– Level 3 Cambridge Introductory Diploma in Media

Unit 15:

Print Based Advertising

St. Andrew’s Catholic School –

Unit 15 Overview

Aims and Objectives • This advertisement is for a UK band called COASTS who are

touring their new album called “A Rush of Blood”. The aim of this poster is to help promote the band that is touring, making sure that people are aware of who they are and when and where they are performing. They have social media links at the bottom also to help promote the tour.

• The poster also features the tour dates and locations in a bold text underneath the bands name. Along with the social media website that they promote they also promote their website where you can find out more. The imagery of the poster conveys the genre of the music. For example this poster conveys stereotypical indie rock due to the black leather jackets and long hair with the additional jewellery. Finally they have mentioned where you can purchase the tickets for the tour venues.

• At the bottom of the poster there are social media links to Facebook and Twitter. Having the social media at the bottom helps promote the bands tour. People are able to go on the social media website and find out more details about the tour. People then share and like the posts about the tour on the social media which then helps promote the tour.

Target Audience- Katz • The music genre of this band is Indie rock pop therefore the target

audience would fall into the category of diversion. This is where they are able to escape from their reality and immerse themselves in text. People tend to get more work and other responsibilities when they get older. This band provides the audience with a sense of escape listening to their music. This can be at one of their gigs or even listening to them on your phone. People are able to escape and listen to something that reliefs the stress in life. The target audience also falls into the personal relationship category. This is due to the tour being advertised as they are then able to get closer to the band at the concerts.

Target Audience- Maslow • The target audience for this theory would be the survivors. This is because

they want the security and routine of knowing the band will be performing around the UK and knowing the dates they are touring. The target audience also relate to the social climbers. They want to improve their status in society by going to these gigs that are around the UK as they are a famous band.

Target Audience- Hartley's 7th Subjectivities

• The target audience for this theory focuses on the age and gender. The age would be 16+ as most of their lyrics are about love which stereotypically teenagers tend to start to date at this age. The gender of the target audience are aimed at both male and female because they are a male band which stereotypical 16+ females will like and be ‘attracted’ to and also most of their music is about love which can be seen as quite feminine therefore females will like this. They appeal to the male gender because they are a group of boys they can admirer to and relate to.

• The target audience would have to be in middle class to be able to afford the tickets and transport to the gigs.

Target Audience- Socio Economic needs

• For this target audience they would fall into the C2 onwards category. This is because they have the skilled level to get a average paid job. This then allows them to be able to afford the tickets at the venues where the band will be touring. Also they will be able to afford the music that they put on sale in terms of their albums. They have the income to make sure that they can keep following the band.

Target Audience- Psychographic• For this target audience for the band

that are touring would be classed as Explores. This is because they want to seek the energy and excitement, this can be found at the gigs that they perform at. They want to dance and enjoy the music that they perform. The audience will have that instant effect when they are listening to their music. This would be for the younger audience that enjoy the bands music.

Target Audience- Spending power • The average spending power people would be paying for a ticket to see this

band would be £15. Most people would be able to afford this price, once the bills and tax’s have been paid people have the power to spend.looking back at the socio economic graph the target audience will be in the category C2 which reflects the low ticket price. As this price is very low to go and see them play at one of their venues that is part of the tour, the target audience from 16+ are able to afford this. Most teenagers above 16 have part time jobs with roughly the minimum wage of £5 an hour. The gender target audience is aimed at both genders due to the music relating to dance. Male and females at the age of 16+ can get a part time job to earn enough money to go and see the band play.

Representation Definition: This is someone who speaks or acts for a group of people in aid of support. This could also be a picture, painting or a certain colour that stands for something in need of support. This can be for certain individual people and social groups. People represent for negative causes such as violence, racism and even sexism.

