unit 15 - jess sheridan

–Level 3 Cambridge Introductory Diploma in Media

Unit 15:

Print Based Advertising

St. Andrew’s Catholic School –Jess Sheridan - 1222

Unit 15 Overview

Contents page

Aims and Objectives

This advertising campaign is for the V Festival. It was created to promote and create awareness for the upcoming festival on Saturday 22nd August (Chelmsford) and Sunday 23rd August

(Hylands Par).

It’s advertising a festival for people in their teens or young adults, because it has bright colours and pictures also the

people playing on the poster which attract that type of age range.

It was originally televised by channel 4 from 1997 to 2013, then was showed on MTV from 2014 to 2015.

The "V" represents the Virgin group, with the event being sponsored by virgin media which has increased the sale.

By having the logo on the poster increases brand awareness.

The advertising campaign is aimed to sell and also create more awareness to people who don’t know about it, to get more

people involved on the music festival.

Target Audience

Hartley - According to Hartley my festival would appeal to 16-35 year olds, female and male because of the eclectic genre meaning it has a range of genres therefore would appeal to a range of different audiences.

Katz - According to Katz the target audience would fit into the category ‘Diversion’.

As they are able to escape from everyday life stresses by going to the festival it will ‘inform and educate them’ on up to date music information. Also the target audience will be able to learn new songs and new artists from going to the festival.

Maslow -“Social climbers” and “survivors” – According to Maslow they like expensive things the target audience would fit into the category social climbers and they will like the celebrities and ‘star appeal’ (Richard Dyer) inside the festival.

Socio-economic needs - Also according to socio- economics needs graph the audience would fit in to the categories of C1, C2, D and E.

They would fit into the categories of C1 downwards because with the type of poster this is, it swerves to the younger audience.

Psychographics -According to the Psychographics table the audience would fit into the categories of ‘Explorer’ They would be ‘explorers’ because they will be full of energy and will like difference.

Therefore the different information that will be included on the poster such as new music.

Representation Representation means the action of speaking or acting on behalf of someone or the state of being so represented.

The people at festivals are normally in social groups with the same age and sometimes different genders.

There is normally violence at festivals such as racism also sexism.

They are normally wearing wellies because its muddy and would probably be wearing a raincoat if not they would of brought one with them just incase.

The general stereotypes would be for girls either wearing shorts and a raincoat and a top and also wellies or old trainers, mostly aged around in the teens and young adults.

The boys would be wearing trackies or shorts, not usually wearing jeans because if it rains the jeans get stuck to your legs and would be uncomfortable to be wearing around, so they would want to wear something comfortable throughout the day, or unless they are staying in a tent.

Laura Mulvey - “Male Gaze”

• The theory suggests that the male gaze denies women human identity, relegating them to the status of objects to be admired for physical appearance. The theory suggests woman can more often than not only watch a film from a secondary perspective and only view themselves from a mans perspective Remember the stat from miss representation, only 16% of media creators are female. Laura Mulvey’s Male Gaze theory The “masculinisation” of the viewer

• However the presence of a woman in mainstream texts is something that is vital.

• Often a female character has no real importance herself, it is how she makes the male feel or act that is the has the biggest impact on the male audience.

http://visual-memory.co.uk/daniel/Documents/gaze/gaze09.html

http://visual-memory.co.uk/daniel/Documents/gaze/gaze09.html

Diana Saco – “female gaze”

In this picture it reveals females gazing at men, known as the “female gaze”. Festivals are made up of men and women and there it isn't male or female dominated. Women can gaze at men at the festivals and usually there are many male groups who go to the festival. Furthermore, as Festivals are stereotypically in the summer the weather is usually hot therefore lots of men will have t-shirts off.

JOHN BERGER (1972) "MEN ACT, WOMEN

APPEAR" John Berger’s ideology “men act and women appear” connotes that men stereotypically are represented as masculine and women appear beautiful. At festivals lots of females usually wear heavy make-up on their face, glitter and face accessories such as jewels and gems. Furthermore, females usually have their hair made up as you can see by the pictures below, therefore they appear ‘beautiful’. Men usually appear as if they are masculine and dominant as they go to festivals in gangs and big groups.

