28.1 ASA

About ASA

When was the ASA established?

The ASA, the independent UK advertising watchdog, was established in 1962 by the advertising industry in order to adjudicate on complaints about non-broadcast advertising.
In November 2004, the communications regulator, Ofcom, contracted out day-to-day responsibility for regulating TV and radio ads to the ASA. This created the one-stop shop giving the public and advertisers, for the first time, a single regulator for advertising.
More information can be found in history of regulation.

What are the ASA’s responsibilities?

The ASA is responsible for regulating the content of advertisements, sales promotions and direct marketing in the UK. We make sure advertising standards are kept high by administering the Advertising Codes.
The ASA responds to concerns from members of the public and industry about advertisements that may be misleading, harmful or offensive.
We also conduct pro-active surveys of sensitive sectors to monitor compliance rates with the Codes and to act as a deterrent to bad practice and an encouragement to good practice.
By independently administering the Advertising Codes we aim to maintain consumer trust in advertising and a level-playing field amongst business.

What do the Codes cover?

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) applies to advertisements across media including newspapers, magazines, billboards, posters, leaflets, mailings, e-mails, texts and on UK based company websites.
The UK Code of Broadcast Advertising (BCAP Code) applies to the content and scheduling of television and radio advertisements (including teleshopping). It also covers programme sponsorship credits on radio and television services but complaints about these are handled by Ofcom.
Find out more in what we cover.

Who writes the Codes?

The Advertising Codes are written, revised and enforced by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).
CAP and BCAP’s membership comprises organisations that represent advertisers, agencies, media space owners, direct marketers and broadcasters.

Who are ASA Council?

ASA Council is the body that adjudicates on complaints about advertisements. They make the final decision on whether ads breach the Codes.
ASA Council is made up of 13 people, appointed by the ASA Chairman, Lord (Chris) Smith, with two-thirds of the members independent of the advertising industry. The industry members bring valuable experience and knowledge of advertising to the table but cannot comment on cases where they have a conflict of interest.
ASA Council members serve three-year terms for a maximum of six years. They are appointed following public advertisement.

What are the ASA’s powers?

Our primary sanction is to have advertisements that we judge to be in breach of the Codes withdrawn and prevent them from appearing again. In the vast majority of cases advertisers agree to withdraw their ads following an upheld ASA ruling.
Rulings about TV and radio ads are followed immediately under the broadcasters’ licences.
For non-broadcast advertising, on the rare occasions that an advertiser refuses to comply with an ASA ruling CAP can impose further sanctions to bring to bring them into line.
The ASA is a non-statutory body so we do not have the power to fine or take advertisers to court.

Who can fine or take legal action against advertisers?

In exceptional circumstances where an advertiser has so seriously or repeatedly breached the Codes for misleading advertising or a broadcaster continues to run problem ads then the ASA can refer to its legal backstops.
The Office of Fair Trading (OFT) is the ASA’s legal backstop for non-broadcast advertising and can initiate statutory interventions against advertisers that fail to co-operate with the self-regulatory system.
Ofcom is the ASA’s co-regulatory partner for broadcast ads and the ASA can refer problem broadcasters to them for consideration of sanctions including fines and revoking licences.

What do we regulate online?

The non-broadcast CAP Code applies to advertising online in paid-space such as pop-up and banner ads, virals and paid-search as well as sales promotions wherever they appear.
It also applies to advertising in non-paid space on UK based company websites and in other third party space under their control such as social networking sites like Facebook and Twitter.

How is the ASA funded?

The system is funded by a levy on advertising spend. This is collected at arms-length on behalf of the ASA by two bodies: the Advertising Standards Board of Finance (Asbof) and the Broadcast Advertising Standards Board of Finance (Basbof).
The levy is set at 0.1% of advertising space costs and 0.2% of Mailsort contracts.
The levy is collected at arms-length to maintain the independence of the system. It ensures that the system is properly funded, whilst ensuring that ASA decisions are not influenced by those who may or may not be funding the system.

What is the role of Government in ad regulation and how do other statutory regulators fit in?

The ASA is independent of Government. But the Advertising Codes are underpinned by consumer protection legislation and reflect UK and EU law so any decisions we make reflect this.
CAP and BCAP maintain an open dialogue with Government about its views on advertising and the principles of good regulation.
The ASA has a co-regulatory partnership with Ofcom for TV and radio advertising. BCAP is responsible for writing and maintaining the UK Code of Broadcast Advertising, but any major changes to the rules must be approved by Ofcom.
The ASA has a close relationship with the Office of Fair Trading (OFT), which serves as our legal backstop power for misleading non-broadcast ads.
We work with statutory sector regulators in areas where there is, or might be, regulatory overlap. Such bodies include the Financial Services Authority, the Food Standards Agency, the Gambling Commission and the Medicines and Healthcare products Regulatory Agency.

General enquiries

Can I lodge my support for an advertisement that you are investigating?

