Unit 15

–
Level 3 Cambridge Introductory Diploma in Media
Unit 15:
Print Based Advertising
St. Andrew’s Catholic School –
Lauren Dowley
Candidate No.= 2044 Centre No.= 64135
Unit 15 Overview

Contents
6. LO1
7. Aims and Objectives
9. Target Audience
10. Target Audience
11. Target Audience
12. Target Audience
13. Target Audience
14. Target Audience
15. Representation
16. Representation
17. Representation
18. Representation
19. Representation
20. Campaign Message
21. Print-based Ads Used in the Campaign and
Copyright
22. Relevant Legal and Ethical Issues
31. Regulatory Bodies
33. Method
34. Method
35. Print-based vs. Audio Visual
38. Target Audience
39. Target Audience
40. Target Audience
41. Target Audience
42. Target Audience

Contents
43. Target Audience
44. Representation
45. Representation
46. Representation
47. Representation
48. Representation
50. Print-Based Ads Used in the Campaign and
Copyright
61. Method
62. Similarities and differences
63. Method
64. Conclusion
65. LO2
66. Sunset Fest Proposal
67. Spending Power
68. Mood Board Poster
69. Mood Board Advert
70. Mood Board Conclusion
71. Mind Map
72. Hand Drawn Drafts Poster
73. Hand Drawn Drafts Advert
74. Graphic Layouts 1st Idea
75. Graphic Layouts Sunset Fest Advert
76. Photo Shoot Plan Poster
77. Print of Inspiration- Analysis
78. Draft Poster Info- Artists I Will Include
79. Select fonts/ graphics/ colors

Contents
81. House Style- Sunset Fest
82. Finalize Style
83. Draft Logo Design
84. Production Plan
85. Production Plan
86. Production Plan
87. Production Plan
88. Key Dates
89. Location for Poster
90. Budget Summary- Cost of Poster Printing
91. Budget for Advert
92. Equipment
93. Staff
94. Layout
95. Location Recce
96. Risk Assessment
97. Model Release Form
98. Legal and Ethical
99. Proof-reading/ Sub-editing
100. Legal and Ethical- advertising Code
101. Conclusion
102. LO3
103. Hand Drawn Draft Poster
104. Hand Drawn Draft Advert
105. Graphic Layouts Poster
106. Graphic Layouts Advert
107. Mind Map
109. Photo Shoot Plan
110. House Style
111. Select fonts/ graphics/ colors
112. Finalize Style
113. Proof-reading/ Sub-editing
114. Production Plan
118. Key dates
119. Budget Summary- Cost of Poster Printing
120. Risk Assessment

Contents
121. Location Recce
122. Budget for Advert
123. Equipment
124. Staff
125. Print-based Advert- Step-by-Step
126. Print-based Advert- Step-by-Step
127. Conclusion
128. LO4
129. Layout
130. My Pitch
131. Conclusion
132. LO5
133. Survey Monkey Feedback
134. Survey Monkey Feedback
135. Witness Statement
136. Witness Statement- Client Likes
and Dislikes
137. Improved Print-based Advert
138. Comparison of my Advertisement
139. Safe Working Practices
140. Risk Assessment
141. Photos Used
142. Equipment
147. Hand Drawn Drafts Poster
148. Hand Drawn Drafts Advert
149. Graphic Layout Poster
150. Graphic Layout Advert
151. Does It Meet Legal and Ethical
Standards?
152. Conclusion

A) Aims and Objectives
The advert I have chosen is for the V Festival. This advert is
promoting awareness of the festival, taking place on Saturday
22nd August (Weston Park) and Sunday 23rd August (Highlands
Park).
This campaign is promoting what pop artists will be
performing, with the biggest names being the biggest stars,
creating star appeal (Richard Dyer) and making the festival
more popular. Star Appeal also increases sales, as more
people will want to buy tickets to see those who’re most
famous.
When visiting vfestival.com, there is a lot of information about
travel and the event its self, but there's also a gallery where
people have uploaded their own selfies and have created a
trend for the festival, using the hash tags ‘vfestival’ and
‘selfV’, increasing brand awareness (also increased by the
sponsorship of Virgin Media).
The festival poster has used a variety of clip art figures, people
and objects to draw attention to the target audience and
persuade them that the festival will be really fun, therefore
convincing that the vfestival is the place to be this summer.

A) Aims and Objectives
a) Sponsorship
The “V” in “Festival” stands for Virgin
Media, who is sponsoring the festival
event (and has been for the past 8
years). Adverts are broadcasted on
Channel 4 as well as ITV2 and E4,
where there are opportunities to win
tickets to this sold-out festival. The
point of these adverts are to bring
awareness to the festival to make as
many people buy tickets as possible.
This has evidently worked because
the festival has sold-out.
http://www.vfestival.com/attractions/virgin-media/
http://about.virginmedia.com/press-release/8572/live-ad-campaign-to-giveaway-last-virgin-
media-v-festival-tickets

B) Target Audience
• Maslow
– This audio visual would be categorized under
“Love and Belongingness needs”, “Esteem
Needs” and “Self-actualization needs”, as this
festival can bring friends and family closer
together, it can allow people to gain respect,
independence and achievement (keeping up with
the music trends and gaining independence from
being out with friends) and finally can gain self-
fulfillment and great experiences.
http://www.simplypsychology.org/maslow.html

B) Target Audience
• Katz
– The audience will be able to identify famous role
models who’re playing and aspire to be someone
else, as well as be entertained because the
festival will be very enjoyable and give a sense of
escapism by not having to worry about anything
else outside of the festival and finally social
interaction because the audience can share
moments together over social media, mainly by
using hash tags as well as commenting on the
artists who play.
http://www.slideshare.net/zlorhenley/uses-and-gratifications-theory-6933502

B) Target Audience
• Hartley
– Age: 14- 22
– Gender: Male or Female, as the festival is generalized
to attract more of a variety in the audience so more
people can enjoy it.
– Class: typically any class apart from upper class, as
they will not want to camp and share tents with other
people, lower class providing they can afford it.
– Ethnicity: Doesn’t matter, again because the festival is
fairly generalized, also because anyone of any
ethnicity can like pop, rock or indie music.
http://www.slideshare.net/MissMoore866/media-theory-audience-representation-narrative-
genre

B) Target Audience
• Psychographics
– Aspirers as these audiences seek status, and by going
to a fun festival and following the trends then their
status will rise.
– Explorers as these audiences seek adventure and fun
experiences and have a lot of energy, in which a
festival would be perfect.
– Strugglers as this audience seeks escape and most of
the time buy alcohol and junk food (typically in the D
or E demographic) so by contributing to a festival they
can seek escape.

