This document discusses print and audio-visual advertisements for the Vfestival. It analyzes the target audiences, aims, representations, and issues around regulating various promotional materials for the festival. Print advertisements like posters and flyers aimed to inform people about festival details in an eye-catching way. Audio-visual ads on social media aimed to give a feel for the atmosphere and appeal to more people. Both promoted positive vibes but audio-visual ads seemed focused more on younger ages from 18-28 while print appeared suitable for all ages. Regulatory bodies like ASA and Ofcom oversee advertising standards.

2. Introduction
In Unit 15, I am going to be expanding my knowledge on print based
media products, how print based media products are used within
advertising campaigns. I will also be creating a poster and a flyer for the
advertisement and main insight to the festival which I will be creating.
The poster will be giving the outline information of the festival whereas
the flyer will be giving out the necessary information so that people
know more about the festival. The festival will have some relevance to
the magazines that I created in Unit 13. Finally, the festival will be in
collaboration with other organizations in order for the festival to gain
popularity. In other words, I will have sponsorship from big brands.

3. Print based advertising
Print based advertising is promotions that are found
within print based media products. These are things such
as newspapers, flyers, posters and magazines. They can
grab more attention as they can tend to be a full page.
Magazines and newspapers tend to put them into the
newspapers so that they fall out. This causes the reader
to take notice of the advertisement.

4. Aims and Objectives
The aim of the poster is to inform the reader about
the upcoming festival and any information that
corresponds with this. The poster also includes
information that is important for attracting the
target audience that is wanted. To highlight the
headline acts at the festival, they have been placed
in a larger, bolder font as this attracts the attention
of the target audience, the other acts are in a
smaller font so that they can still be seen by the
readers.
The Vfestival poster uses very vibrant and bright
colours in order to attract people to it. This poster
is very eye-catching and also gives off the
impression that there is no specific target
audience for this festival. You get this impression
as there are no photos of young or old festival
goers. The acts are also very easy to see which is
another eye-catching part of this poster.
https://www.capitalfm.com/events/v-festival/news/2017-line-up-headliner-tickets/

5. Target Audience
By denoting the Vfest poster and other promotional
products that have been released prior to the festival, I
would connote that the target audience for this festival is
around 16-32 year old's (Maslow). This is because looking
at the type of acts who tend to perform here, they tend to
be of a pop – rock culture. I would like to also like to aim
for this sort of age bracket as my target audience as I feel it
is a good mix of people who can really enjoy the music.
The socio-economic groups could be very mixed as a lot of
people from whatever background they are enjoy music.
However I do believe that the typical groups range from B
group to C2. this is because tickets for a full weekend can
be around £200. this therefore meaning group D and E
may struggle to find this money as they are typically
students and low income workers.
In addition, the house style that has been typically used by
Vfest is bright, bold and vibrant colours. I am going to use
this as some inspiration as I feel the bright colours can
tend to attract peoples attention to the posters and event
all together.

6. Representation
The majority of people that tend to go to festivals are young. this could
be a reason why most acts that perform are ones that are currently
trending with younger generations. A main theory that there is around
festivals refers to the theory of the ‘Male Gaze’ by Laura Mulvey. This
means that women center their attention to be looking at the men at
the festival or the male artists who are performing. This could lead to
more females attending the festivals then men. Another stereotypical
reason that younger people tend to attend festivals is for recreation
drug use. This can contribute into older generations not wanting to
attend the festivals as they think they will be surrounded by younger
people taking drugs.

7. Campaign Message
Vfestival was one of the UK’s leading music
festivals. Their poster gives off fun and exciting
vibes by the colours being so bright and out
there. It also could make everyone feel
included, such as an LGBT community. I say this
because this group of people tend to have a
rainbow to represent them. By Vfestival using a
variety of colours that are rainbow colours it
could make the LGBT community feel wanted.
The poster is also quite innocent looking, this
could easily appeal to families and older
generations as it does not seem like the festival
would be violent or have lots of recreational
drug use.

8. Print Based Advertisements
These are the posters that were circulating
before the Vfestival to promote it. They all
outline most, if not then all of the artists that
are going to be there with the two headline
acts clearly outlines in a bigger and bolder
font. On the poster that outlines all of the acts,
the font size gets smaller and smaller as it goes
down. This could be because they are the less
popular acts that not many people know.

