4. Aims and objectives
The advertising campaign for Boardmasters 2015 is displayed in the
screenshot to the right. Boardmasters is a festival that takes place in
the peak of summer, typically at the beginning of August. This
evidently influences the summer theme throughout the poster; this
being since the entire background is an image captured from the
previous year (2014) of Boardmasters. The main image of the poster
is to draw attention to the most important features of the poster.
However it does it in a very unique way, this being because the
image draws attention to the background of poster. The sunset on
the beach with thousands of people in one place enjoying the same
music, creates a magical setting which instigates people to desire to
attend the festival. Boardmasters is no different to other festival
organizers in the sense that they divert the main attention to the
lineup of the festival. This is evidently the best way to market a
festival because the stronger the lineup with artists with a following,
the more people will be interested and desperate to visit.
Source: http://www.boardmasters.co.uk/press
5. Target audience is essentially the key criteria that event planners not
just specifically festival organizers need to follow. This is because the
theme of the posters is reflected by separate entities. This covers,
the age of a attendees, the type of artists that would appear at the
events. This would ultimately have a great impact on the way in
which the poster is developed in terms of colour scheme and design.
The imaged displayed on the right is the Boardmasters lineup poster
from 2015. This poster is very typical of a product that would be
appealing to the age range of ‘16-25’. This being because the
background image of the poster is an image captured from the
previous year of the festival (2014) is displaying the location of the
festival on a beach with a sunset. Many young festival goers would
find this poster appealing as they would picture this location as the
dream destination to visit with their friends and escape from reality.
Target audience
6. Hartley's Theory:
The Harley classification contains 7 categories in order to identify
the audience of a magazine. Examples of this includes: Self, gender,
age group, class, ethnicity, family and nation. This theory is useful as
it enables media analysts to be able to place a particular form of
media or product content in a specific industry or genre. A popular
and notorious quotation from Hartley reads “Genre’s are agents of
ideological closure; they limit the meaning potential of a given text.”
Factors which categorize a media product:
Gender: Boardmasters is no different to any other festival in the
sense that it appeals to both genders. There is no limitations that
stop either gender from being appealed to the festival.
Age-group: This poster is very typical of a product that would be
appealing to the age range of ‘16-25’. This being because the
background image of the poster is an image captured from the
previous year of the festival (2014) is displaying the location of the
festival on a beach with a sunset. Many young festival goers would
find this poster appealing as they would picture this location as the
dream destination to visit with their friends and escape from reality
Class: Festivals are a place which has no social ladders in terms of
class; this being because any type of individual has the ability to
attend as music taste generally has little to do with the class of the
individual.
Target audience (Hartley)
7. Katz Uses and Gratifications Theory:
Kat’z theory is a popular medium for understanding mass
communication; the theory focuses on the consumer or the
readership instead of the actual message itself. This theory is useful
as it assumes that readers are not passive readers but instead they
take an active role of interpreting or integrating the media into their
own lives. Moreover the theory outlines that the readers are
responsible for choosing the correct media in order to fit their needs,
this means that readers can access information that is useful and
enables them to benefit from what they have read in some way.
When a reader actively looks for media to consume they are typically
seeking for it in order to gratify a need, an example of this is in social
situations people may feel more confident and knowledgeable after
having read the media. Kat’z theory highlights four way a reader will
respond to the product; the first is diversion, this means that the
media that festival attendees are consuming acts as a form of
escapism from their everyday life. Potential these festival goers are
turning up to the festival as a way of escaping their own reality. The
next of the four ways is personal relationships, this is the idea that
music lovers feel that after attending a festival, people feel as though
they can relate and feel like they personally know and understand
the artists that they watched. These are the main two categories that
would affect the younger generation attending the festivals.
Target audience (Katz
Uses and Gratifications Theory)
8. Psychographics & Socio Economic needs:
Psychographics: This is a way of segmenting the market into
groups based on social class, lifestyle and personality. This is
based on the assumption that particular products and
purchases will reflect that consumers characteristics and
patterns of living. Having considered that the target
audience for the Boardmasters festival is 16-25 it begins to
become clearer which type of category the attendants
would fit into. The vast majority of festival goers would be
considered as mainstreamers this being because people
may simply be following their friends peers around them.
