UNIT 20 ADVERTISING
P1: Describe an existing media advertising campaign
An existing media advertising campaign which has had to adapt over time to keep running is Lucozade. Originally in the 1970s it was seen as a medicine to help with sickness to get salts and sugars into the body, up until the 80s as it was rebranded as a sports drink and associated with health rather than sickness. Before the rebrand it was sold in most chemists and was seen as a medicine that quote “children need it” and those unwell do, now it contrast to how it’s changed nowadays it’s seen as a very unhealthy fizzy drink which a child should not drink under the age of 16.
A big change in how marketed it was as health essential medicine for children and now a drink no child should have in his diet. Shows over time the companies change in rebranding to make more of a profit and hid a wider target audience. Their aim and objectives is to advertise the drink to popularise it to get more people to drink it. With advertisements with catchy music for the target audience to relate it too. All very basic advertising methods to show as off their drink.
These basic methods of advertising will be on 2 media pathways physical media of billboards and posters containing big massive eye catching statements to entice an audience or TV advertisements which will have cool exciting 1 minute long clips showcasing the drink with music on in the background. The target audience for the drink will be at teenagers or older but with how catchy the advertisements on the television are and the eye catching posters and labels it’s no wonder a younger audience will be interested by it. The regulatory body Food Standards Agency has a tightened control on the marketing of energy drinks to underage audience and enforce changes in advertising or stricter control in shops.
Horror Thriller 10 movies slides.
Unit 20: Advertising Media
LO2 Be able to plan a cross media advertising campaign to a client brief
Advertising Brief
THE CLIENT:
21st Century Productions Ltd.
ABOUT THE CLIENT:
21st Century Productions Ltd is a medium-sized independent film company with an annual turnover of 15 million pounds. They specialise in producing high quality short film productions aimed predominantly at an audience aged between 17-25 years. The audience/customer is approximately 70% male and 30% female.
They have achieved a reputation in particular for producing films of the Horror/Thriller genre. It is this specialism that they wish to develop and promote.
THE BRIEF:
The company want to run an advertising campaign to increase the tickets for their latest film release (You name the film). They want to produce a campaign that uses traditional poster sites at bus stops, motorway service areas and billboard facilities close to cinema locations.
The company also wants to take advantage of digital advertising platforms.
Research data produced by the Data Detail Marketing and Research Company show that 70% of the target audience are more influenced by such advertising platforms.
Produce a range of visuals and proposals that present ideas for the Company’s consideration. The advertising must be appropriate to the target audience, be clear and effective in its message and cost effective.
Initial ideas and visuals should develop with the approval of the Company’s management team to produce a cutting-edge campaign that attracts the interest of potential customers and existing customers alike
MY RESPONSE TO THE BRIEF:
My Proposal
My Working title is The Village Butcher. This will be the title of the advertising campaign that we will use to showcase our new low budget, independent horror/thriller film.
The products we will be creating are posters and billboards. there will also be digital advertising of artistic posters and on set photos to advertise online. Our posters will be 27x40 and be put up around cinemas and DVD shops even thought our movie will be digitally streamed through our own website. The reason for choosing theses locations is that we would want to advertise our movie around an area were our target audience will be viewing it. It also an area that fits the products so customers can see our poster on there way in and be intrigued by it. Our billboards on the other hand will be posted on walls on street corners. We would not have enough funds to compete for advertising it on main roads or motorways. The billboard dimensions will be 12x8 ft.
The purpose of our advertising campaign is to promote our new horror/thriller film. Low budget independent movies are not really sort after with all the high budget blockbusters movies. While are film isn't trying to gross any records we are trying to expand our skills and acting methods to improve through each project. The only way we can improve if we can get enough viewers and social media attention to attract more and bigger companies to invest in us and our campaign.
