Legal and Ethical Issues

The advert’s impact and effect on the audience

From both my own reading of the advert, the results I have deducted from my audience research grid, and information I have found online - the audience have found the print advertisement humours, cleverly and metaphorically shown, and was effective at getting across its point. However, the understanding of the advertisement itself, and the amount of information they have accurately deducted, all depended on the age and life style of the audience. 

For example the advert was more effective on adults, rather than students (and obviously children). This is because students commonly lack money, so therefore rule out the product due to not having enough expenses and often haven’t got their drivers licence yet. Also maybe their age effects their understanding of the advert, as it is clear that the metaphor of the hedgehogs and fish represent parking, as Volkswagen is a known brand of car; however many of the students realised the advert showed the dangers of parking, but didn’t pick up on the advert specifically trying to promote Volkswagens new feature that in fact reduces the risks of parking.

But what was commonly effective to the audience, was the use of the metaphor to get across the risks of parking. By putting animal’s lives in danger, the risk is exaggerated and the message they are trying to get across is clear. The advert was also humorous to some viewers due to the scenario displayed, and it also made the audience think into the meaning of it – which makes it a more rememberable print advertisement. Some viewers however, did not find it humorous, and it made them worried for the lives of the fish – but this too equally still gets across the message DBB are trying to get across.

 The one person who did the audience research who wasn’t a student, and who could in fact afford a car, said the advert was cleverly showing the effects of Volkswagens new feature, however it wouldn’t personally make him buy the product, as he stated he wouldn’t buy a care solely based on just one of its features. But the advert itself did well and worked successfully to many other viewers, and in fact was ranked one of the best print advertisements on Best Ads and featured on many sites for being imaginative.

Relevant issues of representation and relevant legal and/or ethical issues

As the advert features a light hearted and humorous scenario, not much offence can be drawn out from the print. There can also be no comments about it appealing to a particular gender, culture or race, as the colour scheme, metaphor and animals can appeal and be targeted at anyone. However, some people – and in fact someone in my audience research was offended by how the animals are displayed in the print. They complained that they were against goldfish being kept in plastic bags, and argued that it was cruel. This can be seen as unfair – as if kept in the bags long enough, the goldfish get a lack of exercise, and can suffocate in their own faeces.

Although this complaint was made, there was little hype over the matter when the advert was released, and they weren't asked to change the advert in anyway, or take it down by the ASA.

Role of relevant regulatory bodies

DBB is one of many agency’s that is regulated by the ASA which stands for the Advertising Standards Authority - the UK’s independent regulator for advertising across all media.

ASA’s purpose is to make advertisements responsible and their goal is to make sure every ad released in the UK is appropriate and responsible. They believe that by making sure every advert is appropriate, they will improve the lives of advertises and society.

What they do to regulate the advertisements, is act upon complaints received, and constantly check the media for misleading, harmful or offensive advertisements, direct marketing and sales promotions. If they decide the advertisement breaches the UK Advertising Codes, they withdraw or amend the advert, and the advertiser is told to never repeat their approach again.

For TV and radio advertisments, ASA pre-clear them before they are broadcasted, however, due to there being millions of non-broadcasted advertisements (including prints) published yearly, it would be impossible to pre-clear all of them.

Statistics about ASA:

-         There are more than 30 million press advertisements and 100 million pieces of direct marketing released a year

-         In 2012 they considered 31,298 complains about 18,990 cases, and their work led to 3,700 advertisements being changed or withdrawn