This document provides an overview of a print advertising campaign for Adele's 2016 concert tour. It discusses the aims and objectives of promoting awareness and ticket sales for the tour. A website and YouTube video were used to advertise the tour dates and locations. The target audience is described as spanning all ages, genders, classes and nationalities. Representation of Adele in the poster aims to attract viewers through her appearance and portrayal of an enjoyable, relaxing experience at the concerts.

1. –
Level 3 Cambridge Introductory Diploma in Media
Unit 15:
Print Based Advertising
St. Andrew’s Catholic School –
Center Number: 64135
Name: Tom Evenden
Candidate Number: 2048
Unit 15 Overview

3. Contents:
Slide 4 … Aims and Objectives
Slide 5 … Aims and Objectives (Continued)
Slide 6 … Target Audience
Slide 7 … Target Audience
Slide 8 … Target Audience
Slide 9 … Target Audience
Slide 10 … Target Audience
Slide 11 … Spending Power
Slide 12 … Representation
Slide 13 … Representation
Slide 14 … How are people being represented within the
advertisements
Slide 15 … What kinds of stereotypes are being used
Slide 16 … Consider why representations are used in advertising
and the appeal that they have in conveying meaning
Slide 17 … Campaign Message
Slide 18 … Logo
Slide 19 … Print-based Advertisements in the campaign
Slide 20 … Print-based Advertisements used in the campaign and
copyright
Slide 21 … Legal & Ethical
Slide 22 … Legal & Ethical - Continued
Slide 23 … Public Interest
Slide 24 … Violence and Offence
Slide 25 … Regulatory Bodies
Slide 26 … Method - How else was Adele and the tour advertised?
Slide 27 … Method - Billboards
Slide 28 …Evaluation of Audio-Visual Advertisement
Slide 29 …Target Audience
Slide 30 …Target Audience
Slide 31 …Target Audience
Slide 32 …Target Audience
Slide 33 …Target Audience
Slide 34 …Representation
Slide 35 …Representation
Slide 36 …Representation
Slide 37 …Campaign Message
Slide 38 …Sponsorship
Slide 39 …How does this all appeal to the target audience
Slide 40 …(M1) Advertisements produced in different media linked
together
Slide 41 …Similarities and Differences
Slide 42 …Conclusion

4. Aims and Objectives
The advertising campaign for this is for
Adele’s 2016 Tour. It was created to
promote and create awareness for the
upcoming tour Adele will be doing in
March till November 2016 around
Europe and America.
For this advertisement picture, it clearly
conveys that the tour is about Adele due
to the fact that her face is the main
attraction over the image. The image is
also seen to be very exciting because it is
the same picture that Adele has for her
newest album ’25’ which connotes to
viewers that Adele will be including and
singing her new songs on her Tour.

5. Aims and Objectives (Continued)
To help advertise the campaign, a
website was put up over the internet on
26th November 2015.
Within the site, the day it had become
active, a video was put up, and over
YouTube, where Adele had finally
announced she was going to go on tour.
Later on, Adele tickets were available for
purchase for around the different
locations where Adele was holding her
shows.
Now available on the site are photos,
videos of the tour Adele has started.
There is also links to points where
Adele’s album is available for purchase
(for example ‘iTunes’).
https://www.youtube.com/watch?v=BArSjJY42nk
http://adele.com

6. Target Audience
Maslow
This poster will help keep viewers excited
for the tour because of the fact that it
includes the exact picture on the poster as
the picture for Adele’s new album of 25.
The tour also helps viewers to become
‘social climbers’ because the poster
includes the website URL for Adele’s tour
where viewers can go online for more
information.
This is helpful because then the viewers can
get even more information about Adele’s
tour in order to get some tickets to go and
see her. From here the website can convey
more pictures, videos and a note from
Adele herself in order to keep up the
excitement of the tour.
Katz
Through the use of this advertisement it
manages to ‘inform’ the public of what is
happening with Adele’s album and tour
where people can purchase the album,
book tickets and view photos and videos
linked to Adele. This is located towards
the bottom of the page where the viewer
can see where Adele will be touring
around the world. For example ‘
Belfast, UK’.

