Lo1 unit 15

–
Level 3 Cambridge Introductory Diploma in Media
Unit 15:
Print Based Advertising
St. Andrew’s Catholic School –
Unit 15
Harrison Cole - 2030

LO1 Contents
• LO1
•
• Target audience theories
Katz, Maslow, Hartley
and psychographics.
•
• Representation
•
• Campaign message
•
• Print-based
advertisements used in
the campaign and
copyright
•
• Legal and Ethical issues
Ofcom and ASA
•
• Method
•
• Audiovisual Aims and
objectives
•
• Audience Theories Audio
visual
•
• Representation
•
• Campaign message
•
• Legal and Ethical
•
• Method
•
• Differences and
Similarities
•
• Conclusion

Aims and Objectives
• This advertisement is for a UK band called COASTS who
are touring their new album called “A Rush of Blood”. The
aim of this poster is to help promote the band that is
touring, making sure that people are aware of who they
are and when and where they are performing. They have
social media links (synergy) at the bottom also to help
promote the tour.
• The poster also features the tour dates and locations in a
bold text underneath the bands name. Along with the
social media website that they promote they also
promote their website where you can find out more. The
imagery of the poster conveys the genre of the music. For
example this poster conveys stereotypical indie rock due
to the black leather jackets and long hair with the
additional jewellery. Finally they have mentioned where
you can purchase the tickets for the tour venues.
• At the bottom of the poster there are social media links to
Facebook and Twitter. Having the social media at the
bottom helps promote the bands tour. People are able to
go on the social media website and find out more details
about the tour. People then share and like the posts about
the tour on the social media which then helps promote
the tour.

Target Audience- Katz
• The target audience would fall into the category of diversion. This is where
they are able to escape from their reality and immerse themselves in text.
People tend to get more work and other responsibilities when they get
older. This band provides the audience with a sense of escape listening to
their music. This can be at one of their gigs or even listening to them on
your phone. People are able to escape and listen to something that reliefs
the stress in life. The target audience also falls into the personal
relationship category. This is due to the tour being advertised as they are
then able to get closer to the band at the concerts and build a relationship
with them at the concert.

Target Audience- Maslow
• The target audience for this poster would be the
survivors. This is because they want the security and
routine of knowing the band will be performing
around the UK and knowing the dates they are
touring. On the poster it gives them security because
of all the information. The target audience also relate
to the social climbers. They want to improve their
status in society by going to these gigs that are
around the UK as they are a famous band.

Target Audience- Hartley's 7
Subjectivities
• The target audience for this poster focuses on the age and gender. The
age would be 16+ as most of their lyrics are about love which
stereotypically teenagers tend to start to date at this age. The gender of
the target audience are aimed at both male and female because they are a
male band which stereotypical 16+ females will like and be ‘attracted’ to
and also most of their music is about love which can be seen as quite
feminine therefore females will like this. They appeal to the male gender
because they are a group of boys they can admirer to and relate to.
• The target audience would have to be in working/middle class to be able
to afford the tickets and transport to the gigs.

Target Audience- Socio Economic needs
• For this target audience they would fall into
the C2 onwards category. This is because
they have the skilled level to get a average
paid job. This then allows them to be able to
afford the tickets at the venues where the
band will be touring. Also they will be able to
afford the music that they put on sale in
terms of their albums. They have the income
to make sure that they can keep following
the band.

Target Audience- Psychographic
• For this target audience for the band
that are touring would be classed as
Explores. This is because they want to
seek the energy and excitement, this
can be found at the gigs that they
perform at. They want to dance and
enjoy the music that they perform.
The audience will have that instant
effect when they are listening to their
music. This would be for the younger
audience that enjoy the bands music.

Target Audience- Spending power
• The average spending power people would be paying for a ticket to see
this band would be £15. Most people would be able to afford this price,
once the bills and tax’s have been paid people have the power to spend.
Looking back at the socio economic graph the target audience will be in
the category C2 which reflects the low ticket price. As this price is very low
to go and see them play at one of their venues that is part of the tour, the
target audience from 16+ are able to afford this. Most teenagers above 16
have part time jobs with roughly the minimum wage of £5 an hour. The
gender target audience is aimed at both genders due to the music relating
to dance. Male and females at the age of 16+ can get a part time job to
earn enough money to go and see the band play.