B) Target Audience
• Socio-Economic needs:
– This audience ranges from C2 to E, as these
groups may be less skilled and younger so don’t
have very many time-consuming jobs or careers,
also because groups about C2 are upper class,
who wouldn’t necessarily like festivals and pop,
rock or indie music (most likely more classical and
jazz).
https://ncrafts.wordpress.com/ctec-level-3-introductory-diploma-in-
media-candidates/unit-30-uk-media-publishing/

B) Target Audience
• Pass-along audience
– This audience don’t actually buy magazines or
newspapers, the papers are passed along to them
from the original buyer (once they have finished
reading it themselves).
– Pass-along readers actually take up a high proportion
of the readership.
– This relates to me topic as once a friend has seen the
poster for the festival (and knows everything about
the festival), they then pass on the poster to a friend
who reads it, who may then pass it to another friend
and so on.
http://dictionary.cambridge.org/dictionary/english/pass-along-reader

C) Representation
• Media representations are the ways that the
media displays certain groups, communities,
experiences, ideas, or topics from a particular
ideological or value perspective.
www.tc.umn.edu/~rbeach/teachingmedia/module5/2.htm

C) Representation
• Laura Mulvey- “Male Gaze”
– Laura Mulvey believes that audiences (especially
in film) have to see female characters for a male’s
perspective, which tends to be:
http://www.slideshare.net/fleckneymike/the-male-gaze-laura-mulvey
This does not relate to the Vfestival
poster because “Male Gaze” is
normally aimed at festivals which is
more male based, for example EDM
or Dance music festivals.
The Vfestival is more Pop music
based, so this would not be suitable.
Especially when there are young
female teens (For example 14 –year-
old girls with their mum) attending
the festival.

C) Representation
• Diana Saco- “Female Gaze”
– Diana Saco states that women ‘fetishize’ over
things such us power, capability and virility
(strength or force). It is said that women can use
men as a way to motivate them (and the other
way round for men- refer back to “male gaze”).
– This could possibly be more suitable for the
Vfestival as typically more girls/ women attend
pop music festivals (for example attractive artists
like Justin Beiber would use “Female gaze”).
http://www.slideshare.net/hannahmd18/male-female-gaze?qid=d9918ad8-7b80-4c34-aab0-
f8e75fa37b55&v=&b=&from_search=1

C) Representation
• John Berger
– “Men act and Woman appear.”
– This theory portrays that men are dominant over
women and that women will follow after men.
– This theory does not relate to the Vfestival poster
because it is a Pop festival (which doesn’t involve
dominance over women).
– Similar to the male gaze theory, this theory would be
more suitable for an EDM or dance music festival,
which typically involves more male DJ’s and male
audiences.
http://www.slideshare.net/CierraThomasWilliams/berger-gendered-looking-relations

C) Representation
• General Stereotypes
– The stereotypes for the Vfestival poster would
typically be more female than male (like I have stated
in my previous theory slides) because stereotypically
there are more attractive boy bands or male solo
artists which male audiences wouldn’t be as
interested in, however if there is a large group of
friends, there is more likely a variety between male
and female.
– The festival is mainly aimed at teenagers from 16- 19.
– Ethnicity wouldn’t matter for the vfestival because
anyone of any ethnicity can like pop music.

D) Campaign Message
http://www.vfestival.com
This is vfestival’s home page. I couldn’t find a slogan for the festival however they’re
campaigning their unique selling point, which is that it’s their 21st birthday this year, so
in all of the adverts a big ‘21’ is displayed in bright and bold colors.

E) Print-Based Advertisements
Used in the Campaign and
Copyright
• Vfestival advertised themselves by making multiple competitions to promote the
festival and make the audience take part (this relates to pass-along audience). For
example:
Vfestival’s advertising is mainly
online, as their targeted audience see
more adverts on social media rather
than print based media, they also
advertise on their website. Especially
with BBC 1 Radio, as there are videos
on the festival website of different
artists who will be playing at the
festival performing covers of different
songs.
The festival’s
travel
company Most popular ticket buying company
Twitter
BBC ‘Live Lounge’ on Radio 1
http://www.vfestiv
al.com

F) Relevant Legal and Ethical
Issues
Intellectual property rights
There are four different types: Patents; Trade marks; Designs and
Copyright.
Patents define how products work, what they do, how they do it,
what they’re made of and how they’re made. These are particularly
useful for the vfestival website as it ensures everything is working
properly so the users of the website can get all of the information
they need and more (for example the latest stories about the
festival).
Trademarks will protect the name of the festival, so that no one lese
can use that name.
Designs protect the festival’s visual appearance, for example the
colors and shapes (and decorations on the website, see below).
https://www.youtube.com/watch?v=A
YiXTKbdNr4&list=PLij_WrWeezY8lmE7
_m35m_LxPm2H3bta0&index=1

Issues
opyright
Copyright is one of the main types of intellectual property;
it protects any form of text as well as images, sound
recordings, films and broadcasts. The owner of the
copyright would be the person who made the website and
the editor of it, the editors of photography and social media
websites would have their own copyright too. This is to
ensure that no one can print off sections of the website and
claim it as their own or copy certain features from the
website or poster and again use it as their own.
http://www.vfestival.com/privacy-policy/
http://www.cla.co.uk/copyright_information/copyri
ght_information