Group of teenagers take a walk into the woods. They stumble upon an abandoned house an
d decide to throw rocks and mess about with it. Not knowing who or what they have disturbed. On their march back through the woods they start to sounds of leaves rustle and twigs snap at first they ignore until, some of the teenagers start seeing red eyes in the distance. Are they are being followed or is there imagination? There fear starts to sink in and its getting dark what do they do run or hide.... Will they survive the NIGHT...…..
The influences of my film come from my love of classic 80s/90s such as Friday the 13th, Blair Witch Project, Stand by Me and The Goonies. Aspects from each movie I've adapted in my own way into my movie, Similar themes, elements and horror.
The little inspiration behind the last two films is that those movies centre around the characters being teenagers going on adventures and getting into trouble, Similar to our characters being teenagers and causing mischief in their local park. The other films of course which
are horrors are inspiration as they are low budget horror films made by small film production and centred around woods. These films are have a reputation for being scary and gory. These are more in depth points on each film influence.
Friday the 13th: Story is about a camp reopening after the death of three victims, one camper and 2 counsellors. The camper died by drowning near a lake at the camp and the counsellors by murder. The camp reopens in 1980 by descendants of the original owners. But the counsellors start to get killed one by one by a mysterious person. Elements of this movie I do replicate in this. Though mine is not about a camp or counsellors it is set in a forest/woods and one of my scenes will take place near a lake/pond. A lot of the horror themes and scares I will try to replicate as they are similar in that they are both low budget.
Blair Witch Project: Story is about three students who vanish travelling into a Maryland forest to film a documentary on the local legend, The Blair Witch. The only thing left of them is the footage. Elements of this movie I do adapt and take influence from are the low budget shaky camera effects for thrills and scares and the suspense of filming in wood/forest locations. This film perfectly captures the jump and scares for a really low budget more like horror fan film. My film will need to find some influence and relate to this as there similar in the types of movies they are and the audience they want to entertain.
Stand By Me: Is the summer of 1959 in Castlerock, Oregon and four 12 year old boys Gordie, Chris, Teddy, Vern all friends. They learn of a location of a dead body. and set off into the woods to see it. Unlike the other two influences this is not a horror film but has some suspenseful themes. Some elements and themes of this movie I would like to adapt into my movie. The theme of friendship and our characters learning about themselves, the meaning of friendship and standing up for what is right. Want our characters to be liked and cared for by the audience so there can be a level of suspense when there in trouble.
The Goonies: Mikey and his friends have always wanted to go on adventure. They stumble upon an old map in Mikey's attic and decide to find the treasure of One eyed Willy. They are met with bandits who have just escaped from prison and have discovered the information of the treasure and traps, puzzles and mysteries left behind to guard the treasure by One eyed Willy himself. Like the previous movie this is more influenced me through trying to find elements, themes and ideas for my group of teenagers created for my movie.
The movies I am inspired by are 15 and 18 rated movies so our target audience will have to be ages between 15-21. Boys and Girls who are horror fans our also in our target audience as we want to open it up to a wide range. We are happy for our aim to open up to people who don't watch horror movies and kind find a new love for them and watch more. We would like to think our movie could influence new fans of the genre and life long fans. Our film will also be a 18 rated for its content such as gore, bloody violence throughout, injury detail and strong language. The BBFC will most likely rate it this age rating and may want us to remove some scenes too graphic.
This link above is the rest of the pre-production workshop projects I have worked on in relation to the pre-production work for the following tasks.
This photo was taken around 15:00 and was taken in a wood land area near Croxeth Park. My aim was to find a dark looming forest path. The photo had too much light for any use, Kept the image as in case I could not find another could edit lighting and use for poster.
This photo was taken around 15:00 and was taken in a woodland area near Croxeth Park. This photo was to capture a open destroyed grass path. The photo could be very useful to edit a scene or poster of murder and bloodshed but too much light not fitting the ideas I want.
This photo was taken around 15:00 and was taken in a woodland area near Croxeth Park. This was the best photo I took. Really captured a long, dark. creepy and unknown path. Found this the best one for use. Long dark narrow path covered in trees with a looming sense of danger. Needed editing of the light to create a scary atmosphere.
