least… one from my childhood!

Homework Tip

Preferred Reading vs Differential Decoding

The preferred reading is the meaning intended by the creator/director/maker.

A differential decoding is an alternative reading not intended by the creator/director/maker.

John Lewis Christmas 2015 Advert

The Guardian: Who is Moon Hitler?

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You know the format by now… click the picture for the link!