This would mean they may not be going to the festival
because they are particularly excited about the choice of
music; but rather the experience that the event will provide
them. Other festival goers may be considered as strugglers;
these are the sorts of individuals that may be going through
as struggle or difficult period of their lives and they are
seeking a temporary escape to enjoy themselves and not
have to worry about their less exciting lives.
Target audience (Psychographics & Socio
Economic needs )
Source: https://www.localdirective.com/what-we-do/market-
segmentation/psychographic/
9. Representation:
Representation defines as, ‘The description or portrayal of someone or
something in a particular way.’ Essentially in relation to the festival poster it
means that the media product has been created based off a certain criteria
in order to appeal to a particular range of people. In this case the festival
organizers are intending to appeal to the younger generation, aged 16
through to 25. Therefore the entire theme of the festival will be centralized
around catering for the tastes of this generation. Stereotypically the
majority of festival goers that visit Boardmasters will be groups of friends
and young adults; this being because the tastes of music is intended for this
age range. Furthermore, John Berger (1972) formulated the theory ‘men
act woman appear’; this is directly linked to behavior at festivals because
men will often star at women dressed in revealing clothing. Although this
does apply to women as well since the ‘female gaze’ (Diana Saco) this
applies as young girls often become excited by attractive males in boy
bands. In addition all major festivals, including Boardmasters are known for
struggling to combat the consumption of various different degrees of drugs.
Whilst this poses a severe security threat to organizers, they unfortunately
cannot combat this. The reason for this being because the type of people
who are at festivals to take drugs and cause trouble are the vast majority of
festival goers. Therefore festivals will continue to appeal to theses types of
people because they provide such as huge amount of revenue for festival
planners.
Representation
Source:
https://en.oxforddictionaries.com/definition/representation
10. Campaign message:
The main image of the poster is to draw attention to the most important
features of the poster. However it does it in a very unique way, this being
because the image draws attention to the background of poster. The sunset
on the beach with thousands of people in one place enjoying the same
music, creates a magical setting which instigates people to desire to attend
the festival. Boardmasters is no different to other festival organizers in the
sense that they divert the main attention to the lineup of the festival. This is
evidently the best way to market a festival because the stronger the lineup
with artists with a following, the more people will be interested and
desperate to visit. The festival itself takes place within the first two weeks
of August; this is evidently prime time host a festival for numerous reasons.
Firstly a lot of people will be off for the summer, whether that be students
in high school, college or university the will all be rearing to party during
the middle of summer. Secondly since the festival is held on the beach the
best sorts of weather is generally in the summer months meaning the ideal
conditions for people to party. The poster itself has numerous different
elements that make it appear attractive to the younger generation. This
being the use of hash tag that is located at the bottom of the poster which
reads ‘hash tag we believe in summer.’ This overall highlights the age range
which the festival is hoping to attract. This is because the younger
generation are the ones who are contently engaging on social media.
Campaign message
Source:
https://en.oxforddictionaries.com/definition/representation
11. Print based advertisements:
In order to raise awareness for the brand of the festival there a
numerous different advertisements. This not only benefits the
business that they are promoting, but in return they evidently
obtain a large revenue. But predominantly it allows the festival to
create synergy in terms of brand awareness. Furthermore the
main way in which the festival of Boardmasters is publicized is
through posters. The poster which are displayed to the right
demonstrate the 2015 (right) and 2017 (left.) Furthermore there
is also merchandise sold on site and demonstrated in the
screenshot below from the Boardmasters site. Whilst
merchandise is a product that is purchased whilst at the festival it
does mean that it creates brand awareness to intrigue new
visitors for the festival next year.
