The audiovisual advertisement aims to promote awareness of the Wireless Festival 2019 by getting people to watch and share the video. The advertisement features an innovative new visual style compared to previous festival promos. It targets an audience aged 16-25 from middle and working class backgrounds, featuring both male and female artists like Drake, Nicki Minaj, David Guetta, and Jessie J. to appeal to all genders. The timing in early July after Christmas is meant to capitalize on people having money again to spend on tickets or at the event.

2. POSTERS

3. CHOSEN POSTER

4. AIMS AND OBJECTIVES
The aim of my chosen poster is to portray a fun experience through vibrant colours and
displaying who is going to attending this event. Also, the given organizer shown in the bottom
left corner is Capital radio. The use of these colours will be able to tell everyone who see’s it
that it will be worth the time and money that will have to be put in. For this event it will be at
the beginning of July which will get people a lot more excited as this is supposedly the
beginning of summer for people in UK. On the poster they show the most popular and best
performers in bigger text and a pink text, whereas for everyone else that comes after they
show them in a smaller blue font.
With the wide range of colours used on this poster could portray the amount of diversity
within the festival, this is to do with the amount of people that will be going there and the
variety of celebrity performers that will be attending the event.

5. TARGET AUDIENCE
Hartley’s theory
Age: For this event, they have gone with a target audience of around 16-25, the reason for this event being given a
higher target audience is due to the kind of activity that these events generally include. Looking at the colours for this
poster are some of the wildest and eccentric colours that this kind of event has used in all that they have created. The
colours that they have used give people an insight into what kind of experience they will be a part of.
Gender: Looking at the poster they aren’t specific when it comes to making a poster as the performers are always
both male and female. For example Drake, Nicki Minaj, David Guetta and Jessie J. stereotypically the gendered colours
being Blue (male) and Pink (female) portrays that it is targeted towards everyone.
Class: As a poster and festival as a whole, Wireless Festival would be generally focused on middle-working class and
young adults as most don’t yet work. This further connotes a reason as to why they have focused on these two classes,
between these age groups they are into the trends of the world, and Hip-Hop/ RnB styled music and artists which can
be seen performing at Wireless. This age group and class of people would be mostly attracted to this festival due to
the kind of music that all of the artists deliver but also the little things that the artists nowadays bring about.

6. TARGET AUDIENCE
Katz’ Uses and gratifications theory
Personal identification: For the average person that goes to these events are people who like the atmosphere that these induce
and enjoy all the music that performed there for the days that it is on. From their previous events it is evident that their primary focus
when hosting a festival they prefer to go with music genre of Hip-hop and RnB.
Personal relationship: The people who attend Wireless would be going to be a part of a rare experience where everyone is
there for the same thing, to have fun and all enjoy the great music that is due to play there. A lot of people at these events
choose to go so that they will be able to see the big names, in this case Drake and Nicki Minaj. For example a lot people envy
popular artist Cardi B because of her background being a stripper in the Bronx, and now being a multi-millionaire who now lives
a lavish lifestyle driving fast expensive cars and living in an amazing house.
Inform and educate: At these kind of events a lot people begin to learn a lot about their favorite artists as they will see them
on the stage for several hours when they are performing. Further to this, a lot of people will learn a lot about themselves and
being an adult as this is one of them times where you have to work well as an individual.
Diversion: People would get lost in the moment of their favourite artist performing therefore lose track of where they are, what
they are doing and what is happening around them, place themselves in a completely different zone and just fully engage with
the music and the artist in order to have a really good time.

7. TARGET AUDIENCE
Audience theory
Socio-economic needs: For this event it would be for an audience within the middle class and possibly the working class
people. The reason for this is because of the people that are performing at the event are primarily targeted towards the
middle and lower working class people. At Wireless there is more than one stage, on the main stage they have all the well-
known acts that everyone would know. Whereas, on the second stage they would have more of the selected music such as
Grime which has a very slim and focused audience.
Maslow’s hierarchy of needs
Social climbers
The person attending the festival would be driven by what they see while at the festival. This would boost their confidence
in a social element as they would have been around a lot of people having a fun time within the crazy environment and
knowing that they have been a part of that would be great for their confidence and their status.

8. CAMPAIGN MESSAGE
For this festival, their USP would
be the people who would then be
performing at the festival on each
day. On the days of the festival
there will be different performers
for every separate day. Further to
this, on a whole, this events main
message from the festival would
be just to join in on the variety of
activities and all the music that
people can get involved on there.

9. LEGAL AND ETHICAL
IP/watermark
Content that usually has copyright can be referred to as Intellectual Property (IP) and this is
protected by the law. IP can be divided into two categories; Industrial Property and Copyright. It is
important to have this because it means people will have to pay you to use your information/ ideas.
The best way to protect your IP is to acquire a patent. However, this can take several years to get
and costs over $7000 in fees.
ASA
ASA is the United Kingdoms independent advertising regular. The ASA makes sure that ads across
UK media stick to the advertising rules that are set. When looking at the ASA, it was very important
that I was not going to add anything that became misleading or offensive. I think that I have
followed the rules and regulations that have been put down because there isn't any offensive
language or images on my poster and there isn’t anything stereotypical either that can offend
certain people. For Wireless they would have to make sure that as an organisation they were being
ethical to their given audience. For example, they would have make sure everything they advertise is
accurate.

