3. VALS – Values, Attitudes, LifestylesEXPERIENCERS:Young, impulsive and rebellious - these people act in the moment making them easily susceptible to peer pressure and taking drugs etc to look good with their friends, they want to rebel and stand out.They like new products and styles but soon tire of them and search for novelty – this could mean they get bored easily so would result to drugs and also once they’ve tried one they are more likely to try more and more dangerous onesThey spend as much as they can afford on clothing, fast food, music and films – they don’t think too carefully about where they spend their money so if it goes on alcohol, smoking and drugs it would not matter.STRIVERS:Tend to be unsure of themselves and have a low income. They are striving for approval from others, which they feel they could gain by ownership of possessions, most of which they cannot afford. – these people are most easily influenced by others and have a weakness for peer pressure. They mostly get pressured into drugs for approval but don’t have the money to keep a drug addiction up so would be most likely to end up homeless because of it and ruining their lives. These are the people who need the most serious help from our website.Young PsychographicsThese are all very different but our website is targeted at all of them;TRENDIES: those who crave the admiration of their peers – give in to peer pressureEGOISTS : people who seek pleasure – enjoy the feeling of drugs and don’t think about the consequencesREBELS : wish to remake the world in their image – take drugs to stand out and be different by breaking the rulesGROUPIES : just want to be accepted – (opposite to REBELS and similar to TRENDIES) take drugs because their friends areDROP OUTS : shun commitments of any kind – given up on school etc so find alternative ways to occupy their time and hang around with the wrong crowdsUTOPIANS : want the world to be a better place – people who visit the site to get advice and help out their friends or family who are addicted
![AS Media: Website Evaluation Think Straight At the beginning of our AS, we were given two tasks; To create a preliminary website on a school To create a final campaign website My preliminary website was called ‘Windshaw Secondary School’. By completing this exercise it enabled me to learn how to use iWeb properly and taught me about creating hyperlinks as well as the many other technical aspects. We also got an insight into how the designing of the layout of a website, navigation, integration of texts and images and even photography and video skills. I worked with Matthew Pettifer on our final campaign website based around drugs, alcohol and smoking. Our website consisted of 10 pages including all our own pictures, designs, video, information and facts. ,[object Object],From my research into websites, especially focusing on campaign websites I have realised they mostly follow similar conventions of layout and how they work. This has had a big influence on how I set up my own website. A typical feature is the Logo, usually top left corner of the website – this is where the eye is drawn to first on the page meaning it is the most memorable thing you will see and makes it stand out so you remember the name. These vary from being just a simple, memorable picture to others being the title of the website in a themed font. On my own website I certainly took this on board and created my logo in Adobe Illustrator which was placed top left of the screen with the large PhotoShop website title across the top next to it. This title included a straight line after the name ‘Think Straight’, the name and image together to connote heading in the right direction, following the correct pathway and staying off the drink, drugs and alcohol, mainly not getting swayed by peer pressure.I noticed a lot of websites had slogans; these are not hugely popular but would normally be short and catching, appearing next to the logo. This not only helps you remember the name of the website, but also its aim for what it sets out to do. I decided to incorporate this into my website as anything to attract an audience and make them re-visit the site is vital.The navigation toolbar is normally situated at the top of the page under the logo as this is the easiest place to notice it and makes navigation around the site simple for the user. However a lot of the sites have a contact number, email or texts at the top right above but not in the toolbar, it is then direct and simple to call. I took this onboard in putting contact details on the homepage and the navigation bar down the left hand side; not as popular as across the top but still just as effective and it suited the design on the page better because of the wide title covering the top of the page. We realised through experimentation that if we were to have the toolbar across the top, the whole pages information would be a lot lower and need to scroll down more meaning each page would have less impact, the smoking, drugs and alcohol pages in particular with the main pictures. Along the bottom of the web pages on most sites, a lot have copyright for the website, however it is not hugely noticeable. I feel it just adds to the website slightly by making it look professional and business like.Search engines are very popular as they create even more specific navigation around the site enabling the audience to search for exactly what it is they’re looking for. Considering the time we had and the technical abilities we had we decided not to create a search engine.Images are key to attracting and having an impact on the websites audience. They all need to be relevant to the sites purpose however there are different angles e.g for drugs you have Talk to Frank which shows the dark side of drugs trying to deter people from taking them because of the consequences or you have other sites which show happy people telling stories for inspiration of how their lives are better without drugs. They both serve the same purpose but use different tactics to work. I followed Talk to Frank’s lead in this and went for mostly images showing the dark side of alcohol, smoking and drugs, these took careful planning, a SLR camera and editing afterwards, challenging the quality of other websites.The colour scheme of a website usually consists of about 3 main colours formed from the logo and text but other colours used around site to add interest and emphasis on certain parts. My website used black, white and red as the main colour