This photo was taken around 15:00 and was taken in a woodland area near Croxeth Park. Its an abandoned house that all bordered up
This photo was taken around 15:00 and was taken in a woodland area near Croxeth Park. Its an abandoned house that all bordered up
This photo was taken around 15:00 and was taken in a woodland area near Croxeth Park. A strange looking lake
This photo was taken around 20:00 and is a photo of me trying to be a serial killer. This photo is to be cut, and rasterized into the poster as need to portray my menacing character.
Photo Collage
P3 Research for this Component of the brief:
My research into this genre came is a build up of factual information I’ve collected and shown in detail in my PowerPoint presentation above showcasing budgets, techniques and advertising methods but also my research is came from my love on horror films. I’ve done extended research into movies such as The Evils Dead and Blair Witch Project as these films in particular had one thing in common with my project based off the client brief. They were made by graduated media students and actors and had a little to no budget and yet became successful cult classic. It’s this which and analysed the camera and writing to try and find the same flame of successful to build up this project.
List of Multimedia I require for this Project:
1. Images
2. Video records
3. Music
4. Audio records
5. Film
Production Process: The production process of a film is created into 5 phases, these phases being development, pre-production, production, post-production and distribution. Each phases purpose is important in its role in making a great film which will financial benefit and globally hit. Each stage of the phases vary in how long they will take to complete and time taken to add finishing touches and make it perfect. My work below will mostly comprise of pre and post production projects and examples based on brief instructions.
Production Schedule: This production schedule will consist of a flowchart being created so that it shows how long each component and stage of the pre-production, production and post production should take so that we can aim for the deadline and be ready for the release of the movie
Contingency Plan: Examples of this being implemented is:Encase any photos, illustrations or files are lost. All files that being used and worked on for this project should have backups and different stores of it as if files are deleted or lost it sets us back in the schedule of trying to remain in the frame of the deadline. One method for ensuring this will to be having backups and copies of these files on separate folders and rives so that they are safe from potential breaches and system wipes.
Photoshop and other editing software need to be uploaded and fully updated. Its good to have more than one editing software encase one stops working or is constantly crashing setting the team back in time to complete this project.Risk Assessment :This is a very important part of the project. As an company we need to ensure everyone working on this will be safe and not get hurt. Outside of the filming area any camera setups will need to be properly configured so that no loose wires are handing around. We especially need to be careful of we’re equipment is placed in case the floor is damp or wet and it’s damages equipment and possibly crew. Working in woods can be very dangerous with handing roots and branches and possibilities of getting lost that why each member will be in teams and walk slowly to sets and locations watching each step. Last part of the risk assessment is making sure the props used on set are blunt and made out of a flimsy material so they can inflict serious injury to another person.
M2: Justify the choice of planned components by targeted media sector
21st Century Productions needed this assignment: Target Audience and Why I'm targeting this audience:
My target audience is ages 18 and above. Reasons for this is that my movies are very graphic and violent and it corresponding to BBFC legislation. The film is rated an 18 and can only be watched by people of this age as this age is seen to be suitable enough to watch it. I am targeting to this audience as I have researched examples of graduated college students making movies and they all have a formula of low budget and little to nonspecial effect but terrifying realism and scare on the viewer. I want the movie I am working on to be fully practical and little to no special effects as nowadays to many films rely on cheap effects for scares but examples, I have watched show how gory, realism practical effects can have a better effect and scare on the viewer which is what these films need to kick off the company's identity and the movies effect to make its money back.
Layout and Colour Scheme:
The layout of the poster is centered around a creepy, deserted forest. The only person seen in the frame of the poster is the antagonist, The Village Butcher. A lot of the background shot is very distorted and darkened to create an unnerving tone for the film and the setting. The colour scheme comprises off green, black, brown, and red for the title. Green, Black, Brown is the colour scheme of the photo being set in the woods during dusk time. Black being the shadowy character in the frame. The red colour is the colour used for the title and credit block. These are also important for the layout as they need to be standing out in the frame and not get too much in frame of the background. Mine is placed towards the side outside of the frame of the antagonist but eye catching and clear to examine by a member of the audience.