9. Issues (Regulatory, Legal & Ethical)
Watermarking an image is another form of having an image copyrighted. It allows the creators of the image
to protect their image and stops anyone form falsely claiming it as their own. IP – Intellectual Property Rights
allows owners and their trademarks to be profited from their own work and time. A watermark has to be
specific on an image so that it is unable to be changed if someone was to edit the image. When you
watermark an image it is about making it clear to individuals that the image should not be copied or used
without the correct consent from the creator of the image. If work is not copyrighted, it can increase the
chances of someone reproducing that piece of work and claiming it as their own. You are able to pay a fee to
get the watermarked removed by the creator and this gives you permission to use the image.
The Data Protection Act controls how your own personal information is used by any organisation, businesses
and and the government. Anyone who is responsible for using data has to follow very strict rules. These are
called the ‘data protection principles’. They have to ensure that any information used is: used fairly and
lawfully, accurate and kept safe and secure. Everyone within a business has to follow these rules or they
could face big fines.
Ethical Issues: When a festival poster is being produced, the consequences after its release will have to be
looked at by the publisher. Consequences may be if they have targeted certain cultures, religions, age groups
or gender groups that are deemed to be vulnerable. If these are not taken into consideration then it could
potentially damage the reputation of the festival.
Vfestival did not have any legal and ethical signs on their print based advertisements. They also did not have
a copyright symbol present on the logo.

10. Role of Relevant Regulatory Bodies
The Advertising Standards Authority (ASA) are an independent
regulator which specifically target advertising across all media.
ASA’s purpose is to make sure that advertising in the media industry
are not false but ‘good’ for the audience that it is intended for. As
well as acting on complaints, ASA do other regulatory activates to
ensure that the advertising stays within the rules. The ASA are
constantly checking and reviewing ads in all media and they
regularly conduct surveys of some advertisements to ensure that
the advertising is appropriate.
Ofcom is another communications regulator in the UK who are
known to give the beset advice when talking about communication
services, they also help to protect people from scams. Ofcom is run
by a board of directors who answer questions with are based on
current agendas. Their duties come from the Parliament and their
priority is to look after their customers. They sometimes prompt
competition among other companies that they regulate. Another
thing that Ofcom do is to register complaints from people and
businesses, this helps them to take action against firms when they
let their customers down.
https://www.asa.org.uk/about-asa-and-cap.html https://www.ofcom.org.uk/about-ofcom/what-is-ofcom

11. Audio – Visual Advertisements
https://www.facebook.com/vfestival/
Aims and Objectives:
The main reason why festivals have audio-visual advertisements
is to promote their event and to appeal to a larger target
audience. They use short videos and clips as well as bright
colours, to try and get you to get a feel of the atmosphere and
entice you to buy some tickets for the event. By using this form
of advertising it gets around to more people as it can be shared
on social media platform such as Facebook and Twitter. This can
then appeal to a lot more people as others might not of heard
of the festival before.
Method:
By having accounts open on social media, such as Facebook,
Twitter as well as having a website too, this allows them to
advertise their posters and audio-visual advertisements to a
wider audience and influence people to come.
https://www.vfestival.co.uk

12. Audio – Visual Advertisements
Target Audience:
By looking at the Facebook video that was released
before the festival, I can connote that the target
audience from the video is people who are aged
between 18-28 (Maslow). This is because of the music
style that Vfestival tend to have, which is typically
pop-rock. This style of music does not tend to really
appeal to ages 35+. I believe that the socio-economic
status of Vfest is aiming for class B and C2. This is
because to be able to attend the festival you would
need to be able to have enough money to pay for the
ticket and the travel there. As well as being willing to
camp for 2-3 nights in a tent.
https://www.facebook.com/vfestival/

13. Audio – Visual Advertisements
Representation:
The majority of people that tend to go to festivals are
young. this could be a reason why most acts that perform
are ones that are currently trending with younger
generations. A main theory that there is around festivals
refers to the theory of the ‘Male Gaze’ by Laura Mulvey.
This means that women center their attention to be
looking at the men at the festival or the male artists who
are performing. This could lead to more females attending
the festivals then men. Another stereotypical reason that
younger people tend to attend festivals is for recreation
drug use. This can contribute into older generations not
wanting to attend the festivals as they think they will be
surrounded by younger people taking drugs. Within the
audio-visual advertisements, they also show diversity
which can make everyone feel included and wanted. It is
also shown a lot the stereotypical outfits that get worn to
festivals. Such as crop tops, shorts and flower crowns.