palette and a few splashes of other colours,I feel this made it look professional.For the websites similar to what I want mine to be like the language used is short and succinct, providing correct facts. I took this on board and feel I told the audience the main points they need to know without going into unnecessary detail where they could switch off, designed for our mainly teenage audience. The mode of address is persuasive and direct. I feel my website is unique in that it is not all interactive and fun like some (e.g. Talk to Frank), but it is not all long passages of dangers (e.g. NHS). I have tried to cut the information down a lot but still leaving all important details that make a difference. Also if there were lots of fun, interactive things to do on the site because it is for teenagers, not children and it is a serious subject being discussed. Although, we think the pictures and layout is enough to keep the audience engaged. ,[object Object],A campaign website is all about representing a problem that needs solving, my campaign website deals with drugs, alcohol and smoking and the bad effects they can have. The website is designed to inform the audience of the dangers of these substances and hopefully create a positive impact amongst the audience by deterring them away from dealing with the substances because they are well informed of the negative effects. The website is targeted at an age group between 15 and 25. To focus my website on influencing the particular website I made sure it dealt with common problems of that age group. This is a time where teenagers and young adults are most impressionable and easily influenced by others, this lead me to focus particularly on peer pressure and helping them to fight it by teaching them of the harms it can do to themselves. I also considered that not all visitors to the website would be actually hooked on the substances already so more geared to getting them to not start in the first place. Another audience group would be friends or family of people who are negatively affected by the substance, so there are help lines and pages especially designed for these. The website is contributing to make a positive change in society and this stressed throughout the information on the site encouraging people to donate and be a part of this change, it is their chance to make a difference in their world. The fact that our videos are based around a true story with real people that the target audience can relate to shows a sense of reality, which in effect makes them believe that the change is more achievable and realistic. This gives them motivation to take our advice and make a positive difference. We decided to find people in our school who were around the age group of our target audience so it is easier for the audience to relate. They spoke naturally in front of the camera about their stories on smoking. We wanted a few different stories from alternative perspectives; some who have never smoked, some have given up and some have started but wish they didn't. All of these stories are individual but give the same impact to deter the audience from smoking whether its making them quit or just to never start. The images were also another important aspect in representing the teenage audience. As our site is mainly aimed at teenagers who are at the age where they could be easily influenced and start taking drugs we wanted them to be quite graphic and give a quick impact so we thought of the different situations and stereotypical circumstances that drugs, smoking and alcohol can get you into. The 3 main images show the situations that each substance can get you into. The images were planned to create a shock tactic that deters the audience's views away from the substance because of the effects they can visually see. It highlights the dangers and after effects, the points that over ride how good you may feel at the time. These included the vulnerability of ending up alone and the dangers of simple things like crossing a road becoming difficult. ,[object Object],It is more difficult to distribute web design as opposed to a film or radio programme however I researched into Media institutions which might be involved in the distribution of our website. From my research I looked into the advertising companies who create the designs for other charity campaigns and even got to do work experience for one week at TBG Digital Advertising Agency when they were working on the world famous charity UNICEF. This gave me a deeper insight into how the industry works. They have a sales team who gains the clients, a media team who then deals with the clients in finding out exactly what their brand is like and what they want from the advertising agency, then find suitable websites to advertise the campaign on then it is passed on to the creative team. The creative designer comes up with the concepts for the adverts which are altered and finally scamped (sketched out) and put together. These will change slightly when shown to the media team and the clients but then finally go into production by the creative team putting them together and making them live. Finally after this, the media team would monitor the progress of how well the advert is working through the amount of clicks or views in comparison to the people signing up or donating. There is also a search team who work hard on making sure that if you typed in certain key words that this website would come up in the highest searches on Google. I would have to use an advertising agency to publicise my website and get people to donate. For this I feel the title and slogan of our website is vital and I feel mine would work very well in an advert along with a tag line. There are so many things to consider after all of the designing of the campaign website. You have to think carefully about the distribution of your website, how it will reach the audience and therefore be a successful campaign. You need funding for it to go live on the world wide web and find an available web address to use, for these you would go through the processes of Web Hosting and Domain Name Registration. Once the website is going live a search team would need to work on getting it to come up high in the listing when key words are typed into Google and other search engines enabling the site to be popular and highly visited. ,[object Object],Demographic Profile ,[object Object]](https://image.slidesharecdn.com/websiteevaluation-100106070650-phpapp01/85/website-evaluation-1-320.jpg)