There is no mechanism for registering your support for an ad that the ASA is investigating. The ASA responds to complaints from members of the public or industry about ads that they believe are misleading, harmful or offensive. It is our role to establish whether an ad is in breach of the Codes not to monitor levels of public support for an ad.

Can I object to an ASA adjudication?

You can send us your comments about our rulings: we always welcome the feedback we receive.
However, if you are not party to the original case, i.e. if you are not the advertiser or a complainant, then the ASA cannot enter into extensive correspondence with you about an individual investigation. Our rulings put on the public record, in full, the details of how and why we reached our decision. Objecting to an ASA ruling will not change the decision.

How can the ASA ban an ad after only one complaint?

The ASA does not play a numbers game. If an ad is found in breach of the rules it is in breach irrespective of how many people have complained about it.
It can take just one complaint for the ASA to launch an investigation, the result of which can be that an ad has to be withdrawn. The ASA considers the validity of the complaint and measures the ad against the Codes when assessing whether an ad is likely to be misleading, harmful or offensive.

Can the ASA look into my complaint if I find an ad irritating?

Although some people do not like certain advertisements purely because they find them irritating, it does not provide strong enough grounds to ban an ad. Therefore, the ASA cannot look into complaints on that basis.

treatment format 28

Programme Title:
(Young Creative Chevrolet)

Producer and Director:
Keifer Hutchinson
Duration:
30-60 seconds

Audience:
My target audience for the video is the people who don't know much about football as this advert will show you the basics of the footballing rules such as throw ins, passing, shooting & set pieces  also i aim this advert toward people who like cars

What the videos is about?
The video is a promotional advert for Young Creative Chevrolet which will have a footballer showing the different action you do within a football game i will have a professional football player demonstrating thiese skills.

Shooting Days:
I’m filming on the 17th of April 2013 in Derby.

35.3

Risk Assessment Pictures 35.4

35.4

Hidden behind the Guildhall is one of Derby's greatest treasures: Derby Market Hall. Come inside and see a wealth of unusual, classic and traditional stalls, shops and cafe bars. If you have never been or have not been for a long time there has never been a better time to take another look. Derby Market hall is a purpose built Victorian market. It has approx 17,632sq.ft of sales space, and aprox 144 stalls get out in a grid format. A variety of goods are sold, both food & non food products.

Opening Hours:

• Mon
  07:30 - 17:00
• Tue
  07:30 - 17:00
• Wed
  07:30 - 17:00
• Thu
  07:30 - 17:00
• Fri
  07:30 - 17:00
• Sat
  07:30 - 17:00
• Sun
  Closed
   
   
  
  
  Here is a map of the city which includes the place where we are going to hold our exhibition (derby Market Hall)
   http://www.derbycathedralquarter.co.uk/location.aspx

16.1 history of editing UPDATED

Film editing is part of the process of film making.
This is made up of raw footage that are combined together to create a sequence of moving images.

Before people edited using computers they had a different techniques of how to edit there work by physically cutting the film and pasting it together this was done using a slicer and then threading the piece of film in to a machine which then would be projected onto a screen.

The first film company was owned by a man called Thomas Edison, even though he didn't have a direct role with the film editing he hired an assistant named William Kennedy Dickson who helped to develop the company.

Georges Melies was a french illusionist & also a film maker who is known for the use of special effects when he accidentally used the stop trick in 1896,which makes the actor look as if they had vanish from shot and then instantly appears within shot  he was also one of the first filmmakers to ever use various exposures,time-lapse photography & dissolves within his work

In camera editing is where the cameraman will film and cut exactly where he wants the shot with no extra space between the footage this takes a lot more planning than if you was to edit it digitally on the computer but this is a cheaper way to produce a film if your on a budget and dont want to pay big money for editing software.

There are many techniques used during the editing process all just depending on what the editor prefer to do within his own work such as;

Cross cutting- cross cutting is part of a editing technique this is when the camera will cuta way put will be in two different locations but at the same time.

Cutaway shot -  A cutaway shot is when the there is a piece of footage away from the action that the camera will focus on, this sometimes will set the scene so it give you a feel to how it feels

180-degree rule- the 180 degree rule is very important when it comes to film making this is when you have an imaginary line straight down the centre of the location which you are filming in this is so that when two or more people are have a conversation and the camera goes past the imaginary line then when it comes to the edit it will look like they are both facing different ways

There are plenty of different types of shots used within film heres a list of the different styles;

• Birds Eye Shot
• Birds-Eye View
• Low Shot
• High Shot
• Mid Shot
• Point of View Shot
• High Angle Shot
• Establishing Shot
• Close up
• Dutch Angle
• Two Shot
• Over The Shoulder Shot

 Continuity is a term used to say the collection of shots should be edited in a continuos order , this is because when filming 1 shot with different angles you will need everything to be in the same place so that the footage is one continuous flow without continuity the film will have a lot of mistakes & would not be professional  


The 180 degree rule is used within film this is and imaginary line which keeps the camera on one side of the room so that when you switch angles the people will still be facing the same way & not look like they switch from left side of the screen to the right this would make it look asif they are talking to themselves

Script writing..

