ASA Media Regulation - Advertisement

The Advertising Standards Agency (ASA) regulates the content of advertisements, sales promotions, and direct marketing in the UK” by investigating “complaints made about ads, sales promotions or direct marketing”, and deciding whether such advertising complies with its advertising standards codes.

During the trend of the global pandemic in 2020, Ryanair Publish a controversial television commercial announcing holiday fare deals with the slogan "Jab and Go!". The advertisement received 2,371 complaints. The British public felt that the ad belittled ongoing restrictions and the impact of the pandemic on society and individuals, which was misleading and socially irresponsible.

The decision by the Advertising Standards Authority (ASA) to ban the adverts, which have turned the adverts campaign become the third most denounced campaign of all time. The ad campaign, which featured a vial labeled "vaccine" and a syringe, encouraged people to bid in sunny European destinations such as Spain and Greece because "you just Jab and Go.".

Launched on the day, the ad reads "Covid vaccine is coming, so book your Easter and summer vacations today with Ryanair". The ads show groups of people from their 20s to 30s engaging in activities such as jumping in a pool and being served in a restaurant, without social distancing or the use of face coverings.

Magazine Analysis

 

Masthead

Masthead is generally situated on top of a magazine and includes the name of the magazine, editor, writer, and owner. In this magazine, the name of the magazine is in front of the model which shows that the main focus is the branding of the magazine.

Cover Lines

Cover lines also known as 'puffs' attracts the reader and encourage them to read more about the content of the magazine and what kind of tips and trick on fashion the magazine has for readers. The color of the cover line is the same as the main cover line but the font is smaller to make the main cover stand out.

Image

The model is making eye contact with the camera giving the audience a direct mode of address. The model's facial expression is quite masculine which subverts the stereotypes of how females would usually pose for a picture. This can also imply that she is confident in the way she looks and give the message to the reader that the reader should also be confident and feel great about their fashion style. This is also a genre convection of fashion.

Layout

The main image is placed at the center. The masthead is at the top of the magazine in other for audience to recognize what the magazine is called. Also masthead is normally placed at the top of covers fashion magazine. E.G