Representation
Definition: This is someone who speaks or acts for a group of people in aid of support. This could also be a
picture, painting or a certain colour that stands for something in need of support. This can be for certain
individual people and social groups. People represent for negative causes such as violence, racism and even
sexism. Source: http://www.oxforddictionaries.com/definition/english/representation
Theory: Diana Saco “female gaze”.
Within this poster the focus is on the males being the
center of attention. The female gaze theory suggests that the
females admire the male looks on the poster. They
find the looks appealing and pleasurable to look at.
The men are acting as though they are the more
dominant than females on the poster. They appeal to
younger teenage girls as the males are also young and
good looking. They appeal to the females due to the
choice of clothing and hair styles. Such as the leather jackets
and highlighted hair. They also appeal to the females with the
build they have as well as the jewelry. There is no slogan on
the poster.

Campaign message
• The Unique Selling Point for this poster is the use of bold and detailed text telling the
audience where you are able to buy your tickets. The text also tells you where the band will
be touring and when. I have taken screen shot of this below on the left. On the poster in the
screen shot you can see that the poster have a choice of warm colours of blue, white, orange
and yellow which is also a unique selling point for the poster as the connotations of the
colours are warm and laidback like the band and their type of music. On the bottom on the
right hand side I have taken a screen shot of the social media sites for the band. This can be a
unique selling point as the people can read the tour dates on different platforms and as the
target audience are 16+ they will stereotypically be into social media. This can be read from
the website, Facebook page and twitter page. The campaign message being portrayed is
that the band are warm and friendly through the use of colours and imagery used and they
want people to come and see the band which they have given different locations so it suits as
many people as possible and they have also given social media information to make it very
simple for the audience. They have jumped straight to the point in conveying the message to
the fans when and where they are playing on tour.

Print-based advertisements used in
the campaign and copyright
Other print based advertisements are used in the campaign. For example, the
band have a website where they upload information about the Tour. Below I
have taken a screen shot of the tour dates and times the band are going on.
They have created a link at the end of the description to allow people to buy
the tickets – this you can find on their website.

Merchandising: The band promotes the band tour of 2016 by making the
merchandisers that are displayed below. The band COASTS have produced some
merchandises that convey the message that they are on their new tour for 2016.
The merchandises have the font styles and the colour of the bands house style. The
audience are then getting the message that the band are on tour – this is another
great way of advertising their Tour.

The main type of advertising that the band produce for their tour is through social media
and their website. They don’t have any billboard or TV advertising as they are a small band
and have only been producing their music for only 3 years. The band needs to create more
of an income to be able to afford the TV advert fees. They have used below the line
advertising to save money. They are in synergy with Facebook and Instagram. Facebook has
been used to advertise their tour the most. As you can see from the screen shot below, the
band have chosen to advertise their new tour on their Facebook page. This is because its
free and very effective. People can like and share the posts about the new tour. The verbal
code from the screenshot “First show of the UK tour is sold out” is a great way of
advertising as it makes the audience worry and feel the urge to buy a ticket before they all
sell out.

• The website that the band COASTS have give you all the details for their tour. The
website has the order of the tour and where and when the shows will be. Next to
each show they have placed a button which says get tickets. You are then able to
buy the tickets through the website.
• The band own all the legal rights to what you find on the website. The band are
owned by a company called capital records. They have their logo posted at the
bottom section of the website. The website doesn't’ have any terms and
conditions page. The band own the bands name trade mark. The bands name and
font style is registered which means that they own the right. People are only
allowed to use the name and font style from the bands consent.

