- The document outlines a proposal for an advertising campaign featuring print advertisements for the annual music festival "The Golden Hour". - Two print advertisements will be created - a festival poster and a magazine back page ad. Both will advertise the festival's music genres, popular artists, and annual theme. - The target audience is males and females aged 18-35, with the goal of promoting interests in music and fashion to increase popularity and profits. - The campaign message is to express creativity and share interests in music, art, and technology. The slogan is "Sleep all day, party all night".

1. Unit 15 LO2 – Proposal
P2 Learners produce a plan for an advertising campaign that features print-based
advertisements.
Name: Patrice Insua
Candidate Number: 5107
Centre Number:64315
What is the product being advertised?
For this unit, I have decided that I would advertise an annual festival known as; ‘’The Golden
Hour’ which is sponsored and hosted by the group ‘Sunset Horizon’ since the year 2000, this is
where I plan to advertise the focal point of Fashion Style and Music genres of: Indie, Hip-hop,
Remix, R&B and Alternative Rock. In addition, I plan to advertise the collaboration of many popular
music artists which would interest my targeted demographic of both genders, although however
within a specific age range and, would be based on a newly year theme, for instance 2018,
“Summer Disco” or 2019 “Midnight Mashup” where my target audience would have the capability of
explore, social and express their similar interests in fashion and music and their personality through
their social group and presentation of self.
I have decided to create and present two different print-based media products, which would
advertise the music festival: “The Golden Hour”. I plan to create a festival poster and a magazine
back-page advertisement, which would be present on a magazine of a similar music genre; e.g.
Kerrang or XXL; the same product will be advertised on both of my print-based advertising products
as this would increase the international recognition and popularity.
What are the Aims and Objectives you are trying to achieve?
Aims:
The focal aim for my print-based advertising product would be to promote interest, emotion and
meaning of that anchors in the younger demographic. I aim to present interests in music and
fashion to convey the advertisements of the brand and its sponsor, to therefore increase in
popularity and profit through the digital advertising through many social media networks for
instance; Instagram, Snapchat, Twitter, Facebook and YouTube. My aim for this festival is that it
will be held in Reading, London during the spring/ summer period, as this will act as an anchorage
to attract consumer to my targeted demographic to the music festival.
Objectives:
The focused objective is to imply that, the brand get noticed through the sponsorship company and
that as well as continue to increase in popularity, one of my objectives is to convey the idea that a
certain about of the profit gained at the festival/ concert will be for a worthy cause; e.g. Charities
such as ‘Action in Africa’, ‘BMA’ (British Medical Association) and the ‘British Heart Foundation’. I
decided that this objective would be beneficial for those who cannot have the opportunity to travel
and have this experience, therefore offering a small portion of the profit gained each year will have
a positive impact on those less fortunate.
Target Audience
Maslow – Hierarchy of Needs
• Social Climbers - Where people of a similar age range have the opportunity to experience
the historical and cultural background of the festival, and also experience the idea of
musical festivals and witness their favourite celebrities and song artists.
• Explorers - For those who seek entertainment through a variety of executions other than
music festivals, guest celebrities and other entertainment attractions.
• Survivors - The opportunity to escape reality and witness the excitement through music,
dance and art. This type of audience theory is through the enlightenment of those who plan
to escape the reality of work and stress, and seek joy in; art, technology and design.
Katz – Uses & Gratifications
Unit 15 – Print Based Advertisement

