– Level 3 Cambridge Introductory Diploma in Media

Unit 15: LO1

Print Based Advertising

St. Andrew’s Catholic School –Thomas Hibbert

Candidate Number : 2063Unit 15 Overview

Contents1. Introduction – Slide 52. Aims and Objectives – Slide 6 – Slide 73. Target Audience – Slide 84. Representation – Slide 9 – Slide 105. Artists who have been at Glastonbury – Slide 116. Campaign Message – Slide 12 – Slide 137. Advertisements used in the campaign – Slide 148. Advertising codes of practice – Slide 159. Relevant Legal and Ethical – Slide 16 – Slide 1710. Legal and Ethical Considerations – Slide 1811. Regulatory Bodies – Slide 19 – Slide 2112. Method – Slide 22

Glastonbury

Introduction

LO1 will focus on a print based poster for Glastonbury and an audio visual advertisement

for Glastonbury.

Aims of the campaignThe aim of the campaign is to promote the Glastonbury festival for June 2013. The aim of the poster is to advertise a new festival for the already existent Glastonbury festival and to increase ticket sales for this event.

Advertising campaign’s objectivesThe objectives for the Glastonbury poster are to increase sales of tickets and to try and draw more people to the festival itself.

Techniques the campaign usesThe poster uses a bright and bold colour scheme embedded in the text that reads “GLASTONBURY”. This straight away makes the reader aware that it is a poster for Glastonbury and draws them in to read more about the festival.

The poster also uses little written language for the poster. The only writing in large amounts on the poster are the list of acts and artists performing at the festival. The other text is the date ( June 26 – 28 2013 ) and where you can buy tickets and enquire further about the festival.

How do the different products achieve the different objectivesGlastonbury have different posters for example the poster on the right is a list of all the acts and what stages they are performing at. The objective to this poster is different to the other poster for the festival because in the first poster the objective is to inform (Katz) the audience that the festival is there and when it is on with some of the acts performing, where as the objective of the second poster is to persuade readers to actually attend the festival because of all the artists that will be there and where they will be at the festival.

Aims and Objectives

Aims and ObjectivesWho sponsors the festival?Glastonbury is official media partners with BBC, Q magazine, The Guardian and recently EE have started a sponsorship for the festival.

BBCThe BBC have a website that provides a lot of information on the Glastonbury festival and broadcasts the event from their site.

Q MagazineQ magazine and other magazines from Bauer media give coverage of Glastonbury on their website and in the magazine themselves.

The GuardianThe Guardian has a webpage all about the Glastonbury festival including interview, news, reviews and other forms of media from the festival itself.

EEAfter the sponsorship begun, EE supplied EE trucks that provided an internet connection for those within 10 meters of the vehicle.

Target AudienceMaslowUsing Maslow’s hierarchy of needs I think that the audience for Glastonbury have Love/Belonging needs because it is a very family and friend oriented event. People go to Glastonbury with their friends and family and share the music experience together.

HartleyAge: Children under 12 are allowed to attend Glastonbury as there are amusements for children at the festival but anyone under 16 that wants to actually go to the festival must be accompanied by someone of 18 and over.Gender: Not gender specificEthnicity: The audience stereotypically would be of a white ethnicity.Class: The class of the audience would be social class as the audience at Glastonbury are all interacting in a social event with their friends and family.Nationality: The festival is British so the nationality would typically be British.Self-Image: The audience at Glastonbury would have a positive self image.Family: The people at Glastonbury have family’s as it is a very friendship and family based festival where people and their families can go and have fun as well as people of a young age just go with their friends.

KatzIn terms of the uses and gratifications theory the audience for Glastonbury try to entertain and escape from their lives to forget their worries and troubles for the time being.

Socio-economic needsThe audience for Glastonbury are in the C1 – C2 because it is not a formal and high end festival and you would find people of a similar profession for how the festival appears aesthetically.

PsychographicsGlastonbury’s audience are STRUGGLERS because of the formality in the festival and they buy alcohol and junk food which is typically found at a festival.

Spending PowerThe festival’s audience’s spending power is not high or low but in between as the demographic is C1 and C2.

RepresentationRepresentation: Representation is the portraying or appearance of someone or something in a specific way.

Laura Mulvey “Male Gaze”“Male Gaze” is the theory of how men look at women, how women look at themselves and how women look at other women and that film audiences view characters from the perspective of a heterosexual male being.

If Glastonbury were to use the “Male Gaze” to persuade people to come to the festival then they could have a woman on their festival poster posing in a suggestive way.

