1. –
Level 3 Cambridge Introductory Diploma in Media
Unit 15:
Print Based Advertising
Name: Courtney Anne Edwards
Candidate Number: 3042
Center Name: St. Andrew’s Catholic School
Center Number : 64132
4. Print Advertisement
• Aims and Objectives (slide 5)
• Target Audience (slide 6)
• Representation ( slide 7)
• Campaign Message ( slide 8)
• Print based used in Campaign (
9)
• Legal and Ethical ( slide 10-11)
• Regulatory Bodies ( slide 12-13)
• Method(slide 14)
5. Aims and Objectives
The Glastonbury Festival is set at around
holiday seasons such as Christmas and summer
holidays. The company announce which acts
will be performing at Glastonbury festival a
month in advances. Therefore they use print
based advertisement to help promote the
festival , for how long it is running for e.g.
October 30-31 and social media site of where
they can find out more information.
Glastonbury festival is held at different
locations every year. When it becomes closer to
the dates of the festival, more surprised acts
are added to the list of entertainers that will be
at the festival. This helps to boost ticket sales as
more people will want to see the acts that are
performing . As well at the festival they sell
merchandises that will make the time more
memorable for the people who attended the
festival.
6. Target Audience People who look at the print based
adverts and want to go to festivals could
be mainstreamers, explores and aspires
(Maslow). Also people who are interested
in electronic and audiovisual media
festival will be entertained with social
interaction. Because it gives people the
chance to enjoy themselves and forget
there worries and be themselves allowing
them to divert (Katz) from reality.
The age range that attend the Glastonbury
festival are around the ages of 16-30. both
male and female as there is music act
there for everyone (Hartley). As for the
Psychographics they would have a
outgoing and fun personality as the
Glastonbury festival is very popular and is
also a busy event which host different
genders of music.
7. Representation
Stereotypically, at the Glastonbury festival you
will find young adults, mainly men in groups.
Similarly, you would find females in groups.
This festival may appeal to males because of
the genre of music electro. Stereotypically
males tend to drink alcohol at the festivals and
may possibly end up in conflict situations.
Furthermore the festival vibe and people you
tend to make a lot of new friends , who share
the same taste in music as you. John Berger
(1972) had the theory of ‘men act, women
appear’ you can link this to festivals because
you will have a lot of men stare and objectify
women and it could be the way they are
dressed and look. Also you can relate other
theories such as the ‘male gaze’ (Laura
Mulvey) and ‘female gaze’ (Diana Saco) and
this is because with the ‘female gaze’, for
example, women may go to concerts to see
well known male musicians and it could be
because they find them attractive and some
bands do preform topless which many people
may like.
8. Campaign Message
The campaign message with any festival event
is to grab the attention of fellow loving music
fans, to come to the festival and see there
favorite music genre and possible there
favorite artists as well. Also the campaign
message to gain awareness, by making the
news of the festival travel quickly by using
social media. For example on the Glastonbury
festival poster the social medias that they use
to help promote the festival is ‘Facebook’ and
‘twitter’. By using a dark background it helps
the text to stand out more , as it use multiple
coloures . Along with the social media logos
and the logo of where the festival will be held.
By raising awareness of the festival and
convincing people to go, this will help them to
distress and take a break. Also in the long run it
will help them re-socialize with people and not
talk about stressing topics.
9. Print Advertisements used in the Campaign
As well as print based advertising, they also
have a website and social media sites such
as Facebook and twitter . These are the main
ways of how to find out information about
the Glastonbury festival. On Facebook it
gives you updates of when the next festival
will be and reveals the special guest that
where not mentioned on the official
website. On twitter as well as updates on
the next festival. Furthermore another form
of advertising is through audio in the form of
TV adverts , which are released to the public
few months in advices before the festival
itself, another way we see these adverts are
through YouTube .Also back when we didn’t
have the internet Glastonbury only form or
advertising was through poster , the
development on the poster has change
drastically from the 1970’s when the very
first poster was released. The poster was
plain black and white compered to the
colorful poster we are all used to seeing
today. Finally when your at the festival there
are lots of merchandises such as top, cups
and tope bags which promote the festival
and will be a reminder of their day at the
festival.
10. Legal and ethical
When creating print based advertisement for
Glastonbury festival , they have to make sure to
not use a similar font as other companies so
they don’t get copyright for using the same
font. Also for their own font they would need to
get it copyrighted so other companies cant you
the font they have created. As well as copyright
you can also refer this to ‘intellectual property’.
