Unit 15 Print Based Advertising

–
Level 3 Cambridge Introductory Diploma in Media
Unit 15:
Print Based Advertising
St. Andrew’s Catholic School –
Willem Bekker 3013
Unit 15 Overview

Aims and Objectives
The advertisement posters for Wireless festival is aimed to
attract the younger generation, it does this by the use of
bright attractive colors and the use of popular artists that
are most liked buy the target age. They are promoting their
festival to show the audience it is on the ‘3/4/5 July’ in
Hyde park. This is written clearly at the top of the screen
and separate from other information in order to make it
easier for the reader to see.
The range of colours in the poster reflects the diversity of
the audience, festival, acts and groups, including the
entertainment found on the site. There will be various ages
and cultures attending therefore a range of beverages will
be available throughout the day. The colour scheme is
gender natural, so it appeals to a wider audience. The
colours reflect the vibe of the festival as the festival
happens during the month of July in the UK which ‘signifies’
(De Saussure) the start of the summer for Brits. The colour
scheme indicates the different acts with the main attraction
of each day highlighted to inform people of the main
attraction

Target Audience
Katz: The audience who are interested in the wireless festival would
go to be ‘informed and educated’ on the music genre as the audience
will learn something from the experience. Wireless festival offers
‘diversion’ where the audience can escape from their reality and
immerse themselves in their passion. Wireless festival offers the
audience a ‘personal relationship’ with the artists featured which
therefore allows them to ‘personally identify’ with their favorite artist
and the music.
Maslow: Maslow’s theory is split up into 4 sub sections, which are
social climbers – where the audience driven by improving their
status. Caregivers- people that sympathize over characters situations.
Explorers- where the audience are driven by social change. And
survivors- audience that want security. Using the hierarchy of needs
theory Wireless festival would be aimed at explorers and social
climbers as they would want to learn and gain more information on
their chosen genre of music. Therefore moving up the social ladder.
Hartley: Hartley’s 7 subjectivities defines the audience into
categories. The age of wireless’ audience would be 16-21 due to the
acts that will be making an appearance. He colours used in the poster
appeals to the target audience as they are bright and vibrant applying
the youth and vibrancy of the audience as they will have a lot of
energy. The colour scheme chosen is gender neutral as are the artists
selected

Target Audience
Socio Economic Needs
Wireless festival is aimed at Middle Class (B) and the
lower working class (C1). This is the fact the tickets
are around £50 and day and weekend would be over
£100 therefore a income will be needed to purchase
the tickets. Also, the acts/ artists contributing are
divided between 2 different stages, the main stage
having the headliners and the bigger named act,
more mainstream music. Whereas, the Pepsi Max
stage has the smaller Grime/UK style music for the
niche audience who want to enjoy the up and
coming. Generalizing the audience’s age it would be
for younger adults just starting in the workplace or at
university, this is due to the style of entertainment
and the lack of responsibility’s as the environment
isn't for children and relies on the audience to be
able to immerse themselves in the experience.

Representation
Stereotypically the age rage at Wireless festival will be 16-30.
This is because this music genre appeals to the majority of
that age range. Ethnicity does not play a role on who can go to
the festival because the genre appeals to both races. As for
the class of the individual it is most commonly middle to
lower class people that go to this particular festival. Like most
festivals with a lot of people there, there will always be some
controversy between sexes and races, this can result in a lot of
issues like fights and bodily harm. John Berger (1972) had the
theory of ‘men act, women appear’ this can link to the festival
because there will be a lot of males looking at females.
Furthermore this links to other theories such as the ‘male
gaze’ (Laura Mulvey) and ‘female gaze’ (Diana Saco) and this is
because with the ‘female gaze’, women may go to festivals to
see a Male artist that they are attracted too. The poster and
festival generally are aimed at middle classed and young
adults. This is due to the fact that these groups are easily
influenced and are also the background of the artists being
featured. For example, Travis Scott influences his audiences
fashion trends by wearing expensive brands that are hard to
come by therefore his audience will wear the clothes to be
able to relate to Travis.

Representation Issues
Issues can arise with representation by peoples
reactions, this can have a negative impact because
the audience will be less motivated to attend the
festivals. The differentiation of the font size between
the main acts and the other acts could be conveyed
negatively as the size indicates the importance.
Therefore fans of the smaller acts will be less likely to
attend as their favorite artists will be put down
compared to the bigger artists.
Festivals are controversial as violence has happened
previously. As a result of racial arguments/male
dominance/drunken behavior. For example during
2017 wireless festival, a huge water bottle fight
happened which led to the security having to get
involved and evacuate the area.

Campaign message
For a unique selling point regarding to wireless festival, the
use of bright colors that contrast well together attracts people
and invites them to read the article/poster. The use of the
bold lettering for the the artists grasps the attention of the
audience because the artists in bold are some of the most
recognized artists in the world, this therefore gets more
people interested because if they are a fan of these artists
then they will want to go and see them live at the festival.
Even though the festival is almost a year away they are
already releasing what artists are going to be there to get
people hyped for it and therefore get tickets to go to the
festival. Also allowing people the time to book it into their
calendars however the main message from the festival would
be to participate in all activities and socialize with all people in
a fun environment. The festival offers a 3 day experience to
escape from reality and conforms to the house style being
bright and vibrant.

