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Unit 15: LO2
- 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 aroundthe 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.