MALE GAZE – LAURA MULVEY(1975)

• The theory suggests that the male gaze denies women human identity, relegating them to the status of objects to be admired for physical appearance. The theory suggests woman can more often than not only watch a film from a secondary perspective and only view themselves from a mans perspective Remember the stat from miss representation, only 16% of media creators are female. Laura Mulvey’s Male Gaze theory The “masculinisation” of the viewer.

• However the presence of a woman in mainstream texts is something that is vital.

• Often a female character has no real importance herself, it is how she makes the male feel or act that is the has the biggest impact on the male audience.

https://en.wikipedia.org/wiki/Laura_Mulvey

https://en.wikipedia.org/wiki/Laura_Mulvey

Campaign message

V festival do not have a slogan but they have the Virgin Media advertised on every poster to get the people using virgin media to know about V festival.

V festival have a brand identity to help sell the tickets to a bigger audience. The thing that stands out on the poster are the bright colours and the pictures to catch peoples eye attention.

The red promotion says ‘On sale 6th March’ which tells the audience when the tickets come out.

The USP is the bright colours and also the Virgin Media ‘V’ because people people who are with Virgin Media can sometimes get their tickets earlier then everyone else or a discount on tickets.

Print based advertisements

1. V festival has a an advert

2. Facebook

3. Snapchat

4. Twitter

5. Posters

6. Instagram

Is there any legal information on the advert?

No there is not any legal information on the advert.

https://www.youtube.com/watch?v=gdJ1zLr1LBw

https://www.youtube.com/watch?v=gdJ1zLr1LBw

ETHICAL & LEGAL ISSUES

Copyright is one of the main types of intellectual property. Others include designs, patents and trademarks. Intellectual property allows a person to own things they create in the same way as something physical can be owned. It is the right to prevent others copying or reproducing someone's work.This is relevant to V festival because people might photocopy the logo or the pictures on the posters.

Regulatory bodies

ASA stands for the Advertising Standards Authority it is the self-regulatory organisation of the advertising industry in the United Kingdom.It’s a regulator of all adverts across social media so they act on complaints regularly so they prevent any harmful or miss leading adverts. To make sure everything is ethical and respectful for the audience to view and also no adverts should not be giving false information about what they are selling or promoting or exaggerate claims made.

Method

V Festival is also advertised in Virgin Media, because the V in ‘V festival’ stands for Virgin Media. So it is advertised in that. Also it is advertised with the wrist band they give you because some people wear them after they’vebeen, to show people they’ve been there.

Also celebs go to V Festival and post pictures on Instagram, Facebook and twitter; tagging V festival in it so other fans can notice and go there to see them.

Advertising Standards Authority (ASA)

The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the United Kingdom.

The ASA is a non-statutory organisation and so cannot interpret or enforce legislation.

However, its code of advertising practice broadly reflects legislation in many instances.

Ofcom

Ofcom is data protection of any scams, this is used in V Festival because they will check for any scams to do with the internet/WiFi.

http://www.ofcom.org.uk/about/what-is-ofcom/

http://www.ofcom.org.uk/about/what-is-ofcom/

Audio visual advertisement

https://www.youtube.com/watch?v=Yb3lg5WnrFc

When making a audio visual advert you must have permission to use copyright, I have to make sure I don’t put anything offensive in my advert.

https://www.youtube.com/watch?v=Yb3lg5WnrFc

Aims and Objectives

This advertising campaign is for the V Festival. It was created to promote and create awareness for the

upcoming festival on Saturday 22nd August (Chelmsford) and Sunday 23rd August (Hylands Par).

It’s advertising a festival for people in their teens or young adults, because it has bright colours and

pictures also the people playing on the poster which attract that type of age range.

It was originally televised by channel 4 from 1997 to 2013, then was showed on MTV from 2014 to 2015.

The "V" represents the Virgin group, with the event being sponsored by virgin media which has

increased the sale. By having the logo on the poster increases brand

awareness.

The advertising campaign is aimed to sell and also create more awareness to people who don’t know about it, to get more people involved on the music

festival.

