2. Introduction
In Unit 15 I will be gaining further knowledge about print based products and
how they are used within advertising campaigns. Moreover, I will produce a
poster and flyer for the advertisement and main insight to the festival which I
will be creating. Poster will be outlines of the festival and the flyer including
greater information which is necessary for goers to have further
understanding of the event. This festival will have some relevance to the
magazines I created in Unit 13. Furthermore, the festival will collaborate with
other organizations to gain popularity inevitably gross profit.
3. Print Based Advertising
Print based advertising is promotions found within print
based media products such as newspapers, magazines,
flyers and posters
4. Aims and Objectives
The aim of this poster is to address the reader about the festival
and information corresponding it. The poster included necessary
information that are important in attracting target audiences.
Throughout the poster it needs to highlight the main artists as
well as many other artists that will be performing during the time
of the festival. Main artists being the major acts that are
considered to be most popular playing. Large text is used for this
as to make audiences aware who is playing.
The one dance festival poster, includes many images of festival
goers. This attracts audiences as it clearly displays the festival
being considered to be good as many people thoroughly enjoy it.
There will be a variety of sponsors present on the poster to
illustrate what they can expect at the festival.
http://toomanyblogs.co.uk/wp-
content/uploads/2016/06/bestival-2016-phae-1-lineup.jpg
5. Target Audience
From denoting the poster's and promotional products that
have been released prior to the festival, I would connote the
target audience being of 16-34 year olds (Maslow). Drum
and Bass being ever popular in the 1990s and now gaining
popularity again the audiences will be of mixed nature. 34
years old being the suitable age limit to which I believe the
One Dance Festival appeals to. Especially using the poster,
you can deduce that the audience is of ages 19-21.
Furthermore, as Drum and Bass incorporates a number of
styles due to its original influence, this also attracts different
cultures, for example being that are into dub and reggae.
Moreover, the socio-economic could be of wide variety due
to this. The socio-economic status I believe the One Dance
festival will be trying to aim for is the B group to C2 skilled
working class
In addition, the house styles that have been primarily used
throughout the campaign are of a variety of 80s like theme
(Katz) but remastering it to 21st Century. This deducing why
many youths are into vintage media and products as they
are less mainstream.
6. Representation
The majority of people that go to festivals especially the ones I have
used as my inspiration for the one which I will be creating are young.
This could coincide with the acts that play at the festivals or the
current trend of their social group. Additionally, a stereotype that a
lot of people have about young adults are their involvement in
recreational drug use. One main theory about festivals is how there
are many male artists playing. Referring to the theory ‘Male Gaze’ by
Laura Mulvey, make women center their attention to looking at many
of the male population which could add to more women attending
the festival.
7. Campaign Message
Innovation being one of the UK’s leading legal
raving festival/ event holder, their posters
depict an idea of having a good time. The use
of the colour purple with contrasting colours
such as white and pink creates a sense of
mystery. Purple being the colour of wealth and
mystery, innovation could be connoting that
their festival is unique. In addition the use of
including photos of the audience gives the
vibe that the festival lives on. How a variety of
images have a range of opacities gives this
impression. Innovation is renown for being
one of the best legal raving providers and they
work alongside youths using social medias to
specifically target them.
8. Print Based Advertisements
The Innovation One Dance Festival had many posters during the advertising
campaign to promote the festival. One of the posters clearly outline two of the
headlining acts which will be attending the festival. Moreover, the poster which
outlines all of the acts present at the festival the text sizes for larger artists are
bigger and bolder than ones which are less known amongst the target audience.
However, unlike other festivals they did not have applications for the attendees to
have information regarding the acts lined up and further news to what is
happening during the event.
9. Issues (Regulatory & Legal, Ethical)
Watermarking an image, is another form of copyrighting. This allows creators protect their creation so that others are unable to falsely
claim their rights to the creation of the image. IP – Intellectual Property Rights allows owners and their trademarks to be profited from
their own work and time. Watermarks need to be of specific nature on the image so it is unable to be changed by compression and other
changes to the image. Watermarking an image is all about making a clear message to the individual that it should not be copied or used
without consent from the creator.
For any creator, without copyrighting their work, may hinder their chances or being able to reproduce content that they enjoy doing.
