Latitude Festival is a three-day music, comedy, theater and dance festival held annually in Suffolk, England. The advertising campaign promotes the 2017 festival through various methods. An audiovisual advertisement on YouTube highlights past festivals to convey the atmosphere and entertainment options to potential attendees. The target audience is teenagers and adults, though children are allowed with guardians. The festival aims to attract a wide range of people from various social classes and backgrounds by offering diverse acts across multiple stages.

1. Unit 15-LO1
Nicole Mukonjo

2. Aims and objectives
The advertising campaign that is being
displayed is for Latitude Festival, the
reason as to why this was created was in
order to promote the festival as well as
gaining a wide audience that enjoy the
artists that are featured on the lineup
poster or are new to the festival settings.
This festival is set to go on from Friday
14th July 2017 to Sunday 16th July 2017
and takes place at Henham Park, Suffolk.
As well as Latitude being known as a
music festival, it also has other genres
such as comedy, theatre and dance
involved within the festival and a kids
area which is suitable for those who are
coming to the festival with children.

3. Target audience
Based on those who attend Latitude Festival, it is mainly aimed for those who are within the age range of 13-18
year olds and over, ages under 13 are allowed but should be accompanied by a parent or guardian over 18
years old (Hartley). This is because even though Latitude is known as a music festival, it also advertises other
entertainment that will be available at the festival such as comedy, theatre and dance which would be more
suited for adults so those who are 18 or over but it is also a child friendly festivals as it has a kids area for those
who come with families.
For psychographics, this is based upon the life style, social class and the personality of those who attend
Latitude festival so this would be mainly for those who have an outgoing, confident and talkative character as
Latitude festival is an event which is family-friendly and has many other events going on within the festival that
people can attend that suits their needs in order to have a enjoyable time.
In addition, for socio-economic needs, Latitude would be for those within the social classes C1, C2, D and E as
many working class families attend this festival as well as students who also attend the festival because many
of those that go to Latitude wouldn’t be in higher position jobs. This means that the spending power would be
low as students that go to Latitude were probably financially unstable or had to save up money to attend the
festival. For demographics, the majority of females would attend this festival than males due to the certain
artists that are listed to perform at the festival and how Latitude offer different entertainment if some people
are not interested in the music acts that are performing at the festival. For Katz theory, the audience will be
able to escape from reality and diverse themselves by listening to the artist on stage as well as building a
personal relationship with those surrounding them in the crowd as they can relate to each other by having the
same taste in music. The audience would be explorers based on Maslow as they are attending a festival which
features artists from different genres and through listening to these artists, they are exploring different sounds
of music and would most likely take interest into most of the artists from the festival at a later stage. This
Festival appeals to this type of audience because this features a wide range of entertainment that is suitable
for everyone including activities for children so it mainly aims at families for shows on theatre and dance then
for teens and adults, it would mainly be the music so the main acts that are due to appear at the festival as said
on the line-up poster.

4. Representation
• Firstly, those who would attend Latitude Festival would typically be around teenagers
and adults but kids are allowed to attend also but with a parent or guardian. The
audience would mainly have the majority of female of a white ethnicity due to the fact
that the majority of artists that are due to perform at the festival release music from
the alternative genre but as it has four stages, most artists that perform music from
different genres apart from alternative. Many groups would attend the festivals having
more knowledge and an interest about the artists attending the festival as well as
Latitude itself. In addition, many people especially women would go for hippy style
along with facial glitter and bum bags to represent a calm and relaxing atmosphere at
the festival as well as having a good time enjoying the artists that are appearing at the
festival. Furthermore, based on how women dress and appear at festivals, this can lead
to men staring at them as they are objectifying themselves through wearing revealing
clothing, this relates to the theory by John Berger(1972) of ‘men act, women appear ’.
There is also two other theories which can relate to festivals which are ‘male
gaze’(Laura Mulvey) and ‘female gaze’(Diana Saco). With the ‘male gaze’, this relates to
how female festival goers would appear as well as female artists that perform on stage
and how they dress, which could be seen as provocative and revealing. Lastly, with the
‘female gaze’, many women would most likely be interested in the male artists
performing depending on how he appears on stage, so if they are good-looking and are
topless, this could cause some female fans to be more interested in the performance.