Typography:The font is based off example that were seen on the website Da Font. It a New Roman Times found liquefied and shaped into the gruesome looking font that is seen in the poster. To create this for my poster I liquefied the layers to merge and create a blood dripping look to the text. I then used another filter which is called plastic wrap which gave it a glowing, shiny look to the font. I then duplicated the merge layer and added a gradient and skew effect to create the rough gradient. This created the title The Village Butcher. The rest of the text is in the same colour but an Arial font and no effects added to it.
Photography:All photos were taken by me while out on walks to my local park, Croxeth Park. I wanted to master the perfect shot of a creepy woodland path through the woods with weird, wild paths. Then edit other photos into the background to match it to the visualisation diagram created. The other photo that was taken was me dressed up.
My research into this genre came is a build up of factual information I’ve collected and shown in detail in my PowerPoint presentation above showcasing budgets, techniques and advertising methods but also my research is came from my love on horror films. I’ve done extended research into movies such as The Evils Dead and Blair Witch Project as these films in particular had one thing in common with my project based off the client brief. They were made by graduated media students and actors and had a little to no budget and yet became successful cult classic. It’s this which and analysed the camera and writing to try and find the same flame of successful to build up this project.
List of Multimedia I require for this Project:
1. Images
2. Video records
3. Music
4. Audio records
5. Film
Risk Assessment :This is a very important part of the project. As an company we need to ensure everyone working on this will be safe and not get hurt. Outside of the filming area any camera setups will need to be properly configured so that no loose wires are handing around. We especially need to be careful of we’re equipment is placed in case the floor is damp or wet and it’s damages equipment and possibly crew. Working in woods can be very dangerous with handing roots and branches and possibilities of getting lost that why each member will be in teams and walk slowly to sets and locations watching each step. Last part of the risk assessment is making sure the props used on set are blunt and made out of a flimsy material so they can inflict serious injury to another person.
Target Audience and Why I'm targeting this audience:
D1: Discuss the legal and ethical constraints within the planned campaignLegal acts to consider with relation to the campaign
Data Protection Act 1998
Legal and Ethical Issues of the Poster:
We might have to consider when creating the poster any content of copyright or use of copyright. We need to make sure all of our work is original and that any influences of our media projects are not show in our project. We then will have to grab permission from cinemas and 21st century productions to advertise this on platforms and locations. One last issue to come up will be filming location and asking permission to film on it.How will you resolve these legal issues
We can resolve any copyright and legal issues by ensuring that we seek permission from the owner of 21st century productions and those who look after the filming locations so we can film and produce adverts with the assets involved. If not fixed then the project could face repercussions.
Legal acts to consider with relation to the campaign
Legal and Ethical Issues of the Poster:
How will you resolve these legal issues
We can resolve any copyright and legal issues by ensuring that we seek permission from the owner of 21st century productions and those who look after the filming locations so we can film and produce adverts with the assets involved. If not fixed then the project could face repercussions.
What ethical issues does the company face on potentially offensive/inappropriate content?
An ethical issue of violence and gory images being portrayed on the poster could breach some advertising rules and regulatory bodies codes. A way to resolve is to ensure its appropriate to advertise on sites were the age demographic is a long range.
What ethical issues does the company face on potentially offensive/inappropriate content?
An ethical issue of violence and gory images being portrayed on the poster could breach some advertising rules and regulatory bodies codes. A way to resolve is to ensure its appropriate to advertise on sites were the age demographic is a long range.
Regulatory Bodies related to the Project:
What's is its role:
BBFC stands for British board of classification, and it classifies films and dvds. This company regulates media products into putting it into age classification to ensure that thew content is suitable for that target audience age.
What type of media does it regulate:
It regulates films and TV shows into an age restriction system on dvds and online streaming service. This system allows this content to be protected from consumers that are too young to watch that product which might not be suitable for them.
