Historical philosophical, theoretical, and legal foundations of special and i...
Unit 15 lo1
1. –
Level 3 Cambridge Introductory Diploma in Media
Unit 15:
Print Based Advertising
St. Andrew’s Catholic School
Candidate Name: Sonu Johny
Candidate Number: 2069
Centre Number: 64135
Unit 15 Overview
2. Contents page
1 – Unit 15 intro
2 – contents page
Poster
3 – aims and objectives
4-8 – target audience
9 – spending power
10 – representation
11 – campaign message
12 – sponsorship
13 – legal and ethical
Audio-visual
14 – audio-visual intro
15 – aims and objectives
16-20 – target audience
21 – representation
22 – campaign message
23 – spending power
24 – audiovisual advertising
25 – legal and ethical
Wireless
26-27– similarities and differences between advertisements
28 – advertising
29-38 – legal and ethical requirements
39 – conclusion
3. Aims and objectives
This is a poster advertising the new
upcoming Wireless festival in 2016.
The aim and objective of this poster
is to promote and create awareness
of the festival, because it gives
information on when it is and who
will be performing there.
It is clear from the poster that they
use the names of famous artists to
promote the festival, because there
are no images of the festival and no
additional information. This denotes
that the poster is targeted at faithful
fans who admire these artists to
come to the festival just because the
artist will be there.
The disorientated and packed
together shapes, with different
colours might be to connote the
wildness of the festival. Connoting
that the festivals going to be so crazy,
so packed with people and full of life.
http://wirelessfestival.co.uk
4. Maslow
Looking at Maslow's Hierarchy of Needs I think
this advertising campaign is aimed at people in
the ‘belonging’ category because most people
go to concerts to have fun, spend time out with
their friends and family, and also to fit into
social groups. Although it is hard to judge from
this advertising campaign alone to which
category their target audience comes under
because the poster is mostly very plain without
pictures and only information it has on it is the
names of artists performing at the festival and
dates. This could be to connote that the concert
is so widely popular therefore people don’t
need much information on it, just the name
alone is enough to draw in people.
5. Katz Uses and
Gratifications Theory
Looking at Katz uses and Gratifications theory I think that the poster is aimed at
people in the ‘diversion’ category because concerts are aimed at people who
want to go gave fun and therefore they are getting away from all their worries
and stress and diverting themselves to the music and having fun. The poster has
bright coloured shapes surrounding the right side this could be a way to connote
that like the random colourful shapes that divert your attention the concert itself
is a means to divert yourself.
6. Hartley’s 7 subjective
Looking at Hartley’s 7 subjectivities the
targeted age of the audience I think would
be 18 and above because the poster is very
plain therefore young people wouldn’t find
it too appealing where as for more mature
people like teenager and adults who are
interested in concerts will not need much
information apart from when, where and
who is performing to see if they want to go
or not. Overall the poster is very vague on
who it is aimed at but this could be to
connote that it is generally aimed at
everybody of all ages, classes and
ethnicities.
7. Socio-economic needs
Looking at the socio-economics needs table I would
say that the poster targets people in group E
because the poster contains minimal information so
it will attract mainly student, because young people
commonly wouldn’t want to look at something
which has large amounts of text on it.
8. Psychographics
Looking at the psychographics
table I think that the campaign
advertisement is aimed at
‘explorers’ because explorers are
the people full of energy and
wanting to very active and
entertaining stuff, and go out to
have new experiences, so
therefore they would be the most
likely people to be enthusiastic
about concerts. Also the explorers
category is mostly containing
students, who are typically the
majority who turn up to concerts.
9. Spending power
The prices for a 1 day ticket is typically around £60 per person. This is a
fair price to put because it is affordable for most people, furthermore
for university students who will not have much disposable income,
Wireless festival, releases their advertisements for the festival very
early on so that students will then have enough time to save up money
for the festival.
http://wirelessfestival.co.uk/tickets
10. Representation
The definition of representation is the action of
talking or acting in behalf of someone.
In the poster none of the representation theories
are applied because the poster is not only plain and
therefore doesn't imply to favouring both sexes and
also the poster uses unisex colours to appeal to
both sexes. However due to this being a music
festival advertisement it would be stereotypically
aimed at teenagers, as they are the more energetic
and enthusiastic group of people who would be
interested in coming to music festivals.
