The campaign proposal summarizes an advertising campaign for a charity shop focusing on fashion. It will use 3 images - one landscape billboard image and two portrait images in newspapers/magazines or bus stops. The target audience is ages 25-40 in poorer areas who can afford quality clothing at low prices. The campaign message is "Comfortable quality clothing at bargain prices." Images will be published over 4 weeks in June, July, and August in various local locations like the market and rail stations. The production plan outlines photo shoots and editing dates to create the campaign within legal and ethical guidelines.
2. CAMPAIGN PROPOSAL
Product-
I will be doing an advert campaign for a charity shop with a focus on fashion.
We will use 3 images. One landscape image being used on a billboard; I will also use two
portrait images publicised in a newspaper/magazine or bus stop.
Target Audience-
The targetaudience is based around both male and female aged approx. 25-40 years of age,
this is because it allows for a wider audience and attracts more people. With the gender being
at both male and female the store will be a large store thereforebeing capableto hold a wider
range of products. The target audience for this campaign is structured around working class
people who can just get by but struggle to get clothing and shoes. The store will help them to
buy clothing at affordable pricing. The Geographic’s of the targetaudience is for poorer areas
such as council estate and others, this is because we believe that this is where the shop will
be most useful and well used. We have chosen these areas because we can price the
products according to the economic situation.
Campaign message-
“Comfortablequality clothing at bargin prices”
This is the campaign message because it advertises
the shop and summarises the ethos of the charity store.
Launch date-
My campaign will be launched in the summer season or
at a large event, this has been chosen to allow for
maximum profit and to comply with high need for Sumer
clothing.
3. Schedule of advertisement- Location of advertisement-
Week 1- Image 1 (portrait) published on the
16th of June
The first image will be published in the Warrington market.
This destination has been chosen because it has a constant
flow of new people to the town.
Week 2- Image 2 (landscape) published on the
25th of July
The second image will be published on the Warrington to
Manchester rail network as I believe that this will increase
the population of the business.
Week 3- Image 3 (portrait) published on the
19h of August
The third images will be published in the Traffordcentre
this has been done to increase the outside population
Week 4- all images are published to close the
campaign. 1st-21st September
4. CAMPAIGN PROPOSALLegal & Ethical Issues-
Copy right-
Copy right was introduced in 1988 as a Designs and Patents Act and this is being enforcedstill to this today.
My campaign must follow the copy right law which states that I am not allowed to use another peoples work as my own.
Defamation-
The Defamation Act 2013 (c 26) is an Act of the Parliament of the United Kingdom, which reformedEnglish defamation law on issues of the right to freedomof
expression and the protection of reputation.
My campaign must follow the defamation act. I am going to abide by this with allowing the freedom of speech to take place.
Obscenity-
The characteror quality of being obscene;an act, utterance,or item tending to corrupt the public morals by its indecency or lewdness. Obscenity is a
legal term that applies to anything offensive to morals.
My campaign must follow the obscenity law. I am going to follow this rule by not including any information that could offend any one’s morals.
Equality-
The Equality Act protects you from various forms of discrimination relating to disability, and also discrimination and harassment: Direct discrimination is
when you are treatedless favourably than another person because of your disability.
My campaign must follow the equality act. I am going to follow this rule by not using any discriminative language.
5. PLANS FOR CAMPAIGNSLOGAN:
“Comfortable, quality clothing at bargain prices”
I chose this slogan because I believe the key point to the campaign are included in this.
TYPOGRAPHY:
The font that I will be using for my slogan is Algerian I have chosen this because I believe that this is eye catching and will bring people to the shop.
IMAGES:
Image 1- My first image will be of a male aged 20 leaning against a lamp post on an overcast day. He will be wearing thin pants, trainers and a short
sleeved t-shirt. This will be a portraitimage using a full shot capturing the body.
Image 2- My second image will be a male aged 20 standing in the middle of a path /grassy area on a hot day. He will be wearing a pair of shoes and a
pair of summer shorts with a white short sleeved t-shirt. I have chosen this type of clothing as this is going to be a hot day and this is indicating to the
viewer of how you can stay cool at a low price. This will be a full shot capturing the whole body. (landscapeimage)
Image 3-My third image will be of a female aged 21 standing in the road looking towards the camera as a direct address. This will be a long body shot
and the image will be portrait. The female will be wearing a thin crop top with an open front section around the waist, shorts and flip flops or sandals.
(Portrait image)
COLOUR SCHEME:
The colour scheme of my images will be a mainly vibrant colours to show of the clothing and to catch peoples eye. We will be using natural light to
show all the features of the clothing.
LOGO: The logo I have chosen is...
7. PRODUCTION PLANDate of photoshoot:
Initial shoot march 6th 2017 @ 13:30-14:30
Re-shoot march 6th 2017 @ 10:30-11:30
Final shoot march 10th 2017@ 12:30-13:30
Date for production:
Start production- 3rd April 2017 in pa.20
Continue production 5th April 2017 in pa.20
Continue production 6th April 2017 in pa.20
Continue production 24th April 2017 in pa.20
Finish production 27th April 2017 in pa.20
Price list:
Cannon- £249.99
Travel fair-£0
Costume 1-
White t-shirt- £5.00
Black pants- £8.00
Shoes-£12.00
Total= £338.99
Costume 2-
blue t-shirt- £5.00
Black shorts- £8.00
Shoes-£15.00
Costume 3-
White crop-top- £9.00
Blue denim shorts- £8.00
Shoes-£19.00
