Unit 15 LO1

Unit 15 LO1
Contents
1. LO1
2. Contents
3. Posters
4. Chosen Poster
5. Aims and Objectives
6. Target Audience
7. Target Audience – Theories
8. Representation
9. Campaign Message
10. Print-Based Advertisements used in the
Campaign
11. Legal and Ethical
12. Regulatory Bodies – ASA/Ofcom
13. Method
14. Audio-Visual Advertisements
15. Aims and Objectives
16. Target Audience
17. Target Audience – Theories
18. Representation
19. Campaign Message
20. Print-Based Advertisements used in the
Campaign
21. Legal and Ethical
22. Regulatory Bodies/ASA/Ofcom
23. Method
24. Comparison
Posters
Chosen Poster
Aims and Objectives
The aims of the Reading poster is to advertise the festival to those who
would be more likely to want to go. The colours used is red, yellow and
white. These colours allow the poster to stand out while still looking
professional and legitimate. The colours are vibrant and exciting, this reflects
the atmosphere that the organisers at Reading festival wants to create.
Each artist uses their own font and style, if that is part of their brand. For
example, twenty one pilots, Dave, Bastille and others are all in their usual
style, this is because they are recognised for this. Other artists like Juice
Wrld, Charli XCX and Lil Uzi Vert are written in a universal, clear to read font.
The poster is split into the days and stages, this can be confusing to start
understanding. There are five different stages that all have different artists
playing throughout the festivals weekend.
Target Audience
https://www.get
memedia.com/id
eas/sponsorship-
opportunities-
with-reading-
and-leeds-
festival-
2014/live-
nation-ltd.html
Target Audience – Theories
Hartley
• There is no real specific gender that Reading Festival targets their
audience to, this is because it is not specifically feminine or
masculine. It tries to be a non-gender specifying festival.
• The age range that Reading targets the festival to, is the youth. 57% of
the audience in 2013 were aged between 16 and 19, 24% were
between 20 and 24, and 7% were between 25 and 29.
• The class specifically aimed at would generally be students and
younger adults who are not in serious employment. This is so the
festival has a youthful atmosphere to it.
Representation
This is the “ways in which the media portrays particular groups,
communities, experiences, ideas, or topics from a particular ideological
or value perspective.”
In festival images and posters men and women are portrayed as
enjoying themselves in the summertime, mainly wearing shorts and
either shirtless of wearing cropped tops. The artists usually bring their
own style to their set and are portrayed s the main attraction of the
entire advertisement.
https://media-studies.tki.org.nz/Teaching-media-studies/Media-concepts/Representation
Campaign Message
The unique selling points of Reading festival is the artists performing at
the festival on each day. They all have similar feel at atmosphere to
their music, this will help to add variety and change while keeping the
festival’s atmosphere the same.
The festival’s poster’s message is to advertise the festival and create a
buzz around the idea of the Reading festival. The loud colours on the
poster relates to the loud and exciting music that will be at the festival.
Print-based advertisements used in the
campaign
This poster was joined by social media marketing.
Facebook has used Reading Festival as an example of how using their
advertising methods lead to increased sales for the festival. Using
Facebooks social media marketing, it lead to a 185% increase in return
on ad spend, compared to the year before, 290 times return on ad
spend for the top-performing ads and a 200 times return on ad spend
for video ads. Reading Festival used ‘ads, video, carousel, lead ads, core
targeting and conversion tracking’ to effectively advertise the festival to
their target audience.
https://www.facebook.com/business/success/reading-festival
Legal and Ethical
The IPSO (Independent Press Standards Organisation), has the rules for
editors called the Editors Code of Practice.
This set of rules focuses on the Accuracy, Privacy, Harassment, Intrusion into
grief or shock, Reporting Suicide, Children, Children in sex cases, Hospitals,
Reporting of Crime, Clandestine devices and subterfuge, Victims of sexual
assault, Discrimination, Financial journalism, Confidential sources, Witness
payments in criminal trials, Payments to criminals, The Public Interest.