Target Audience

HartleyAccording to Hartley my festival would appeal to 16-35 year olds, female and male

because of the eclectic genre meaning it has a range of genres therefore would appeal to a range of different audiences.

Katz According to Katz the target audience would fit into the category ‘Diversion’.

As they are able to escape from everyday life stresses by going to the festival it will ‘inform and educate them’ on up to date music information. Also the target audience will be able to learn new songs and new artists from going to the festival.

Maslow “Social climbers” and “survivors” – According to Maslow they like expensive things the target audience would fit into the category social climbers and they will like the celebrities and ‘star appeal’ (Richard Dyer) inside the festival.

The females are represented like they don’t have any stress and that they are free. Which links in to the theory that they would be ‘Explorers’ this is because they are driven by change e.g. social media and want to escape from everyday life.

Socio-economic needs Also according to socio- economics needs graph the audience would fit in to the categories of C1, C2, D and E.They would fit into the categories of C1 downwards because with the type of poster this is, it swerves to the younger audience.

Psychographics According to the Psychographics table the audience would fit into the categories of ‘Explorer’ They would be ‘explorers’ because they will be full of energy and will like difference. Therefore the different information that will be included on the poster such as new music.

Representation

Representation means the action of speaking or acting on behalf of someone or the state of being so represented.

The people at festivals are normally in social groups with the same age and sometimes different genders.There is normally violence at festivals such as racism also sexism.They are normally wearing wellies because its muddy and would probably be wearing a raincoat if not they would of brought one with them just incase.

The general stereotypes would be for girls either wearing shorts and a raincoat and a top and also wellies or old trainers, mostly aged around in the teens and young adults. The boys would be wearing trackies or shorts, not usually wearing jeans because if it rains the jeans get stuck to your legs and would be uncomfortable to be wearing around, so they would want to wear something comfortable throughout the day, or unless they are staying in a tent.

Campaign message

V Festival do not have a slogan but they have the Virgin Media advertised on every poster to get the people using virgin media to know about V Festival. The red promotion says ‘Starts 22nd August’ which tells the audience when the Festival will be live on the TV so people can watch from home.

The USP is the bright colours and also the Virgin Media ‘V’ because people people who are with Virgin Media can sometimes get their tickets earlier then everyone else or a discount on tickets.

This video reveals what will be appearing on V festival, to demonstrate the audience what to expect. The bright colour pink stands out and reminds the audience that its live coverage on the 22nd August.Throughout the video of V Festival the teenagers/young adults look happy and enjoying it.

Print based advertisements

Advertisements of V Festival. • V festival has an advert • Facebook • Snapchat • Twitter• Posters • Instagram

Having/following V Fest on all these apps helps you know when the tickets are coming out and also who is playing there. Also they put on twitter when the tickets have sold out.

https://en-gb.facebook.com/vfestival

https://pbs.twimg.com/media/CmG_FcZXIAUAYOK.png

http://assets.vfestival.com/media/filer_public/32/86/32865187-db3a-4b51-ae73-7098e779e66b/instagram_v2_640x360.jpg

https://en-gb.facebook.com/vfestival

https://pbs.twimg.com/media/CmG_FcZXIAUAYOK.png

http://assets.vfestival.com/media/filer_public/32/86/32865187-db3a-4b51-ae73-7098e779e66b/instagram_v2_640x360.jpg

Legal and ethical issues

Copyright is one of the main types of intellectual property. Others include designs, patents and trademarks. Intellectual property allows a person to own things they create in the same way as something physical can be owned. It is the right to prevent others copying or reproducing someone's work.

This is relevant to V festival because people might photocopy the logo or the pictures on the posters.

Regulatory bodies

ASA stands for the Advertising Standards Authority it is the self-regulatory organisation of the advertising industry in the United Kingdom.It’s a regulator of all adverts across social media so they act on complaints regularly so they prevent any harmful or miss leading adverts.

Advertising Standards Authority

(ASA)

The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances.

Ofcom

Ofcom is data protection of any scams, this is used in V Festival because they will check for any scams to do with the internet/WiFi.