Diana Saco “Female Gaze”“Female Gaze” is the theory of the way work is presented from a female perspective because the creator is female or because the gender that it is aimed at is female.

If Glastonbury wanted to use the “Female Gaze” to draw more members of the audience in to the festival then they could make the poster more female orientated by using stereotypical female colour schemes (Pink).

John Berger “Ways of Seeing”“Ways of Seeing” theory is that women are depicted in a different way to men because the ideal viewer is a male where as the audience sees women designed to flatter the male spectator.

StereotypesStereotypes are a group of people who are held to a certain image or way that the person should be or perform in.

RepresentationHow are people being represented within the advertisements?The advertisement appeals to everyone and this is represented through the different and vast range of music artists as well as a bright colour scheme.

Presentation of:EthnicityThe Glastonbury poster presents the ethnicity of white and black people through their mixed race artists, this shows the diversity of the music world.GenderThe advert appeals to both genders through the artists that are attending the festival. Artists such as U2 and The Chemical Brothers which stereotypically appeal to the male gender are performing at the festival as are Jessie J and Beyoncé which are stereotypically favored by the female gender. The mix of artists show that the festival is for both genders.AgeThe bright colour scheme and cartoon like font style for the masthead on the poster attract a younger audience which could help bring more people to the festival.Why are representations used in advertisingRepresentations are used in advertising to try and appeal to specific members of the audience and to try and make the the audience see themselves in that situation where they may feel like they belong there which will encourage them to go to the festival or event being advertised.What appeal do representations have in conveying meaning to the audienceRepresentations convey attraction to members of the audience and help the advertisement appeal directly to that audience.

Artists who have been at Glastonbury

Campaign MessageSlogan: Glastonbury do not have a Slogan. But on their website they claim their aims are to “encourage and stimulate youth culture from around around the world in all its forms”.

Product’s USPGlastonbury’s USP is its wide range of different artists from different genres in one festival. This is very unique and provides a type of music for everyone, if you aren’t into rock music then you go to the stage where an artist you like is and because there is such a wide array of artists at the festival, the odds are that there will be someone there that a member of the festival will enjoy.

How will target audience access messageThe audience can access the message by following the link on the poster which will take them to the website where they can enquire about the festival and also buy tickets for the festival itself.

Glastonbury also use their posters to inform (Katz) the audience of information and details to do with the festival so that no one misses out on the opportunity to go.

Choice of mediaGlastonbury use various forms of media to advertise the festival including video adverts, poster and their website.

Campaign Message

What message are they trying to get across to the audienceThe message Glastonbury are trying to get across to the audience is who will be playing at the festival, where they can get tickets and when Glastonbury is by using simple posters and little information the print based adverts themselves so they are more appealing to look at, if the poster is full of information and words then no one will pick them up and look at them if they are going to have to read lots of different information.

Advertisements used in the campaign

For the 2013 campaign there is merchandise that was sold to promote the festival as well as advertise it. The merchandise includes t-shirts, hoodies and tank tops.

The campaign also used Facebook to promote the festival back in 2013 and advertises the festival as something really fun and something that is not to be missed.

Advertising Codes of PracticeAdvertising codes of practiceThere are 2 advertising codes of practice that describe how businesses should advertise.They cover all kinds of promotional communications, depending where the advert or promotion will appear.Non-broadcast mediaThe CAP non-broadcast code has rules that cover non-broadcast advertising (eg print, online), sales promotion and direct marketing (eg telesales and email).The code specifies standards for accuracy and honesty that businesses must stick to, including specific conditions, eg:advertising to childrencausing offencepolitical advertisingBroadcast media (eg TV, radio)You must follow the CAP broadcast code, which covers issues including taste, decency and product placement.As well as setting standards about accuracy and honesty businesses must stick to, they also have rules about things like scheduling.General broadcasting rulesYou also need to follow rules about taste, decency, product placement etc that apply to all broadcasting.These are called ‘broadcast codes’. Find out more about them on the Ofcom website.Enforcing the rulesThe rules are enforced by the Advertising Standards Authority (ASA).Anyone who thinks advertising rules have been broken can complain to the ASA within 3 months of the advert appearing.If an advert breaks the rules, it may be withdrawn. If the product doesn’t match the description or the advert breaks the law, you could be prosecuted.

Relevant Legal and EthicalMain types of adverts

Legal information

Why is there legal information on the poster if there is anyThere is no legal information on the Glastonbury poster but on their website they have a section depicting their policies for how to treat the field, toilet policies and how to maintain the environment whilst at the festival.