10. PRINT BASED ADVERTISEMENT
For Wireless the main advertisement for this
was through Capital FM, this is their main
sponsor in making this happen, in the months
and week up to the event on the radio they
would give away several tickets for those who
called and answered questions correctly. For
example, they would ask a question about one
of the artists who are to perform at the festival
and then if the caller got the question right
then they would give them a ticket(s) and
possibly some spending money.
Further to this, they also use their social media
platforms to boost the awareness of the event.

11. AUDIO VISUAL ADVERTISEMENTS
https://www.youtube.com/watch?v=YCAECk1Sc2sAudio visual:

12. AIMS AND OBJECTIVES OF THE
AUDIO VISUAL
The aims of the audio visual advertisement for the event is to get people to watch it and then
share it for more awareness. The new and different look on the audio visual of Wireless 2019 is
great as it is unlike any other videos that have been made for a festival of this kind; innovating
into a newer and different look is really important when it comes to spreading the awareness
and trying to increase the hype for this video and the event that follows.

13. REGULATORY BODIES
ASA:
The Advertising Standards Authority is the UK’s independent regulator of
advertising across all media. In their area expertise they are the people apply the
cost within advertisements.
OFCOM:
Also known as the communication regulator in the UK. They regulate the TV,
radio and video-on-demand sections etc. They make sure that everyone who in
involved within in the UK get the best from the services; further to this, they are
also protected from the possible chance of scams and other sharp practices.

14. METHOD
This event being how popular it is, they have to advertise months in advance in order
to get the word out on a bigger scale so that it will then give people the chance to
find out about wireless and what will be going on if they were to go to this event.
Also, it has not been a few months since Christmas so this could either mean that the
adults have had the time to regain some of the money spent throughout the
Christmas period or the younger ones from around 16 years of age will have some
money to spend either on the ticket or at the event such as a souvenir. One of the
reasons to why this is great time for them to sell their tickets is because people will be
looking for an escape from their work or school/college. The ‘norm’ for an event such
as Wireless is to go with a group of your friends, so this would mean that there would
be more money in getting people in groups to go as one; this would also make it a lot
easier to go along with the hectic experience of being surrounded by thousands of
people.

15. TARGET AUDIENCE
Age: For this event, they have gone with a target audience of around 16-25, the reason for
this event being given a higher target audience is due to the kind of activity that these events
generally include.
Gender: Looking at the audio-visual they aren’t specific when it comes to making a poster as
the performers always consist of both male and female gender. For example Drake, Nicki
Minaj, David Guetta and Jessie J. stereotypically the gendered colours being Blue (male) and
Pink (female) portrays that it is targeted towards everyone.
Class: As an audio-visual and festival as a whole, Wireless Festival would be generally focused
on middle-working class and young adults as most don’t yet work. This further connotes a
reason as to why they have focused on these two classes, between these age groups they are
into the trends of the world, and Hip-Hop/ RnB styled music and artists which can be seen
performing at Wireless. This age group and class of people would be mostly attracted to this
festival due to the kind of music that all of the artists deliver but also the little things that the
artists nowadays bring about.

16. REPRESENTATION
Representation is the ways in which the media portrays particular groups,
communities, experiences, ideas, or topics from a particular ideological or
value perspective.
Age: For this festival the targeted age for this festival would be from around
18-26, due to the acts that would be taking place such as drink and drugs
that are being used by a lot of people within the festival could be too much
for some people if they were under the age of 18.
Gender: As a poster it doesn’t specify any specific gender for the festival
which would suggest that both male and female would be suited for Wireless
festival. The reason for this is because all the artist that are included in
attending the festival can be listened to by both males and females therefore
this would be extremely unfair if they chose either male or females would
only be allowed to attend this event.
Class: Looking at the poster for Wireless 2k19, these kind of events are
primarily targeted towards the people who are in the middle-working class
and also young adults. This links with the target audience and their chosen
age range as they will be more interested in the music that is going to
performed at the event.
As you can see there are no targeted ethnicities as wireless are open all
ethnic groups.

17. CAMPAIGN MESSAGE
For this festival, their USP would be the
people who would then be performing at
the festival on each day. On the days of
the festival there will be different
performers for every separate day. Further
to this, on a whole, this events main
message from the festival would be just to
join in on the variety of activities and all
the music that people can get involved on
there.

18. PRINT BASED ADVERTISEMENT
For Wireless the main advertisement for this
was through Capital FM, this is their main
sponsor in making this happen, in the months
and week up to the event on the radio they
would give away several tickets for those who
called and answered questions correctly. For
example, they would ask a question about one
of the artists who are to perform at the festival
and then if the caller got the question right
then they would give them a ticket(s) and
possibly some spending money.
Further to this, they also use their social media
platforms to boost the awareness of the event.

19. COMPARISON
Similarities
Throughout both of the adverts used for the awareness of the Wireless festival were linked in ways of
colour scheme. Further to this, in the poster we can see the ma in headlining acts for the festival as they
all have a specific colour that has been chosen to them to use when highlighting the font. On the other
hand, in the audio visual advertisement, there is a similar style being used to make it look unique and to
look aesthetically pleasing to who is scrolling through YouTube having a look at some other videos.
Differences
Looking at the differences from the audio visual advertisement they have placed in some of the Artists’
most popular musical moments such as their music videos. The reason for this is because it will intrigue
people into buying a ticket as they will want to go and see them live and get a feel for the excitement
that they will bring.
In conclusion to this, looking over both the audio visual advertisement and the print based
advertisement there definitely similarities and differences due to them both representing the same
festival.