Asa Marketing Research

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With the use of examples review current advertisements banned by the ASA. Critically analyse the rules imposed by the ASA, are they reflective of public demand.

ASA are the UK’s independent regulator of advertising in all media. They ensure that the ads being produced are legal, decent, honest and truthful by using the advertising codes and by seeing if the ads meet their regulations.

Referring to the L’Oreal foundation make up advertisement, ASA decided that it was socially responsible for them to ban this ad as it was claimed to be misleading and dishonest. Many argued that L’Oreal used the tool of airbrushing in their images of Christy Turlington and Julia Roberts to enhance the perfection of their foundation cosmetic. However, L’Oreal did own up to the claim and admitted that within their Maybelline ad they did utilise the use of ‘post production techniques’, but they justified themselves by adding that the reason for using the tool of airbrushing was to ‘accurately illustrate the results’ This can have a huge impact on public demand, consumers are technically buying a product that doesn’t work the way it portrays in its ad, if the foundation products worked the way Maybelline and Lancôme claimed it did, there would be no need for L’Oreal to edit the images. But does this mean that there will be a fall in demand?

The media has so much power in terms of controlling people, for example, consumers want to have skin like Julia Roberts and Christy Turlington, so they are manipulated into thinking that if they buy this product they can potentially have flawless skin. However this is not the case, a lot of digital work has gone into these ads to manipulate people, but why do consumers still believe in these ads? In terms of the way consumers behave, they like to mimic the behaviour of other people, for instance, celebrities. So when people are falsely manipulated into buying these cosmetics, they are either going to buy this product and test it out for...
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