The code of practice goes into more detail on each of these categories, as
shown in the following slides.
This used to be the PCC (Press Complaints Commission) but has since been
taken over by the ISPO.
Legal and Ethical
Copyright
“the legal right to control the production and selling of a book, play, film,
photograph, or piece of music”
Copyright is a automatic legal right that protects pieces of work for a certain
amount of years. In this could be the images in the poster, the font and look of the
artists names, the design and strapline of the poster.
A royalty payment is made by someone in order to gain the right for ongoing use of
that copyrighted work. They are usually an agreed percentage of the gross revenue
created after the copyrighted work is used.
https://www.gov.uk/copyright
https://en.wikipedia.org/wiki/Royalty_payment
Slander
The poster must not publish anything that is false about the artists or anyone else
relating to the poster or festival. There are legal implications if the festival is found
to be doing this.
https://en.oxforddictionaries.com/definition/slander
Regulatory Bodies – ASA/Ofcom
ASA is the Advertising Standards Authority. It is the UK’s independent regulator of advertising through the
Advertising Codes, written by the Committees of Advertising Practice (CAP).
They try to help advertisers and broadcasters to follow the rules to protect their consumers.
They can ban advertisements, this can be expensive in economic and brand image. An advertisers reputation
can be destroyed if they ignore the rules. Sometimes advertisers can be referred to Trading Standards or
Ofcom, if they do not follow the rules.
Ofcom is the regulator for the communications services that we use and rely on each day. They ensure that:
• people are able to use communications services, including broadband;
• a range of companies provide quality television and radio programmes that appeal to diverse audiences;
• viewers and listeners are protected from harmful or offensive material on TV, radio and on-demand;
• people are protected from unfair treatment in programmes, and don’t have their privacy invaded;
• the universal postal service covers all UK addresses six days a week, with standard pricing; and
• the radio spectrum is used in the most effective way
Method
Tickets will be on sale 23 November 2018,
this is a good time for tickets to be released,
as it is before Christmas. This means that
tickets can be brought as Christmas gifts to
friends and family. By doing this, it creates a
sense of excitement about the festival and a
want for the tickets as a present.
The advertisements are posted and released
a while before the tickets go on sale,
therefore becoming an effective selling
strategy, as the excitement can be allowed to
grow before the tickets actually get released.
Audio-Visual Advertisements
The Reading Facebook account had teaser
trailers, countdown to announcements
and announcement videos.
https://www.facebook.com/pg/OfficialReadingFe
stival/videos/?ref=page_internal
Aims and Objectives
The aims of the videos was to create knowledge and awareness that
Reading Festival was going to return in 2019. The first main video was
an announcement teaser, this was posted on November 14, 2018. This
allows their target audience to forward plan and be aware of the
festival in the next year.
The headliners were posted 7 days later, in a short 11 second video.
This small video only included 4 artists with an addition of ‘plus many
more’, to increase excitement of the festival artists. At the end of the
video it tells the audience that tickets can be brought from Friday (2
days after).
Target Audience
https://www.get
memedia.com/id
eas/sponsorship-
opportunities-
with-reading-
and-leeds-
festival-
2014/live-
nation-ltd.html
Target Audience – Theories
Hartley
• There is no real specific gender that Reading Festival targets their
audience to, this is because it is not specifically feminine or
masculine. It tries to be a non-gender specifying festival.
• The age range that Reading targets the festival to, is the youth. 57% of
the audience in 2013 were aged between 16 and 19, 24% were
between 20 and 24, and 7% were between 25 and 29.
• The class specifically aimed at would generally be students and
younger adults who are not in serious employment. This is so the
festival has a youthful atmosphere to it.
Representation
This is the “ways in which the media portrays particular
groups, communities, experiences, ideas, or topics from a
particular ideological or value perspective.”
https://media-studies.tki.org.nz/Teaching-media-studies/Media-concepts/Representation
This shows how different genders are portrayed. The men
are wearing more clothes and jackets where the woman is
wearing a lace top. This is showing that both men and
women enjoy Reading Festival as they both look happy and
enjoying themselves.