Theory: Diana Saco “female gaze”. Within this poster the focus is on the males being the center of attention. The female gaze theory suggests that the females admire the male looks on the poster. They find the looks appealing and pleasurable to look at. The men are acting as though they are the more dominant than females on the poster. They appeal to younger teenage girls as the males are also young and good looking. They appeal to the females due to the choice of clothing and hair styles. Such as the leather jackets and highlighted hair. They also appeal to the females with the build they have as well as the jewelry. There is no slogan on the poster.

Campaign message • The Unique Selling Point for this poster is the use of bold and detailed text telling the audience

where you are able to buy your tickets. The text also tells you where the band will be touring and when. I have taken screen shot of this below on the left. On the poster in the screen shot you can see that the poster have a choice of warm colours of blue, white, orange and yellow which is also a unique selling point for the poster as the connotations of the colours are warm and laidback like the band and their type of music. On the bottom on the right hand side I have taken a screen shot of the social media sites for the band. This can be a unique selling point as the people can read the tour dates on different platforms and as the target audience are 16+ they will stereotypically be into social media. This can be read from the website, Facebook page and twitter page. The campaign message being portrayed is that the band are warm and friendly through the use of colours and imagery used and they want people to come and see the band which they have given different locations so it suits as many people as possible and they have also given social media information to make it very simple for the audience. They have jumped straight to the point in conveying the message to the fans when and where they are playing on tour.

Print-based advertisements used in the campaign and copyright

The advertising campaign is aimed at young teenage people who are male and female. As they perform the type of music which everyone is able to enjoy. The music flyer that I have found features the band the COASTS. The band name and the venue along with the date are placed on top of the bands picture.Below I have taken a screen shot of the tour dates and times the band are going on. They have created a link at the end of the description to allow people to buy the tickets.

Print-based advertisements used in the campaign and copyright

The band promotes the band tour of 2016 by making the merchandisers that are displayed below. The band COASTS have produced some merchandises that convey the message that they are on their new tour for 2016. The merchandises have the font styles and the colour of the bands house style. The audience are then getting the message that the band are on tour.

Print-based advertisements used in the campaign and copyright

The main types of advertising that the band produce for their tour is through social media and their website. They don’t have any billboard or TV advertising as they are a small band. They have been producing their music for only 3 years. The band needs to create more of an income to be able to afford the TV advert fees. They have used below the line advertising to save money. They are in synergy with Facebook and Instagram. Facebook has been used to advertise their tour the most. As you can see from the screen shot below, the band have chosen to advertise their new tour on their Facebook page. This is because its free and very effective. People can like and share the posts about the new tour. They are in synergy with Facebook and Instagram. They post tour dates

•

Print-based advertisements used in the campaign and copyright

• The website that the band COASTS have give you all the details for their tour. The website has the order of the tour and where and when the shows will be. Next to each show they have placed a button which says get tickets. You are then able to buy the tickets through the website.

• The band own all the legal rights to what you find on the website. The band are owned by a company called capital records. They have their logo posted at the bottom section of the website. The website doesn't’ have any terms and conditions page. The band own the bands name trade mark. The bands name and font style is registered which means that they own the right. People are only allowed to use the name and font style from the bands consent.

Legal and ethical issues • There are many different issues that you need to consider when you are

advertising. When making the advertisement for bands tour they need to make sure that they have no copyright problems. When making the advertisement for the band, they need to get permission from the band to use their name on the advert. This is because the band have the ownership over the name COASTS. This can also be known as IP, this stands for intellectual property. This means that you own the rights to the name or logo you have created. This can create a good income when you own the rights. COASTS can charge the people who want to use their name In their adverting.

• Source: http://faculty.buffalostate.edu/smithrd/PR/adethics.htm

Legal and ethical issues • There are many more issues that the advertisement will have to consider such

as getting permission to use the bands logo and Font style. The colour scheme will also need to be made sure that permission is granted. This is because you are using someone's else's work in yours. This is known as model release. If you choose to use COASTS font style on your advertisement without the written permission, you will have legal claims that will be made against you. This can be lead to a charge of a sum of money.

