Unit 15

–
Level 3 Cambridge Introductory Diploma in Media
Unit 15:
Print Based Advertising
St. Andrew’s Catholic School –
James Pickering - 1997
Unit 15 Overview

Introduction
Over this unit I will develop an understanding how print
based media advertisements are used within existing
advertising campaigns.
I will produce a print based media advertisement in the form
of a poster and flyer. These two pieces of advertisement will
differ in the quantity of information provided. The flyer will
be more informative, where as the poster will provide the
reader with some insight into the festival.
The flyer will be smaller in size, but will contain more
information. Where as the poster will contain less
information, but will be bigger in size.
I will advertise a festival that will be run in collaboration with
my magazine.
I will take inspiration from existing posters and flyers, and
recreate my own, authentic piece of print based
advertisement.

Print Based Advertising
• Print based advertising is
advertisements found in print based
media such as magazines,
newspapers, flyers, posters,
billboards and direct mail.

The aim of this poster is to ‘inform’ (Katz) the target
audience of the festival in formation. The poster includes
information needed to create interest for the target
audience. The poster gives rough information, such as ‘On
the Cornish Coast’.
The main body of the poster contains a list of headline
acts. The major acts are presented in a large text, where
as the smaller, less well known bands/producers are in
smaller font at the bottom.
The poster is designed to lead the reader’s eyes to the
main acts playing. The background has a ‘wavey’ pattern
that fades out to the bottom. The background image is of
the Cornish coast, where the festival will take place. The
image includes a lot of negative space, in which the
content of the poster is placed.
There are a list of sponsors and their logos at the bottom
of the page, to inform the reader of what they can expect
to see on site in terms of sponsor stands.

With reference to Hartley’s 7 Subjectivities,
this chart illustrates that the percentage
demographic of readers are males aged 15-24
years old, the calculated median age is 19.5
years old.
There are no published statistics on the festival,
however, I can assume due to the Skate/BMX/Surf
culture that the festival is based on. I can also base
part of my assumptions of the target audience on
the fact that Boardmasters is advertised/ featured
by Kerrang! Magazine.
Kerrang! magazine are also in collaboration with
Relentless energy drink, as well as Boardmasters,
being their main sponsor. Based on these links, the
demographics of Kerrang! Magazine are below:
the rough target age of Boardmasters Festival is 18-
35 year olds (Hartley). The younger years, (below
18) are excluded as the festival is aimed at over 18s,
however under 18s must be accompanied by an
adult.. This gives a mean age of 26.5 years old. I can
assume that the gender ration would be fairly even,
but possibly larger on the male side, due to the
Skate/BMX/Surf scene being male dominated.
Psychographics is the study of personality, values,
opinions, attitudes, interests, and lifestyles. This is
important that the editorial understands the what
the reader wants, producing the best content
possible.

This chart shows the socio-economic categories that every
person is categorized by. The categorization depends on social
class, lifestyle and personality.
The ABC1 profile of Kerrang! Is 49.8%, meaning the other 50.2%,
larger quantity of readers fall below the ABC1 categories, in C2, D
and E. This is because most of the audience is in the 15-24 year
old category, meaning the majority of Kerrang!’s audience are
students.
Kerrang! Retails at £2.30, meaning it is easily affordable to
anyone, more so, the larger category that Kerrang! readers fall
into.
Blumer and Katz’ uses and gratificatoin theory is evident in
Kerrang! under the subject of ‘diversion’. ‘Diversion’ is the theory
that the audience can escape from their reality and immerse
themselves in the text
Kerrang! targets the C2, D
and E profiles, potentially,
this could be seen to have
negative impacts.
Targeting a C2, D and E
profiles means the
audience will have less
disposable income,
meaning they’re unlikely to
spend £5.00, which is how
much a ABC1 profile
audience magazine may be
retailed at, such as ‘Mojo’,
another Bauer Media
magazine.
Kerrang! magazine are also in collaboration
with Relentless energy drink, as well as
Boardmasters, being their main sponsor.
Therefore I have based the Boardmasters
target audience on Kerrang!