The best way to protect IP is to get a patent , in
doing so no one can use any of your
information without permission and having to
pay for including you work into theirs. You also
have royalties , anyone who has legal
ownership of their work and others wish to use
it , such as a artists logo, they will receive
royalties, depending on the amount of income
that has been generated . This can be another
way for music artist to gain income due to the
fact that gleam festival would need to adverts
who will be performing on the given date.
11. Legal and ethical
Other aspects which are important
when involving legal and ethical would
be the model release. Also with print
based media you would needed
permission to use someone else’s
work. For example bands font/logo
without a signed document you will
have legal claims made against you as
it is not you original work that you
wish to use. Furthermore , public
interest is also important this means
that the welfare of the public in minds
and is approved through promotion
also you can look at what expected
profits and loses could be.
12. Regulatory bodies
ASA:
The advertising standards authority is
the self-regulatory organization of
the advertising industry in the UK.
The ASA has a useful website when
evaluating campaigns. It’s possible
that learners may also find press
packs and marketing material for
print products. Such as BARB
(broadcasting audience research
board) or the RAJAR (radio joint
audience research) useful for current
research statistics on the target
audiences.
This relates back to my print
advertisement because, in order to
create the print based advertisement
we have to follow the guideline in
order for it to be shown to the
general public.
Link: https://www.asa.org.uk
13. Regulatory bodies
Ofcom:
Ofcom regulate the TV, radio and video on
demand sectors, fixed line telecoms, mobiles ,
postal services, plus the airwaves over which
wireless device operates.
Ofcom also make sure that the people in the
UK get the best from their communication
services and are protected from prank calls ,
scams and sharp practices, while ensuring that
competition can thrive.
Ofcom can operate under a number of acts of
parliament, including in particular the
“Communications act 2003. stating that
Ofcom must act within the power and duties
set for it by parliament in legislations.”
This relates back to my audio-visual because,
in order to create the audio visual we have to
follow the guideline in order for it to be shown
on TV, radio etc..Link:
http://www.ofcom.org.uk
14. Method
Glastonbury festival start to announce
/ advertise the festival around march
on their Facebook page . many people
look forward to autumn and start to
say which bands will be performing it
could lead to the public already buying
tickets and persuading their friends to
go too. I know they start to advertise
around this time as the first mention
their announcements is 23th March.
Lastly, by adding advertisement in
music magazines and on radio shows,
this will get people thinking about
going because they would already be
reading or listen to music.
16. Aims and Objectives
The Glastonbury festival audio visual aim is to
gain the audiences attention and want to come
to this festival. In the audio visual it shows
different act playing their music to the
audiences, also it shows the people having fun
with their friends singing along with the music
taking photo to remember the day. Compared
to the poster the audio visual make you want to
go to the festival more as you can see the fun
people are having. It makes you want to go and
experience the same fun they are having. The
main objective is to get more people to come
to the concert and by them using visual audio it
can be shared on different media site and it
gives people a taste of what the concert will be
like if they go.
https://www.youtube.com/watch?v=qD6Y-W4KqOo
17. Target Audience
People who look at the audio based
adverts and want to go to festivals could
be mainstreamers, explores and aspires
(Maslow). Also people who are interested
in electronic and audio-visual media
festival will be entertained with social
interaction. Because it gives people the
chance to enjoy themselves and forget
there worries and be themselves (katz).
The age range that attend the
Glastonbury festival are around the ages
of 16-30. both male and female as there is
music act there for everyone (Hartley).As
for the Psychographics they would have a
outgoing and fun personality as the
Glastonbury festival is very popular and is
also a busy event which host different
genders of music.
https://www.youtube.com/watch?v=qD6Y-W4KqOo
18. Representation
Stereotypically, at the Glastonbury festival you
will find young adults , mainly men . This is
because it showcase different music from pop
to electro. Additionally at the festival there
tends to be a lot of alcohol, which can turn
into fight in the middle of the festival , when
they go over the limit. Furthermore the
festival vibe and people you tend to make a lot
of new friends , who share the same taste in
music as you. John Berger (1972) had the
theory of ‘men act, women appear’ you can
link this to festivals because you will have a lot
of men stare and objectify women and it could
be the way they are dressed and look. Also
you can relate other theories such as the ‘male
gaze’ (Laura Mulvey) and ‘female gaze’ (Diana
Saco) and this is because with the ‘female
gaze’, for example, women may go to concerts
to see well known male musicians and it could
be because they find them attractive and
some bands do preform topless which many
people may like
https://www.youtube.com/watch?v=qD6Y-W4KqOo
19. Campaign Message
The campaign message with any festival event
is to grab the attention of fellow loving music
fans, to come to the festival and see there
favorite music genre and possible there
favorite artists as well. Also the campaign
message to gain awareness, by making the
news of the festival travel quickly by using
social media. For example on the Glastonbury
festival audio visual the social medias that
they use to help promote the festival e.g
‘Facebook’ ,‘twitter’ and ‘YouTube’. By using a
dark background it helps the text to stand out
more , as it use lost of coloures . By raising
awareness of the festival and convincing
people to go, this will help them to distress
and take a break. Also in the long run it will
help them re-socialize with people and not talk
about stressing topics.