However the festival itself might appeal more to the
male audience because typically some males go to
festivals to socialise with females, and most females
that come to the festival wear quite short clothing,
which attracts most males, which means the male
gaze (Laura Mulvey) theory is applied here.
http://www.merriam-
webster.com/dictionary/presentation
11. Campaign message
I think the campaign message of the poster
is to connote that the festival trusts the
artist to bring in the people for the festival
because it uses the popular artists names
to attract people and puts the big names in
big fonts to attract the masses. So the
message I think of the advertising
campaign is ‘theses artists are turning up
so therefore you should too’.
I think the USP of the poster is the Wireless
name itself because Wireless is a largely
popular festival known to a lot of people,
so just seeing the Wireless title is likely to
attract people. This could be why they do
not have a slogan for the festival as they
might believe the name itself is enough to
draw in people.
12. Sponsorship
The Wireless festival this year is sponsored by; Somersby, Tuborg, Pepsi Max, Smirnoff, Live
Nation, Big Green Coach and Capital FM. All the logos of the companies sponsoring the festival
are all displayed at the bottom of the poster to bring brand awareness and to denotes to
audience who are sponsoring it.
Somersby, Tuborg, Pepsi Max, Smirnoff are all drinks companies and all but Pepsi are alcoholic
drinks. The reason why those companies chose to sponsor the festival could be because they
know that when people come to music festival they are most likely going to be enjoying
themselves with alcohol, so when they see the logos of the drinks companies, which will most
likely be displayed around the festival and is also on the festival posters, they will be tempted to
go buy a product from one of the brands.
The reason why Capital FM, which is a music radio station, chose to sponsor the wireless festival
could be because they feel that if people come to the festival and enjoy the music there, they
would then after go and listen to the music played on capital of the same genre.
13. Legal and ethical
The poster follows all legal and
ethical regulations because it
doesn’t use any language or
content that may offend people,
it keeps its content minimal, but
still gets across essential
information to the audience, such
as when, where and who is
performing. Furthermore none of
the content on it is copyrighted
because it doesn’t contain any
images and it uses a universal
Microsoft font for its content and
only has created shapes on it.
15. Aims and objectives
The aim of the audio-
visual I think is to connote
that you will have a great
time if you come to the
festival because the audio-
visual shows off people at
previous festivals laughing,
dancing and having fun,
which denotes to the
audience a glimpse of how
the festival looks like live.
https://www.youtube.com/user/WirelessFestival
16. Maslow hierarchy of needs
Looking at Maslow's hierarchy of
needs I think the audio-visual is
aimed at people in the ‘belonging’
category because most people go to
concerts to have fun, spend time out
with their friends and family, and also
to fit into social groups. Although it is
hard to judge from this audio-visual
alone to which category their target
audience comes under because the
audio-visual is very short and has very
little content. This could be to
connote that the concert is so widely
popular therefore people don’t need
much information on it, just the
name alone is enough to draw in
people.
https://www.youtube.com/user/WirelessFestival
17. Katz Uses and
Gratifications Theory
Looking at Katz uses and Gratifications theory I think that the audio-visual is
aimed at people in the ‘diversion’ category because concerts are aimed at people
who want to go gave fun and therefore they are getting away from all their
worries and stress and diverting themselves to the music and having fun. This is
clearly connoted to in the audio-visual because it shows clips of people having
fun and enjoying themselves at previous Wireless festivals.
https://www.youtube.com/user/WirelessFestival
18. Hartley’s 7 subjective
Looking at Hartley’s 7 subjectivities the targeted age of
the audience I think would be 18 and above because the
audio-visual has minimal content therefore young people
wouldn’t find it too appealing where as for more mature
people like teenager and adults who are interested in
concerts will not need much information apart from
when, where and who is performing to see if they want to
go or not. The audio-visual is clear that it is targeting
young teenager because all the clips it shows within the
audio-visual contains young teenagers having fun.
https://www.youtube.com/user/WirelessFes
tival
19. Socio-economic needs
Looking at the socio-economics needs table I would say that the audio-
visual targets people within categories D and E, because in the audio-
visual it shows young teenager and young teenagers, who are most
likely going to come under categories D and E, because they will be
either students or semi-skilled manual workers. This is because they
will be most likely still be in full time education so they will most likely
have low spending power.
https://www.youtube.com/user/WirelessFestival
20. Psychographics
Looking at the psychographics
table I think that the audio-visual is
aimed at ‘explorers’ because
explorers are the people full of
energy and wanting to very active
and entertaining stuff, and go out
to have new experiences, so
therefore they would be the most
likely people to be enthusiastic
about concerts. Also the explorers
category is mostly containing
students, who are typically the
majority who turn up to concerts.
https://www.youtube.com/user/WirelessFestival
21. Representation
The definition of representation is the action of talking or acting in behalf of someone.
