AS film teaser poster campaigns


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  • Students are in Band E.
  • AS film teaser poster campaigns

    1. 1. Covered so far: • The stages of a films life cycle • Conglomerates • Vertical and horizontal integration • Finance • Distribution • Digital technology • Marketing methods (traditional, quadrant, viral) • Tent poles AS media – section B Connect
    2. 2. AS media – section B Still to cover: • Production (in relation to the case study films) • Exhibition • Marketing • Audience theory • Convergence • Synergy Connect
    3. 3. Pit stop! When we look at the profile of a target audience, we consider their demographics and psychographics. What do these terms mean? Connect
    4. 4. Audience theory Demographic profile: C.R.A.I.G When we explore class, we use the NRS social grades….. Connect
    5. 5. Demographic classifications Which category do you think that you fit into? CLASS- We divide class into 5 categories: A: Upper Upper Class: i.e. Royalty/ PM etc B: Upper Class: MPs, Consultants, Lawyers, Headmasters, Bank Managers C1: Upper Middle Class: Teachers, Secretaries, Solicitors, Architects C2: Lower Middle Class: Plumbers, Electricians, Mechanics D: Upper Lower Class: Unskilled workers i.e. Shelf stackers, road sweepers, rubbish collectors E: Lower Class: Unemployed, Homeless, Non-income Students are considered Band E! However, this does not tell us much about you. We use the classification of your parent or carer instead. Complete your C.R.A.I.G with the demographic classification for you. Discover
    6. 6. Secondary audiences Not targeted in the marketing campaign. May find alternative ways of accessing the media text. Discover
    7. 7. Stuart Hall - Reception theory When a media product is made, it is aimed at a specific target audience. However, we can’t always control who will like it and who will hate it. As an audience we READ a media text in different ways. Stuart Hall created a theory about this. He thinks that we read a media text in one of three ways. Discover
    8. 8. Reception theory (Stuart Hall) • Dominant reading: the audience enjoys the media text. They will believe and agree with the media text and never question it. They will never miss an episode or edition of it. • Negotiated reading: the audience enjoys the media text but does not watch or read every episode. They might find some elements boring or unbelievable. • Oppositional reading: The audience understands the meaning of the media text but does not agree with it or enjoy it at all. They see issues or problems in it. Discover
    9. 9. Q1: How is the man treating the dog? Q2: What impact does this have on the dog? You are going to explore how poster campaigns are used to tease the audience and encourage them to watch a Film or TV drama.
    10. 10. Marketing methods • Posters and trailers (TV and film exhibition) are the most traditional marketing methods used to promote a film. • In recent years, distributors have started employing teaser posters in order to promote tent pole films. Discover
    11. 11. Can you guess the film?
    12. 12. Can you guess the TV drama? Final Destination 5 How did you know?
    13. 13. Can you guess the film?
    14. 14. Can you guess the film? Dawn of the Planet of the Apes How did you know?
    15. 15. Can you guess the film?
    16. 16. Can you guess the film? The smurfs 2 How did you know?
    17. 17. Teaser postersDiscover Teaser posters contain very little information and yet audiences are often able to recognise which TV show or film it is advertising. They are usually a simplified version of the traditional advertising poster that only work if the audience has a prior awareness Of the media text.
    18. 18. Often they create a series of teaser posters as part of a campaign. Why do you think that they have used a different character from Harry Potter in each teaser poster? Why do you think that they have not put the full title of the film on the poster?
    19. 19. Here are two posters for the TV Drama ‘Mad Men’. One is an advertising poster and one is part of a teaser poster campaign. What similarities and differences can you identify between the two? Similarities Differences Simple version. Attracts an audience who already have an understanding of the show.
    20. 20. Conventions Call to action Key information on the poster that explains, what, where to watch it or when. Simplistic layout Minimal information that creates a very clean, clear poster. Symbolic codes A strong, visual image that connotes meaning. This could be a colour, an object or a person. Genre codes A visual that gives us a strong clue as to the genre of the drama. Enigma codes A mystery created on the teaser poster. Something that intrigues the audience but is not explained.Text A title or call to action. Usually in large, bold font. Develop
    21. 21. Simplistic layout Draw an arrow pointing to the conventions Call to action Symbolic codes Text Simplistic layout Genre codes Enigma codes Evidence? What genre does it connote? What visuals can you see that have a meaning? What does it tell the audience? What questions does it create about the show? What is the denotation of the image What does the text communicate to the audience?
    22. 22. Simplistic layout Target audience demographic Secondary audience demographic and psychographic profile Target audience psychographic profile Reception theory
    23. 23. Explore the poster campaigns for both films (teaser and conventional) 1. Label each with the conventions we have explored today. 2. What target audience does each poster appeal to? Consider: -Quadrant marketing -Demographics -Psychographics -Dominant, negotiated and oppositional readings Can you tie this into a regional, national and international audience? 4.What affect does this poster have on the audience? Key words: enigma codes, convention, target audience, connotes. 5. What are the similarities and differences? 6. In your opinion, which one is most successful at promoting the film to a target audience? Explain your answer using the PEA structure. Develop
    24. 24. Date Question Key topics Jan ‘09 Discuss the ways in which media products are produced and distributed to audiences. Production Distribution Audience June ‘09 How important is technological convergence for institutions and audiences within a media area which you have studied? Technological convergence Institutions Audience Jan ‘10 “Global institutions dominate media production. These institutions sell their products and services to national audiences.” To what extent do you agree with this statement? Institutions Production Audience June ‘10 What significance does the continuing development of digital media technology have for media institutions and audiences? Digital technology Institutions audiences Jan ‘11 Discuss the issues raised by media ownership in the production and exchange of media texts in your chosen media area. Media ownership Production exchange June ‘11 “Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices”. To what extent would you agree with this statement, within the media area you have studied? Marketing Distribution Production audiences Jan ‘12 To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied? Digital distribution Marketing audiences June ‘12 “Cross media convergence and synergy are vital processes in the successful marketing of media products to audiences”. To what extent do you agree with this statement in relation to your chosen media area? Cross media convergence Marketing audiences Jan ‘13 What impact does media ownership have upon the range of products available to audiences in the media area you have studied? Media ownership audiences June ‘13 Evaluate the role of digital technology in the marketing and consumption of products in the media area that you have studied. Digital technology Marketing Consumption