How could your Unit 20 advertising campaign relate to this:
My unit 20 advertising campaign relates to the BBFC regulation because we are advertising our new film project by 21st century productions. We would have to ensure all content and advertising meets regulation guidelines and is suitable to advertise to that age of audience.
How will your advertising campaign abides by its codes of the regulatory bodies:
My advertising campaign will abide by the codes and conventions of the BBFC body so our advertising film poster can be approved to be uploaded. I will present drafts of the poster to a group of executives from BBFC to see if which of our poster drafts is suitable to the target audience of the age rating.
Regulatory Bodies related to the Project:
What's is its role:
BBFC stands for British board of classification, and it classifies films and dvds. This company regulates media products into putting it into age classification to ensure that thew content is suitable for that target audience age.
What type of media does it regulate:
It regulates films and TV shows into an age restriction system on dvds and online streaming service. This system allows this content to be protected from consumers that are too young to watch that product which might not be suitable for them.
How could your Unit 20 advertising campaign relate to this:
My unit 20 advertising campaign relates to the BBFC regulation because we are advertising our new film project by 21st century productions. We would have to ensure all content and advertising meets regulation guidelines and is suitable to advertise to that age of audience.
How will your advertising campaign abides by its codes of the regulatory bodies:
My advertising campaign will abide by the codes and conventions of the BBFC body so our advertising film poster can be approved to be uploaded. I will present drafts of the poster to a group of executives from BBFC to see if which of our poster drafts is suitable to the target audience of the age rating.
P4: Create the media components to be used in the planned campaignImproved early design of my Horror Poster that I created
Poster featured on Social media
Billboard Mock-up of advertisement
Final Designs of Poster and Billboard and comments on how I created it
This is me commenting on how I created my poster. First of all the background image I sourced from taking a photo in my local park. I then created layer 1 and started to edit parts of it to create a more terrifying atmosphere. I began to use the gradient too add a dark tone to the poster to make it more spooky. I also used the colour pattern tool to fill in some areas and make it look more smooth. This was all inspired by some drawings and thumbnails I created from looking at posters such as the Blair witch project.
I then used the polygonal lasso tool to edit my next image in layer 2. I took a photo of myself pretending to be the serial killer. I then used that tool to cut myself out that image and paste myself into this photo. I then used some fx effects such as drop shadow and outer glow to create a dark brooding effect around the character in the poster.
In the bottom left is my attempt at creating the 18 rated badge. This is important as legislation and the BBFC says that any movie needs a target audience of who is appropriate to watch the movie. Our movie is going to be aimed at 15-18 year old and will have graphic and adult content in so most likely will be an 18. I created it by finding a bold font and I ended up using the font Impact. I then made it bold and have a white outer glow to make it stand out. To make it look similar to the usual 18 rated badges had to add a red circle behind it with effect such as inner glow and shadow and Bevel and Emboss to make it look like a rough gradient red circle similar to the real thing
The 21st century productions is just a coloured in text and is needed on a poster. Shows the audience the company behind who produced it. Same with the text on the top. Coloured in writing but has a goosebumps effect on the reader. The bottom text is not red but a bold white with an Inner glow effect on it. This is used to show the date of when the movie will be coming out. Then the short and close together writing underneath the title is mostly used in every poster and its short description of actors and producers who will feature in it. Every poster has it.
I created the title by typing out The Village Butcher the using the effects such as drop shadow and Bevel and Emboss to create and rigid and rough looking title. I then used the liquefy tool to re create a dripping look sensations and to add a terrifying look to the title. This will also grip any person who views the image.
The effects and edits on this are the exact same as the poster but also because the original image was a portrait and this is a landscape, I had to use the colour pattern tool and pattern out the rest of the billboard to fill out the white gaps and make it more broader shot of the image. Another effect used on this, was to make the billboard seem darker I used the pattern tool again and partially filled the ground with shadows to make it seem darker and creepier.
