Unit 15- Print Based Advertising

– Level 3 Cambridge Introductory Diploma in Media

Unit 15:

Print Based Advertising

St. Andrew’s Catholic School –

Unit 15 Overview

Contents 6. LO17. Aims and Objectives 8. Aims and Objectives 9. Target Audience 10. Target Audience 11. Target Audience 12. Target Audience 13. Target Audience 14. Target Audience 15. Representation 16. Representation 17. Representation 18. Representation 19. Representation 20. Campaign Message21. Print-based Ads Used in the Campaign and Copyright22. Relevant Legal and Ethical Issues23. Relevant Legal and Ethical Issues24. Relevant Legal and Ethical Issues

25. Relevant Legal and Ethical Issues26. Relevant Legal and Ethical Issues27. Relevant Legal and Ethical Issues28. Relevant Legal and Ethical Issues29. Relevant Legal and Ethical Issues30. Relevant Legal and Ethical Issues31. Regulatory Bodies32. Regulatory Bodies33. Method34. Method 35. Print-based vs. Audio Visual 36. Aims and Objectives37. Aims and Objectives38. Target Audience 39. Target Audience 40. Target Audience41. Target Audience 42. Target Audience

Contents 43. Target Audience44. Representation 45. Representation 46. Representation 47. Representation 48. Representation 49. Campaign Message 50. Print-Based Ads Used in the Campaign and Copyright51. Relevant Legal and Ethical Issues52. Relevant Legal and Ethical Issues53. Relevant Legal and Ethical Issues54. Relevant Legal and Ethical Issues55. Relevant Legal and Ethical Issues56. Relevant Legal and Ethical Issues57. Relevant Legal and Ethical Issues58. Relevant Legal and Ethical Issues59. Regulatory Bodies60. Regulatory Bodies61. Method

62. Method 63. Conclusion64. LO265. Sunset Fest Proposal 66. Spending Power67. Mood Board Poster68. Mood Board Advert 69. Mood Board Conclusion70. Mind Map71. Hand Drawn Drafts Poster 72. Hand Drawn Drafts Advert73. Graphic Layouts 1st Idea74. Graphic Layouts Sunset Fest Advert75. Photo Shoot Plan Poster 76. Print of Inspiration- Analysis 77. Draft Poster Info- Artists I Will Include78. Select fonts/ graphics/ colors79. Campaign Message

Contents 80. House Style- Sunset Fest81. Finalize Style82. Draft Logo Design 83. Production Plan84. Production Plan85. Production Plan86. Production Plan87. Key Dates88. Location for Poster 89. Budget Summary- Cost of Poster Printing90. Budget for Advert91. Equipment 92. Staff93. Layout 94. Location Recce95. Risk Assessment96. Model Release Form97. Legal and Ethical 98. Proof-reading/ Sub-editing99. Conclusion

100. LO3101. Hand Drawn Draft Poster 102. Hand Drawn Draft Advert 103. Graphic Layouts Poster 104. Graphic Layouts Advert105. Mind Map106. Campaign Message107. Photo Shoot Plan108. House Style 109. Select fonts/ graphics/ colors 110. Finalize Style 111. Proof-reading/ Sub-editing 112. Production Plan113. Production Plan114. Production Plan115. Production Plan116. Budget Summary- Cost of Poster Printing 117. Risk Assessment

Contents 118.Location Recce119.Budget for Advert 120.Equipment121.Staff122.Print-based Advert- Step-by-

Step123.Print-based Advert- Step-by-

Step124.Conclusion 125.LO4126.My Pitch127.Conclusion

128.LO5129.Survey Monkey Feedback130.Survey Monkey Feedback131.Witness Statement 132.Witness Statement- Client Likes

and Dislikes 133.Improved Print-based Advert 134.Safe Working Practices 135.Does It Meet Legal and Ethical

Standards? 136.Conclusion

A) Aims and Objectives The advert I have chosen is for the V Festival. This advert is promoting awareness of the festival, taking place on Saturday 22nd August (Weston Park) and Sunday 23rd August (Highlands Park). This campaign is promoting what pop artists will be performing, with the biggest names being the biggest stars, creating star appeal (Richard Dyer) and making the festival more popular. Star Appeal also increases sales, as more people will want to buy tickets to see those who’re most famous.

When visiting vfestival.com, there is a lot of information about travel and the event its self, but there's also a gallery where people have uploaded their own selfies and have created a trend for the festival, using the hash tags ‘vfestival’ and ‘selfV’, increasing brand awareness (also increased by the sponsorship of Virgin Media).

The festival poster has used a variety of clip art figures, people and objects to draw attention to the target audience and persuade them that the festival will be really fun, therefore convincing that the vfestival is the place to be this summer.

A) Aims and Objectivesa) Sponsorship The “V” in “Festival” stands for Virgin Media, who is sponsoring the festival event (and has been for the past 8 years). Adverts are broadcasted on Channel 4 as well as ITV2 and E4, where there are opportunities to win tickets to this sold-out festival. The point of these adverts are to bring awareness to the festival to make as many people buy tickets as possible. This has evidently worked because the festival has sold-out.

http://www.vfestival.com/attractions/virgin-media/

http://about.virginmedia.com/press-release/8572/live-ad-campaign-to-giveaway-last-virgin-media-v-festival-tickets






B) Target Audience

• Maslow– This audio visual would be categorized under

“Love and Belongingness needs”, “Esteem Needs” and “Self-actualization needs”, as this festival can bring friends and family closer together, it can allow people to gain respect, independence and achievement (keeping up with the music trends and gaining independence from being out with friends) and finally can gain self-fulfillment and great experiences.

http://www.simplypsychology.org/maslow.html



B) Target Audience

• Katz– The audience will be able to identify famous role

models who’re playing and aspire to be someone else, as well as be entertained because the festival will be very enjoyable and give a sense of escapism by not having to worry about anything else outside of the festival and finally social interaction because the audience can share moments together over social media, mainly by using hash tags as well as commenting on the artists who play.

http://www.slideshare.net/zlorhenley/uses-and-gratifications-theory-6933502



B) Target Audience

• Hartley – Age: 14- 22– Gender: Male or Female, as the festival is generalized to

attract more of a variety in the audience so more people can enjoy it.