5. Campaign message
• There is no campaign message for Latitude
festival but the message that they are conveying
to the audience is that it welcomes everyone into
its community and brings out positive and happy
vibes around based on its atmosphere. In
addition, the fact there isn’t many people that
attend this festival, this makes it a safer
environment for those coming with children and
also makes sure that their time at the festival will
be one of their best experiences.

6. Print based advertisements
• Apart from poster print based advertisements, latitude festival uses
synergy so social media sites such as Facebook, Twitter etc. to promote
the festivals in order to gain more attendees to the festival. Based on the
data from the Latitude festival official Facebook page, over 113,000
people like the page which connotes how popular this festival is and how
it has gained a large following based on the artists that have attended this
festival as well as other entertainment provided there. Another way
Latitude is advertised is through their website, this is able to give people
updates on those who are yet to join the line-up in performing at the
festival as well as giving those who are attending the festival up to date
information about Latitude so what is currently going on within it.

7. Relevant legal and ethical issues
• Copyright is when an author has legal rights into creating copies, licenses and
other musical or artistic work whichever the format and is entitled to owning that
work that requires authorised access for it to be used by other individuals if the
author gives permission. Based on the material that is presented on the Latitude
festival website, they have to comply with the copyright rules as they are
advertising material that is relevant to the artists that are part of the line-up for
the festival as well as featuring information about their partnerships with other
companies e.g. BBC Music and Pimms.
• IP stands for Intellectual property which is defined as having the correct type of
intellectual property protection to prevent other individuals from stealing or
copying your work. This can be applied to the names of certain products or brands,
your own inventions, the way your product is designed and the work that is
produced by yourself. Through getting IP, this will mean that you can get a patent
as this prevents anyone from using your information without permission.
• Through the libel law, this makes sure that Latitude would have to be careful
based on what is presented on its advertisement so that this isn’t classified as
defamation which could ruin any of the artists’ reputation.
• For royalties, this will be given to those who has legal ownership of their own work
and someone else wants to use their work but this is based on how much money
will be earned through this. This could also be one way that artists that are
performing at the festival earn money as Latitude has to advertise the line-up for
the festival so the artists that have agreed to attend and perform as this event.

8. Regulatory bodies
• ASA stands for Advertising Standards Authority which is a UK
independent advertising regulator so they ensure that advertisements
that are broadcasted or not broadcasted across the UK comply with the
advertising codes that are provided. The codes that relate to Latitude
Festival would be 04:Harm and offence, 05: Children, 11: environmental
claims and 18: Alcohol as these are the main subjects that the festival
needs to be aware when advertising the festival and these topics are
associated with this festival as children are involved in this festival
community so people need to be aware of what they are doing as well as
Latitude because they need to make sure that this is a safe environment
for everyone especially children.
• Ofcom is a communications regulator that is based within the UK, this
ensures that the UK has a huge range of electronic communications
services including broadband, makes sure that high quality television is
provided for viewers and make sure that those who watch television or
listen to the radio are protected from harmful or offensive content e.g.
swearing, violence and sexual content.
References
https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html
https://www.asa.org.uk/codes-and-rulings/advertising-codes/non-broadcast-code.html
https://www.ofcom.org.uk/about-ofcom/what-is-ofcom

9. Method
• Latitude festival start to sell tickets for the
next year shortly after the festival for the
current year has finished, this is so that
customers can gain tickets at a cheaper price
because as it gets closer to the time of the
festival, prices for weekend and day tickets
increase in price and demand as many people
want to obtain tickets as soon as possible
especially those who have planned to go in
groups.