https://www.youtube.com/watch?v=qD6Y-W4KqOo
20. Print Advertisements used in the Campaign
As well as print based
advertising, they also have a
website and social media sites
such as Facebook ,twitter and
YouTube . These are the main
ways of how to find out
information about the
Glastonbury festival. On
Facebook it gives you updates
of when the next festival will be
and reveals the special guest
that where not mentioned on
the official website. On twitter
as well as updates on the next
festival.
https://www.youtube.com/watch?v=qD6Y-W4KqOo
21. Legal and ethical
When creating audio visual advertisement for
Glastonbury festival , they have to make sure to
not use to much material of a song that was
performed at the festival as they can copyright
for using or leaking a song that was not given
permission for. Also it should be in the public
best interest when shooting as you need to
think what they want to see , and promote
them to come to the festival .As well as
copyright you can also refer this to ‘intellectual
property’. The best way to protect IP is to get a
patent , in doing so no one can use any of your
information without permission and having to
pay for including you work into theirs. You also
have royalties , anyone who has legal
ownership of their work and others wish to use
it , such as a artists logo, they will receive
royalties, depending on the amount of income
that has been generated . This can be another
way for music artist to gain income due to the
fact that gleam festival would need to adverts
who will be performing on the given date.
https://www.youtube.com/watch?v=qD6Y-W4KqOo
22. Legal and ethical
Other aspects which are important when
involving legal and ethical would be the model
release. Also with audio visual media you would
needed permission to use someone else’s work.
For example bands song without a signed
document you will have legal claims made
against you as it is not you original work that
you wish to use. Furthermore , public interest is
also important this means that the welfare of
the public in minds and is approved through
promotion also you can look at what expected
profits and loses could be. Also the use of
violence and bad behavior and language have
to be under control when shooting an audio
visual
https://www.youtube.com/watch?v=qD6Y-W4KqOo
23. Regulatory bodies
ASA:
The advertising standards
authority is the self-regulatory
organization of the advertising
industry in the UK.
The ASA has a useful website
when evaluating campaigns. It’s
possible that learners may also
find press packs and marketing
material for print products.
Such as BARB (broadcasting
audience research board) or
the RAJAR (radio joint audience
research) useful for current
research statistics on the target
audiences
Link: https://www.asa.org.uk
https://www.youtube.com/watch?v=qD6Y-W4KqOo
24. Regulatory bodies
Ofcom:
Ofcom regulate the TV, radio and
video on demand sectors, fixed line
telecoms, mobiles , postal services,
plus the airwaves over which
wireless device operates.
Ofcom also make sure that the
people in the UK get the best from
their communication services and
are protected from prank calls ,
scams and sharp practices, while
ensuring that competition can thrive.
Ofcom can operate under a number
of acts of parliament, including in
particular the “Communications act
2003. stating that Ofcom must act
within the power and duties set for
it by parliament in legislations.”
Link:
http://www.ofcom.org.uk
https://www.youtube.com/watch?v=qD6Y-W4KqOo
25. Comparison – link together
The similarities that both the print base and audio have in common are they both
follow the principles of getting people to come to the concert. The differences are
one shows you what the vibe and style the concert is really like ( audio) .where as
the other just features the name of the festival and who will be performing (print
base). But to conclude both forms of media get the people excited for the concert
and wondering what the next one will be like. Also both forms of media help to
convey the message that Glastonbury wants to bring across to the public.
26. Print Based And Audio Visual Advertisement
All the adverts used, and with different medias, all link to the campaign
message because both of them inform the music lovers of whom is going to
be playing at the annual festival and the print based advertisement gives the
exact days on who will be where . Furthermore the main headliners names
are in bold/ larger font and they have videos specifically for the headliners
and this could because they will be their main selling point and who people
would mostly likely go and see. Additionally, the colour schemes are very
similar in the fact that they just reversed them for the different types of
media, this will again make people remember the festival every time they
see these colours used. Lastly using the same fonts, for example the bands
logo, will convey their campaign message because they will be promoting
‘the most revered artists’ and this will also allow fans to recognise their
favourite bands straight away.
27. Conclusion
From this Lo unit we learned the differences and similarities between
audio and print based advertisement. Also it a form of persuading
people to go to the festival, through these form of media.