Print based advertisements
Source: http://www.boardmasters.co.uk/whatson/shopping
12. To begin understanding Copyright we must first identify what Copyright means;
it’s the exclusive right to make copies, license, and otherwise exploit a literary,
musical, or artistic work, whether printed, audio or video; This gives the author
rights to the works until death and for 70 years following their death. The
Copyright law was first thought of in 1709 by the Statute of Anne; by 1911 The
Copyright Act was passed. The main aim of this was to reduce and hopefully
eliminate plagiarism of an individuals work. When the law was altered in 1988 it
effectively means that writers and photographers have their own rights for their
content; this is particularly notable in modern day festival content creators you
will be able to find rights assigned to the photographer under the image. This is
due to copyright reasons, however this may not have been visible before the act
was passed.
Copyright is prominent throughout all festival branding, it is most notably
identified on pages with advertisements; external advertisers will typically
include their Copyright tag at the bottom of their advertisement to highlight how
the content is owned by them. The small screenshot presented at the bottom of
the slide highlights how whilst not all magazines will have a distinctive copyright
tag, most will ensure to include a form of identification. Typically this will include
the masthead title, data or issues title. Throughout the music industry various
unique ways of including the copyright tag have been established; for examples
some magazines will include the copyright tag next to their logo or masthead to
make it clear to consumers and external businesses that they should not be able
to use their content. Whilst other establishments will include a ‘R’ tag on their
content to highlight that they are the real company and not a fake or spin off
organisation.
Legal and Ethical (Copyright)
Source:
http://www.dictionary.com/browse/copyright
https://www.copyrightservice.co.uk/copyright/p01_uk_copyright_law
13. When designing a brand for a festival and deciding on the way in which you
want the event to be advertised companies must make sure that the way in
which they are producing advertisements is different to any other business.
Notably in the past there have been organization that have filed huge law
suits again other businesses in the industry for plagiarizing a similar colour
scheme or advertisement technique. The ASA (Advertising Standards
Agency) is a self-regulator that is based in the United Kingdom with the sole
purpose of monitoring the forms of advertisements used in Television,
Media and business.
Another element that is useful for monitoring the content within magazines
is the EFF (Electronic Frontier Foundation,) this independent institution is
based in California and it works towards achieving user privacy, Free
expression and policy analysis. They do this to promote new technologies
and innovative future projects whilst preserving the integrity of people’s
personal lives.
Legal and Ethical (Regulatory bodies)
Source: https://www.theguardian.com/media/2011/jul/14/regulation-
pcc-newspaper
https://www.eff.org/about
14. In order to appeal to the younger generation Boardmasters created a term
called ‘Glamping’ which essentially means glamorous camping. This is
where people can purchase glamorous tents for rent for a certain number
of days of the festival. This comes as a package deal to allow Boardmasters
to highlight the benefit of purchasing these packages to potential visitors.
Boardmasters is not unique in terms of the way in which they market their
ticket bundles. Other festival organizers such as Wireless, Reading/Leads
and V Fest sell their tickets in bundles that mean you are able to purchase a
three of four day pass for a cheaper rate.
Method
16. Aims and objectives
The advertising campaign for Boardmasters 2015 is displayed in the
screenshot to the right. Boardmasters is a festival that takes place in
the peak of summer, typically at the beginning of August. This
evidently influences the summer theme throughout the poster; this
being since the entire background is an image captured from the
previous year (2014) of Boardmasters. The main image of the poster
is to draw attention to the most important features of the poster.
However it does it in a very unique way, this being because the
image draws attention to the background of poster. The sunset on
the beach with thousands of people in one place enjoying the same
music, creates a magical setting which instigates people to desire to
attend the festival. Boardmasters is no different to other festival
organizers in the sense that they divert the main attention to the
lineup of the festival. This is evidently the best way to market a
festival because the stronger the lineup with artists with a following,
the more people will be interested and desperate to visit.
Source: http://www.boardmasters.co.uk/press
17. Target audience is essentially the key criteria that event planners not
just specifically festival organizers need to follow. This is because the
theme of the posters is reflected by separate entities. This covers,
the age of a attendees, the type of artists that would appear at the
events. This would ultimately have a great impact on the way in
which the poster is developed in terms of colour scheme and design.
