D2: Demonstrate how the technical and aesthetic properties of the media components meet the client brief
Assessment Criteria for D2:
Learners are required to demonstrate how the advertisements technical and aesthetic properties meet the requirements of the clients brief and their preproduction plan.
Learners should evaluate their final components against their client brief and demonstrate how the components support the advertisement campaign.
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 ticket of their latest film release (Disciples). 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 want 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
When beginning to plan the advertisement designs, the components I planned to develop were print adverts and posters. This is because poster designs are commonly more seen by the public and potential target audiences, as any audio or audio-video adverts would have to be consciously clicked on and watched, meaning not many people are going to see the advert unless they are already interested in the product. Unlike print adverts, as they are designed to instantly catch the eye and garner interest from just a glance. They are also more likely to be seen since posters are placed in many public areas such as on buses or billboards along the road. They can also appear on the internet via pop up ads, social media posts, etc.
In order to begin making print designs, I drew thumbnail design sketches for what I planned the final posters and billboards to look like. Following codes and conventions from my research into advertisement of horror/thriller films to create as many different variations as I could until eventually deciding which thumbnails I would develop into real designs and which I wouldn't.
As shown below, I believe my poster design perfectly fits the codes and conventions of the horror/thriller genre. For example, I have used a mostly dark colour palette, yet contrast it with much bolder colours to draw the viewers eye where I want them to look, more specifically with red, connoting blood and danger. This is also used in the poster for It (2017) and the similarities between this design and mine demonstrate my understanding of genre conventions and how I can communicate with and reach my desired target audience.
I believe my print advertising product fulfilled the brief to the best of my ability, and used the guidelines given to create the best possible product. For example, the brief states that the production company "want to produce a campaign that uses traditional poster sites at bus stops, motorway service areas and billboard facilities." Therefore I made both traditional poster designs but also alternative billboard posters that would fit in public areas, as shown from the images below.
I also believe my poster and billboard designs to be incredibly cost-effective, as the posters themselves are quite simple and minimalist in design, using less to achieve more, and so the production value for these is relatively low for the props, photos of locations, etc. Aswell as costs to display the designs on billboards in public, thereby saving money and advertising to focus on the production and post-production funds.
Overall, I believe I have achieved the goal of the brief to the best of my ability, and created an advertising campaign which catches eyes and demonstrates codes and conventions of horror/thriller movies and lives up to the production company's record. The approach of design is much more classic than modern, and makes use of colour contrast and ominous aesthetics to catch the interest of the desired target audience and what they're interested in seeing.
I also believe I developed the brief by creating the website shown above. The brief states "The company also want to take advantage of digital advertising platforms." and that "70% of the target audience are more influenced by such platforms.
Therefore, I created a website around the production company and promoted the film within the about section. This creates an online platform in which people can find the film and share to others to garner interest, spreading promotion across a digital space much more effectively than physical posters and billboards in public.
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