The document provides an analysis of a campaign poster, website, and campaign advert. The campaign poster uses composition, color scheme, scaling, and typography to focus attention on Barack Obama and communicate his message. The website for a London cycling campaign achieves its goals through composition, color, navigation, grid structure, and imagery. It provides information interactively. The campaign advert uses composition, lighting, color, scaling, semiotics, and typography to explore gender issues humorously and empower female viewers. It incorporates genre, ideology and brand identity through its upbeat style.

1. 2B REPORT
ANALYSIS OF CAMPAIGN POSTER
(PRINT SECTOR) , WEBSITE, CAMPAIGN
ADVERT (MOVING IMAGE)

2. CAMPAIGN POSTER
The designer of the poster deliberately wants to communicate a message to the target
audience which is people who are interested into politics.
Mood and atmosphere has been used as the poster is traditional, as many upcoming
presidents have used a poster to represent themselves and the country they want to
lead. The poster may come across as reliable to some as they might support Barak
Obama. On the other hand some may be biased about the poster. The poster is
dynamic in my opinion as Barak Obama was the first black president, many viewers
mostly black people were excited, a lot of coverage made it on media and TV etc. Also
it was an active change, many people took it as a positive change in America. The
poster has no genre, as Barak Obama illustrates no emotion. Ideology is included such as
values, political, religious and personal ideology. These terms all represent Barak Obama
as he wanted to make change In America he values the citizens that live their. He took
pride and always wanted to take political measures in America. There has been various
religious events that has happened in America etc. 911 , terrorist attacks. Barak Obama
wanted to make America safer and wanted people in America to change their personal
ideology on America and their safety. Brand Identity such as formal and classic content
has been included in the poster as they have a graphic art image of Barak Obama with
the day he became president. This is classic as many presidents use graphic design to
make their political poster come across as eye-catching to the citizens.

3. HOW IS THIS ACHIEVED THROUGH
THE USE OF;
 Composition is used in the poster as it is a creative
piece of work. A graphic designer used a type of pop
art. The point of focus is on Barak Obama which is in the
centre. The poster has a colour scheme which is dark
blue, blue, red, and white representing the American
flag. This makes it relatable to the citizens living their.
The scaling of the poster is fitted well as the focus is on
Obama, the white house and the text. The graphic
designer uses minimum of text so it doesn’t come
across as boring. Basic semiotics are used such as love,
hate, biased, values, feelings, emotions, war, politics
etc. Typography is used such as “Be the change”,
“January 20th
2009” it is in bold and is clear for the
viewer. The lettering used in clear and simple. The
hierarchy could be towards middle class/upper as they
are most likely to vote.

4. WEBSITE
 The website that I have chosen has an aim to inform the public about the
increase charity work, bike marathons, bike accidents etc. Their purpose is to
interact with their target audience via the London cycling campaign website.
 Mood and Atmosphere is used in the website as they include urban images
and text so the target audience can relate. A young teen is on the
homepage suggesting it is youthful, and kid friendly. The website comes
across as reliable to the target audience as they have appropriate
information for different searches. There is a search bar for the viewer so they
can define their search. Also they have various tabs too e.g. About us , if you
want to find out about the campaign. The campaign looks dynamic as the
young girl looks happy, the website consists of progress and positivity. No
genre is included as it is a website. Ideology is used such as values, politics,
and personal ideology. Cyclists value their space on the road they want to
get their message across as some drivers don’t take cyclists into
reconsideration. Cyclists accidents and protests are sometimes shown in
politics and on TV. Many people have personal ideologies on cyclists and
opinions on the government not making changes. Brand Identity is used such
as classic and youthful, the website designer has used a simple layout, also a
young girl is on the homepage.

5. HOW IS THIS ACHIEVED
THROUGH THE USE OF; Composition is used in the website as a creative website has been created. It has all the
basic navigations you would need in a website. The point of focus is in the centre as the
young girl is in the middle, the tabs are above then text is inserted below. The website
has a colour scheme, they use black, grey, white, red. These colours are vibrant and
eye-catching towards the viewer. The scaling of the website is fitted well as the focus is
drawn to the middle of the site, where usually the images and text is. Basic semiotics are
used such as values, politics, love for the environment, strength, feelings, emotions etc.
Typography is used continuously to make the viewer aware of what to select. They used
big fonts that are clear to read. This is helpful as it is easy to access. The lettering is basic
and simple, it is positioned well, no viewer should struggle to view the website. The
hierarchy could be for middle class/upper as many ride bikes for social events, or to go
work etc.
 Navigation: The navigation used in the website is good as it is easy to access the layout
is simple. The tabs are located at the top so you can click what your interest is in.
 Use of grid (structure): The structure used in the website is simple hub-and-spoke
structure
 Interactivity: dynamic or static content: The website contains dynamic content as they
include links for cyclists to watch, the viewer then becomes interactive with the website
and different links included.
 Use of imagery: They use multiple images of their previous marathons, cyclist, protests
etc. This makes the website eye-catching and interesting.

6. CAMPAIGN ADVERT
 Digital graphics are used continuously in the moving image industry especially
campaign adverts. Directors have a purpose to inform and to effect the audience
watching. (The target audience). They influence message and want the viewers to
be addressed by their information
 Mood and atmosphere has been used in this advert as it consists of a urban vibe.
They use the new generation in their advert which brings lively imagery into the
campaign. The advert comes across as reliable as many females can relate as
they talk about the struggle of boys/men being biased on how they should live in
society. The advert does come across as dynamic as the girls are positive in
attitude and full of energy. The campaign look like they have new ideas for the
next advert. Genre is used in the campaign advert such as comedy, they use this
purposely to influence the audience which are females that it is okay to be more
stronger, taller, than boys/males. Also it makes the advert flow very well and looks
very child friendly. Ideology is used such as values, personal ideology as female
values come into the advert as females have a right to do the same as a male, if a
female has the determination to do something they should be able to do so.
Personal ideology is used as the females in the advert use their opinions on how
they feel when they are put down by a male. Brand identity is used as the
females, and directors that are questioning them are humorous and youthful. The
directors don’t make the females uncomfortable.

7. HOW IS THIS ACHIEVED
THROUGH THE USE OF;
 Mood and atmosphere, Genre, Ideology, Brand Identity are achieved by:
 Composition is used in the campaign advert as the advert is pleasing to the eyes, the
tone brings a happy vibe. The directors make sure the viewers attention is on the main
focus which is the girls. Point of Focus is used the light is directly in the centre so we focus
on the individual who is getting interviewed. Various colours is used to make the advert
come across as eye-catching to the viewer, also the directors makes sure it doesn’t look
boring or not interesting. Scaling is used deliberately to fit and focus the imagery
properly. This always makes sure the scene is clear and focused. Basic semiotics are
used such as love, values, feelings, strength, emotions, life etc. Typography is used
throughout such as “Do we limit girls?” , the text transitions to “we asked them.”, “girls
are weak”, “72 percent of girls feel society limits them”. This is useful as their might be
audiences that are deaf, also it is more informative to use text usually. The lettering is
basic, simple but still is clear for the audience to read. The hierarchy could be anyone
as any young female going up to older females can experienced biased behaviour
from males. Multiple transitions are included in the campaign advert such as text,
transitions from shot to shot. The transition of the Always logo at the end. Pace and
timing of the advert was slow as it illustrates the emotion the females go through. On the
other hand the advert speeds up towards the end as the girls know they are strong and
can achieve anything if they put their minds to it. Use of audio and sound is used
deliberately they use an slow, empowering instrumental to set the mood.