During that time, students will be charged with developing expertise in an area of particular interest to them, ranging from professional roles and responsibilities to media and entertainment industries, product categories, and social issues.
An example of the creative ads, involving food references.
Finishing a semester long research study comes with so many things to look back on!
As a recap, my United States findings showed how lax the legal restrictions are when dealing with advertising. I heard from advertising professionals, Phil Johnston and Fran Collins, about puffery: how many advertisements get around these restrictions. I also heard from a Craig Decker, a restaurant owner, and how he uses advertising to cut through the fast food market.
While being in London, I found many differences. First and foremost the legal system is EXTREMELYproactive when it comes to advertising. While visiting the Department For Business, Innovation and Skills, I spoke with Tim Lloyd, who elaborated on this process. Instead of taking years to take down an advertisement (like the U.S.), he said in the United Kingdom, the government is with the advertiser during every step of the way. Many companies even have its own legal team to make sure the ad is truthful and executed correctly. Like the United States has the FTC and CSPI, the U.K. also has the ASA, Advertising Standards Authority, which regulates advertising across all media. (continue reading...)
A still from Mariachi Doritos, an ad only ran in the U.K.
It has taken four months, roughly one hundred emails and too many horrible puns, but I’m proud to say that I have made my global comparison of humor in advertising between the U.S. and U.K. What I’ve found has been somewhat surprising and the insights that I have gathered will be very helpful in my professional career.
In summing up my final key findings, I must start by saying that there certainly seem to be more similarities than differences when it comes to the process of creating advertisements with humorous content. Initially, I assumed there would be more differences. Why else would we run different ads for equivalent brands and products?
I’ve found by talking to both U.S. and U.K. advertising practitioners that it is not so much the process or even the humor itself, but the culture and the audience that each individual brand is dealing with. Most comedic campaigns that are successful reflect a specific culture in some way. (continue reading...)