LO3: Evaluate how the created materials meet the technical and aesthetic requirements of the client’s brief.

My brief stated that the video advert for DSA should follow a serious tone in order to shock the audience as well as following an environmental theme. I believe the video advert I created meets the requirements of the clients brief well as it features black and white footage of things that could be considered damaging to the environment with sombre background music to add to the serious tone. The brief also stated that the footage used in the advert should emphasise how environmentally friendly the houses that DSA designs are. In my advert, I showed the "living roof" at the Highfield property and the natural materials used at the Stone Hill property so I would argue that I have met these requirements well.

The brief also stated that the graphic images and print based advert should follow a similar theme, further emphasising how environmentally. For the print based adverts, I used large images similar to the ones used in the video advert that show the "living roof" at the Highfield property and the natural materials used at the Stone Hill property.

Overall I would say that the materials I have created meet the technical and aesthetic requirements of my clients brief as the content promotes the architecture produced by DSA while focusing on the contemporary and environmentally friendly aspects. I also used a serious issue for maximum impact, as stated in the brief.

LO3: Explain how the adverts meet the codes and conventions of the ASA & Ofcom

Compliance

The ASA states that the central principle for all marketing communications is that they should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code. I believe that I have met this code as I have not included any false information in any of my adverts

Recognition of Marketing Communications

The ASA states that: 

• Marketing communications must be obviously identifiable as such
• Unsolicited e-mail marketing communications must be obviously identifiable as marketing communications without the need to open them
• Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.
• Marketers and publishers must make clear that advertorials are marketing communications; for example, by heading them "advertisement feature".

I am not responsible for the publishing or marketing of the adverts I have created. This is the responsibility of Design Space Architects™. Therefore this convention is not relevant to me.

Misleading Advertising

The ASA states that:

• Marketing communications must not materially mislead or be likely to do so.
• Obvious exaggerations ("puffery") and claims that the average consumer who sees the marketing communication is unlikely to take literally are allowed provided they do not materially mislead.
• Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
• Marketing communications must not materially mislead by omitting the identity of the marketer.
• Subjective claims must not mislead the consumer; marketing communications must not imply that expressions of opinion are objective claims.

I believe that I have met this code as the advertising material I have produced is not likely to mislead anyone. To avoid any confusion I have not exaggerated any claims throughout my advertising.

Privacy

The ASA states that Individuals should be protected from unwarranted infringements of privacy. I believe I have met this regulation as I have not taken pictures of anyones property without their permission. When taking pictures of the inside of peoples properties I have tried to remove as many personal possessions from the view of the camera as possible so as not to intrude on their private life and I have not taken pictures in anywhere that a normal house guest wouldn't go (e.g. bedrooms).

LO3: Media components for planned campaign

Video Advert

https://www.youtube.com/watch?v=zx3tRkJwSik

Print based adverts

03/04/17

Today I have finished re-editing the images I am using for my video advert. I have also created my own backing track for half of my advert.

LO2: Legal & Ethical Constraints

As my advertising material doesn't feature any images of people, the number of legal and ethical issues that I have to take into account is drastically reduced. I gained permission from the owners of the properties I took pictures of to let me take picture both inside and outside of their houses. Almost all footage and images used in my advertising campaign where taken by myself; I ensured footage that I sourced from elsewhere was copyright free. All music used in my video advert was copyright free and I gained permission from my voice actor to use their voice in my advert. 

LO2: Evidence of development of further material