Issues
Slander/libel
Slander is ‘defamation’ (where there is a false claim) of a person through a short
form of communication for example speech.
Libel is ‘defamation’ of a person through an everlasting form of communication,
however this is more typically written than speech.
A comedian Bill Cosby faces criminal charges of sexual assault at a music festival
(Essence Music Festival), where he was seen to have ‘assistance’ from a woman to
get onto the stage, however the year before he never needed any. However there
has been defamation over this, as his lawsuit claims that: “Mr. Cosby has suffered
from a degenerative eye condition for years, which has steadily worsened and for
over a year he has been legally and functionally blind.”.
https://www.lawonthew
eb.co.uk/legal-help/libel-
and-slander
https://www.washingtonpost.com/lifestyle/style/bill-cosby-
attorneys-claim-he-is-legally-and-functionally-blind-what-role-will-
impaired-vision-play-in-his-defense/2016/03/02/756e5976-df2b-
11e5-846c-10191d1fc4ec_story.html

Issues
Model release
This is a form which photographers use so that
the model of the photo (who is over 18) gives
their consent of the use of the images (including
other subject which will be in the image).
The photographers who will be at the festival
will give the vfestival organizers a model release
form, to give their consent to give up ownership
of the photographs.
http://www.creativephotobook.co.uk/ModelR
eleaseForm.pdf

Issues
Royalties
These are paid to songwriters for when they use
compositions in CDs, records and tapes.
In order to charge royalties at a festival, there
are two tariffs which eachindividual artist will be
categorized into:
LC- Live classical: classical music concerts
LP- Live popular: pop music (this is the most
suitable for vfestival).
www.mymusicroyalties.com/types
http://www.prsformusic.com/creators/memberresources
/prsformusicroyalties/prsroyaltysources/liveconcerts/pag
es/livemusicconcerts.aspx

Issues
Violence
Vfestival must be aware of any violence that
might take place on the day, which is why those
who’re under the age of 16 must be
accompanied by an adult so that there no harm
is caused to anyone else, especially of a young
age.

Issues
Offensive language/behavior/material
Those who’re over 18 at the festival may be
drinking, so if they drink too much it would not
be a safe environment for those under the age
of 16 because of offensive language and
behavior. Therefore those under the age of 16
must be accompanied by an adult.

Issues
Public interest
The public’s interest will increase depending on
how well the festival is advertised, who will be a
part of the line up and how aesthetically
pleasing it is portrayed on the poster.

Issues
What are the legal and ethical considerations that need
to be considered by the advertisers?
All of the content that is advertised must be true, there
must also be evidence to back up what they’re saying.
For example, a celebrity (who is part of the line up) could
tweet that they’re excited to play at the festival.
When advertising to younger audiences, unethical
content must not be displayed (for example drinking or
nasty images such as violence which wouldn’t be suitable
for children or that could offend).
http://smallbusiness.chron.com/list-ethical-legal-issues-advertising-11466.html

G) Regulatory Bodies
Advertising Standards Authority (ASA)
This company takes care of complaints and checks
to see if people advertise misleading, harmful or
offensive material and takes action if so.
ASA cover most types of advertisements including:
Magazine and newspaper; Radio and TV; Television
shopping channels; online ads, for example banners
and sponsored ads as well as marketing on
companies’ own websites and social media; e-mail
ads; posters, leaflets and brochures; cinema ads;
smartphone and tables ads.
https://www.asa.org.uk
https://www.asa.org.uk/Consumers/What-we-
cover.aspx

OfCom
Ofcom is the communications regulator for: TV; radio
and video on demand channels, fixed line telecoms,
mobiles, postal services as well as the airwaves over
which wireless devices operate.
Here are a couple of things they do:
They ensure that people are protected from harmful or
offensive content; protect the privacy of those in the
industry and make sure they’re being treated fairly and
equally. There are also legal duties including keeping
high quality television and radio channels (and make sure
they’re provided by multiple companies).
http://www.ofcom.org.uk/about/what-is-ofcom/

H) Method
This festival is mainly advertised on social media
for example Facebook and twitter, along with
their sponsors, for example:
https://www.facebook.com/vfestival
https://twitter.com/vfestival?ref_src=twsrc%5Egoog
le%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
This method works
well, as most people
are on social media
(especially the target
audience); therefore
V Festival can can
post (for free) and
people can like and
share them, so there
is even more
awareness.

H) Method
When advertising my festival I will choose to
advertise it on different social media websites,
especially Facebook, which would cost £3 a day
(minimum). I will start to advertise my festival
towards the start of the year, similar to V Festival,
so there is a big build up to it (it also gives more
time for people to hear about it and more people
will be able to go with more more notice) of the
artists who will be playing. I will choose a venue
which has a large open space and is central so it is
easier to get to.

Print-Based vs. Audio Visual
https://www.youtube.com/watch?v=gdJ1zLr
1LBw
https://www.youtube.com/watch?v=WWyGRL
tAzqM
Channel 4 advert: Festival trailer 2016:

A) Aims and objectives
• The aim of this advert is to portray to the audience what it
will be like at the festival and how much fun it will be,
including the great performances of others.
• It will give the audience a better understanding of what the
lifestyle will be like whilst camping but only shows the
positives of it (however it still displays the portable toilets,
so the audience will still see the realistic side), this could
increase the sales of tickets.
• Viewers can only see at the end of the video that is it the v
festival, however throughout the video it is clear that the
video is a festival because of the tents and the outfits of
what the actors are doing in the video (for example making
their own drinks outside with a portable kettle).
Channel 4 advert

A) Aims and objectives
• The aim of this trailer is to portray not what the
lifestyle will be like but what the artists will be
like when they’re actually playing and the
crowds or other fun activities (for example the
fun fair) will be like.
2016 trailer