Campaign Message
The unique selling points of Reading festival is the artists performing at
the festival on each day. They all have similar feel at atmosphere to
their music, this will help to add variety and change while keeping the
festival’s atmosphere the same.
The festival’s poster’s message is to advertise the festival and create a
buzz around the idea of the Reading festival. The loud colours on the
poster relates to the loud and exciting music that will be at the festival.
Print-based advertisements used in the
campaign
This poster was joined by social media marketing.
Facebook has used Reading Festival as an example of how using their
advertising methods lead to increased sales for the festival. Using
Facebooks social media marketing, it lead to a 185% increase in return
on ad spend, compared to the year before, 290 times return on ad
spend for the top-performing ads and a 200 times return on ad spend
for video ads. Reading Festival used ‘ads, video, carousel, lead ads, core
targeting and conversion tracking’ to effectively advertise the festival to
their target audience.
https://www.facebook.com/business/success/reading-festival
Legal and Ethical
The IPSO (Independent Press Standards Organisation), has the rules for
editors called the Editors Code of Practice.
This set of rules focuses on the Accuracy, Privacy, Harassment, Intrusion into
grief or shock, Reporting Suicide, Children, Children in sex cases, Hospitals,
Reporting of Crime, Clandestine devices and subterfuge, Victims of sexual
assault, Discrimination, Financial journalism, Confidential sources, Witness
payments in criminal trials, Payments to criminals, The Public Interest.
The code of practice goes into more detail on each of these categories, as
shown in the following slides.
This used to be the PCC (Press Complaints Commission) but has since been
taken over by the ISPO.
Legal and Ethical
Copyright
“the legal right to control the production and selling of a book, play, film,
photograph, or piece of music”
Copyright is a automatic legal right that protects pieces of work for a certain
amount of years. In this could be the images in the poster, the font and look of the
artists names, the design and strapline of the poster.
A royalty payment is made by someone in order to gain the right for ongoing use of
that copyrighted work. They are usually an agreed percentage of the gross revenue
created after the copyrighted work is used.
https://www.gov.uk/copyright
https://en.wikipedia.org/wiki/Royalty_payment
Slander
The poster must not publish anything that is false about the artists or anyone else
relating to the poster or festival. There are legal implications if the festival is found
to be doing this.
https://en.oxforddictionaries.com/definition/slander
Regulatory Bodies – ASA/Ofcom
ASA is the Advertising Standards Authority. It is the UK’s independent regulator of advertising through the
Advertising Codes, written by the Committees of Advertising Practice (CAP).
They try to help advertisers and broadcasters to follow the rules to protect their consumers.
They can ban advertisements, this can be expensive in economic and brand image. An advertisers reputation
can be destroyed if they ignore the rules. Sometimes advertisers can be referred to Trading Standards or
Ofcom, if they do not follow the rules.
Ofcom is the regulator for the communications services that we use and rely on each day. They ensure that:
• people are able to use communications services, including broadband;
• a range of companies provide quality television and radio programmes that appeal to diverse audiences;
• viewers and listeners are protected from harmful or offensive material on TV, radio and on-demand;
• people are protected from unfair treatment in programmes, and don’t have their privacy invaded;
• the universal postal service covers all UK addresses six days a week, with standard pricing; and
• the radio spectrum is used in the most effective way
Method
Tickets will be on sale 23 November 2018,
this is a good time for tickets to be released,
as it is before Christmas. This means that
tickets can be brought as Christmas gifts to
friends and family. By doing this, it creates a
sense of excitement about the festival and a
want for the tickets as a present.
The advertisements are posted and released
a while before the tickets go on sale,
therefore becoming an effective selling
strategy, as the excitement can be allowed to
grow before the tickets actually get released.
