Model Release is very important document without which we wouldn't be able to publish audio/visual. Before starting a production process we had to ask Annie to sign the model release form which gives us ability to launch our product with her picture on it which is basically her advertising campaign.
When we have decided to work on or print-based advertising campaign we had to consider the legal and ethical issues which might have impact on our product. To be sure our product doesn't brake the rules I've looked at the website of ASA (Advertising Standards Authority).
ASA is the self-regulatory organisation (SRO) of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances. The ASA is not funded by the British government, but by a levy on the advertising industry.
Purpose: acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.
The organisation's mission is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society.
If the organisation judges an ad to be in breach of the UK Advertising Codes, it must be withdrawn or amended and the advertiser must not use the approach again.
Advertising codes:
The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow. They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.
Copyright - a way of protecting the physical expression of ideas. As soon as an idea is given physical form, e.g. a piece of writing, a photograph, music, a film, a web page, it is protected by copyright. There is no need for registration or to claim copyright in some way, protection is automatic at the point of creation. Both published and unpublished works are protected by copyright (http://www.staffs.ac.uk).
Copyright protection provides a vital incentive for the creation of many intellectual works. Without copyright protection, it would be easy for others to exploit these works without paying any royalties or remuneration to the owner of the work.
Before scheduling the advertising campaign I had a discussion with my partner Maria about the date of an actual concert of Annie. We have decided to organise a concert on the 5th of July. Therefore we made a decision to launch our product 4 month before the concert in order to make sure everyone will be aware of the Annie's tour and her concert on O2 Arena, London. The launch date is 1.03.2015. In order to make sure all the posters will be ready before this launch time we are going to start out production process in December. Firstly, we need to discuss the idea of the poster with our singer and then make them real, which includes such stations as photoshoot with our singer, editing of the pictures, launching them (printing+distributing across London).
The client’s brief is to produce a print based advertisement, which promotes an upcoming tour for new singer songwriter artist. The artist is to be promoted in such a way that the tour would appeal to a target audience of young music lovers. The advertisement design should match the paraphernalia produced for the world tour, which has opted for a retro look with romantic bond film connotations and a memorable strap line.
Aims and objectives:The main aims are to increase the people's awareness about the world tour of our singer, to attract people to buy the tickets for a concert, to make them aware of the new album of the singer.
The Campaign Message:The campaign message and USP is to persuade people to come to artist concert through the personal invitation of the singer herself. The image would be look straight at the potential customers and seem as she invites people to her concert personally. Also the date and the name of the conert will be made in the bright eye-catching way so the posters will be different from the competitors. The world tour will be called 'From Russia with Love'. This will underline the nationality of the singer which we are promoting.
Product: Me and my partner Maria have decided to do an advertising campaign for a singer of our choice Annie Udras. This is in order to attract people for her concert and to make them aware of the coming world tour. The advertisement campaign will consist of the poster with a picture of Annie and the inscription with the name of the singer and the world tour.
Marketing of the product: We have agreed that our product should be marketed in public places where our target audience spend its free time, for example, shopping centres, cafes, in the city centre. It's quite easy for us to put the posters up also near the tickets shop and concert areas, next to school and bus station.
Target audience: Target audience is represented by the teenagers and young ladies 13-25 years old, who loves romantic pop music. There are some boys who might be attracted by the appearance of the girl. However, most of the audience is represented by the girls because they usually like to listen to songs about love. Audio-visual and/or audio advertisements that can be used as part of the campaign: Many artists use a combination of advertisement methods when they promote their world tours. They use not just print-based advertisement which is basically posters but also they do use TV advertisement, youtube video campaign, radio promotions. This helps to make sure that everyone will be aware and all the tickets for the concerts will be sold. I think it might be a good idea to make a audio-vision advertisement for Annie's world tour 'from Russia with Love'. Annie is going to be on the video in the same clothes we have used for a poster. She will be really cheerful and happy on the video clip and on the background will be playing a part of her new single. In the end the information about the concert and the website of Annie will appear on the screens. This method can attract a lot of people because all her target audience which is represented by the teenagers use youtube very often same as TV.
Aims and objectives. This is an advertising campaign of Coca Cola which is called 'Share a Coke with a friend'. This helps the company to sell its product to the customers by attracting the attention of many people as the idea of an advertisement is quite interesting.
Target Market. The target market are people of all age and gender who like fizzy drinks. This product might be interesting for everyone especially for younger people who likes Coke the most. They can take this product for a party or share it with a friend during break time in school. Teenagers are most likely to be attracted by their names on the bottle, but many adults will have really childlike reaction seeing their names on the Coke as well.