7. Target Audience
Socio-economic Needs
The tour is not certain which specific social class it is
aimed for. However the look of the poster looks like it is
aimed for ABC1E due to who it is, and what the music is
about.
A – The poster links to the Grade A because the poster’s
content looks professional and managerial which ties into
what this social class is looking for.
B – The poster grabs the attention of the social class in
Grade B for similar reasons to Grade A because of the
presentation of the poster itself to make it eye-catching,
reliable and professional.
C1 – Grade C1 would be impressed by this poster due to
how this poster manages to inform the social class what
Adele is going to be doing with her tour and where she
will be holding it.
E – Non-working (Grade E) class would find themselves
attracted to the tour poster because of Adele herself. The
fact that this poster is advertising Adele, excites the social
class due to the genre of the music that Adele has written
for her fans. This poster will excite the class because of
the Artist – which is probably one of the reasons Adele’s
face was put in the picture.

8. Target Audience
Psychographic segmentation divides the
market into groups based on social class,
lifestyle and personality characteristics.
The tour is aimed for the ‘explorer’
group. This is because of the colours
used to help emphasize the energy the
poster has through the use of colour.
Although it is kept looking neat and
professional, the colours, such as red,
help make the poster more eye-catching
for viewers. Also the energy is conveyed
by having Adele’s picture on the poster.
This is due to the type of music Adele has
made which can excite the viewers
because of their love for her music.
Psychographics

9. Target Audience
Hartley’s 7 Subjectives
• Age: Anybody at any age can go. It is only recommended however that any
child who is under 12 years of age is accompanied by an adult if a child
would like to go to the concert.
• Gender: There is no restriction of gender for the tour as Adele writes her
songs for anyone.
• Class: There is no class required at the concert due to the fact that Adele
has not written any of her songs for a particular class.
• Nationality: The concert does not expect a nationality for specific people
as Adele has her songs written for the world. So the nationalities the
poster will consider is Europeans and Americans as these are in the
regions of where Adele will be travelling.

10. Target Audience
Pass along audience
Pass along audiences are viewers which will purchase items that
are second hand.
The posters will appeal to this range of viewers because they will
not have to purchase a copy, but acknowledge the existence of
the tour in order for viewers to get involved with the live
showing.
For example the viewers may find a free copy of a newspaper,
within the paper they may find an advertisement which is a
smaller copy of poster.

11. Spending Power
For the tour to make some money, the tour put
up a website. Within the website, when it first
started off, Adele had put up a video to announce
and advertise the tour.
Also, from the website, tickets were available for
purchase – this was the main area for fans to buy
their tickets to go to the tour.
Soon after tickets were sold out. For fans who
were unable to pay the full amount, or reach the
site in time, a ‘Buy spare tickets’ feature was
brought to the website. From here fans could go
onto the site to pay less money for extra seats
that other fans could not go to.
The ticket exchange appeals to the target
audience due to the price range and exchange
feature itself. This is because the actual original
price could suit the more higher class of the
audiences and leave the exchange cheaper prices
for more of the lower target audiences. For
example 1 ticket is available for purchase in
section 112/Row U for a price of £96.50.

12. Representation
Laura Mulvey
The poster used for the tour can be
thought of as the ‘male gaze’ due to
the fact that Adele is on the poster.
This is because Adele is seen as a
particularly attractive person for
male viewers and this can help get
more and more tickets.
Male may gaze at Adele because she
looks attractive because of her eye-
liner and blusher to make her
cheekbones stand out.
The fact that Adele is looking at the
camera, directs the poster to
viewers.

13. Representation
John Berger
This poster can be seen to the idea of ‘women appear’ because within the picture,
Adele is modeling for the image. As also seen in the image, Adele is wearing make up
for the poster to help her keep up her appearance.
This means that stereotypically this poster will attract the attention of the male
gender because of how Adele has represented herself in the image she chose to pick,
without causing offense.

14. How are people being represented
within the advertisements?
Within the image of Adele’s face is
seen to be relaxed. This gives the
impression to viewers that Adele’s
tour will be relaxing and enjoyable
due to how she will present her
music. The fact that Adele is looking
at the camera leaves viewers to think
that the tour is directed at
themselves as individuals which can
help appeal viewers to buy some
tickets.