Print based advertisement
There are different types of print based advertisement on
the poster displayed. This includes social media links,
website links and sponsors of the festival. The reason why
they have social media links is so that people can get
updates on their phones on different social media links
like Facebook and twitter. The reason why they have links
to their website is so that people can search it up when
they get home and find out more about the festival and
booking tickets. Finally they have the sponsors logos so
that people know that it is sponsored and it gives the
audience an opportunity to look at the sponsors company.
This is a way of technical convergence including product
endorsement and sponsorship. Capital FM are the main
sponsor which allows them to give away tickets within
their radio show. Adverts and promotions on wireless can
be seen on most social media platforms. From the artists
social media to wireless’ own accounts, this attracts new
fans before and during the festival.

Regulatory
Bodies/ASA/OFCOMASA
The advertising standards authority is the Uks independent regulator of advertising across the media.
They apply all of the advertising codes which are written by the committees of advertising practice, the
CAP works closely ASA and has the responsibility of writing the advertising codes. The ASA and CAP are
committed to regulating in a way that is transparent, proportionate, targeted evidence-based,
consistent and can practically be used by any big named company that is looking to advertise something
for any reason. The must then go through the ASA and CAP in order to gain access and be allowed to
publish and create this advert and be able to promote products or any other things.
OFCOM
OFCOM is the communications regulator in the uk. They regulate the TV, radio, and vide-on-
demand sectors, fixed line telecoms, mobiles and postal services, plus the airwaves over
which wireless devices operate. They make sure that the people in the UK get the best from
their communication services and that they are protects from scams and sharp practices,
however they do this whilst ensuring that the competition can still compete against these
companies and still thrive in order to make a profit. This in turn provides a fair battleground
between companies for customers and their businesses, as it’s the customer that bring in
the profits for these companies, most importantly, OFCOM operates under a number of
ACTS or parliament including in particular the communications act. OFCOM must act within
the powers and duties set by this act and by the parliament in legislation.
Https://www.asa.org.uk/about-asa-and-
cap/about-regulation/about-the-asa-and-
cap.html

Role of relevant regulatory bodies
The Independent Press Standards Organization (IPSO) is the independent regulator
for the newspaper and magazine industry in the UK. We hold newspapers and
magazines to account for their actions, protect individual rights, uphold high
standards of journalism and help to maintain freedom of expression for the press.
• They make sure that member newspapers and magazines follow the
editors code
• They investigate complaints about printed and online material that may
breach the Editors’ Code.
https://www.ipso.co.uk/about-ipso/
The ISPO specifically focuses on
• Accuracy
• Privacy
• Harassment
• Children
• Hosi[itals
• Crime
• Victims
• Discrimination
• Confidential sources
• Witness payments in criminal trials
• Payment to criminals
These are most of the categories included in
the editors code of practice with specific
rules under each. These rules ensure that no
facts or information are falsely interpreted
and that no rights are abused and respect is
followed. For example if some information
has been asked not to be leaked to the
public

Method
Wireless commencing advertising promotions and tickets
at the beginning of the year Jan/Feb time. This tactical
approach could be argued to be enticing audience in
when they are at their most low point, being just after
Christmas cash and possible bonus income, also with the
winter weather in Britain being depressive this is
something to look forward and work towards. This is
offer an escape from everyday reality and giving fans an
inexpensive experience within their own country to
enjoy without pressures. The advertising team rely on
word of mouth and loyalty of previous customers to
spread the word to friends and family, persuading more
audience to attend.
https://www.wirelessfestival.c
o.uk/tickets/event-info

Audio Visual Advertisements
https://www.youtube.com/watch?v=RLjJo5oSRxA

Aims and Objectives of the Audio
Visual
The aims of the audio visual advertisement is to get
people excited and interested in the festival in a
different format. The YouTube video is using a
different media product to appeal to the wider
audience. The inclusion of the main headline artists
within the journey through London to the venue is
appealing to the patriotic fans who will be
undertaking a similar journey to reach the
destination. Just like the poster the audio visual
advertisement is appealing to the loyal fans of the
artists by inclusion of their names to entice the
audience interest. The journey is through London in
the summertime which is obvious by the denoted
weather. This is ‘relating’ (Katz) to the festival being
in July and is showing the audience it is a enjoyable
and painless journey if they wish to attend,
reinforcing its locality in the country. The diversity of
the scenes in the audio visual reflects the range of
class and age of the audience, and also the acts and
entertainment that will be found on site. https://www.youtube.com/watch?v
=RLjJo5oSRxA

Target Audience
Katz: The audience who are interested in the wireless festival would go to be ‘informed and educated’ on the music
genre as the audience will learn something from the experience. Wireless festival offers ‘diversion’ where the audience
can escape from their reality and immerse themselves in their passion. Wireless festival offers the audience a ‘personal
relationship’ with the artists featured which therefore allows them to ‘personally identify’ with their favorite artist and
the music.
Maslow: Maslow’s theory is split up into 4 sub sections, which are social climbers – where the audience driven by
improving their status. Caregivers- people that sympathize over characters situations. Explorers- where the audience are
driven by social change. And survivors- audience that want security. Using the hierarchy of needs theory Wireless
festival would be aimed at explorers and social climbers as they would want to learn and gain more information on their
chosen genre of music, therefore moving up the social ladder.
Hartley: Hartley’s 7 subjectivities defines the audience into categories. The age of wireless’ audience would be 16-21
due to the acts that will be making an appearance. The locations included in the audio visual advertisement appeals to
the target audience as they are places they would recognize and be possible from in the capital city.