Comparison
Similarities:
The colours used are the same, this keeps the consistency of the
advertisements. This means that the advertisements can be linked
together and shown as one united advertisement for Reading Festival.
Differences:
The font and style of the artists names are different. In the poster, the
artists were written in their unique font and capitalisation, however, in
the video advertisements the artists are written in the same font, same
size, and all in block capitals. While this can make them stand out more,
it can reduce the uniqueness of the artists slightly.
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Unit 15 LO1

  • 2. Contents 1. LO1 2. Contents 3. Posters 4. Chosen Poster 5. Aims and Objectives 6. Target Audience 7. Target Audience – Theories 8. Representation 9. Campaign Message 10. Print-Based Advertisements used in the Campaign 11. Legal and Ethical 12. Regulatory Bodies – ASA/Ofcom 13. Method 14. Audio-Visual Advertisements 15. Aims and Objectives 16. Target Audience 17. Target Audience – Theories 18. Representation 19. Campaign Message 20. Print-Based Advertisements used in the Campaign 21. Legal and Ethical 22. Regulatory Bodies/ASA/Ofcom 23. Method 24. Comparison
  • 5. Aims and Objectives The aims of the Reading poster is to advertise the festival to those who would be more likely to want to go. The colours used is red, yellow and white. These colours allow the poster to stand out while still looking professional and legitimate. The colours are vibrant and exciting, this reflects the atmosphere that the organisers at Reading festival wants to create. Each artist uses their own font and style, if that is part of their brand. For example, twenty one pilots, Dave, Bastille and others are all in their usual style, this is because they are recognised for this. Other artists like Juice Wrld, Charli XCX and Lil Uzi Vert are written in a universal, clear to read font. The poster is split into the days and stages, this can be confusing to start understanding. There are five different stages that all have different artists playing throughout the festivals weekend.
  • 7. Target Audience – Theories Hartley • There is no real specific gender that Reading Festival targets their audience to, this is because it is not specifically feminine or masculine. It tries to be a non-gender specifying festival. • The age range that Reading targets the festival to, is the youth. 57% of the audience in 2013 were aged between 16 and 19, 24% were between 20 and 24, and 7% were between 25 and 29. • The class specifically aimed at would generally be students and younger adults who are not in serious employment. This is so the festival has a youthful atmosphere to it.
  • 8. Representation This is the “ways in which the media portrays particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective.” In festival images and posters men and women are portrayed as enjoying themselves in the summertime, mainly wearing shorts and either shirtless of wearing cropped tops. The artists usually bring their own style to their set and are portrayed s the main attraction of the entire advertisement. https://media-studies.tki.org.nz/Teaching-media-studies/Media-concepts/Representation
  • 9. Campaign Message The unique selling points of Reading festival is the artists performing at the festival on each day. They all have similar feel at atmosphere to their music, this will help to add variety and change while keeping the festival’s atmosphere the same. The festival’s poster’s message is to advertise the festival and create a buzz around the idea of the Reading festival. The loud colours on the poster relates to the loud and exciting music that will be at the festival.
  • 10. Print-based advertisements used in the campaign This poster was joined by social media marketing. Facebook has used Reading Festival as an example of how using their advertising methods lead to increased sales for the festival. Using Facebooks social media marketing, it lead to a 185% increase in return on ad spend, compared to the year before, 290 times return on ad spend for the top-performing ads and a 200 times return on ad spend for video ads. Reading Festival used ‘ads, video, carousel, lead ads, core targeting and conversion tracking’ to effectively advertise the festival to their target audience. https://www.facebook.com/business/success/reading-festival
  • 11. Legal and Ethical The IPSO (Independent Press Standards Organisation), has the rules for editors called the Editors Code of Practice. This set of rules focuses on the Accuracy, Privacy, Harassment, Intrusion into grief or shock, Reporting Suicide, Children, Children in sex cases, Hospitals, Reporting of Crime, Clandestine devices and subterfuge, Victims of sexual assault, Discrimination, Financial journalism, Confidential sources, Witness payments in criminal trials, Payments to criminals, The Public Interest. The code of practice goes into more detail on each of these categories, as shown in the following slides. This used to be the PCC (Press Complaints Commission) but has since been taken over by the ISPO.