10. Audio-Visual Advertisements

11. Aims and objectives of the audio visual
The screenshot that is displayed is the
audio visual advertising campaign for
Latitude Festival 2017. A video on the
highlights of Latitude Festivals has been
uploaded onto the official YouTube
channel of the festival. These highlights
display to the viewers who didn't’t
attend the festival what is included at
the event as well as music. This also
gives people an idea of what the
general atmosphere is like as well as
those coming together as a community
to enjoy the entertainment that is lined
up to happen so that this can be a great
experience for everyone including
children for one weekend only.
References
https://www.youtube.com/watch?v=5hriydCh_oM

12. Target audience
Based on those who attend Latitude Festival, it is mainly aimed for those who are within the age range of 13-
18 year olds and over, ages under 13 are allowed but should be accompanied by a parent or guardian over 18
years old (Hartley). This is because even though Latitude is known as a music festival, it also advertises other
entertainment that will be available at the festival such as comedy, theatre and dance which would be more
suited for adults so those who are 18 or over but it is also a child friendly festivals as it has a kids area for
those who come with families.
For psychographics, this is based upon the life style, social class and the personality of those who attend
Latitude festival so this would be mainly for those who have an outgoing, confident and talkative character as
Latitude festival is an event which is family-friendly and has many other events going on within the festival
that people can attend that suits their needs in order to have a enjoyable time.
In addition, for socio-economic needs, Latitude would be for those within the social classes C1, C2, D and E as
many working class families attend this festival as well as students who also attend the festival because many
of those that go to Latitude wouldn’t be in higher position jobs. This means that the spending power would
be low as students that go to Latitude were probably financially unstable or had to save up money to attend
the festival. For demographics, the majority of females would attend this festival than males due to the
certain artists that are listed to perform at the festival and how Latitude offer different entertainment if some
people are not interested in the music acts that are performing at the festival. For Katz theory, the audience
will be able to escape from reality and diverse themselves by listening to the artist on stage as well as building
a personal relationship with those surrounding them in the crowd as they can relate to each other by having
the same taste in music. The audience would be explorers based on Maslow as they are attending a festival
which features artists from different genres and through listening to these artists, they are exploring different
sounds of music and would most likely take interest into most of the artists from the festival at a later stage.
This Festival appeals to this type of audience because this features a wide range of entertainment that is
suitable for everyone including activities for children so it mainly aims at families for shows on theatre and
dance then for teens and adults, it would mainly be the music so the main acts that are due to appear at the
festival as said on the line-up poster.

13. Representation
Firstly, those who would attend Latitude Festival would typically be around
teenagers and adults but kids are allowed to attend also but with a parent or
guardian. The audience would mainly have the majority of female of a white
ethnicity due to the fact that the majority of artists that are due to perform at
the festival release music from the alternative genre but as it has four stages,
most artists that perform music from different genres apart from alternative.
Many groups would attend the festivals having more knowledge and an interest
about the artists attending the festival as well as Latitude itself. In addition,
many people especially women would go for hippy style along with facial glitter
and bum bags to represent a calm and relaxing atmosphere at the festival as
well as having a good time enjoying the artists that are appearing at the
festival. Furthermore, based on how women dress and appear at festivals, this
can lead to men staring at them as they are objectifying themselves through
wearing revealing clothing, this relates to the theory by John Berger(1972) of
‘men act, women appear ’. There is also two other theories which can relate to
festivals which are ‘male gaze’(Laura Mulvey) and ‘female gaze’(Diana Saco).
With the ‘male gaze’, this relates to how female festival goers would appear as
well as female artists that perform on stage and how they dress, which could
be seen as provocative and revealing. Lastly, with the ‘female gaze’, many
women would most likely be interested in the male artists performing
depending on how he appears on stage, so if they are good-looking and are
topless, this could cause some female fans to be more interested in the
performance.

14. Campaign message
There is no campaign message for Latitude festival but the
message that they are conveying to the audience is that it
welcomes everyone into its community and brings out positive
and happy vibes around based on its atmosphere. In addition,
the fact there isn’t many people that attend this festival, this
makes it a safer environment for those coming with children and
also makes sure that their time at the festival will be one of their
best experiences. Also, through the audio visual advertisement,
it gives the audience a visual image of what the atmosphere of
Latitude is like, what sort of artists would be featured at the
festival and what other entertainment apart from music would
be available for those who have an interest in other genres e.g.
film and dance.

15. Audio-Visual advertisements used in the campaign
• Youtube was used for the audio-visual advertisement as it
made sure that the public would have a chance to see what
the festival atmosphere is like, what headline artists would
typically be due to appear at the festival and how it offers
more than just music, it brings together those within other
communities that like genres such as dance and film. latitude
festival uses synergy so social media sites such as Facebook,
Twitter etc. to promote the festivals in order to gain more
attendees to the festival. Based on the data from the Latitude
festival official Facebook page, over 113,000 people like the
page which connotes how popular this festival is and how it
has gained a large following based on the artists that have
attended this festival as well as other entertainment provided
there.

