LO2: Planing An Advertising Campaign With Print-Based Advertisements

The advertising campaign campaign that I will be developing is for my documentary called 'Cal Sugen: A Football Journey'. This documentary will a footballing documentary where we look into the life of Cal Sugen and see how he developed into becoming the footballer he is today. I will be incorperating photographic features and elements in order to gain the attraction of my target audience by creating spectacle through my poster.

For the documentary I will be making I ago going to try and incorporate this style of digital graphics on my poster, I do not have a person with the same stature as Michael Jordan however I will be using my actor for the advertisement campaign section rather than using illustrations. This is due to the fact that I believe the target audience will be able to connect more if they have a real person on the front campaign.

The campaign message for my documentary is going to be presented in the teacher to pupil mode of address, this is because the campaign message we are trying to project upon the younger members of the target audience are going to be inspired by this message. The message we're trying to 'Through hard work comes great things.' This fits into the fact that our actor Cal has been working hard ever since he was young in order to reach the status of Semi-professional he is at today.

Space Jam is a sports animation film produced by Warner Brothers designed for the target audience of families with young children that are interested in sport and cartoons, these people are probably seen on the ABC1 section within the demographic scale, this is due to them having quite a bit of disposable income so they're able to afford the luxuries in life. The certificate rating for this film is PG, this would mean that parents would have to accompany their children in order for them to watch this film.

When it comes to the target audience for my groups documentary we are aiming it at children from the ages of 14+, in order to inspire and inform the viewers of the road Cal has had to travel in order to make it to Semi-professional football. In terms of the demographic of our documentary, it will be aimed at people within the ACB1 demographic due to the fact that the people within this demographic will have more disposable income, therefore will be able to afford products with relevant use to football rather than people who do not fit within the category on the demographic.

The objective that Warner Brothers set for this advertisement campaign is to promote the release of their new film. This is done through using iconic characters such as the Looney Tunes who during that time were quite an iconic and family familiar cartoon show. We may not be able to create spectacle using iconic characters such as the looney Tunes, although we will try and capture spectacle in a different way through possibly.

In terms of the campaign schedule, my group will begin our planning in terms of the documentary July 20th. This is where we will be discussing concepts and ideas on what type of documentary we will be creating within the sporting genre. It should roughly take around 2 months to sort out all the planning for the production, along with the legal and ethical side of making this documentary. This should take us into September where we have to sort out all of the equipment section of pre production.

When looking at the ASA (Advertising Standards Authority) guidelines from their website, I can see that the poster used for Space Jam has ensured to keep to these guidelines. However when it comes to me and my production crew producing a suitable visual advertisement scheme for our young viewers, we will have to ensure that we follow these rules and guidelines when creating the poster for my younger viewers:





M2

The target audience that the Space Jam trailer is aimed at is for children from the ages of 5 and upwards that are interested in sports and like to watch cartoons. The Space Jam trailer is used to create spectacle among the younger target audience by using family friendly characters that have been around for years, therefore giving the older viewers familiarity.

Space Jams trailer contains popular celebrities at the time such as Michael Jordan, this character would've gained the attention of the older audience members that probably would've went to watch the film with their children, therefore creating a bigger crowd to the film. What I like about this film tailer is how they incorporated a star such as Michael Jordan in order to potentially create an ideal self for the viewers in order to inspire the audience to play sports, I would like to try and do this when creating my trailer for my sports documentary.

This trailer was distributed on TV at the time, this is because the internet wasn't was popular in the 90s as it is today, although it is still available on YouTube too.

We will begin our filming for the trailer  around October, this is also the time we will be filming the actual documentary. By doing it this way we will be able to produce a similar trailer to this films trailer incorporating sporting elements within the trailer to create spectacle and gain the attention of the audience we are trying to attract.

When looking at the ASA (Advertising Standards Authority) guidelines from their website, I can see that the trailer used for Space Jam has ensured to keep to these guidelines. However when it comes to me and my production crew producing a suitable visual advertisement scheme for our young viewers, we will have to ensure that we follow these rules and guidelines when creating the trailer for my younger viewers:

• 05 Children

Rules

5.3 Advertisements must not condone or encourage practices that are detrimental to children’s health. 5.4 Advertisements must not condone or encourage bullying. 5.5 Advertisements must not portray or represent children in a sexual way. 5.6 Advertisements must not imply that children are likely to be ridiculed, inferior to others, less popular, disloyal or have let someone down if they or their family do not use a product or service. 5.7 Advertisements must not take advantage of children’s inexperience, credulity or sense of loyalty. Advertisements for products or services of interest to children must not be likely to mislead; for example, by exaggerating the features of a product or service in a way that could lead to children having unrealistic expectations of that product or service. 5.8 Child actors may feature in advertisements but care must be taken to ensure that those advertisements neither mislead nor exploit children’s inexperience, credulity or sense of loyalty. 5.9 Advertisements must not include a direct exhortation to children to buy or hire a product or service or to persuade their parents, guardians or other persons to buy or hire a product or service for them.

04 Harm and Offence

Rules

• 4.1 
• Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18.

• 4.2 
• Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards.

• 4.3 
• Advertisements must not exploit the special trust that persons under the age of 18 place in parents, guardians, teachers or other persons.

• 4.4 
• Advertisements must not include material that is likely to condone or encourage behaviour that prejudices health or safety.

Warner Brothers would've put copyright on their Space Jam project, in order to prevent people form stealing or claiming their products. This is done to protect assets and claim ownership among certain things which the organisation has developed. In order to prevent the illegal use of using these assets you would have to use a release and content form in order to gain written permission to use certain assets which belong to another organisation.


https://www.youtube.com/watch?v=oKNy-MWjkcU