Selling to the Bridget Jones generation

Article Abstract:

The UK advertising industry is working very hard to find out how to appeal to well-educated women aged under 35, many of whom have high salaries and have not yet had children. Advertisers must recognize that confidence and independence are no longer created by external trappings and that young women in modern society are generally optimistic and at ease with themselves. Research indicates that these women do not wish to be sold a lifestyle by a product. For this reason, advertisers must focus on women's attitudes to themselves and their changing role in society.

Beliefs, opinions and attitudes, Young women

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So whose idea was it anyway?

Article Abstract:

There is growing concern that the theft of creative ideas is becoming widespread in advertising. It is becoming very hard to distinguish between an idea itself, on which there is no copyright, and the presentation or execution of an idea, on which there is copyright. Many advertising agencies believe that they can take someone else's idea and avoid flouting copyright legislation by making small changes to it. However, this is in fact not the case. Problems are also created by the fine line between plagiarism and pastiche or homage.

Laws, regulations and rules, Copyright, Copyrights, Advertising law

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It's curtains for the commercial catchphrase

Article Abstract:

There is a clear trend towards very strong visual imagery in advertising in the UK, reflecting wider developments in society as a whole. This has in turn reduced the importance of the advertising slogan, which was once the key element of the advertisement. Some observers feel that advertising now relies too heavily on visual impact and is abandoning core advertising values.

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