B) Target Audience
• Maslow
– This audio visual would be categorized under “Love and Belongingness
needs”, “Esteem Needs” and “Self-actualization needs”, as this festival
can bring friends and family closer together, it can allow people to gain
respect, independence and achievement (keeping up with the music
trends and gaining independence from not with with parents if you’re
out with friends) and finally can gain self-fulfillment and great
experiences. It could also be categorized under “Physiological Needs”
and “Safety Needs” because the viewers would see the food that is
made on site and the tents are their shelter (where they obviously
sleep). Protection would be needed for all those on site (especially
those under 16 who’re with family).
– For the trailer, most of the this will be the same, however there will be
more “social” and “esteem” needs because it displays more about the
music and being with friends rather than the safety and psychological
needs of the advert.
http://www.simplypsychology.org/maslow.html

B) Target Audience
• Katz
– The audience will be able to identify famous role models who’re playing and
aspire to be someone else, as well as be entertained because the festival will be
very enjoyable and give a sense of escapism by not having to worry about
anything else outside of the festival and finally social interaction because the
audience can share moments together over social media, mainly by using hash
tags as well as commenting on the artists who play.
– The audience will be educated because they will gain information about what
the lifestyle of the festival will be like.
– For the trailer, the audience will be educated about the date and whereabouts
of the festival and who is playing. Like the advert, the audience will be able to
identify people at the festival, for example role models with similar values or
people who we aspire to be (who’re enjoying the festival. The festival trailer can
socially interact with the audience via the hash tag “#V21st” because this can be
used and recognized most on all social media (for example Facebook, Twitter,
Instagram).
http://www.slideshare.net/zlorhenley/uses-
and-gratifications-theory-6933502

B) Target Audience
• Hartley
– Age: 14- 22
– Gender: Male or Female, as the audio visual is
generalized to attract more of a variety in the
audience so more people can enjoy it.
– Class: any class, as anyone can have an interest in
festivals and its only watching the audio visual,
however those in upper class may not appreciate it
(this is the same for the trailer).
– Ethnicity: Doesn’t matter, again because the festival is
fairly generalized, also because anyone of any
ethnicity can like pop, rock or indie music.
http://www.slideshare.net/MissMoore866/media-theory-audience-representation-narrative-
genre

B) Target Audience
• Socio-Economic needs:
– This audience ranges from C2 to E, as these
groups may be less skilled and younger so don’t
have very many time-consuming jobs or careers,
also because groups about C2 are upper class,
who wouldn’t necessarily like festivals and pop,
rock or indie music (most likely more classical and
jazz) (this is the same for the trailer).

B) Target Audience
• Psychographics
– Aspirers as these audiences seek status, and seeing
this audio visual and trailer for the festival they will be
able to message their friends to go.
– Explorers as these audiences seek adventure and fun
experiences and have a lot of energy, in which a
festival would be perfect; this is displayed in the audio
visual as well as the trailer.
– Strugglers as this audiences seeks escape and they
could escape by watching the audio visual and the
trailer and imagining themselves there.

B) Target Audience
• Pass-along audience
– This audience will see the audio visual and trailer
and possibly enjoy it or maybe have been talking
about it, so ‘pass-along’ the information about it
to their friends. The friends will then look out for
it and once they have seen it, ‘pass-along’ the
information to other friends and so on. This
information can also be shared with friends over
social media, particularly by the popular hash tag
“#V21st”.
http://dictionary.cambridge.org/dictionary/english/pass-along-reader

D) Campaign message
• The trailer for the festival doesn't’t have a message
but put more emphasis on the hash tag trend of
“#V21st” (as displayed below). The hash tags appear
with an interesting effect after every clip of a celebrity
who will be playing at the festival, so the audience will
remember to use the hash tag (for example at 0:44-
0:46 seconds) when using social media to share
information about the festival.

E) Print-Based Advertisements
Used in the Campaign and
Copyright
V festival have advertised
mainly with Virgin media, but
they also have other sponsors
which are listed on their website
below:
http://www.vfestival.com
I haven’t been able to find any flyers or billboards which
advertise the festival but there is more advertising over the
internet and their website. This will still be effective as the
specific target audience for this festival are all mainly online
not only on social media but on this website, as you can use
the internet anywhere and everywhere now.

Issues
Intellectual property rights
There are four different types: Patents; Trade marks; Designs and
Copyright.
Patents define how products work, what they do, how they do it,
what they’re made of and how they’re made. These are particularly
useful for the V Festival advert and trailer as it ensures everything is
working properly so the audience can get all of the information they
need.
Trademarks will protect the name of the festival, so that no one lese
can use that name.
Designs protect the festival’s visual appearance of the advert for
example the graphics which are specific to the festival.
https://www.youtube.com/watch?v=AYiXTKbdNr4&list=PLij_WrWeezY8lmE7_m35m_LxPm2H3
bta0&index=1

Issues
opyright
Copyright is one of the main types of intellectual
property; it protects any form of text as well as images,
sound recordings, films and broadcasts. The owner of
the copyright would be those who edited the trailer
and the advert, to ensure that no one can copy
sections of the audio visuals and claim it as their own
or copy certain graphics from the trailer.
http://www.vfestival.com/privacy-policy/
http://www.cla.co.uk/copyright_information/copyri
ght_information

Issues
Model release
This is a form which photographers use so that the
model of the audio visual (who is over 18) gives
their consent of the use of the videos (including
other subjects which will be in the audio visuals).
The photographers who will be at the festival will
give the V Festival organizers a model release form,
to give their consent to give up ownership of the
photographs.
http://www.creativephotobook.co.uk/ModelR
eleaseForm.pdf

Issues
Royalties
These are paid to songwriters for when they use
compositions in CDs, records and tapes.
Royalties in the audio visuals will go to the artist
whose music is playing in the background and
anyone who features in the audio visual, for
example David Guetta, where clips from his
different music videos are used (along with his
music in the background).