Target Audience
Wireless festival is aimed at Middle Class (B) and the lower working class (C1). This is the fact
the tickets are around £50 and day and weekend would be over £100 therefore a income
will be needed to purchase the tickets. Also, the acts/ artists contributing are divided
between 2 different stages, the main stage having the headliners and the bigger named act,
more mainstream music. Whereas, the Pepsi Max stage has the smaller Grime/UK style
music for the niche audience who want to enjoy the up and coming. Generalizing the
audience’s age it would be for younger adults just starting in the workplace or at university,
this is due to the style of entertainment and the lack of responsibility’s as the environment
isn't for children and relies on the audience to be able to immerse themselves in the
experience.

Representation
Stereotypically the age rage at Wireless festival will be 16-30. This is because this music genre appeals to
the majority of that age range. Ethnicity does not play a role on who can go to the festival because the
genre appeals to both races. As for the class of the individual it is most commonly middle to lower class
people that go to this particular festival. Like most festivals with a lot of people there, there will always
be some controversy between sexes and races, this can result in a lot of issues like fights and bodily
harm. John Berger (1972) had the theory of ‘men act, women appear’ this can link to the festival because
there will be a lot of males looking at females. Furthermore this links to other theories such as the ‘male
gaze’ (Laura Mulvey) and ‘female gaze’ (Diana Saco) and this is because with the ‘female gaze’, women
may go to festivals to see a Male artist that they are attracted too. The poster and festival generally are
aimed at middle classed and young adults. This is due to the fact that these groups are easily influenced
and are also the background of the artists being featured. For example, Travis Scott influences his
audiences fashion trends by wearing expensive brands that are hard to come by therefore his audience
will wear the clothes to be able to relate to Travis.
Wireless have focused their audio visual advertisement at the
young adult age group as they are most likely to attend the
festival. The use of technological convergence across social
media platforms such as YouTube, which allows audience to
comment, like and share the advertisement entices that
generation are creates free publicity. This way of advertising
represents the technical age of the audience.

Representation Issues
Issues can arise with representation by peoples reactions, this can have a negative impact
because the audience will be less motivated to attend the festivals. The differentiation of
the acts and how they are place within the journey could allude to their importance, also
the size of their names and placements across London implies where they are from and
their class. Therefore fans of the smaller acts will be less likely to attend as their favorite
artists will be put down compared to the bigger artists. Also, fans could be angered by the
representation of their favorite artists as to where they are from if it is a underprivileged
area.
Festivals are controversial as violence has happened previously. As a result of racial
arguments/male dominance/drunken behavior. For example during 2017 wireless festival, a
huge water bottle fight happened which led to the security having to get involved and
evacuate the area.

Campaign message
For a unique selling point regarding to wireless festival, the
audio visual team used the artists names that will be
preforming across the 3 day event against the location to
make a visual journey of the festival through London
countries. This is implying that anyone can attend and the
journey to the venue is historical, easy and worthwhile. The
inclusion of the headliners names not only generates
excitement but also is representing where they artists have
come from so the audience can relate to the festival. This
interactive preempting approach is allowing the audience to
feel involved and included.
Even though the festival is almost a year away they are
already releasing what artists are going to be there to get
people hyped for it and therefore get tickets to go to the
festival. Also allowing people the time to book it into their
calendars however the main message from the festival would
be to participate in all activities and socialize with all people in
a fun environment. The festival offers a 3 day experience to
escape from reality and conforms to the house style of being
focused on the artists and not the hype.

Method
Wireless commencing advertising promotions and tickets
at the beginning of the year Jan/Feb time. This tactical
approach could be argued to be enticing audience in
when they are at their most low point, being just after
Christmas cash and possible bonus income, also with the
winter weather in Britain being depressive this is
something to look forward and work towards. This is
offer an escape from everyday reality and giving fans an
inexpensive experience within their own country to
enjoy without pressures. The advertising team rely on
word of mouth and loyalty of previous customers to
spread the word to friends and family, persuading more
audience to attend.
The audio Visual advertisement is not only viewed online
but emitted on screens around the surrounding area of
the location with clear instructions on the key
information and where to get tickets. This is aimed at the
residents near the venue to entice them in and the
passing by customers.
https://www.wirelessfestival.c
o.uk/tickets/event-info

Comparison
Similarities
All of the adverts used to promote Wireless are linked through including the
headliners names. On the poster we can clearly see the main acts names that
have been differentiated in specific colours and size. In the Audio Visual Advert
we see the same format used in a movie image with the signs of London feature
the main acts names as if they are places. Both use the headliners as the main
focus to entice the audience in with the further information integrated
throughout like date and location and tickets.
Differences
The Audio Visual advertisement can be seen across many media platforms and
offers more information and shows past festivals to entice the reader in. Staying
more simplistic allows more information to be relayed across, however the print
based advert relies on colour to stand out and limits the information to key parts
to not over whelm the audience.
Conclusion
To conclude the Print Based Advertisement and the Audio Visual Advertisement
both have similarities as the general campaign message is the same and
differences in the way they are promoting the product. This is primarily due to
the fact the audio visual is on a different media format that allows bigger
inclusion of information. They both use the ‘Star Appeal’ (Richard Dyer) of the
main acts names to entice the audience in and with both advertisements
working together they can expand their audience.