• The target audience for this band are mainly young teenagers, this means that the language and imagery used in the advertisement used needs to be made appropriate. Children cant be exposed to the use of offensive language and imagery. This would be considered offensive to the parents of the children.

• Source: http://digital-photography-school.com/model-releases-need-know/

Legal and ethical issues • When the band that are on tour are producing the printed copies, they

need to make sure there is no libel which can then be classed as defamation . This is when something incorrect has been made in print which people can make claims on. Things that people may find offensive such as ethical backgrounds. Nothing can be printed with incorrect information. Such as the price of the tickets.

• The tour also need to consider the royalties. People may want to make some revenue of the tour with merchandises such as t shirts. Royalties is a form of payment that needs to be paid to the legal owner. If people want to use the registered font style and name of the band they need to pay the royalties. Further more public interest is important as this is when you have the welfare of the general public in mind.

Print Advertisement • There is an organization called the The Advertising

Standards Authority. They have the responsibility to respond to the complaints that get made about certain adverts. People complain if they get offended by the use of language, imagery and ethnicity. The ASA will be contacted if any adverts have breached the codes. This is why when creating the adverts for the band COASTS they need to make sure that its kept appropriate. The advert will have to be questioned if they have breached more than one of the codes. This is why the advert for the band has been kept relevant to the bands style in terms of music genre. Calm , friendly and very warm. This then gives of a good impression towards the audience. This then reduces the chances of the ASA getting in contact due to potential complaints.

• Source: https://www.asa.org.uk/?gclid=CjwKEAjwq6m3BRCP7IfMq6Oo9gESJACRc0bNLUJDVS57j61Vc43o-XKV5v39gCoyr07u9ni53HJYwRoCX0Lw_wcB

Ofcom- The office communications • Ofcom are a service that make sure that people are not being scammed by

online adverts and other media products. They make sure that people in the UK get the best from their communication services. If there is a potential scam that has been found on the TV, Radio or videos then Ofcom are the first to investigate. This service that Ofcom have are running under the Acts of parliament. Because the band COASTS are being advertised in the magazine that I have produced. Ofcom are very unlikely to be investigating the advert.

• Source: http://www.legislation.gov.uk/ukpga/2003/21/contents

Method • The advertisement for my tour of inspiration can be found on YouTube as

well as on posters. They are advertised in music magazines called Kilmanjaro. I have taken a screen shot of the magazine and where COASTS have been located. The advert tells the audience where and when the band are playing. The band name COASTS is then placed over the top of the description. This then tells the audience who the band

are. The cost of the advertisement for the YouTube video is completely free. This is called below the line advertisement.

Method • The COASTS tour is advertised mainly through Facebook and Instagram. They use

the social media to advertise the tour because its free and very effective especially because their target audience are 16 plus as they are mainly based on these social media websites. The band advertise their tour through their website as well as uploading a video on YouTube. The YouTube video features the songs that the band will be playing on the new tour. The band chose the below the line advertising because they are a small band. The income that they create isn't enough to be able to afford the TV advertising yet. They have decided to go on tour in June as the majority of the college students would have finished work, and this is something that they can look forward to after exams.

Audio Visual Advertisment

Aims and Objectives

• https://www.youtube.com/watch?v=KRBpY3tjDkY

This audio visual that COASTS have created to promote their tour in 2016. They have created the video that features their original song that they are well known for playing. Animation of the tour dates and then locations of the venues are played while the music is playing. At the end of the video all of the social media links for the tour. Along with all the tour dates and venues displayed in order. COASTS have then placed the cover of the album on top of all dates and venues. They have chosen to add social media website links at the end of the video to promote the tour. People are also able to find out more about the tour and even book their tickets through them.

Target Audience- Katz • The target audience for this theory would fall into the Personal

Relationships category. This is because the the audience can build a closer bond with the band. The message that the audio visual is trying to convey that the target audience cant miss this tour. This way the audience can become a lot more closer with the band by going to see the band COASTS play.

