A)
The aim of this print based advert is to promote the film production 'Silent
Captive', a psychological thriller short film, to an audience so that they
are more likely to see the film when it's released. The objective of this is to
intrigue the audience and get them to ask questions to what the film is about
and what will happen. The target audience to this film and who should be
targeted by the print based advertisement will be in the general age range of 16
to 21, this is because of the idea of ideal self in which the majority of
the characters in the film are this age. This also goes the same for the target
audience's gender which for the majority would be male, as this is the majority
of the cast of characters are also male, again creating an ideal self for the
audience to relate to. The print based advertisement will be aimed to an
audience on a local scale due to the low budget nature of the film, the social
grade that the print based advert is aimed at are of people in the social
grade as low as Grade D, which is about a 92% frequency of the UK, this would put them in the working class, on average
they earn at most £47,000 a year, this would give them enough spending power to
see the film. The campaigns message that will be portrayed in the print based
advertisements is the idea of loneliness, or even loss as this is the theme of
the film I'm advertising. the story follows a brother, who had recently lost
his brother, unsure if he's missing or if he's dead. He ventures into a forest
that people have suspiciously been going missing in, he has constant illusions
of his brother and things take a turn for the worst in the forest as the
brother realises that his brother is gone and he can't help that, his
hallucinations get worse until he finds the body of his brother, this is when
his mind is relieved of a guilty consciousness. I think the theme I'm
trying to portray in the print based adverts will fit in well with the story of
'Silent Captive', the loneliness relates to the fact that he is on his own, not
just because his brother is dead (Which would associate with the idea of loss),
but also because he is on his own in the forest, specifically a place where
people mysteriously disappear. I am planning to feature the two main characters
in the film, this being the two brothers, I will also use photographs took at
the shooting of the film, the photographs will mainly consist of the forest
setting, this will be an establishing photo took from outside the forest, there
will also be medium shots of the characters and close-ups, this is seen a lot
in print based adverts that are associated with the genre. These print based
adverts will be distributed and displayed a month before release, I feel as
though this would give the film's advertising enough time to be exposed
to the audiences it's aimed at.
B)
Gantt Chart:
Task
| Month 1 (November) | Month 2 (December) | Month 3 (January) |
| Week 1 | Week 2 | Week 3 | Week 4 | Week 1 | Week 2 | Week 3 | Week 4 | Week 1 | Week 2 | Week 3 | Week 4 |
| Research into existing Print Based Adverts | | | | | | | | | | | | |
| Plan my production of the print based advert | | | | | | | | | | | | |
| Aim and Objective | | | | | | | | | | | | |
| Campaign Message | | | | | | | | | | | | |
| Target Audience | | | | | | | | | | | | |
| Gantt Chart | | | | | | | | | | | | |
| Relevent Legal/ethical issues | | | | | | | | | | | | |
| Create a draft and mock up for the logo | | | | | | | | | | | | |
| Create a draft and mock up for the print based advert | | | | | | | | | | | | |
| Finalise the logo design | | | | | | | | | | | | |
| Plan the film poster photoshoot | | | | | | | | | | | | |
| Recce Form | | | | | | | | | | | | |
| Risk Assessment | | | | | | | | | | | | |
| Call Sheet | | | | | | | | | | | | |
| Model Release Form | | | | | | | | | | | | |
| Location Release Form | | | | | | | | | | | | |
| Photoshoot | | | | | | | | | | | | |
| Finalise the print based advert | | | | | | | | | | | | |
| Calculate the campaign cost and budget | | | | | | | | | | | | |
| Get Feedback for improvement | | | | | | | | | | | | |
| Launch date and distribution of Print Based Advert | | | | | | | | | | | | |
| Launch Date of Film (29/01/2017) | | | | | | | | | | | | |
Milestones:
07/11/2016 - Plan the Print Based Advert
14/11/2016 - Create logo
01/12/2016 - Photoshoot
08/12/2016 - Create the Print Based Advert
26/12/2016 - Distribution of the Print Based Adverts
29/01/2016 - Film is launched
C)
When creating my print based advertisement, I will have to oblige to ASA,
also known as Advertising Standards Authority, and its requirements which
make it suitable for advertising to the public. They also act on complaints
about advertisements from consumers too. It associates with the obscene
publication act as this covers the negative influences of something that could
be in the advert, on the audience, meaning it's ethical. This means it can't
show nudity, bad language, violence, drug use and alcohol in the
print-based advert. Copyright is a legal factor I will have to look out for in
the print-based advert, this means we cannot use another person’s intellectual
property, due to it being protected by copyright. Copyright usually means you
can't use things like music, photos and videos, in this case it will only be
photos due to it being a print-based advert, there also may be a few logos
which might be involved in the print-based advert too, so anything we
do use will need permission from the owner of that intellectual property,
usually by sorting out a deal to pay them for using their own intellectual
property. Model release forms are another key component in making the
print-based advert as I will need the consent of anyone used in the photos of
the print-based advert, this is so I have their consent to use their identity.
M2:
In the audio-visual advert I will use shots from the short film, I will also
use certain shots to help emphasise on the idea of loneliness and loss, the
audio-visual advert will also be none linear to help keep the story and film a
mystery. The shots used in the film will have been filmed at a few locations,
such as a local park, a forest and a bedroom. I plan to have the
audio-visual advert to be promoted on social networks such as Facebook and
Twitter, I'd also have it distributed across multiple on demand sites, such as YouTube, Vimeo and Dailymotion which is an easy way to
get the film known nationally as it can be seen globally through websites.
IMDb is also a suitable website to advertise the film with an
audio-visual as it's based around the media of films, this would make it easier
to reach specified audiences. I plan to have the audio-visual adverts promoting
the film a month before release, I feel as though this would give the
film it's advertising enough time to be exposed to the audiences
it's aimed at.
OFCOM, also known as the Office of Communication, is a government approved regulator authority that makes sure the UK audience get the best from communications services on TV. OFCOM would come into use when I plan to distribute the trailer to multiple channels such as Film 4 and Sky Movies as these channels are specific to broadcasting in the UK.