The majority of the attendees to Boardmasters festival will be young
adults, mainly of white ethnicity. This could be due to the fact that the
majority of the artist playing are of white ethnicity. The music genre is
not fixed, meaning artist of many different music genres play at the
festival. With the festival being largely a Skate/BMX/Surf festival, as well
as the music, the Skatepark culture stereotypically brings use of drugs.
This is a problem for event organizers as the festival can encourage the
use of drugs. The festival brings a vert halfpipe for Skating and BMX
demos. With the income of Skatepark riders, stereotypically bringing a
‘hipster’ theme.
Due to the festival being in the summer, on the coast, this encourages
John Berger’s theory of ‘men act, women appear’. Due to this you will
have a lot of men stare and objectify women and it could be the way
they are dressed and look. .This can also be related to Laura Mulvey’s
theory the ‘male gaze’ and ‘female gaze’ (Diana Saco). Additionally,
women may go to concerts to bands/musicians play if they are ‘fan girls’
- with the musicians playing

The message that the poster try's to portray is a calm,
cool beach festival. The background image of the poster
is of warm colours. This gives the reader the impression
that the festival is different to others, as it is a chilled,
beach festival. The headline acts are in the largest
writing to captivate the reader. With reference to the
Unique Selling Point of the poster, the four headline
acts are stated. The choice of colours on the poster
attracts attention, the blue, clear space on the image is
striking. The colour blue creates a calming effect for the
reader and allows them to feel relaxed.
“Blue is the colour of the sky and sea. It is often
associated with depth and stability. It symbolizes trust,
loyalty, wisdom, confidence, intelligence, faith, truth,
and heaven. Blue is considered beneficial to the mind
and body. It slows human metabolism and produces a
calming effect.” - http://www.color-wheel-
pro.com/color-meaning.html

The Boardmasters produced many posters in campaign to promote the festival, the final
poster with all the confirmed act on seems to contain a lot of in formation, however
there is a much larger information poster containing all information on about the
different stages. Below the logo on the posters, reads ‘Surf and Music Festival On The
Cornish Coast’. This is as close to a slogan as there is on the poster. All of the
advertisements use the same colour scheme of light blue, with a hazy orange bottom.
The images at the bottom are photographs of the festival, not graphics which is what
other festival posters lack.

Social Media Statistics from October 2015
YouTube Subscribers
Source:
https://www.youtube.com/user/KerrangPodcas
t/featured
56,009
Facebook Fans
Source:
https://www.facebook.com/boardmastersfestiv
al/
105,234
Twitter Followers
Source: 36,500
Boardmasters has cross media
convergence through several social
media outlets. These all allow the
readers to become a ‘prosumer’ by
voicing their opinions and queries.
Through research I have found that
Boardmasters have several social
media accounts such as Twitter,
Facebook and YouTube.

When creating print based advertisements for the
festival, they need to make sure they don’t have any
copyright infringement. This means they need
permission to use the artists name. (As the name
will be copyrighted). They also need permission to
use the font of the artist’s name as this will also be
copyrighted by the font content creator. This comes
under intellectual property, as the content creator
has paid for their work not to be copied, therefore
that must be lawfully respected as it will result in
criminal charges. If this is not the case, huge fines
will be issued and there will be a large loss of
reputation. If someone requires the use of content
for print media the producer will receive royalties.
This legally allows the advertiser to use someone
else's content as the creator receives full credit for
their work and are paid doing so.

When creating print based advertisements for the
festival they must conform with the ASA rules. This
states that the campaign must not glorify crime,
drinking alcohol, participating in sexual activities or
taking drugs. ASA standards operate around the
following: Understanding, Awareness, Support,
Proactive and Impact. This aims to make sure very
UK advertisement is responsible. This is something
that the Boardmasters press board would’ve had to
take into consideration when designing the poster.
The poster must be clean and informative as it will
be seen by everyone.

