Aims and Objectives
In advertising, a company aims to create awareness of their company and the products and services they provide. For my particular advertisement campaign, I will be aiming to create awareness of the short film 'False Awakening'; for the most part film companies are commercial companies, this means they exist to make a profit. To do this I will be creating a variety print based media products such as posters, billboards, magazine covers/ in-issue ads, leaflets etc. These products need to be eye catching, in order to make the target audience see them and be encouraged to go and watch the film.
I will also be producing a logo for the film and it's advertising. This is important because it reinforces branding and becomes more recognisable to it's target audience. For 'Star Wars: The Force Awakens', for example, the Star Wars logo was used throughout it's advertising campaign because of how recognisable it is to the audience as a brand. A recognisable, eye-catching logo is a simple way to establish a brand and draw an audience in.
Target Audience
'False Awakening' is a light horror/ thriller, because of this my advertising shall be aimed towards a predominantly male audience aged 16-25. As this is a low budget independent short film, this film is going to be aimed towards fans of other horror short films. My audience would be in the social grades C1/C2/D, this is due to the low budget of the film. Because of the low budget of the film, it will be available on free video streaming websites such as YouTube and Vimeo - these are websites that anyone can access for free, revenue is instead made through advertisements. At the same time however, the audience will still need access to the internet as 92% of this country's population does, therefore whilst the target audience does not need a significant amount of disposable income they do need enough to access the internet.Campaign message
The message for my advertisement campaign is that the product ('False Awakening') is a good short film that people should go and see. This will be done through the representation of the film in my print-based advertisements. For example, the house style running throughout this campaign will be very dark to connote the dark themes within the film. To do this I will be looking at other thriller film posters. I will be using an informative mode of address in this advertising campaign, because my advertisements are there to inform the audience about this film.Relevant legal/ Ethical issues
The film 'False Awakening' is copyrighted to the creators of that short film, of which I am one. Copyright is a right given to the creators of an original work's use and distribution. Because I am a creator of 'False Awakening' I do not need to seek copyright permissions to advertise this film. However, copyright may need to be sought for use of particular fonts in my advertising campaign.
The Advertising Standards Authority
The Advertising Standards Authority (ASA) are an independent regulator of advertising in the UK. They work to ensure that advertising across all forms of media is truthful and inoffensive. It is important that I do not breach their regulations as they have the ability to remove or amend any advertisements that do.It is important that the violence featured in my short film is not featured in my print-advertisements in order to prevent causing offence to anyone. It is also important that it is clear to the audience that I am advertising a film in line with the ASA's regulations on misleading advertising. To adhere to this I will look at the conventions of existing film posters within the genre.
Regulatory Bodies
The BBFC (British Board of Film Classification) are responsible for rating and/or approving anything for TV and film in the UK. Once 'False Awakening' has been rated, it is important that this rating is shown on the poster so that the audience is aware of who the film is targeted at and if it is suitable for them or their child. As 'False Awakening' is targeted towards 16-25 year olds, it is important that the connotations of the film poster show that, in order to not mislead the audience.Campaign Schedule
