Unit 15- LO1

2. Aims and objectives
The advertisement posters for the Isle of Wight
festival is aimed to attract listeners who enjoy
the rock and pop genre of music. It does this
through the bright and vibrant colours being
shown on the poster as well as outlining the
artists being featured at the festival underneath
the main image which is in the middle of the
page to make it very eye-catching. They are
promoting their festival in 2015 from Thursday
11th of June to Sunday the 14th of June at the isle
of Wight located of the English mainland. The
writing is very clear on the poster as it is white
with the background being dark to light purple
which will help the public identify who's going to
be featured at the festival.

3. Target audience
• Katz: People who attend the festival would be entertain and social
interaction. This is because the people they are going there to enjoy the
music from their favourite artists as well as meet with other people who
are going to the festival as they may have the same favourite artist and
possibly make new friends there. They are also there to forget their
worries that they may have at home that can be causing them some
stress therefore the festival is a way of helping them relax.
• Maslow: People who look at these print based adverts and want to go to
festivals could be mainstreamers, explores and aspirers. This is because they
are wanting to go to it for the experience of what it is like going to a festival as
well as for the popularity of the festival as it is a very large event with many
people going to it, as well as the many well known artists who go to it as the
people who go o the festival would admire the artists and their music they
have produced.
• Hartley: For the audience who attend the isle of Wight festival, it is mainly
those aged 20-30 with some others who are aged just below that as well as
above it. This is because it features artists who were most active during the
2000’s where most of the younger generation would not have heard them or
have only heard very little of them. Therefore it would be only appealing to
those who were around their teens or early 20’s as this would have been the
music that would have been featured on the radio or internet when they
started to listen to it

4. Target audience
• Socio-economic needs: The people who attend the isle of Wight
festival will be a part of the C2, D and E categories of socio-
economic needs. This is because the music featured at the
festival mainly consists of rock and pop music. Therefore this
would be typically associated with those who are not that high in
the working world and would appeal to those who have just
started working or have only been working for a few years and
this music would be the type that would have been around at the
time they were younger and appealed to them.
• Psychographics: The people who attend the isle of Wight festival
would have a outgoing and fun personality as the festival itself.
This is because it is a very busy and very popular event and you
would be surrounded by many people with whom you may make
friends with or some you are already friends with. You will also
be listening to different types of music from different artists who
have their own tastes on how they want to present their music.

5. Representation
• Representation: The depiction of someone or something in a work
of art.
• Stereotypically, the majority of people attending the isle of Wight
festival will be mainly male adults in their 20’s and of white
ethnicity. Festivals are also associated with drugs and alcohol being
present at festivals which can cause you to see bright colours and
lead to some unfortunate events that may happen. Moreover,
John Berger (1972) had the theory of ‘men act, women appear’
you can link this to festivals because you will have a lot of men
stare at women and it could be about the way they are dressed or
how they look as a person. You can relate this to other theories
that are about representation such as the ‘female gaze’ by Diana
Saco, and the ‘male gaze’ by Laura Mulvey. This is because with the
‘male gaze’, men may go to concerts to see primarily the female
music artists due to them wearing outfits that may cause the men
to feel attracted towards them as well as the fact they may enjoy
the female back up dancers at the concert.

6. Campaign message
• The advertising campaign is aimed at those who are
in their 20’s and consider themselves to be outgoing
and energetic. This is due to the fact that the music
that will be played at the isle of Wight festival will
consist mainly of rock as well as pop which was
typically played at around the 2000’s where most
young adults would have been in their teens. The
message they are trying to get across to the
audience about the festival is make them come and
see it through making the poster very eye catching
through the use of bright colours. The choice of
media in which their campaign message is
broadcasted on is both through printed posters and
online. This is due to the fact that almost everyone is
online now and would have social media accounts
and if they are wanting to get as many people to
attend the festival as possible, they are going to have
to update their ways of broadcasting the festival
instead of relying mainly on posters.

7. Print based advertisements
• The main types of advertisement the isle of Wight festival
uses is through posters and social media. This is due to the
fact everyone is using social media these days and not
everyone takes notice of posters if they are not eye-
catching enough. Therefore they will have to advertise on
social media such as Facebook and instagram where
everyone will see it and hopefully be interested into. They
also advertise on websites such as YouTube before the
video that has been selected has played. This is because
everyone looks at videos on YouTube everyday and people
will begin to take notice of it and be inclined to go to the
festival and enjoy themselves.