Boardmasters must release press packs and advertisements early enough to create
interest for the year’s festival. They will typically release information on the artists
performing in around February as the target audience will start getting interested and
start organising what they will do with their group of friends. Tickets for the upcoming
year are sold instantly after the festival as people will be interested in going next year, so
allowing people to buy tickets whilst interest is still high is important and helps them sell
as many tickets as possible.

The aim of this ‘audio-visual’ promotional video is to inform the target audience of the festival
in formation. The video includes information needed to create interest for the target audience.
The video opens with the shot shown to the left of an aerial shot of a beach, much like the
colour scheme on the print based advertisements. The video aims to cover as many aspects of
the festival possible and includes many slow motion shots, aerial shots and close ups of people
enjoying themselves at the festival. The video gives information on the artists playing. The last
section of the video focuses on informing the audience on the surfing element that the festival
is based on. The World Surf League Championships take place at the festival. The festival have
moved from being a surfing festival, to a music festival with other features such as a BMX and
Skateboarding festival. The advert aims to reach out to new and different people that would
not otherwise know about the event via the Surf/BMX/Skateboard culture.

The target audience for the festival is around 18-35. The
younger years, (below 18) are excluded as the festival is
aimed at over 18s, however under 18s must be
accompanied by an adult.. This gives a mean age of 26.5
years old. I can assume that the gender ration would be
fairly even, but possibly larger on the male side, due to
the Skate/BMX/Surf scene being male dominated. The
audio-visual advertisement aims to encourage people that
haven't previously been to the festival an insight on what
the festival is really about. Originally, the target audience
for the festival will have been surfers as the festival was
primarily a small surf festival, but over the years, every
year, the festival has gained interest and is now one of the
biggest event son the British professional surfing calendar.
There are realistically tow target audiences of the festival;
those interested in the music festival and those interested
in the Surf/Skate/BMX competitions/demos. The audio-
visual offer to aim insight into both of these sides of the
festival, however there is no mention of the Half pipe for
Skate/BMX demos, which attracts a decently large crowd.
Psychographics is the study of personality, values, opinions, attitudes, interests,
and lifestyles. This is important that the editor understands what the viewer
wants, producing the best content possible. He must edit the video including
relevant content about the festival, but he must pick suitable video clips to give the
best overview of what the festival is about.
The ABC1 profile of Boardmasters
falls within the C2DE end of the
scale due to the younger target
audience that the festival receives.
The majority of the people ate the
festival will be in the in the E
category as they will be students or
casual workers.

The majority of the attendees to Boardmasters festival will be young adults, mainly of white ethnicity. This could be
due to the fact that the majority of the artist playing are of white ethnicity. The music genre is not fixed, meaning
artist of many different music genres play at the festival. With the festival being largely a Skate/BMX/Surf festival, as
well as the music, the Skatepark culture stereotypically brings use of drugs. This is a problem for event organizers as
the festival can encourage the use of drugs. The festival brings a vert halfpipe for Skating and BMX demos. With the
income of Skatepark riders, stereotypically bringing a ‘hipster’ theme.
Due to the festival being in the summer, on the coast, this encourages John Berger’s theory of ‘men act, women
appear’. Due to this you will have a lot of men stare and objectify women and it could be the way they are dressed
and look. .This can also be related to Laura Mulvey’s theory the ‘male gaze’ and ‘female gaze’ (Diana Saco).
Additionally, women may go to concerts to bands/musicians play if they are ‘fan girls’ - with the musicians playing.
Throughout the video there are clips of young girls that may attract men to go to the festival according to the ‘male
gaze’. This will be a large feature of any promotional video aimed at teens/young adults as they may feel inclined to
go .