Each media platform has their own form of copyright laws and regulation, however for some sufficient creators are unable to stand out
above the rest. Using watermarking on their content guarantees safety but also potentially grants accreditation from individuals. There is
no actual number on the pricing of the removal of the watermark from an image and mainly relies on the creators choice. For the
watermark to be removed in the image below, the creator has not put a price on it and can find the original image on his blog page. One
most common way to pay to remove a watermark from the image would find creative commons licensing on the publishers page where
you pay a set or optional fee to use the image the creator has published.
The Data Protection Act controls how your personal information is used by organizations, businesses or the government. Everyone
responsible for using data has to follow strict rules called ‘data protection principles’. They must make sure the information is: used fairly
and lawfully, accurate, kept safe and secure. This ensures that information within the business is maintained and compromised by
others. Everyone in the business has to comply to these rules otherwise they could receive costly fines.
Ethical Issues: When a festival poster is being produced, the publisher will have to look at the consequences after its release. Whether or
not they have targeted certain religions or cultures that are deemed to be vulnerable. This could be of ethnic groups, age, gender and
sexual orientation then forth. If festivals do not take potential offences to the consumers it could possibly impact the brands reputation.
The One Dance Festival did not have any legal and ethical signs on their print based advertisements and neither did they have a copyright
symbol present on the logo.
http://zerogravity.me.uk/urban/#1
10. Role of Relevant Regulatory Bodies
The Advertising Standards Authority (ASA) are another independent regulator
specifically targeting Advertising across all media. Their purpose is to make sure
that advertising in the media industry are not false but instead ‘good’ for the
audiences. In Addition, As well as acting on complaints, carry out many other
regulatory activities to make sure advertising stays within the rules. For
example, the ASA actively checks ads in all media and regularly conducts
surveys of advertisements to make sure advertising is appropriate.
Ofcom are another communications regulator in the UK who give the best
advice when talking about communication services and also protect people
from scams. Moreover encourage competition of services for people in the UK
overpowering service providers to following legislations put in place by
parliament using the Communications Act 2003. The Ofcom organisation runs
off a board of directors who answer questions based on current agendas. They
play a fundamental role maintaining a medium for consumers to rely on.
https://www.asa.org.uk/About-ASA.aspx https://www.ofcom.org.uk/about-ofcom
11. Audio-Visual Advertisements
Method:
After the One Dance Festival in 2016, promotion began the
next day, for the public to sign up for the 2017 festival. This is
present on the festivals Facebook page. Skipping to January
of 2017 where the announcement is referencing the One
Dance Festival’s location and date. Moreover, 5 months prior
to the festival is when the first of the lineup are announced.
Aims and Objectives:
The purpose of having audio-visual advertisements is to promote and
appeal to a larger target audience. Using clips and short videos you
are able to concisely outline information said in other mediums
easily. Moreover, influencing audience by using visual colours to
create a mood where they are more likely to consider coming. Using
this form of advertisement across many mediums on the internet
consumers are able to instantaneously buy tickets.
12. Audio-Visual Advertisements
Target Audience:
From denoting the innovation YouTube video that had
been released prior to the festival, connoting the target
audience in the video being of more 21-34 year olds
(Maslow). Drum and Bass being ever popular in the
1990s and now gaining popularity again the audiences
will be of mixed nature. 34 years old being the suitable
age limit to which I believe the One Dance Festival
appeals to. Especially using the poster, you can deduce
that the audience is of ages 19-21. Furthermore, as
Drum and Bass incorporates a number of styles due to
its original influence, this also attracts different
cultures, for example being that are into dub and
reggae. Moreover, the socio-economic could be of wide
variety due to this. The socio-economic status I believe
the One Dance festival will be trying to aim for is the B
group to C2 skilled working class. Many of the youths
are less into “indie” style clothes and more of the
audience are in light clothes.
https://www.youtube.com/watch?v=150lY6cuqeo
13. Audio-Visual Advertisements
Representation:
The majority of people that go to festivals especially the ones I have used as my
inspiration for the one which I will be creating are young. This could coincide with
the acts that play at the festivals or the current trend of their social group.
Additionally, a stereotype that a lot of people have about young adults are their
involvement in recreational drug use. One main theory about festivals is how there
are many male artists playing. Referring to the theory ‘Male Gaze’ by Laura Mulvey,
make women center their attention to looking at many of the male population
which could add to more women attending the festival. Stereotypically you would
associated young people to be loud. Present within the videos many of the young
attendees dress ‘indie’ bring the fashion of being yourself moreover most showing
similarities to wearing light clothes due to the nature of Drum and Bass.