• The audience also fall into the Diversion category as well. This is because people are able to escape reality and go and see this band play. People want to be relived from stress. The audio visual is telling people to come and see the band play and have a good time. People want to escape and have a good time.

Target Audience- Maslow• The target audience for this audio visual clip would fall into the social

climbers. This is because the audience want to go to the see the band and improve their status in society. Going to the band and seeing them play with friends can help people drive to improve their social status.

• The audience also fall into the Explores category. This is because people want to be able to be effected by the social change. Seeing the band at a venue can change your social status. This is because you are there with friends having a good time listening and dancing with the band.

Target Audience- Hartley • The target audience for this visual audio is aimed at people who are 16+.

This is because the music is related to love. The majority of the bands lyrics are about a love story. This means the audience have to be old enough to understand it. The gender is aimed at both as both genders can be related to love. Both genders can relate to love as love is something every living thing can have.

• The target audience of this theory for this class is middle class. This is because you have to be able to afford to fund the transport to the venues to see the band play. As well as the tickets that you need to pay for. The prices start at £15 per person to see the band play. This means that the younger audience that are still at school need to have a part time job. The average wage is at £5 an hour for young peoples part time job.

Target Audience- Socio Economic needs

• For this target audience they would fall into the C2 onwards category. This is because they need to be able to have a well paid job to afford the transport and tickets to see the band play. They also need to be able to afford to buy the bands albums. Fees such as paying for spotify or I tunes credit to have on your phone. They will also appeal to below C2 in the socio economic needs graph. This is because the band is young and good looking. Young students will find this appealing to look at.

Target Audience- Psychographic• The target audience for the

psychographic graph will fall into the Explores category. This is because the audience want to seek excitement. The audio visual plays the single the band are most famous for. The video then displays venues where they will play. This will make the audience want to seek the fun in going to see them play.

Target Audience – Spending power • The most you will have to pay to go and see this band play will cost no more

than £15. This means that people who have paid there bills and taxes and other fixed costs and still have money left. Can go and see the band play. The audience have to be in the middle class as this then means that the audience are able to afford to go and see them play. They are then also able to purchase the album that they have released. Along with other merchandises such as T shirts.

• For the younger audience, they need to have a part time job to be able to afford to go and see the band play. This is if the parents or guardians who are in the middle class don’t give them money. The part time jobs are going around £5 an hour. This will create enough income to see the band play.

Representation • This is someone whop speaks or acts for a group of people in aid of support. This

could also be a picture, painting or a certain colour that stands for something in need of support. This can be for certain individual people and social groups. People represent for negative causes such as violence, racism and even sexism.

• Laura Mulvey “male gaze” suggests that in the screen shot below on the left that men will find this appealing to look at. This is due to the female appearing in a bikini presenting the female body to the audience. Diana Saco “female gaze” suggests that females find the screen shot on the right find it appealing to look at. This is a young male wearing sunglasses to look stylish and appealing to look at for the females to look at.

• https://www.youtube.com/watch?v=KRBpY3tjDkY

Campaign Message • The unique selling point for this audio video is the song choice and the tour

dates and venues that are on their tour. They have selected their number one song that they are most known for. This then makes the band more recognizable to the audience. The audio video also shows you all the bands dates and venues that they are visiting on their tour. The song lyrics are part of the message they want to convey to the audience. The lyrics say “ we fell in love” this connotes that the band and the audience have both fallen in love with the music.

• At the end of the video the audience are presented with the social media sites that you can access to buy the tickets. This is a very unique selling point as people can then access all the details and find out more about the band through a platform they love.

Print-based advertisements used in the campaign and copyright

• The advertising campaign is aimed at the young teenage and older audience. They have appeared in Q magazine as to present their new album that they will be featuring on their tour in the summer. They have also used the social media website Facebook to advertise their new album. On the left hand side they have created a humors picture for the teens on Face book. This is used to promote the new album that they will be playing on tour for the audience. The campaign has been spread out over magazine and social media to help promote the bands tour with the new album.