– Class: typically any class apart from upper class, as they will not want to camp and share tents with other people, lower class providing they can afford it.

– Ethnicity: Doesn’t matter, again because the festival is fairly generalized, also because anyone of any ethnicity can like pop, rock or indie music.

http://www.slideshare.net/MissMoore866/media-theory-audience-representation-narrative-genre



B) Target Audience

• Psychographics– Aspirers as these audiences seek status, and by going to

a fun festival and following the trends then their status will rise.

– Explorers as these audiences seek adventure and fun experiences and have a lot of energy, in which a festival would be perfect.

– Strugglers as this audience seeks escape and most of the time buy alcohol and junk food (typically in the D or E demographic) so by contributing to a festival they can seek escape.

B) Target Audience • Socio-Economic needs: – This audience ranges from C2 to E, as these groups

may be less skilled and younger so don’t have very many time-consuming jobs or careers, also because groups about C2 are upper class, who wouldn’t necessarily like festivals and pop, rock or indie music (most likely more classical and jazz).

https://ncrafts.wordpress.com/ctec-level-3-introductory-diploma-in-media-candidates/unit-30-uk-media-publishing/




B) Target Audience

• Pass-along audience– This audience don’t actually buy magazines or newspapers,

the papers are passed along to them from the original buyer (once they have finished reading it themselves).

– Pass-along readers actually take up a high proportion of the readership.

– This relates to me topic as once a friend has seen the poster for the festival (and knows everything about the festival), they then pass on the poster to a friend who reads it, who may then pass it to another friend and so on.

http://dictionary.cambridge.org/dictionary/english/pass-along-reader



C) Representation

• Media representations are the ways that the media displays certain groups, communities, experiences, ideas, or topics from a particular ideological or value perspective.

www.tc.umn.edu/~rbeach/teachingmedia/module5/2.htm

http://www.tc.umn.edu/~rbeach/teachingmedia/module5/2.htm




C) Representation

• Laura Mulvey- “Male Gaze”– Laura Mulvey believes that audiences (especially

in film) have to see female characters for a male’s perspective, which tends to be:

http://www.slideshare.net/fleckneymike/the-male-gaze-laura-mulvey

This does not relate to the Vfestival poster because “Male Gaze” is normally aimed at festivals which is more male based, for example EDM or Dance music festivals. The Vfestival is more Pop music based, so this would not be suitable. Especially when there are young female teens (For example 14 –year-old girls with their mum) attending the festival.



C) Representation

• Diana Saco- “Female Gaze”– Diana Saco states that women ‘fetishize’ over

things such us power, capability and virility (strength or force). It is said that women can use men as a way to motivate them (and the other way round for men- refer back to “male gaze”).

– This could possibly be more suitable for the Vfestival as typically more girls/ women attend pop music festivals (for example attractive artists like Justin Beiber would use “Female gaze”).

http://www.slideshare.net/hannahmd18/male-female-gaze?qid=d9918ad8-7b80-4c34-aab0-f8e75fa37b55&v=&b=&from_search=1




C) Representation

• John Berger– “Men act and Woman appear.”– This theory portrays that men are dominant over

women and that women will follow after men. – This theory does not relate to the Vfestival poster

because it is a Pop festival (which doesn’t involve dominance over women).

– Similar to the male gaze theory, this theory would be more suitable for an EDM or dance music festival, which typically involves more male DJ’s and male audiences.

http://www.slideshare.net/CierraThomasWilliams/berger-gendered-looking-relations



C) Representation

• General Stereotypes– The stereotypes for the Vfestival poster would typically

be more female than male (like I have stated in my previous theory slides) because stereotypically there are more attractive boy bands or male solo artists which male audiences wouldn’t be as interested in, however if there is a large group of friends, there is more likely a variety between male and female.

– The festival is mainly aimed at teenagers from 16- 19. – Ethnicity wouldn’t matter for the vfestival because

anyone of any ethnicity can like pop music.

D) Campaign Messagehttp://www.vfestival.com

This is vfestival’s home page. I couldn’t find a slogan for the festival however they’re campaigning that it’s vfestival’s 21st birthday.

http://www.vfestival.com/


E) Print-Based Advertisements Used in the Campaign and Copyright

• Vfestival advertised themselves by making multiple competitions to promote the festival and make the audience take part (this relates to pass-along audience). For example:

Vfestival’s advertising is mainly online, as their targeted audience see more adverts on social media rather than

print based media, they also advertise on their website. Especially with BBC

1 Radio, as there are videos on the festival website of different artists who will be playing at the festival

performing covers of different songs.

The festival’s travel company Most popular ticket buying company

Twitter

BBC ‘Live Lounge’ on Radio 1

http://www.vfestival.com



F) Relevant Legal and Ethical Issues

Intellectual property rights There are four different types: Patents; Trade marks; Designs and Copyright.

Patents define how products work, what they do, how they do it, what they’re made of and how they’re made. These are particularly useful for the vfestival

website as it ensures everything is working properly so the users of the website can get all of the information they need and more (for example the latest

stories about the festival).Trademarks will protect the name of the festival, so that no one lese can use

that name. Designs protect the festival’s visual appearance, for example the colors and

shapes (and decorations on the website, see below).

https://www.youtube.com/watch?v=AYiXTKbdNr4&list=PLij_WrWeezY8lmE7_m35m_LxPm2H3bta0&index=1







opyrightCopyright is one of the main types of intellectual property; it protects any form of text as well as images, sound recordings,

films and broadcasts. The owner of the copyright would be the person who made the website and the editor of it, the editors of

photography and social media websites would have their own copyright too. This is to ensure that no one can print off sections of the website and claim it as their own or copy certain features

from the website or poster and again use it as their own.

http://www.vfestival.com/privacy-policy/ http://www.cla.co.uk/copyright_information/copyright_information

http://www.vfestival.com/privacy-policy/


http://www.cla.co.uk/copyright_information/copyright_information



Slander/libelSlander is ‘defamation’ (where there is a false claim) of a person through a short form of

communication for example speech.