Method

V Festival is also advertised in Virgin Media, because the V in ‘V festival’ stands for Virgin Media. So it is advertised in that. Also it is advertised with the wrist band they give you because some people wear them after they’ve been, to show people they’ve been there.

Contents

Advert of Inspiration

This is my advert of inspiration for my poster. I have chosen this one because it has bright colours and stands out to the audience.

Proposals

Font styles

These are my font styles I might be using for my festival.

Chosen font style

• I have chosen this font style because it stands out and is bold to my target audience. Also it is curly and looks jolly and cheerful.

Mind Map

F - festival

Target audience-my festival would appeal to 16-35 year olds, female and male because of the eclectic genre meaning it has a range of genres therefore would appeal to a range of different audiences.

Colour scheme – the colours I will be using are; blue, green, yellow and pink. I have chosen these colours because they are bright and makes my poster/advertisement stand out.

I have named my poster/advertisement ‘F festival’ the ‘F’ stands for fever, this means it has warmth, passion, joy, and thrill in the name ‘fever’.

Slogans:“When words fail, music speaks”“Rock Off and Rave on”“Bring music to life”“Eat.Sleep.Rave.Repeat” “Have music your way”“Music is our middle name”“Making music taste better”“Step into the music”

Frequency of release – I would start with the main headliners first and then what dates they are playing. I will start advertising near the beginning of the year and then carry on every few weeks so people have a few months to decide.

Mood board

Graphic layout

Ffestival

Coverlines

Coverlines

Coverlines

Coverlines

Dates and times

Hand drawn drafts

Logo design

The logo on the left is my logo and the one on the right is my poster of inspiration. They both are similar because I like the way V-Festival made their logo. They both have something which stands out on it. For example; on my logo the colour of it makes it stand out and on the V-Festival poster the ‘V’ is bright red with a white shadow behind it to make it stand out and make the ‘V’ represent Virgin media.

Photo-shoot plan

I have taken pictures of these because it is for my photo-shoot plan and I needed the pictures to put on my advertisement and my poster.

House style

My house style is pink ,blue, yellow and green. I have chosen these colours because they remind me of summer and stand out, also make the poster/advertisement look bright and inviting.

Main Headlines / Artists

I have chosen these artists because they are popular to the target audience I have spoken about for my festival. They are all well known so everyone will know them.

Employees Salary per year

Graphic Designer £19,870

Editor £23,260

Production Editor £22,700

Editorial assistant £18,463

Reporter £21,134

Legal £20,000 - £30,000

Human resources £17,000

Publisher £50,000

TOTAL COST; £192,427

Production Plan (for your chosen magazine)

launch date: 28th July

4 weeks Week beginning: Sunday 2nd July 2017

Sunday 2rd Monday 3th Tuesday 4th Wednesday 5th Thursday 6th Friday 7th Saturday 8th

Decide the deadline for the release.

Decide who will be the main headlines on what days.

Design the layout and announce the first two main headlines.

Send of first advertisement to printing company.

Posters being printed.

Posters are released of the first announcement for two of the headlines.

Complete by: Complete by:10th September

Complete by:2 days time

Complete by:Next day

Complete by:Today

Complete by: Complete by:

n/a

Week beginning: Monday 9th July 2017

Monday 9h Tuesday 10th Wednesday 11Th Thursday 12th Friday 13th Saturday 14th Sunday 15th

Start designing and layout for the first announcement for the last three headlines .

Finalise and start to produce the second poster for the next announcements.

Continuing the production of the posters.

posters are sent to printing and be ready to distributed.


Complete by:Tuesday 15th

September

Complete by:Thursday 17th

September


Complete by:Monday 21st

Complete by: Monday 21st


n/a n/a

Production Plan (for your chosen magazine) launch date: 28th

July

4 weeksWeek beginning: Monday 16th July 2017

Monday 16th Tuesday 17th Wednesday 18th Thursday 19st Friday 20nd Saturday 21rd Sunday 22th

The layout for each performers playing on what dates and where it will be held.


Produce the official poster and be ready to send off to printing.