2. • Personal Identification - Being able to understand that an audience/ group of a similar age
and have similar interests in music genre or celebrities can result in the connotations that
an individual can understand their personal identification as well as group interests’
identifications.
• Inform & Educate - The idea of the festival poster, which I will be creating, is to convey
Katz audience theory in which the poster will “Inform” the interests in music taste and
celebrities, and will also “Educate” the topics of discussion: Art, Technology and Music.
Therefore, my music festival poster must connote this theory idea.
• Diversion - Convey an opportunity to allow my targeted demographic to experience the
entertainment behind the experience of music and art. To imply the likelihood of the
subjective of creativity, Katz audience theory of diversion is to connote that the implication
of escape from their everyday lives and choose entertainment to allow them to divert their
attention from the real world.
• Personal Relationship - Having the comparison to others and a comparison to their own life
experiences. With acknowledging the idea that in the form of music, art and technology, my
targeted audience will have the understanding as to how the expression of creativity will
have an impact on their personal identification.
Hartley – Seven Subjectives
• Age - Can have both a positive and negative effect. However, with my targeted
demographic, my age range of 18-35; I decided on this large age range because my
festival poster and festival magazine back page advertisement will be presented to look
visually appealing to this age range; as such included popular music artists, internationally
known celebrities and viral music genres and remixes.
• Gender - My poster and magazine back page advertisement would be appropriate as well
as eye-catching. I aim to create and present a poster and back page advertisement that is
relevant for all sexual orientations; for instance homosexuals and transgenders. As with
Hartley’s theory, I want my festival to target all sexualities.
• Self-Image - Build self-confidence as to how the expression of creativity through fashion,
art design and technology can have a positive impact on the target demographic as to how
they would view themselves. Therefore, with my festival poster and back page
advertisement, I want to connote the idea of self-image and convey that is a key factor in
the music poster and advertisement.
• Ethnicity - To connote the idea of no discrimination and convey that ethnicity is not the
main focus. My poster and back page advertisement would convey the idea that this theory
topic will be relevant and appropriate to the public eye.
Psychographics –
• Age/ Gender - Enhancing the topic of discussion; these two focuses would be presented in
both my poster and magazine back page advertisement, as I want to convey the targeted
demographic through the interests in music, celebrities, fashion and art. Age and Gender
would have the focal point in the connotations towards my relevant print-based
advertisements.
• Race - Although this is not the main focus within my festival poster. My festival aims not the
increase the issues and discrimination against other races of both genders. The objective
of the music festival poster is to engage interaction and entertainment between different
races because my print based advertisement is aimed to a large demographic and a large
audience.
• Employment Status - My advertisements are aimed at those who want to divert themselves
from reality and the real world, by being able to experience the idea of witnessing an
annual music festival with a different annual theme. In terms of employment status, my
poster and magazine advertisement; as well as relating to my targeted age range of 18-35,
I have decided to aim my poster towards the university students, graduates the young adult
unemployed and the employed.
• Location - I plan to create a poster that would imply the location of where I am holding the
music festival. Therefore, with the location of Reading in London, my poster and magazine
advertisement would indicate this location to my targeted viewers.
Socio-economic Needs –
• In relation to the social grading with today’s society, I plan to produce and present a
magazine back page advertisement and a festival poster to connote the social grades of

3. C1 to E; this is because I want to imply that my print-based advertisements would relate to
my focal points in relation to my researched audience theorists.
• My aim for my print-based advertisements is to relate to the unemployed, the semi &
unskilled manual workers, the skilled manual workers and the junior administrates because
my music festival poster and magazine advertisement to be aimed to a large range within
the social grading boundaries.
What is the campaign message?
• What message are you trying to get across to your audience about the festival?
The ideal message that I am trying to portray through my print-based advertisements would be to
indicate that the festival is aimed towards a large ranged audience of all sexual orientations and to
present the campaign message of expressing an individual's creativity and interests in music, art
and technology.
• What will be your slogan?
• Throughout the planning process of my music festival poster and my magazine back page
advertisement, I have decided to create two different slogans for more the print-based
media products.
• For my festival poster and magazine back page advertisement, I have decided to the
slogan: “Sleep all day, party all night”. I went for this slogan because the name of my music
festival is called ‘The Golden Hour’ and therefore go for a slogan that relates very well. I
decided to go for a slogan that would entice the general public to my print based product.
• You want to try and grab their attention!
For my campaign message, I want to convey the interests and similarities between a social group
within a specific demographic and anchor in the profitable connotation of music, artists and other
forms of creativity.
I want to try and seek the attention of my target audience of both males and females within the age
range of 18-35; therefore with a large age range, the specified attractions and interests would be
broad to create a variety between interests and style.
• What will be the USP?
The Unique Selling Point (referred to as USP) for my poster and the music festival is to connote the
focus of fashion and music. As from the inspiration from the well-known American music festival
Coachella where the focal point is music; my USP for my music festival will be to connote the
expression of art and design through the concept of fashion.
This USP will be targeted to my age range of 18-35 year olds and targeted and both males and
females, by expression the style, design and skills through makeup and clothes.
Style or approach
• What will be the style of your festival?
As my festival’s USP is mainly on the Art and Design path, the style and theme of my festival will
relate to well-known international fashion brands such as: Adidas, Nike and SuperDry, as well as