The imaged displayed on the right is the Boardmasters lineup poster
from 2015. This poster is very typical of a product that would be
appealing to the age range of ‘16-25’. This being because the
background image of the poster is an image captured from the
previous year of the festival (2014) is displaying the location of the
festival on a beach with a sunset. Many young festival goers would
find this poster appealing as they would picture this location as the
dream destination to visit with their friends and escape from reality.
Target audience
18. Hartley's Theory:
The Harley classification contains 7 categories in order to identify
the audience of a magazine. Examples of this includes: Self, gender,
age group, class, ethnicity, family and nation. This theory is useful as
it enables media analysts to be able to place a particular form of
media or product content in a specific industry or genre. A popular
and notorious quotation from Hartley reads “Genre’s are agents of
ideological closure; they limit the meaning potential of a given text.”
Factors which categorize a media product:
Gender: Boardmasters is no different to any other festival in the
sense that it appeals to both genders. There is no limitations that
stop either gender from being appealed to the festival.
Age-group: This poster is very typical of a product that would be
appealing to the age range of ‘16-25’. This being because the
background image of the poster is an image captured from the
previous year of the festival (2014) is displaying the location of the
festival on a beach with a sunset. Many young festival goers would
find this poster appealing as they would picture this location as the
dream destination to visit with their friends and escape from reality
Class: Festivals are a place which has no social ladders in terms of
class; this being because any type of individual has the ability to
attend as music taste generally has little to do with the class of the
individual.
Target audience (Hartley)
19. Katz Uses and Gratifications Theory:
Kat’z theory is a popular medium for understanding mass
communication; the theory focuses on the consumer or the
readership instead of the actual message itself. This theory is useful
as it assumes that readers are not passive readers but instead they
take an active role of interpreting or integrating the media into their
own lives. Moreover the theory outlines that the readers are
responsible for choosing the correct media in order to fit their needs,
this means that readers can access information that is useful and
enables them to benefit from what they have read in some way.
When a reader actively looks for media to consume they are typically
seeking for it in order to gratify a need, an example of this is in social
situations people may feel more confident and knowledgeable after
having read the media. Kat’z theory highlights four way a reader will
respond to the product; the first is diversion, this means that the
media that festival attendees are consuming acts as a form of
escapism from their everyday life. Potential these festival goers are
turning up to the festival as a way of escaping their own reality. The
next of the four ways is personal relationships, this is the idea that
music lovers feel that after attending a festival, people feel as though
they can relate and feel like they personally know and understand
the artists that they watched. These are the main two categories that
would affect the younger generation attending the festivals.
Target audience (Katz
Uses and Gratifications Theory)
20. Psychographics & Socio Economic needs:
Psychographics: This is a way of segmenting the market into
groups based on social class, lifestyle and personality. This is
based on the assumption that particular products and
purchases will reflect that consumers characteristics and
patterns of living. Having considered that the target
audience for the Boardmasters festival is 16-25 it begins to
become clearer which type of category the attendants
would fit into. The vast majority of festival goers would be
considered as mainstreamers this being because people
may simply be following their friends peers around them.
This would mean they may not be going to the festival
because they are particularly excited about the choice of
music; but rather the experience that the event will provide
them. Other festival goers may be considered as strugglers;
these are the sorts of individuals that may be going through
as struggle or difficult period of their lives and they are
seeking a temporary escape to enjoy themselves and not
have to worry about their less exciting lives.
Target audience (Psychographics & Socio
Economic needs )
Source: https://www.localdirective.com/what-we-do/market-
segmentation/psychographic/
21. Representation:
Representation defines as, ‘The description or portrayal of someone or
something in a particular way.’ Essentially in relation to the festival poster it
means that the media product has been created based off a certain criteria in
order to appeal to a particular range of people. In this case the festival organizers
are intending to appeal to the younger generation, aged 16 through to 25.