8. Legal ethical
• Copyright- is when there is a legal right which lasts for a certain
amount of years so you can’t print, publish, perform, film, or record
literary, artistic or musical material that already exists. This means that
if I take images from anyone without their permission I could get
prosecuted for plagiarism. This can also be used for my own benefit as
it is a system that protects me from having my own images used for
another format or project without my permission allowing me to
prosecute them and get money from it.
• IPSO- for the poster, you need to make sure that it follows the editors
code and does not breach it. If there is some material that would be
considered commercially sensitive then it needs to be brought to the
regulator's attention so the content can be handled, so that it can be
seen by the public without concern. Furthermore, I would need to
reframe from including any content that could be considered
harassment, racist or a breach in personal privacy otherwise it can
affect the music publisher.
• If the advertising campaign does not follow these rules and take them
into consideration they can be sued and lose a lot of money which in
turn can cause many people from the audience to be unable to go as
the festival may not be able to afford the festival itself.

9. Regulatory bodies
• The role of regulatory bodies is to regulate the content of
advertisements, sales promotions and direct marketing in
the UK by investigating complaints made about sales
promotions, ads or direct marketing, and deciding whether
or not the advertisements been made are within the
advertising standard codes.
• ASA or Advertising Standards Authority is the self-
regulatory organisation of the advertising industry in the
United Kingdom.
• Their website is very useful when it comes to evaluating
advertising campaigns as it helps with identifying what the
key codes are for making sure there poster does not breach
the copyright rules.

10. Method
• The isle of Wight festival start to announce and
advertise around February March time and this is very
important to do due to the fact tickets for it tend to sell
out very quickly and it is a way to make sure that
people have time to know about it and the fact that its
being hosted around summer time. I know they
advertise around these times due to the fact that there
are adverts on YouTube for it around this time as well
as the fact that posters start to be present around this
time near the isle of Wight such as Portsmouth. This is
to try and gain attention of people who may just came
back from a trip or is visiting the country which in turn
will help spread the name of the festival further around
the world as then people will mention it to others who
may be interested.

11. Audio-visual advertisements
This is the audio-visual
advertisement for the isle of
Wight festival 2015. in the
video it shows who will be
featured at the festival and
how many people will be
going as there are clips of
crowds spanning across the
whole area where the
festival is being played at

12. Aims and objectives of the audio-
visual advertisement
• The aims and objectives of the audio-visual
advertisement is to try and attract the audience and
to try and get them to go to the music festival. This is
typically done through bright colours and loud music
that would be played at the festival. It will also
contain the bands that will be playing to further try
and get more people to come to the festival and get
them to enjoy them selves for a couple of days.

13. Target audience
• Katz: People who attend the festival would be entertain and social
interaction. This is because the people they are going there to enjoy the
music from their favourite artists as well as meet with other people who
are going to the festival as they may have the same favourite artist and
possibly make new friends there. They are also there to forget their
worries that they may have at home that can be causing them some
stress therefore the festival is a way of helping them relax.
• Maslow: People who look at these audio-visual adverts and want to go
to festivals could be mainstreamers, explores and aspirers. This is
because they are wanting to go to it for the experience of what it is like
going to a festival as well as for the popularity of the festival as it is a
very large event with many people going to it, as well as the many well
known artists who go to it as the people who go o the festival would
admire the artists and their music they have produced.
• Hartley: For the audience who attend the isle of Wight festival, it is
mainly those aged 20-30 with some others who are aged just below that
as well as above it. This is because it features artists who were most
active during the 2000’s where most of the younger generation would
not have heard them or have only heard very little of them. Therefore it
would be only appealing to those who were around their teens or early
20’s as this would have been the music that would have been featured
on the radio or internet when they started to listen to it

14. Target audience (continued)
• Socio-economic needs: The people who attend the isle of Wight
festival will be a part of the C2, D and E categories of socio-
economic needs. This is because the music featured at the
festival mainly consists of rock and pop music. Therefore this
would be typically associated with those who are not that high in
the working world and would appeal to those who have just
started working or have only been working for a few years and
this music would be the type that would have been around at the
time they were younger and appealed to them.
• Psychographics: The people who attend the isle of Wight festival
would have a outgoing and fun personality as the festival itself.
This is because it is a very busy and very popular event and you
would be surrounded by many people with whom you may make
friends with or some you are already friends with. You will also
be listening to different types of music from different artists who
have their own tastes on how they want to present their music.

15. Representation
• Representation: The depiction of someone or something in
a work of art.
• Stereotypically, the majority of people attending the isle of
Wight festival will be mainly male adults in their 20’s and of
white ethnicity. Festivals are also associated with drugs and
alcohol being present at festivals which can cause you to
see bright colours and lead to some unfortunate events
that may happen. Moreover, John Berger (1972) had the
theory of ‘men act, women appear’ you can link this to
festivals because you will have a lot of men stare at women
and it could be about the way they are dressed or how they
look as a person. You can relate this to other theories that
are about representation such as the ‘female gaze’ by Diana
Saco, and the ‘male gaze’ by Laura Mulvey. This is because
with the ‘male gaze’, men may go to concerts to see
primarily the female music artists due to them wearing
outfits that may cause the men to feel attracted towards
them as well as the fact they may enjoy the female back up
dancers at the concert.