Libel is ‘defamation’ of a person through an everlasting form of communication, however this is more typically written than speech.

A comedian Bill Cosby faces criminal charges of sexual assault at a music festival (Essence Music Festival), where he was seen to have ‘assistance’ from a woman to get onto the

stage, however the year before he never needed any. However there has been defamation over this, as his lawsuit claims that: “Mr. Cosby has suffered from a degenerative eye

condition for years, which has steadily worsened and for over a year he has been legally and functionally blind.”.

https://www.lawontheweb.co.uk/legal-help/libel-and-slander

https://www.washingtonpost.com/lifestyle/style/bill-cosby-attorneys-claim-he-is-legally-and-functionally-blind-what-role-will-impaired-vision-play-in-his-defense/2016/03/02/756e5976-df2b-11e5-846c-10191d1fc4ec_story.html










Model release This is a form which photographers use so that the model of the photo (who is over 18) gives

their consent of the use of the images (including other subject which will be in the image).

The photographers who will be at the festival will give the vfestival organizers a model release form, to give their consent to give up ownership of the

photographs. http://www.creativephotobook.co.uk/ModelReleaseForm.pdf

http://www.creativephotobook.co.uk/ModelReleaseForm.pdf



RoyaltiesThese are paid to songwriters for when they use

compositions in CDs, records and tapes. In order to charge royalties at a festival, there are

two tariffs which eachindividual artist will be categorized into:

LC- Live classical: classical music concertsLP- Live popular: pop music (this is the most

suitable for vfestival).

www.mymusicroyalties.com/types

http://www.prsformusic.com/creators/memberresources/prsformusicroyalties/prsroyaltysources/liveconcerts/pages/livemusicconcerts.aspx

http://www.mymusicroyalties.com/types









ViolenceVfestival must be aware of any violence that

might take place on the day, which is why those who’re under the age of 16 must be

accompanied by an adult so that there no harm is caused to anyone else, especially of a young

age.


Offensive language/behavior/materialThose who’re over 18 at the festival may be

drinking, so if they drink too much it would not be a safe environment for those under the age

of 16 because of offensive language and behavior. Therefore those under the age of 16

must be accompanied by an adult.


Public interestThe public’s interest will increase depending on how well the festival is advertised, who will be a

part of the line up and how aesthetically pleasing it is portrayed on the poster.


What are the legal and ethical considerations that need to be considered by the advertisers?

All of the content that is advertised must be true, there must also be evidence to back up what they’re saying.

For example, a celebrity (who is part of the line up) could tweet that they’re excited to play at the festival.

When advertising to younger audiences, unethical content must not be displayed (for example drinking or

nasty images such as violence which wouldn’t be suitable for children or that could offend).

http://smallbusiness.chron.com/list-ethical-legal-issues-advertising-11466.html




G) Regulatory Bodies

Advertising Standards Authority (ASA)This company takes care of complaints and checks to see

if people advertise misleading, harmful or offensive material and takes action if so.

ASA cover most types of advertisements including: Magazine and newspaper; Radio and TV; Television shopping channels; online ads, for example banners and sponsored ads as well as marketing on companies’ own websites and social media; e-mail ads; posters, leaflets and brochures; cinema ads; smartphone and tables ads.

https://www.asa.org.uk https://www.asa.org.uk/Consumers/What-we-cover.aspx

https://www.asa.org.uk/


https://www.asa.org.uk/Consumers/What-we-cover.aspx


G) Regulatory Bodies OfCom

Ofcom is the communications regulator for: TV; radio and video on demand channels, fixed line telecoms, mobiles, postal services

as well as the airwaves over which wireless devices operate. Here are a couple of things they do:

They ensure that people are protected from harmful or offensive content; protect the privacy of those in the industry and make

sure they’re being treated fairly and equally. There are also legal duties including keeping high quality television and radio

channels (and make sure they’re provided by multiple companies).

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




H) Method

This festival is mainly advertised on social media for example Facebook and twitter, along with

their sponsors, for example:

https://www.facebook.com/vfestival

https://twitter.com/vfestival?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

This method works well, as most people are on social media (especially the target audience); therefore V Festival can can post (for free) and people can like and share them, so there is even more awareness.






H) Method

When advertising my festival I will choose to advertise it on different social media websites, especially Facebook, which would cost £3 a day (minimum). I will start to advertise my festival

towards the start of the year, similar to V Festival, so there is a big build up to it (it also gives more time for people to hear about it and more people will be able to go with more more notice) of the artists who will be playing. I will choose a venue which has a large open space and is central so it is easier to get to.

Print-Based vs. Audio Visual

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

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

Channel 4 advert: Festival trailer 2016:





A) Aims and objectives• The aim of this advert is to portray to the audience what it will be

like at the festival and how much fun it will be, including the great performances of others.

• It will give the audience a better understanding of what the lifestyle will be like whilst camping but only shows the positives of it (however it still displays the portable toilets, so the audience will still see the realistic side), this could increase the sales of tickets.

• Viewers can only see at the end of the video that is it the v festival, however throughout the video it is clear that the video is a festival because of the tents and the outfits of what the actors are doing in the video (for example making their own drinks outside with a portable kettle).

Channel 4 advert

A) Aims and objectives• The aim of this trailer is to portray not what the

lifestyle will be like but what the artists will be like when they’re actually playing and the crowds or other fun activities (for example the fun fair) will be like.

