The Media
How have advertising agencies adapted to legislations restricting the portrayal of their products?
Up until the 1950s most forms of advertising were delivered in print form, such as billboards, posters, flyers or leaflets and it wasn’t until 1955, with Gibbs S R Toothpaste transmitting their broadcast at 8:12 pm on September 22nd, that Britain’s ideas and approach to advertising changed dramatically. Since then many legislations have been put in place and are increasingly limiting in what campaigns can communicate.
The main areas that we decided to discuss and research are three of the most commonly experienced commodities in every day life; alcohol, cigarette smoking and automotive advertising.
Alcohol advertising in the UK was severely limited in 2005. The new legislation stated that campaigns should not imply that there is a link between the consumption of alcohol and social or sexual success, or the perception of physical attractiveness. This makes it harder to advertise alcohol as a ‘social lubricant’. Prior to this, advertisers were more free to to sell products however they would like. One tv commercial that got banned for breaking the rules was the Tuborg advert “One more Tuborg… please!” which clearly states that drinking alcohol will make people become more attractive. In effect of the new legislations agencies have had to change their ways and become more creative in the way in which they sell products. The contemporary slogan for Guinness, “Good things come to those who wait” is an obvious effect of legislation, as it no longer directly points to effects of the drink on the user, instead visually associating the beer with a positive lifestyle. During the last century, probably the most iconic alcohol advertisement in the UK was Guinness’ “Good for you” campaign, designed by John Gilroy, which would not however comply with modern standards as the slogan is misleading.
During the 1960s many forms of advertising, that would seem unacceptable by todays standards, were used to promote products to a wide audience. Namely, the Flintstones represented how advertisers used and exploited role models and popular fictional characters that appealed to adults AND children to suggest that smoking was cool, tasted nice, relaxing (emphasis on male roles, women working and earning a fag while man sits and chills). There were no health warnings, the idea of smoking being unhealthy was something that was not an issue. Legislations within the smoking industry were more hard hitting, there were not just a limits to commercials but a complete ban. This ban came into force in 2002
As an effect of this anti smoking campaigns took the place of these ads. Firstly focusing on health concerns for the individual smoker, and more more recently to passive smoking and the effect on others around them. The Australian “quit smoking” commercial ad that we have selected represents how people no longer sold or persuaded to buy cigarettes but guilted into quitting/ not even starting, facing consequences of their actions. i.e children’s future without them. This advert also plays on a mothers maternal instinct by suggesting smoking will separate you from your child. More recent NHS campaigns have focused on the self help aspect of Quitting.
Over time the key selling points of the product has changed. In earlier advertising the key focal point was highly based around the factor of performance and consequently. However as legislation has been put in place all manufactures have been made to change their selling techniques. The most recent factor shows cars as a commodity, a must have. Instead of focusing on speed / performance they focus on new technologies and aspects which make life easier for the consumer. One of the earlier advertisements by BMW shows two cars, the “Model 1600″ (on the left) and the “2002″ (on the right). The statement which link the two cars states that one is fast, the other, faster than fast. In recent commercial advertising this strap-line would disagree with legislation due to the essence of speed. However when this advertisement was created there were no such rules.There are adverts created online (an example being BMW’s, Guy Richie produced internet movie-ad) which are able to put aside these rules as they are not openly advertising to the public. These ads need the viewer to interact by purposely downloading the movie. As it is seen as a short movie and because it is directed by Guy Richie, featuring Madonna and Clive Owen it is not thought of as strictly advertising thus giving BMW the edge over the restraints.Over all, as the legislation has effected the way that advertisement has been set, car advertisement has found new ways to communicate their key selling points such as the above. We feel that as legislation evolves the companies will still maintain change to help them coincide with the changing market.