Legal and ethical issues
• There are many different issues that you need to consider when you are
advertising. When making the advertisement for bands tour they need to
make sure that they have no copyright problems. When making the
advertisement for the band, they need to get permission from the band to
use their name on the advert, this is because the band have the ownership
over the name COASTS. This can also be known as IP, this stands for
intellectual property. This means that you own the rights to the name or
logo you have created. This can create a good income when you own the
rights. COASTS can charge the people who want to use their name In their
adverting.
• Source: http://faculty.buffalostate.edu/smithrd/PR/adethics.htm

• There are many more issues that the advertisement will have to consider
such as getting permission to use the bands logo and font style. The colour
scheme will also need to be made sure that permission is granted. If you
choose to use COASTS font style on your advertisement without the
written permission, you will have legal claims that will be made against
you. This can be lead to a charge of a sum of money.
• The target audience for this band are mainly young teenagers, this means
that the language and imagery used in the advertisement used needs to
be made appropriate. Children cant be exposed to the use of offensive
language and imagery. This would be considered offensive to the parents
of the children but this poster highlights no signs of offensive language.
• Source: http://digital-photography-school.com/model-releases-need-
know/

• When the band that are on tour are producing the printed copies, they
need to make sure there is no libel which can then be classed as
defamation . This is when something incorrect has been made in print
which people can make claims on. Things that people may find offensive
such as ethical backgrounds. Nothing can be printed with incorrect
information. Such as the price of the tickets.
• The tour also need to consider the royalties. People may want to make
some revenue of the tour with merchandises such as t shirts. Royalties is a
form of payment that needs to be paid to the legal owner. If people want
to use the registered font style and name of the band they need to pay the
royalties. Further more public interest is important as this is when you
have the welfare of the general public in mind and you need to work up to
their wants.

Print Advertisement
• There is an organization called the The Advertising
Standards Authority. They have the responsibility to
respond to the complaints that get made about certain
adverts. People complain if they get offended by the use
of language, imagery and ethnicity. The ASA will be
contacted if any adverts have breached the codes. This
is why when creating the adverts for the band COASTS
they need to make sure that its kept appropriate. The
advert will have to be questioned if they have breached
more than one of the codes. This is why the advert for
the band has been kept relevant to the bands style in
terms of music genre. Calm , friendly and very warm.
This then gives of a good impression towards the
audience. This then reduces the chances of the ASA
getting in contact due to potential complaints.
• Source:
https://www.asa.org.uk/?gclid=CjwKEAjwq6m3BRCP7If
Mq6Oo9gESJACRc0bNLUJDVS57j61Vc43o-
XKV5v39gCoyr07u9ni53HJYwRoCX0Lw_wcB

Ofcom- The office communications
• Ofcom are a service that make sure that people are not being scammed by
online adverts and other media products. They make sure that people in
the UK get the best from their communication services. If there is a
potential scam that has been found on the TV, Radio or videos then Ofcom
are the first to investigate. This service that Ofcom have are running under
the Acts of parliament. Because the band COASTS are being advertised in
the magazine that I have produced. Ofcom are very unlikely to be
investigating the advert.
• Source: http://www.legislation.gov.uk/ukpga/2003/21/contents

Method
• The advertisement for my tour of inspiration can be found on YouTube as
well as on posters. They are advertised in music magazines called
Kilmanjaro. I have taken a screen shot of the magazine and where COASTS
have been located. The advert tells the audience where and when the
band are playing. The band name COASTS is then placed over the top of
the description. This then tells the audience who the band
are. The cost of the advertisement for the YouTube
video is completely free. This is called below the line
advertisement.

Method
• The COASTS tour is advertised mainly through Facebook and Instagram. They use
the social media to advertise the tour because its free and very effective especially
because their target audience are 16 plus as they are mainly based on these social
media websites. The band advertise their tour through their website as well as
uploading a video on YouTube. The YouTube video features the songs that the
band will be playing on the new tour. The band chose the below the line
advertising because they are a small band. The income that they create isn't
enough to be able to afford the TV advertising yet. They have decided to go on
tour in June as the majority of the college students would have finished work, and
this is something that they can look forward to after exams.

Aims and Objectives
• https://www.youtube.com/watch?v=KRBpY3tjDkY
This audio visual that COASTS have created to promote their tour in 2016. They
have created the video that features their original song that they are well
known for playing. Animation of the tour dates and then locations of the
venues are played while the music is playing. At the end of the video all of the
social media links for the tour. Along with all the tour dates and venues
displayed in order. COASTS have then placed the cover of the album on top of
all dates and venues. They have chosen to add social media website links at the
end of the video to promote the tour. People are also able to find out more
about the tour and even book their tickets through them.