Legal and Ethical – Audio Visual• There are many different issues that you need to consider when you are

advertising. When making the advertisement for bands tour they need to make sure that they have no copyright problems. When making the advertisement for the band, they need to get permission from the band to use their name on the advert. This is because the band have the ownership over the name COASTS. This can also be known as IP, this stands for intellectual property. This means that you own the rights to the name or logo you have created. This can create a good income when you own the rights. COASTS can charge the people who want to use their name In their adverting.

• Source: http://faculty.buffalostate.edu/smithrd/PR/adethics.htm

Legal and Ehtical • There are many more issues that the advertisement will have to consider such

as getting permission to use the bands logo and Font style. The colour scheme will also need to be made sure that permission is granted. This is because you are using someone's else's work in yours. This is known as model release. If you choose to use COASTS font style on your advertisement without the written permission, you will have legal claims that will be made against you. This can be lead to a charge of a sum of money.

• The target audience for this band are mainly young teenagers, this means that the language and imagery used in the advertisement used needs to be made appropriate. Children cant be exposed to the use of poor language and imagery. This would be considered offensive to the parents of the children. 2

• Source: http://digital-photography-school.com/model-releases-need-know/

ASA – Regulatory Bodies

• To make sure that the adverts that are being produced over the media, there is an organization called the The Advertising Standards Authority. They have the responsibility to respond to the complaints that get made about certain adverts. People complain if they get offended by the use of language, imagery and ethnicity. The ASA will be contacted if any adverts have breached the codes. This is why when creating the adverts for the artist COLE they need to make sure that its kept appropriate. The advert will have to be questioned if they have breached more than one of the codes. This is why the advert for the band has been kept relevant to the bands style in terms of music genre. Calm , friendly and very warm. This then gives of a good impression towards the audience. This then reduces the chances of the ASA getting in contact due to potential complaints.

• Source: https://www.asa.org.uk/?gclid=CjwKEAjwq6m3BRCP7IfMq6Oo9gESJACRc0bNLUJDVS57j61Vc43o-XKV5v39gCoyr07u9ni53HJYwRoCX0Lw_wcB

Ofcom- The office communications • Ofcom are a service that make sure that people are not being scammed by

online adverts and other media products. They make sure that people in the UK get the best from their communication services. If there is a potential scam that has been found on the TV, Radio or videos then Ofcom are the first to investigate. This service that Ofcom have are running under the Acts of parliament. Because the band COASTS are being advertised in the magazine that I have produced. Ofcom are very unlikely to be investigating the advert.

• Source: http://www.legislation.gov.uk/ukpga/2003/21/contents

Method • The advertisement for my magazine can be found on you tube as well as

on posters. They are advertised in music magazines called Kilmanjaro. I have taken a screen shot of the magazine and where COASTS have been located. The advert tells the audience where and when the band are playing. The band name COASTS is then placed over the top of the description. This then tells the audience who the band

are. The cost of the advertisement for the you tube video is completely free. This is called below the line advertisement.

Differences and Similarities • There are a few differences and similarities that I have encountered with the

audio visual. The audio visual has the difference of being able to play the bands music while advertising. The video also has the power of animation. This can show the band in action to the

audience. They both have the similarities where they both tell the audience when and where the tour is going to take place. They have a similar colour scheme to convey the bands consistent house style.

(M1)Print based and Audio Visual advertisement linked together

• All the adverts used all link together to convey the campaign message because they both use the same colours, imagery and content to convey the message. The content informs you when and where the tour will start on both advertisement. They also both use a cloud effect as the background to the poster and audio visual to keep up brand identity and this allows the audience to become familiar with their house style. Having this effect will help the audience remember the house style through this effect used in both forms of advertisement. They both have the same logo and font style.

Conclusion • Within this LO I have researched COASTS audio visual and print based

poster. I have researched how they have conveyed the campaign message to the audience. I have analyzed the audience theories and the aims and objectives of this campaign. I have also shown how they both link between the audio visual and the poster.