2016 trailer

B) Target Audience • Maslow

– This audio visual would be categorized under “Love and Belongingness needs”, “Esteem Needs” and “Self-actualization needs”, as this festival can bring friends and family closer together, it can allow people to gain respect, independence and achievement (keeping up with the music trends and gaining independence from not with with parents if you’re out with friends) and finally can gain self-fulfillment and great experiences. It could also be categorized under “Physiological Needs” and “Safety Needs” because the viewers would see the food that is made on site and the tents are their shelter (where they obviously sleep). Protection would be needed for all those on site (especially those under 16 who’re with family).

– For the trailer, most of the this will be the same, however there will be more “social” and “esteem” needs because it displays more about the music and being with friends rather than the safety and psychological needs of the advert.




B) Target Audience • Katz

– The audience will be able to identify famous role models who’re playing and aspire to be someone else, as well as be entertained because the festival will be very enjoyable and give a sense of escapism by not having to worry about anything else outside of the festival and finally social interaction because the audience can share moments together over social media, mainly by using hash tags as well as commenting on the artists who play.

– The audience will be educated because they will gain information about what the lifestyle of the festival will be like.

– For the trailer, the audience will be educated about the date and whereabouts of the festival and who is playing. Like the advert, the audience will be able to identify people at the festival, for example role models with similar values or people who we aspire to be (who’re enjoying the festival. The festival trailer can socially interact with the audience via the hash tag “#V21st” because this can be used and recognized most on all social media (for example Facebook, Twitter, Instagram).





B) Target Audience

• Hartley – Age: 14- 22– Gender: Male or Female, as the audio visual is generalized to

attract more of a variety in the audience so more people can enjoy it.

– Class: any class, as anyone can have an interest in festivals and its only watching the audio visual, however those in upper class may not appreciate it (this is the same for the trailer).

– Ethnicity: Doesn’t matter, again because the festival is fairly generalized, also because anyone of any ethnicity can like pop, rock or indie music.




B) Target Audience • Socio-Economic needs: – This audience ranges from C2 to E, as these groups

may be less skilled and younger so don’t have very many time-consuming jobs or careers, also because groups about C2 are upper class, who wouldn’t necessarily like festivals and pop, rock or indie music (most likely more classical and jazz) (this is the same for the trailer).

B) Target Audience

• Psychographics– Aspirers as these audiences seek status, and seeing this

audio visual and trailer for the festival they will be able to message their friends to go.

– Explorers as these audiences seek adventure and fun experiences and have a lot of energy, in which a festival would be perfect; this is displayed in the audio visual as well as the trailer.

– Strugglers as this audiences seeks escape and they could escape by watching the audio visual and the trailer and imagining themselves there.

B) Target Audience

• Pass-along audience– This audience will see the audio visual and trailer

and possibly enjoy it or maybe have been talking about it, so ‘pass-along’ the information about it to their friends. The friends will then look out for it and once they have seen it, ‘pass-along’ the information to other friends and so on. This information can also be shared with friends over social media, particularly by the popular hash tag “#V21st”.




C) Representation

• Media representations are the ways that the media displays certain groups, communities, experiences, ideas, or topics from a particular ideological or value perspective.

www.tc.umn.edu/~rbeach/teachingmedia/module5/2.htm





C) Representation

• Laura Mulvey- “Male Gaze”– Laura Mulvey believes that audiences (especially

in film) have to see female characters for a male’s perspective, which tends to be:


This does not relate to the Vfestival poster because “Male Gaze” is normally aimed at festivals which is more male based, for example EDM or Dance music festivals. The Vfestival is more Pop music based, so this would not be suitable. Especially when there are young female teens (For example 14 –year-old girls with their mum) attending the festival.



C) Representation

• Diana Saco- “Female Gaze”– Diana Saco states that women ‘fetishize’ over

things such us power, capability and virility (strength or force). It is said that women can use men as a way to motivate them (and the other way round for men- refer back to “male gaze”).

– This could possibly be more suitable for the Vfestival as typically more girls/ women attend pop music festivals (for example attractive artists like Justin Beiber would use “Female gaze”).





C) Representation

• John Berger– “Men act and Woman appear.”– This theory portrays that men are dominant over

women and that women will follow after men. – This theory does not relate to the Vfestival poster

because it is a Pop festival (which doesn’t involve dominance over women).

– Similar to the male gaze theory, this theory would be more suitable for an EDM or dance music festival, which typically involves more male DJ’s and male audiences.




C) Representation

• General Stereotypes– The stereotypes for the Vfestival poster would typically

be more female than male (like I have stated in my previous theory slides) because stereotypically there are more attractive boy bands or male solo artists which male audiences wouldn’t be as interested in, however if there is a large group of friends, there is more likely a variety between male and female.

– The festival is mainly aimed at teenagers from 16- 19. – Ethnicity wouldn’t matter for the vfestival because

anyone of any ethnicity can like pop music.

D) Campaign message• The trailer for the festival doesn't’t have a message but

put more emphasis on the hash tag trend of “#V21st” (as displayed below). The hash tags appear with an interesting effect after every clip of a celebrity who will be playing at the festival, so the audience will remember to use the hash tag (for example at 0:44- 0:46 seconds) when using social media to share information about the festival.

E) Print-Based Advertisements Used in the Campaign and Copyright

V festival have advertised mainly with Virgin media, but they also have other sponsors which are listed on their website below:

http://www.vfestival.com

I haven’t been able to find any flyers or billboards which advertise the festival but there is more advertising over the internet and their website. This will still be effective as the specific target audience for this festival are all mainly online not only on social media but on this website, as you can use the internet anywhere and everywhere now.




Intellectual property rights There are four different types: Patents; Trade marks; Designs and Copyright.