Improved early design of my Horror Poster that I created
Final Designs of Poster and Billboard and comments on how I created it
The effects and edits on this are the exact same as the poster but also because the original image was a portrait and this is a landscape, I had to use the colour pattern tool and pattern out the rest of the billboard to fill out the white gaps and make it more broader shot of the image. Another effect used on this, was to make the billboard seem darker I used the pattern tool again and partially filled the ground with shadows to make it seem darker and creepier.
M3: Explain how the created media components comply with the codes and conventions of the media sectorsThe Codes and Conventions of the Movie Poster
The purpose of using code and conventions on your poster is that you want it to be eye catching and captivating to the target audience. There must be focal picture that will draw the target audience's eye in. These focal points on my poster is the creepy message above being " Once you enter the forest.... You Don't Leave. This is attract some audiences into seeing how gory and frightening this film can be. Other focal points will be one the character which is presented in the poster who is called the village butcher. In terms of the background photo, needs to show a feel for the creepiness and mystery of the movie. One detail which is enforced by a regulatory body will be the age rating for the movie. My movie poster shows an 18 rating for its violence and gory detail. This fits the BBFC which is the British Board Of Classification who acts as the body over film and entertainment for England orientated cinemas and releases.
The last focal point must be the title of the movie. The title must be obvious for the target audience to read and analyse it. The title must also define the genre off the movie even if the poster does not give a clear virtual detail of the genre. 2 detailed points to have on the poster. One of those detailed points is a clear indication of when the film is being released such as a date being very specific or being less specific with a "coming soon". My poster does have a release date showing which date and day it should be releasing in local cinemas seeing its a ind-pendant movie. The last detailed plot is a credit block information showcasing the actors, directors and producers. Another detail into the credit block is the film company behind it which is 21st Century Productions LTD.
.D2: Demonstrate how the technical and aesthetic properties of the media components meet the client brief The main strengths of my campaign?
My campaigns biggest strength is our attraction to film projects. Our strengths is not money or aim but the influence and entertainment of our target audience. We as an entertainment production industry value our projects and the entertainment we bring to our audience. Our strengths comes in our scope to attract followers and fans of certain genres on social media and targeting them with trailers, teasers to fuel interest in watching our movies.
Key Improvements needed for our campaign?
Key improvements that we need to make our company globally recognized for their movies and projects is to work better on physical advertising and budgets. Budgets is a more sophisticated improvement as that will come with each project bringing in more revenue and making its money back. The other physical advertising is the use of more billboards and posters outside of cinemas and in busy city centres. Key improvements
How did your campaign meet the client brief?
My campaign met the client brief as we followed every illicit instruction presented by the brief source 21st Century Productions LTD. Each component and detailed pre-production step was followed to ensure we met their standards and were successful in completing each requirement presented which we did. Each phase and step from the brief has been completed with an analysed of how it was achieved using which software and the time taken to complete.
The Codes and Conventions of the Movie Poster
The main strengths of my campaign?
My campaigns biggest strength is our attraction to film projects. Our strengths is not money or aim but the influence and entertainment of our target audience. We as an entertainment production industry value our projects and the entertainment we bring to our audience. Our strengths comes in our scope to attract followers and fans of certain genres on social media and targeting them with trailers, teasers to fuel interest in watching our movies.
Key Improvements needed for our campaign?
Key improvements that we need to make our company globally recognized for their movies and projects is to work better on physical advertising and budgets. Budgets is a more sophisticated improvement as that will come with each project bringing in more revenue and making its money back. The other physical advertising is the use of more billboards and posters outside of cinemas and in busy city centres. Key improvements
How did your campaign meet the client brief?
My campaign met the client brief as we followed every illicit instruction presented by the brief source 21st Century Productions LTD. Each component and detailed pre-production step was followed to ensure we met their standards and were successful in completing each requirement presented which we did. Each phase and step from the brief has been completed with an analysed of how it was achieved using which software and the time taken to complete.