The aim of the video is to portray the vibe of the
festival - a DeadMau5 song is played over the
video to give some insight as to what genre of
music the festival is based around. The video
aims to give the impression that the festival is
different to others as it is a chilled beach festival.
The headline acts are written in text over video
clips shot over last year’s festival. The video aims
to captivate the viewer and make them feel
inclined to buy a ticket.
The description of the video reads “With only 34
day's to go, the official Boardmasters trailer for 2016
has landed! From sunrise yoga, to sunset surf
sessions, along with some of the best music acts
around, the ultimate beach side, summer festival is
waiting for you! Are you ready?!” This aims to create
hype for the festival and assure the viewers they
have made the best decision to go to the festival.

When creating audio visual advertisements for the festival, they need to make sure they don’t
have any copyright infringement. This means they need permission to use the artists name.
(As the name will be copyrighted). This comes under intellectual property, as the content
creator has paid for their work not to be copied, therefore that must be lawfully respected as
it will result in criminal charges. If this is not the case, huge fines will be issued and there will
be a large loss of reputation. If someone requires the use of content for print media the
producer will receive royalties. This legally allows the advertiser to use someone else's content
as the creator receives full credit for their work and are paid doing so. The producer of the
video must make sure that they have full permission to use the video clips shot by the
respected videographers.

When creating print based
advertisements for the festival they
must conform with the ASA rules.
This states that the campaign must
not glorify crime, drinking alcohol,
participating in sexual activities or
taking drugs. ASA standards operate
around the following:
Understanding, Awareness,
Support, Proactive and Impact. This
aims to make sure very UK
advertisement is responsible. This is
something that the video editor and
cinematographer would’ve had to
take into consideration when
producing the audio visual. The
video must be clean and clear. It
must not give the wrong
impression, as it will be seen as a
true representation of the festival.

Boardmasters must release the audio visual early enough before the festival. There is delay needed to
release the video due to newly released acts and the possibility of acts cancelling. The need of accuracy
according to acts is crucial as they cannot delete the video and change it as easily as they could with a
poster. The promotional video was published on the official Boardmasters YouTube channel on the 7th of
July – just over a month until the festival. The majority of the festival attendees will have already have
bought their ticket, therefore they will be anticipating a video. This will create hype for the festival and will
possibly create interest for new people to attend the festival – if the the tickets haven't already sold out. It
is important that they sell as many tickets as possible, therefore the video must contribute as well as the
other promotional packs.

The main body of the poster contains
a list of headline acts. The major acts
are presented in a large text, where
as the smaller, less well known
bands/producers are in smaller font
at the bottom.
The poster is designed to lead the
reader’s eyes to the main acts
playing. The background has a
‘wavey’ pattern that fades out to the
bottom. The background image is of
the Cornish coast, where the festival
will take place. The image includes a
lot of negative space, in which the
content of the poster is placed.
There are a list of sponsors and their
logos at the bottom of the page, to
inform the reader of what they can
expect to see on site in terms of
sponsor stands.
The aim of this poster is to ‘inform’
(Katz) the target audience of the
festival in formation. The poster
includes information needed to
create interest for the target
audience. The poster gives rough
information, such as ‘On the Cornish
Coast’.
I would use the same style of the
poster, keeping the house style the
same. I would use a similar image
with the dead space provided above
for the clean background. I will
change the ‘wavey’ background to a
tessellated polygon style
background. This is similar but not
an exact copy, this makes it unique
but uses the same theme. The
pattern will fade in opacity towards
the bottom of the poster so that it
doesn’t distort the image at the
bottom. I could use an image of the
night sky with stars in the area of
dead space. This would contrast to
the summer beach scene, using a
darker background, yet it should
look as professional.
When re designing the poster I
would use the same layout as
the text is on this poster, I would
just alter the image/use of
colours. I will add a