Poster Advertisement of Inspiration

MindMap
Generation
of ideas
Target audience
Logo/masthead
Frequency
Color scheme
Logo ideas Campaign
message
The color scheme must be bright colors so it attracts the
audience. Colors like blue, green and red will best suit the
poster. The use of primary colours will then not create any
representational issues.
The target audience for the
festival is mainly the younger
generation in the rough area of
16-21. This is because the music
genre is mainly listened to by this
age range.
The logo/masthead should be easy to read
and easily recognizable. This will therefore
mean that the festival will be easier
recognized whenever people see the logo. For
the name of the festival I am going to call it
BEAT. This is because it is easy to read and
easily recognized
The posters will
be released every
week in different
areas, 3 months
prior to the
festival. This will
therefore give
people a chance
to book tickets to
the festival .
These are some of the ideas that I
have come up with for the logo of the
festival. It needs to be simple yet
effective so that people remember.
The catchy 4 letter word is easy brand
identity but also relates the the music
festival genre as it is a common word
for music.
The music festival is advertised
as a festival aimed at the
younger generation that likes the
specific type of music which is
grime/hip hop. It is a new
festival that encourages younger
people to come and enjoy
themselves and listen to their
favorite music artists over a
three day period.
The campaign
message will be to
immerse yourself
in the experience
and enjoy the
music

Graphic Layouts
Information
Images
Giveaway/advertisement
masthead

Font Styles
Pincoyablack
http://www.dafont.com/pincoyablack.font?text=Beat&back=theme
Arista
http://www.dafont.com/arista.font?text=Beat&back=theme
Chunky Funks
http://www.dafont.com/chunky-
funks.font?text=Beat&back=theme
I think the fonts that I have chosen are good, this is because they are simple and very easy to read and
comprehend. This is useful because the person wants the brand to be interesting and easy to read.
The fonts that I have chosen are suitable then because they are bold and eye catching to people and
they look professional, on addition it fits the genre of choice which is Hip hop which is the genre of
music of the main acts and headliners. I feel the use of the one word with no background will make it
stand out off the advertisement and therefore be more memorable.

Print advertisement of inspiration –
Images Needed
This is my print advertisement of inspiration because of
the bright colours and the bold headings. The reason why
this is my inspiration is because when I look at it has
inviting bright colours that stand out and it also has the
names of very famous artists that myself and a lot of
others in my age range listen too. It has a simple layout
that states the artist preforming and then it has social
media links that people can go and visit on their electronic
devices. It also has a time when the tickets will start being
sold. Lastly in the bottom right corner they have the
sponsors of the festival so if people want to they can go
and check out their websites.
I feel do not need any original photography as the layout
is a shaped Photoshop design on my advertisement
inspiration and the key is bright vibrant colours that
contrast against each other. This means that no original
images are needed as the background will be created.

Print Advertisement Analysis
Layout: the main headliners are in bold writing so people can see clearly
who is going to be there. The main title for wireless is located at the top
and the date and location is in the top right so it is the first and last thing
that the audience will see. These have all been highlighted white to make
them stand out from the busy background with the same font and
different size to highlight the importance of the information.
Target audience: the target audience will be lower to middle class. This is
evident with the artists that have been selected to preform, they are all
from the same or similar backgrounds. You can tell the age range is
between 16-24 due to the technological convergence of the social media
icons and links to online wireless platforms. Also the sponsorships from
new look and Pepsi max indicate the audience is gender neutral and no
particular race or ethnicity.
Background: the background is very bright and vibrant with angular
shapes. The absence of an image doesn’t detract from the key
information and if anything makes it stand out more. This also allows
wireless to not infringe any copyright issues and leaves the audience to
their imagination to what the festival will be like.

Poster/Advert Information
HIP HOP
• Drake
• Labrinth
• Logic
• Jessie J
• Stormzy
• Krept & konan
• Little simz
• G easy
• Clean bandit
• Kendrick lamar
R and B
• Duke Dumont
• Joey badass
• Fuse ODG
• ilovemakonnen
• Moosh & twist
• Arrested development
• Avicci
• David guetta
The festival will consist of a range of music genre’s, such as: Hip/Hop; R and B and
Rap/Trap. This is due to their popularity in the industry at this present moment and the
interest of the target audience. This generates free publicity as the artist will be enticing
their fans to attend and the fans will want to come to gain an experience with all of their
favorites.

Advertisement of Inspiration
The reason why I have chosen this
advertisement of inspiration is because
it is a simple advert that states the most
important things like the date and
where to buy tickets, and then it has
upbeat music and short clips of people
having fun at the festival which will
catch the readers eyes when they watch
it. It gets the point across in an effective
way because it highlights how much fun
people have there. It is also using the
stereotype of the audience being from
the technological age to appeal to
them.
The inclusion of more information and allowing the audience to witness the experience
they will receive will draw their attention and satisfy their need for information. This also
allows room for social media to generate the free promotions of the festival as word of
mouth/ social sharing, liking and tagging will reach the wider audience.