Target Audience- Katz
• The target audience for this theory would fall into the Personal
Relationships category. This is because the the audience can build a closer
bond with the band. The message that the audio visual is trying to convey
that the target audience cant miss this tour. This way the audience can
become a lot more closer with the band by going to see the band COASTS
play.
• The audience also fall into the Diversion category as well. This is because
people are able to escape reality and go and see this band play. People
want to be relived from stress. The audio visual is telling people to come
and see the band play and have a good time. People want to escape and
have a good time.

Target Audience- Maslow
• The target audience for this audio visual clip would fall into the social
climbers. This is because the audience want to go to the see the band and
improve their status in society. Going to the band and seeing them play
with friends can help people drive to improve their social status.
• The audience also fall into the Explores category. This is because people
want to be able to be effected by the social change. Seeing the band at a
venue can change your social status. This is because you are there with
friends having a good time listening and dancing with the band.

Target Audience- Hartley
• The target audience for this visual audio is aimed at people who are 16+.
This is because the music is related to love. The majority of the bands
lyrics are about a love story. This means the audience have to be old
enough to understand it. The gender is aimed at both as both genders can
be related to love. Both genders can relate to love as love is something
every living thing can have.
• The target audience of this theory for this class is middle class. This is
because you have to be able to afford to fund the transport to the venues
to see the band play. As well as the tickets that you need to pay for. The
prices start at £15 per person to see the band play. This means that the
younger audience that are still at school need to have a part time job. The
average wage is at £5 an hour for young peoples part time job.

Target Audience- Socio Economic needs
• For this target audience they would fall into
the C2 onwards category. This is because
they need to be able to have a well paid job
to afford the transport and tickets to see the
band play. They also need to be able to
afford to buy the bands albums. Fees such
as paying for spotify or I tunes credit to have
on your phone. They will also appeal to
below C2 in the socio economic needs
graph. This is because the band is young and
good looking. Young students will find this
appealing to look at.

Target Audience- Psychographic
• The target audience for the
psychographic graph will fall into
the Explores category. This is
because the audience want to
seek excitement. The audio
visual plays the single the band
are most famous for. The video
then displays venues where they
will play. This will make the
audience want to seek the fun in
going to see them play.

Target Audience – Spending power
• The most you will have to pay to go and see this band play will cost no more
than £15. This means that people who have paid there bills and taxes and
other fixed costs and still have money left. Can go and see the band play. The
audience have to be in the middle class as this then means that the audience
are able to afford to go and see them play. They are then also able to purchase
the album that they have released. Along with other merchandises such as T
shirts.
• For the younger audience, they need to have a part time job to be able to
afford to go and see the band play. This is if the parents or guardians who are
in the middle class don’t give them money. The part time jobs are going
around £5 an hour. This will create enough income to see the band play.

Representation
• This is someone whop speaks or acts for a group of people in aid of support.
This could also be a picture, painting or a certain colour that stands for
something in need of support. This can be for certain individual people and
social groups. People represent for negative causes such as violence, racism
and even sexism.
• Laura Mulvey “male gaze” suggests that in the screen shot below on the left
that men will find this appealing to look at. This is due to the female appearing
in a bikini presenting the female body to the audience. Diana Saco “female
gaze” suggests that females find the screen shot on the right find it appealing
to look at. This is a young male wearing sunglasses to look stylish and
appealing to look at for the females to look at.
• https://www.youtube.com/watch?v=KRBpY3tjDkY

Campaign Message
• The unique selling point for this audio video is the song choice and the tour
dates and venues that are on their tour. They have selected their number one
song that they are most known for. This then makes the band more
recognizable to the audience. The audio video also shows you all the bands
dates and venues that they are visiting on their tour. The song lyrics are part of
the message they want to convey to the audience. The lyrics say “ we fell in
love” this connotes that the band and the audience have both fallen in love
with the music.
• At the end of the video the audience are presented with the social media sites
that you can access to buy the tickets. This is a very unique selling point as
people can then access all the details and find out more about the band
through a platform they love. There is no voice over for the audio-visual just
their famous song and no slogan either.