Patents define how products work, what they do, how they do it, what they’re made of and how they’re made. These are particularly useful for the V Festival advert and trailer as it ensures everything is working properly so

the audience can get all of the information they need.Trademarks will protect the name of the festival, so that no one lese can use

that name. Designs protect the festival’s visual appearance of the advert for example the

graphics which are specific to the festival.






opyrightCopyright is one of the main types of intellectual

property; it protects any form of text as well as images, sound recordings, films and broadcasts. The owner of the copyright would be those who edited the trailer and the advert, to ensure that no one can copy sections of the audio visuals and claim it as their own or copy certain

graphics from the trailer.

http://www.vfestival.com/privacy-policy/ http://www.cla.co.uk/copyright_information/copyright_information






Slander/libelSlander is ‘defamation’ (where there is a false claim) of a person through a short form of

communication for example speech.

Libel is ‘defamation’ of a person through an everlasting form of communication, however this is more typically written than speech.

A comedian Bill Cosby faces criminal charges of sexual assault at a music festival (Essence Music Festival), where he was seen to have ‘assistance’ from a woman to get onto the

stage, however the year before he never needed any. However there has been defamation over this, as his lawsuit claims that: “Mr. Cosby has suffered from a degenerative eye

condition for years, which has steadily worsened and for over a year he has been legally and functionally blind.”.












Model release This is a form which photographers use so that the

model of the audio visual (who is over 18) gives their consent of the use of the videos (including

other subjects which will be in the audio visuals).The photographers who will be at the festival will

give the V Festival organizers a model release form, to give their consent to give up ownership of

the photographs. http://www.creativephotobook.co.uk/ModelReleaseForm.pdf




RoyaltiesThese are paid to songwriters for when they use

compositions in CDs, records and tapes. Royalties in the audio visuals will go to the artist

whose music is playing in the background and anyone who features in the audio visual, for example David Guetta, where clips from his

different music videos are used (along with his music in the background).


ViolenceWhen producing the advert and trailer for the festivals, no violence must be involved which

would be unsuitable or distressing for younger viewers who’re under 16.


Offensive language/behavior/materialAlso when producing the advert and trailer no

offensive language or unsuitable content relating to violence can be included, again

because it would be unsuitable for the viewers and it’s not properly displaying the point of the

festival.


What are the legal and ethical considerations that need to be considered by the advertisers?

All of the content that is advertised must be true, there must also be evidence to back up what they’re saying.

For example, a celebrity (who is part of the line up) could tweet that they’re excited to play at the festival.

When advertising to younger audiences, unethical content must not be displayed (for example drinking or

nasty images such as violence which wouldn’t be suitable for children or that could offend).





G) Regulatory Bodies Advertising Standards Authority (ASA)

This company takes care of complaints and checks to see if people advertise misleading, harmful or offensive material and takes action if

so. ASA cover most types of advertisements including: Magazine and newspaper; Radio and TV; Television shopping channels; online ads, for example banners and sponsored ads as well as marketing on companies’ own websites and social media; e-mail ads; posters, leaflets and brochures; cinema ads; smartphone and tables ads. This means that if there is unsuitable content in either the trailer or the advert, then I would be able to make a complaint to this website and they would contact the producers and V Festival and ask if this potentially harmful content could be removed.

https://www.asa.org.uk https://www.asa.org.uk/Consumers/What-we-cover.aspx





G) Regulatory Bodies OfCom

Ofcom is the communications regulator for: TV; radio and video on demand channels, fixed line telecoms, mobiles, postal services

as well as the airwaves over which wireless devices operate. Here are a couple of things they do:

They ensure that people are protected from harmful or offensive content; protect the privacy of those in the industry and make

sure they’re being treated fairly and equally. There are also legal duties including keeping high quality television and radio

channels (and make sure they’re provided by multiple companies).





H) Method

In the official trailer for the festival, the only advertisement used is the hash tag “#V21st”

which is displayed after each artist has featured, as seen below:

Even though there isn’t a lot of advertising, this hash tag can be used in any social media to share information with others. Also, this hash tag is specific to the festival, so if it is mentioned then people should automatically know what it’s about because they’ve heard it from others and especially celebrities who have tweeted about it.

https://www.youtube.com/results?q=%23V21st

https://www.youtube.com/results?q=%23V21st

H) Method

When advertising my festival I will choose to advertise it on different social media websites, especially Facebook, which would cost £3 a day (minimum). I will start to advertise my festival

towards the start of the year, similar to V Festival, so there is a big build up to it (it also gives more time for people to hear about it and more people will be able to go with more more notice) of the artists who will be playing. I will choose a venue which has a large open space and is central so it is easier to get to.

Conclusion

• From LO1, I have learnt about the different issues of legal and ethical standards which I will keep in mind when creating my own poster and advert, for example Advertising Standards Authority (ASA) and Ofcom.

• ‘V Festival’ is my chosen advert of inspiration and throughout LO1 I research about the aims and objectives, target audience, representation and campaign message of the festival, giving me ideas for my own festival I create in LO2.

Sunset Fest Proposal

I decided to do just one proposal for the whole campaign, poster and advert. The proposal covers what the product being

advertised is, aims and objectives, target audience and the campaign message.

Spending Power

Above are the ticket prices for my festival of inspiration ‘Vfestival’. If my festival was aimed at a younger demographic only then I would create lower ticket prices than these, however my target audience’s age ranges from 16-24 years and those who’re over 18 have a better opportunity to get a job (apart from those who’re at university - therefore I will create a special price just for students because they can’t work full time) so they will most likely be able to afford higher prices.

V Festival prices: My Festival Prices (including booking fee):

Weekend with camping: £179 (Students: £143.20) Weekend tickets without camping:£155 (Students: £124) Day Tickets: £79 (Students: £63.20)Students Get 20% off.

http://www.vfestival.com/tickets/



Mood Board Poster

https://www.youtube.com/watch?v=oKaNX-DbIlA

I like the font and colors of this poster

I like the text box arrangements of this poster





Mood Board Advert

Mood Board ConclusionThis is a poster I have created on photo shop as part of my mood board.

