The document provides an analysis of print and audio-visual advertisements for the Glastonbury music festival from 2013-2014. It examines the aims, target audiences, representations, techniques, and regulatory considerations of the campaigns. Key points included that the video trailer aimed to showcase performances and the festival experience to attract more attendees, while the poster focused on listing artists. Both highlighted BBC sponsorship of the event through logos.

1. –
Level 3 Cambridge Introductory Diploma in Media
Unit 15: LO1
Print Based Advertising
St. Andrew’s Catholic School –
Thomas Hibbert
Candidate Number : 2063
Unit 15 Overview

2. Contents
1. Aims and Objectives – Slide 5 – Slide 6
2. Target Audience – Slide 7
3. Representation – Slide 8 – Slide 9
4. Advertisements used in the campaign – Slide 10
5. Campaign Message – Slide 11
6. Legal and Ethical Considerations – Slide 12
7. Regulatory Bodies – Slide 13 – Slide 14
8. Method – Slide 15 – Slide 16
9. How does the audio visual and the poster compare –
Slide 17
10. Conclusion – Slide 18

4. Audio-visual Advertisement

5. Aims of the campaign
The campaign is on YouTube and was shown on BBC
at the time of the festival in 2014. The aim of the
campaign is to bring people to Glastonbury and to
show them a few acts that are there.
Advertising campaign’s objectives
The objectives of the campaign is to highlight that
the festival is a BBC sponsored and supported
event.
Techniques the campaign uses
• BBC ident
• Footage from festival
• Footage of the acts
• Footage of the crowd and how many people are
attending the festival
How do the different products achieve the different
objectives
The video trailer has a more personal touch I feel
because it shows the crowd, the music and the acts
where as the poster advertisement only has text and
shapes with the names of the acts, in the video you
can see the acts as a pose to knowing their
attendance of the festival.
The poster however, conveys bright and bold colours
which draw the target audience in more to read the
poster.
Overall I feel the video is more effective as you can
actually see the festival and what the eperience will
be like.
Aims and Objectives
https://youtu.be/kX-ZUG3Dt1w

6. Aims and Objectives
Who sponsors the festival?
BBC sponsor the festival and in the trailer the
BBC logo is presented at the beginning and end
of the trailer.

7. Target Audience
Maslow
This advertisement using Maslow’s hierarchy of needs would have
‘social needs’, this is because the festival will be full of people and
friends socialising together and enjoying the music with each other.
Hartley
Using Hartley’s even subjectivities, the audience that this advert
targets are male, 12 and over, middle class, white ethnicity, a
medium self image, British and a family person, this is because this
the stereotypical profile of someone who would go to a rock festival
like Glastonbury at that year.
Katz
The audience watching the trailer would need personal identification
as they can see the crowd having fun at the event and can picture
that as themselves if they go to the festival.
Socio-economic needs
The socio economic needs for the audience this trailer is aimed at
would be in the C2/D category. This is because of how the festival
appears in the trailer and what the crowd members look like.
Psychographics
The audience would be strugglers because this category seek escape
for their everyday lives with alcohol and having fun.

8. Representation
Representation:
Laura Mulvey “Male Gaze”
In the trailer, there is a shot of lily allen wearing a pink shirt, the pink connotes
approachability which will convince people to go to Glastonbury.
This relates to male gaze because lily allen is an attractive female artist that male
members watching the advert will focus on.
Diana Saco “Female Gaze”
Female gaze is present in the trailer as most of the artists shown in the trailer are
male.
Glastonbury could be using female gaze more than male gaze because more male
members of the public attend Glastonbury and they are trying to get more of the
female gender interested din the festival.
John Berger
John Berger's theory is “Men act, woman appear”. Male are stereotypically the
more dominating gender at a festival and shown in the trailer as a large part of
the crowd.
This theory relates to the trailer because the men are acting as the main part of
the audience and the women are appearing to persuade men to come to the
festival.
Stereotypes
In the trailer, the stereotypes are the men as the main audience and that more
men are performing . These stereotypes will help attract more of the male
audience as a pose to the female gender because stereotypically the male gender
are into festivals more than females.

