Unit 15 - LO1 Poster

1. –
Level 3 Cambridge Introductory Diploma in Media
Unit 15: LO1
Print Based Advertising
St. Andrew’s Catholic School –
Thomas Hibbert
Candidate Number : 2063
Unit 15 Overview

2. Contents
1. Introduction – Slide 5
2. Aims and Objectives – Slide 6 – Slide 7
3. Target Audience – Slide 8
4. Representation – Slide 9 – Slide 10
5. Artists who have been at Glastonbury – Slide 11
6. Campaign Message – Slide 12 – Slide 13
7. Advertisements used in the campaign – Slide 14
8. Advertising codes of practice – Slide 15
9. Relevant Legal and Ethical – Slide 16 – Slide 17
10. Legal and Ethical Considerations – Slide 18
11. Regulatory Bodies – Slide 19 – Slide 21
12. Method – Slide 22

4. Glastonbury

5. Introduction
LO1 will focus on a print based poster for
Glastonbury and an audio visual advertisement
for Glastonbury.

6. Aims of the campaign
The aim of the campaign is to promote the Glastonbury festival for June
2013. The aim of the poster is to advertise a new festival for the already
existent Glastonbury festival and to increase ticket sales for this event.
Advertising campaign’s objectives
The objectives for the Glastonbury poster are to increase sales of tickets
and to try and draw more people to the festival itself.
Techniques the campaign uses
The poster uses a bright and bold colour scheme embedded in the text
that reads “GLASTONBURY”. This straight away makes the reader aware
that it is a poster for Glastonbury and draws them in to read more about
the festival.
The poster also uses little written language for the poster. The only writing
in large amounts on the poster are the list of acts and artists performing at
the festival. The other text is the date ( June 26 – 28 2013 ) and where you
can buy tickets and enquire further about the festival.
How do the different products achieve the different objectives
Glastonbury have different posters for example the poster on the right is a
list of all the acts and what stages they are performing at. The objective to
this poster is different to the other poster for the festival because in the
first poster the objective is to inform (Katz) the audience that the festival is
there and when it is on with some of the acts performing, where as the
objective of the second poster is to persuade readers to actually attend
the festival because of all the artists that will be there and where they will
be at the festival.
Aims and Objectives

7. Aims and Objectives
Who sponsors the festival?
Glastonbury is official media partners with BBC, Q magazine,
The Guardian and recently EE have started a sponsorship for
the festival.
BBC
The BBC have a website that provides a lot of information on
the Glastonbury festival and broadcasts the event from their
site.
Q Magazine
Q magazine and other magazines from Bauer media give
coverage of Glastonbury on their website and in the magazine
themselves.
The Guardian
The Guardian has a webpage all about the Glastonbury festival
including interview, news, reviews and other forms of media
from the festival itself.
EE
After the sponsorship begun, EE supplied EE trucks that
provided an internet connection for those within 10 meters of
the vehicle.

8. Target AudienceMaslow
Using Maslow’s hierarchy of needs I think that the audience for Glastonbury have Love/Belonging needs because it is
a very family and friend oriented event. People go to Glastonbury with their friends and family and share the music
experience together.
Hartley
Age: Children under 12 are allowed to attend Glastonbury as there are amusements for children at the festival but
anyone under 16 that wants to actually go to the festival must be accompanied by someone of 18 and over.
Gender: Not gender specific
Ethnicity: The audience stereotypically would be of a white ethnicity.
Class: The class of the audience would be social class as the audience at Glastonbury are all interacting in a social
event with their friends and family.
Nationality: The festival is British so the nationality would typically be British.
Self-Image: The audience at Glastonbury would have a positive self image.
Family: The people at Glastonbury have family’s as it is a very friendship and family based festival where people and
their families can go and have fun as well as people of a young age just go with their friends.
Katz
In terms of the uses and gratifications theory the audience for Glastonbury try to entertain and escape from their
lives to forget their worries and troubles for the time being.
Socio-economic needs
The audience for Glastonbury are in the C1 – C2 because it is not a formal and high end festival and you would find
people of a similar profession for how the festival appears aesthetically.
Psychographics
Glastonbury’s audience are STRUGGLERS because of the formality in the festival and they buy alcohol and junk food
which is typically found at a festival.
Spending Power
The festival’s audience’s spending power is not high or low but in between as the demographic is C1 and C2.

