- The Avengers: Infinity War and Justice League films had similar advertising campaigns that aimed to convince fans both new and old to see the films. - Both campaigns used print, television, online, and social media advertising with posters, trailers, and banners. However, the tones differed - Infinity War had a brighter, more hopeful tone while Justice League was darker and more serious. - The posters for both films featured many of the heroes but Infinity War's was brighter with varying character sizes while Justice League's was darker with equally sized heroes looking seriously forward. The call to action was to see the heroes fight together.

1. Unit 20: Advertising Media
LO1: Know how existing advertising campaigns embed advertisements
across a range of media products
P1: Describe an existing media advertising campaign
The Introduction:
Avengers Infinity War was a Marvel film released in 2018 to massive critic and
audience applaud. This was largely due to the massive advertising campaign created
for the film and how Marvel itself have been teasing this film since the first Avengers
film 7 years ago. This accumulation of many years work was done to incentivise
people to come and watch the film by building up hype and excitement.
Target Audience:
Avengers Infinity War has received a 12 rating by BBFC (British Board of Film
Classification) who is the governing body responsible for classifying the age
requirements of films regarding the content in the film. This regulatory body is
specific to the UK and it is often that regulatory bodies will have different age
requirements for films. This means that Avengers Infinity War after knowing of the
content in its film would have attempted to primarily target teenagers as well as
young adults in its campaign which they achieved successfully by having posters
released and interviews held for by the actors as well as featuring slight clips of the
villain in other Marvel films to further build hype.
Key Messages/Call to Action:
The main message of the advertising campaign was an to try and convince fans to
come and watch the film that was an accumulation of the past 10 years of marvel
films. It was meant to convince long time fans as well as new fans to come and watch
this epic lash between heroes and villains. There was the slogan or tagline on the
poster but the fact that the poster shows all of the super heroes that we have met
over the last 10 years is telling us to come and see the movie so we can see them all
fighting together. The bad guy Thanos is the biggest character on the poster which
tells us that he must be powerful and that our heroes will have to fight together to
win. Overall it is doing its best to get the audience to buy tickets to see the film.
Campaign/Choice of Media:
As previously stated this film has approached its advertising in conventional ways
such as film trailers released on popular social media websites like YouTube as well
as creating physical print posters for fans to collect and billboards which could be
seen by drivers all around the world. However the film also used an unconventional
method of advertising by building up the film in other films located in the Marvel
Cinematic Universe (MCU) for the past 10 years. This created an overwhelming sense
of hype for audiences every time we got to see a post credit scene with the main
villain of the MCU.
Due to the theme of the film the advertising campaign took on a very serious
direction that was meant to truly show how intense and impactful this battle was for

2. our characters. This meant for a majority of trailers the action was intense and
dialogue was dramatic and posters featured characters looking very serious. This was
done in the hope to immerse the audience into the universe by attempting to get
them to understand how serious the battle was for the universe.
Campaign Logistics:
Like what I stated in another section Marvel has spared no expense when it comes
to advertising this film and this is because this film is from a global blockbuster
franchise and is thus expected to earn a massive profit anyway. Thus the advertising
of this film was seen everywhere globally in print media and digital media. For
example in China there were billboards as well as digital posters released and this
was to appeal to the massive audience that China has due to its large population. The
images above detail a digital Chinese poster of the film as well as a French billboard
of the film which perfectly shows the expansive nature of the advertising of this film.
Relevant Legal and Ethical Issues/Representation:
Avengers Infinity War did not truly have to worry about many legal or ethical issues
win the creation of the film. Regarding ethical issues this is because of the MCU
reputation for making heroes of many different races and genders. This is a fantastic
way of representation for many people of many different ethnicities. An example
being Black Panther who made major strides in the representation of black
superheroes in films. This meant it was unlikely to face any ethical issues due to the
variety of cast and genders. However Avengers may run into some legal action such
as the deal they had with Sony Pictures to allow them to implement SpiderMan into
their universe whilst Sony still have the rights to SpiderMan which could cause legal
problems i the future.
Regulatory Bodies:
Avengers Infinity War had to appeal to many different regulatory bodies including
film regulatory bodies like: BBFC (British Board of Film Classification), MPAA
(Motion Picture Association of America) etc…. Another regulatory body the film has
to face would be when advertising their product with advertising regulatory bodies:
ASA (Advertising Standards Authority), FTC (Federal Trade Commission) etc.. The
rating in Britain was a 12a which meant that children could still go and see the film
as long as they were with their parents.
M1: Evaluate different cross media advertising campaigns for
consistency of message
Introduction:
Avengers Infinity War was a Marvel film released in 2018 to massive critic and
audience applaud. This is very similar to the Justice League which was a Warner
Bros film released in 2017 to mixed reviews. They are both superhero films that take
place in different connected universes of Marvel and DC Comics.
The general message of both advertising campaigns was to try and convince both
long time fans and newer fans to come and watch the film. This is largely because of
the easily recognisable names of both the films (Superman, Batman, Ironman,
Captain America etc…).
Cross Media Pathways:
The ways that these films were advertised was also extremely similar with both
choosing to use print and digital advertising. They even completed similar types of
advertising when creating their films such as they both created a poster that could be