  • 12. Legal and Ethical Copyright “the legal right to control the production and selling of a book, play, film, photograph, or piece of music” Copyright is a automatic legal right that protects pieces of work for a certain amount of years. In this could be the images in the poster, the font and look of the artists names, the design and strapline of the poster. A royalty payment is made by someone in order to gain the right for ongoing use of that copyrighted work. They are usually an agreed percentage of the gross revenue created after the copyrighted work is used. https://www.gov.uk/copyright https://en.wikipedia.org/wiki/Royalty_payment Slander The poster must not publish anything that is false about the artists or anyone else relating to the poster or festival. There are legal implications if the festival is found to be doing this. https://en.oxforddictionaries.com/definition/slander
  • 13. Regulatory Bodies – ASA/Ofcom ASA is the Advertising Standards Authority. It is the UK’s independent regulator of advertising through the Advertising Codes, written by the Committees of Advertising Practice (CAP). They try to help advertisers and broadcasters to follow the rules to protect their consumers. They can ban advertisements, this can be expensive in economic and brand image. An advertisers reputation can be destroyed if they ignore the rules. Sometimes advertisers can be referred to Trading Standards or Ofcom, if they do not follow the rules. Ofcom is the regulator for the communications services that we use and rely on each day. They ensure that: • people are able to use communications services, including broadband; • a range of companies provide quality television and radio programmes that appeal to diverse audiences; • viewers and listeners are protected from harmful or offensive material on TV, radio and on-demand; • people are protected from unfair treatment in programmes, and don’t have their privacy invaded; • the universal postal service covers all UK addresses six days a week, with standard pricing; and • the radio spectrum is used in the most effective way
  • 14. Method Tickets will be on sale 23 November 2018, this is a good time for tickets to be released, as it is before Christmas. This means that tickets can be brought as Christmas gifts to friends and family. By doing this, it creates a sense of excitement about the festival and a want for the tickets as a present. The advertisements are posted and released a while before the tickets go on sale, therefore becoming an effective selling strategy, as the excitement can be allowed to grow before the tickets actually get released.
  • 15. Audio-Visual Advertisements The Reading Facebook account had teaser trailers, countdown to announcements and announcement videos. https://www.facebook.com/pg/OfficialReadingFe stival/videos/?ref=page_internal
  • 16. Aims and Objectives The aims of the videos was to create knowledge and awareness that Reading Festival was going to return in 2019. The first main video was an announcement teaser, this was posted on November 14, 2018. This allows their target audience to forward plan and be aware of the festival in the next year. The headliners were posted 7 days later, in a short 11 second video. This small video only included 4 artists with an addition of ‘plus many more’, to increase excitement of the festival artists. At the end of the video it tells the audience that tickets can be brought from Friday (2 days after).
  • 18. Target Audience – Theories Hartley • There is no real specific gender that Reading Festival targets their audience to, this is because it is not specifically feminine or masculine. It tries to be a non-gender specifying festival. • The age range that Reading targets the festival to, is the youth. 57% of the audience in 2013 were aged between 16 and 19, 24% were between 20 and 24, and 7% were between 25 and 29. • The class specifically aimed at would generally be students and younger adults who are not in serious employment. This is so the festival has a youthful atmosphere to it.
  • 19. Representation This is the “ways in which the media portrays particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective.” https://media-studies.tki.org.nz/Teaching-media-studies/Media-concepts/Representation This shows how different genders are portrayed. The men are wearing more clothes and jackets where the woman is wearing a lace top. This is showing that both men and women enjoy Reading Festival as they both look happy and enjoying themselves.
