Transcript International Journalism Final Project

US & UK
ADVERTISING
By William Englander
DIFFERENCES
United States
United Kingdom
• Hard sell
• Soft sell
• Info on product
• Less information
• More ‘sales-y’
• Viewed more as entertainment
• Black humor
• provocative
IRN-BRU
MOST COMPLAINED ABOUT AD IN UK
DIFFERENT STANDARDS?
• Would those ads fly in the States?
• Difference in what’s acceptable,
not content
WHY THE DIFFERENCES?
• American ads must appeal to a wide audience
• British culture is homogenized
• 90% white
• 98% use the BBC
• Most of the populace can be appealed to
simultaneously
• Advertising rules in Britain force out-of-the-box thinking
• Limited airtime
SO WHAT’S THE TAKEAWAY?
• Anti-commercial in America
• DVR, fast-forwarding
• British have less commercials and enjoy them
• What effect could British practices have in
America?
WORKS CITED
• Edwards, Jim. "Why British Ads Are Better Than American Ones."CBSNews. CBS
Interactive, 15 Mar. 2010. Web. 06 July 2015.
• Nevett, Terence. "Differences between American and British Television Advertising:
Explanations and Implications." Journal of Advertising21.4 (1992): 61-71. Web.
5 July 2015.
• Veltman, Chloe. "British TV Ads Flaunt Their Arty Side." The New York Times. The New
York Times, 13 Mar. 2010. Web. 06 July 2015.
• Nudd, Tim. "British Ad With Mom Showing Off Cleavage to Her Son's Friends
Escapes Censure." AdWeek. Adweek, 10 July 2013. Web. 05 July 2015.
• Hargis, Toni. "British vs. American Ads: Which TV Commercials Make You Blush?" BBC
America. BBC America, 9 Oct. 2013. Web. 05 July 2015.
• "Regulating the Quantity of Advertising on Television." Regulating the Quantity of
Advertising on Television. Ofcom, 15 Dec. 2011. Web. 08 July 2015.