Print based
advertising
Colour
Schemes
Festival
Names
Marketing
Frequency
of Release
Target
Audience
Slogans
Slogans
I will have a basic slogan such
as ‘For the music’ – this is short
and basic, it should connote
freedom for the festival and
allow everyone to escape
reality and allow them to take a
break from their daily lives.
Festival names
I wont use the name of my
magazine as the festival
name as it is too basic for
a festival name. Also, it
may give the impression
that the festival is only
rock genre music, where
as it will be quite open to
genre, allowing a wider
target audience. I will use
the name ‘Fluid Fest’ as it
doesn’t associate to a
music genre, therefore the
wrong impression cannot
be given.
Colour Schemes:
Poster will have a light colour scheme of
white and blue. I want the colour scheme to
be basic and simple to give a clean look.
Frequency of Release: I must make sure that the content reaches the target
audience in enough time, therefore are fully informed about the festival, and
can buy tickets. Releasing festival information is difficult as it must be in good
time so that people can buy tickets, yet artists are unpredictable, therefore
there may be additions and cancellations. I will release the main headliners
before the dates, therefore people can startto make a decision.
Target Audience: My target
audience will mainstreamers
(Maslow’s theory) due to the
nature of the event being a
festival, meaning the people
will go for the experience. The
gender ratio would be about
60% male 40% or less female.
The age range will be about
16-30. This is because the
music will be modern rock and
electronic music. These two tie
in well with the younger
generation, as these were two
completely different genres
with their both different
stereotypes in the older
generations of the 90’s
Marketing
I will market my product using
audio-visuals and posters. The
posters will mainly be
distributed online and over
social media as they are more
likely to be seen. Additionally,
printing thousands of posters
and distributing them would
be expensive, time consuming
and not very environmentally
friendly due to ink and paper
usage.

Mood board conclusions
The images I have included on my
mood boards offer to give me
inspiration for my poster. I will
incorporate the use of geometric
shapes and patterns to compliment
the clean and basic backgrounds.

The first hand drawn draft I created aimed to replicate the
2016 Boardmasters layout. The clean background with a
large amount of dead space compliments the subtle beach
at the bottom of the image. The tone of colours are the
same over the 2016 Boardmasters media advertisements.
This hand drawn draft aimed to replicate the clean
aesthetics of the Boardmasters advertisement.
The second hand drawn draft I created aimed to replicate
the 2011 Boardmasters layout. The busy background with
the cliff face offers to represent what the festival really
offers. Being surfing and music. This can be seen with the
two contrasting festival activities shown next to each other.
This hand drawn draft aims to use the same initiative of the
designer, yet offering a different product.

These are the graphic layouts I have produced in relation to my hand drawn drafts. I have
created these on Photoshop and used gradient backgrounds to show how the sky will create a
contrasting tone against the poster conventions and the land. These graphic layouts are based
on the hand drawn drafts, which are based of the 2016 and 2011 posters as those two were my
favourite designs. My poster will be A4 size, allowing the user to see the image of the venue as
t6he background, as well as being able to view all the details from afar. The background images
are kept as simple as possible, to minimise ink costs.

As my original magazine name is ‘ROQ’
I do not think this would fit the needs
of a festival name as ‘ROQ Fest’ seems
dull. It may also be misleading as the
festival does not only feature rock
artist, which would be the immediate
assumption by the audience. ‘FLUID
FEST’ is different and is not specific to a
music genre.

I will use ‘Repetition’ , an ‘eroded’ font style by DaFont. I will use this font as is it has a
different look to a regular Sans Serif style font that may be seen as boring. The font also has a
hand drawn look. This works well with the theme of the festival, going with the beach culture
that the festival portrays. I will use this as the main font to type out the artist names and I will
use a different font for the logo design.
This is a sample as to how the font will
look on the poster. I will use to type
out the artist’s names. This will give a
cleaner look as the Boardmasters style
is. This looks more professional than it
would
with logos and different font styles
from different artists.