Form and Style
The form and the style of the festival poster has to be professional and age appropriate
for the target audience. The Masthead and other bold titles will be in a bright color so it
helps with the recognition of the organization of the festival. The masthead will be in a
bold font that is easily recognizable to the reader if they see it again online or in the
streets. The main image will also overlap the masthead so the reader is aware that the
person in the picture is the main subject in the festival and the person most people want
to see live. I will also use interesting fonts to outline well known artists so people will be
more incised to go to the festival. The colors main colors for Beat will be yellow, black
and grey because they contrast well and catch the readers attention easily.
The arguable monochrome and yellow house style will allow me to make the key
information stand out from the layout as my poster of inspiration has done. The
connotations of yellow are happiness and vibrancy which links to my campaign message
and the vibe of the festival as a whole. This colour will be used to display the main
headliners and the key information such as date/ time and location.

Fonts/ Graphics Used
From this range of fonts I have identified what information will be conveyed in smaller
sizes and alternate fonts to establish what the audience need to know and what they want
to know. This differentiation will give the festival poster a more professional look and
allows the audience more ease when viewing the enticing poster. The fonts selected have
been due to the nature of the script, being of a Hip/Hop/Rap/R and B genre the fonts
needed to be crisp and grungy look but sharp enough to decipher the words.

Week beginning February 5th 2018
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Layout staff will
be using programs
like Photoshop
and page maker
to create the
initial layout of
the festival. The
data of the
deadline will be
decided and
teams will be
allocated. Photos
will be selected.
The editing team
will decide what
fonts and graphics
will be used
including working
with layouts to
decide where to
place key
information.
Several options
will be generated
The headliners and
main acts will be
contacted to get
main information
and once it is
confirmed It will
be added to the
main layout of the
poster
Teams decide final
design and final
layout is confirmed
with all
information double
checked and
correct. A brand
identity is created
and the
sponsorship, deals
and use of logos
are confirmed.
The sub editior will
go through the
poster to make
sure that the
content is correct.
That the grammar
and the
punctuation is right
and all of the key
information is
visible, also
confirmation from
advertising outlets
and council to put
posters up
Posters are sent to
print and social
media viral
marketing is
completed using
the poster with
accounts created
Posters are
distributed
around London
and inserts are
provided to
magazine
circulation the
following week.
Productionplan

Key Dates and Timescale conclusion
The Festival will be commencing during the heat of summer for the
BRITS on the 20th of July. This is due to the fact the target audience of
students will be off timetable from their courses therefore they will be
available to attend. Also the fact that the majority of the festival is
outdoors gives the event a good chance of stable weather for the
audience to enjoy the experience, adding to the relaxed vibe. The
festival location is Hyde Park which is a public venue and easy access
from central London. The outdoors environment will add to the vibe of
the location and the ease of transport adds to the appeal. The
timetable of the artists will be evenly placed throughout the day with
the main headliners being sporadically placed, with one being the last
act of the day which ensures the audience stay for the duration. This
also will entice the audience to enjoy all the aspects of the festival and
spend more money on the other attractions at the venue.

Printing Cost
To gain an idea of printing cost for the poster I looked at the cost to produce 1000 A4
poster that can be distributed around the London area. This equates to £28.30 per batch
with the layout big enough to fit all the key information and layout on.
I also looked at advertising costs to include my poster in magazines to increase the marketing and
appeal to wider audience’s not just those in the surrounding location. This was more expensive with
the inclusion of a full page with colour being £1,155 for a single A4 insertion into the magazine, half a
page with colour will be £660 and the price decreasing the smaller the contribution. I have chosen to
gain the most audience views to place the advert in the ‘special position’, inside the front cover as this
allows the advert to be printed on higher quality paper and will ensure the audience see the poster as
soon as purchase.
http://www.pressmagmedia.com/advertising-
inserts

Budget/ Equipment/Resources
Printing the Poster – Price Breakdown
Quantity A4 Gloss paper flyers
1 £0.10
50 £1.18
100 £2.36
500 £11.79
1,000 £23.59
5,000 £117.95
10,000 £235.90
100,000 £2,359.00

Equipment costs.
To take the photos for the festival photo I used a
‘cannon 700d’ which is worth £569.99. the
reason for using this specific camera is because it
has all of the right settings to shoot in low and
high lighting and therefore take really good high
quality photos.
http://www.argos.co.uk/product/1024470?cmpid=GS001&_$ja=t
sid:59158%7Ccid:200291090%7Cagid:12525697850%7Ctid:pla-
94832032610%7Ccrid:66128556290%7Cnw:g%7Crnd:1628643032
9956698556%7Cdvc:c%7Cadp:1o1&gclid=CL_c0JqzodICFekW0wo
dwtsAbg
To design and edit the photos that I have taken
for the festival poster I am using an apple mac.
This is because it has all of the right software
that I need in order to make the poster.
The cost of the computer is around £1,049.00
and can be found on the website link displayed
below
http://www.apple.com/uk/shop/buy-mac/imac/215-inch-
imac?afid=p238%7CsboCqtOrE-
dc_mtid_187079nc38483_pcrid_64626336361_&cid=aos-uk-kwgo-
pla-mac-slid--product-MK142B/A-UK