Issues
Violence
When producing the advert and trailer for the
festivals, no violence must be involved which
would be unsuitable or distressing for younger
viewers who’re under 16.

Issues
Offensive language/behavior/material
Also when producing the advert and trailer no
offensive language or unsuitable content
relating to violence can be included, again
because it would be unsuitable for the viewers
and it’s not properly displaying the point of the
festival.

Issues
What are the legal and ethical considerations that need
to be considered by the advertisers?
All of the content that is advertised must be true, there
must also be evidence to back up what they’re saying.
For example, a celebrity (who is part of the line up) could
tweet that they’re excited to play at the festival.
When advertising to younger audiences, unethical
content must not be displayed (for example drinking or
nasty images such as violence which wouldn’t be suitable
for children or that could offend).
http://smallbusiness.chron.com/list-ethical-
legal-issues-advertising-11466.html

Advertising Standards Authority (ASA)
This company takes care of complaints and checks to see if people
advertise misleading, harmful or offensive material and takes action
if so.
ASA cover most types of advertisements including: Magazine and
newspaper; Radio and TV; Television shopping channels; online ads,
for example banners and sponsored ads as well as marketing on
companies’ own websites and social media; e-mail ads; posters,
leaflets and brochures; cinema ads; smartphone and tables ads.
This means that if there is unsuitable content in either the trailer or
the advert, then I would be able to make a complaint to this website
and they would contact the producers and V Festival and ask if this
potentially harmful content could be removed.
https://www.asa.org.uk
https://www.asa.org.uk/Consumers/What-we-
cover.aspx

OfCom
Ofcom is the communications regulator for: TV; radio
and video on demand channels, fixed line telecoms,
mobiles, postal services as well as the airwaves over
which wireless devices operate.
Here are a couple of things they do:
They ensure that people are protected from harmful or
offensive content; protect the privacy of those in the
industry and make sure they’re being treated fairly and
equally. There are also legal duties including keeping
high quality television and radio channels (and make sure
they’re provided by multiple companies).
http://www.ofcom.org.uk/about/what-is-
ofcom/

H) Method
In the official trailer for the festival, the only
advertisement used is the hash tag “#V21st”
which is displayed after each artist has featured,
as seen below:
Even though there isn’t a lot of advertising, this hash tag can be used in any social media to
share information with others. Also, this hash tag is specific to the festival, so if it is mentioned
then people should automatically know what it’s about because they’ve heard it from others
and especially celebrities who have tweeted about it.

Similarities & Differences Between
Poster and Audio-Visual
The poster and audio-visual are both linked because they both talk
about V Festival and the same artists and have a consistent house
style.
• Similarities:
– Throughout my research of the poster and audio-visual for V
Festival, I have noticed that the house style and other shapes
(especially ‘21’ as its V Festival’s 21st birthday) have all remained
the same.
– Another similarity is that when referring back to the artists, the
most popular ( for example Justin Beiber and Rihanna) were
always mentioned first and displayed in the biggest font.
• Differences:
– Although in the poster, a lot more artists were named and more
information was given whereas the audio-visual was focused
more on clips of the artists.
– Also, the audio-visual uses ‘#V21st’ a lot more than on the
poster, which has more shapes and cartoons.

Conclusion
• From LO1, I have learnt about the different issues
of legal and ethical standards which I will keep in
mind when creating my own poster and advert,
for example Advertising Standards Authority
(ASA) and Ofcom.
• ‘V Festival’ is my chosen advert of inspiration and
throughout LO1 I research about the aims and
objectives, target audience, representation and
campaign message of the festival, giving me ideas
for my own festival I create in LO2.

Sunset Fest Proposal
I decided to do just one proposal for the whole campaign,
poster and advert. The proposal covers what the product
being advertised is, aims and objectives, target audience and
the campaign message.

Spending Power
Above are the ticket prices for my festival of inspiration ‘Vfestival’. If my festival was
aimed at a younger demographic only then I would create lower ticket prices than
these, however my target audience’s age ranges from 16-24 years and those who’re
over 18 have a better opportunity to get a job (apart from those who’re at university -
therefore I will create a special price just for students because they can’t work full
time) so they will most likely be able to afford higher prices.
V Festival prices:
My Festival Prices (including
booking fee):
Weekend with camping:
£179 (Students: £143.20)
Weekend tickets without
camping:
£155 (Students: £124)
Day Tickets:
£79 (Students: £63.20)
Students Get 20% off.
http://www.vfestival.com/tickets/

Mood Board
Poster
https://www.y
outube.com/w
atch?v=oKaNX-
DbIlA
I like the font
and colors of
this poster
I like the text
box
arrangements
of this poster

Mood Board Conclusion
This is a poster I have
created on photo
shop as part of my
mood board.
I used the text boxes
from one of the
posters in my mood
board and used a
similar font from a
different poster.
I really like the idea
of a sunset festival
the new music
should be really
enjoyable and some
music will be very
relaxing, so holding
the festival at a
sunset will add to
the relaxed feel and
be really enjoyable.
For the house style
I wanted to keep
the colors which
matched the
sunset, this includes
light shades of blue,
orange, yellow and
purple.
For the text boxes I
used different
complimentary
and contrasting
colors so that the
text will stand out.
However I don’t
like the placing of
the text boxes
because it looks
random and un
organised.

Mind Map
Color scheme:
Blue, yellow, orange, white
and black to match the
colors of the sun set.
Target audience:
Male and female aged 14- 24
(those under 16 will need to
have a parental guardian).
Logo names:
‘Sunset Fest’ will be my
logo because it’s short so
easier to remember and
it clearly states what the
festival is.
Frequency of release:
Release tickets in sections so it
gives more people opportunity
to get tickets if they cant make
that date of the release or don’t
have enough money.
Logo designs:
Slogan:
“New music. New memories.”
Marketing of the product:
Adverts of channel “4Music”
to reach appropriate target
audience. As well as on most
social media, for example
Facebook, Instagram, Twitter
and Snapchat.
Name of festival:
“Sunset Fest 2016”
I really liked this font on my mood
board because it looks quite casual
and fun and perfect for the beach
(especially the rough ends on the
letters), so I wanted to find
something similar.