Therefore the entire theme of the festival will be centralized around catering for
the tastes of this generation. Stereotypically the majority of festival goers that
visit Boardmasters will be groups of friends and young adults; this being because
the tastes of music is intended for this age range. Furthermore, John Berger
(1972) formulated the theory ‘men act woman appear’; this is directly linked to
behavior at festivals because men will often star at women dressed in revealing
clothing. Although this does apply to women as well since the ‘female gaze’
(Diana Saco) this applies as young girls often become excited by attractive males
in boy bands. In addition all major festivals, including Boardmasters are known
for struggling to combat the consumption of various different degrees of drugs.
Whilst this poses a severe security threat to organizers, they unfortunately
cannot combat this. The reason for this being because the type of people who
are at festivals to take drugs and cause trouble are the vast majority of festival
goers. Therefore festivals will continue to appeal to theses types of people
because they provide such as huge amount of revenue for festival planners.
However, although festivals have poor ratings in the media due to anti social
behavior and supposed disgraceful behavior towards women. The image to the
right evidently opposes this. This screenshot is captured from 10 seconds into
the trailer for Boardmasters 2015 it evidently demonstrates both men and
women equally enjoying the festival. This therefore subverts typical
representation of the different genders at festivals; the trailer actively aims to
subvert this common thought as it projects both genders equally having a good
time and partying together, creating a sense of unity around the festival.
Representation
Source:
https://en.oxforddictionaries.com/definition/representation
22. Campaign message:
The main image of the poster is to draw attention to the most important
features of the poster. However it does it in a very unique way, this being
because the image draws attention to the background of poster. The sunset
on the beach with thousands of people in one place enjoying the same
music, creates a magical setting which instigates people to desire to attend
the festival. Boardmasters is no different to other festival organizers in the
sense that they divert the main attention to the lineup of the festival. This is
evidently the best way to market a festival because the stronger the lineup
with artists with a following, the more people will be interested and
desperate to visit. The festival itself takes place within the first two weeks
of August; this is evidently prime time host a festival for numerous reasons.
Firstly a lot of people will be off for the summer, whether that be students
in high school, college or university the will all be rearing to party during
the middle of summer. Secondly since the festival is held on the beach the
best sorts of weather is generally in the summer months meaning the ideal
conditions for people to party. The poster itself has numerous different
element that make it appear attractive to the younger generation. This
being the use of hash tag that is located at the bottom of the poster which
reads ‘hash tag we believe in summer.’ This overall highlights the age range
which the festival is hoping to attract. This is because the younger
generation are the ones who are contently engaging on social media.
Campaign message
Source:
https://en.oxforddictionaries.com/definition/representation
23. Campaign message:
The main image of the poster is to draw attention to the most important
features of the poster. However it does it in a very unique way, this being
because the image draws attention to the background of poster. The sunset
on the beach with thousands of people in one place enjoying the same
music, creates a magical setting which instigates people to desire to attend
the festival. Boardmasters is no different to other festival organizers in the
sense that they divert the main attention to the lineup of the festival. This is
evidently the best way to market a festival because the stronger the lineup
with artists with a following, the more people will be interested and
desperate to visit. The festival itself takes place within the first two weeks
of August; this is evidently prime time host a festival for numerous reasons.
Firstly a lot of people will be off for the summer, whether that be students
in high school, college or university the will all be rearing to party during
the middle of summer. Secondly since the festival is held on the beach the
best sorts of weather is generally in the summer months meaning the ideal
conditions for people to party. The poster itself has numerous different
element that make it appear attractive to the younger generation. This
being the use of hash tag that is located at the bottom of the poster which
reads ‘hash tag we believe in summer.’ This overall highlights the age range
which the festival is hoping to attract. This is because the younger
generation are the ones who are contently engaging on social media.
Campaign message
Source:
https://en.oxforddictionaries.com/definition/representation
24. Print based advertisements:
In order to raise awareness for the brand of the festival there a
numerous different advertisements. This not only benefits the
business that they are promoting, but in return they evidently
obtain a large revenue. But predominantly it allows the festival to
create synergy in terms of brand awareness. Furthermore the
main way in which the festival of Boardmasters is publicized is
through posters. The audio visual is used to demonstrate through
evidence the way in which the festival is performed. The
screenshots present below accurately identify what the audio
visual is offering to potential festival goers. Evidently
Boardmasters is a unique festival as it combines both the love for
music and the festival atmosphere with surfing which is the
unique sport for the area.