16. Campaign message
• The advertising campaign is aimed at those who are in
their 20’s and consider themselves to be outgoing and
energetic. This is due to the fact that the music that will
be played at the isle of Wight festival will consist mainly
of rock as well as pop which was typically played at
around the 2000’s where most young adults would have
been in their teens. The message they are trying to get
across to the audience about the festival is make them
come and see it through making the poster very eye
catching through the use of bright colours. The choice
of media in which their campaign message is
broadcasted on is both through printed posters and
online. This is due to the fact that almost everyone is
online now and would have social media accounts and if
they are wanting to get as many people to attend the
festival as possible, they are going to have to update
their ways of broadcasting the festival instead of relying
mainly on posters. For instance this advert is on
YouTube which is a huge video sharing platform where
millions of people visit worldwide which in turn will
help to appeal to people all around the world who may
want to go to the festival.

17. Legal ethical
• Copyright- is when there is a legal right which lasts for a certain
amount of years so you can’t print, publish, perform, film, or record
literary, artistic or musical material that already exists. This means that
if I take images from anyone without their permission I could get
prosecuted for plagiarism. This can also be used for my own benefit as
it is a system that protects me from having my own images used for
another format or project without my permission allowing me to
prosecute them and get money from it.
• IPSO- for the audio-visual advertisement, you need to make sure that
it follows the editors code and does not breach it. If there is some
material that would be considered commercially sensitive then it
needs to be brought to the regulator's attention so the content can be
handled, so that it can be seen by the public without concern.
Furthermore, I would need to reframe from including any content that
could be considered harassment, racist or a breach in personal privacy
otherwise it can affect the music publisher.
If the advertising campaign does not follow these rules and take them into consideration
they can be sued and lose a lot of money which in turn can cause many people from the
audience to be unable to go as the festival may not be able to afford the festival itself.

18. Regulatory bodies
• The role of regulatory bodies is to regulate the
content of advertisements, sales promotions and
direct marketing in the UK by investigating
complaints made about sales promotions, ads or
direct marketing, and deciding whether or not the
advertisements been made are within the
advertising standard codes.
• ASA or Advertising Standards Authority is the self-
regulatory organisation of the advertising industry in
the United Kingdom.
• Their website is very useful when it comes to
evaluating advertising campaigns as it helps with
identifying what the key codes are for making sure
there poster does not breach the copyright rules.

19. method
• The isle of Wight festival start to announce and
advertise around February March time and this is very
important to do due to the fact tickets for it tend to sell
out very quickly and it is a way to make sure that
people have time to know about it and the fact that its
being hosted around summer time. I know they
advertise around these times due to the fact that there
are adverts on YouTube for it around this time as well
as the fact that posters start to be present around this
time near the isle of Wight such as Portsmouth. This is
to try and gain attention of people who may just came
back from a trip or is visiting the country which in turn
will help spread the name of the festival further around
the world as then people will mention it to others who
may be interested.

20. Audio visual and poster similarities
For comparing the audio-visual
advertisement and the print based
advertisement they are very similar as they
feature similar colours and the same
images that are featured on both. However
they are also different because the audio-
visual advertisement helps to give of what
the festival is actually like compared to the
print based advertisement as it features
sounds and clips of people enjoying the
festival. This in turn makes it more effective
in bringing in more of an audience to the
festival due to the appeal of it and of it
featuring artists who will be there.

21. Advertising Standards Authority
These are a few of the rules the
ASA have set up to keep
advertisement campaigns in check
and make sure that they don’t
breach the terms of copyright
which may cause them to be sued
because of their misuse. This is very
important for audio-visual
advertisement as many people will
view especially those who are very
young and can be deemed
inappropriate for them to watch.
https://www.asa.org.uk/codes-and-
rulings/advertising-codes/broadcast-

22. Ofcom
• Ofcom stands for ‘the office of communications’ and they are tasked with regulating
the TV, radio and video on demand sectors, fixed line telecoms, mobiles, postal
services, plus the airways over which the use of wireless devices can operate. They are
responsible with making sure the residents in the UK can get the best from their
communications services and are protected from scams and sharp practices that can
cause them some trouble, while ensuring that competition can thrive.
• They operate under a lot of Acts of parliament, in particular the Communications Act
2003 which forces Ofcom to act within the powers and duties that have been set by
parliament in their legalisation otherwise they can risk getting shut down if they do
not follow it.
• This is mainly used for audio-visual advertisements then print based advertisements
due to the fact that everyone is on the internet now and this company mainly
regulates adverts that are on TV, radio etc.
https://www.ofcom.org.uk

23. Conclusion
• For this Learning Outcome, I have analysed and researched
about the Isle of Wight festival but looking at their print based
and audio-visual advertisement. Its important to know what
their target audience, aims and campaign message was
because I will be using the festival as some inspiration due to
the fact that my target audience will be of a similar age and
what kind of personalities they have. This also helps me to
identify what kind of stereotypes would be present at the
festival and how I am able to make it appealing to them.