In the audio-visual I think the Laura Mulvey “male gaze” theory is applied because
most of all the clips from the festivals are all of zoomed in on the women having fun.
This could be to connote to male viewers that they will be able to meet and see many
women if they come to the festival.
https://www.youtube.com/user/Wirele
ssFestival
http://www.tc.umn.edu/~rbeach/teachingmed
ia/module5/2.htm
22. Campaign message
I think the main campaign message the audio-visual
is trying to give is ‘if you come to the festival you
will have a blast like theses people’, because the
audio-visual contains clips of people form pervious
festivals having a great time together.
https://www.youtube.com/user/Wirele
ssFestival
23. Spending power
I think the spending power of the targeted audience will be low because the
advertising campaign most likely is focused at teenagers due them being the
common type of people to turn up to concerts. However young teenagers are
most likely going to be studying in universities and therefore are less likely to
have a lot of spendable cash on them, this means that the ticket prices need
to be at a affordable rate for student in full time education to afford. However
since the Wireless festival is a once a year event it is more than likely student
are willing to pay a somewhat reasonably high price to attend it.
https://www.youtube.com/user/Wirele
ssFestival
24. Audio-visual advertisement
I think the audio-visuals aim is to show how much fun you will have if
you come to Wireless festival because thought the audio-visual it
shows clips of people, having fun, jumping, laughing and having a great
time at previous Wireless festivals. Its second aim is also the give out
information to the audience on where its happening, when its
happening, and who is performing, because it displays all that
information through the audio-visual.
https://www.youtube.com/user/WirelessFestival
25. Legal and ethical
The audio-visual follows all legal and ethical regulations because it doesn’t use any
language or content that may offend people, it keeps its content minimal, but still gets
across essential information to the audience, such as when, where and who is
performing. Furthermore it shows people of many ages, classes and ethnicities
together and having a great time, showing that it welcomes everybody. It doesn’t
breach any copyright laws as it uses its own material and only has information about
itself. The audio visual even makes sure the fast forward the clips at the festivals so no
logos of other brands or there names can be seen from among the crowds.
https://www.youtube.com/user/WirelessFestival
26. M1 – Similarities between
advertisements
The poster, the audio-visual and website all follow the same colour scheme which is blue, green, pink
and purple. The triangular shapes are used through all the advertisements this could be to connote the
triangles as some sort of logo, so when people see the particularly coloured triangles anywhere they
will then immediately link it to the Wireless festival.
All the adverts use the same font style which is the Rockwell font from Microsoft. This could also be a
way of branding themselves so people know exactly what a Wireless festival will be like without seeing
the name and just from the layout of it.
Another similarity all the adverts hold is that they all display the artist names however only the website
puts up the images of the artist, because the audio-visual is too short to fit all the artist images on and
the poster doesn’t have enough space.
https://www.youtube.com/user/WirelessFestival
27. M1 – Differences between
advertisements
One of the differences between all the advertisements is that the website is the only place with the images of the
artists this could be because posters and audio-visuals are not to be looked at for a long time where as in a website
people would go through the effort of analysing the content such as images.
On the audio-visual unlike on the poster and website only shows the names of the main performances and not the
other performances. This could be because they wanted to attract people with only the big names or maybe because
they wanted to keep the audio-visual short so they only put the main performances up.
The difference between the poster and the audio-visual is that the audio-visual focuses more on the ‘Male Gaze’
because it shows women mostly in the videos.
Furthermore the audio-visual shows more of the atmosphere of the festival because it has more videos of the festival
than content, whereas the poster just contains information about who’s performing.
29. Copyright
On the Wireless festival 2016 poster they have the copyright
logo at the bottom which shows that all their information is
protected from copyrights. The wireless website uses images
of musicians therefore they will have needed to obtain
permission from the artists for their images to be taken and
displayed on Wirelesses adverts. http://wirelessfestival.co.uk
30. Method
Wireless festival adverts are placed on their website, which is accessible for anybody
around the world. Wireless has social media pages which they use to link with their
audience and share advertisements through, which then their audience will start
sharing and promoting the adverts as well. Also close the time of the festival there will
be billboards, and flags put up near the location of the festival to promote the festival
and advertise it.