Location Reece
I will be constructing a single poster design that will be located along the streets in London which include lamp
posts, billboards and shop windows. This will attract positive attention from the locals and respect them by
letting them know the event will be upcoming, but also give them a chance to purchase tickets to the festival
on their doorstep. This also aims at those possible audience who commute to work as they will see the posters
and hopefully be intrigued to go. The print based location will primarily be within the area and depending on
budget and ticket sales closer to the time I may flyer to passing customers.
I will also see about advertising in the Telegraph newspaper which is posted to a lot of people in the effected
area. A cost for a general announcement is £28.20. This will be a copy of the print advertisement within the
pages of the newspaper as early on depending on price.
I will use technological convergence to further widen my advert that will include social media’s pages and
promotions, using the popular sites, Instagram/ Facebook/ Snap chat and Twitter as this also promotes
consumer input and a form of free viral marketing to generate interest. Releasing upcoming and exclusive
information to the audience on these sites will encourage interaction with the target audience.

Risk assessment
When taking the photos there must be some safety precautions that should
be taken to avoid injury in the process of taking the photo. This should be
things like making sure the person is wearing appropriate clothing that cannot
harm the person or be too weak for the circumstances e.g. appropriate
footwear. As I have not taken original photos this risk is null and void.
Another precaution could be assessing the environment. If there is a danger
of the person falling and hurting themselves or there is a lot of hazards then
there is no point in risking injury just for a photo. This would mean safety
precautions need to put in place in case of accident with a first aider on site
and the health and safety officer present. As my images are edited and
computer generated I will not need to consider this risk for my personal work.

ASA
The advertising standards authority is the Uk’s independent advertising across all media. They apply
advertising codes which are written by the committees of advertising practice
Copyright
Copyright is the assignable legal right which is given to the originator for a certain number of years that enables
them to print, publish, preform or record
I have added in the copyright logo to show that my work cannot be copied
Royalties
Copyright royalty (CRB) is the US’ system of 3 copyright royalty judges who decide the rates and terms of the
copyright statutory licenses and determine the distribution of licence royalties
Representation
What class is the audience… male/female, ethnicity, religion
Offensive material
to make sure that there is no offensive language or images that will offend certain members of the audience
I have made sure that there is no offensive material that will offend different genders, races and religion. This
means that the poster is not condoning any of that behaviour towards specific people.

Role of relevant regulatory bodies
The Independent Press Standards Organization (IPSO) is the independent regulator
for the newspaper and magazine industry in the UK. We hold newspapers and
magazines to account for their actions, protect individual rights, uphold high
standards of journalism and help to maintain freedom of expression for the press.
• They make sure that member newspapers and magazines follow the
editors code
• They investigate complaints about printed and online material that may
breach the Editors’ Code.
https://www.ipso.co.uk/about-ipso/
The ISPO specifically focuses on
• Accuracy
• Privacy
• Harassment
• Children
• Hospitals
• Crime
• Victims
• Discrimination
• Confidential sources
• Witness payments in criminal trials
• Payment to criminals
These are most of the categories included in
the editors code of practice with specific
rules under each. These rules ensure that no
facts or information are falsely interpreted
and that no rights are abused and respect is
followed. For example if some information
has been asked not to be leaked to the
public

Target Audience
Katz: The audience who are interested in the BEAT festival would go
to be ‘informed and educated’ on the music genre as the audience
will learn something from the experience. BEAT festival offers
‘diversion’ where the audience can escape from their reality and
immerse themselves in their passion. BEAT festival offers the
audience a ‘personal relationship’ with the artists featured which
therefore allows them to ‘personally identify’ with their favorite artist
and the music.
Maslow: Maslow’s theory is split up into 4 sub sections, which are
social climbers – where the audience driven by improving their
status. Caregivers- people that sympathize over characters situations.
Explorers- where the audience are driven by social change. And
survivors- audience that want security. Using the hierarchy of needs
theory Wireless festival would be aimed at explorers and social
climbers as they would want to learn and gain more information on
their chosen genre of music. Therefore moving up the social ladder.
Hartley: Hartley’s 7 subjectivities defines the audience into
categories. The age of BEAT audience would be 16-21 due to the acts
that will be making an appearance. The colours used in the poster
appeals to the target audience as they are bright and vibrant applying
the youth and vibrancy of the audience as they will have a lot of
energy. The colour scheme chosen is gender neutral as are the artists
selected

Target Audience
BEAT festival is aimed at Middle Class (B) and the
lower working class (C1). This is the fact the tickets
are around £50 and day and weekend would be over
£100 therefore a income will be needed to purchase
the tickets. Also, the acts/ artists contributing are
divided between 2 different stages, the main stage
having the headliners and the bigger named act,
more mainstream music. Whereas, the smaller stage
has the smaller Grime/UK style music for the niche
audience who want to enjoy the up and coming.
Generalizing the audience’s age it would be for
younger adults just starting in the workplace or at
university, this is due to the style of entertainment
and the lack of responsibility’s as the environment
isn't for children and relies on the audience to be
able to immerse themselves in the experience.