Hand Drawn Drafts Poster
Main Title
Slogan
Main image of
sunset, supporting
the main title of the
festival.
Unique Selling Point- Ed
Sheeran who will be the
main performer of my
festival.
The color will be orange to
match the orange in the
sunset and the text is
purple, being the
complementary color, which
is also found in this sunset.
These colors match the
color of the title and slogan.
Where the festival
will be.
The colour is blue
to match the sky
and text is yellow,
being the
complementary
colour, which also
matches the sun.
When the festival
will take place.
The Colours are the
opposite of the text
box described
below.
Space for terms
and conditions
Synergy will be placed
here.

Hand Drawn Draft Advert
Ticket Prices for
students and non-
students, including
tickets with
camping as well.
Information about
camping on site at
the festival.
When the festival
will be.
Where the festival will
take place.
Details of artists who
will be there.
details about the special
guest who is performing
at the festival, also the
Unique selling point of
the festival, Ed Sheeran.
The main image and house
style will remain the same,
however there will be bigger
text boxes to contain more
information.
Space for Terms and
Conditions and Synergy.

Graphic Layouts 1st Idea
This is my graphic layout for
the ‘Sunset Fest’.
My hand drawn drafts I
created are a good starting
point towards understanding
what my poster and advert
will look like, however these
graphic layouts are set out
clearer so the most important
details are visible, for
example where the
information will go.

Graphic Layouts Sunset Fest Advert

Print Advertisement of Inspiration-
Analysis
The use of color in this
advertisement is
representative of the
target audience but not
just for the younger
demographic, also for
the older demographic
who’re in their twenties.
I would like to repeat
(Steve Neale 1980) the
use of bright color
because it is suitable for
all audiences and makes
the advertisement fun
and aesthetically
pleasing.
The biggest artists who’re
attending the festival
appear in the biggest font
in comparison with less
well-known artists, who
decrease in font size as
the names go down the
page. I would like to
‘repeat’ (Steve Neale
1980) this so that the
more popular artists are
more visible.
I will ‘change’ (Steve
Neale 1980) the layout
so my poster looks like
colored powder to
relate to my logo,
instead of the
cartoons.
The logo on the advert is very clear and is prominent over the
rest of the advertisement, making the purpose clear to the
readers.

Draft Poster Information- Artists I will
include
• My festival is a new music festival,
where there will be artists which
people have heard of, but aren’t
as popular as Rihanna for
example, as they’ve only just
started to get popular. This could
include artists such as:
– George Ezra
– Ella Henderson
– James Bay
– Gorgon City
– Royal Blood
– Years and Years
– Wolf Alice
– Jungle
– MNEK
– Duke Dumont
– Drenge
– SCUBAAs
– Catfish & The Bottlemen
– Temples
– Dusky
• This could be the line-up because
they’re all popular artists which
still range in genre, so those at the
festival don’t get bored of listening
to the same music for two to three
days.
http://www.billboard.com/photos/6451137/justin-timberlake-timeline/1

Select fonts/graphics/ colors
Sunset Fest!
This is the font that I
used for my magazine
masthead, however it
wasn’t from DaFont.
The font is ‘Hobo Std’.
I looked on DaFont.com to search
for fonts which are similar to my
advertisement of inspiration
(V Festival).
http://www.dafont.com/

Campaign Message
• Sunset Fest:
– New Music. New Memories.
• This connotes that at my festival new memories can be
made with friends and family as well as exploring the
new music there is from different and new artists.

House Style- Sunset Fest
• For the house style I wanted to keep the
colors which matched the sunset, this includes
light shades of blue, orange, yellow and
purple.
• I want the font to look casual like it would be
at a beach. I was inspired for this by a
different poster which is featured in my mood
board.

Finalize Style
• This is the final style
of my poster. I kept
the house style colors
of the sunset on the
text as well as the
boxes throughout the
poster with the
relative information.

Draft Logo Design
This is a draft logo design
for one of my festival ideas,
created from my inspiration
festival ‘Vfestival’.
This logo works well for my
festival because the colors
of the title and the
Heart shape match the
house style of my poster. It
also works well because of
the gradient in the
background which ranges
from blue to yellow to
orange, just like the colors
in a sunset, making the logo
look very relaxing and
peaceful, like my festival as
some of the new music is
slow and chilled.

Industry Standard Production Plan
Launch Date: Wednesday 13th of July- all of the steps have been completed to create
the perfect advert. After this, the Ad is judged by it’s performance to see how successful
it is.
http://www.managementstudyguide.com/swot-
analysis.htm
http://www.managementstudyguide.com/adv
ertising-process.htm

This is also the date when my poster and audio-visual will be released. I want them all
to be released on the same day because then the media will be filled with advertising
about my event and it’s likely more people will notice the festival. Also, with some
adverts people see them but by the end of the day, most of the time people forget a
poster they saw in the morning. That way readers and viewers of my poster, advert and
audio-visual will be reminded throughout the day and it will be harder to forget about the
festival (especially in busy and public places like high streets and train stations).