This month i wrote out my script for my short film. i have currently been looking for locations & actors that would fit the part for my film, this is a crucial part because if the scenes & actors are not correct the film could go wrong as the actors might not be playing the part as i wanted. I have found my actors for my film i think they are the correct people for the part, they are my friend & cousin they both know each other personally too so this will give the film a more natural look as they will be comfortable working around each other. Next month i plan to arrange days to film. This month i had asked my actors when they are both free and it was arranged to film on the 19th of this month,

35.3

HERE IS MY FINAL PIECE!

EVALUATION FOR SHORT FILM UNFINISHED

We was given an assignment brief to make a short film, i had decided to work on my own so i could see what level my own skills are. first i had to think of what my film was going to be based on, The aim behind my film was to put a strong message across,from which the film industry don't really want to show, but at this time i was not sure of what this message would be, so to give me these ideas i went on youtube to look at anti crime messages as i think this is a subject that needs to be broadcasted more. i then came across this video http://www.youtube.com/watch?v=zyYGyh2KMNI and this had made up my mind on what i was going to have my film based on. Then i started to write out a rough version of my script, i didnt want too much dialogue in my film i wanted to show the meaning through actions i think this would give it a more powerful effect. When it came too booking out a camera, college didn't want to let me use the equipment so i had ask a friend if he could help out with his camera which was a Canon 550D, this was perfect for what i was trying to do. on the day of filming i had to change the location due to not having transport to get to the original location but i worked around this and found a more natural location for the scene to take place i only needed one area as this was a short film which needed 3 different location backdrops through out the whole film. We was limited to 2hours of filming as the actors where only available for a short period as the original actors did not turn up so this was a very quick project.

Unit 35.2

IDEAS
I’m going to get footage based on them topics off different website within copy right laws. Need to speak to the artist to see what time they can film and I want to book the college studio to do my filming in because they've got the lights I need in there.


My idea for this would be for me to go around my city (Derby) & search for some neglected buildings that have closed down & make a production out of these cutaway shot after i have done that i plan to add an artist who will write lyrics on the following subjects of Factory Liquidation, Poverty,The people of today

As music is one of my strong points i plan to make a video in the style of a music video, with the one shot of the artist followed by cutaway shots of building that have been abandoned, i feel this will get a more deeper feeling towards my video.

HAIKU VIDEO

35.1

Urbanbugs / Intro-Trailer from Aykut Alp Ersoy on Vimeo.

Use of technology and techniques

The way the footage it chopped up keeps the viewers interested in whats going on along with the music used in this piece i think it goes well as its keeping you on edge for whats going to happen, then ending it with a few interviews of whats going on

Narrative format

within the first piece there is no narrative it is just random clips of whats within this piece

Style

This video cuts from fast shot to slow shots which i think is a good effect and am going to use it in my work

Audience

i think this video appeals to all ages & anybody who is in to art

Relation to my work

This is going to relate from my work because i am planning to have lots of fast cuts

unit 2.1 report

                                                                   SOCCER
 Past evidence has discoverd the sport football was being played in China during the Han Dynasty era when people where known to dribble football that where made out of the material leather & then kicked them in to the back of small nets.

Football is game made with rules;

Players: soccer is played by two teams preferably equal number. Max players per team is 11 (Goalie + 10 field players).
  
Substitutions: Officially, you are only allowed 3 subs per game, however, depending on modified rules this may be different.

Starting the Game:The game is started at the center of the field. The team who kicks off passes the ball Forward to a teammate at the referees signal. The opposing team is not allowed to enter the center circle until the team kicks off.
 
Game in play:as long the ball stay in the field the game is in play. only exceptions is when the referee blows his whistle for an infraction or offside. The ball is considered in play as long as it is in side the goal and side lines. Furthermore, it's still in play as long as it has contact with the line. Therefore, the ball may be touching the outer part of the goal or side line and still be considered in play (This applies if the ball is in the air as well). contact with the goal post, corner flag, and referee back in the field is still considered in play. The referee is considered a fixture of the field

GOAL: In the basic soccer rules the point of the game is to get the ball in the opposing teams goal and the team with the most goals after the specified time is the winner. The ball must cross the goal line to be a goal.

                                                                    CHEVROLET

  General Motors owns Chevrolet, a great American car manufacturer. W.C. Durant in Detroit, Michigan started the company. The cars produced were first brought out by racecar driver, Louis Chevrolet. He established an automobile for $2150, which were six cylinders and 4.9 litres. The first big car produced on the market was the Baby Grand, which was sold for $875. Electrics were optional on Chevrolets until 1917. With the first real boost in production and innovation cars were sold at a standard price increasing sales to 70,701 from 13,600.


Louis-Joseph Chevrolet (December 25, 1878 – June 6, 1941) was a Swiss-born American race car driver of French descent, founder of the Chevrolet Motor Car Company in 1911 and later, the Frontenac Motor Corporation in 1916 which made racing parts for Ford's Model T