9. Representation
How are people being represented within the advertisements?
The people attending the festival are being represented as fun, exited and they appear to be enjoying the
festival. The benefit of representing the crowd and audience this way is to show the spectator watching the
trailer that this could be them having as much fun that is shown in the trailer.
Presentation of:
Ethnicity
The trailer shows multiple performing artists, most of these artists are of white ethnicity. This makes the
festival appear British.
Gender
The crowd and performing artists in the trailer are all of a mixed gender, this makes the spectator see the
festival as a gender equal festival so they can picture themselves going and wanting to go.
Age
The age range shown in the trailer matches Glastonbury’s target audience age range of 16 and over. The trailer
shows young adults and some teenagers which sets the age for the festival within the first few seconds of the
advert.
Why are representations used in advertising
Representations are sued in advertising because it helps to outline who the festival is aimed at and who would
enjoy it. Representations can also help to show the audience if the festival is something that they will find
appealing.
What appeal do representations have in conveying meaning to the audience
Representations appeal to the audience because they convey the festival and what is happening at the festival.
This appeals to the audience because they are more likely to know if they are interested in the festival or not if
they are aware of what the festival is and more about it.

10. Advertisements used in the campaign
Other advertisements used in
their 2014 campaign was
Facebook. Glastonbury posted
a video of Arcadia at
Glastonbury to promote the
act and the festival. This video
gives the people who didn’t
see them live at Glastonbury
the chance to watch them at
Glastonbury online, once the
user sees how good the band
were and what they missed
out on they will be more likely
to go next time so they don’t
miss out again.

11. Campaign Message
Slogan:
“Hello Glastonbury” the slogan reads. At the end of the advert the mist transforms
into the slogan. The slogan “Hello Glastonbury” suggests that this is the advert
reaching out to the audience and addressing them as Glastonbury because they will
want to go to the festival and are already a part of it.
This is effective in persuading people to attend because it makes the audience feel
that they are already a part of Glastonbury before they have attended the festival.
What is the message
The message of the advert is to come to Glastonbury.
Product’s USP
Glastonbury’s USP is the diverse and wide array of genres of music that they present
at the festival. There is no specific genre playing at the festival, there is something for
everyone.
How will target audience access message
The video opens by showing how many people are at Glastonbury and shows some of
the artists that are performing there welcoming the crowd. The audience will access
the message through a want of membership to the Glastonbury festival and
community that is advertised in the trailer.
Choice of media
The Glastonbury advertisement is in the form of a video trailer. This is beneficial to
Glastonbury because with a poster the audience can read about the festival and what
will be there but with a video advertisement the audience can see for themselves
what Glastonbury will be like and this way they will know if it is something they would
like to be a part of.

12. Legal and Ethical Considerations
Legal considerations
There is a code of broadcast advertising that
must be followed.
Ethical considerations
When making an advert for the festival
Glastonbury had to make sure that they did not
exclude any ethnic group or discriminate against
a particular stereotype of people that the
festival’s advert might find offensive.
https://www.cap.org.uk/Advertising-
Codes/Broadcast.aspx

13. Regulatory Bodies
ASA
ASA are the advertising standards authority, the
ASA control and regulate the content in
advertisements. The ASA are relevant to the audio
visual advertisement because the advert for
Glastonbury would not have been allowed to have
anything they wanted in the video. The ASA would
have been referred to for reference on what can
and can not be included in the trailer.

14. Ofcom are the communications regulator in the
UK. Ofcom are relevant to the audio visual
advertisement because they are the
communications regulator which means that
Glastonbury would have to have Ofcom regulate
their communications in order for Glastonbury
to successfully get their advertisements and
message across to their audience.
Regulatory Bodies

15. Method
Main types of adverts
The main type of advert that Glastonbury use is
poster format. Glastonbury have always used
posters and rarely have a video advertisement to
advertise the festival.
Copyright on images
Glastonbury uses patterns and cartoon like images
and they have not been taken conventionally with a
camera and have no copyright claim or icon on
them.

16. Method
Where else was the advertisement placed?
The advert was advertised during an ad break
on BBC and was also on YouTube.
Persuasive techniques
• BBC Logo
• Addresses the audience as Glastonbury
• Previews the acts performing

17. (M1) How does the audio visual and the
poster compare
The poster for Glastonbury and the
audio visual advertisement are for
two different years (2013 and 2014)
but are both advertising campaigns of
Glastonbury. Both advertisements are
bright and outline concisely that the
festival being advertised is
Glastonbury.
The poster and TV advert are similar
because the poster shows the artists
that will be at the advert, the TV
advert does this as well.
At the bottom of the poster there is a
list of sponsors, in the TV advert they
show that the festival is sponsored by
the BBC because the BBC logo appears
on the screen at the beginning of the
trailer, it is the same logo as the one
used on the poster.

18. Conclusion
I conducted research into two forms of
advertisements for the festival Glastonbury.
From all of this research I have managed to
get a large amount of secondary and primary
research that can help to inspire me to make
my own version of the adverts used for this
festival.