I will use this geometric pattern for my
background, this is similar to the wavy
background style used on the Boardmasters
poster. The pattern is tessellated and fades
out towards the bottom.
I will use this background
image for my poster. The
sunrise tone is a warm
orange/pink colour. I will
contrasting colours for the
logo (green and blue). I
have edited this image to
enhance the colours. I
have reduced the contrast
on the sea to give a softer
effect on the sky as it was
slightly too strong. The
original is shown to the
right.

When carrying out my advertising campaign I must make sure it conforms with the rules and regulations set by ASA.
These rules and regulations apply to for advertisers, agencies and media owners to follow. They include general
rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover
advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.
My products must be copyrighted so that no one can copy my designs and logos. Additionally , I must have
permission to use band’s logos and consent from the font creator as it is primarily their work being shared. If I do
not have permission for the use of these logos/brands, then I would be committing an offense that may lead to
large fines or court cases.
My campaign must not be seen offensive in anyway, shape or form. The ASA standards must be met in production
of the products, specifically in the ‘Misleading Advertising’ – ‘A key and extensive section of the Code, containing
rules such as substantiation (evidence to prove claims); pricing; the use of the word ‘free’; availability of products,
comparisons, testimonials and more.
I will also pay attention to the ‘Harm and Offence’ - Rules to ensure that ads do not cause harm or serious or
widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy.
Ensuring I meet these rules and regulations will make my advertising campaign comply with industry standards. This
will mean my advertisement will be allowed to be circulated anywhere, without the possibility of offending anyone.

I plan on taking an image at sunrise
on the beach such as this for my
poster background. I will take the
image just as the sun rise over the
surface of the sea. I may include
foreground features such as boats
and buoys.
This is the image that I took on the beach
at sunrise. The tide was in, so I couldn’t
include any of the break on the beach.
Instead, I framed the horizon in the
middle of the frame. There were boats
moored in the bay, so I included them in
the frame. The sun isn't in the middle,
however, if it was, it may have looked
slightly artificial.

Canon 7d mark 2
Canon 70-200mm f/4
Manfrotto 055 tripod
SanDisk 16GB SD card
Adobe Photoshop
Lightroom 5

This is my festival poster
that will be used to
advertise my festival –
‘Fluid Fest’. This will be
seen stuck up around
relevant areas and will
be circulated online. This
poster is more
informative than the
magazine advertisement
as it includes more
information about the
event. It contains the
basic information such
as: date, acts confirmed,
sponsors and social
media accounts. It uses
similar features to the
Boardmasters such as a
basic fading pattern,
white capital text and
beach sunrise.

This is my festival
magazine
advertisement that
will be used to
advertise my festival –
‘Fluid Fest’. My
advertisement aims to
be brief and
informative. It will be
found being advertised
in relevant magazines
such as my Rock
magazine ‘ROQ’. This
version of the poster is
a lot more brief,
excluding the artist
information, only
including logo, social
media links, sponsors
and website.

Budget Summary
Set-up cost: £44,477.60
Post set-up cost: £33,907.20
Apple MacBook Pro with
Retina Display 13.3″
£889.00 x 8 = £7,112
2 Person desk
£746.90 inc. VAT x 8 =
£2,988
Adobe Creative Cloud
Office Desk Chair
£58.80 x 8 = £470.40 Office Space - KT22
£300 per person, per month.
£300 x 8 = £2,400 per month
£28,800 per year

The Production Costs Of ‘ROQ’
Advertising Rates
These are the advertising rates for companies wishing to advertise their companies,
products and services. The various prices for each advertisement is listed above.