9. Representation
Representation: Representation is the portraying or appearance
of someone or something in a specific way.
Laura Mulvey “Male Gaze”
“Male Gaze” is the theory of how men look at women, how
women look at themselves and how women look at other women
and that film audiences view characters from the perspective of a
heterosexual male being.
If Glastonbury were to use the “Male Gaze” to persuade people
to come to the festival then they could have a woman on their
festival poster posing in a suggestive way.
Diana Saco “Female Gaze”
“Female Gaze” is the theory of the way work is presented from a
female perspective because the creator is female or because the
gender that it is aimed at is female.
If Glastonbury wanted to use the “Female Gaze” to draw more
members of the audience in to the festival then they could make
the poster more female orientated by using stereotypical female
colour schemes (Pink).
John Berger “Ways of Seeing”
“Ways of Seeing” theory is that women are depicted in a different
way to men because the ideal viewer is a male where as the
audience sees women designed to flatter the male spectator.
Stereotypes
Stereotypes are a group of people who are held to a certain
image or way that the person should be or perform in.

10. Representation
How are people being represented within the
advertisements?
The advertisement appeals to everyone and this is
represented through the different and vast range of music
artists as well as a bright colour scheme.
Presentation of:
Ethnicity
The Glastonbury poster presents the ethnicity of white and
black people through their mixed race artists, this shows the
diversity of the music world.
Gender
The advert appeals to both genders through the artists that
are attending the festival. Artists such as U2 and The Chemical
Brothers which stereotypically appeal to the male gender are
performing at the festival as are Jessie J and Beyoncé which
are stereotypically favored by the female gender. The mix of
artists show that the festival is for both genders.
Age
The bright colour scheme and cartoon like font style for the
masthead on the poster attract a younger audience which
could help bring more people to the festival.
Why are representations used in advertising
Representations are used in advertising to try and appeal to
specific members of the audience and to try and make the the
audience see themselves in that situation where they may
feel like they belong there which will encourage them to go to
the festival or event being advertised.
What appeal do representations have in conveying meaning
to the audience
Representations convey attraction to members of the
audience and help the advertisement appeal directly to that
audience.

11. Artists who have been at Glastonbury

12. Campaign Message
Slogan: Glastonbury do not have a Slogan. But on their website they
claim their aims are to “encourage and stimulate youth culture from
around around the world in all its forms”.
Product’s USP
Glastonbury’s USP is its wide range of different artists from different
genres in one festival. This is very unique and provides a type of music
for everyone, if you aren’t into rock music then you go to the stage
where an artist you like is and because there is such a wide array of
artists at the festival, the odds are that there will be someone there that
a member of the festival will enjoy.
How will target audience access message
The audience can access the message by following the link on the poster
which will take them to the website where they can enquire about the
festival and also buy tickets for the festival itself.
Glastonbury also use their posters to inform (Katz) the audience of
information and details to do with the festival so that no one misses out
on the opportunity to go.
Choice of media
Glastonbury use various forms of media to advertise the festival
including video adverts, poster and their website.

13. Campaign Message
What message are they trying to get across to the
audience
The message Glastonbury are trying to get across to the
audience is who will be playing at the festival, where
they can get tickets and when Glastonbury is by using
simple posters and little information the print based
adverts themselves so they are more appealing to look
at, if the poster is full of information and words then no
one will pick them up and look at them if they are going
to have to read lots of different information.

14. Advertisements used in the campaign
For the 2013 campaign
there is merchandise that
was sold to promote the
festival as well as
advertise it. The
merchandise includes t-
shirts, hoodies and tank
tops.
The campaign also used
Facebook to promote the
festival back in 2013 and
advertises the festival as
something really fun and
something that is not to
be missed.

15. Advertising Codes of Practice
Advertising codes of practice
There are 2 advertising codes of practice that describe how businesses should advertise.
They cover all kinds of promotional communications, depending where the advert or promotion will appear.
Non-broadcast media
The CAP non-broadcast code has rules that cover non-broadcast advertising (eg print, online), sales promotion
and direct marketing (eg telesales and email).
The code specifies standards for accuracy and honesty that businesses must stick to, including specific
conditions, eg:
advertising to children
causing offence
political advertising
Broadcast media (eg TV, radio)
You must follow the CAP broadcast code, which covers issues including taste, decency and product placement.
As well as setting standards about accuracy and honesty businesses must stick to, they also have rules about
things like scheduling.
General broadcasting rules
You also need to follow rules about taste, decency, product placement etc that apply to all broadcasting.
These are called ‘broadcast codes’. Find out more about them on the Ofcom website.
Enforcing the rules
The rules are enforced by the Advertising Standards Authority (ASA).
Anyone who thinks advertising rules have been broken can complain to the ASA within 3 months of the advert
appearing.
If an advert breaks the rules, it may be withdrawn. If the product doesn’t match the description or the advert
breaks the law, you could be prosecuted.