16. Relevant Legal and Ethical Issues
• Copyright is when an author has legal rights into creating copies, licenses and other musical
or artistic work whichever the format and is entitled to owning that work that requires
authorised access for it to be used by other individuals if the author gives permission. Based
on the material that is presented on the Latitude festival website, they have to comply with
the copyright rules as they are advertising material that is relevant to the artists that are part
of the line-up for the festival as well as featuring information about their partnerships with
other companies e.g. BBC Music and Pimms.
• IP stands for Intellectual property which is defined as having the correct type of intellectual
property protection to prevent other individuals from stealing or copying your work. This can
be applied to the names of certain products or brands, your own inventions, the way your
product is designed and the work that is produced by yourself. Through getting IP, this will
mean that you can get a patent as this prevents anyone from using your information without
permission.
• Through the libel law, this makes sure that Latitude would have to be careful based on what
is presented on its advertisement so that this isn’t classified as defamation which could ruin
any of the artists’ reputation.
• For royalties, this will be given to those who has legal ownership of their own work and
someone else wants to use their work but this is based on how much money will be earned
through this. This could also be one way that artists that are performing at the festival earn
money as Latitude has to advertise the line-up for the festival so the artists that have agreed
to attend and perform as this event.

17. Method
• Latitude festival start to sell tickets for the next year
shortly after the festival for the current year has
finished, this is so that customers can gain tickets at a
cheaper price because as it gets closer to the time of
the festival, prices for weekend and day tickets
increase in price and demand as many people want
to obtain tickets as soon as possible especially those
who have planned to go in groups. In addition,
through watching the audio-visual, this gives people
an opportunity to have sneak preview of what is yet
to come at the next festival as well as portraying
what the atmosphere at the festival is like.

18. Similarities and Differences
Print-Based vs Audio Visual
Similarities
They are both based on the same festival so both
advertisements would contain content that talks about
and shows to the audience what goes on at Latitude
with a visual image as well as on a print based
advertisement
Targeted at the same audience e.g. Those who
frequently attend festivals, families etc. This is based on
entertainment and activities which feature at the
festival which are also kids friendly as well as family
friendly.
They also have a consistent house style so it is easy for
the audience to identify what festival it is and what it is
meant to represent in terms of the atmosphere e.g.
Enjoyable and colourful
Differences
With print-based, it outlines which artists and other
entertainment would be featured at the festival whereas
with audio visual, you only see what is happening and
doesn't outline everything.
On the print based advertisement, different fonts with bigger
text are used in order to convey to the audience who the
headliners of the festival are but on the audio-visual, it
features content on all the artists that perform as well as the
entertainment that is available for children and adults.
On the audio-visual, it gives those who didn't go to the
festival a chance to view the highlights from the previous
year but with print- based, it gives you the line-up for those
who are performing at the festival but some people might
not have access to internet so they are unable to view the
highlights as well as purchasing tickets.

19. Conclusion
To conclude LO1, through comparing the audio-visual and print-based
advertisements for Latitude Festival, this has helped to find out more about
what the aims and objectives of the festival are as well as who the festival is
aimed at so its target audience. In addition, I looked into the representation of
the festival so which theories relate to the festival, see if there was a campaign
message for the festival which is aimed at its target audience and I explained
about the print-based advertisements but in more detail in terms of synergy
that was also used to advertise the festival. Furthermore, I related the festival
to the relevant legal and ethical issues that would be taken into consideration
when advertising the festival e.g. Copyright and I also spoke about the
regulatory bodies such as Ofcom which would be needed if the festival was to
be advertised through audio-visual and was to be broadcasted to the public.
lastly, I mentioned about the method so what latitude are aiming to do when
the festival for the current year is finished and when they start to release
tickets for the festival as well as name some of the headliners. I also did the
same headings for the audio-visual advertisement but I included the similarities
and differences between print-based and audio-visual so what is the same with
both types of advertisements and what is different about them.