Key Dates
• ‘V Festival’ takes place Saturday 20th - 21st August, however my
festival will take place 18th - 21st August.
• From Wednesday 6th - 8th July my advert will be in the process of
design and creation.
• On Wednesday 13th July my ad, poster and audio-visual will all
be released.
• Also from 14th July, adverts will be released in ‘Sound of Pop!’
magazine, my main sponsorship for the festival.
• Therefore my festival will be advertised for over a month, allowing
many people to take notice of the adverts, so that they can plan
ahead for the festival.
• ‘Leeds Festival’ is taking place August 26th - 28th, however this
festival is more rock based, so shouldn’t effect my festival as it is a
completely different style of music.
http://www.timeout.com/london/music/music
-festivals-calendar-august

Location for Poster
• My poster can be seen all around Surrey as Epsom Downs
should be well-known and close to the majority of people so
it would be easier to travel to, as my advert is release quite
late (being the same month as the festival). It will also be
release throughout London (as well as on public transport so
people can read it when travelling) where there is
opportunity for many people to see my advert and take
interest.

Budget Summary- Cost of Poster
Printing
• I won’t use as many A3 posters
because they will only be used
in large public areas such as
train stations therefore I will
only need 50.
• However I will need a lot more
A4 posters because they will be
distributed throughout London,
Surrey and public transport so
100 posters should be sufficient.
http://www.alocalprinter.co.uk/uk/posters/

Budget for Advert
• I will advertise the advert in my own magazine I created ‘Sound
of Pop!’ (who will also be my main Sponsor for the festival) at
around the same time that my poster is released into London and
Surrey so as many people see it as possible. I would like to
advertise at the start of the magazine where it will be one of the
first pages readers view.
• My advert will be on a full page, costing £5,005. This is more
expensive, but it will get more views, meaning that the cost will
be leveled out by the amount of extra tickets sold from the
advert.

Equipment
Apple Mac-
£1,999
http://w
ww.appl
e.com/u
k/imac/
https://crea
tive.adobe.
com/plans?
single_app=
photoshop
&store_cod
e=gb&prom
oid=KSPGW
Photoshop:
Office Space:
https://www.findalondonoffice.co.uk/london-
locations/kensington-chelsea/
To take the images I only
need my phone camera.

Staff
• Editor: £26,942 Per
Year, Depending on
Experience.
• Marketing (Assistant):
£17,300 to £19,000
• Marketing (Manager):
£38,192
• Human Resources:
http://redsofalondon.com/blog/s
alary-survey-2/
https://www.prospects.ac.uk/job-
profiles/marketing-executive
www.payscale.com/research/UK/Job=Editor/S
alary http://www.payscale.com/research/U
K/Job=Finance_Director/Salary/ca4a6
1df/London
http://www.reed.co.uk/average-
salary/human-resources

Layout
This is the desk space and
computer that I used for
creating my advert:
This is the room that I used for
creating my advert:

Risk Assessment – Industry Standard

Model Release Form
• A model release form won’t be needed as I
will not be taking any photos of people for my
advert or poster.

Legal and Ethical
• Copyright- this is the main type of intellectual property, meaning that
when creating my ad I cannot copy other’s work and claim it for my own.
Others must do the same by not copying my work.
• Royalties- if other companies want to use a specific feature from my
advert, for example the logo, a royalty payment will be made to me every
time that logo is in use.
• Representation- the artists which are displayed on my advert represent
what type of music festival it will be (Pop music). The bright colors in the
background of my advert connote fun and happiness (V Festival- my
advert if inspiration- also includes many bright colors which I have
repeated (Steve Neale 1980) ).
• ASA (Advertising Standards Authority)/ Offensive Material- this company
acts on complaints about adverts which may have been misleading,
harmful or offensive with the content. For example, if my advert claiming
an artists was attending the festival but it was a lie, ASA would receive
complaints about this and contact me to ask me to change it.
http://www.investopedia.com/terms/r/royalty.asp?layout=orig&adtest=5noninfinite
https://www.asa.org.uk/About-ASA.aspx

Proof-reading/ sub-editing
• When creating my advert there is a possibility of
many mistakes to be made in either the writing of
the information about location of the festival,
when it will be, who is attending and other
information about camping on-site and VIP
Tickets.
• To ensure no mistakes are made before the
release of my poster and advert, a proofreader
will be hired to double-check everything. The
typical salary for a proofreader is £21,150 a year.
www.payscale.com/research/UK/Job=Proofrea
der/Salary

Legal and Ethical- Advertising
Codeshttps://www.cap.org.uk/Adver
tising-Codes/Non-
Broadcast.aspx
The Committees of Advertising Practice (CAP) write and maintain the UK Advertising Codes and
give expert advice about the rules of advertising, which are to be followed by all advertisers,
agencies and media. Anyone who does not abide by these rules are reported to ASA (Advertising
Standards Agency), who can take away or change the advert. Below are three rules which I will
need to consider:
No information in my advert can be misleading, for example the prices of the
tickets or dates of my festival.
Tickets will be sold online, so there is no face-to-face contact with any sellers,
they will also be covered for cancellation if they suddenly can’t go.
It must be clear for the
viewers that it is an advert
and is clearly identifiable.

Conclusion
• In LO2 I had the choice of creating either a festival
or a music tour for a band/ artist. I decided to
create a festival and named it ‘Sunset Fest!’. From
here on I planned my advert and poster to
promote my festival, sponsored by my magazine
‘Sound of Pop!’ (which I made in Unit 13). I
planned this through proposals, mind maps, mood
boards, hand drawn drafts & graphics layouts, a
photo-shoot plan and of course my production
plan.

Hand Drawn Drafts Poster
Main Title
Slogan
Main image of
sunset, supporting
the main title of the
festival.
Unique Selling Point- Ed
Sheeran who will be the
main performer of my
festival.
The color will be orange to
match the orange in the
sunset and the text is
purple, being the
complementary color,
which is also found in this
sunset. These colors match
the color of the title and
slogan.
Where the festival
will be.
The colour is blue
to match the sky
and text is yellow,
being the
complementary
colour, which also
matches the sun.
When the festival
will take place.
The Colors are the
opposite of the text
box described
below.
Space for terms
and conditions
Synergy will be
placed here.