• The advertising campaign is aimed at the young teenage and older
audience. They have appeared in Q magazine as to present their new
album that they will be featuring on their tour in the summer. They have
also used the social media website Facebook to advertise their new
album. On the left hand side they have created a humors picture for the
teens on Face book. This is used to promote the new album that they will
be playing on tour for the audience. The campaign has been spread out
over magazine and social media to help promote the bands tour with the
new album.

Legal and Ethical – Audio Visual
• There are many different issues that you need to consider when you are
advertising. When making the advertisement for bands tour they need to
make sure that they have no copyright problems. When making the
advertisement for the band, they need to get permission from the band to
use their name on the advert. This is because the band have the
ownership over the name COASTS. This can also be known as IP, this
stands for intellectual property. This means that you own the rights to the
name or logo you have created. This can create a good income when you
own the rights. COASTS can charge the people who want to use their
name In their adverting.
• Source: http://faculty.buffalostate.edu/smithrd/PR/adethics.htm

Legal and Ehtical
• There are many more issues that the advertisement will have to consider
such as getting permission to use the bands logo and Font style. The
colour scheme will also need to be made sure that permission is granted.
This is because you are using someone's else's work in yours. The target
audience for this band are mainly young teenagers, this means that the
language and imagery used in the advertisement used needs to be made
appropriate. Children cant be exposed to the use of poor language and
imagery. This would be considered offensive to the parents of the
children. 2
• Source: http://digital-photography-school.com/model-releases-need-
know/

ASA –
Regulatory Bodies
• To make sure that the adverts that are being produced over the media, there is an organization
called the The Advertising Standards Authority. They have the responsibility to respond to the
complaints that get made about certain adverts. People complain if they get offended by the use of
language, imagery and ethnicity. The ASA will be contacted if any adverts have breached the codes.
This is why when creating the adverts for the artist COLE they need to make sure that its kept
appropriate. The advert will have to be questioned if they have breached more than one of the
codes. This is why the advert for the band has been kept relevant to the bands style in terms of
music genre. Calm , friendly and very warm. This then gives of a good impression towards the
audience. This then reduces the chances of the ASA getting in contact due to potential complaints.
• Source:
https://www.asa.org.uk/?gclid=CjwKEAjwq6m3BRCP7IfMq6Oo9gESJACRc0bNLUJDVS57j61Vc43o-
XKV5v39gCoyr07u9ni53HJYwRoCX0Lw_wcB

Method
• The advertisement for my magazine can be found on YouTube as well as
on posters. They are advertised in music magazines called Kilmanjaro. I
have taken a screen shot of the magazine and where COASTS have been
located. The advert tells the audience where and when the band are
playing. The band name COASTS is then placed over the top of the
description. This then tells the audience who the band
are. The cost of the advertisement for the you tube
video is completely free. This is called below the line
advertisement.

Differences and Similarities
• There are a few differences and similarities that I have encountered with
the audio visual. The audio visual has the difference of being able to play
the bands music while advertising. The video also has the power of
animation. This can show the band in action to the
audience. They both have the similarities where
they both tell the audience when and where the
tour is going to take place. They have a similar
colour scheme to convey the bands consistent
house style.

(M1)Print based and Audio Visual
advertisement linked together
• All the adverts used all link together to convey the campaign message because
they both use the same colours, imagery and content to convey the message. The
content informs you when and where the tour will start on both advertisement.
They also both use a cloud effect as the background to the poster and audio visual
to keep up brand identity and this allows the audience to become familiar with
their house style. Having this effect will help the audience remember the house
style through this effect used in both forms of advertisement. They both have the
same logo and font style.

Conclusion
• Within this LO I have researched COASTS audio visual and print based
poster. I have researched how they have conveyed the campaign message
to the audience. I have analyzed the audience theories and the aims and
objectives of this campaign. I have also shown how they both link between
the audio visual and the poster.

Lo1 unit 15

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Lo1 unit 15

Editor's Notes