3. collected by fans and also they created a digital trailer on popular social media
websites like YouTube to build hype for the film. The screenshots above display a
small fraction of the trailer for both films.
• Print Advertising - Newspapers, Magazines, Billboards, Buses, Bus Stops
• TV / Cinema / Youtube - Film Trailer & TV Spots
• Digital Advertising - Banner Adverts / Digital Images on Social Media / Movie
Website
Tone and Feel:
A very prominent part of the Justice League advertising campaign was the poster
they released for the film. The poster used very dark lighting and set the film for a
dark ominous tone that stuck with fans when watching the film. This was drastically
different from Infinity War who utilised a vast array of colours to produce a poster
that set a hopeful and action packed tone. This tone also stayed with fans during the
film and really emphasised the surprise ending of the film. The tone for Infinity War
was much lighter, indicating fun, excitement and lots of action.
Who Features in the Poster:
Both Infinity War and Justice League have their posters feature a large portion of
their group of heros. This is done with the purpose to allow people to identify heros
they may like in the poster and knowing that they will be in the film are highly likely
to watch the film and thus increase profit for the film. Whilst both posters present
the same idea the Justice League present the heroes in a darker more serious manner
than Infinity War does. This can largely be attributed the the lighting of the heroes as
the Justice League has only a single white light that lights up our heroes on a black
background whilst all of the heroes looks forwards seriously. Infinity War has
characters also looking serious however it has less of an impact due to the bright
lighting of the poster that prevents a dark tone from being created.
Call to Action:
Both poster feature call to action from the audience in the form of the date that the
film will be released in cinema. They both feature in the bottom centre of the poster
and utilise a font that is used in the film and comic books (Infinity War has the ‘A’ in
April in the same signature manner they have the ‘Avengers’ logo and Justice League
calls its audience to join the ‘JL’ which is the logo for Justice League). It is also
important to state that these call to actions are small on the posters and thus do not
take away from the other important aspects of the poster.
The call to action for both films is really to buy tickets so you can see all of your
favourite super heroes fighting together. Avengers doesn't use a tagline. The fact that
the poster shows them all together is enough. The tagline on Justice League
reinforces the idea that you cannot save the world on your own. This is a reference to
Batman - he needs help and you can basically see if he gets help by going to see the
movie.
Genre / Theme:
The genre and theme of these adverts are similar and yet different and this is because
whilst both are obviously superhero films it is extremely clear that Marvel and
Warner Bros advertise their characters very differently and this can be seen in the
lighting of the poster (Marvel is very bright giving a hopeful and serious theme whilst

4. Justice Leagues lack of colours makes it more of an ominous and serious theme).
Teamwork is obvious from both posters as we see all the superheroes together. The 2
posters are different though in that the Justice League are a group of 5 characters
whereas in Avengers there are lots of characters. The justice league poster gives equal
billing in terms of character size but in Avengers there are distinct differences in
character size. We can tell from this poster that the main characters are Iron Man,
Captain America, Thor and Thanos the bad guy. Both posters focus on team work
being needed to defeat the big bad.
The Avengers poster suggests there will be science fiction elements. Thanos looks
like an alien and we see different planets and spaceships.
House Styles:
Logo: Both posters feature the relevant logo for each Franchise
Typography: The Avengers poster has the logo but no other text - the focus is on who
is in the poster. The typography on the Justice League poster focuses on the tagline.
The font is bold and eye catching. The white contrasts with the background to do
this. The logo for each of the superheroes is incorporated effectively into this tagline.
Layouts - The Marvel's poster is more traditional and more typical in layout.
Everyone in the film is in the poster and they are grouped together. The size of
character on the poster indicates their importance to the film. The title is at the top
and the character credits are at the bottom. Just league have tried to be a little
different with the codes and conventions. Their focus is on the 5 characters who are
spread out equally on the page. The main tagline is central and very eye catching.
Consistency of Message:
Both of these posters are advertising a superhero movie that utilises different heroes
that each usually have their own films. The advertising of these films are also
incredibly similar as can be seen. Both Avengers and Justice League utilise their cast
of superheroes in the poster and they take up a large portion of the poster they are
on. They were advertised on similar platforms like print (billboards), digital
(trailers/social media) etc. Another noteworthy similarity between these 2 movies is
their use of their logos as while Avengers uses the logo in their title, Justice League
instead chose to utilise all of the logos of all of their superheroes with the slogan.
Both films also contain a similar call to action to the audience telling them to come
see the film where their favourite superheroes team up to take out the big bad guy
and the importance of teamwork to destroy evil.