Unit 15 - LO1
- 1. – Level 3 Cambridge Introductory Diploma in Media Unit 15: Print Based Advertising St. Andrew’s Catholic School – Center Number: 64135 Name: Tom Evenden Candidate Number: 2048 Unit 15 Overview
- 3. Contents: Slide 4 … Aims and Objectives Slide 5 … Aims and Objectives (Continued) Slide 6 … Target Audience Slide 7 … Target Audience Slide 8 … Target Audience Slide 9 … Target Audience Slide 10 … Target Audience Slide 11 … Spending Power Slide 12 … Representation Slide 13 … Representation Slide 14 … How are people being represented within the advertisements Slide 15 … What kinds of stereotypes are being used Slide 16 … Consider why representations are used in advertising and the appeal that they have in conveying meaning Slide 17 … Campaign Message Slide 18 … Logo Slide 19 … Print-based Advertisements in the campaign Slide 20 … Print-based Advertisements used in the campaign and copyright Slide 21 … Legal & Ethical Slide 22 … Legal & Ethical - Continued Slide 23 … Public Interest Slide 24 … Violence and Offence Slide 25 … Regulatory Bodies Slide 26 … Method - How else was Adele and the tour advertised? Slide 27 … Method - Billboards Slide 28 …Evaluation of Audio-Visual Advertisement Slide 29 …Target Audience Slide 30 …Target Audience Slide 31 …Target Audience Slide 32 …Target Audience Slide 33 …Target Audience Slide 34 …Representation Slide 35 …Representation Slide 36 …Representation Slide 37 …Campaign Message Slide 38 …Sponsorship Slide 39 …How does this all appeal to the target audience Slide 40 …(M1) Advertisements produced in different media linked together Slide 41 …Similarities and Differences Slide 42 …Conclusion
- 4. Aims and Objectives The advertising campaign for this is for Adele’s 2016 Tour. It was created to promote and create awareness for the upcoming tour Adele will be doing in March till November 2016 around Europe and America. For this advertisement picture, it clearly conveys that the tour is about Adele due to the fact that her face is the main attraction over the image. The image is also seen to be very exciting because it is the same picture that Adele has for her newest album ’25’ which connotes to viewers that Adele will be including and singing her new songs on her Tour.
- 5. Aims and Objectives (Continued) To help advertise the campaign, a website was put up over the internet on 26th November 2015. Within the site, the day it had become active, a video was put up, and over YouTube, where Adele had finally announced she was going to go on tour. Later on, Adele tickets were available for purchase for around the different locations where Adele was holding her shows. Now available on the site are photos, videos of the tour Adele has started. There is also links to points where Adele’s album is available for purchase (for example ‘iTunes’). https://www.youtube.com/watch?v=BArSjJY42nk http://adele.com
- 6. Target Audience Maslow This poster will help keep viewers excited for the tour because of the fact that it includes the exact picture on the poster as the picture for Adele’s new album of 25. The tour also helps viewers to become ‘social climbers’ because the poster includes the website URL for Adele’s tour where viewers can go online for more information. This is helpful because then the viewers can get even more information about Adele’s tour in order to get some tickets to go and see her. From here the website can convey more pictures, videos and a note from Adele herself in order to keep up the excitement of the tour. Katz Through the use of this advertisement it manages to ‘inform’ the public of what is happening with Adele’s album and tour where people can purchase the album, book tickets and view photos and videos linked to Adele. This is located towards the bottom of the page where the viewer can see where Adele will be touring around the world. For example ‘ Belfast, UK’.
- 7. Target Audience Socio-economic Needs The tour is not certain which specific social class it is aimed for. However the look of the poster looks like it is aimed for ABC1E due to who it is, and what the music is about. A – The poster links to the Grade A because the poster’s content looks professional and managerial which ties into what this social class is looking for. B – The poster grabs the attention of the social class in Grade B for similar reasons to Grade A because of the presentation of the poster itself to make it eye-catching, reliable and professional. C1 – Grade C1 would be impressed by this poster due to how this poster manages to inform the social class what Adele is going to be doing with her tour and where she will be holding it. E – Non-working (Grade E) class would find themselves attracted to the tour poster because of Adele herself. The fact that this poster is advertising Adele, excites the social class due to the genre of the music that Adele has written for her fans. This poster will excite the class because of the Artist – which is probably one of the reasons Adele’s face was put in the picture.
- 8. Target Audience Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics. The tour is aimed for the ‘explorer’ group. This is because of the colours used to help emphasize the energy the poster has through the use of colour. Although it is kept looking neat and professional, the colours, such as red, help make the poster more eye-catching for viewers. Also the energy is conveyed by having Adele’s picture on the poster. This is due to the type of music Adele has made which can excite the viewers because of their love for her music. Psychographics
- 9. Target Audience Hartley’s 7 Subjectives • Age: Anybody at any age can go. It is only recommended however that any child who is under 12 years of age is accompanied by an adult if a child would like to go to the concert. • Gender: There is no restriction of gender for the tour as Adele writes her songs for anyone. • Class: There is no class required at the concert due to the fact that Adele has not written any of her songs for a particular class. • Nationality: The concert does not expect a nationality for specific people as Adele has her songs written for the world. So the nationalities the poster will consider is Europeans and Americans as these are in the regions of where Adele will be travelling.
- 10. Target Audience Pass along audience Pass along audiences are viewers which will purchase items that are second hand. The posters will appeal to this range of viewers because they will not have to purchase a copy, but acknowledge the existence of the tour in order for viewers to get involved with the live showing. For example the viewers may find a free copy of a newspaper, within the paper they may find an advertisement which is a smaller copy of poster.
- 11. Spending Power For the tour to make some money, the tour put up a website. Within the website, when it first started off, Adele had put up a video to announce and advertise the tour. Also, from the website, tickets were available for purchase – this was the main area for fans to buy their tickets to go to the tour. Soon after tickets were sold out. For fans who were unable to pay the full amount, or reach the site in time, a ‘Buy spare tickets’ feature was brought to the website. From here fans could go onto the site to pay less money for extra seats that other fans could not go to. The ticket exchange appeals to the target audience due to the price range and exchange feature itself. This is because the actual original price could suit the more higher class of the audiences and leave the exchange cheaper prices for more of the lower target audiences. For example 1 ticket is available for purchase in section 112/Row U for a price of £96.50.
- 12. Representation Laura Mulvey The poster used for the tour can be thought of as the ‘male gaze’ due to the fact that Adele is on the poster. This is because Adele is seen as a particularly attractive person for male viewers and this can help get more and more tickets. Male may gaze at Adele because she looks attractive because of her eye- liner and blusher to make her cheekbones stand out. The fact that Adele is looking at the camera, directs the poster to viewers.
- 13. Representation John Berger This poster can be seen to the idea of ‘women appear’ because within the picture, Adele is modeling for the image. As also seen in the image, Adele is wearing make up for the poster to help her keep up her appearance. This means that stereotypically this poster will attract the attention of the male gender because of how Adele has represented herself in the image she chose to pick, without causing offense.
- 14. How are people being represented within the advertisements? Within the image of Adele’s face is seen to be relaxed. This gives the impression to viewers that Adele’s tour will be relaxing and enjoyable due to how she will present her music. The fact that Adele is looking at the camera leaves viewers to think that the tour is directed at themselves as individuals which can help appeal viewers to buy some tickets.
Editor's Notes
- #2: Candidate name and number needed and center numver