14. Audio – Visual Advertisements
Campaign Message:
The main purpose of using Audio-visual
advertisements is to try and persuade the
public into believing that they will have a good
time. This is done by hearing and seeing all the
public who attended the festival having a good
time, singing, laughing and shouting. It
promotes how it’s a good way to wind down
and have some fun with your friends/family. It
also lets the target audience know what type of
people would attend the festival and this will
help them to make up their mind on if they
want to attend or not.

15. Issues (Regulatory, Legal & Ethical)
Watermarking an image is another form of having an image copyrighted. It allows the creators of the image
to protect their image and stops anyone form falsely claiming it as their own. IP – Intellectual Property Rights
allows owners and their trademarks to be profited from their own work and time. A watermark has to be
specific on an image so that it is unable to be changed if someone was to edit the image. When you
watermark an image it is about making it clear to individuals that the image should not be copied or used
without the correct consent from the creator of the image. If work is not copyrighted, it can increase the
chances of someone reproducing that piece of work and claiming it as their own. You are able to pay a fee to
get the watermarked removed by the creator and this gives you permission to use the image.
The Data Protection Act controls how your own personal information is used by any organisation, businesses
and and the government. Anyone who is responsible for using data has to follow very strict rules. These are
called the ‘data protection principles’. They have to ensure that any information used is: used fairly and
lawfully, accurate and kept safe and secure. Everyone within a business has to follow these rules or they
could face big fines.
Ethical Issues: When a festival poster is being produced, the consequences after its release will have to be
looked at by the publisher. Consequences may be if they have targeted certain cultures, religions, age groups
or gender groups that are deemed to be vulnerable. If these are not taken into consideration then it could
potentially damage the reputation of the festival.
Vfestival did not have any legal and ethical signs on their audio – visual based advertisements. They also did
not have a copyright symbol present on the logo. Having permission to use any copyrighted content for
promotional purposes is very important for Vfestival, as the publisher is able to follow prosecutions to ‘pay
back’ any costs of them using the media product. The price of this can be on any scale.

16. Role of Relevant Regulatory Bodies
The Advertising Standards Authority (ASA) are an independent
regulator which specifically target advertising across all media.
ASA’s purpose is to make sure that advertising in the media industry
are not false but ‘good’ for the audience that it is intended for. As
well as acting on complaints, ASA do other regulatory activates to
ensure that the advertising stays within the rules. The ASA are
constantly checking and reviewing ads in all media and they
regularly conduct surveys of some advertisements to ensure that
the advertising is appropriate.
Ofcom is another communications regulator in the UK who are
known to give the beset advice when talking about communication
services, they also help to protect people from scams. Ofcom is run
by a board of directors who answer questions with are based on
current agendas. Their duties come from the Parliament and their
priority is to look after their customers. They sometimes prompt
competition among other companies that they regulate. Another
thing that Ofcom do is to register complaints from people and
businesses, this helps them to take action against firms when they
let their customers down.
https://www.asa.org.uk/about-asa-and-cap.html https://www.ofcom.org.uk/about-ofcom/what-is-ofcom

17. Comparison
Similarities:
From looking at both types of advertisements, they are similar in the way they both
bring positive vibes to the festival. Both print based and audio-visual
advertisements are bright, fun and exciting and make you want to attend the
festival.
Differences:
The target audience does seem to come across a little different in the audio-visual
advertisements then in the print based advertisements. In the print based
advertisements, Vfestival comes across as being suitable for families and just
generally people of all ages. However, after watching the audio-visual
advertisements, this opinion is changed as it seems more like the target audience
is 18-28 year olds, as these are the ages that are shown in the videos.