Copyright (Anti-piracy) campaign with dictative and imperative approach

As a group we looked at various Anti-piracy ad campaign which had a dictative and imperative approach.

An ad that I found was a commercial created by Disney. I found this anti-piracy campaign to be abit of a cliché. In the ad Disney try to show a comparison of a pirate DVD an official Disney DVD. They showed that the pirate DVD is of cheap quality which in the world today is not entirly true. You can get hd quality film so in this ad false info has been given.

I found this 60 second Anti-Piracy commercial which was cre-ated by PBU-SIFE. It highlights the negative effect that piracy has on theAmerican and global economy. In the add they use the words ‘downloading pirated films is stealing and stealing is agasnt the law’. I also noticed that near the end of the commercial it is as though the people in the ad are looking down at youtube. I think this is a negative image they give. They try to intimidate the veiwer instead of gaining any respect.

Above are screen shots of an anti-piracy ad that directly tells you that download is a crime. I found to be qiute aggresive which my group was try to back away from.

Copyright (Anti-piracy) campaign with Respectful and serene appraoch

I found a website called ‘youmakethemovie.com’ which is an interactive anti-piracy campaign website. Majority of the anti-piracy campaigns I found either had an aggressive or negative approach to their message.

On the website there where a few commercials one was directed by Steve Bendelack. During one of the behind the scenes footages of the commercial making, Steve describes the uniqueness of their anti-piracy campaign.

Steve Bendelack’s word were:

“The cleverness of the ‘you make the movie’ campaign is that it doesn’t impose on people it actually does the opposite it appreciates the audience. I think that natural step with the idea made it very attractive”. “The Making “you make the movie” campaign is about making a connection between the audience and the price of the emission they pay and how much that contributes to the on going vitality of our industry in the UK”.

Steve Bendlack also says in their campaign they want to illus-trate how much work goes into making a film how many disci-plines how many craft skills the kind of equipments we need to achieve a shot. Steve’s opinion on the creation of the website and the commercial is that they have a production value that shows you what goes on behind the scenes.

This anti piracy campaign shows a high respect and appreciation towards its audience. I’ve quoted a phrase that shows this:

‘Copyright theft hits the wages and the prospects of employees throughout the industry - this is why we’re thanking YOU for buying the real thing!’

Their motto also shows the same idea of respect and apprecia-tion ‘thanking YOU for buying the real thing’.

The two images above are posters for the you makethe movie campgn.shown on the left is a webpage screen shot of the same campagn.

Developing the idea

We as a group decided to use proverbs and wise quotes and then put them into a poster. The proverbs would them be ma-nipulated to relate more into the copyright context but still thus showing respect to the audience and also respect towards copy-right. We thought of the idea that the poster can be an interactive poster that is activated when approached. All that is seen at first is a reflection of yourself on a black bank screen then after some text will appear which will be of different proverbs etc.

We again as a group discussed why we would use proverbs and we gave different answers such as:

• Theyarelessonsonlife’somethingnewlearned• Theyapplytoadaytodaybasis• Itcanbeaguidetobeingrespectedandbeingrespectful• Itcanbeinspirational

As a group we all chose a a phrase, quote or saying to use in our work. I took a quote from a poem that was writtern 1874 called

‘Ode’. It was writtern by Arthur O’Shaughnessy.

The quote from the peom ‘Ode’ was:

‘We are the music makers,And we are the dreamers of dreams’

I then change and manipulated the to:

We are the fantasy makers,And we are the dreamers of your dreams

One of the main things we didn’t want to adding to our work was the idea of celebraties promoting the campaign. We have learn’t that most people are usually put off because they get the sense they are being look down opon and also feel that the celeb should not complain is they have a net worth of over a million.