AlcoholThere is other information on drinking, drugs and crime prevention. Glastonbury’s policy on drinking is you must provide photo ID or you will not be allowed to buy alcohol.

DrugsGlastonbury members involved in drugs will be evicted from the site and the police around the festival will deal with said involved people.

Copyright on imagesOn Glastonbury’s website they have a copyright section that states clearly the text on the website is owned by “Glastonbury Festivals Limited” unless acknowledged to another party. Their copyright on images is stated in a paragraph on this copyright section of the website. The paragraph states that “Glastonbury Festival Limited owns the copyright in all photographs taken by employees and volunteers of the Glastonbury Festival”.

Relevant Legal and EthicalCopyrightIn advertisement there are copyright rules and regulations that companies have to follow for example the ‘Advertising Codes of Practice’ which can be found on the slide before this one.

Intellectual property rightIntellectual property is property that has been created by someone and is owned by the creator. Any logo or ‘IP’ being used needs permission from the owner otherwise they are breaching the rules. This is important for when I create my festival because if I use someone else’s IP then I could be sued or penalised for using it without permission and especially if I claim it as my own.

Model releaseA model release is a document presented when someone wants to take a picture.

RoyaltiesRoyalties are a continuing payment based on a percentage of income from the licensed asset. When licensing artwork, the person retains ownership of that work and will receive ‘Royalties’ for the work when it is used.

This links to Glastonbury because if someone wanted to use a logo from the festival then the royalties would go to the festival and not the party using the logo.

ViolenceThe festival has a section on their website dedicated to “crime reduction and personal safety”. The page is full of information and advice on how to reduce crime at the festival, how to maintain safety at the festival and how crime above all things will not be tolerated.

Offensive language, behavior and materialOffensive language or behavior is something that is bound to be an issue in this modern society but the main concern around this area is that children will be affected by the advertising if it includes any rude or age sensitive material. This applies to festival posters because when I make my own festival poster I will need to take into account that rude or age sensitive material will limit the age range that my poster targets as well as possible legal repercussions.

Public interestPublic interest is the well-being of the public or a population. Public interest is relevant to advertising because when an advertisement is created the public’s interest has to be considered. Advertising will always ask the question what effect will this have on the public? The public’s interest is always at mind when advertisements are created and will have to be when I create my poster for a festival.

http://medialiteracies21st.blogspot.co.uk/2011/02/advertising-in-public-interest.html

Legal and Ethical Considerations

Legal considerationsGlastonbury will have to consider legally if they have copied or used another company’s property, if they do this then there would be legally repercussions for Glastonbury. Ethical considerationsEthical considerations are values and principles that address ‘considerations’ of what are considered good or bad in terms of public interests or affairs.

http://www.alrc.gov.au/publications/6-ethical-considerations/what-are-ethical-considerations

Regulatory BodiesASAASA is an independent regulator for advertising in all media for the UK.

OfcomOfcom is the communications regulator for the UK and they regulate TV, radio and video media.

What can be filmedAt Glastonbury there is a specific policy that you must abide by for recording and filming the festival. The policy states that “you are free to record your own visit” and only use it for personal use at home.

What cannot be filmedYou cannot record any performance areas or the performers without their consent and this is the law. People at the festival who attempt to bring tripods and other professional photography or recording equipment may be denied entry or have these items confiscated as well.

http://www.glastonburyfestivals.co.uk/information/media/public-video-camera-policy

/

Regulatory Bodies

ASA stands for ‘Advertising Standards Authority’. The ASA regulates advertising across all media. The ASA have been around since 1961 up to present date and try to make adverts responsible and within the regulatory standards.

Regulatory BodiesOfcom is the regulator of communications in the United Kingdom. Ofcom provide services that ensure the public get the best out of their communications and are immune to scams and other practices.

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

Ofcom have a website where they explain what they do and their position in serving the public and acting in their best interest.

MethodWhere else was the advertisement placed?The poster for Glastonbury that I am studying can be found on the internet as well as in physical form.

Is the festival advertised in Kerrang?On Kerrang’s website they have a Glastonbury page where they have articles about who is going and which bands that are associated with Kerrang are attending and performing.

How much does it cost to advertiseIt would not have cost anything to put up the posters although unlikely but people may have been hired to put these posters up in areas.

When will you advertise your festivalI will advertise my festival near the beginning of the year so that people have time to buy their tickets and make arrangements long before the festival kicks off.

Persuasive techniques used• Logos• Bright colours that appeal to my audience