Hand Drawn Draft Advert
Ticket Prices for
students and non-
students, including
tickets with
camping as well.
Information about
camping on site at
the festival.
When the festival
will be.
Where the festival
will take place.
Details of artists who
will be there.
Details about the special
guest who is performing
at the festival, also the
Unique selling point of
the festival, Ed Sheeran.
The main image and house
style will remain the
same, however there will
be bigger text boxes to
contain more information.
Space for Terms and
Conditions and Synergy.

Print-based Advert- Sunset Fest- Step-
by-Step
1. After creating a new (A4) template, I placed my
image of the sunset on the top of the page. I then
placed my second image of the waves over the top,
erasing the top of the second image so it looked like
a part of the first image. I edited both of the images
by increasing the contrast, saturation and clarity.
2. Using the pen tool and eye dropper tool I found the
correct shade of yellow (from the glow of the sun)
and lowered the opacity of the brush, then carefully
painted over the second image on the waves and
used the burn tool to create shadows over the top of
the waves (so the image looked like it was taken in
the evening).
3. At the bottom of the page I placed an image of
different pebbles and stones, which is where the
terms and condition and website address will go. I
used a low opacity eraser so that the pebbles blend
in a look like they water is covering them (I changed
the arrangements of the layers and the perspective
of the image with the free transform tool).
4. After choosing the correct font and size I typed out
my main heading and created a drop shadow to
make the text stand out. I then typed the slogan
underneath. Again using the eye dropper tool, I
chose a color from the sunset image for the main
heading and the complimentary color of this for the
slogan.

Print-based Advert- Sunset Fest- Step-
by-Step
5. I created text boxes for the
information about the festival and
used the eye dropper tool to find
the same shade of orange and
purple as in the main heading and
slogan, then yellow and blue for the
other boxes.
6. Using a specific sized brush I
carefully erased the edges of the
boxes leaving a distorted effect and
added drop shadows to the titles in
the boxes, then moved the boxes
(along with the text) to the specific
places on the page
7. I carried out a final check to make
sure everything was spelt correctly
and that everything was in line,
using the ruler tool.

Conclusion
• In LO3 I re-evaluated documents such as my
hand drawn drafts and graphic layouts
however I also planed how my advert and
poster would be edited via proof-reading and
sub-editing which is a part of the staff who
would needed to be hired.

My Pitch
• Here is the link to my pitch in Prezi:
https://prezi.com/8w-p2okwf_fc/untitled-
prezi/?utm_campaign=share&utm_medium=co
py

Conclusion
• Once everything was prepared for my advert
and poster I then pitched my ideas I had in
mind to a client, who then gave me feedback
in LO5.

Survey Monkey Feedback
• I chose survey monkey as my main format to gain
feedback on my pitch and campaign pages
because it’s a professional layout which gave me a
varied choice of styles for my questions to analyse
the results after in a clear and easy way.
– Overall the information, presentation, adverts and
production plan were some of the main positives
about my pitch, however, to improve my pitch I
could’ve linked the campaign message more clearly
with my adverts.

Witness Statement
After
presenting my
pitch, the client
filled out a
witness
statement
form.

Witness Statement- Client likes and
dislikes
The client has said my pitch was
‘fantastic’ and ‘clearly communicated’
“The pre-production materials the
student has created are excellent and
really highlight exactly what she wants
her advert and poster to look like.”
However I could’ve improved on my
Photoshop work by making ‘Terms and
Conditions smaller and remove some of
the information, so that it fit better on
the page.
I could’ve also improved by increasing
the size of the date for the festival with
a stroke around it so it is more visible.

Changes made to my Print-Based
Advertisement
I made the text a different color so that it was
more visible, as well as ‘Terms and
Conditions’ smaller.
I made the text bigger and
added a stroke so that it
was more noticeable and
clear.

Comparison of my Advertisement
In comparison to my festival of inspiration, my advert doesn’t give as much information about the
artists who’re attending the festival, however the only information found on V Festival’s poster/
advert is about the artists, date and whereabouts of the festival. My advert gives very specific
details about where the festival will be, information about camping on-site and ticket prices for
anyone who could be attending (such as students , who get a discounted price). All of my
information is segregated into text boxes as well, which makes the layout clearer and the colors
match the house style of the sunset but they’re still visible colors and are aesthetically pleasing.

Safe Working Practices
• In my poster and advert I have combined two images into one so I had to
crop both images so that there wasn’t any unnecessary details and the
pictures would merge natural together. I also used the rubber tool with a
range of opacities so make both images blend.
• I used the ruler tool for when I was drawing boxes on my poster and
advert as well as the text boxes so they were all aligned perfectly with
each other.
• In order to maintain the house style of my poster and advert I used a
helpful tool called the ‘Eye Dropper tool’, which allowed me to select
another color that was already on the page so that I could use the same
color. I could also save the selected color to ‘Swatches’ so that in the
future I could use the same color as before.

Photos Used
These are the two images that I used
for creating my poster and advert. I
used the left image and cropped out
the sunset (up to the sea line), then I
used the second image (right) and
cropped out just the waves (from the
sea line onwards). The boxes outline
exactly what part of both images that
I used. I of course edited these
images by increasing the vibrancy,
contrast, saturation and clarity so the
images looked more professional. I
edited these images further so they
would both look like one main image
when placed together on the same
page. To take these images, I only
used my phone camera, which at the
time was a Samsung S4.

Does it meet legal and ethical
standards?
• My poster and advert have indeed met legal
and ethical standards because there is no
information which is offensive, misleading nor
anything which includes defamation or libel as
there is no false information on my poster or
advert. There are also no copyright issues, as I
created all of the text and the logo/ title of
festival myself, as well as taking my own
photos.

Conclusion
• After presenting my pitch, I sent out a survey
via ‘Survey Monkey’ to the client asking them
about the positives and negatives of my pitch
and if they would consider going to the
festival.
• I was also given feedback on ways to improve
my Photoshop advert, which I took on board
and added to my advert.

Unit 15

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Unit 15