  • 20. Campaign Message The unique selling points of Reading festival is the artists performing at the festival on each day. They all have similar feel at atmosphere to their music, this will help to add variety and change while keeping the festival’s atmosphere the same. The festival’s poster’s message is to advertise the festival and create a buzz around the idea of the Reading festival. The loud colours on the poster relates to the loud and exciting music that will be at the festival.
  • 21. Print-based advertisements used in the campaign This poster was joined by social media marketing. Facebook has used Reading Festival as an example of how using their advertising methods lead to increased sales for the festival. Using Facebooks social media marketing, it lead to a 185% increase in return on ad spend, compared to the year before, 290 times return on ad spend for the top-performing ads and a 200 times return on ad spend for video ads. Reading Festival used ‘ads, video, carousel, lead ads, core targeting and conversion tracking’ to effectively advertise the festival to their target audience. https://www.facebook.com/business/success/reading-festival
  • 22. Legal and Ethical The IPSO (Independent Press Standards Organisation), has the rules for editors called the Editors Code of Practice. This set of rules focuses on the Accuracy, Privacy, Harassment, Intrusion into grief or shock, Reporting Suicide, Children, Children in sex cases, Hospitals, Reporting of Crime, Clandestine devices and subterfuge, Victims of sexual assault, Discrimination, Financial journalism, Confidential sources, Witness payments in criminal trials, Payments to criminals, The Public Interest. The code of practice goes into more detail on each of these categories, as shown in the following slides. This used to be the PCC (Press Complaints Commission) but has since been taken over by the ISPO.
  • 23. Legal and Ethical Copyright “the legal right to control the production and selling of a book, play, film, photograph, or piece of music” Copyright is a automatic legal right that protects pieces of work for a certain amount of years. In this could be the images in the poster, the font and look of the artists names, the design and strapline of the poster. A royalty payment is made by someone in order to gain the right for ongoing use of that copyrighted work. They are usually an agreed percentage of the gross revenue created after the copyrighted work is used. https://www.gov.uk/copyright https://en.wikipedia.org/wiki/Royalty_payment Slander The poster must not publish anything that is false about the artists or anyone else relating to the poster or festival. There are legal implications if the festival is found to be doing this. https://en.oxforddictionaries.com/definition/slander
  • 24. Regulatory Bodies – ASA/Ofcom ASA is the Advertising Standards Authority. It is the UK’s independent regulator of advertising through the Advertising Codes, written by the Committees of Advertising Practice (CAP). They try to help advertisers and broadcasters to follow the rules to protect their consumers. They can ban advertisements, this can be expensive in economic and brand image. An advertisers reputation can be destroyed if they ignore the rules. Sometimes advertisers can be referred to Trading Standards or Ofcom, if they do not follow the rules. Ofcom is the regulator for the communications services that we use and rely on each day. They ensure that: • people are able to use communications services, including broadband; • a range of companies provide quality television and radio programmes that appeal to diverse audiences; • viewers and listeners are protected from harmful or offensive material on TV, radio and on-demand; • people are protected from unfair treatment in programmes, and don’t have their privacy invaded; • the universal postal service covers all UK addresses six days a week, with standard pricing; and • the radio spectrum is used in the most effective way
  • 25. Method Tickets will be on sale 23 November 2018, this is a good time for tickets to be released, as it is before Christmas. This means that tickets can be brought as Christmas gifts to friends and family. By doing this, it creates a sense of excitement about the festival and a want for the tickets as a present. The advertisements are posted and released a while before the tickets go on sale, therefore becoming an effective selling strategy, as the excitement can be allowed to grow before the tickets actually get released.
  • 26. Comparison Similarities: The colours used are the same, this keeps the consistency of the advertisements. This means that the advertisements can be linked together and shown as one united advertisement for Reading Festival. Differences: The font and style of the artists names are different. In the poster, the artists were written in their unique font and capitalisation, however, in the video advertisements the artists are written in the same font, same size, and all in block capitals. While this can make them stand out more, it can reduce the uniqueness of the artists slightly.