I used the text boxes from one of the posters in my mood board and used a similar font from a different poster.

I really like the idea of a sunset festival the new music should be really enjoyable and some music will be very relaxing, so holding the festival at a sunset will add to the relaxed feel and be really enjoyable. For the house style I wanted to keep the colors which matched the sunset, this includes light shades of blue, orange, yellow and purple.

For the text boxes I used different complimentary and contrasting colors so that the text will stand out.

However I don’t like the placing of the text boxes because it looks random and un organised.

Mind Map Color scheme:Blue, yellow, orange, white and black to match the colors of the sun set.

Target audience:Male and female aged 14- 24 (those under 16 will need to have a parental guardian).

Logo names:‘Sunset Fest’ will be my logo because it’s short so easier to remember and it clearly states what the festival is.

Frequency of release: Release tickets in sections so it gives more people opportunity to get tickets if they cant make that date of the release or don’t have enough money.

Logo designs:

Slogan: “New music. New memories.”

Marketing of the product: Adverts of channel “4Music” to reach appropriate target audience. As well as on most social media, for example Facebook, Instagram, Twitter and Snapchat.

Name of festival: “Sunset Fest 2016”

I really liked this font on my mood board because it looks quite casual and fun and perfect for the beach (especially the rough ends on the letters), so I wanted to find something similar.

Hand Drawn Drafts Poster

Hand Drawn Draft Advert

Graphic Layouts 1st Idea

This is my graphic layout for the ‘Sunset Fest’.

Graphic Layouts Sunset Fest Advert

Photo Shoot Plan poster

Print Advertisement of Inspiration- AnalysisThe use of color in this advertisement is representative of the target audience but not just for the younger demographic, also for the older demographic who’re in their twenties. I would like to repeat (Steve Neale 1980) the use of bright color because it is suitable for all audiences and makes the advertisement fun and aesthetically pleasing.

The biggest artists who’re attending the festival appear in the biggest font in comparison with less well-known artists, who decrease in font size as the names go down the page. I would like to ‘repeat’ (Steve Neale 1980) this so that the more popular artists are more visible.

I will ‘change’ (Steve Neale 1980) the layout so my poster looks like colored powder to relate to my logo, instead of the cartoons.

The logo on the advert is very clear and is prominent over the rest of the advertisement, making the purpose clear to the readers.

Draft Poster Information- Artists I will include

• My festival is a new music festival, where there will be artists which people have heard of, but aren’t as popular as Rihanna for example, as they’ve only just started to get popular. This could include artists such as:– George Ezra– Ella Henderson – James Bay– Gorgon City– Royal Blood– Years and Years– Wolf Alice

– Jungle– MNEK– Duke Dumont– Drenge – SCUBAAs– Catfish & The Bottlemen– Temples– Dusky

• This could be the line-up because they’re all popular artists which still range in genre, so those at the festival don’t get bored of listening to the same music for two to three days.

http://www.billboard.com/photos/6451137/justin-timberlake-timeline/1

http://www.billboard.com/photos/6451137/justin-timberlake-timeline/1

Select fonts/graphics/ colors

V Festival

This is the font that I used for my magazine masthead, however it wasn’t of DaFont. The font is ‘Hobo Std’.

I looked on DaFont.com to search for fonts which are similar to my advertisement of inspiration (V Festival).

http://www.dafont.com/



Campaign Message

• Sunset Fest:– New Music. New Memories. • This connotes that at my festival new memories can be

made with friends and family as well as exploring the new music there is from different and new artists.

House Style- Sunset Fest

• For the house style I wanted to keep the colors which matched the sunset, this includes light shades of blue, orange, yellow and purple.

• I want the font to look casual like it would be at a beach. I was inspired for this by a different poster which is featured in my mood board.

Finalize Style• This is the final style

of my poster. I kept the house style colors of the sunset on the text as well as the boxes throughout the poster with the relative information.

Draft Logo DesignThis is a draft logo design for one of my festival ideas, created from my inspiration festival ‘Vfestival’. This logo works well for my festival because the colors of the title and the Heart shape match the house style of my poster. It also works well because of the gradient in the background which ranges from blue to yellow to orange, just like the colors in a sunset, making the logo look very relaxing and peaceful, like my festival as some of the new music is slow and chilled.

Industry Standard Production Plan

Launch Date: Wednesday 13th of July- all of the steps have been completed to create the perfect advert. After this, the Ad is judged by it’s performance to see how successful it is.

http://www.managementstudyguide.com/swot-analysis.htm

http://www.managementstudyguide.com/advertising-process.htm






Key Dates• ‘V Festival’ takes place Saturday 20th - 21st August, however my festival

will take place 18th - 21st August. • From Wednesday 6th - 8th July my advert will be in the process of design

and creation. • On Wednesday 13th July my ad and poster will both be released. • Also from 14th July, adverts will be released in ‘Sound of Pop!’ magazine,

my main sponsorship for the festival. • Therefore my festival will be advertised for over a month, allowing many

people to take notice of the adverts, so that they can plan ahead for the festival.

• ‘Leeds Festival’ is taking place August 26th - 28th, however this festival is more rock based, so shouldn’t effect my festival as it is a completely different style of music.

http://www.timeout.com/london/music/music-festivals-calendar-august




Location for Poster• My poster can be seen all around Surrey as Epsom Downs

should be well-known and close to the majority of people so it would be easier to travel to, as my advert is release quite late (being the same month as the festival). It will also be release throughout London (as well as on public transport so people can read it when travelling) where there is opportunity for many people to see my advert and take interest.

Budget Summary- Cost of Poster Printing

• I won’t use as many A3 posters because they will only be used in large public areas such as train stations therefore I will only need 50.