Production Plan
Unit 15 – Print Based Advertising – Production Plan Template
Week beginning: February 16th 2017
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Decisions are made
on who will be the
main headliners and
on which days
Design layout created
for the main
headliners
Create poster with
main headliners for
release on Saturday
Posters prepared and
sent off for printing
Posters printed Posters are released Day off
Complete by:
January 30th
Complete by:
January 30th
Complete by:
January 30th
Complete by:
January 29th
Complete by:
January 30th
Complete by:
January 30th
Start designing
poster for remaining
headliners
for the second
headliners
Create poster with
second headliners for
release on Saturday
Monday
Complete by:
February 1st
Tuesday
Complete by:
February 2nd
Wednesday
Complete by:
February 3rd
Thursday
Complete by:
February 4th
Friday
Complete by:
February 5th
Saturday
Complete by:
February 5th
Sunday
Collect artist
information for
poster profiles
for the individual
posters
Create poster for
individual profiles for
release on Saturday
Complete by: February
7th
7th
8th
9th
10th
11th
Start designing final
official poster
for the final official
poster
Create final official
poster for release on
Saturday
Posters printed Final official poster
released
Day off
Complete by: Complete by: Complete by: Complete by: Complete by: Complete by:
February 14th February 15th February 16th February 17th February 18th February 18th

Production Schedule
Important meetings Key Date
Client meeting to discuss poster design 25/1/2017
Designer meeting to discuss image design 27/1/2017
Budget plan 30/1/2017
Post production 1/2/2017
Client approval meeting 3/2/2017

Risk Assessment
Location: Priory Bay
Hazards: Smashed glass,
sharp rocks, incoming
tides
Floor surface: Soft sand
Desired clothing: jumper,
shorts, shoes with grip

Production Schedule
Important meetings Key Date
Client meeting to discuss poster design 25/10/2017
Designer meeting to discuss image design 27/01/2017
Budget plan 30/01/2017
Post production 01/02/2017
Client approval meeting 03/02/2017

The images below show the environment and tools I used to
present my music festival . I presented my pitch using Prezi.
Prezi is a presentation application that allows you to present
information.
The front of the room where the
pitch was conducted.
Computer with the pitch being
presented.
The slide changer and
projector remote that was
used.

In these four pictures, I am shown presenting my
pitch for my music festival ‘Fluid Fest’.

Feedback
After collecting a few responses,
100% of the responders rated my
poster ‘5/5 Excellent’ – this reveals
that my poster is of professional
quality. This is something I wanted
to achieve when designing my
poster.
One of the respondents claimed that the
website address was ‘hard to read’ – this was
done to make the web address blend in with
the background and look more natural. Giving
the web address 100% opacity may make it look
slightly out of place, but it would make
potentially important information more visible.

Feedback
All of the responders claimed my
poster looked very professional,
making it an authentic festival
poster; the objective of the
learning outcome.
2/3 responders said their favorite
convention was the logo,
something I spent a lot of time on
perfecting.

Feedback
All of the
respondents
revealed that my
poster looked
professional
enough to be
visited. This proves
my poster appears
clean and
professional
towards possible
target audience.
The intention of
the poster is to
look as clean and
clear as possible.

This is the witness statement I received from Miss Oliver after she watched me pitch my
music festival poster. She highlighted areas in which I could've improved my pitch and
the design of my posters. This helps create the most professional poster for industry
standards. In conclusion to my festival posters, I have carried out the tasks, allowing me
to create and pitch an industry level piece of advertisement.

After my poster was assessed, the client highlighted
likes and dislikes about the poster.
The client’s likes of the poster were: The ‘high
technical standard’ of the poster and the ‘appealing
look’.
The client also had some improvements/ dislikes
about the poster. These were:
The opacity of the website address. The visibility of
the web address is poor as the opacity of it was
lowered so it merged in better with the sea and the
surroundings.