Campaign Message for BEAT
The Unique Selling Point of BEAT festival is the headliner and acts performing over
the weekend, with the songs being featured being new or the most popular. Everyday
will bring new audience to the genre of music as the days are an over view of the
genre’s with the different artists performing. This also brings a range of audience in
culture’s, class and age to come together to enjoy a common interest.
The main message for the festival is to make the most of the experience by
participating in all aspects. It gives them a chance to escape from reality, stress free
and relax. By immersing themselves in all aspects of the festival they will be enjoying
music, drink and food they may not necessarily have experienced before.
The contrasting colours in the poster reflect the vibe of the festival, with the artists
and beverages and audience being a wide range so are the colours on the poster. The
people attending have a common interest, their passion for the music, therefore they
can integrate and interact with a common goal.

Photo editing for the Background

Form and Style
The form and the style of the festival poster has to be professional and age appropriate for the target audience.
The Masthead and other bold titles will be in a bright color so it helps with the recognition of the organization of
the festival. The masthead will be in a bold font that is easily recognizable to the reader if they see it again online
or in the streets. The main image will also overlap the masthead so the reader is aware that the person in the
picture is the main subject in the festival and the person most people want to see live. I will also use interesting
fonts to outline well known artists so people will be more incised to go to the festival. The colors main colors for
Beat will be yellow, black and grey because they contrast well and catch the readers attention easily.
The arguable monochrome and yellow house style will allow me to make the key information stand out from the
layout as my poster of inspiration has done. The connotations of yellow are happiness and vibrancy which links to my
campaign message and the vibe of the festival as a whole. This colour will be used to display the main headliners and
the key information such as date/ time and location.
Using technological convergence of social media outlets is amazing for free publicity, getting the name and brand
into the public domain. Therefore, I will be creating an app for the customers and audience to use, releasing
upcoming news on artists and the festival itself. This ensures that everyone is aware of the festival and gives them
the key information needs, such as, when and where and also who is performing.

Brand Logo Styles
Pincoyablack
http://www.dafont.com/pincoyablack.font?text=Beat&back=theme
Arista
http://www.dafont.com/arista.font?text=Beat&back=theme
Chunky Funks
http://www.dafont.com/chunky-
funks.font?text=Beat&back=theme
I think the fonts that I have chosen are good, this is because they are simple and very easy to read and
comprehend. This is useful because the person wants the brand to be interesting and easy to read.
The fonts that I have chosen are suitable then because they are bold and eye catching to people and
they look professional, on addition it fits the genre of choice which is Hip hop which is the genre of
music of the main acts and headliners. I feel the use of the one word with no background will make it
stand out off the advertisement and therefore be more memorable.

Finalized Layout and Style
Masthead
Lineup of artists
Social
media
sponsors
Key
information

Proof Reading and sub - editing
It is crucial when creating a print media that includes text it is vital to
proof read any written work. To ensure there is no grammatical or
spelling errors, especially in names, but also to make sure all the
information is correct and not falsely promoted. Any contradictions or
false information would be unprofessional and would not only be
against the law but also not create confidence in the audience. It is
important to proof read because it will then avoid any confusion
between the readers and the poster.
In addition, sub – editing confirms that all design and layout is placed
correctly and the necessary information is easily visible/ The sub-
editors role is arguable the most crucial in the production as their
responsibility is to ensure every aspect of the design is correct before
being sent to print in physical format.

Equipment costs.
To take the photos for the festival
photo I used a ‘cannon 700d’
which is worth £569.99. the
reason for using this specific
camera is because it has all of
the right settings to shoot in low
and high lighting and therefore
take really good high quality
photos.
http://www.argos.co.uk/product/1024470?
cmpid=GS001&_$ja=tsid:59158%7Ccid:2002
91090%7Cagid:12525697850%7Ctid:pla-
94832032610%7Ccrid:66128556290%7Cnw:
g%7Crnd:16286430329956698556%7Cdvc:c
%7Cadp:1o1&gclid=CL_c0JqzodICFekW0wo
dwtsAbg
To design and edit the photos that I
have taken for the festival poster I
am using an apple mac. This is
because it has all of the right
software that I need in order to
make the poster.
The cost of the computer is around
£1,049.00 and can be found on the
website link displayed below
http://www.apple.com/uk/shop/buy-
mac/imac/215-inch-
imac?afid=p238%7CsboCqtOrE-
dc_mtid_187079nc38483_pcrid_64626336361_&ci
d=aos-uk-kwgo-pla-mac-slid--product-MK142B/A-
UK

Environment of presentation
As seen is the image this is the environment in which I presented my work to my
peers. Using a slide changer allowed me to move around the room as there was no
need to stand near the keyboard, this made me come across more confident. Using
the Mac computer, loaded with my presentation to then project onto the whiteboard
for my peers to see the information I was discussing. This allowed me to show them
the finished poster and all aspects of planning to achieve it.