• However I will need a lot more A4 posters because they will be distributed throughout London, Surrey and public transport so 100 posters should be sufficient.

http://www.alocalprinter.co.uk/uk/posters/


Budget for Advert • I will advertise the advert in my own magazine I created ‘Sound of

Pop!’ (who will also be my main Sponsor for the festival) at around the same time that my poster is released into London and Surrey so as many people see it as possible. I would like to advertise at the start of the magazine where it will be one of the first pages readers view.

• My advert will be on a full page, costing £5,005. This is more expensive, but it will get more views, meaning that the cost will be leveled out by the amount of extra tickets sold from the advert.

EquipmentApple Mac- £1,999

http://www.apple.com/uk/imac/

https://creative.adobe.com/plans?single_app=photoshop&store_code=gb&promoid=KSPGW

Photoshop:

Office Space:

https://www.findalondonoffice.co.uk/london-locations/kensington-chelsea/

To take the images I only need my phone camera.


















Staff • Editor: £26,942 Per

Year, Depending on Experience.

• Marketing (Assistant): £17,300 to £19,000

• Marketing (Manager): £38,192

• Human Resources:

http://redsofalondon.com/blog/salary-survey-2/

https://www.prospects.ac.uk/job-profiles/marketing-executive

www.payscale.com/research/UK/Job=Editor/Salary http://www.payscale.com/research/U

K/Job=Finance_Director/Salary/ca4a61df/London

http://www.reed.co.uk/average-salary/human-resources







http://www.payscale.com/research/UK/Job=Editor/Salary


http://www.payscale.com/research/UK/Job=Finance_Director/Salary/ca4a61df/London







LayoutThis is the desk space and computer that I used for creating my advert:

This is the room that I used for creating my advert:

Location Recce

Risk Assessment – Industry Standard

Model Release Form

• A model release form won’t be needed as I will not be taking nay photos of people for my advert or poster.

Legal and Ethical• Copyright- this is the main type of intellectual property, meaning that when

creating my ad I cannot copy other’s work and claim it for my own. Others must do the same by not copying my work.

• Royalties- if other companies want to use a specific feature from my advert, for example the logo, a royalty payment will be made to me every time that logo is in use.

• Representation- the artists which are displayed on my advert represent what type of music festival it will be (Pop music). The bright colors in the background of my advert connote fun and happiness (V Festival- my advert if inspiration- also includes many bright colors which I have repeated (Steve Neale 1980) ).

• ASA (Advertising Standards Authority)/ Offensive Material- this company acts on complaints about adverts which may have been misleading, harmful or offensive with the content. For example, if my advert claiming an artists was attending the festival but it was a lie, ASA would receive complaints about this and contact me to ask me to change it.

http://www.investopedia.com/terms/r/royalty.asp?layout=orig&adtest=5noninfinite

https://www.asa.org.uk/About-ASA.aspx





Proof-reading/ sub-editing

• When creating my advert there is a possibility of many mistakes to be made in either the writing of the information about location of the festival, when it will be, who is attending and other information about camping on-site and VIP Tickets.

• To ensure no mistakes are made before the release of my poster and advert, a proofreader will be hired to double-check everything. The typical salary for a proofreader is £21,150 a year.

www.payscale.com/research/UK/Job=Proofreader/Salary

http://www.payscale.com/research/UK/Job=Proofreader/Salary


Conclusion

• In LO2 I had the choice of creating either a festival or a music tour for a band/ artist. I decided to create a festival and named it ‘Sunset Fest!’. From here on I planned my advert and poster to promote my festival, sponsored by my magazine ‘Sound of Pop!’ (which I made in Unit 13). I planned this through proposals, mind maps, mood boards, hand drawn drafts & graphics layouts, a photo-shoot plan and of course my production plan.

Hand Drawn Draft Poster

Hand Drawn Draft Advert

Graphic Layouts Sunset Fest Poster

This is my graphic layout for the ‘Sunset Fest’.

Graphic Layouts Sunset Fest Advert

Mind Map Color scheme:Blue, yellow, orange, white and black to match the colors of the sun set.

Target audience:Male and female aged 14- 24 (those under 16 will need to have a parental guardian).

Logo names:‘Sunset Fest’ will be my logo because it’s short so easier to remember and it clearly states what the festival is.

Frequency of release: Release tickets in sections so it gives more people opportunity to get tickets if they cant make that date of the release or don’t have enough money.

Logo designs:

Slogan: “New music. New memories.”

Marketing of the product: Adverts of channel “4Music” to reach appropriate target audience. As well as on most social media, for example Facebook, Instagram, Twitter and Snapchat.

Name of festival: “Sunset Fest 2016”

I really liked this font on my mood board because it looks quite casual and fun and perfect for the beach (especially the rough ends on the letters), so I wanted to find something similar.

Campaign Message

• Sunset Fest:– New Music. New Memories. • This connotes that at my festival new memories can be

made with friends and family as well as exploring the new music there is from different and new artists.

Photo-shoot Plan

House Style- Sunset Fest

• For the house style I wanted to keep the colors which matched the sunset, this includes light shades of blue, orange, yellow and purple.

• I want the font to look casual like it would be at a beach. I was inspired for this by a different poster which is featured in my mood board.

Select fonts/graphics/ colors

Sunset Fest!

This is the font that I used for my magazine masthead, however it wasn’t of DaFont. The font is ‘Hobo Std’.

I looked on DaFont.com to search for fonts which are similar to my advertisement of inspiration (V Festival).




Finalize Style• This is the final style

of my poster. I kept the house style colors of the sunset on the text as well as the boxes throughout the poster with the relative information.

Proof-reading/ sub-editing

• When creating my advert there is a possibility of many mistakes to be made in either the writing of the information about location of the festival, when it will be, who is attending and other information about camping on-site and VIP Tickets.