14. Audio-Visual Advertisements
Campaign Message:
The main purpose of using Audio-Visual
advertisements is to persuade the public into
feeling a sense of involvement before they have
gone to the festival. Everyone having the prime
position and experience of seeing their favorite
artists up close. Additionally, persuading them
to consider going to the festival giving them an
insight to it being a quality time. Giving this
insight not only promotes the artists but
provides brand recognition key when coming to
the time when people are thinking of going to a
festival.
To also depict the type of audiences go to the
festival so people can expect what the
atmosphere will be like when they do go.
15. Issues (Regulatory & Legal, Ethical)
Watermarking an image, is another form of copyrighting. This allows creators protect their creation so that others are unable to falsely
claim their rights to the creation of the image. IP – Intellectual Property Rights allows owners and their trademarks to be profited from
their own work and time. Watermarks need to be of specific nature on the image so it is unable to be changed by compression and other
changes to the image. Watermarking an image is all about making a clear message to the individual that it should not be copied or used
without consent from the creator.
For any creator, without copyrighting their work, may hinder their chances or being able to reproduce content that they enjoy doing.
Each media platform has their own form of copyright laws and regulation, however for some sufficient creators are unable to stand out
above the rest. Using watermarking on their content guarantees safety but also potentially grants accreditation from individuals. There is
no actual number on the pricing of the removal of the watermark from an image and mainly relies on the creators choice. For the
watermark to be removed in the image below, the creator has not put a price on it and can find the original image on his blog page. One
most common way to pay to remove a watermark from the image would find creative commons licensing on the publishers page where
you pay a set or optional fee to use the image the creator has published.
The Data Protection Act controls how your personal information is used by organizations, businesses or the government. Everyone
responsible for using data has to follow strict rules called ‘data protection principles’. They must make sure the information is: used fairly
and lawfully, accurate, kept safe and secure. This ensures that information within the business is maintained and compromised by
others. Everyone in the business has to comply to these rules otherwise they could receive costly fines.
Ethical Issues: When a festival poster is being produced, the publisher will have to look at the consequences after its release. Whether or
not they have targeted certain religions or cultures that are deemed to be vulnerable. This could be of ethnic groups, age, gender and
sexual orientation then forth. If festivals do not take potential offences to the consumers it could possibly impact the brands reputation.
The One Dance Festival did not have any legal and ethical signs on their print based advertisements and neither did they have a copyright
symbol present on the logo. Especially for The One Dance festival, having permission to use copyrighted content for promotional
purposes they need to ensure that they have given consent. If they do not give consent then the publisher is able to follow prosecutions
to ‘pay back’ the costs of using the media product. This can be priceless depending the scale of the company who distributed the media.
http://zerogravity.me.uk/urban/#1
16. Role of Relevant Regulatory Bodies
The Advertising Standards Authority (ASA) are another independent regulator
specifically targeting Advertising across all media. Their purpose is to make sure
that advertising in the media industry are not false but instead ‘good’ for the
audiences. In Addition, As well as acting on complaints, carry out many other
regulatory activities to make sure advertising stays within the rules. For
example, the ASA actively checks ads in all media and regularly conducts
surveys of advertisements to make sure advertising is appropriate.
Ofcom are another communications regulator in the UK who give the best
advice when talking about communication services and also protect people
from scams. Moreover encourage competition of services for people in the UK
overpowering service providers to following legislations put in place by
parliament using the Communications Act 2003. The Ofcom organisation runs
off a board of directors who answer questions based on current agendas. They
play a fundamental role maintaining a medium for consumers to rely on.
https://www.asa.org.uk/About-ASA.aspx https://www.ofcom.org.uk/about-ofcom
17. Comparison
Denoting ideas from both of the media products the One Dance Festival used
prior and after the event displayed many similarities and some differences.
Similarities being that the target audience which I connoted based upon the
print advertisements were identical to another, furthermore the socio-
economic status of the attendees.
Differences however was the style of which many of the population was
wearing. Deducing this idea from the print based advertisements, many of
the people were into vintage styles more indie looks, however during the
video you can denote many individual wearing similar short shorts and t-
shirts. Definitely repetition seen amongst many of the population at the event
whilst some having some unique styles.
18. Conclusion
Throughout LO1, I have analysed and researched about The One
Dance Festival as well as being one of the main inspirations in
the latter stages of this Unit. It was beneficial to see look at the
legal and ethical issues linked with festival advertisements and
how they link to the festivals culture. Moreover, connoting many
ideas from publications prior to the festival.