4. international makeup brands/ sponsorship like: Bare Minerals, Benefit, Too Faced, Urban Decay
and Mac Cosmetics to allow the collaboration between cosmetics and brands.
However the approach for my festival will be based on known music celebrities and fashion
celebrities with the collaboration within the Art and Design industry; therefore this would present a
broad perspective of the festival, its aims and objectives and the outcome that the audience
receives.
• Genre?
In terms of music, the genre for my music festival will consist of the music genres: alternative rock
and indie music.
I plan to create a music festival poster than would present this music genre through the use of
space between the main images and the context which would pronounce the connotation of my
unique selling point and reflecting music.
• Colours?
I aim to use colours that would enhance features of the poster, for instance the main images and
the main headline; by which these would also relate to my ideal logo design which would consist of
the same colours. This would therefore convey the idea of a simple structure and simple (yet bold)
complementary colours that would make the festival posters engage viewers of my targeted
audience.
• When will it be YOUR festival?
Considering the ideas of location, weather and season; I plan to launch my festival annual during
the early/mid-summer time period (July/August) where the festival will last one week in Reading,
London.
I have decided to choose this time period because of the cool weather and moment to look forward
to after school/ work breaks up for summer season; this would be an ideal time plan to convey the
beginning of summer break, the hot season for cool drinks and the up rise in summer fashion
styles.
Content
• What will be on your Print Based advertisements?
Poster
• After looking at other festival posters for inspiration, I focused on understanding the
different colour scheme and layouts which makes the poster stand out and appear unique.
• Therefore, with my hand drawn drafts, I aim to experiment with different layouts of the logo,
main headline and context (e.g. activities, showcases etc.).
• I also plan to include a main image near the top of the poster with a faded effect around it
followed by the design logo, the slogan and main headline, then finally the additional
context.
Magazine Back page
• The main focus for my magazine would be to present the creative arts and fashion through
the main image, slogan and main headline.
• I plan to gain inspiration from other fashion magazines, such as Vogue, Cosmopolitan and
Vanity Fair for fashion inspiration, and also look back onto my previous music magazines
from Unit 13, to help me understand the layout and organisation.
• I want my magazine back-page advertisement to be quite simple and unique as well as
convey the campaign message.
• CONTENT (verbal codes) and PICTURES and connotations behind the pictures and
contents
Poster
Content
• As the poster would have the appearance of being on a large scale, the verbal content
would need to be informative by presenting brief about the festival. I aim to include a good
amount of verbal content to convey the festival and its campaign message, alongside the
enhancement of the logo and main headline.
• As from the inspiration from Coachella (which I researched in LO1) the content is
presented neatly by also provide a lot of information about the events during the time of the
festival.
Pictures
• My poster would consist of one or two main images with the connotation of presenting
music, fashion and style (for instance, through makeup and hair). This image would have

5. faded effect around the edge to therefore present no harsh lines, and the colours would
also have a large contrast between the colour scheme of the poster and the colour
combinations used in the modelling photos.
Magazine Back-page Advertisement
Content
• The content would specifically be placed on one side of the back-page advertisement
which would therefore enlarge other key features, for instance the main image, the main
headline and the strapline. The verbal content would also give a brief amount of
information by relating to my festival poster by having the same/ similar information yet
however presented in a different way; as I plan to create a magazine and a poster that
would convey the same music festival and its features with the launch of the day time
period.
Pictures
• The main image would either be a full body, a half body image, because I wanted to
convey the idea of my USP (unique selling point), the campaign message and the festival
focus of art and design.
• I would prefer using a half body image, as the focus would be narrowed down to the
fashion style of the clothes, the makeup skills to convey beauty and the headphones to
imply the idea of music.