Complete by:Monday 29th


n/a n/a


Monday 23th Tuesday 24th Wednesday 25th Thursday 26th Friday 27th Saturday 28th Sunday 29th

Final checks and sent off to the printing team. Audio visual advert released.


posters being printed


Posters being printed

Release the final poster advert with the completed and official acts and what days they're playing.

Complete by:30th

Complete by:Thursday 2nd


Complete by:Friday 3rd

Complete by:Today


n/a

Location Recce


Copy right issues – Copyright means you have to ask for permission to use their

work. This can be shown on a photo or written work. This means I will have copyright

on my work so then people will have to email me and ask for permission to use my

work.

© will be located above my barcode so when the readers are reading the price of

the poster they will see that it has the copy right symbol on it.

Data protection act - Data protection act means setting up rules that people have to

follow by having Information Commissioner to enforce the rules.

Intellectual property - Intellectual property refers to creations of the mind, such as

inventions; literary and artistic works; designs; and symbols, names and images

used in commerce.

Source: https://www.ukdataservice.ac.uk/manage-data/legal-ethical

https://www.ukdataservice.ac.uk/manage-data/legal-ethical

Audio Visual Advertisement

If I was to create a visual advertisement for my upcoming festival, I would include all of the main headlines; for example, Beyoncé, The script, Justin Bieber and DJ EZ. My target audience is 16-35 year olds, female and male because of the eclectic genre meaning it has a range of genres therefore would appeal to a range of different audiences. Having these artists play at my festival will help promote my target audience.

Conclusion

• In this L0 I have looked at legal and ethical issues and also audio visual advertisement. This helped me know about the copy right issues when making a poster/advertisement.

Pre-Production Materials

Final Idea-

According to Hartley my festival would appeal to 16-35 year olds, female and male because of the eclectic genre meaning it has a range of genres therefore would appeal to a range of different audiences. Also according to socio- economics needs graph the audience would fit in to the categories of C1, C2, D and E. They would fit into the categories of C1 downwards because with the type of poster this is, it swerves to the younger audience. According to the Psychographics table the audience would fit into the categories of ‘Explorer’ They would be ‘explorers’ because they will be full of energy and will like difference. Therefore the different information that will be included on the poster such as new music.

My house style is pink ,blue, yellow and green. I have chosen these colours because they remind me of summer and stand out, also make the poster/advertisement look bright and inviting.

Pre-Production Materials (continued)

Proposals

Risk Assessment

Location Recce

Employees Salary per year


Editor £23,260

Production Editor £22,700

Editorial assistant £18,463

Reporter £21,134

Legal £20,000 - £30,000

Human resources £17,000

Publisher £50,000

TOTAL COST; £192,427














Complete by:Today


n/a









September


September





n/a n/a


July













n/a n/a









Complete by:30th




Complete by:Today


n/a

• HP Stream 11-r001na Laptop 32GB (Violet Purple)

• £159.00 x 1 = £1591 poster costs £17I am going to print 1,000 posters out £17 (per 10 units) x 1,000 = £100


Interim £1,655

http://www.alocalprinter.co.uk/a4-and-a3-posters

http://www.alocalprinter.co.uk/a4-and-a3-posters

Conclusion

• In this L0 I have spoken about my production plan which I have made to show how I made my poster/advertisement I have also included proposals because It is a document with what my advertisement/poster is about and has the target audience on and colour scheme.

Mind Map - Pre-Production

Materials

F - festival

Target audience-my festival would appeal to 16-35 year olds, female and male because of the eclectic genre meaning it has a range of genres therefore would appeal to a range of different audiences.

Colour scheme – the colours I will be using are; blue, green, yellow and pink. I have chosen these colours because they are bright and makes my poster/advertisement stand out.

I have named my poster/advertisement ‘F festival’ the ‘F’ stands for fever, this means it has warmth, passion, joy, and thrill in the name ‘fever’.