Evidence of Pitch
When presenting I filmed the whole pitch, this allowed me
to review my peers comments, but also be critical on myself
as to my presenting skills and what I could improve upon. I
was able to see what I needed to change and improve on
reviewing the footage.
I was told in verbal feedback that I presented ‘confidently’
and ‘knew my product well’ based on the answers given to
questions at the end. I felt I could justify all of my decisions
and choices and came across that way.
Having the PowerPoint slides in front of me was a good
prompt to have a smooth train of thought my peers could
follow but also showed them first hand the journey from
initial ideas to final product.

Pitch PowerPoint
In order to ‘sell’ my festival poster my PowerPoint pitch needed to include all background research
and decision making to justify the choices I made. This also made the festival seem real and
brought excitement to the pitch. Using PowerPoint gave me ease in presenting as the software is
simple to use and ensured I included all information. To make sure the theme of the festival
continued throughout I made sure to continuously refer to the name and the final poster. Showing
the initial ideas slides and the final product allowed my peers to see my journey and ‘personally
relate’ to my festival.

Survey Monkey - Evidence
I have included the evidence I sent to my peers of my media survey about my
poster. This gave me more written feedback and allowed me to improve my
product based on the answers received.
I sent this in email format as it allowed them to access the survey online and
complete at their convenience, also it gave them an opportunity to fill it in
while watching my presentation. This ensured that the results were fair and
honest opinions.

What are your first impressions of the
poster?
Question 1
Based on the answers to question 1 people seemed to like the bold writing
and the bright and vibrant color scheme. Some also liked the artists that are
featured and some mentioned that it looked professional.

What in particular do you like about
my poster?
Question 2
The results that I got for question 2 highlighted that people liked the background
photo, bold writing, color scheme and the way it all fitted together in particular.
This was a positive response to the layout and design of the poster.

What would you change about my
poster?
Question 3
When I asked what would they change about the poster I got a variety of
different answers like to add more sponsors and artists, change the font and re-
arrange the line up so it is easier to understand, following this feedback I will take
in to consideration changing to suit all of the peer feedback.

What would you rate my poster out of
5?
Question 4
I asked the peers what they would they rate my poster out of 5 and all of them clicked
4 put of 5. This means that the poster is good but it can have work done to it to make
it a 5. this means doing all of the improvements that my peers suggested in the
feedback

Changes
The first thing that I changed was the background photo. I edited the saturation and
Brightness to make the colors contrast more and brighter. This makes the photo look better
and more appealing to look at as a background. This was also to not infringe on copy write
issue as this image has been edited therefore it is not the same as the original and I can use it.
The second thing that I changed was the colors on the page. From peer feedback I concluded
that there was too much yellow on the page. Hearing this I decided to implicate the colors
from the sponsors into the writing and used to colors to break up the color yellow on the
page. This creates more continuity and is a quick way to make key information stand out.

Comparison of Existing Products
My final poster is effective compared to existing poster of inspiration, the one for Wireless
festival. The initial ideas where based around colour and simplicity, which I have stuck to
throughout, just like the wireless poster (Steve Neale – 1980 Genre theory) “Genre’s are
instances of repetition and difference”. However adding that difference is essential in genre
and copying and original would not attract the audience. Due to this theory I used the
layout of Wireless and inspiration but created my own simplified house style.
I chose to repeat the masthead
placement and key information
placement, being at the top to ensure
the audience see this first. Also, the
layout of the artists, however making
the days stand out more creating more
ease of reading.
To make sure I didn't’t offend or
unrepresented any artists I unified
them by placing them all in the same
font and size even the headliners of
that day, as this was a area of unrest
with the wireless festival, it also
ensures all artists get the same
promotion and respect.

ASA
The advertising standards authority is the UK’s independent advertising across all media. They apply advertising codes which are
written by the committees of advertising practice
Royalties
Copyright royalty (CRB) is the US’ system of 3 copyright royalty judges who decide the rates and terms of the copyright statutory
licenses and determine the distribution of licence royalties.
Copyright
Copyright is the assignable legal right which is given to the originator for a certain number of years that enables them to print,
publish, preform or record
I have added in the copyright logo to show that my work cannot be copied and therefore this work is mine and unable to be used
by a third party.
Representation
What class is the audience… male/female, ethnicity, religion.
I have not represented any particular stereotype throughout my poster, with the edited scenic background being filtered so
individuals cant be identified. All the artists included come from a range of ethnicities, religions and genders therefore no
individual is more represented than others.
Offensive material
To make sure that there is no offensive language or images that will offend certain members of the audience
I have made sure that there is no offensive material that will offend different genders, races and religion. This means that the
poster is not condoning any of that behaviour towards specific people.
Meeting Legal and Ethical
Requirements

Safe Working Practices
I used the ruler tool in order to keep all of the images and the text that was on
the page in line which therefore makes the page look more neat and
professional. This was crucial in layout to make sure the key information was
clearly visable but also for the whole design to be easy to read. This gave the
poster a professional look and clean finish.
The other things that I used was the eye dropper tool. This made sure that the
colors I wanted to change things to was the exact same shade as the color on
other parts of the page. I used the tool on the ‘Friday, Saturday and Sunday’
and matched the colors to the Pepsi logo. This created continuity through the
whole design and relates to the excess of colours from my poster of inspiration
and how that attracts the target audience.

Unit 15 Print Based Advertising

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Unit 15 Print Based Advertising

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