16. Relevant Legal and Ethical
Main types of adverts
Legal information
Why is there legal information on the poster if there is any
There is no legal information on the Glastonbury poster but on their website they have a section depicting their
policies for how to treat the field, toilet policies and how to maintain the environment whilst at the festival.
Alcohol
There is other information on drinking, drugs and crime prevention. Glastonbury’s policy on drinking is you must
provide photo ID or you will not be allowed to buy alcohol.
Drugs
Glastonbury members involved in drugs will be evicted from the site and the police around the festival will deal
with said involved people.
Copyright on images
On Glastonbury’s website they have a copyright section that states clearly the text on the website is owned by
“Glastonbury Festivals Limited” unless acknowledged to another party.
Their copyright on images is stated in a paragraph on this copyright section of the website. The paragraph states
that “Glastonbury Festival Limited owns the copyright in all photographs taken by employees and volunteers of the
Glastonbury Festival”.

17. Relevant Legal and Ethical
Copyright
In advertisement there are copyright rules and regulations that companies have to follow for example the ‘Advertising Codes of
Practice’ which can be found on the slide before this one.
Intellectual property right
Intellectual property is property that has been created by someone and is owned by the creator. Any logo or ‘IP’ being used needs
permission from the owner otherwise they are breaching the rules. This is important for when I create my festival because if I use
someone else’s IP then I could be sued or penalised for using it without permission and especially if I claim it as my own.
Model release
A model release is a document presented when someone wants to take a picture.
Royalties
Royalties are a continuing payment based on a percentage of income from the licensed asset. When licensing artwork, the person
retains ownership of that work and will receive ‘Royalties’ for the work when it is used.
This links to Glastonbury because if someone wanted to use a logo from the festival then the royalties would go to the festival and not
the party using the logo.
Violence
The festival has a section on their website dedicated to “crime reduction and personal safety”. The page is full of information and
advice on how to reduce crime at the festival, how to maintain safety at the festival and how crime above all things will not be
tolerated.
Offensive language, behavior and material
Offensive language or behavior is something that is bound to be an issue in this modern society but the main concern around this area
is that children will be affected by the advertising if it includes any rude or age sensitive material.
This applies to festival posters because when I make my own festival poster I will need to take into account that rude or age sensitive
material will limit the age range that my poster targets as well as possible legal repercussions.
Public interest
Public interest is the well-being of the public or a population. Public interest is relevant to advertising because when an advertisement
is created the public’s interest has to be considered. Advertising will always ask the question what effect will this have on the public?
The public’s interest is always at mind when advertisements are created and will have to be when I create my poster for a festival.
http://medialiter
acies21st.blogsp
ot.co.uk/2011/02
/advertising-in-
public-
interest.html

18. Legal and Ethical Considerations
Legal considerations
Glastonbury will have to consider legally if they
have copied or used another company’s property, if
they do this then there would be legally
repercussions for Glastonbury.
Ethical considerations
Ethical considerations are values and principles that
address ‘considerations’ of what are considered
good or bad in terms of public interests or affairs.
http://www.alrc.gov.au/publications/6-ethical-considerations/what-are-ethical-considerations

19. Regulatory Bodies
ASA
ASA is an independent regulator for advertising in all
media for the UK.
Ofcom
Ofcom is the communications regulator for the UK
and they regulate TV, radio and video media.
What can be filmed
At Glastonbury there is a specific policy that you
must abide by for recording and filming the festival.
The policy states that “you are free to record your
own visit” and only use it for personal use at home.
What cannot be filmed
You cannot record any performance areas or the
performers without their consent and this is the law.
People at the festival who attempt to bring tripods
and other professional photography or recording
equipment may be denied entry or have these items
confiscated as well.
http://www.glastonburyfestivals.co
.uk/information/media/public-
video-camera-policy/

20. Regulatory Bodies
ASA stands for
‘Advertising Standards
Authority’. The ASA
regulates advertising
across all media. The ASA
have been around since
1961 up to present date
and try to make adverts
responsible and within
the regulatory standards.

21. Regulatory Bodies
Ofcom is the regulator of communications in the United Kingdom.
Ofcom provide services that ensure the public get the best out of their
communications and are immune to scams and other practices.
http://www.ofcom.org.uk/about/what-is-ofcom/
Ofcom have a website where they explain what they do and their
position in serving the public and acting in their best interest.

22. Method
Where else was the advertisement placed?
The poster for Glastonbury that I am studying can be found on
the internet as well as in physical form.
Is the festival advertised in Kerrang?
On Kerrang’s website they have a Glastonbury page where
they have articles about who is going and which bands that
are associated with Kerrang are attending and performing.
How much does it cost to advertise
It would not have cost anything to put up the posters although
unlikely but people may have been hired to put these posters
up in areas.
When will you advertise your festival
I will advertise my festival near the beginning of the year so
that people have time to buy their tickets and make
arrangements long before the festival kicks off.
Persuasive techniques used
• Logos
• Bright colours that appeal to my audience