Audio visual advertisements
Source: https://www.youtube.com/watch?v=xefpDdwiwo0
25. To begin understanding Copyright we must first identify what Copyright means;
it’s the exclusive right to make copies, license, and otherwise exploit a literary,
musical, or artistic work, whether printed, audio or video; This gives the author
rights to the works until death and for 70 years following their death. The
Copyright law was first thought of in 1709 by the Statute of Anne; by 1911 The
Copyright Act was passed. The main aim of this was to reduce and hopefully
eliminate plagiarism of an individuals work. When the law was altered in 1988 it
effectively means that writers and photographers have their own rights for their
content; this is particularly notable in modern day festival content creators you
will be able to find rights assigned to the photographer under the image. This is
due to copyright reasons, however this may not have been visible before the act
was passed.
Copyright is prominent throughout all festival branding, it is most notably
identified on pages with advertisements; external advertisers will typically
include their Copyright tag at the bottom of their advertisement to highlight how
the content is owned by them. The small screenshot presented at the bottom of
the slide highlights how whilst not all magazines will have a distinctive copyright
tag, most will ensure to include a form of identification. Typically this will include
the masthead title, data or issues title. Throughout the music industry various
unique ways of including the copyright tag have been established; for examples
some magazines will include the copyright tag next to their logo or masthead to
make it clear to consumers and external businesses that they should not be able
to use their content. Whilst other establishments will include a ‘R’ tag on their
content to highlight that they are the real company and not a fake or spin off
organisation.
Legal and Ethical (Copyright)
Source:
http://www.dictionary.com/browse/copyright
https://www.copyrightservice.co.uk/copyright/p01_uk_copyright_law
26. When designing a brand for a festival and deciding on the way in which you
want the event to be advertised companies must make sure that the way in
which they are producing advertisements is different to any other business.
Notably in the past there have been organization that have filed huge law
suits again other businesses in the industry for plagiarizing a similar colour
scheme or advertisement technique. The ASA (Advertising Standards
Agency) is a self-regulator that is based in the United Kingdom with the sole
purpose of monitoring the forms of advertisements used in Television,
Media and business.
Another element that is useful for monitoring the content within magazines
is the EFF (Electronic Frontier Foundation,) this independent institution is
based in California and it works towards achieving user privacy, Free
expression and policy analysis. They do this to promote new technologies
and innovative future projects whilst preserving the integrity of people’s
personal lives.
Legal and Ethical (Regulatory bodies)
Source: https://www.theguardian.com/media/2011/jul/14/regulation-
pcc-newspaper
https://www.eff.org/about
27. In order to appeal to the younger generation Boardmasters created a term
called ‘Glamping’ which essentially means glamorous camping. This is
where people can purchase glamorous tents for rent for a certain number
of days of the festival. This comes as a package deal to allow Boardmasters
to highlight the benefit of purchasing these packages to potential visitors.
Boardmasters is not unique in terms of the way in which they market their
ticket bundles. Other festival organizers such as Wireless, Reading/Leads
and V Fest sell their tickets in bundles that mean you are able to purchase a
three of four day pass for a cheaper rate.
Method
28. Link between poster and audio visual
The audio visual and poster are closely linked since they are
notably from the same year. This is notable firstly since the logo
is the same on both the poster and when it appears on the
advert for the festival. They are also closely linked since the
poster is evidently set on a beach giving off a surfing vibe.
Similarly the advertisement evidently demonstrates how there is
a surfer enjoying a different element of the festival.
29. To conclude LO1 was about comparing the audio visual and print based
advertisement for Boardmasters festival. The aim of this is to investigate
two different methods of advertising a product; evidently there are two
very different way of increasing brand awareness for you festival. Posters
are useful as they can be physically printed in order to be on view for the
general public. But they also have the capability of being used as
advertisements on various different social media platforms. Whereas, the
audio visuals would only be displayed as a trailer such as the 2015 video we
discussed on the previous slide. This however is not the most likely method
of
Conclusion