• To ensure no mistakes are made before the release of my poster and advert, a proofreader will be hired to double-check everything. The typical salary for a proofreader is £21,150 a year.

www.payscale.com/research/UK/Job=Proofreader/Salary




Launch Date: Wednesday 13th of July- all of the steps have been completed to create the perfect advert. After this, the Ad is judged by it’s performance to see how successful it is.








Budget Summary- Cost of Poster Printing

• I won’t use as many A3 posters because they will only be used in large public areas such as train stations therefore I will only need 50.

• However I will need a lot more A4 posters because they will be distributed throughout London, Surrey and public transport so 100 posters should be sufficient.



Risk Assessment – Industry Standard

Location Recce

Budget for Advert • I will advertise the advert in my own magazine I created ‘Sound of

Pop!’ (who will also be my main Sponsor for the festival) at around the same time that my poster is released into London and Surrey so as many people see it as possible. I would like to advertise at the start of the magazine where it will be one of the first pages readers view.

• My advert will be on a full page, costing £5,005. This is more expensive, but it will get more views, meaning that the cost will be leveled out by the amount of extra tickets sold from the advert.

EquipmentApple Mac- £1,999



Photoshop:

Office Space:


To take the images I only need my phone camera.


















Staff • Editor: £26,942 Per

Year, Depending on Experience.

• Marketing (Assistant): £17,300 to £19,000

• Marketing (Manager): £38,192

• Human Resources:



www.payscale.com/research/UK/Job=Editor/Salary http://www.payscale.com/research/U

K/Job=Finance_Director/Salary/ca4a61df/London

















Print-based Advert- Sunset Fest- Step-by-Step1. After creating a new (A4) template, I placed my image of the

sunset on the top of the page. I then placed my second image of the waves over the top, erasing the top of the second image so it looked like a part of the first image. I edited both of the images by increasing the contrast, saturation and clarity.

2. Using the pen tool and eye dropper tool I found the correct shade of yellow (from the glow of the sun) and lowered the opacity of the brush, then carefully painted over the second image on the waves and used the burn tool to create shadows over the top of the waves (so the image looked like it was taken in the evening).

3. At the bottom of the page I placed an image of different pebbles and stones, which is where the terms and condition and website address will go. I used a low opacity eraser so that the pebbles blend in a look like they water is covering them (I changed the arrangements of the layers and the perspective of the image with the free transform tool).

4. After choosing the correct font and size I typed out my main heading and created a drop shadow to make the text stand out. I then typed the slogan underneath. Again using the eye dropper tool, I chose a color from the sunset image for the main heading and the complimentary color of this for the slogan.

Print-based Advert- Sunset Fest- Step-by-Step

5. I created text boxes for the information about the festival and used the eye dropper tool to find the same shade of orange and purple as in the main heading and slogan, then yellow and blue for the other boxes.

6. Using a specific sized brush I carefully erased the edges of the boxes leaving a distorted effect and added drop shadows to the titles in the boxes, then moved the boxes (along with the text) to the specific places on the page

7. I carried out a final check to make sure everything was spelt correctly and that everything was in line, using the ruler tool.

Conclusion

• In LO3 I re-evaluated documents such as my hand drawn drafts and graphic layouts however I also planed how my advert and poster would be edited via proof-reading and sub-editing which is a part of the staff who would needed to be hired.

My Pitch

• Here is the link to my pitch in Prezi:https://prezi.com/8w-p2okwf_fc/untitled-prezi/?utm_campaign=share&utm_medium=copy

https://prezi.com/8w-p2okwf_fc/untitled-prezi/?utm_campaign=share&utm_medium=copy



Conclusion

• Once everything was prepared for my advert and poster I then pitched my ideas I had in mind to a client, who then gave me feedback in LO5.

Survey Monkey Feedback

Survey Monkey Feedback

• I chose survey monkey as my main format to gain feedback on my pitch and campaign pages because it’s a professional layout which gave me a varied choice of styles for my questions to analyse the results after in a clear and easy way. – Overall the information, presentation, adverts and

production plan were some of the main positives about my pitch, however, to improve my pitch I could’ve linked the campaign message more clearly with my adverts.

Witness Statement

After presenting my pitch, the client filled out a witness statement form.

Witness Statement- Client likes and dislikes

The client has said my pitch was ‘fantastic’ and ‘clearly communicated’

“The pre-production materials the student has created are excellent and really highlight exactly what she wants her advert and poster to look like.”

However I could’ve improved on my Photoshop work by making ‘Terms and Conditions smaller and remove some of the information, so that it fit better on the page. I could’ve also improved by increasing the size of the date for the festival with a stroke around it so it is more visible.

Improved Print-Based Advertisement

I made the text a different color so that it was more visible, as well as ‘Terms and Conditions’ smaller.

I made the text bigger and added a stroke so that it was more noticeable and clear.

Safe Working Practices • In my poster and advert I have combined two images into one so I

had to crop both images so that there wasn’t any unnecessary details and the pictures would merge natural together. I also used the rubber tool with a range of opacities so make both images blend.

• I used the ruler tool for when I was drawing boxes on my poster and advert as well as the text boxes so they were all aligned perfectly with each other.

• In order to maintain the house style of my poster and advert I used a helpful tool called the ‘Eye Dropper tool’, which allowed me to select another color that was already on the page so that I could use the same color. I could also save the selected colour to ‘Swatches’ so that in the future I could use the same color as before.

Does it meet legal and ethical standards?

• My poster and advert have indeed met legal and ethical standards because there is no information which is offensive, misleading nor anything which includes defamation or libel as there is no false information on my poster or advert. There are also no copyright issues, as I created all of the text and the logo/ title of festival myself, as well as taking my own photos.

Conclusion

• After presenting my pitch, I sent out a survey via ‘Survey Monkey’ to the client asking them about the positives and negatives of my pitch and if they would consider going to the festival.

• I was also given feedback on ways to improve my Photoshop advert, which I took on board and added to my advert.

Unit 15- Print Based Advertising

Education

Transcript of Unit 15- Print Based Advertising