Representation. Coca Cola is a well-known brand all over the world, therefore, their advertisement don't have to be really unusual. However, due to the fact that Coca Cola advertising campaigns are always impressing (e.g. Christmas Campaign), they need to continue with the original ideas. The image of the campaign is quite simple but the idea is really interesting. On the picture you can see the bottles with the names and a company's slogan 'Share a coke with a friend' and many people would really want to do so and to impress their friend with a coke which has his name on the bottle.
Campaign message. On the advertising image you can see the slogan of the campaign which is 'Share a Coke with a friend' and there are two bottles of Coke in the hands of two friends with their names on the bottles. People can easily understand what about is the campaign and what is the company's idea. Coca-Cola made a really personal idea of how to advertise its product. Print-based advertisement. Coca-Cola advertises its products by using different media institutions such as TV, Internet and print-based advertisement such as posters. The posters are easy to impose and people will see it and be attracted by the interesting campaign of Coca-Cola 'Share your Coke with a friend'. Relevant legal and ethical issues. Coca-Cola is not very ethical business in terms the harmful effects of their products. They don't tell people that the coca-cola actually can lead to a gastritis, weight gains. But actually it has made a range of some more healthy products - Coca-cola life and diet coke. Method. Campaign is used to attract people to the product, to persuade them to buy coke. I Interesting idea of campaign which is shown on the posters can attract even more customers who want this bottles with their names.
Regulatory bodies. ASA is a UK's regulator of the advertising across the media. They acting on complaints against misleading and harmful advertisements and they actually check the advertising campaigns before going into public and regulate them if needed. VISUAL ADVERTISING CAMPAIGN
Above you can see an example of how advertisements produced in different institutions can be linked. In this commercial which is used to advertise Coca-Cola you can see the link with the print-based advertisement. The video shows the campaign message which is represented on the poster 'Share a Coke with a friend', actors are drinking Coke with their names on the bottles. The two advertisement are connected and attract people even more by the print version and the visual idea. Many companies use advertisement in different media such as TV, youtube, posters. This allows them to make more people aware of the campaign and to make them interested in the company's products.
Aims and objectives: This is an advertisement for Taylor Swift's world tour 2015. The main aim is to ensure people are aware of the new album of the singer and the tour which she presents. Taylor's fans would be attracted by this advertisement and would want to buy tickets for a concert or to buy new album. People will be more award of the singer with the advertisement campaign.
Target market: The audience of Taylor Swift is mostly represented by the teenagers and young girls 13-25 years old. There are some fans who a boys, but really small percentage. This is because she usually sings about love and this attracts girls a lot. However, boys find Taylor attractive that's why they might be attracted by the picture on the poster. The colours used on the poster are blue and pink, this also shows that the advertisement aims at girls.
Representation: The advertisement is eye-catching. It's bright and contrasted which makes it look more attractive. Taylor looks very fashionable with her sunglasses and red lips. There's a link of Taylor's official website so people who see the poster knows where to look at for further information. The advertisement could be found on the streets all around the world as a window display or on the tabloids. It represents mostly on the places where people can purchase tickets or on the concert arenas themselves were the footfall of Selena's fans is very high.
Campaign message: The main message of the campaign is to invite people for Taylor's concert during her tour. The letters are quite big so people will easily see the name of the singer and the purpose of the poster - to make people aware of the concert. Print-based advertisement used in the campaign: Taylor Swift has used a lot of print-based advertisement such as posters to promote her world tour. The poster of Taylor should attract her target audience and make them aware of her concerts, especially because of the picture with her used in the poster which should attract even more potential customers of tickets for a world tour. Relevant legal and ethical issues: Before taking the pictures of Taylor she had to sign a special form which allows to take the pictures of her and to use them later on for her campaign. Also the advertisement is quite legal without ethical issues because there is no alcohol, cigarettes or drugs promotion used in the campaign so there is no bad influence of this print-based campaign on the people.
Regulatory bodies:
ASA (Advertising Standards Authority)
As the UK’s independent regulator for advertising across all media, our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and direct marketing.
So everyone is able to complain of the Selena Gomez advertisement if they think that it's harmful or plagiarism. The ASA would check the campaign and decide wether it breaks any rules or not. Also they check the promotional campaign before it goes on public and regulate it wether it's needed.
Method: The method is to persuade people to come along for a concert of Taylor Swift. On the advertisement we can see the picture of the artist, her name and her website where people can look to find a further information.
