The document outlines a proposal for a major project promoting a fictional photographer's debut exhibit through social media advertising. The target audience is millennials aged 18-mid 20s from middle-class backgrounds who have disposable income. Research will include examining existing art promotion strategies and depictions in media like Gossip Girl. Content will include magazine articles, flyers, and a social media campaign showcasing the photographer's nature-themed photos. Progress will be evaluated through ongoing reflection in a development diary. The schedule allocates weeks for research, production, and contingency.

1. Proposal
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Working Title:
What is it called? This can change if you think of something better later
Name unknown in this moment
Audience:
Who is your audience? Be very detailed; age, gender, social status, psychographic etc. Use the
Audience Classifications PowerPoint on Blackboard to help you develop this section.
Why would your project appeal to this person? Discuss each audience element in relation to
content (why would your product appeal to the age group? Why would your product appeal to the
gender? Etc.)
The audience that my product will be aimed towards is millennials in the age bracket of 18 – mid
20s belonging to the ABC1 NRS social grade being middle class. This also means they have
excess money to spend on luxury items. As the focus of my project is promoting a photographers
exhibit, middle class people are more likely to be drawn to these types of ‘events’ as work can also
be auctioned off and since they have a good salary, they are more likely to purchase the work
been shown, making them a key target audience. Looking at lifestyle and psychographics, the type
that my project will be aimed towards will be achievers as they are most likely to be a serious
businessperson after power and material wealth. For gender, it will be aimed more towards men as
statistically they earn more money on average but as women are stereotyped to be drawn towards
the arts, some aspects of my work need to be aimed towards them also.
Rationale (approx. 100 words)
Review your progress throughout the year- what skills and knowledge have you acquired?
How has the subjects you have studied this year informed your choice for this project?
What have you studied and how will it have a direct impact upon your project?
Some of the skills I have acquired have allowed me to explore different forms of media. Before
starting this course, I didn’t have a lot of experience with Photoshop, Premiere or InDesign and
was mainly knowledgeable in After Effects due to me doing concept editing at home. Throughout
this course, I have advanced and developed new skills on different platforms and software’s which
means I can create different pieces without feeling limited to one form of media. I have become
more confident with print work via Photoshop through the video games and print units which has
also brought on some animation skills, something for me to consider adding to my final major
project.
Project Concept (approx. 200 words)
What is the concept for your project and what are you going to make?
What research will you need to conduct and how will it help you make your project/
The concept behind my project is social media advertising. The reason as to why I want to do this
project is because it will allow me to explore and use different forms of media. For example, I can
do print, film and digital pieces showing a variety of skills among different platforms and software’s.
The idea behind my concept is promoting something or someone and advertising their work to the
public. What I am aiming to promote is a made-up photographer and their first debut exhibit where
they will present their work. Even though it is a ‘photographer’ I can still do other forms as media
as I am presenting their work to the public through different social medias and other advertising
techniques. As this is a photographer the main focus will be the photos themselves, mainly taken
on a DSLR I own (Canon 450D EOS). The theme that the photos will all be following is nature
which will be exploring all the different elements such as fire, water, earth and air. One of the
pieces that I want to make is an article in a magazine about their work. This is something that I will
be able to achieve as I have previously done magazines in our print unit.
The research that I will need to conduct to help me with my project as it can help me find sources
of inspiration. One thing I will be looking into is art exhibit promotion and how they attract their

2. Proposal
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audiences, this will help me with marketing strategies and techniques which I can put into my own
work. Another thing I will be researching is watching movies/tv shows that show art/photography
exhibits. A show that I instantly think of which I can draw inspiration from is Gossip Girl. One of the
main characters auctions of work and by watching parts of the show, it can help me see how they
reach out to customers and make their advertising aesthetically pleasing. Even though the show is
fictional, aspects used are realistic which is something I can draw from. The people in this show
are mainly middle class leaning towards upper middle class which is also my target audience.
Evaluation (approx. 50 words)
How do you plan to evaluate the work? Reference conducting on-going evaluation and your final
self-reflection, analysing your work and its outcomes.
The way in which I plan on evaluation my work is ongoing reflection. I will be following this through
by updating my development diary and weekly (sometimes daily depending on how much work
was completed and planned in that day) where I will be able to assess the work I am doing. By
doing this reflection as commonly as possible means that I can improve my work as often as
possible and get it to the best standard I can achieve and aspire to do.

3. Proposal
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Schedule
WEEK OVERALL PLAN SPECIFIC TASKS
1 Initial Response +
Proposal
 Create mind maps
and mood boards
 Start looking into
potential research
 Initial Plans proforma
2 Product + Audience
Research
 Research existing
products
 Create survey
 Find interviewees
3 Production Experiments  Create a draft article
 Draft front cover
 Create multiple flyers
4 Pre-Production and
Planning
 Create schedule
 Plan out each piece
of work
5 Production  Photo taking – limited
areas
6 Production  Magazine article –
writing and making
7 Production  Flyer making
 Social media account
8 Production  TV spot/
advertisement
9 Evaluation  Evaluation proforma
10 Development +
Contingency
 Unsure as of present
time (24/03/2020)
Bibliography
At least 7 sources total and should include books, videos/films/video games, magazines and
newspaper articles etc.
1. Erin Stephenson. (2020) Target Audience Research Survey (conducted on 26/03/2020)
2. Gossip Girl. 2007-2012. CW.
3.