Modern Warfare 3
We will be comparing two very different adverts, one of which being the new Modern warfare advert, it has a sense of suspense and thrill, the advert is very short, only thirty three seconds yet the advert still manages to get the point across to the audience. Audio is key in this advert as there is not much visually apart from graphics, the sound of soldiers, helicopters and explosions make the audience feel as though they are there.
The unique selling point of the advert is that it is new, the next game in the call of duty franchise, gamers will always be looking for an improved version of a game or the next chapter in the campaign (single player) the product offers a unique story line that no other call of duty game can offer.
The target audience of the advert is 18-25 in addition the main appeal is that it is a game and that it is the next chapter in the story (campaign). the advert is quite surreal as there are some graphics that show well known citys and capitals being bombed and soldiers walking about this also creates suspense making the audience want to carry on watching to then end. The strengths of the advert include; the audio and graphics, the graphics add a sense of thrill to the advert and the eerie sounds that makes the audience feel as though they are there with the soldiers; this gives a realistic feel to the advert. The persuasive techniques used in the advert are the excitement factor giving a sneak preview of the game but not giving too much away. 
ASA
A self-regulatory organisation of the advertising industry in the UK, The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances. The organisation is funded by the government. Its role is to regulate the content of advertisements, sales promotions and direct marketing in the UK.
Initial thoughts
My initial thought about the advert is that it is very sexually orientated; the advert gives a bad interpretation of women and suggests if you buy this product you can do this.
Denotations and connotations
The advert shows four men and only one woman, some of the men have no tops on and the woman is wearing a short dress. The advert says if you buy this product that you can get women
Banned Advert: Xbox 360
I think the advert was banned because the advert condones violence and guns, the advert start with a stand-off between two people who point their fingers in a gun shape at each other, then one person shoots the other, this sparks of a massive gun fight which takes place in a mall,
01 Compliance
The overarching principles of this Code are that advertisements should not mislead or cause serious or widespread offence or harm, especially to children or the vulnerable. Broadcasters are responsible for ensuring that the advertisements they transmit comply with both the spirit and the letter of the Code. All compliance matters (copy clearance, content, scheduling and the like) are the ultimate responsibility of each broadcaster. The ASA may decline to investigate where there is a dispute which, in its view, would be better resolved by another regulator or through the Courts
02 Recognition of advertising
The rules on recognition of advertising must be read in conjunction with all other parts of the Code, including Section 32: Scheduling of Advertisements. Other sections of the Code contain product specific or audience-specific rules that are intended to protect consumers from misleading marketing communications. For example, Section 5: Children contains rules that apply, as well as the general rules, to advertisements that fall under that section
03 Children
Children must be protected from advertisements that could cause physical, mental or moral harm. The context in which an advertisement is likely to be broadcast and the likely age of the audience must be taken into account to avoid unsuitable scheduling. Advertisements that are suitable for older children and young persons but could distress younger children must be sensitively scheduled or placed. This section should therefore be read in conjunction with Section 32: Scheduling. Care must be taken when scheduling advertisements that could frighten or distress children or could otherwise be unsuitable for them: those advertisements should not be scheduled or placed in or around children’s programmes or in or around programmes likely to be seen by significant numbers of children. Care must also be taken when featuring children in advertisements.
04 Harm and offence
Advertisements must not be harmful or offensive. Advertisements must take account of generally accepted standards to minimise the risk of causing harm or serious or widespread offence. The context in which an advertisement is likely to be broadcast must be taken into account to avoid unsuitable scheduling (see Section 32: Scheduling).
05 Misleading advert
The ASA may take the Consumer Protection from Unfair Trading Regulations 2008 into account when it adjudicates on complaints about advertisements that are alleged to be misleading. See Appendix 1 for more information about those Regulations. The ASA will take into account the impression created by advertisements as well as specific claims. It will adjudicate on the basis of the likely effect on consumers, not the advertiser’s intentions. Other sections of the Code contain product-specific or audience-specific rules that are intended to protect consumers from misleading advertisements. For example, the Children and Medicines sections of the Code contain rules that apply, as well as the general rules, to advertisements that fall under those sections.
Ad
A regional press ad on 20 May 2011 for HMV showed an image of the L.A. Noire game and stated "£39.99 out now". Body copy stated "buy L.A. Noire on Xbox 360 or PS3 + get L.A. Confidential on Blu-ray* + free exclusive in-game gun: The Chicago Piano*". The asterisks were linked to footnote text which stated "One copy of L.A. Confidential on Blu-ray free with each purchase of L.A Noire on PS3 of XBOX 360. L.A. Confidential Blu-ray and free exclusive in-game gun available while stocks last".
Issue
A reader challenged whether the ad was misleading because it did not make clear that customers would receive the free items only when they placed a "pre-order" for the game.
Response
HMV said the offer was available not only in respect of pre-orders but was equally valid and available to customers who bought the game in-store or online without placing a pre-order. They supplied spread sheet information which showed the number of games that had been pre-ordered, the total number (i.e. including both pre-orders and walk-in sales) sold on the day of the ad and the three days that followed and the number of free items given out, which they believed showed the offer was not limited to customers who had pre-ordered the game. They said they could only assume that the customer had been given incorrect information in the branch she visited.
I think this is a good adjudicated case because I am an often go to HMV to purchase albums and it is interesting to see how advertising can be misconstrued. In my opinion the advert has been clear on the gift/voucher given with the game and the terms and conditions, also HMV given evidence that showed the free items were given to considerably more customers than had pre-ordered the game.It was clear that the customer was not liable for the free gift and had wrongly accused HMV.