I used two different types of photo manipulation software. The software I
used the most was Adobe Photoshop CS5.1, this software was used to
construct my music festival posters and flyers. Adobe Bridge CS5.1 was used
to edit the look of the image. Bridge gives the option to adjust the:
• Temperature
• Tint
• Exposure
• Recovery
• Fill Lights
• Blacks
• Brightness
• Contrast
• Clarity
• Vibrance
• Saturation
When an image is opened in Bridge, the exposure settings are shown in
a preview tab to the right side. Metadata below can be previewed and
edited in this preview section. When an image is selected, the image
can be opened in Camera Raw. This is the main aspect of the software I
used. Camera Raw allowed me to change everything I needed about the
image. Because I was not using the background of the image, just the
subject, I only concentrated on the subject, no matter how over
exposed or over saturated the background was. A new version of this
image is then saved.
Another software I used was Adobe Lightroom, I prefer using this
software over Camera Raselection w in Bridge. This is because it gives
me more of an advanced of tools to edit the coloring of the image. In
Lightroom, there are also hundreds of program presets that allow fast
editing. This differs from Camera Raw as you have to make the presets
yourself. Presets can also be made in Lightroom. Both Lightroom and
Bridge are made by Adobe and are made to offer tools that Photoshop
does not offer.
Adobe Lightroom
Adobe Bridge

The quick selection tool is located in
the top section of the left hand tool
bar. The keyboard shortcut for this tool
is ‘W’.
Adjusting the right settings for selection is
paramount as this will vary for every
different image and what it is you're
selecting
The ‘marching ants’ show
the selected area. This is the
background in this case. If I
wanted to refine the edge
on the subject, I would have
to in verse the selection so
the subject was selected.
This can be done via (cmd +
shft + I)
When ‘refine edge’ is
selected (located in the top
bar) the background will
disappear and go white. The
various sliders allow you to
change how much of the
selection is show. This allows
you to get the selection right.
When the edge has been
refined, click ‘ok’. The inverse
the selection again to just
select the background. Then
make sure the layer is
unlocked and press delete to
delete the background.
The image should now look
like this, press (cmd + D) to
deselect the image.

Resizing an image:
To make sure that the image that you are re sizing
is not warped, holding down shift will lock the
image’s horizontal and vertical movement axis,
only allowing the imager to move diagonally,
resizing the image.
Eye dropper tool:
To ensure the house style is sustained throughout
the designing of the front cover, the ‘eye dropper
tool’ (CTRL + E) is used to sample the colour, and
allows you to use the exact same colour. Sampling
the colour will make the house style consistent
The colour can be saved into
the ‘swatches’ and saved.
The sampled colour can be
named and selected to
colour other features and
conventions of the
magazine.

For my poster, I
chose to use the
copyright free
font archive
‘dafont.com’.
The process of
downloading a
font is as
follows:
There are a large variety of style with their regarding substyles.
For my poster/flyer I chose to use basic ‘Sans Serif’ type fonts.
This is because I wanted to give my poster a clean look.
The font can be
previewed in the
various fonts by
typing text in the
preview box. The
fonts can then be
sorted in order of
popularity.
When the ideal font is found,
more detail about the font can be
found by clicking on the font. A
‘not by the author’ is left below
usually stating that non
commercial use of the font is free,
however if the font is to be used
further than non commercial use,
contact to the author must be
made .
When ‘download’ is clicked, a zip folder
will be downloaded. This can be then
found in ‘downloads’. There will be three
files found in this folder: a JPEG preview
of the font, a text document containing
the terms and conditions stated on the
website and the ‘TrueType font file’.
When the true type font file is clicked, a
install button will come up. The font will
now appear in the computer’s font
archive.
http://www.dafont.com

In conclusion to my LO5, I have received multiple
sources of feedback, allowing me to improve my
posters. The feedback pinpointed areas that needed
adapting in order to show the information in the
clearest format possible. One of the improvements I
received on my witness statement was about website
link. It needed to be made more clear as the opacity
was lowered due to the overlay of the text on the sea.
I changed this and moved it to just above the horizon
so it could be seen better.
In order to create a poster to be seen by the public, I
needed to make sure it fully conformed with the
regulatory bodies. These made sure the poster did
not include anything that could be deemed offensive
to members of the public.
One of the key features of creating a poster is that it
must look professional. One of the ‘safe working
practices’ that I made sure my poster met was using
the ‘eye dropper tool’. This made sure that colours
matched where they needed to by ‘sampling’ the
other object.

Unit 15

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Unit 15

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