Shock tactic is a strategy which uses violent or extreme action or imagery to shock
someone into doing something. However the Wireless poster does not use this as it
does not want to use language that may offend people and may lead to repelling
people from the festival rather than attracting them.
http://www.collinsdictionary.com/dictionary/e
nglish/shock-tactics http://wirelessfestival.co.uk/poster
31. Royalties
Royalty is a sum paid to a patentee for the use
of a patent content or product for each copy
their content or product used. The wireless
festival needs to give royalties to the people
performing as they are using the artist music at
for the festivals benefit. So Wireless will need to
get permission from the artist to use their songs
and perform, in return for a set specific amount
of cash which is needed to be paid to the artist.
http://legal-
dictionary.thefreedictionary.com/royalties
32. Libel/slander
Libel is when a false statement which negatively
affects a person’s reputation, which is usually in
written form. Wireless needs to make sure that all
the information provided on their poster is accurate
such as the, times, dates and who’s performing.
Wireless has to also make sure that nothing they
print defames any of the artists performing, as if
the artist performing will take offence to this and
may chose to retaliate which will lead to the
reputation of the festival being tainted.
33. Intellectual property
Intellectual property is a intangible property which you
have invented from your head. The best way to protect
your property intellectual property is by getting a patent
or copyrights. A patent is a legal document which states
that no one else can use intellectual property for their
own use without your consent. This will mean that all the
content on the Wireless poster will be protected and
others will not be able to use anything on there without
either gaining your consent or paying a sum of money for
the use of your content. If someone were to break this
and use your intellectual property without Wireless’s
consent they are then eligible to take legal action against
them.
34. Offensive language
Wireless needs to make sure that the content they
have in their advert doesn’t offend anyone. It is
very important that they make sure no violent or
offensive language is contained on my adverts
because they will be publically displayed so there
are high chances of children seeing them and it is
not appropriate to advertise violent or offensive
language in front of children.
Furthermore they wouldn’t want to offend anyone
because this might lead in people being repelled by
the adverts to come to the festival than attracted.
35. Public interest
Wireless need’s to make the advertisement
appeal to the general publics interest and
welfare, so that they will bring up a good
reputation to the festival. I think that Wireless’s
adverts will appeal to the publics interest and
welfare because the adverts don’t contain any
violent or offensive language, and the adverts
are very minimal and full of colour which means
it would appeal to most people and is less likely
to offend anyone.
36. Regulatory codes of conduct
Wireless need to make sure they follow the regulatory codes of conducts
such as section 3 stating that they shouldn’t put any misleading
advertisements on the poster, such as if they have put the price of the
tickets on the poster they have to make sure that it is the right price as
the tickets. If any of the regulatory codes are broken my advertisement
can be removed till the amendments needed have been done.
https://www.cap.org.uk/Advertising-
Codes/Non-Broadcast.aspx
37. Regulatory Bodies
The ASA (Advertising Standard Authority) is the UK’s
independent regulatory of advertising across all media, they
apply the advertising codes written by the Committees of
Advertising Practice. Their work includes acting on complaints
and proactively checking the media to take action against
misleading, harmful or offensive advertising. This means that
if any complaints are sent to them about anything in the
media they will act upon it, they also monitor social media
regularly to prevent harmful, misleading or offensive material
from being produced. Furthermore if the ASA see anything
wrong with any advertising such as if anything on the Wireless
festivals poster breaches any of the codes, ASA have the
authority to take actions against them and make Wireless
withdraw the advertisement till amendments are made to it.
https://www.asa.org.uk/About-ASA.aspx
38. Regulatory bodies
Ofcom is the communications regulator, which
regulates the TV, radio and videos on demand
sectors, fixed line telecoms, mobiles, postal
services, plus the airwaves over which wireless
devices operate. This means that Wireless will
need to make sure that their content that they
post anywhere in the media is clear of any
offensive content, because Ofcom states that it
has powers to punish who act unlawfully or in
breach of the relevant regulatory requirements.
http://www.ofcom.org.uk/about/
39. Conclusion
In this LO I have looked at my festival of
inspiration which is the Wireless festival. I have
analyzed my Wirelesses poster and audio-visual
and looked at their target audience and which
groups the advertisements are being aimed at. I
have also discussed the legal requirements the
Wireless festival will have needed to abide by
when they were creating their advertisements.
Editor's Notes
You need to cover copyright, intellectual property rights, slander/libel, model release, royalties, violence, offensive language and public interest – you must state what they are and if they do/don’t apply to the poster.