Slogans:“When words fail, music speaks”“Rock Off and Rave on”“Bring music to life”“Eat.Sleep.Rave.Repeat” “Have music your way”“Music is our middle name”“Making music taste better”“Step into the music”

Frequency of release – I would start with the main headliners first and then what dates they are playing. I will start advertising near the beginning of the year and then carry on every few weeks so people have a few months to decide.

Pre-Production materials - Proposals

Proposals -Pre-Production

materials





work.







used in commerce.



Environment of Presentation

This is the environment I have presented my

work to and the desks and computers is

where everyone was sitting to see my work

being presented. Also the projector was being

used to project my work onto the screen so its

big and clear for everyone to see. The clicker

was used to change slide easily and with no

fuss. Also it has a laser on the end of it so I

pointed out what was important in my

presentation.

FEEDBACK OF PITCH – FESTIVALQUESTIONAIRE

This graph shows there are more female than males agreeing to fill this questionnaire out. This connotes that female readers are more likely to be concerned about the poster than male readers would be this shows that females prefer to be at a festival than males.

This question reveals that there are more old teenagers who filled this out than older adults.

This could mean that I am better placed to target teenagers and young adults as I myself fit in to that demographic. This would mean that my own interests are more likely to mirror the interests of my potential target audience as opposed to trying to research and include the interests of an older adult target audience.

FEEDBACK OF PITCH - FESTIVALQUESTIONAIRE

This question shows that the indie genre seems to be mostly popular so this would seem a good place to start when deciding on the chosen artists to put on my poster. However pop, rock and R&B are also popular genres and perhaps more in the media eye than indie music would be as this tends to be less reported on and more of a niche market.

FEEDBACK OF PITCH - FESTIVAL QUESTIONAIRE

This question is who are your

favourite music artists? I asked this

question because I wanted to know

who everyone's favourites are so I

can put them into my poster and

then it would appeal to everyone.

Obviously I will now need to consider

popular artists within the chosen

genre of the festival poster..

FEEDBACK OF PITCH - FESTIVAL

QUESTIONAIRE

• PowerPoint

• Prezi – I Uploaded my PowerPoint to Prezi

• Work document – I had all my proposals on there. And my production plan

• Internet – I had to search survey monkey up on there and use N.craftswordpress for some useful help/tips.

• Public drive – I used the public drive to check my whiteness statements and use it for example help.

• Paper & pens – I used paper and pens to draw my hand drawn drafts out.

Materials used for Presentation

Feedback – Witness Statement


These are the feedback comments I got given back when I finished my presentation. This helps me know what I need to re-do and what things I have done well in.

My pitch

Me presenting my pitch to everyone. Based on verbal feedback from everyone I understood what I had to improve on my pitch. Once I completed my pitch I was given a witness statement from the head publisher which helped me also improve on my pitch.

Final Graphic layout

Ffestival

Coverlines

Coverlines

Coverlines

Coverlines

Dates and times

This is my final graphic layout which I have kept colourful and bright to catch the target audiences attention.

Hand drawn drafts

Photo-shoot plan

I have taken pictures of these because it is for my photo-shoot plan and I needed the pictures to put on my advertisement and my poster.














Complete by:Today


n/a









September


September





n/a n/a


July













n/a n/a









Complete by:30th




Complete by:Today


n/a

Spending power – Pitch

improvements

Here is evidence of me taking on board the improvements I was given, one of them was the I didn’t include the ‘spending power’ for my poster.

I have looked through the corrections, and made sure that I have completed them, and here is evidence of that:

Corrections completed.

Font styles – Pitch improvements

Here is evidence of me taking on board the improvements I was given, one of them was the I didn’t include the ‘font styles’ for my poster.

I have looked through the corrections, and made sure that I have completed them, and here is evidence of that:

Corrections completed.





work.







used in commerce.



Safe working practices-Risk Assessment

ETHICAL & LEGAL ISSUES – pitch

improvements Copy right issues – Copyright means you have to ask for permission to use their



work.







used in commerce.



Safe working practices-Location Recce

Final Advertisement/Poster

Conclusion

• In this L0 I have created a poster print advertisement and I have made safe working practices. I have also added my production plan which I made to show all the stages of the making of the poster/advertisement.

unit 15 - jess sheridan

Education