L03: Recce Sheet

LO2: Be able to plan an advertising campaign that includes print-based advertisements

A) The 8mile posters are made and designed for the audience that will take interest and who will watch the film.

The message that the poster is trying to get across to the audience is that the Rapper Eminem, is the main character of throughout film. This explains why he is the on the poster behind the title of the film. Throughout the film the protagonist Eminem goes through a lot of struggle and personal images in order to get to where he is now, which is shown in the poster as the colours are dark/dull and the Eminem appears to be looking down which connotes his upbringing/early-life.

The target audience would mostly be males, aged between 15 and 40 as the hip-hop music genre has a wide listening audience with a lot of teenagers, as well as even middle aged men listening to the genre

The aims of this advertising campaign is to draw peoples attention towards the film which therefore gets them interested in watching it at the cinema. Another aim could be to promote the story of Eminem to the younger hip-hop/ fans. The younger fans will not  be aware of his story because it occurred before they were born. Watching the film would therefore show the younger fans, what it was like growing up in Eminem's era.

b) The film was released on the 15th November 2002. The trailers for the film are usually released about 6 months before the actual film is released in the summer. Also the trailers for the film are actually shown in the cinemas 6 months before release of the film and a shorter version of the trailer is usually shown on tv as a an advert before the cinema release. After the film is released in the cinema, their will be another advert of the film, aired on TV for the DVD release of the film. The film will also be advertised on various websites, through banners. Websites like Amazon do this, usually to advertise the DVD or digital download version of the film. Web advertising is a low cost way of advertising, yet at the same time it still reaches out to a large amount of people. Advertising is also sometimes done through twitter as you can schedule when you wan't the tweet to post, which is excellent for advertising.

In terms of the campaign schedule for my musical documentary I will be producing it independently.

c) The company who produced the poster will require permission from the artist, Eminem who is on the front cover.

Unit 15 Merit

Evaluation of audio visual

LO1 Understand how print-based advertisements are used within existing advertising campaigns

 
The Underachievers Evermore musical documentary, Trailer Poster

A) Aim and Objectives 
The aims and objectives of the Evermore musical documentary trailer are to promote the artists being The Underachievers. I can also denote that the aims of this poster is to promote their music, as it is of course promoting their album, being called Evermore, it has the artists on the cover of the poster, which therefore helps promote their music, and will help in their objective to of course get the user to potentially watch their short musical documentary.

B) Target Audience 

The target audience will most likely be 18 year olds and older as some of the lyrics may be deemed inappropriate for the younger generation. Also this age is more likely to be able to go to events on their own, and this being a tour poster of course, it is basically promoting their event. I would say that the NRS Grades of the audience would be A, B, C1 as although music can be listened to throughout any social class, these classes are more likely to watch an actual documentary about the artists, outside of music compared to the lower classes e.g. working class, non-working.

C) Representation
 The house style is represented throughout this advertisement as for example, you can see that on the poster denoted, they have given it a really artistic cover, to make the tour poster look very appealing and high quality. The musicians are one of the main focuses in this poster as you can see that they are at the front of the poster in very high quality e.g. by looking at the detail, the artists look very realistic for an animated drawing. It also represents nature the poster as, the Music group are very nature based, and this represented with the nature like colours e.g. green, and also the mushrooms in the background help connote this. The Artists are also represented, as their name being The Underachievers, is large on the poster, as well as the other artists supporting the tour. The gender represented is mainly male which represents masculinity, as on the poster it is male artists which could relate to their fan base/target audience which is stereotypical in a way, as Hip-hop music is generally perceived to be listened by males. The location represented is America, as this is where the artists are from.

D)Campaign Message

The message of the campaign is to of course promote, the artists message, which is of course presented in their short documentary, as well as the artists themselves, and of course their music. Which is shown as the artists are of course on the poster in multiple different shots. The campaign message is different to other musical documentaries as of course it is a different set of Artists, therefore we are saying their perception on life/ their art, which is different in comparison to other musical documentaries.

E)Print-based advertisements used in the campaign

The print-based advertisements in the particular campaign that I've decided to analyse are multiple posters relating to Musical short films. The differences between the online print-based advertisements and the magazine in which I selected are the way in which they are set out in comparison to the online poster, are the way that they are set out, for example in the magazine

the artist is laid out differently but stands out more as in a magazine, sometimes it’s for newer listeners so therefore, they will want to see this artist as they may need to be convinced in order to checkout any short films, that the artist is a part of. The other posters however appear to make the text stand out the most as, this could be because it is targeting people who are already familiar with the artist and therefore they just want to see what the short film is about which shows why the text denoted is the main highlight of the poster. Overall these print based advertisements have some similarities, in juxtaposition with each other, but the house style is overall a different layout. As for example they have different font styles as for example the magazine, musical documentary advertisement font style is a different colour to the other musical documentary trailer advertisement titles as it is in bold, and in pink, whereas the others appear to be in white/blue. The leading fonts also have different distances between the basslines, which is another difference in house style design. Overall although these print based advertisements have different house style designs, they all promote the same thing being the artist’s musical, short documentary.

F) Relevant legal and ethical issues

Copyright law is a legal concept, enacted by most governments, giving the creator of an original work exclusive rights to it as its theirs (This means no one can copy or steal this idea as it’s not theirs)

Easily pirated media    

All of the advertisements must be truthful as they cannot lie, this may come in the form of small print, but still must honest to customers and buyers or the company could get in serious trouble for false advertisement. In terms of their specific print-based advertisements I've looked at, their does not seem to be any form of terms and conditions. Actors in the advertisements must have agreed to take part.

The only relevant Legal and Ethical consideration issues that I can think of that Artists will face in their print and audio-visual advertisement campaigns would be copyright, but this would not happen as throughout the

G) Regulatory bodies

What is the ASA?

The Advertising Standards Authority are the independent regulator for advertising all media in the UK. The ASA use advertising codes for Advertising Practice written by Committees. The main focus of the ASA is act upon complaints and troubles from the public by taking action against advertisements that may have harmful, misleading or offensive advertisements.

The ASA intend to ensure that all advertisements are honest, reliable and overall genuine and can be presented to the public, as a real advertisement should be. The ASA also have a council and a Senior Management team with the council being in charge of deciding if a piece of advertising has breached the code of being able to be shown to the public and the team being responsible of setting the direction of the organization.

The ASA is funded by advertisements on arrangements that guarantees the ASA independence and is collected by the advertising standards and broadcast advertising standards.

 The ASA work with independent experts and other regulators who have responsibility for looking after sectors more broadly and as the ASA regulate advertising across all sectors so it’s not unsurprising that they work with these people.

The ASA have been around since T.V commercial broadcasting started in 1955 and was controlled by legislation.

Overall the Print Based Advertisement that I analysed match the required ASA requirements as there is nothing offensive displayed throughout the poster, which could be deemed offensive to the general public which therefore shows that the print based advertisement that I have analysed matches the ASA requirements.